The macroeconomy is clearly performing better than two years ago, when we were in the middle of the worse recession of our lifetimes. Though the market has recovered, it hasn’t achieved the growth to date we are all hoping for. In particular, unemployment remains far too high, the housing market is still experiencing weakness, and the credit markets have yet to return to pre-recession levels.

What does this mean for your business? How do you succeed during a slow recovering marketplace? First, you have to look at your industry’s performance, and second how you are differentiating yourself in that industry. Axispoint is a leading technology solutions company focused on three core areas: IT Services, Application Services and Managed Services. Several macro and micro factors have affected our sector. At last year’s VAR 500 Conference, it was stated that over 50,000 IT Services companies in the US went out of business during our recent recession. This is a staggering and sobering number. No one likes to hear about peers and their respective employees losing their jobs. In 2011, the technology services sector is experiencing growth again. Clients have considerable capital reserves, and they need applications and infrastructure to not only gain efficiencies, but better position themselves for revenue gains.

I have never been satisfied with “at market” growth. The uptick in our sector is good for business, but the right strategy and more importantly, exceptional execution, is what will determine if your company can achieve above average market rents and growth. At Axispoint, we are laser focused on our core business, while continually building out our “hot” subpractices that are part of those core offerings. We have several solutions that are currently in high demand, such as Mobility (DAS and Applications), Business Video, and Enterprise 2.0/Collaboration. We also have a more focused sales approach, putting in place a Named Account strategy two years ago that has proven successful for both clients and Axispoint. If you can truly “box above your weight” with a superior sales model, and excel in delivery and customer care, you have a strong formula for sustainable organic growth even during wavering times and markets, such as we are experiencing today.