Front Taps TSD Giants to Reshape Complex B2B Customer Operations

SAN FRANCISCO, CA – March 18, 2026 – Front, a customer operations platform specializing in complex B2B environments, today announced a significant expansion of its channel ecosystem through new strategic partnerships with three of the industry’s most influential Technology Services Distributors (TSDs): Intelisys, Sandler Partners, and Telarus. The agreements are set to connect Front’s specialized platform with thousands of technology advisors, dramatically increasing its market penetration within the mid-market and enterprise sectors.

This move signals a decisive bet on indirect sales channels to tackle a segment of the customer experience (CX) market often overlooked by mainstream solutions. While much of the industry has focused on high-volume, transactional B2C interactions, Front has carved out a niche by addressing the intricate, multi-stakeholder reality of B2B customer relationships. The partnerships will embed Front into the portfolios of advisors who are already guiding major corporate decisions on cloud infrastructure, communications, and AI automation.

A Strategic Pivot to the Channel Ecosystem

The decision to align with TSD powerhouses like Intelisys, Sandler Partners, and Telarus represents a calculated and aggressive channel-first strategy. These distributors form the backbone of the technology advisory landscape, with networks that collectively reach a vast number of businesses navigating digital transformation. Intelisys, the nation's largest TSD, boasts end-user billings in the billions, while Sandler Partners is recognized as America's fastest-growing distributor, and Telarus commands a global community of thousands of partners.

For Front, this is more than just a distribution deal; it's a fundamental shift in its go-to-market motion. The move is underscored by the recent and strategic appointment of Mike Kane as SVP of Global Channel Sales & Partnerships, a role created to accelerate this very type of growth.

“For over a decade, Front has focused on solving the coordination and context challenges that define complex B2B customer operations,” said Kane in the official announcement. “These partnerships allow us to bring that advantage to thousands of advisors whose clients are navigating high-stakes transformation initiatives. We’re committed to equipping the advisor community with a platform built for that reality.”

This strategy taps into a powerful market dynamic. Technology advisors are increasingly influential, with many businesses relying on them to vet and select solutions in a crowded, often confusing marketplace. By integrating with the TSD ecosystem, Front gains not only reach but also the trusted endorsement of advisors who are already deep in conversations about their clients' operational pain points.

Beyond the Ticket: A Platform for B2B Complexity

The core of Front's appeal lies in its deliberate departure from the standard customer service playbook. The platform is engineered for what the company calls "the operational reality of B2B," which involves multi-team collaboration, multi-system data, and multi-step workflows where context is king and dropped handoffs can jeopardize major accounts.

Unlike solutions designed for deflecting a high volume of simple tickets, Front acts as an orchestration layer. It provides a collaborative, omnichannel workspace where teams from sales, support, operations, and success can work together within shared inboxes. This is augmented by a suite of purpose-built features:
* Workflow Automation designed for complex, multi-stakeholder processes.
* AI-powered tools like Autopilot and Copilot, which automate routine tasks while keeping human experts in control of critical decisions.
* Quality and Satisfaction Measurement tools like Smart QA and Smart CSAT that function across different communication channels.
* Over 130 integrations that pull crucial context from CRMs and other systems of record directly into the workspace, preventing information silos.

This approach aligns perfectly with current market trends. Research shows a clear shift away from purely transactional CX, with businesses seeking comprehensive platforms that can manage the entire relationship lifecycle. The integration of AI is no longer a novelty but a key purchasing driver, and Front’s model of human-in-the-loop AI addresses enterprise concerns about maintaining quality and control.

Empowering the Modern Technology Advisor

For the thousands of technology advisors within the Intelisys, Sandler, and Telarus networks, the addition of Front to their portfolios is significant. It provides them with a differentiated, high-value solution that addresses a sophisticated and often underserved need within their client base.

The TSDs themselves have been actively encouraging their partners to lean into AI-driven CX solutions. "Front represents the next evolution of customer engagement where collaboration, automation, and AI come together to drive measurable business outcomes," noted Sam Nelson, VP of CX and AI at Telarus. "Front’s momentum in the CX space reflects the growing demand for modern, AI-enabled engagement solutions, and we’re excited to support their continued expansion.”

This partnership allows advisors to move beyond just reselling individual products. They can now architect more holistic solutions, attaching Front to broader UCaaS, CCaaS, and AI automation initiatives. This not only creates new revenue streams but also deepens their strategic value to clients. By introducing a platform that solves complex operational challenges, advisors can position themselves as true partners in their clients' digital transformation.

Ben Edwards, Director of CX and AI at Sandler Partners, echoed this sentiment, highlighting the platform's alignment with modernization trends. “Their focus on service channel automation with conversational AI, virtual agents across chat, voice, and email aligns with how organizations are modernizing customer engagement," he stated. "Their solutions and generative AI tools bring innovation that improves efficiency while preserving the human experience.”

As Front commits to investing in partner training and joint marketing programs through 2026, these advisors will be equipped to bring a new class of customer operations technology to a market that is increasingly defined by complexity, collaboration, and the intelligent application of AI.