5 Key Insights for ISVs Navigating the Channel Ecosystem

5 Key Insights for ISVs Navigating the Channel Ecosystem

In today’s competitive ERP landscape, ISVs need to master the art of navigating the channel ecosystem. Whether you're looking to expand your reach, increase revenue, or build lasting partnerships, understanding the nuances of this ecosystem is critical to your success. Here are five key insights every ISV needs to know to thrive.

1. Understand the Role of VARs

Value-Added Resellers (VARs) are more than intermediaries; they’re the bridge between your solutions and your end customers. By understanding their goals and challenges, you can position your offerings to align with their needs.

Key Tips:

• Provide enablement tools: Create easy-to-use resources like training guides, sales materials, and demo scripts to help VARs sell your solutions effectively.

• Establish trust: Consistently communicate and deliver on your promises to build credibility with your channel partners.

Collaborating with VARs who share your target audience can help you tap into new markets and drive sales more effectively.

2. Leverage ERP Events to Build Your Network

ERP events are not just for showcasing your products—they’re goldmines for networking and learning. Events like Community Summit, acuCONNECT, DynamicsCon, Sage Transform, and others bring together ERP vendors, VARs, ISVs, and customers in one place, making them the perfect opportunity to strengthen your presence in the ecosystem.

Key Tips:

• Participate actively: Host sessions, sponsor events, or present demos to showcase your expertise.

• Share your expertise: When they call for speakers are you submiiting your session ideas? This is a great to share your expertise, knowledge, build trust with your audience, and give something of value.

• Engage in conversations: Use these events to build relationships with potential partners and customers.

• Follow up: The real value comes from continuing the conversations post-event. A simple email or LinkedIn connection can lead to significant opportunities.

By leveraging these events strategically, you position your brand as a trusted and active player in the ERP ecosystem.

3. Collaborate with Other ISVs for Co-Selling Opportunities

In the ISV world, collaboration isn’t just a nice-to-have; it’s a growth strategy. Partnering with complementary ISVs can amplify your reach and value proposition by offering customers a more comprehensive solution.

Key Tips:

• Find alignment: Look for ISVs whose products complement yours. For example, a payment processing solution could pair well with an inventory management tool.

• Create joint campaigns: Co-branded webinars, case studies, or marketing campaigns can expand your audience while sharing the costs.

• Support each other’s sales efforts: Train each other’s teams on how to position and sell your integrated solutions effectively.

When done right, co-selling can drive more leads, strengthen relationships, and increase revenue for all involved.

4. Utilize Industry-Specific Content to Build Authority

To stand out in a crowded channel ecosystem, it’s essential to create content tailored to specific industries. Industry-specific content demonstrates your understanding of your audience’s unique challenges and establishes you as an authority in their field.

Key Tips:

• Focus on pain points: Address industry-specific problems that your solution solves.

• Leverage case studies: Highlight success stories from customers in the same industry.

• Stay current: Share insights on trends and regulations impacting the industry.

By providing valuable, targeted content, you position your ISV as the go-to solution for specific market segments.

5. Invest in Ongoing Partner Enablement

Successful partnerships aren’t built overnight—they require consistent support and enablement. Investing in your partners’ success ensures they are equipped to sell and implement your solution effectively.

Key Tips:

• Offer training: Provide regular training sessions to keep partners up to date on your solution’s features and benefits.

• Share resources: Supply partners with marketing collateral, sales decks, and technical guides.

• Communicate frequently: Maintain open lines of communication to address questions and provide updates.

A well-supported partner is a more effective partner, leading to stronger relationships and better results for you and them.

Conclusion

Navigating the channel ecosystem requires a clear understanding of the roles of your partners, leveraging events to their fullest potential, collaborating with other ISVs, creating industry-specific content, and investing in partner enablement. By mastering these five strategies, ISVs can create sustainable growth and become indispensable players in the ERP landscape.

Mastering the channel ecosystem starts with the right tools. The 2025 ISV Guide to Grow Your Audience is your go-to resource for finding partners, attending the right events, and focusing your efforts for maximum impact. Take the next step in your ISV journey—download the guide today!