4 Opportunities To Reach More Partners

What struggles do ISVs have? Reaching out to more partners, growing their partner channel, and having a successful partner program.

I’m here to tell you there’s no magic pill or quick fix to make this struggle go away. 

Sure you’ll have the few VARs that consistently work with you and sell your solutions. But ISVs want to grow.

Some ways to do that are integrating with other ERPs, targeting a pain point or niche, creating a channel program that sticks, and collaborating with more ISVs.

Let’s dive into each of these a little more.

More Than 1 ERP

That may seem like the easiest route to take but it’s not. There are so many factors to consider. All too often we jump in head first before doing the research.

What should you do?

Learn about that ERP. Get a demo. Make sure your product isn’t already built in. Make sure there’s a need. Just because it’s a great fit for one ERP doesn’t mean it’s a great fit for all.

If you have an industry specific solution make sure that ERP is a great fit for that industry.

What requirements do you have to meet to develop a solution for that ERP? What’s their process? It could be very time-consuming and cumbersome.

You need to spend time doing the research before spending money developing the solution.

What’s your niche?

Sometimes we just need to refocus. Over the years you may have seen a trend in the type of customers buying your solution.

Maybe there’s a specific industry or niche you can target or focus on.

You can get really granular with this. Knowing what your niche is and creating specific messaging for it can make all the difference.

Targeting partners with the same niche and creating a marketing toolkit for them can be what you need to not only reach more partners but also become a thought leader in that space.

Google loves content that is focused and leadership driven. Just think of how you can boost your SEO and create traction just by focusing on one thing.

A Channel Program

It’s important to have a dedicated person reaching out and working with partners on a consistent basis. 

Whether you have a strong channel program or are just starting out with a new ERP or product here are some things to help:

  • Develop an ideal channel partner profile
  • Demonstrate how you add value
  • Create partner marketing tools

You want to make it as easy as possible for partners to work with you. It’s also important to have a process in place when they sign up. Give them tools and resources so they can hit the ground runnning right away.

Start with things like:

  • Partner trainings
  • Quarterly check-ins
  • Marketing initiatives and goals
  • Partner incentive programs
  • Sales enablement tools


Maybe one of the easiest and cost-effective ways is collaborating more with ISVs. We all know how powerful it can be to work with a group.

Having a community of ISVs coming together to create joint marketing initiatives, brainstorm ideas, share tips-n-tricks, and leverage each other’s skills and knowledge can be very powerful. This is your chance to get access to more partners and customers.

That’s my whole idea around The ISV Society. Making it easy for ISVs to do all of those things and more.

Where should you start?

All of these take time, money, and resources. So you can just pick 1 or 2 to focus on based on your budget and goals.

Next steps:

  • Learn more about The ISV Society and become a member
  • Talk to me about Contractor work – I can help with building a channel strategy, engaging with partners, growing your partner channel, and more.

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