About us
About Binary
Binary is a go-to-market consultancy for the IT channel. We work with manufacturers, software and app builders, distributors, resellers and MSPs on the programmes, practices and strategies that decide whether a channel produces revenue.
What we believe
Channel money is lost to poor execution and delay. Partners do not need more content. They need enablement, an incentive worth acting on and follow-through after launch.
When those are missing, sales stay inactive and the funding spent on programmes produces activity with no revenue attached. We start from the commercial outcome and agree how success will be measured before anything starts.
Who we work with
The tech channel needs launches with enablement and follow-through that survive a long sales cycle. Distributors need partner activation, and funding tied to an agreed outcome. Resellers and MSPs need AI adoption that changes the customer processes carrying the cost.
How we deliver
At Binary, nothing starts until the plan and the measure of success are agreed in writing. Timings and costs are set per engagement and confirmed before work begins.
Every engagement has a single point of contact, and Binary is accountable for the work of every specialist involved.
Where this comes from
Tom Halards founded Binary after more than twenty years in the IT sector on the vendor and distribution side.
At Microsoft, Tom led the UK Server category, a business worth $25 million a year in revenue. He built product frameworks and go-to-market plans for channel partners, launched Windows Server 2022 in the UK, and created the Server Guy community to support partner adoption.
He later managed the Collaboration OEM partners across EMEA. Sales ran 13 per cent above target in FY23 and 7 per cent above in FY24. Year-on-year growth of 59 per cent in FY23 and 41 per cent in FY24 took combined EMEA activations to over $90 million a year. The partners he managed there included Dell, Intel, Samsung, Acer, Asus, Fujitsu, Logitech, Yealink, Neat, Jabra, Crestron, Audiocodes, EPOS, Cisco and Panasonic.
As Head of Global Video GTM Programs at Jabra, Tom built the Jabra Video Expert Club (JVEC), a partner programme that enrolled more than 500 partners globally in six months.
His other roles include EMEA channel go-to-market at Zoom, UK and Ireland channel sales lead at Dropbox, and senior campaign manager on the distribution side at Westcoast.
