July 7, 2025
Most people would assume that you always get a better deal when you purchase something directly, as opposed to going through a middleman. That’s often true, but it’s not always true. And it’s often not true when it comes to business technology.
In this blog, I’ll explain why and what that means for organizations that rely heavily on Cisco solutions.
How Purchasing From a Provider Can Add Value Without Increasing Costs
Many equipment manufacturers and software developers would rather focus on continuing to innovate. In fact, the entire architecture of their company has been designed precisely for that purpose — not for providing end-user support. Focusing time and energy on support takes valuable attention away from their core mission — making a great product.
So, while many companies can and will provide that support to the best of their ability, they often prefer it if a strategic partner — a company architected on service — would shoulder more of that responsibility. That only happens, though, when a third party gets added to the mix.
Now, here’s where things get interesting. In order to incentivize more buyers to purchase through a third party, a company — like Cisco and many others — will offer their strategic partners volume discounts on their solutions. That way, a provider can offer the same product plus elite support — often at an equal or lesser price point. It’s a win for end-users, for providers, and also for the software developers and equipment manufacturers.
What a Cisco Gold Partner Brings to the Table
A Cisco Gold Partnership isn’t awarded lightly. A company with that distinction has to have:
- Cisco Certified Internetwork Experts (CCIEs) on staff
- 24x7 end-user support with validated escalation processes
- Robust digital transformation support — including cross-architectural solutions
- Expert capabilities across multiple Cisco solutions
- Hybrid IT services supporting cloud and on-premises solutions
Gold Partners maintain deep technical expertise across Cisco's entire portfolio, with certified engineers who understand not just individual products but how to architect integrated solutions that maximize your ROI.
A Gold Partner can, therefore, act as your strategic advisor and help you align your Cisco components and licensing with your goals.
Doesn’t the Newest Cisco EA Offer More Comprehensive Support?
Yes, Cisco’s new CX enterprise agreement does! And I’d recommend it over SmartNet for many larger organizations that rely on a variety of Cisco licenses and networking solutions, where one day of network downtime would be catastrophic.
Getting prompt fixes and additional support resources — including detailed analytics — is a big step forward. But no single tech solution is the right fit for everyone, and there’s no substitute for getting personalized advice from a provider that will get to know your organization when it comes to daily workflows, additional tech infrastructure, and goals.
And when that support comes at no additional cost, one would think that more companies would purchase through a managed services provider (MSP) or a value-added reseller (VAR) as opposed to directly. But by and large, that’s not what’s happening.
The Persistent Disconnect Between Provider and Potential Buyer
According to a recent blog, although MSPs and VARs get high marks for responsiveness, the ability to provide more comprehensive IT support, and the capacity to understand the unique needs of each client, 82% of business tech buyers still tend to purchase directly.
The Good News — You Just Found a Cisco Partner
It’s unfortunate that many organizations — especially those on the smaller side — aren’t accessing the best deals.
At Marco, we’re all in on helping organizations level the playing field and gain a competitive edge, which is why we’ve worked hard to form strategic partnerships with the best equipment manufacturers and software developers around the world, and we’re continuously adjusting our lineup so that we can bring our clients a better deal.
If you’re curious about how Marco’s partnership with Cisco can work in your favor, click the link below to watch our recent insider session on demand.
