5 Tips to Boost Your Channel Partner Sales Strategy

Apurva Pathak | March 10, 2022 | 132 views

5 Tips to Boost Your Channel Partner Sales Strategy
According to Forrester, 75% of the world’s commerce uses channel sales to generate revenue. What does this mean? Instead of preferring direct channel sales, where there is no intermediary, companies, or ‘vendors’ are trusting their partners to sell for them. Channel partner sales contribute to revenue and sales growth, adding to the company’s headcount and associated expenses. They are also enriching the customer experience.

In a LinkedIn Live, Kori O'Brien, SVP Alliances & Channels at Salesforce, talked about how partner sales contribute to a great customer experience.

“I really think it’s about segmenting the market and realizing how you get your best scale. And at the end of the day, it’s about what is going to make your customers more successful. You want them to have access to and experience of engaging with your product and brand successfully. I think if you can make sure that the partners you bring on board hit the profile you want and you segment your market effectively for productivity, I think there is a healthy balance between direct and indirect sales.”


Are you planning on expanding into new markets, enhancing your customer experience, or creating a channel to scale your growth efficiently? If you are, then you must dive deep into channel partner sales, understand how to face the challenges they present, and make the most of a channel sales strategy


Understanding Channel Partner Sales

One of the many ways to scale a business is to hire salespeople. However, hiring, training, and retaining salespeople is expensive and can even deplete the resources you can use to grow your business. Even with the best tools on the market, sales reps face limitations. A game-changing idea would be to set up a channel sales strategy.

In a channel partner sales strategy, you use partners, including but not limited to affiliate partners, value-added partners, and resellers. Anybody who doesn’t work for you directly but sells your product is a channel partner.


Examples of Channel Partner Sales

  • Alliances: Partners that sell complementary products
  • Affiliates: Websites that send customers to your site for a paid commission
  • Dealers: Intermediaries between customers and manufacturers
  • Distributors: Buyers who directly buy from you but market and sell to customers in their region
  • Franchisees: Use your brand identity and business model to sell products and services
  • Resellers or VARs: Purchase products to resell them, often adding features to enhance them
  • Brokers and Agents: Arrange purchases in exchange for a pre-set commission
  • Retailers: Sell products to consumers in small quantities

Channel Partner Sales: Benefits, Challenges & Solutions

Let us look at some benefits that channel partner sales can offer:
  • Brand Awareness and Trust
A well-known channel partner can help you create brand awareness and credibility in the market.
  • Efficiency and Cost-effectiveness
Channel partners can bring more revenue at a fraction of the cost of hiring new sales reps.
  • Experimentation Space
Experiment with new products, packages, customers, and marketing campaigns at low risk.
  • Customer Experience
Vendors help with customer success by giving service and support to customers on your behalf.

So far, channel partner sales look promising for business growth, right? However, your channel partner’s sales ride may not be a smooth-sailing one. Let us look at some challenges this model presents and how you can tackle them without burning yourself out.
  • Lack of Control
Your partners represent your brand when they sell your product to end customers. However, you cannot control their interactions with customers. The only way to ensure that your partners give their best to achieve customer success is to provide an excellent partner experience for them. If you nurture your partnerships, give them time and effort, it will prompt your partners to offer the same support and effort for you.
  • Unprecedented Conflicts
When you use a combination of direct sales and partner channel sales, unexpected conflicts can arise between you and your partners. Your partners may feel like they are competing with your salespeople. To avoid such conflicts, proactively set guidelines around products you want to sell through your channel partners and those you wish to sell directly through your team.
  • Zeroing-in on the Best Technology
Finalizing a tech platform that best suits your partnership needs can be challenging because of the options available in the market, your partners’ expectations, budget constraints, and business goals. In this case, you can identify the areas that need special attention and leverage the tech resources you have to expand your functionality over time instead of making drastic changes immediately.
  • Partners’ Changing Expectations
Over time, your successful channel partners may ask you for better margins. It may be hard not to entertain such expectations if their numbers are good. Ensure you know the pricing structures you are comfortable working with from the get-go. Decide how frequently you need to revisit these structures. To minimize risk, recruit new partners instead of relying on a select few.
  • Poor Performance of Partners
Some of your partners may not live up to your expectations. Assessing metrics to know which ones are consistently underperforming is a smart way to figure out your next steps in time. Eliminate the partners who aren’t doing much for your sales channel. To improve results, you can also train your partners’ sales team. You may have to shell out for this solution, but it can be a good investment over time if appropriately executed.


