It’s no secret. Cloud technology is helping independent software vendors (ISVs) find new opportunities to innovate their products and business overall. But ISVs also face increasing pressure to grow revenue while responding quickly to market changes and the need to develop solutions.
As a result, many ISVs believe that to separate themselves in an evolving and expanding market, they must choose between investing in sales and marketing or investing in product development.
All too often they overlook a proven approach for extending sales reach and achieving scalable growth—without the need to make trade-offs. After all, the goal of any business is not to simply survive but to thrive.
That’s why it’s critical for ISVs to challenge their own assumptions and consider another path: reseller channel sales.
“Because the purpose of business is to create a customer, the business enterprise has two—and only two—basic functions: marketing and innovation.”
—Peter Drucker, business management consultant
The typical approach
Businesses often think the burden of marketing and innovation falls entirely on them. Accomplishing both can be an impossible task and consequently, innovation is often neglected. According to SaaS Capital, software-as-a-service (SaaS) companies are spending 20% more on sales and marketing compared to R&D.
Here’s why this imbalance can be disastrous: By ignoring innovation, you’re at a much greater risk of not keeping pace with the evolving needs of your customer and becoming obsolete as your competitors move forward.
Technology moves fast, and innovation is key to staying competitive. While it’s important to expand into new markets, ISVs need to continue focusing on developing products for their customers. If the product doesn’t remain current and continue to meet the needs of the end customer, the customer will go elsewhere—no matter how much you spend on sales and marketing.
Today, it’s not only about dealing with the challenges you face, it’s also about challenging your assumptions. Growth problems can’t always be solved through sales and marketing. That’s why it’s important to consider diversification to achieve long-term success.
You can achieve scalable growth—without compromising product development—when you diversify your revenue streams to include indirect sales, potentially leading to exponential growth.
Incorporating reseller channel sales
Reseller channel sales can complement ISVs’ existing sales and marketing efforts, enabling them to spend more time on research and development. In addition, creating a reseller channel sales program can help ISVs extend their sales reach while reducing acquisition costs.
And because reseller partners have existing relationships with potential customers—along with an established and trusted presence—they can provide access to new customers in new regions and markets at a low cost.
Teaming up with Ingram Micro gives ISVs access to the largest ecosystem of channel partners and end customers, further reducing the time and resources they need to expend to establish a channel presence.
ISVs don’t have to bear the sales and marketing burden alone. Instead, they can let the reseller channel do the heavy lifting of generating more revenue opportunities, while focusing on perfecting current products and creating new ones.
Learn how to partner with Ingram Micro Cloud to open up a reseller channel program by visiting https://www.ingrammicrocloud.com/solutions-i-am-isvsi/.