By Mark Sokol
Software companies should develop a persona of their target reseller partner just as they would for a direct sale.
There’s plenty of information out there about how to develop a good channel strategy, what the channel needs, what you as a software company need, and what you can expect when you’re working with a VAR. We all know that adding this channel (note: channel and VAR are often used interchangeably) into your sales mix can scale your growth. But we don’t often talk about who these resellers are and how we can use that information to work more effectively with them.