 Welcome to the latest edition in our series of profiles where we shine the spotlight on AireSpring’s amazing partners. This time we’re speaking with Kathleen Waters, Managing Partner of the Creekview Group.
Hello Kathleen. Thank you for agreeing to speak with us today. To begin, please tell us a little about your background and the history of the Creekview Group.
I began my career in the 1990s as a sales representative on the provider side, marketing PBX systems. It was a good place to start because it really helped me understand what it takes for clients to make technology decisions. I gained further insight into the perspective of the client when I was hired by one of my customers to serve as the Telecom Manager at Ogilvy & Mather in New York. I was able to gain a solid foundation in many aspects of telecommunications such as telecom IT, installation, and project management. My project management duties enabled me to gain specific industry experience in retail, healthcare, and manufacturing.
I leveraged all this technology and industry experience to start my first agency in the early 2000s, focusing on retail, multi-location opportunities. Since I had just been on the other side of the equation, I understood more than just the common pain points. I understood what the entire process was like on the client-side, giving me an advantage as an independent agent. I also positioned my agency differently. Having a woman-owned business in a male-dominated industry really set me apart at the time.
How long have you been working with AireSpring?
I have been working with AireSpring for seven years now, and I have been working with my current Channel Manager, Kelvin Justice, for the past three.
What do you like about working with AireSpring?
AireSpring is one of my go-to suppliers for a number of reasons. When I first partnered with AireSpring, Daniel [Lonstein, COO], made clear to me that he would do whatever it took to make deals work. He has kept that promise, and that is one of the company's primary strengths. When AireSpring says they are going to do something, they do it. In telecommunications, where we rely on each other so much to process orders and complete deals, it is critical that all parties follow through and deliver on what they say they will. AireSpring does that.
In addition, AireSpring's extensive product line makes my job much easier. It’s hard to find a supplier that has both a good supply model and a rich product set to match. AireSpring has both. I would venture to say that their Project Management team is one of the best, if not THE best, in the business. I am currently working with Barbara Jamaleddin and Mayra Ayala on an incredibly complex installation. Every possible issue that could occur, has occurred, and if it was not for those two people, the deal would have been lost months ago. The AireSpring Project Management team executes the finest roll out for complex installations that I have ever seen in a supplier.
Between my Channel Manager, Kelvin, and the amazing Project Management team, AireSpring has everything I could ask for in a provider.
What would you say is the secret to success in this industry?
Like I said before, I truly believe the number one secret to success in this industry is doing what you say you are going to do. If I, as an independent agent, can rely on someone’s word then the entire process of sales, installation, and turn-up becomes vastly more efficient. Rather than managing people to ensure that parts are moving, I can rest easy and focus on things that matter.
For agents starting out, I would also recommend that aligning yourself with the right master agency is key to your success. This is because success in this industry usually begins with having the right support and training resources at your disposal. No single person can do everything it takes to complete a telecom deal. Allying yourself with other agents, attending trainings, and making mutual partnerships where you lack skills or expertise, are all things which will propel your career forward in this complex business.
At my agency, Creekview Group, we go so far as to partner directly with other agencies, tackling deals side-by-side. Instead of competing, we come together, pool our resources, and create enough sales fire-power to win difficult customers that we might not be able to if we were acting independently.
What do you think is going to be the next “big thing” in 2017?
The Internet of Things (IoT) is on the rise in multiple industries. When I attended the Verizon Innovation Conference this last year, I was blown away by some of the technology applications I saw there. If you're not learning about IoT now, then you are behind the curve.
It isn’t new, but security will become harder and harder to ignore. I was fortunate enough to be able to sit in on FBI briefings that discussed the incredible scope and scale of cyber threats against businesses. I predict that having a robust, dynamic security solution will be as standard as having a phone system in the coming years. If you are not learning about how security works, then you will certainly find yourself at a disadvantage.
Another rising technology is SD-WAN, primarily because it addresses the core aspect of all telecom services – network connectivity. From the Internet of Things to cyber security, all services exist on a network. Since SD-WAN simplifies and enhances our ability to implement and manage wide area networks, it will inevitably be a standard product for serious telecom providers.
Tell us about your life outside of the office.
I am an avid hiker and go mountain biking as often as I can. I recently completed a trek in Zion National Park where we were traversing 18 miles a day. I have been married to my husband, Chuck Waters, for 30 years and we have four children—or, adults, I should say! One of them is currently employed as an HR professional, one is a musician, one is a systems administrator at HP, and my youngest was just offered a job at the Department of Defense. I’m very proud of them all.
Thank you, Kathleen, for sharing with us. Good luck to your children and we hope to continue working with you and the Creekview Group for many years to come!
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