SaaS Businesses Are Booming Through Channel Partnerships

Apurva Pathak | May 20, 2022 | 142 views

Channel Partnerships
Today’s SaaS companies build their brands, expand their customer base, smartly utilize their resources, and scale their revenue through channel partnerships.

More than 40% of the $5 trillion global IT market is in North America. It accounts for more than 10% of the United States national economy and 11.8 million jobs. These numbers are possible because of successful channel partnerships within the SaaS ecosystem, which is made up of software publishers, computer systems design firms, computer programming service suppliers, and facilities management companies.

Carahsoft, a government IT solutions provider, resells DocuSign’s e-signature services to the public sector. Consequently, 800+ local, state, federal, and tribal agencies use DocuSign. A SaaS channel partnership similar to this benefit both partners and helps them generate revenue.

“We’re seeing more and more early-to mid-stage SaaS companies look to partnerships as a means to achieve their growth goals,” said Tyler Calder, Vice President of Marketing at PartnerStack, a partner management platform. “For many SaaS companies, getting started with an ambassador, affiliate, or referral program is the first step in developing a partner ecosystem strategy.”


Which Type of SaaS Channel Partners Bring in the Revenue?

  • System Integrators- This kind is ideal for complex products that need integration into an existing IT ecosystem.
  • Distributors- They provide an established distribution channel for their vendor’s product 
  • Value-added resellers- They contribute to customer acquisition in new markets.
  • Managed service providers (MSP)- They monitor and maintain the IT infrastructure.
  • IT consultants- They provide independent IT advice, project management, and administrative services

SaaS companies generated 21% of the total revenue through channel partnerships, says SaaS Capital, in a 2018 survey.


Your Muse List for SaaS Channel Partnership

Commitment- Are your C-level executives ready to commit to a channel partnership? Also, consider human resources and budgeting to dedicate to the partnership.
Product readiness- Does your product appeal to your prospective channel partner? Ensure that your partner can get support and training to sell your product independently.
Focused sales & marketing teams- Do your sales and marketing teams have enough enablement material to help the channel partner sell your product effectively? You may want to consider preparing case studies, videos, scripts, and ICP documents in advance.
Streamlined operations- Try consultation or an expert opinion to figure out what kind of support you can provide to your partners through your sales, marketing, and success teams.


Last Word

Though most partnerships start as an experiment for growth SaaS companies are steadfast today. They are redefining the way businesses operate and scale while acting as the backbone of revenue generation.

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Fundamentals of Distribution Marketing

