How to Stand Out as a Partner of Major Software Companies? 6 Important Strategies

Being a partner of major software companies like Microsoft, SAP, IBM, Oracle is quite challenging, especially in saturated markets. It's not easy to sell to a limited customer base alongside numerous competitors of similar size who sell the same product and share similar concerns (finding experienced employees, products becoming more expensive due to exchange rate fluctuations, customer apprehension towards cloud products, etc.).

If the picture includes multiple vendors, being able to position them without confusion and making it easily understandable for customers adds an extra burden.

The strategy for vendors to position themselves is very different from how a partner positions itself. So, what can you do to differentiate yourself from your competitors?

1. Define the ideal customer profile well

Many software companies, when asked about their ideal customer base, will say "everyone". When you specify that you expect a more niche answer, you might get responses like "all companies with a factory" or "all mid-sized and large companies". However, the concerns of a factory producing polyester yarn are very different from those of a factory producing steel sheets.

You can create different ICPs (Ideal Customer Profiles) for different product groups and services, but remember that you will need to identify a different channel for each and deliver different messages. For example, the value a cybersecurity product offers to an airline company may not be the same as it offers to a retailer.

If there are partners known and recognized in a specific customer segment among other partners, and you are unfamiliar with that area, it might be better to focus on a different area. For instance, if you are not well-versed in batch production, don't try to enter that area just because a lot of ERP products are sold there.

2. Creating your value proposition

Of course, the product you sell has a value proposition. But what value do you add during its implementation? When creating your value proposition, you need to explain that you offer additional value, separate from the vendor company. Even if "everyone does it that way," vocalizing it can help you stand out.

3. Creating industry-specific solutions

Can you solve common industry problems with the knowledge you've gained from previous projects? Can you sell these solutions to multiple customers repeatedly? Can you combine these solutions to create a product specific to the sector? Many vendor companies create catalogs of such ready-to-sell products. If you can produce a genuinely useful solution, you might also attract the vendor's sales team, who are focused on selling licenses.

4. Strategic partnerships and co-marketing

Companies that want to sell through partners always have resources and budgets for joint marketing activities. Even if the budget allocated to you is not very large yet, if you have a good idea that can create value, you can ask your partner manager to find extra budget. In situations where there is no budget, they can help you with human resources and support to create great events, marketing activities, and content.

The best part of such joint marketing activities is not sharing the budget but expanding the audience you can reach. Therefore, always seek to act together.

Apart from the company you are a partner of, you can also collaborate with companies that target your audience but are not in the exact same field as you. For example, while working at an ERP partner, we were able to reach a good audience by collaborating with a reputable auditing firm to market inflation accounting solutions.

5. Educational content and thought leadership

Preparing high-quality educational content on topics that interest your target audience can be an opportunity for better positioning. You can share these contents with the sales teams of the vendor company and have them send it to customers. Especially short demo videos can be content that sales teams are very interested in. For more information about creating educational content, you can read our blog post: Link

6. ABM (Account Based Marketing)

Identify and target key accounts within the large enterprise segment that stand to benefit the most from your solutions. Use a personalized marketing approach tailored to the specific business needs and pain points of each account. Engage decision-makers through customized content, case studies, and tailored events that speak directly to their challenges and how your solutions can address them.

Seeking expert advice for the implementation of all these strategies can accelerate your progress. To get support, please fill out our contact form and get in touch with us.