Why Software Vendors Partner with Resellers

Woman writing notes on board as a vendor

Originally published January 23, 2023 · Updated: July 2026

Software vendors partner with resellers for four reasons: broader market reach, an extended sales and marketing force, deeper industry and technical expertise, and better customer satisfaction through localized, hands-on service. For buyers, that partnership usually means faster implementations and better support than going direct.

The technology industry is constantly changing, but a constant is the symbiotic relationship between vendors and resellers. Vendors create and develop the products and services businesses need, while resellers act as intermediaries to market and distribute those products to a broader audience.

In this blog, we’ll explore the reasons why vendors use resellers and how this partnership benefits both parties (and their shared customers).

Key Takeaways

Resellers give vendors instant access to customer bases and verticals they couldn’t reach economically on their own.
A reseller acts as an extension of the vendor’s sales and marketing team — with local relationships the vendor doesn’t have.
Specialized resellers add implementation and integration expertise that generic vendor support can’t match.
Customers often get better outcomes buying through an expert partner: one accountable team for licensing, implementation, and support. That’s the model Faye operates as a partner for Sugar, Zendesk, HubSpot, and more.

How Do Resellers Increase a Vendor’s Market Reach?

One of the main reasons vendors use resellers is to expand their reach and increase their market share.

Vendors can tap into a reseller’s existing customer base and reach new markets they might not have been able to access on their own. Resellers also have the ability to localize sales and marketing efforts better to match the needs of their specific customer base.

In addition, vendors can work with partners to run co-branded and co-funded marketing and sales campaigns. By combining expertise, budgets, and employee resources, campaigns gain a wider reach and result in better marketing and sales conversions.

How Do Resellers Act as an Extension of a Vendor’s Sales Team?

In addition to running co-branded campaigns, vendors rely on resellers to provide extended marketing and sales expertise.

Here are just some examples of how resellers provide additional sales and marketing expertise:

Utilizing proven sales processes and strategies

Utilizing proven marketing strategies, campaigns, and content

Sharing industry-specific knowledge that can be used to target the right market segments

Providing a subject matter expert to participate in webinars and events

Providing valuable feedback on the vendor’s products or processes

Overall, resellers can help vendors increase their sales and revenue by providing expertise and resources that the vendor may not have access to on their own.

What Industry and Technical Expertise Do Resellers Add?

Another reason vendors use resellers is to provide even more value to their customers. Resellers often offer additional services, such as:

Consulting and support
Admin and end-user training
Customization
Implementations
Integrations
Ongoing management

Resellers work with customers to understand their specific needs and tailor solutions using the vendor’s products, which can make the software an even better fit for the customer and demonstrate the value of a solution within the context of a customer’s entire tech stack.

In addition, resellers typically have specialized technical and industry expertise, which means they can provide the vendor’s customers with consulting and solutions that make the vendor’s product easier to use and help demonstrate to customers how the vendor’s solution can meet their specific needs and requirements.

How Do Resellers Improve Customer Satisfaction?

Finally, because resellers have smaller customer bases, they can provide more personalized service and attention to each customer, leading to increased satisfaction. Resellers can also handle customer inquiries and issues more quickly than a vendor typically can, which leads to faster resolution times and less work for the vendor’s customer support team.

With faster, more personalized support and a solution tailored to their unique tech stack, it is clear that when vendors and resellers work together, it provides lasting benefits for customers.

Conclusion

In conclusion, vendors use resellers for various reasons, including expanding their reach, providing additional value to customers, and leveraging the resellers’ sales and marketing expertise.

That’s the model Faye has run for over a decade: 12+ years, more than 1,000 implementations, and custom-built tools powering the daily workflows of over 100,000 CX users — recognition that includes being named Intercom’s Services Partner of the Year in 2026. When vendors and expert partners work together, customers get one accountable team for licensing, implementation, and support.

Frequently Asked Questions

Why do software vendors use resellers instead of selling direct?

Resellers expand a vendor’s reach into markets, industries, and company sizes the vendor can’t serve economically with a direct sales force. They bring existing customer relationships, local presence, and implementation capability — so the vendor scales revenue while customers get closer, more specialized service.

What’s the difference between a reseller and a value-added reseller (VAR)?

A basic reseller distributes licenses. A value-added reseller wraps services around the software — implementation, customization, integration, training, and ongoing support. Most business software today is sold through VARs, because the software’s value depends heavily on how well it’s implemented and adopted.

Is it better to buy software through a reseller or direct from the vendor?

Through a strong reseller, you typically get the same licensing plus implementation expertise, integration help, and a single accountable partner — often at no additional license cost. Buying direct makes sense mainly when you have deep in-house expertise with that specific platform and need nothing beyond licenses.

How do I choose a good software reseller?

Look for certified expertise in the specific platform, a track record of implementations in your industry, in-house technical capability rather than pure sales, and post-launch support offerings. Ask for customer references and check how the reseller handles support escalations with the vendor — or let Faye’s evaluation and procurement services run that vetting for you.

Curious what an expert partner changes? Talk to a Faye expert — as an award-winning partner for Sugar, Zendesk, Salesforce, HubSpot, Freshworks, and Intercom, we handle licensing, implementation, and support as one team.

By Ross Peetoom, VP Professional Services

Ross Peetoom is a passionate customer success leader with a wealth of experience in technical support, operations, and team management. Currently serving as Vice President of Professional Services at Faye, Ross brings a proven track record of leading high-performing teams and delivering exceptional client experiences.