Article | August 5, 2022

Are you looking to expand into new markets, boost your sales pipeline, and increase conversions? Whatever your business growth objectives are, a distribution partnership is your answer to all of them. Why are distributors becoming a vital component of business expansion strategies and what is the importance of distribution in marketing? Let us take a look. Distribution Marketing Channels: Achieving More with Distribution Partners The process of making a product or service available to a consumer through a direct channel such as a manufacturer or an indirect channel such as a distributor constitutes a distribution marketing strategy. B2B marketers decide on which type of distributor channel they want to use based on their product and the revenue targets they have in mind. Global suppliers have eroded margins and created an explosion of products catering to even the tiniest market niches. They have disrupted local markets. Consequently, sophisticated logistical systems have been developed to shorten delivery times. Businesses have expanded their distribution network to get closer to their B2B clients. The following statistic says a lot about why B2B businesses are keen to embrace distribution marketing and develop their indirect distribution network. 75% of the world’s commerce is transacted indirectly, meaning goods are sold through distribution channels. (Source: Forrester) In this article, we will be focusing on distribution partners, as channels of distribution marketing, and how they are creating a foundation for businesses like yours to expand and grow while helping you bring your products to your target customers. Distribution Marketing Strategy: Types of Strategies & Things to Consider B2B businesses embrace a new channel of distribution marketing or improve their existing one based on their marketing and management requirements. You can consider going down the same road if you have a new customer segment in mind, are planning to release a new product or want to aggressively grow your revenue. Here are the broad types of distribution in marketing: Direct channel: A direct sales channel is any company or manufacturer that creates its product and sells it directly to customers without the involvement of third parties or intermediaries. The product is sold through a shop, online channels, door-to-door or through any other method. Indirect channel: An indirect sales channel is comprised of—distributors, wholesalers, retailers, and VARs (value-added resellers)—who sell products made by other companies. At times, there may be more than one middleman between the consumer and the product’s producer. Apart from these two main strategies, there are other specialized strategies that fall under these categories, like exclusive distribution, intensive distribution, selective distribution, dual distribution, and reverse distribution. Of these strategies, manufacturers use the product distribution strategy that suits their product and revenue goals the most. Consider the following factors when planning your distribution strategy in marketing: The Type of Product You Sell Your distribution channel marketing strategy should depend on the type of product. Purchase decisions that customers make are classified into three types: routine, limited, and extensive, based on the number of times businesses buy a product, its cost, and the time taken by the customer to make a purchase decision. Capitalize on this information and decide on the strategy that will work best to position your product. Customer Base Based on the types of purchase methods that your target demographic may use, where they make their purchase decisions, and what kind of technology influences them, you need to choose your distributor. Ensuring that your customer base gets access to your product based on its preference is crucial to attracting customers to make a purchase. Logistics and Transportation Whether you sell a software product to streamline business processes or spare parts that automobile businesses require, your product needs to reach your end user safely and on time from locations where your distributor stores it. Understanding a prospective distributor’s logistics and transportation capabilities should be a priority while finalizing a distribution strategy in marketing. Focus on cost-saving and increasing revenue while choosing your distributor. A Strong Game Plan & Bigger Market Reach with Distribution Partners Product, place, price, and promotion are the four Ps of marketing. A B2B company cannot successfully sell its product or service unless it determines its four Ps. This is where distribution comes in. It is the ‘place’ part of every marketing strategy. Distributors are channel partners who are experts at getting your products into as many markets as possible as quickly as possible so that they can be used by end customers. There are tactical and logical advantages to having a strong distribution partner network. Let us explore them in brief. You Can Focus on Your Expertise Your expertise lies in creating the product. Setting up a sales system to facilitate end customers doesn’t categorically fit your skillset. With the help of a good distribution partner, you can limit your sales risk and use your time and resources to make your manufacturing processes and techniques more efficient. Streamline Market Expansion Selling to a new geographical market with the help of a distribution channel partner who has an established retail network can instantly get you more leads and boost your sales. Especially when entering a new international market, you can trust your distribution partner to take care of international trade law compliance, shipping and customs laws, and the culture of the new market. Limited Involvement in Customer Service Distribution marketing reduces your involvement and investment in customer service considerably. All you need to do is be in touch with your distributor partner. You don’t have to think about exercising administrative duties and investing in operations because your distributor will be your face while dealing with end customers. Distribution Partners Fire-up Your GTM Strategy In your go-to-market strategy (GTM), your distribution partners can market your product to large numbers of geographically dispersed customers. Distributors, especially VARs customize your product and complement it with prompt support and specialist services. Here’s how you can go-to-market confidently with the help of distribution partners: After you segment your target market into customers and prospects, identify which of these segments you can reach with the help of distributors. They can utilize their customer base to get you sales in territories with good sales potential. Distributors with experience can cover the market sectors you want to target. Choose distributors who do not market products that compete with yours. To get the most out of the channel partnership, describe the market opportunities for the distributors and talk to them about what you expect and what you need from them. Decide on whether you want to share marketing rights with distributors. Create solid and binding commercial terms such as stock levels, discounts, selling prices, and marketing support beforehand so the distributors are motivated to give their best to sell your product. Distributors develop sales and marketing plans, provide support in the form of marketing collateral, funds, or marketing campaigns. To support their efforts, run marketing campaigns that target your customers and promote your distributor network. Communicate the advantages of buying from your authorized distributors so that you can create and maintain sales leads for your entire distributor network to make your GTM a success. Distribution Management: Refining Distribution Partner Performance Just as it is important to set up a distribution network, it is also important to manage it, optimize it through consistent efforts, and make sure it is a smooth-functioning ecosystem. Managing distribution businesses can empower your distribution teams to manage distributors and the way they sell your product. They can also enable partners to do more for the sales. Distribution management can be streamlined using a distribution management system (DMS). With the help of the following features, this platform helps you run your distribution network well: Partner Recruitment Easily deploy partner recruitment campaigns through single or multiple distributors. Target specific groups of partners through these campaigns to get them involved. Partner Onboarding Help your distribution partners bring on channel partners for short-term channel programs with high returns and low costs. Partner Training Enhance partner competency and development using partner training through the DMS system. Pipeline Management Keep track of how each distributor contributes to your pipeline growth and engage with distributors to increase revenue. Partner Enablement Use your distribution partners to drive multi-partner demand generation activities with co-branded content that your channel marketing teams create. Partner Incentives Deploy partner incentives to motivate distributors and partners they manage. Review their performance and approve their claims. Performance Optimization Get insights into how distribution partners are selling through business analytics and reports so you can accelerate sales, and in turn, boost your revenue. When you use a good distribution management system, you can manage multiple stakeholders, including resellers, distributors, and partners, along with your internal marketing, sales, and finance teams. Your distribution teams can look at sales through distributors and forecast future performance and partner pipelines. They can also use the system to run different programs and campaigns to meet the changing needs of their business. A U.S. Manufacturer Uses ZINFI Platform for Efficient and Effective Channel Marketing VERSATEX, a PVC building products manufacturer, used ZINFI’s partner portal to streamline its marketing so its partners could be more engaged. "We are using the ZINFI portal as our VERSATEX CRM, and it's been working out amazingly. We can track how the salespeople in the field are selling and quickly determine what's working and what's not," said Cassidy Huff, Channel Marketer at VERSATEX. Summing it Up A distribution strategy can revolutionize the way you sell your product in different markets. With the correct distribution channel and strategy, your product can reach your buyer considerably more quickly and help you achieve your revenue goals. FAQ What is a distribution channel? A distribution channel is a network of intermediaries like distributors, wholesalers, retailers, manufacturers, and VARs that a company uses to get its product to its end user. What is the impact of distribution management on business? Efficiently managing distribution partners boosts company sales and profitability as it helps businesses streamline how fast and efficiently they distribute their products in the market. What is the difference between direct and indirect distribution channels? In a direct distribution channel, a company allows its manufacturer or service provider to deal directly with the end customer, whereas in an indirect distribution channel, a company relies on a network of distributors, wholesalers, and retailers to sell its products.

