ISV – OEM marketing is a beast.  One of the things that most people don’t realize about ISV-OEM sales to ISVs is how critical timing is, which means it is super important to have a giant sales funnel.  ISV-OEM sales cycles are usually long—in some cases taking upwards of 18 months to complete from start to finish.  And of course, in the end, not everyone is going to opt for your offer, which means the more ISV leads you have, the better.  What’s funny is that many ISV-OEM program holders don’t see it that way.  They think that it’s