Accelerating growth through disruptive and innovative thinking is an ever-pressing priority for all channel business leaders, according to CloudInteract CEO Simon Leyland. But what does this mean in practice?
How channel organisations ramp up their capacity to marry disruptive thinking with technology evolution and market opportunity is a big question that this article aims to address. First and foremost, noted Leyland, disruption without direction ‘is just noise’. “Innovation only matters when it solves problems, and the key to bridging that gap is deep customer understanding, rapid iteration and a focus on real business impact,” he stated. “Right now, the challenge is less about technology and more about mindset, helping businesses recognise that what worked for the last 10-15 years isn’t necessarily what will drive success in the next ten.”
That said, traditional channel companies face challenges in adapting to new technologies like AI, noted Leyland. “Some are hesitant, unsure of how to integrate AI effectively, while others jump on the hype without truly understanding its relevance,” he added. “The most effective channel partners will be those who embrace AI with a clear focus on solving real customer challenges rather than just following trends. We ensure innovation moves from concept to reality by embedding AI into existing workflows, testing fast and adapting quickly, and always keeping people at the centre. That’s how we make AI practical, actionable and ready for the real world.”
Challenge culture
Leyland says that a precondition for this approach is to have people who believe in change and leaders who set the challenge and create excitement around innovation goals. “In an established business it can be harder to break from routine, but with the right culture you can maintain the same energy and belief as a start-up,” stated Leyland. “By fostering a culture of challenge, ownership and bold thinking, we ensure that innovation isn’t just a buzzword, it’s how we operate every day. Our business changes roughly every six months, and we’ll continue driving forward, deploying new technology, refining services and challenging the status quo.”
This agile and disruptive approach ensures CloudInteract is in a strong position to make the most of what Leyland calls the ‘huge AI opportunity’, and he reiterated that success comes from cutting through the noise and applying innovation where it delivers value. “Successful innovations aren’t just disruptive – they’re practical, scalable, solve immediate business challenges and are fuelled by a start-up mentality,” he reaffirmed.
“We keep things lean, productive and free from unnecessary bureaucracy. Time is valuable, so we focus on efficiency, meaningful work and fast execution rather than endless meetings. At the same time, we strike a balance between structure and flexibility – having enough process to drive results, but not so much that it stifles creativity.”
Innovation also thrives when influenced by diverse perspectives rather than people who think the same way, observed Leyland. He says diverse thinking challenges conventional approaches and creates an environment where disruptive ideas aren’t just encouraged, they’re expected. “To achieve this we build teams with different backgrounds, perspectives and ways of thinking,” he explained.
“This diversity ensures we see problems from all angles and develop solutions that truly make an impact. By ensuring a diverse mix of backgrounds, demographics and viewpoints – including an even balance of male and female perspectives – we’re not just shaping stronger decisions we’re ensuring we truly understand our customers.”
Leyland also believes that diverse representation at the top is critical. “Our female leaders have just as much share of voice and influence in the business as anyone else, and it sends a clear message that talent has no ceiling,” he stated. “That’s the kind of culture that fuels disruptive thinking, attracts bold ideas and ultimately drives real innovation. Furthermore, by building a culture of openness, flexibility and trust we’ve naturally attracted the best people.”
Key opportunity
According to Leyland, this line of action will better enable resellers and MSPs to maximise opportunities in the AI-driven contact centre space. “The biggest opportunity isn’t just selling AI – it’s helping businesses manage, optimise and evolve with AI, embedding resellers and MSPs as strategic partners rather than just technology providers,” he stated. “The days of making money from long-term three year licence deals are coming to an end, but for those who embrace change the opportunity is even greater.
“The future is in AI-driven services, automation and ongoing optimisation. This means embedding yourself as a trusted business partner rather than just a supplier. Organisations don’t just need new technology, they need partners who can help them deploy, refine and continuously improve AI-driven customer interactions. So shift your focus from one-time transactions to innovation, disruptive thinking and long-term value creation.”