A technology advisor is an independent firm or individual that helps businesses choose and buy IT and telecom services, such as internet, networking, voice, contact center, cloud and security, from many providers. Advisors gather requirements, compare providers, help negotiate pricing and terms, and often stay involved after the sale to help with escalations and renewals. In most cases the buyer signs directly with the provider, and the advisor is paid by that provider, often through a technology services distributor that connects advisors with many suppliers.
This entry uses the IT and telecom channel meaning: “technology advisor” is the current name for the role long called a telecom agent or telecom broker, an independent firm that sources services from many providers and is typically paid by them. The phrase is also used loosely for any IT consultant. Client-paid consultants, value-added resellers and managed service providers differ from channel advisors in how they are paid and how independent they are, so ask anyone advising you how they are paid.
At a glance
- An advisor helps you choose; you usually contract directly with the provider, not with the advisor.
- Pay usually comes from provider commissions, though some advisors charge fees for consulting or audits.
- Advisors typically work across many providers and technology categories.
- Many stay on after the sale to help with support escalations, billing issues and renewals.
- Quality, independence and depth vary widely, so ask how each advisor works and is paid.
What problem it solves
A mid-sized company may buy from dozens of technology providers but rarely has someone whose job is to know that market. Each provider’s salesperson typically presents only their own products, and comparing them means repeating the same requirements conversation many times. Prices and contract terms vary widely, and it is hard to know what a fair deal looks like without seeing many deals.
An advisor provides that market view. They know which providers serve which areas and use cases, what pricing and terms are typical, and where providers have been unreliable. They can run a comparison quickly, help with an RFP, and give a single point of contact across many vendors. After the sale, an advisor with relationships inside a provider can sometimes move an escalation along faster than a customer working through the standard support queue.
How it works
Discovery. The advisor learns your sites, services, contracts, spend and plans, often starting from current invoices.
Sourcing. They identify providers that can meet the need, request quotes, and present options with their recommendation. For larger projects they may run a formal RFP.
Negotiation and order. They help negotiate price and contract terms, then the business signs with the chosen provider. The advisor is registered as the partner on the account, which is how the provider knows whom to pay.
Compensation. In the common commission model, the provider pays the advisor a share of the recurring charge for as long as the account stays active. Payments often flow through a distributor that holds the provider contracts. Some advisors also charge fees for audits, consulting or project management.
Ongoing support. Many advisors help with installation tracking, escalations, billing disputes and renewals. How much they actually do varies, so agree on it up front.
For an example of ongoing help with contracts, inventory and invoices, see our telecom expense management overview.
When it matters for buyers
- When buying across many categories. One advisor can cover network, voice, cloud and security instead of many sales conversations.
- Before renewals. An advisor can benchmark the incumbent’s renewal offer against the market.
- When you inherit a messy environment. After an acquisition or staff change, an advisor can help map what you have and what it costs.
- When support isn’t working. Advisors with provider relationships may help escalate stuck issues.
- When internal time is short. Small IT teams often cannot spare the hours a full market comparison takes.
Questions to ask vendors
These are the questions to ask an advisor:
- How are you paid on this deal, and does your pay differ by provider?
- How do you decide which providers to show us, and will you include options you are not paid on?
- Who will we work with after the contract is signed, and what support do you provide?
- Can you share references from businesses like ours?
- What happens to our accounts and support if we stop working with you?
- Do you require us to sign any agreement, such as a letter of agency, and what does it allow you to do?
How it differs from an aggregator
An aggregator resells services: you sign with the aggregator, it buys from the underlying carriers, and it sends you one bill and takes your support calls. A technology advisor helps you choose; you sign directly with the provider, which bills you and owns the service. Both are commonly funded by provider margins or commissions. Advisors also differ from a value-added reseller (VAR), which typically buys hardware and software from manufacturers, resells it to you, and adds services such as design and installation.