Is there a more valuable non-technical skill for IT service providers (ITSPs) than generating, nurturing and closing a lead? Securing new customers can be a critical component for growth but also a rare ability to have. Finding a partner to help you do it better? Maybe even rarer.
But that’s the reputation Telev8 has built in the UK & Ireland. One of their ITSP clients even had to move to a bigger office to scale their team and support rapid growth after closing a lead secured with the help of Telev8.
That success—among others—is one reason why Telev8 was chosen by voters to receive the GTIA UK & Ireland Associate Member award for 2025. The organization was chosen for its positive impact on the lives and careers of others in the tech ecosystem and active engagement as a GTIA member organization.
We asked co-founder and managing director Tara-Jane Sloane for her insights into lead generation and advice on how to be more successful. Here’s what she had to say.
What does winning the GTIA Associate Member Award mean to you?
Winning the GTIA Associate Member Award is a huge honour because the judging is carried out internationally, outside of the UK. It means the recognition is based purely on merit—not on popularity or industry profile. Knowing that independent experts have evaluated the work and deemed it worthy of this award makes it incredibly meaningful and validating.
How important is it to stay innovative and ahead of current trends in the market?
Staying innovative and ahead of trends is crucial—especially for ITSPs, where growth often comes from client referrals or following trusted contacts. To truly thrive, ITSPs must understand their growing pains, define a clear 12-month operating plan and identify saturated sectors. Sticking to the familiar won’t cut it; success lies in exploring new strategies and markets. Only those willing to step outside their comfort zones and embrace alternative growth paths will stand out and succeed in a competitive landscape.
What stands out to me most is that many ITSPs have built their businesses primarily through word-of-mouth referrals. While this has served them well in the past, it means that many have never had to develop the formal skills necessary to sell effectively or manage a structured sales process. As a result, they often struggle with moving opportunities forward. I hear the same frustration almost daily: "I've had the meeting, sent the proposal, but I haven’t heard anything back.
The reality is, most ITSPs don’t know how to properly nurture a prospect through the decision-making journey. Prospects aren’t always ready to commit right after the first meeting—especially when they’ve been with their current ITSP for 10 years or more. They don’t know you, and more importantly, they don’t trust you—yet. That trust takes time to build. It still surprises me how many ITSPs fail to schedule a follow-up meeting after an initial consultation, or how little effort they put into tracking and advancing the opportunity.
If ITSPs were to focus on just one area of growth over a 12-month period, it should be learning how to pitch their services, nurture prospects, and ultimately close deals. This is not just a skill—it’s an art form. And once mastered, it opens the door to a consistent pipeline, stronger client relationships and significant business growth.
My concern is that the channel is thinking that AI is the silver bullet to lead generation—but one thing is always overlooked—all their competitors will be deploying the same approach. AI isn't going away, we all know that, but it is not going to change their new business pipeline hugely. Rather, a hands-on, interactive approach is needed regardless of automation and that's why learning how to work any leads that are generated is the lifeblood of their business.
What has made Telev8 different—and successful—with the channel?
Telev8 stands out because we were born out of an MSSP—we know the channel’s pain points like no traditional marketing agency can. With 30+ years of cybersecurity expertise and one founder bringing two decades of vendor-side insight, we blend deep industry knowledge with nearly 40 years of proven lead generation experience. This fusion has created a uniquely effective agency. While we embrace AI, we stay rooted in traditional methods—because in a world increasingly driven by automation, real relationships matter more than ever.
How have your channel partners resonated with your efforts in the market?
We’re privileged to partner with some of the industry’s leading names, including OpenText, Westcoast Cloud and Sophos. Our lead generation efforts have driven strong results—so much so that one of our ITSP clients had to move to larger offices after closing a lead we delivered, enabling them to scale their team to support rapid growth. Our channel partners have responded positively across the board, and we were honoured to receive OpenText’s Marketing Initiative of the Year award last year in recognition of our success.
What advice do you have for other associate members to be successful in the IT channel?
Success in the IT channel takes time and consistency. Don’t rely on blasting emails or flooding social feeds—too much noise gets ignored. Instead, focus on steady, valuable engagement that builds trust over time. Share insights, support others and show up regularly. It’s a long game, but relationships and credibility grow with patience and persistence.
