Keeping Everyone Happy When You Market Multiple Vendors

It is a balancing act between keeping all your different vendors happy as some may be competing for time on a webinar, space on the website or sales team effort. So how do you make it work? We’ve asked VARs and ISVs to come together to share their experiences with you on how they make it work within their organizations. 

Discussion Leaders: 

Stephanie McColly, Chief Marketing Officer & Integrator, Crestwood Associates 

Greg Montique, Director of Marketing, Alta Vista Technology 

Mandy Haberkamp, Director of Demand Gen, Greenshades Software 

Moderated by: Tania Konczynski  

Key Takeaways

• Communication and relationship-building are crucial for successful VAR-ISV partnerships

• VARs value ISVs that provide turnkey marketing materials, support, and align with their business goals

• ISVs should focus on customization, multi-point relationships, and demonstrating commitment to the ecosystem

• Future trends include tighter collaboration, vertical specialization, and emphasis on customer success

Discussion Topics

ISV Selection Criteria for VARs

• Evaluate strategic alignment with industry focus, client needs, and ERP compatibility

• Assess product functionality, integration ease, scalability, and differentiation

• Consider vendor reputation, client success stories, and ERP provider endorsements

• Examine financial benefits and risk mitigation factors

Marketing Challenges

• VARs struggle with balancing core ERP marketing and multiple ISV promotions

• ISVs need to provide turnkey, customizable marketing materials (e.g., "campaigns in a box")

• Importance of understanding VAR priorities and meeting them where they are

• Value of ISV portals for easy access to marketing resources

Effective Content and Campaigns

• Case studies and success stories are highly valued by both VARs and clients

• Educational content addressing pain points and problem-solving resonates well

• Customized campaigns for different tiers of ISV partnerships (e.g., gold, silver, bronze)

• Multi-touch campaigns targeting various departments within VAR organizations

Building Strong Relationships

• Establish multiple points of contact across departments (sales, marketing, support)

• Demonstrate commitment to the ecosystem through event participation and integrations

• Collaborate on customer success and account expansion strategies

• Provide ongoing training and enablement for VAR teams

Future Trends

• Increased focus on vertical specialization and industry-specific solutions

• Tighter collaboration between VARs, ISVs, and even among complementary ISVs

• Emphasis on streamlining implementation and support processes

• Greater integration into VAR onboarding and training programs

Next Steps

• ISVs to evaluate and improve their marketing resource portals and "campaigns in a box" offerings

• VARs to reassess their ISV partnership tiers and communication strategies

• Both parties to explore opportunities for vertical specialization and collaborative marketing efforts

• Consider implementing multi-point relationship strategies to strengthen partnerships

• Stay attuned to market dynamics and customer demands to adapt partnership approaches accordingly

Watch the full Marketing Group Chat here: https://www.channelmktgacademy.com/video-library 

By Channel Marketing Academy, www.channelmktgacademy.com