5 Tips to Boost Your Channel Sales Strategy

Here are five tips you can use to boost your channel sales strategy:


Set Ground Rules and Expectations

Definable sales expectations, which can be measured with KPIs, are crucial for the success of a channel sales strategy. Your partners should clearly understand your expected close rate or account growth expectations beforehand. In turn, you should also make sure that all your channel partners chase the goals they have set for themselves. Create checkpoints in your partnership journey to make sure everything is in order. Support your partners at every step and reward their good performances.


Engage a Channel Partnership Management Platform

Use the best partner relationship management (PRM) software in the market to track your partners’ performance. Robust PRM software may help you position your channel strategy better and drive your sales. Resources like webinars, training materials, and sales dashboards will keep your partners on their toes. Your PRM software should have the following features:

Trulli


Maintain an Open Communication Channel

You should be in touch with your partners frequently. If the partners are not updated with the latest news surrounding your offerings and any other strategic announcements, they will not be able to benefit from them. You may also not hear much from them, missing out on issues that may fester if left unattended. Sending periodic emails, creating social media groups, conducting meetings, and participating in webinars can help you maintain an open communication channel with your partners.


Stress on Training and Reinforcement

Hone the skills of your channel partner managers and partner sales managers to help them perform optimally. By training your partner sales assets in marketing and selling your products, you can reinforce your brand knowledge and give them motivation to confidently sell your products. Ensure that you plan and execute good training programs for your channel partner managers, take feedback, and gather information on their performance to optimize efficiency.


Grab a Bigger Mindshare for Your Product

Mindshare is the limited time and resources your channel partner spends on marketing and selling your product. Apart from you, it is highly likely that your partner sells products for other companies. Therefore, your goal should be to get more considerable mindshare for your product. Engage your partners with content, incentives, referral programs, and more so that they remain committed to investing more time and resources in selling your products.


Allbound PRM Helped Garland Technology Get a 33% Increase in Their Partner Referral Revenue

Garland Technology, a network product and solutions enterprise, used Allbound’s PRM tool for channel sales management. With the help of the PRM tool, they automated training, marketing, and deal registrations and saw a 33% increase in their partner referral revenue. Their partner onboarding and training numbers also improved significantly.


Conclusion

With the help of these five tips, you can enhance your channel sales management. An effective channel sales strategy can increase your sales revenue, motivate you to scale your business in different markets and strengthen your channel partnership program.


FAQ


What are some examples of channel sales partners?

Some examples of channel sales partners are distributors, consultants, alliances, affiliates, resellers, franchisees, and dealers.


How can you avoid conflicts with your channel sales partners?

To avoid conflicts with your channel partners, set clear boundaries on customer targeting, define the products you are going to sell indirectly, and offer lucrative incentives to partners. Also, keep an open communication channel, and decide on the customer segments that your partners shouldn’t target.


What are some of the popular PRM tools?

Some popular PRM tools are PartnerStack, Impact Partnership Cloud, Salesforce PRM, Allbound PRM, and Impartner PRM.

Spotlight

GSTV

GSTV is a data-driven, national video network delivering targeted audiences at scale across tens of thousands of fuel retailers.Reaching 1 in 3 American adults monthly, GSTV engages viewers with full sight, sound, and motion video at an essential waypoint on their consumer journey.

