As an ISV in a partner-led setup, it is easy to think demand generation is the reseller's job and our job stops at building good product and reruiting partners. But partners are busy running their own business, and they do not always have the time, reach or marketing muscle to create demand for every product in their portfolio, including yours.

This session looks at what an ISV can actually do to put its products and services in front of the right customers and help shape demand, without stepping on the reseller relationship or trying to sell direct. This is not about recruiting more resellers or building out a bigger channel. It is about what we, as the ISV, should be doing to drive more qualified leads to our partners.

We will talk about what good looks like when it comes to creating awareness with end customers, generating leads that can be handed to the right partner, and making sure our products stay visible in front of buyers even when the partner's own sales motion has other priorities. We will also look at where the line sits, how to support and create opportunity for partners without ever competing with them.

This session is for ISV leadership, marketing and sales teams who want practical ideas on how to be a better demand generation partner to their own channel, not just a product supplier.

This session is for ISV leadership, marketing and sales teams who want practical ideas on how to be a better demand generation partner to their own channel, not just a product supplier.