As Microsoft expands the reach and depth of Dynamics 365 product options, partner organizations like resellers and systems integrators are placing an increased emphasis on building strategic alliances with ISVs.
That is one of the key messages from an in-depth survey by MSDynamicsWorld.com of more than 150 such organizations carried out during the last few months. The survey inquired about questions like:
- How do Dynamics partner organizations—re-sellers and systems integrators – go about seeking out ISV organizations to collaborate with?
- Which criteria do VAR organizations prioritize when evaluating their ISV partners?
- What kind of marketing and sales information do partners most value from ISVs?
- How should sales leads that result from co-marketing programs be handled by the respective parties?
Among the key findings of the survey:
- High degree of partner selectivity. The vast majority of partners (about two-thirds) interact with fewer than ten ISVs. This suggests that the average ISV is up against significant competition in forging alliances with partners. VARs indicate some measure ISVs can take to improve their chances of capturing interest, including the development of practical co-marketing plans and supplying well-developed content to help justify the fit and opportunity.
- Trade shows take a back seat as partner/ISV meeting places. VARs and ISVs are more frequently seeking each other out via online searches and word of mouth. Trade shows rank third as places where collaborations are forged.
- The favored means for joint marketing between VARs and ISVs, by a huge margin, is via online webcasts and case studies.
- Partners like ISV-generated sales leads. The main proviso partners have: ISVs should qualify the sales lead before passing it along.
The MSDW study is continuing with exploration into specific experiences, case studies, and approaches used by VARs and ISVs to make their alliances pay off. Updated results should be available next month.
