Why Vendors Will Lean More on ISV Partners in 2019

Topping our list of 2019 channel predictions is the projection that vendors will lean more heavily on ISVs to help fuel business growth. My conversation a few weeks ago with MapR channel chief Geneva Lake reinforces this vision. Brought on two years ago to take the company’s channel program to the next level, Lake relies on ISV partners to stand shoulder-to-shoulder with MapR and other reseller partners to solve customer problems.

The “more feet on the street” the better, Lake told Channel Marketing Journal in our recent interview, where she stressed the value of 2-, 3- and 4-way channel relationships and how important it is for vendors to continually demonstrate their value to ISVs. You can catch highlights of our conversation in this video.