OTHER ARTICLES
CHANNEL PARTNERSHIPS

Vendor Vetting: Things to Consider

Article | August 8, 2022

Choosing your stack and the vendors who provide its components are two of the most crucial business choices you will make. Finding a reliable supplier at a reasonable price is crucial to the success of any business. Every company has different hiring standards. Here are the criteria you can use to vet your vendors: Customer Satisfaction No vendor shares customer complaints. Inquire about the vendor’s performance. Find good and bad examples of interactions, then decide what bad means to you. Service levels Can the vendor meet your account's needs? This varies by product and buying cycle. Check their supply chain and process control. This will show how reliable they are. Finances Long-term planning depends on a vendor's financial stability. What are their options if they run out of money? Will your vendor's layoffs affect service and needs? Could a cash-strapped vendor raise your costs? Determine your recourse if the vendor is acquired and if the risk is acceptable. Relationships & Culture The vendor's culture should match yours. If not, you'll have staffing, contract, and other vendor issues. No relationship is perfect, but find vendors who want you both to win. Communication Communication is key in any relationship, and a vendor's poor support can be maddening. Ensure departmental communication. Support management reveals much about communications. Some vendors prioritize closing the deal. Great vendors solve issues before closing tickets. Contracts What's your company's contract tolerance? A confident vendor offers one-year or month-to-month contracts. Immature or aggressive vendors may seek long-term contracts. Make sure their method fits your company's culture. Costs These products and services cost money. How well you negotiate with vendors affects costs. Choose the best product and price, then negotiate. Quality Is the product constantly improved? If innovation stalls or quality drops, the vendor will be replaced quickly. Check their quality history. Supply Chain Security Most vendors have supply chains. Evaluate each supply chain part's service level, security, and compliance. Final Thoughts: Choose Your Vendors Wisely List vendors in your product stack or distribution chain. Add your own selection criteria. If you don't have a vendor due diligence and selection process, this will help.

Read More
CHANNEL PARTNERSHIPS

Channel Partners: How Investing in the Right Ones Can Stimulate Growth

Article | August 5, 2022

Investing in the right channel partners in a deeper, more personalized way through tailored, easy-to-use marketing development funds and incentives. Partner marketing programs can help your organization achieve key growth and your ROI objectives. You need to take risks, be creative and use the rapid digital transformation to identify your top channel and dealer partners. Here are some ways to help you identify which channel partners you need to focus on and how to categorize your partners: Creating a Robust Channel Strategy Create a strong channel strategy based on the ideal channel partner profile. Find answers to questions like what your channel strategy aims to achieve, what drives the growth of your business, what separates you from your competitors and what is important for your partnership. Defining what you want from your channel strategy is the key to recruiting the right partners for your program. Defining IPP (Ideal Partner Profile) Your ideal partner should be capable, ready, willing, and able to sell your products. They should have the same mindset, a partnership mentality, make the most of the sales enablement resources you provide, and align with you in terms of business perspective. Stability in aspects like finance, human resources, market reputation, and performance is crucial. Analyze Partners’ Performance Rate your partners based on their capabilities, their ability to come up with competitive solutions, their willingness to communicate clearly and their ability to inculcate new ways to increase sales and revenue. If their performance is not up to the mark, be prepared to knock them off the list. Be selective when investing in a partner. Be Ready to Support Large Channel Partners You should have the mindset and resources to support large channel partners. Devote your funds to offering them training and relevant content, and give them the support they need to succeed. Employ a team who can manage such partners, regularly get an overview of their performance and issues they are having so they know you care. Harness Technology to Manage Partnerships Use sophisticated PRM tools to analyze how your partners are performing against defined KPIs and identify areas for improvement, and the type of training they are receiving and their incentive history. Channel Partnerships Aid in Revenue Growth Creating channel partnerships with the right companies can help you broaden your customer base, achieve your ROI objectives, and create lasting business relationships.

Read More
CHANNEL PARTNERSHIPS

5 Solid Reasons to Fuse Your Influencer & Affiliate Marketing Campaigns

Article | August 16, 2022

Your business needs to see a big return on investment (ROI) from influencer marketing to be worth it. And the best way to do that is through affiliate marketing. In this article, you will find five solid reasons to blend your influencer and affiliate marketing campaigns. Encourage Team Work You can increase influencer-driven purchases by integrating creator efforts with partner marketing. Furthermore, you can optimize partner diversification, gain quantitative insights into individual performance, and combine sales metrics with valuable top- and middle-of-funnel data for a more comprehensive approach. Your teams can remove department silos and work towards the same goals. Broaden Your Customer Base Your secret weapon is nano and micro-influencers, with a smaller, highly engaged audience of up to 50,000 followers. These creators understand that affiliate partnerships with brands can increase their earnings by attracting more engaged audiences with a higher probability to transact. Create Long-Term Relationships Influencer marketing used to be all about short-term strategies. However, cultivating long-term relationships with performers yields better results. So, find the voices that understand your brand and invest in long-term relationships. Form Smooth-Sailing Partnerships Finding the right creators and maintaining close contact can make or break a project's success. Choose affiliate platforms that provide third-party influencer management solutions to reduce friction and allow creators to focus on engaging their audiences, making it easier for influencers to work with brands and track direct sales. Align Your Objectives You can accurately measure a creator's impact on sales and pay for tangible results by combining your affiliate and influencer marketing activities. And because affiliate marketing lets you track sales for each influencer, you can accurately determine the return on investment for each one and focus on the most productive ones. 1 Drive Revenue and Prove the Value of Investment Affiliate partnerships are an example of a new way for brands and influencers to work together to benefit everyone.

