Mattias Fridström continues the conversation with Rob Merhej, VP EMEA at AVANT, exploring how advisory‑led partners create long‑term value for customers – and why connectivity remains central to everything from AI to customer experience.In this episode, they discuss:How AVANT supports partners beyond the initial deal through ongoing advisory, cross‑sell, and up‑sell engagementWhat separates top‑performing trusted advisors – and why selling multiple services per customer mattersHow AVANT stays ahead of vendor roadmaps with specialist engineers and tools like Pathfinder and AtlasWhy AI deployments often fail without the right data center, bandwidth, and network design in placeThe shift of unified communications into broader CX and contact‑center transformationsGrowing awareness of AI security, governance, sustainability, and talent challengesA look ahead at the next five years – from multi‑gig connectivity to AI as an everyday work companionA lively conversation on connectivity, AI, and the advisory models powering the next wave of the technology channel. Tune in and get ahead of what’s next.