In this part 5 of our Microsoft ISV Workshop Series, we will outline the findings of our group discussion with Microsoft ISVs in Western Europe at various stages of development. I suggest reading Part 1, Part 2, Part 3, and Part 4 of the series if you haven’t read them yet.

In part 4 we reviewed the top challenges, added some other typical challenges, and discussed related challenges. Now, in part 5, we make some observations with the objective of help you apply to your business the best next steps in determining your top challenges and steps to address them.

The challenges were identified and compiled in the following table in Part 3 of these series: In reviewing the top 10 challenges and then the top 3, categorizing them and showing a trend across Early to Growing and Established, while many things progress, Enablement of the channel remains a top challenge across all stages. This challenge is what we addressed in the workshop with each individual and assisted them in identifying and planning the implementation of the best solutions for them.

Key Observations:

The bulk of the challenges are in Partner Enablement and Partner Management, covering more than half of the challenges captured.
The ‘Onboarding/ Enablement/ Support’ category holds the greater number of Challenges, and 8 of the 9 Top Challenges.

ACTIONS: So, what can business leaders from software product companies / ISVs learn from this?

Invest in ‘Onboarding/ Enablement/ Support’, as this is by far the most important activity to better ensure channel success. When your partners are clear on what they can gain from the partnership and you can ease their challenges in winning business, they will be more engaged and excited about meeting your partner goals.
Ensure Greater Partner Fit: With the heavy investment required to enable partners, ongoing work is required ensuring you have sales channel partners with the relevant capabilities for your business.
Develop Your Partner Proposition: To warrant the level of investment from your company and from the partner company, the opportunity must be large enough thus the Partner Value Proposition or business case must be clear.
Invest in Partner Management, Support and ongoing Enablement: ongoing commitment is required from all sides to make the best of the partnership; Work with companies to build trust with clear plans and regular check ins while continually investing in the right relationships. A partner’s commitment must be coupled with their capabilities to deliver on the agreed plans, thus continually assessing, and investing, and examining how your partner companies are changing is key. Make sure that your active partnerships are aligned with the original plans.

If you would like to overcome your sales challenges it is best to work directly with us, please get in touch: info@tenego.com.

We also host regular online workshops and key concept training sessions. For more information go here: www.TenegoAcademy.com

OR see example session at Free Session on Key Concepts – Partner Strategy Development / Partner Type Selection

“Many partnership initiatives fail due to poor process, limited reach and lack of bandwidth. Tenego, through a rigorous set of processes and workflows, address the key elements of sales channel success; Strategy, Planning and Execution, combined with global reach through its in-market teams of experienced channel experts.

Donagh’s session opened everyone’s eyes to see the full scope of activities to make sales channels work effectively. I can see how Tenego’s structures and practical approach in sales channel planning and execution can benefit Microsoft ISVs.

From the session it was interesting to see that the most common top challenges centred around onboarding, enablement and support of partners. It highlights again that ISVs need to approach partners not in a “push sales” approach but in a more cohesive way that values the joint-opportunity of working together for the end-customers.”

– Chris Dial, Microsoft – Senior Director | AI, Scale-Ups, and ISVs Engagement