OEM can be an elusive term. In fact, it means many things to many people. For us, it means embedding one software solution into another to enhance product features for the benefit of the end-user customer. Third-party integration helps bring a faster time-to-market and can make your product more competitive in the global marketplace. But finding new partnership opportunities in the right ISV accounts is not as easy as it seems.
The buy vs build decision for an ISV is one that is never taken lightly. And when the decision is made to embed your software solution into their product, they do so because they clearly have weighed the pros and cons of that buy vs build scenario.
Many software vendors rely on channel partners for growth, expansion into new markets, and to provide essential implementation services to guarantee deployment success with end-user customers. Supporting your channel to help them sell is essential. But how well do you actually know your channel?
Many people have the misperception that cold calling doesn’t work. I can understand this because I am often very stand-offish when I am called by people out of the blue. But to go as far as to say that cold calling is a waste of time is just not true—cold calling can actually help you generate more leads faster than any other outbound marketing tactic, (if it’s done right).
Whether you’ve been working in marketing for a long time or not, habit and routine can lead to complacency if you’re not careful. It’s important to be especially weary of becoming stagnant, and generating “passing” results; the type of outcomes that are not terrible, but not transcendent either.