Read More
CUSTOMER EXPERIENCE

Lifecycle Marketing: Conquering Customer Engagement

Article | July 5, 2022

Marketers know it's rare to capture a customer's attention on the first brand encounter. Customer loyalty takes time, thought, and brand trust. What if your marketing strategy included all these elements and more? Lifecycle marketing boosts customer engagement, revenue, and brand growth. Lifecycle Marketing at a Glance Lifecycle marketing is a set of strategies that a company uses to positively influence customers as they move from one point in the marketing cycle to the next. Stages of Lifecycle Marketing A brand’s lifecycle can be short, like Nespresso’s, or long, like Mercedes’. Both have the same goal: to win over a customer and keep them coming back. Stages of a lifecycle marketing plan: Awareness Prospects learn about your company. This is where you can catch their attention and reel them in to the next stage. Engagement Prospects begin interacting with your brand. They want to learn about your offerings through different channels like email, websites, and social media. Evaluation Here you provide your prospects with information on your product or service so they can move towards making a purchase decision. Purchase Your prospect buys your product or services and becomes a customer. Ensure that you make the purchase experience simple. Support After-sales service is crucial for maintaining your brand’s reputation. At this stage, make sure your customers are satisfied with your product through excellent customer service. Loyalty Your customers become your brand ambassadors and promote your product to their contacts. What Does Lifecycle Marketing Do for Your Business? Helps grow your customer base through elevated customer experience Improves sales by turning a one-time buyer into a returning customer Turns customers into brand advocates who promote and vouch for your brand Improves marketing ROI and lifetime customer value (LCV)

Read More

Spotlight

GSTV

GSTV is a data-driven, national video network delivering targeted audiences at scale across tens of thousands of fuel retailers.Reaching 1 in 3 American adults monthly, GSTV engages viewers with full sight, sound, and motion video at an essential waypoint on their consumer journey.

Related News

MARTECH

Grip Security launches first partner program to drive sales of their SaaS application protection

Grip Security | September 27, 2022

Grip is looking to add partners who understand the differentiated value of their offering, and the uniqueness that it will provide to customers looking for improved SaaS security. Grip Security, which makes a SaaS security solution that unifies discovery, access control and data governance, has announced the Grip Security Partner Program. Grip emerged from stealth in April 2021 with a SaaS security solution designed to go beyond the limits of traditional CASBs, while at the same time making it easy to cover a large number of apps, overcoming a problem that exploded with the number of apps where many apps were simply not covered. “The company has grown by 300% and has seen a 500% growth in engagements with Fortune 500 companies,” said Lior Yaari, Grip Security’s CEO. “The company has grown by 300% and has seen a 500% growth in engagements with Fortune 500 companies,” said Lior Yaari, Grip Security’s CEO. “There has been a lot of change and a lot market change.” Because SaaS is closely tied to identity, Grip made it a top priority to establish deep integrations with as many identity providers as possible. That phase has now been completed. “We have extended our integration to almost every identity provider in the market today – almost a dozen,” Yaari said. “We are now looking at bringing joint offerings with large security vendors to market. Many of these joint integrations have been signed, but have not yet been announced, as we are still building out joint value.” Grip started out briefly selling direct in their proof of concept stage, but the pivot to the channel was in their plans, and that too has already taken place. “We have a channel-focused Go-to-Market strategy,” Yaari stated. “14 is the number of partners that we have right now, and that is growing fast. Our third U.S. hire was our director of channel sales. This is a critical part of our strategy.” The plan is for a fairly rapid channel expansion, not just to work with a small number of partners until they become successful. “We aren’t looking to work with 10,000 partners, but we do want to find enough key partners,” Yaari indicated. “We are not looking for logos on the web site. We are looking for partners who want to work with us so that we can make each other successful, and where they can position themselves as a source of innovation with us.” Insight is one of their initial partners. “With Insight, we are not part of a special innovation program,” Yaari said. “They are an example of a partner that we have a good relationship with, who understand how to drive need and who knows that SaaS is becoming bigger.” The problem many partners face is that since SaaS is relatively new, as they think organizations don’t have the right solutions to fix it, and they themselves lack the right backdrop for channel sales to explain it to the customer. “For the partner, they keys are understanding the problem space, understanding the market and the patching that is used today, and understanding how we are unique and the right questions to ask to get a meeting,” Yaari said. The program begins with a single tier, but Yaari said that they intended to expand that as the program builds out further. Simplicity is a dominant feature of the new program. “Our product is very different from other security products,” said Young-Sae Song, Chief Marketing Officer at Grip. “It takes 10 minutes to install. It is simple enough to be demoed by a channel sales person. You don’t need a technical person with deep training to demo it.” Grip also supports partners with jointly funded programs to promote Grip, as well as co-branded sales materials. Song said that because Grip isn’t heavy like most SaaS solutions, the channel can go to market very quickly with it. “It is probably faster for them than any other enterprise security product,” he stated. It also provides support for more than 20,000 SaaS applications, allows for 80% reduction in analyst workload, and has five times more SaaS application discovery compared to CASBs.

