Making nice with the resellers

While selling direct is all well and good. Software vendors know that to really do well establishing a strong relationship with resellers who have the personal relationships with the customers the software vendors want is very important.
eWeek writes Some of the biggest names in the software business¬—SAP AG, PeopleSoft Inc. and Microsoft Corp.¬—are chasing SMB customers with offerings that provide capabilities configured for specific vertical industries.
But to win over a substantial number of those potential small- and midsize-business customers, each will have to work out its relationship with channel partners, which are usually the face of IT for smaller companies.

Resellers often know THEIR customers, potential customers of software vendors, better than the software vendors. Smaller companies often start out by going direct, but eventually must built a strong resale channel.