In twenty years of working with service providers of all stripes – ISP, WISP, MSP, VoIP/UC, CLEC – the biggest hurdle has been Attention.
For ISPs and WISPs, they had to yell louder than the Duopoly (MSO and ILEC) just so the community they serve would know they exist.
In the UCaaS and CCC spaces, the pay off for being in the Gartner MQ was now. They were in the conversation or they were top of mind for when businesses were frantic to transition to the cloud.
I will say that for any service provider marketing is the key to success.
Who knows you when the time comes to buy?