Best Practices for VAR and ISV Co-Sell Relationships

We all know that VARs and ISVs can drive mutual growth and success by working together. However, establishing and nurturing relationships between organizations requires strategic engagement, rigorous onboarding, effective co-selling practices, and continuous support. Luckily, in a recent MSDynamicsWorld masterclass, Microsoft Dynamics 365 MVP Rick McCutcheon hosted industry experts who shared their best practices for building and maintaining VAR and ISV co-sell relationships.

The panel of experts included:

• Ivan Stano, EVP, Resco
• Richard Dennis, VP of D365 CE Practice, Thinkmax
• Mary Miller, Marketing Director, PayTrace
• Ian Gorman, Director of Modern Platform Management, MCA Connect

Let's dig into some of what they had to say.

You can watch the full masterclass on-demand by clicking the image below.

Best Practices for Strategic Engagement with New ISVs

Ian’s Perspective on Engaging with New ISVs

Often, Ian says, VARs' initial contact with new ISVs comes naturally. However, choosing the right ISV partners involves more than just responding to inquiries. The decision-making process leans heavily on consultants' prior experiences and the quality of an ISV's presence within the Microsoft ecosystem. He says that stability and expertise in Microsoft’s SaaS platform are crucial factors, so ISVs must ensure their solutions are up-to-date and well-prepared for frequent Microsoft releases to maintain relevance and stability.

Richard’s Approach to Identifying New ISVs

Richard emphasizes the importance of understanding product gaps. When a gap is identified, his team researches the market, consults the Microsoft app stores, and gathers insights from their consulting and architecture teams. Then, his team develops a formal internal business case to assess the benefits of partnering with an ISV versus creating an in-house solution. Once the business case is approved, a detailed onboarding process begins, involving in-depth feature reviews, testing, and architecture assessments to ensure the ISV solution meets the required standards.

Best Practices for Effective Onboarding

Mary's Take on Building Relationships

Mary stresses the importance of relationships built on trust. Partners must become an extension of the VAR team, providing easy access to necessary information and support. While communication is essential, over-communication can be detrimental. Therefore, ISVs should tailor their outreach to meet the needs and schedules of their VAR partners.

Best Practices for Successful Co-Selling

Ian's Perspective on Unified Fronts in Sales

Ian underscores the need for clear roles and responsibilities between SIs and ISVs. Establishing expectations early on ensures a unified front during sales cycles, making the client experience seamless and cohesive.

Richard's Approach to Symbiotic Relationships

Richard describes co-selling as a symbiotic relationship. ISVs must align with the SI’s sales strategy, providing quick turnaround for demos, pre-sales assets, and support. A routine and pattern developed over time can lead to more successful engagements.

Ivan's Take on Global and Regional Variations

Ivan highlights that co-selling practices may vary by region. In Europe, a more Partner-centric approach is adopted, whereas direct engagements are more common in North America. Clear preparation and defined responsibilities are crucial for success.

Best Practices for Continuous Support and Relationship Management

Mary's Idea of Customer-Centric Support

Mary emphasizes the importance of understanding where the ISV solution fits within the customer’s implementation cycle. Clear communication about support roles ensures the customer receives consistent and effective assistance.

Ian's Thoughts on Simplified Processes

Ian points out that simplifying processes for the customer is essential. For example, customers prefer a single point of contact for support and billing. Establishing clear support expectations upfront and maintaining a streamlined approach benefits everyone.

Best Practices for Marketing Strategies

Industry-Specific Solutions

Richard and Ian agree that industry-specific solutions effectively capture attention. Participating in industry events and demonstrating targeted solutions can differentiate an ISV in the market.

Digital Marketing and Success Stories

Ian and Richard highlight the effectiveness of LinkedIn marketing and the importance of showcasing success stories. Engaging directly with audiences on platforms like LinkedIn and creating content highlighting successful implementations can drive interest and establish credibility.

Keep Learning About the Best Practices for VAR and ISV Co-Sell Relationships

Of course, there's much more to learn about ISV and VAR co-sell relationships. To hear what the experts say for yourself, check out "Secrets to Selling Dynamics: Best Practices for ISV and VAR Co-selling Relationships," an on-demand masterclass available now.