In our previous post, we described the different layers of the co-selling ecosystem and how ISVs can utilize each one in their marketing strategy. Now, let’s zoom in on the different roles in the field seller layer to help you understand who does what, and how to approach stakeholders in each role. Since the seller-engaged sales teams work directly with the cloud platform’s end customers, who are also your potential customers as an ISV, these stakeholders are often your best point of entry in cloud selling.
Account Manager
Account Managers (AMs), sometimes called Account Executives, are salespeople who own the relationship and overall account wellbeing for a specific, named customer or set of named customers. They work with the Solution Architects (see below) to provide service to the customer. The ratio of AMs to partners varies according to partner size, with the larger partners benefiting from a lower ratio.
Depending on the level of engagement of the account with the cloud provider, AMs usually have strong relationships with their contacts in a customer account. One of their goals is to increase their footprint within the customer account across as many disciplines as possible, so when the time comes they would be able to promote their own agenda and sell cloud products/ services. As an ISV, you can leverage that relationship to gain direct access to decision-makers in accounts that are of interest to you.
As an ISV, you can leverage the relationship with your Accoung Manager to gain direct access to decision-makers in accounts that are of interest to you.
Solution Architect
Solution architects (SAs)/ATSs (Account Technology Strategists) are the technical companion to the AM. They help customers solve any technical problems they encounter on the cloud platform, and serve as the customer’s trusted technical advisor.
Since they are focused on technical problem solving, they are also interested in ISVs that offer solutions to common problems and can advocate for those solutions if they believe they are worthwhile.
ISV Success Manager/ Enterprise Channel Manager
ISV success managers (ISMs), who are also called or Enterprise Channel Managers (ECMs) are usually aligned with a territory or an industry rather than a specific customer or group of customers like the AMs and SAs.
ISMs/ECMs are dedicated to helping ISVs co-sell on the cloud platform and are evaluated specifically by the number of ISV solutions they bring to customers. Therefore, they facilitate engagements between ISVs and customers to generate new opportunities and increase platform use.
Business Development Manager
Business Development Managers (BDMs) serve as the conduit between the service teams and the field, helping to synthesize inbound feedback. The BDM oversees all the account teams in a given industry or in a specific technical field such as retail or machine learning. They have deep knowledge of the industry itself and are focused on the problems and issues facing the industry as a whole, at a macro level, including so-called “dogs that aren’t barking”. They often recommend solutions to the field via webinars and newsletters, and function more like influencers than salespeople.
Solution Specialist
Solution Specialist (SSP) is a technical person focused on a specific workload, scope, or capability. For example, there are specialists that are focused on security solutions and they are whispering in the ears of CISOs within the most significant companies in the world or Data & AI specialists that know best to tailor AI/ML solutions to the customer. The specialist’s goal is to provide the cloud customers with a custom solution in their scope of work and be their trusted advisor. With the right messaging, we often see specialists become the ambassadors for ISVs that compliments their suite of products and agenda.
Mapping out your stakeholders
A robust co-sell sales plan can include developing relationships with as many as stakeholders detailed above. The key is to identify and approach each function with precise messaging that aligns with the goals and business objectives of his or her role.
All the cloud provider stakeholders can be valuable resources in your sales funnel. It’s all about connecting with the right ones, at the right times, with the right messages.
As always, we’re here to help.