Recent articles
Here’s your weekly dose of practical marketing insights specifically written for ISVs, channel partners and pretty much anyone in software marketing.
If your partnership strategy is not having the impact you thought it would have, it’s easy to question whether you made the right hire. The real reason might be something totally different.
When was the last time you asked ChatGPT something instead of Googling it? If you’re like most people in the software industry right now, it’s happening more and more. Maybe you asked it to compare two integration platforms. Maybe you wanted a quick breakdown of pricing models for a specific tool category. Maybe you just didn’t feel like wading through ten tabs to find a straight answer.
Every ISV account wrestling with a build vs buy decision shows symptoms you can detect, catalog, and use to lead conversations. The friction points that push teams toward “buy” leave digital breadcrumbs across job posts, release notes, leadership changes, and technical documentation. The problem? Manually tracking these signals across hundreds of accounts doesn’t scale.
The ISVs winning through ISV-OEM collaboration are not chasing pipeline. They are building ecosystems that expand reach, capability, and long-term growth.
AI SDRs are everywhere right now. And honestly? The hype isn’t entirely wrong. These platforms promise faster prospecting, consistent follow-up, cleaner pipeline hygiene, and the ability to test messaging at scale. For ISVs trying to build OEM partnerships or break into new markets, that sounds like a dream.
