Know-your-tech strategy could be invaluable as Logicalis aims to disrupt peers in cloud managed services market

TBR perspective

Logicalis’ efforts to optimize its legacy operations while doubling down on key growth areas such as cloud will largely depend on the company’s ability to develop integrated scale to ensure standardized service delivery. Evolving portfolio offerings, including the launch of its Digital Service Platform (DSP), paired with strengthening partner ecosystem relationships, will allow Logicalis to appeal to a broader buyer base and potentially disrupt the engagement model services companies are typically known for by offering digital routes to its services catalog. TBR believes this approach will be particularly applicable as COVID-19 pressures high-touch consulting services. Logicalis’ global scale is just the right size to test such a strategy as the company maintains a diverse mix of midmarket and enterprise clients. While the former group is the prime target for selling and supporting services through a click-to-buy model, many cost-conscious buyers from the latter group are also seeking ways to minimize external spend, providing Logicalis with a strong test bed for its customer experience model. Logicalis is not looking to change its DNA but rather to blend the best of both worlds with minimal disruption — adopting a software company-like sales strategy while maintaining human-delivered, automation-enabled services support to drive recurring (e.g., “as a Service”) revenue at scale. We recognize that this is easier said than done, but at least the company’s leadership appears to have their priorities aligned, which is a good place to start.

Logicalis will rely on strong customer service and repeatable IP to reshuffle the composition of its P&L toward more profitable recurring revenue opportunities

After only two weeks on the job as CEO, Robert Bailkoski, like many of his peers, had to address the global threat COVID-19 posed to the company’s operations, employees and clients. Bailkoski’s tenure with the company as CFO and later as COO had prepared him (as much as anyone could be prepared for a pandemic) not only to handle the situation with minimal disruption but also to ensure he stayed the course on many of the priorities he had set prior to becoming CEO. With Logicalis’ performance deeply rooted in selling both hardware and software products, which combined currently generate about 60% of company’s global revenue, Bailkoski knew he had an uphill battle as these areas are becoming largely commoditized and thus pressuring the company’s top and bottom lines.

In a recent conversation with Robert Bailkoski, Logicalis Group’s newly appointed CEO, as well as Vince DeLuca, Logicalis Group’s customer experience & service transformation officer, TBR had a chance to hear firsthand about the company’s goals and investments as it continues its journey to become a globally integrated solutions provider. TBR appreciated Bailkoski’s and DeLuca’s grounded approach to the company’s transformation, which is not something many newly appointed executives pursue as they often seek to create a name for themselves by making fundamental changes. We believe both Bailkoski’s and DeLuca’s tenure and understanding of the company have provided them with good visibility into Logicalis’ strengths and weakness and a sense of accountability needed to reach the company’s goals.