Read More

CHANNEL PARTNERSHIPS

Sonicu joins Schneider Electric Exchange Platform as a Certified Technology Partner

Sonicu, Schneider Electric | September 22, 2022

Sonicu, a leading provider of critical environmental monitoring solutions for healthcare systems across the nation, joins Schneider Electric, the leader of digital transformation in energy management and automation, as a Certified Technology Partner and member of its Exchange Platform. Schneider Electric's Exchange Platform is a digital marketplace that connects experts and peers in a digital ecosystem, unifying multi-disciplinary expertise in one collaborative community. The Exchange community gives entry for Sonicu to co-collaborate, co-innovate, and enhance its critical environment and monitoring solutions portfolio with an elite network of trusted experts. Sonicu's critical environments solutions and services protect some of the most respected health systems across the nation. As Certified Technology partner, Sonicu will drive innovation at scale to deliver superior operational visibility, asset management and protection, and compliance reporting to its current and growing list of healthcare customers. "We know hospitals and other healthcare facilities rely on Schneider Electric and its trusted network of partners to accelerate digital transformation, improve facility operations, energy efficiency, and patient care. We're excited to join the Exchange Community as a Certified Technology Partner and look forward to solving problems with this customer-focused organization." said Joe Mundell, Chief Revenue Officer, Sonicu. Already in 40% of the world's hospitals, including five of the top ten, Schneider Electric's EcoStruxure™ for Healthcare solutions combine connected products and edge control, apps, analytics, and services to help hospitals and healthcare facilities address tomorrow's challenges, today. "Healthcare facilities of the future will rely on technology to deliver improved sustainability, resiliency, hyper-efficiency, and people centricity. As a member of our Technology Partner Program, Sonicu will leverage EcoStruxure™ , our IoT-enabled, interoperable, platform to co-innovate solutions that enable those outcomes." David Evans, Global Healthcare Segment Lead at Schneider Electric Sonicu's membership to the Schneider Electric Exchange Community and status as a Certified Technology Partner compliments the values of its recently released Channel Partner Program. "We've invested in our technology to make it easier for our customers to install, implement and improve their operations and we're excited to be upgrading our partnerships with this exciting opportunity to be part of the Schneider Electric Exchange," said Joe Mundell, Chief Revenue Officer, Sonicu. "We've invested in our technology to make it easier for our customers to install, implement and improve their operations and we're excited to be upgrading our partnerships with this exciting opportunity to be part of the Schneider Electric Exchange," said Joe Mundell, Chief Revenue Officer, Sonicu. To learn more about Sonicu, visit our profile on the exchange. To learn more about Schneider Electric's Exchange Platform and its Technology Partner Program, visit https://exchange.se.com/.

