Why Transparency is Important in a Cloud Broker Relationship

Today’s cloud broker is different from the cloud broker of yesterday. The term “broker” has a negative connotation because people associate it with someone only concerned with price.

The new role is expanded because the cloud broker becomes a cloud aggregator. While they may provide a cost analysis of services, they also save the buyer time by conducting research on their behalf. Some also act as intermediaries for contract negotiations. They act as a consultant who understands the needs of the business in relation to their business goals.

Tech Target defines a cloud broker as, “A third-party individual or business that acts as an intermediary between the purchaser of a cloud computing service and the sellers of that service. In general, a broker is someone who acts as an intermediary between two or more parties during negotiations.”

The Shirt Brings Suspicion

The cloud broker brings with them a transparency. It allows a consultation to happen without the pressure from a particular carrier. At VXMadness 2.0 we asked the question, “Why is the partner who shows up with the logo on his shirt suspect?”


Cloud Broker

At VXMadness 2.0 the conversation around transparency talked about how the cloud broker is perfectly positioned to consult on services.



The answer is because the supplier who walks in with a logo on his/her shirt is tied to that solution and may be biased. The customer will be thinking:

Cloud Broker Transparency is Keycloud broker

Customers want someone who is independent and who they can work with long-term. The cloud broker brings autonomy from the branded shirt. They can recommend what the company needs, based on their distinct business, not the provider or manufacturer who is signing their paycheck.

The MarketsandMarkets report “Cloud Services Brokerage Market by Types – Global Forecast to 2020” discussed the changes occurring with today’s cloud brokers. They found that in today’s market, companies are looking at outsourced network services to save operational budget.

The report predicts the CSB market to grow from $5.24 Billion in 2015 to $19.16 Billion by 2020. This increase is fueled by portfolio expansion with other services. By offering companies a unified view of the communications ecosystem, they have guaranteed themselves a seat at the executive table.

Looking for a Seat at the Executive Table?

Agents join the Telarus family to increase the portfolio they can to offer their customers. Using the patented GeoQuote, they can search for services not just based on price, but also search for what services are available at an address. This level of transparency changes the relationship from a sales one to a consultative one.

VXSuite was recently acquired by Telarus. Contact us today to learn more about joining the Telarus family.

Amy Bailey (103 Blog Posts)

Amy Bailey is the VP of Marketing at VXSuite has been with the product line for over eight years. Over the years she has filled may roles including Sales Manager and Project Manager. She is a graduate of San Diego State University with BA's in Speech Communication and Liberal Arts. Amy was Associated Students' President while at SDSU and has several years of sales and management experience in the high-end retail clothing industry. She enjoys knitting, country music and spending time with family.