By Samantha Kalany, BlueStar
Perhaps it’s fair to say that ISVs can find themselves at a crossroads when it comes to how and where to market their software products. A reseller channel can have pros and cons depending on the following criterion:
Direct sales processes are difficult for ISVs to take on alone, so that’s why they are commonly paired up with a reseller. Following this, the reseller will need to take into consideration the following tidbits:
If you, the ISV, are already working with resellers to sell products, don’t crowd the process, by striving to sell to end-users at the same time. You wouldn’t want to confuse customers or even dull down the sales footprint. It’s important that a clear understanding of all roles are incorporated correctly, so you aren’t stepping on anyone’s toes. ISVs should focus on the product, while the VARs stick to the sales and demand.