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CHANNEL PARTNERSHIPS

Kentucky Teen Once Subject of Viral Video Warns Republicans of 'Outrage Mob'

Article | July 13, 2022

A Kentucky teen who became the subject of a viral video after an incident during a class field trip to Washington, D.C., warned viewers of the Republican National Convention Tuesday of an "outrage mob" that threatens to silence conservative viewpoints. After Nick Sandmann attended the March for Life anti-abortion rally with his former classmates from Covington Catholic High School in January 2019, a cellphone video of a close, face-to-face interaction between the students and a Native American demonstrator spread quickly online.

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How Community Coalitions Are Bridging the Digital Divide

Article | July 20, 2022

Across the country, local networks known as Education Innovation Clusters (EdClusters) are bringing together partners and resources to meet urgent needs and envision a new future for teaching and learning. Many of these efforts are rooted in long-standing partnerships across sectors and institutions. As COVID-19 disrupted the lives of students, educators, and families earlier this year, EdClusters sprang into action, leveraging their capacity and reach in ways their networks were uniquely ready to do. Their collective efforts are meeting a range of needs—from internet access to devices to social-emotional supports. As schools prepare for uncertain and complex reopenings, we turn to Kansas City and Rhode Island for powerful examples of community in action.

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How Educators Kept Students on Track During Remote Learning

Article | August 21, 2020

This spring, COVID-19 led administrators across the country to close school buildings and support students learning from home. We asked three educators about how they handled this disruption and found creative solutions to keep students motivated and engaged using the online literacy program, Reading Plus. We looked at what we had at our disposal that would help with reading, the overall environment, and engagement. In the past, we used Reading Plus as an intervention. We considered how we could utilize it with more students during distance learning.

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AppAgent is a mobile marketing team jam-packed with experts available for hire. We help developers monetize and market their apps and games through a holistic approach to the mobile business and a strong personal involvement.

