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:
- Whether the ISV offers software by itself
- Whether the ISV provides a hybrid of software and hardware solutions
STRAY AWAY FROM CHANNEL CONFLICT
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.