In this episode, MSDW’s Adam Berezin sits down with Amanda Sherry, VP of Marketing at Western Computer, to discuss ISV relationships, marketing strategies, and the evolving Microsoft partner ecosystem. Amanda shares her insights on how SIs evaluate ISVs, the importance of thought leadership, and the growing impact of AI on customer engagement. Whether you’re an ISV looking to strengthen your partner relationships or a SI seeking innovative solutions, this conversation offers valuable takeaways.
Key takeaways from the conversation:
- How SIs evaluate and select ISV partners
Amanda explains that selecting ISV partners goes beyond just technical compatibility. The evaluation process is led by the product and sales teams, ensuring that solutions align with customer needs and business goals. She emphasizes the importance of ISVs demonstrating customer satisfaction, industry expertise, and seamless integration. A single negative customer experience can lead to reconsideration of a partnership, making ongoing value delivery essential. - The role of marketing and thought leadership
While product fit and support are key in ISV selection, marketing plays a critical role in differentiation. Amanda highlights that customers today self-educate extensively before engaging in sales conversations, making thought leadership an essential factor. Successful ISVs invest in co-marketing efforts, such as joint case studies and lead generation initiatives, to foster strong, mutually beneficial relationships. - Successful ISV partnerships in action
Amanda shares examples of impactful ISV collaborations, such as @Celigo for Amazon integrations in the distribution industry and iSolutions, which excels in customer advocacy. These ISVs stand out by actively engaging in co-marketing and providing ongoing support rather than simply expecting lead referrals. The best ISV partnerships function as a two-way street, with both parties working together to drive customer success. - The growing role of AI in ISV solutions
AI is an emerging force in ISV solutions, and while many SMBs are still in the early stages of adoption, AI-driven efficiencies will provide a competitive edge. Amanda stresses that ISVs need to not only integrate AI into their solutions but also educate partners and customers on its practical applications and ethical considerations. She also highlights the increasing importance of sustainability and corporate ethics in vendor selection.
ISVs looking to thrive in the Microsoft ecosystem must stay at the forefront of innovation, maintain a strong customer-centric approach, and consistently demonstrate clear ROI to their partners.
Watch the full episode to dive deeper into these insights.