There have been many conversations about channel partners looking for ISV's. Still, not much is mentioned about ISV's being partner ready. It's essential to have your product customer-ready. However, if you want to have direct access to the global IT channel, you need to do it properly. This channel, which is estimated to purchase $5.6B of software for internal use by 2026, according to Jay McBain at Forrester, accounts for a significant portion of all technology spending worldwide. Many software start-ups and scaleups seem unaware of this IT channel, and very few have taken advantage of it. For those not in the know, the IT channel has, for many years, been how most customers purchase IT hardware and software. Suppose you're in the business to business software market; this is a route to market you need to consider. Just Microsoft co-selling with partners eclipsed $8B revenue per year, and that's Microsoft selling partner solutions, not the other way round.