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Bigger growth opportunities beckon for partners who rewrite the rules of cybersecurity with Infoblox

Infoblox | December 05, 2022

Infoblox Inc., the leader in cloud-first networking and security services, unveils its new partner program today, designed to maximize opportunities partners can secure and deliver. The Skilled to Secure trusted partner program reflects the changing security landscape and shifting customer requirements – and the need for providers of security solutions and services to adapt in response. “The rules of cybersecurity have changed. Customers want more than just another security solution or tool – they have dozens, if not hundreds, already. What they want is to drive more value from their current environment by making it more effective. That’s where Infoblox comes in,” explains Chris​ Millerick, ​Vice President, Worldwide Partner Sales at Infoblox. “The rules of cybersecurity have changed. Customers want more than just another security solution or tool – they have dozens, if not hundreds, already. What they want is to drive more value from their current environment by making it more effective. That’s where Infoblox comes in,” explains Chris​ Millerick, ​Vice President, Worldwide Partner Sales at Infoblox. Infoblox BloxOne® is the first cloud-native platform delivering DDI (DNS, DHCP, and IPAM) and DNS data-enabled threat detections, and offers partners predictable, reliable renewal margins year after year. A Forrester Economic Impact Report found that BloxOne® Threat Defense can deliver a staggering 243% return on investment. Integrated into the security ecosystem, BloxOne® enables DNS data to be used to address blind spots in enterprise threat defense and security systems. Internal and external threats can be identified, prioritized, and remediated in a fraction of the time without significant additional investment in new solutions. In the new program, partners will be assigned levels based on their acquisition of the competencies required to deliver BloxOne® and maximize its value for customers. Chris Millerick continued: “We recognize that an exceptional customer experience requires a level of trust, one that only highly skilled and competent technology partners can provide. Infoblox is privileged to offer partners a program that helps them acquire the competencies required to stand out and grow in the cybersecurity market.” Benefits partners can gain through the new program include partner-hunted sales incentives and deal registration, “Guardians of the Network” rewards and incentives, marketing campaigns, marketing development funds, and demonstration software. The Skilled to Secure program is built around three tracks designed to deliver support across the channel: Value-added Reseller and Systems Integrator, Service Provider, and Value-added distributor. Based on their track record and meeting the defined competency requirements, partners’ awarded level will be announced in May 2023. More information on the program, its structure, requirements, and benefits are available on the Infoblox website. About Infoblox Infoblox is the leader in next-generation DNS management and security. More than 13,000 customers, including over 75% of the Fortune 500, rely on Infoblox to scale, simplify, and secure their hybrid networks to meet the modern challenges of a cloud-first world. Learn more on our website.

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Altair Names Keinavo Data Analytics Channel Partner for Switzerland

Altair | December 01, 2022

Altair (Nasdaq: ALTR), a global leader in computational science and artificial intelligence (AI), announced that Keinavo has joined Altair’s growing channel partner network. Keinavo, which has offices in Lugano, Switzerland, will offer all of Altair’s data analytics solutions to its customers in Switzerland. Keinavo has major customers in sectors like banking, insurance, industry, and public service, and offers expertise, consulting, and training focused on data. “Keinavo has deep expertise in data analytics and the SAS language and we are proud to have them as a valued channel partner. This combination – and their work related to the integration of Altair SLC in complex environnements – makes Keinavo a trusted partner that will be key for Altair’s growth in Switzerland,” said Haroun Mokdad, managing director, Altair Switzerland. “We look forward to providing great opportunities for any company looking to modernize their legacy data analytics platforms.” Keinavo has been providing auditing, consulting, and training services focused on big data, analytics, business intelligence, system integration and optimization, data management, and platform and business process management throughout the EMEA region since the early 2000s. “We are extremely pleased to strategically partner with Altair, a leading global technology company, and look forward to further supporting our clients with the best possible solutions and technology throughout project lifecycles,” said Johann Kerdal, chief executive officer, Keinavo. “We are extremely pleased to strategically partner with Altair, a leading global technology company, and look forward to further supporting our clients with the best possible solutions and technology throughout project lifecycles,” said Johann Kerdal, chief executive officer, Keinavo. Altair works with a global network of channel and technology partners. To learn more or to become a partner, visit: https://www.altair.https://www.altair.com/partners/. About Altair Altair is a global leader in computational science and artificial intelligence (AI) that provides software and cloud solutions in simulation, high-performance computing (HPC), data analytics, and AI. Altair enables organizations across all industries to compete more effectively and drive smarter decisions in an increasingly connected world – all while creating a greener, more sustainable future. For more information, visit https://www.altair.com/.

