Understanding TEConnect: BlueStar's Software Partnership Program with ISV Manager Josh Kelly

It's no secret that ISVs are an essential component of business growth for value-added resellers and system integrators.

To that end, BlueStar's TEConnect Program exists to accelerate software companies focused on growing their business in the channel. As a member, software companies are introduced to BlueStar's vast network of VARs and SIs, as well as class-leading hardware vendors.

We recently had the opportunity to sit down with BlueStar's ISV Manager, Josh Kelly, to discuss the continued growth and evolution of the TEConnect Program, BlueStar's role in creating a partner-enabled ecosystem, and plans for 2025 and beyond.

How does BlueStar view the role of ISVs in the reseller channel, and how has that role changed?

"Since we are a solutions distributor, bringing software partners to the table is critical. We've heard clearly from our value-added reseller partners that they are looking for software partnerships to help them strengthen their offering in core verticals, and to equipped them with purpose-built solutions in the industries they want to enter. The question becomes, what role do we play in helping promote the resulting solutions and partnerships?"

For a number of years we've worked with strategic vendor partners to execute end-user marketing campaigns on behalf of VAR/ISV duos—pairing the software partner with one of our resellers.

We maintain an internal dialogue on what this looks like moving forward. We're currently navigate different avenues, including having a formal distribution agreement with BlueStar, enabling resellers to purchase software titles directly for the purpose of resale. We're working on a Marketplace to enable this new model. We know that resellers are hungry for recurring revenue, and SaaS (Software-as-a-Service) partnerships can make that happen."

TEConnect Founding Vendor Partners

Give us a brief overview of BlueStar’s TEConnect Program and who it was built for?

"The program is a way for us not only to catalog and organize software companies but also to help those companies break in to our channel and find new partnerships with hardware manufacturers and resellers.

Becoming a part of the program means that you'll receive invites to exhibit at BlueStar events such as the 2U Tour, Exec Summits, and VARTECH. It also means that when a VAR partner asks our team for a recommendation in a certain area, your company is discoverable to us.

I would say the best fit software company is one that is interested in an indirect sales model. Said another way, if you're looking for value-added resellers to act as an extension or your sales team, we can put you in front of those companies. This isn't to say that hybrid software companies that sell hardware in addition to software aren't interesting to us; quite the opposite—but our portfolio of value-adds is deeper for those looking to connect with VARs and SIs.

Currently, there are over 3,000 ISVs in our program. Some are deeply engaged, and we assist them with vendor-funded end-user marketing, help recruit resellers, and invite them to participate in shows like VARTECH and the 2U Tour."

OK, we've registered—now what?

"Like most things in life, the TEConnect Program will give back what you put into it.

Every company that registers for the program doesn't have the same experience, and it comes down to your alignment with BlueStar and our strategic vendor partners. Not every company that enters the program is a great fit.

Some operate in industries far outside of the core of our VAR and manufacturer network—others haven't fully baked their dealer incentive program. 

For a company who enters the program with clear goals on growing a dealer network and engaging with strategic vendor partners? The first step is to align you with those vendors to determine the best course of action and whether any co-op of MDF funding is available for marketing activities.

Next, we'll look at opportunities to promote your company, things like podcasts, online events, in-person conferences, VAR awareness marketing and even end-user demand generation campaigns.

The simplest answer is: reach out to me, we'll have a conversation and if it makes sense, I'll connect you with the people on our end who can make things happen for you."

Who should register for the program?

"Any ISV interested in the channel model and ready for broader regional, national, or even global growth by empowering reseller partners to sell their solutions or include them in opportunities.

It's also a great way to introduce yourself to BlueStar vendors and certify your software for their products. After an ISV registers, my follow-up is to work with the BDM that represents the hardware venodrs you work most closely with.

BlueStar represents over 250 Manufacturers covering many vertical markets, so if you don't have strong hardware partnerships today, that is also a value we can bring to the table—making that connection so that the ISV, BlueStar, the vendor partner and any interested VARs can combine forces to bring solutions to market."

What expectations do we have for ISVs that participate in the program? What makes them more likely to be recommended to our vendor partners and VAR customers?

"The key to a successful relationship is to ensure you're targeting a vertical that aligns with a strategic vendor partner and you're thinking about creating solutions you and the manufacturer can promote.

It seems obvious enough, but this is a partnership between multiple parties, so ensuring everyone is on the same page is key.  Regarding expectations, collaboration from a sales point of view needs to happen. 

We are all selling this choice to someone, whether the salesperson at BlueStar, the reseller, or the end-user, so the better you are on that front, the higher your likelihood of success is."

You’ve been recording a new video series called ISVs on Tap. Tell us about it, when/where we can watch it, and why ISVs should appear on the show.

"We have recorded three episodes and hope to release them in early 2025.  BlueStar will be releasing them on their YouTube channel. I sit down for a short conversation (10-15 mins) to understand more about their company, their software, how it helps solve a problem, and the value they can bring to VARs.

Oh, and we share a cold beverage at the end...that's the "on Tap" part! For ISVs, it's one more layer of exposure that we'll promote to partners on our social channels and in newsletters, as well as provide quality content ISVs can reuse."

Look out for episodes of ISVs on Tap as they roll down the pipeline in the new year.