Read More

CHANNEL PARTNERSHIPS

Faye Launches Partnership with Asana to Expand Project Management Solution Offerings

Faye | September 23, 2022

Faye, today announced it has joined Asana Partners, expanding Asana’s global Channel Partner network of trusted providers offering professional services to ensure success with Asana. Asana Partners help companies of all sizes enhance and advance their digital transformation efforts, enabling them to deploy with confidence, learn from experts and gain access to custom solutions. Featuring partnerships with industry leaders, Asana’s global Channel network connects customers with leading solutions, reseller, and systems integrator experts in 75 countries to eliminate information silos and help organizations coordinate their work with clarity. Hand-selected for their capabilities in enterprise software and change management, partners offer professional and technical services to ensure success for distributed workers, from deploying Asana to setting up workflows to building custom solutions. Undergoing a rigorous certification program, partners offer training and resources covering a wide range of needs and skills, across teams and time zones. From planning and prioritizing projects, to setting goals and staying aligned, Channel Partnership organizations fast track their digital transformation efforts. Through this partnership, Faye is able to help clients implement, set up, and customize their Asana software and workflows, train and onboard employees to the new platform, and even integrate Asana with other critical technologies in their tech stack like CRM or CX software. By partnering with Asana, Faye enables their clients to move faster and coordinate work effortlessly, no matter where their employees are located. “The Faye team is excited to be a part of the Asana partner network,” said David Faye, CEO at Faye. “The Faye team is excited to be a part of the Asana partner network,” said David Faye, CEO at Faye. “At Faye, we make the best software in the world even better, and with our Asana services it’s no different. We are excited to help our clients take full advantage of the Asana platform with our skilled configuration, implementation, and integration services. This partnership further enables us to drive efficiency, automation, and simplicity in our clients’ tech stacks.” “We’re thrilled that Faye has joined Asana Partners, expanding our global Channel Partner network to help our customers accelerate their use of Asana and achieve success, whether they’re collaborating in-person or remotely,” said Mary-Patton Eisen, Global Head of Channel Partnerships, Asana. “Our trusted Channel Partners, including Faye, are enabling our customers to unlock more value from Asana by providing them with a single platform for distributed work that enables them to move faster and coordinate their work seamlessly, no matter where they are located.” Asana helps more than 131,00 paying customers and millions of free organizations in over 200 countries orchestrate their work, from small projects to strategic initiatives. Leading companies rely on Asana to manage everything from company objectives to digital transformation to product launches and marketing campaigns. For more information about Asana Partners and how it can benefit your business, visit: https://asana.com/partners Join Faye and Asana on September 27 at 9:00 AM PT at our webinar, Connecting Asana & Office365 to Reduce Your “Work About Work”: https://fayebsg.zoom.us/webinar/register/9516637756665/WN_69U2x3lQTZadR6H9L8v3EQ Original press release can be found here About Faye Faye is a global leader in software strategy, deployment, integrations, and ongoing management for mid-market to enterprise organizations, working with customers in over 25 countries to integrate SugarCRM, Zendesk, Salesforce, HubSpot, Asana, and more into complex tech stacks. An Inc. 5000 award winner nine years in a row, Faye is an experienced CRM, CX, and bot advisor, trusted by customers and channel partners alike. They were recognized as the 2022 SugarCRM President’s Club Partner of the Year and as the 2022 Zendesk Vertical Solutions Partner of the Year. Faye offers a variety of Asana services including implementation, training, and ongoing management. For more information about Faye’s Asana services, visit: https://fayedigital.com/asana/

Read More

MARTECH

Grip Security launches first partner program to drive sales of their SaaS application protection

