Unlock Marketshare with the New Expanded Emerging Tech Sales Workshop (ETSW+)

Staying ahead of emerging trends is crucial for technology advisors who want to scale their business. That’s why we created the Emerging Tech Sales Workshop (ETSW) series—a high-energy, hands-on technology and sales training experience. This workshop is unique because it’s designed to equip advisors with the tools and strategies needed to effectively cross-sell new technologies and capture new revenue streams. Want more details about the event? Read our blog: 5 Key Takeaways from Emerging Tech Sales Workshops.

The ETSW series also provides a valuable opportunity to connect with others in this thriving community of your peers—leading technology experts, top-performing advisors, and innovators who are shaping the future of the channel.

We're excited to build on the success of ETSW with the Expanded Emerging Tech Sales Workshop (ETSW+)! This enhanced program features all-new experiences designed to help you customize your learning and maximize your return on investment.

In this post, we'll break down everything you need to know about the ETSW+ and why you won't want to miss it.

How to earn more revenue per sale

One of the keys to the ETSW series' success is its focus on empowering you to confidently sell across multiple tech categories—a strategy we call cross-selling. And the results speak for themselves: on average, AppDirect advisors who embrace cross-selling see a 2-3x increase in revenue!

AppDirect advisors earn 2-3x more revenue for every additional category sold

AppDirect's COO breaks down the power of diversified selling in his blog post, "Your Roadmap to Success." Discover how offering a full spectrum of solutions — from cloud and energy services to networking—can boost your sales. 

Strategies to cross sell effectively

We know that cross selling works, in particular because buyer behaviours are changing. Today, businesses increasingly want to work with fewer partners that can deliver comprehensive, end-to-end solutions. Uncovering needs across multiple tech areas positions you as the go-to expert for your clients.

To help you excel with cross-selling, the ETSW series introduces a powerful framework: the Technology Wheel. This framework shows you how to integrate key technology categories to spark meaningful conversations with your customers. 

The Technology Wheel now also includes AI and Hardware & Logistics, in addition to Communications Solutions, SaaS, Infrastructure, Security, Managed & Professional Services, and Energy. Aligned with the AppDirect catalog, which features thousands of solutions and providers, the Technology Wheel makes it easier to connect your customers with the right technologies.

What’s new with ETSW?

The ETSW+ builds upon the principles of the already successful field event series for advisors, offering an elevated educational experience focusing on two of the major trends for AppDirect advisors and their end user customers: Artificial Intelligence and Hyperscaler technologies.

What should you expect with ETSW+

The ETSW+ is designed to help advisors uncover the full power of the AppDirect partnership by providing a deep dive into all available teams, tools, resources, and support. Here are some of the key features:

• Comprehensive overview: Advisors will gain exposure to every practice at AppDirect. This broad overview is perfect for those with diversified businesses or those looking to expand into new categories. A focus on cybersecurity is especially valuable for advisors selling to SMBs. A report by Canalys indicates that the fastest-growing in the IT industry and cybersecurity services—projected to US $185 billion in total addressable market (TAM) in 2025. Analysis also shows that 91% will be sold via partners, and will grow 13% year on year.

$185 Billion market. 91% partner-driven. The cybersecurity opportunity for SMBs is massive— and growing.     
Canalys              

• Gamified challenges, hands-on exercises: Participants will engage in hands-on, gamified workshops that sharpen sales and technology positioning skills. These activities are designed to be both educational and fun, ensuring that you retain the knowledge and techniques learned.

• Unlock cross-selling power with the Technology Wheel: Learn how to use the Technology Wheel to drive stronger conversations and effectively cross-sell across different technology categories.

• Capture new opportunities: Discover new opportunities through AppDirect's latest acquisitions

• Build your own AI applications: Advisors will have the opportunity to build AI applications, using Devs.ai. A no-code solution, Devs.ai simplifies the creation, deployment, and management of AI agents within a secure, centralized environment. This hands-on experience will help you understand the expanded capabilities.

ETSW+ additional features

• Understanding and tapping into the AI opportunity: Learn how to monetize AI in the channel. In addition to making it easy to create, launch, and manage powerful AI agents, Devs.ai streamlines access to 30+ leading LLMs—from providers like OpenAI, Anthropic, and Gemini, and more. This means as an advisor you can offer customers greater ROI, and eliminate customers' pain of managing multiple LLM subscriptions across different platforms.

• Hyperscaler deep dive: Learn about hyperscaler practices with Azure, Google Cloud Platform (GCP), and AWS. The workshop will cover midmarket to enterprise-size opportunities, helping you understand how to leverage these platforms for your clients.

• Networking and building connections: This event provides a platform to connect with peers, share experiences, and build valuable relationships.

Top benefits 

Attending an ETSW series event can help you grow your business and expand your portfolio of solutions.

Read our ETSW blog for more details—you can also find key takeaways here:

1. Accelerate deal closures: The workshop provides techniques to streamline the process of closing deals. Learn how the AppDirect team can help manage the technical aspects of the sales cycle, allowing you to focus on building relationships and growing your client base.

2. Enhance business outcomes with AI: Dive deep into how AI-driven solutions can streamline processes and enhance business outcomes. The Generative AI market is projected to reach $1 trillion by 2031, making it essential for advisors to understand how these tools can impact their clients' operations.

3. Explore Managed Services: Learn how to stand out by offering managed services like network management and monitoring. The market for managed services is projected to reach $410.92 billion by 2029, providing a significant revenue opportunity.

4. Master cloud and SaaS solutions: We know that SaaS adoption is at an all-time high—Gartner predicts SaaS spending will hit nearly $300 billion in 2025. But with the average business using 275+ SaaS products, are you maximizing your investments. This workshop series teaches a proven mental model for positioning SaaS and cloud solutions to customers. This framework helps you navigate customer conversations and expand your portfolio of solutions.

5. Expand into energy and security: Gain practical insights and tools to drive success in energy and security categories. The rising demand for energy and security solutions presents an opportunity to strengthen long-term business success.

How to seize your next opportunity

The Expanded Emerging Tech Sales Workshop is an invaluable opportunity for technology advisors to stay ahead of emerging trends, expand their portfolios, and grow their businesses. Whether you are new to AppDirect or have attended previous workshops, the ETSW series offers tailored experiences that cater to your specific needs and goals. See on down the road! Register now for our next ETSW+, May 14-15, New Orleans, LA.