As the market tightens and sales cycles stretch, service providers are being forced to rethink not just what they sell, but how they engage partners and customers.

That shift was front and center in a recent in person conversation at an industry event with Stephanie Revill and Robert Martin from Telesystem.

The backdrop is a more challenging selling environment.

“I think everybody has a problem right now,” Martin said. “Long term contracts are getting harder to close.”

That change is material.

What used to be relatively standard five year agreements are now facing resistance. Even three year terms are becoming more difficult as customers hesitate in an uncertain economic environment.

“Before, 60 month contracts were pretty easy to come by,” Martin said. “Now even 36 months can be tough.”

That hesitation is forcing providers to adapt.

For Telesystem, part of that adaptation is product driven.

The company recently introduced a new offering called EZRoute, designed to simplify routing and connectivity for customers. The product has already generated internal momentum, including positive feedback from leadership following early coverage.

“We launched EZRoute and got some really strong feedback right away,” Revill said.

But product alone is not the story.

Go to market strategy is evolving just as quickly.

For years, the company invested heavily in large scale events designed to attract broad audiences. Those events still exist, but the focus is shifting.

“We’re moving a bit away from those bigger formats and focusing more on smaller, curated partner experiences,” Martin said.

The new model is intentionally more targeted.

Instead of trying to fill large rooms, Telesystem is hosting events in more controlled environments, often tied to major league venues.

“We’re doing what we call Grand Slam events,” Revill said. “We bring in a smaller group of partners, do a focused presentation, and then spend time together socially.”

The structure is simple.

A short, high value session. Often with a vendor partner such as HP or Fortinet. Then a shared experience, like attending a game together.

The goal is not lead generation in the traditional sense.

It is relationship building.

“A lot of the people there already work with us,” Revill said. “It’s more of an appreciation and deepening those relationships.”

That distinction matters.

In a market where deals are taking longer and customers are more selective, existing relationships can become more valuable than net new logos.

The response, so far, has been strong.

“We’ve had really high attendance rates,” Revill said, noting that early events have filled quickly, including upcoming sessions in Philadelphia and Tampa.

There is also a practical advantage.

Smaller, invitation driven events tend to have higher engagement.

“It’s not just someone registering months in advance and then not showing up,” Martin said. “It’s more personal.”

That personal element appears to be resonating.

At the same time, the company continues to evaluate how it participates in larger industry events.

Revill noted positive feedback from her team on more structured, meeting focused environments compared to traditional booth setups.

“Our team actually liked that format,” she said, referring to a more contained, discussion oriented space.

That aligns with a broader industry trend.

As events evolve, the balance between exhibition and conversation is shifting. More companies are looking for environments that prioritize meaningful interactions over sheer volume.

Underneath all of this is a common theme.

Focus.

Fewer distractions. More intentional engagement. Clearer value for partners.

That same focus applies to how companies think about marketing in an AI driven world.

During the conversation, Martin pointed out a growing dynamic that is starting to influence buying decisions.

“Customers are taking the options we present and then going to AI tools to compare them,” he said.

That introduces a new layer.

Partners are no longer just competing in direct conversations. They are also competing in how AI systems interpret and present their offerings.

That reality is still unfolding.

But it reinforces the need for consistent messaging, strong positioning, and visibility across multiple channels.

For Telesystem, the response appears to be grounded in fundamentals.

Build products that solve real problems. Strengthen partner relationships. Adapt engagement models to match how people actually make decisions.

None of that is particularly flashy.

But in a market where conditions are shifting, it may be exactly what is needed.

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Aside from his role as CEO of TMC and chairman of ITEXPO #TECHSUPERSHOW Feb 9-11, 2027, Rich Tehrani is CEO of RT Advisors and a Registered Representative (investment banker) with and offering securities through Four Points Capital Partners LLC (Four Points) (Member FINRA/SIPC). He handles capital/debt raises as well as M&A. RT Advisors is not owned by Four Points.

The above is not an endorsement or recommendation to buy/sell any security or sector mentioned. No companies mentioned above are current or past clients of RT Advisors.

The views and opinions expressed above are those of the participants. While believed to be reliable, the information has not been independently verified for accuracy. Any broad, general statements made herein are provided for context only and should not be construed as exhaustive or universally applicable.

Portions of this article may have been developed with the assistance of artificial intelligence, which may have contributed to ideation, content generation, factual review, or editing