Grip Security | September 27, 2022

Grip is looking to add partners who understand the differentiated value of their offering, and the uniqueness that it will provide to customers looking for improved SaaS security. Grip Security, which makes a SaaS security solution that unifies discovery, access control and data governance, has announced the Grip Security Partner Program. Grip emerged from stealth in April 2021 with a SaaS security solution designed to go beyond the limits of traditional CASBs, while at the same time making it easy to cover a large number of apps, overcoming a problem that exploded with the number of apps where many apps were simply not covered. “The company has grown by 300% and has seen a 500% growth in engagements with Fortune 500 companies,” said Lior Yaari, Grip Security’s CEO. “The company has grown by 300% and has seen a 500% growth in engagements with Fortune 500 companies,” said Lior Yaari, Grip Security’s CEO. “There has been a lot of change and a lot market change.” Because SaaS is closely tied to identity, Grip made it a top priority to establish deep integrations with as many identity providers as possible. That phase has now been completed. “We have extended our integration to almost every identity provider in the market today – almost a dozen,” Yaari said. “We are now looking at bringing joint offerings with large security vendors to market. Many of these joint integrations have been signed, but have not yet been announced, as we are still building out joint value.” Grip started out briefly selling direct in their proof of concept stage, but the pivot to the channel was in their plans, and that too has already taken place. “We have a channel-focused Go-to-Market strategy,” Yaari stated. “14 is the number of partners that we have right now, and that is growing fast. Our third U.S. hire was our director of channel sales. This is a critical part of our strategy.” The plan is for a fairly rapid channel expansion, not just to work with a small number of partners until they become successful. “We aren’t looking to work with 10,000 partners, but we do want to find enough key partners,” Yaari indicated. “We are not looking for logos on the web site. We are looking for partners who want to work with us so that we can make each other successful, and where they can position themselves as a source of innovation with us.” Insight is one of their initial partners. “With Insight, we are not part of a special innovation program,” Yaari said. “They are an example of a partner that we have a good relationship with, who understand how to drive need and who knows that SaaS is becoming bigger.” The problem many partners face is that since SaaS is relatively new, as they think organizations don’t have the right solutions to fix it, and they themselves lack the right backdrop for channel sales to explain it to the customer. “For the partner, they keys are understanding the problem space, understanding the market and the patching that is used today, and understanding how we are unique and the right questions to ask to get a meeting,” Yaari said. The program begins with a single tier, but Yaari said that they intended to expand that as the program builds out further. Simplicity is a dominant feature of the new program. “Our product is very different from other security products,” said Young-Sae Song, Chief Marketing Officer at Grip. “It takes 10 minutes to install. It is simple enough to be demoed by a channel sales person. You don’t need a technical person with deep training to demo it.” Grip also supports partners with jointly funded programs to promote Grip, as well as co-branded sales materials. Song said that because Grip isn’t heavy like most SaaS solutions, the channel can go to market very quickly with it. “It is probably faster for them than any other enterprise security product,” he stated. It also provides support for more than 20,000 SaaS applications, allows for 80% reduction in analyst workload, and has five times more SaaS application discovery compared to CASBs.

Read More

CHANNEL PARTNERSHIPS

Sonicu joins Schneider Electric Exchange Platform as a Certified Technology Partner

Sonicu, Schneider Electric | September 22, 2022

Sonicu, a leading provider of critical environmental monitoring solutions for healthcare systems across the nation, joins Schneider Electric, the leader of digital transformation in energy management and automation, as a Certified Technology Partner and member of its Exchange Platform. Schneider Electric's Exchange Platform is a digital marketplace that connects experts and peers in a digital ecosystem, unifying multi-disciplinary expertise in one collaborative community. The Exchange community gives entry for Sonicu to co-collaborate, co-innovate, and enhance its critical environment and monitoring solutions portfolio with an elite network of trusted experts. Sonicu's critical environments solutions and services protect some of the most respected health systems across the nation. As Certified Technology partner, Sonicu will drive innovation at scale to deliver superior operational visibility, asset management and protection, and compliance reporting to its current and growing list of healthcare customers. "We know hospitals and other healthcare facilities rely on Schneider Electric and its trusted network of partners to accelerate digital transformation, improve facility operations, energy efficiency, and patient care. We're excited to join the Exchange Community as a Certified Technology Partner and look forward to solving problems with this customer-focused organization." said Joe Mundell, Chief Revenue Officer, Sonicu. Already in 40% of the world's hospitals, including five of the top ten, Schneider Electric's EcoStruxure™ for Healthcare solutions combine connected products and edge control, apps, analytics, and services to help hospitals and healthcare facilities address tomorrow's challenges, today. "Healthcare facilities of the future will rely on technology to deliver improved sustainability, resiliency, hyper-efficiency, and people centricity. As a member of our Technology Partner Program, Sonicu will leverage EcoStruxure™ , our IoT-enabled, interoperable, platform to co-innovate solutions that enable those outcomes." David Evans, Global Healthcare Segment Lead at Schneider Electric Sonicu's membership to the Schneider Electric Exchange Community and status as a Certified Technology Partner compliments the values of its recently released Channel Partner Program. "We've invested in our technology to make it easier for our customers to install, implement and improve their operations and we're excited to be upgrading our partnerships with this exciting opportunity to be part of the Schneider Electric Exchange," said Joe Mundell, Chief Revenue Officer, Sonicu. "We've invested in our technology to make it easier for our customers to install, implement and improve their operations and we're excited to be upgrading our partnerships with this exciting opportunity to be part of the Schneider Electric Exchange," said Joe Mundell, Chief Revenue Officer, Sonicu. To learn more about Sonicu, visit our profile on the exchange. To learn more about Schneider Electric's Exchange Platform and its Technology Partner Program, visit https://exchange.se.com/.

