Today's go-to-market for enterprise software companies involves a complex ecosystem of partners. These include traditional resellers, technology system integrators (SI), managed service providers (MSPs), independent software vendors (ISVs), and more.
The rapid adoption of subscription models and cloud marketplaces
is changing the role of these
partners in go-to-market strategies. Many partners are adapting to
the new market dynamics
by increasingly offering their own services around software
deployment, support, and customer
success. In response, enterprise software vendors are reallocating
their partner investment
to drive profitable growth through their partner ecosystem. This
involves funding for partner
programs, comprehensive training, co-marketing, and co-selling
initiatives. Additionally, vendors are strategically directing
resources towards enhancing API integrations, enabling joint
solutions, and accelerating cloud marketplace go-to-market
motions.
We identify the top partner investment areas for enterprise
software vendors by size and
growth rate, and discuss how they can best utilize these funds to
maximize partnership benefits.
The content of this article is intended to provide a general guide to the subject matter. Specialist advice should be sought about your specific circumstances.
