[nopzor]

You want them to be aware of you already. Ideally, a few desks should have already been pounded by frustrated people at $buyer, while screaming "damn those guys at $seller!".

If you haven't demonstrated traction (eg. have users, customers, revenue, etc) it's going to be hard to get them interested. "market need" is just the tip of the iceberg.

(Unless your software is something truly insanely special and ground breaking, in which case kudos to you I guess)

Hiring an investment banker to run the process and shop you can be helpful. But if there's no "business" around the software you've created, then they probably wouldn't know where to start ;)

My $0.02..