Read More

CHANNEL PARTNERSHIPS

Faye Launches Partnership with Asana to Expand Project Management Solution Offerings

Faye | September 23, 2022

Faye, today announced it has joined Asana Partners, expanding Asana’s global Channel Partner network of trusted providers offering professional services to ensure success with Asana. Asana Partners help companies of all sizes enhance and advance their digital transformation efforts, enabling them to deploy with confidence, learn from experts and gain access to custom solutions. Featuring partnerships with industry leaders, Asana’s global Channel network connects customers with leading solutions, reseller, and systems integrator experts in 75 countries to eliminate information silos and help organizations coordinate their work with clarity. Hand-selected for their capabilities in enterprise software and change management, partners offer professional and technical services to ensure success for distributed workers, from deploying Asana to setting up workflows to building custom solutions. Undergoing a rigorous certification program, partners offer training and resources covering a wide range of needs and skills, across teams and time zones. From planning and prioritizing projects, to setting goals and staying aligned, Channel Partnership organizations fast track their digital transformation efforts. Through this partnership, Faye is able to help clients implement, set up, and customize their Asana software and workflows, train and onboard employees to the new platform, and even integrate Asana with other critical technologies in their tech stack like CRM or CX software. By partnering with Asana, Faye enables their clients to move faster and coordinate work effortlessly, no matter where their employees are located. “The Faye team is excited to be a part of the Asana partner network,” said David Faye, CEO at Faye. “The Faye team is excited to be a part of the Asana partner network,” said David Faye, CEO at Faye. “At Faye, we make the best software in the world even better, and with our Asana services it’s no different. We are excited to help our clients take full advantage of the Asana platform with our skilled configuration, implementation, and integration services. This partnership further enables us to drive efficiency, automation, and simplicity in our clients’ tech stacks.” “We’re thrilled that Faye has joined Asana Partners, expanding our global Channel Partner network to help our customers accelerate their use of Asana and achieve success, whether they’re collaborating in-person or remotely,” said Mary-Patton Eisen, Global Head of Channel Partnerships, Asana. “Our trusted Channel Partners, including Faye, are enabling our customers to unlock more value from Asana by providing them with a single platform for distributed work that enables them to move faster and coordinate their work seamlessly, no matter where they are located.” Asana helps more than 131,00 paying customers and millions of free organizations in over 200 countries orchestrate their work, from small projects to strategic initiatives. Leading companies rely on Asana to manage everything from company objectives to digital transformation to product launches and marketing campaigns. For more information about Asana Partners and how it can benefit your business, visit: https://asana.com/partners Join Faye and Asana on September 27 at 9:00 AM PT at our webinar, Connecting Asana & Office365 to Reduce Your “Work About Work”: https://fayebsg.zoom.us/webinar/register/9516637756665/WN_69U2x3lQTZadR6H9L8v3EQ Original press release can be found here About Faye Faye is a global leader in software strategy, deployment, integrations, and ongoing management for mid-market to enterprise organizations, working with customers in over 25 countries to integrate SugarCRM, Zendesk, Salesforce, HubSpot, Asana, and more into complex tech stacks. An Inc. 5000 award winner nine years in a row, Faye is an experienced CRM, CX, and bot advisor, trusted by customers and channel partners alike. They were recognized as the 2022 SugarCRM President’s Club Partner of the Year and as the 2022 Zendesk Vertical Solutions Partner of the Year. Faye offers a variety of Asana services including implementation, training, and ongoing management. For more information about Faye’s Asana services, visit: https://fayedigital.com/asana/

Read More

Events