Published: 13 July 2023
Technology and service providers rely on increasingly important ISVs to co-develop complementary customer solutions. Yet, many product marketers struggle to gain mind share and engage with ISVs, which require unique program benefits and cross-functional support.
Technology and services providers typically invest in independent software vendor (ISV) partnerships without understanding the comprehensive benefits needed to engage and support these unique partner types.
Many ISV programs evolve organically over time, with no centralized support structure or governance, making them difficult to scale
Product marketers struggle to identify the key roles needed to manage their ISV programs, failing to engage with those who receive richer benefits or better support from other vendors.
To improve ISV engagement performance, product marketers should work with partner teams to:
Select which programmatic features your company should deliver to support and motivate your ISV
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