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Verizon Channel hosts Partner Advisory Council at Boston Innovation Hub

Verizon | December 05, 2022

Today, Verizon hosts its 2022 Partner Advisory Council (PAC) meeting, giving partners a unique opportunity to collaborate and unlock new program opportunities, while continuing to provide best in class service to customers. Verizon is bringing members of its PAC together, including value-added distributors, mobility co-sellers, wireless business agents, and wireline business agents, to set strategic plans for 2023. Partner feedback will be a critical component of the sessions which will focus on discussing program evolution and enhancements. Partners will have the opportunity to tour the Verizon 5G Boston Innovation Center and view tangible examples of 5G-powered technologies. “This is the first time that our channel partners across the entire channel program landscape will be coming together in person to collaborate, set strategic 2023 plans and drive evolution across all our partner programs." “This is the first time that our channel partners across the entire channel program landscape will be coming together in person to collaborate, set strategic 2023 plans and drive evolution across all our partner programs. We are excited to work together to engage in thoughtful and productive conversations that will empower our channel partners to win in 2023,” said Mike Caralis, Verizon Vice President of Business Markets. PAC attendees will also have an opportunity to take part in a group volunteer activity in honor of Giving Tuesday. Each volunteer will build lifesaving paracord bracelets and military care kits for Operation Gratitude, a Verizon non-profit partner, while learning about their impact and mission. Attendees include leadership from Verizon’s top channel partners, sales and operations teams. Verizon’s channel program has received a 5-star rating from CRN in 2022 and continues to be an industry leader in the channel. Verizon Communications Inc. (NYSE, Nasdaq: VZ) was formed on June 30, 2000 and is one of the world’s leading providers of technology and communications services. Headquartered in New York City and with a presence around the world, Verizon generated revenues of $133.6 billion in 2021. The company offers data, video and voice services and solutions on its award-winning networks and platforms, delivering on customers’ demand for mobility, reliable network connectivity, security and control.

Read More

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Bigger growth opportunities beckon for partners who rewrite the rules of cybersecurity with Infoblox

Infoblox | December 05, 2022

Infoblox Inc., the leader in cloud-first networking and security services, unveils its new partner program today, designed to maximize opportunities partners can secure and deliver. The Skilled to Secure trusted partner program reflects the changing security landscape and shifting customer requirements – and the need for providers of security solutions and services to adapt in response. “The rules of cybersecurity have changed. Customers want more than just another security solution or tool – they have dozens, if not hundreds, already. What they want is to drive more value from their current environment by making it more effective. That’s where Infoblox comes in,” explains Chris​ Millerick, ​Vice President, Worldwide Partner Sales at Infoblox. “The rules of cybersecurity have changed. Customers want more than just another security solution or tool – they have dozens, if not hundreds, already. What they want is to drive more value from their current environment by making it more effective. That’s where Infoblox comes in,” explains Chris​ Millerick, ​Vice President, Worldwide Partner Sales at Infoblox. Infoblox BloxOne® is the first cloud-native platform delivering DDI (DNS, DHCP, and IPAM) and DNS data-enabled threat detections, and offers partners predictable, reliable renewal margins year after year. A Forrester Economic Impact Report found that BloxOne® Threat Defense can deliver a staggering 243% return on investment. Integrated into the security ecosystem, BloxOne® enables DNS data to be used to address blind spots in enterprise threat defense and security systems. Internal and external threats can be identified, prioritized, and remediated in a fraction of the time without significant additional investment in new solutions. In the new program, partners will be assigned levels based on their acquisition of the competencies required to deliver BloxOne® and maximize its value for customers. Chris Millerick continued: “We recognize that an exceptional customer experience requires a level of trust, one that only highly skilled and competent technology partners can provide. Infoblox is privileged to offer partners a program that helps them acquire the competencies required to stand out and grow in the cybersecurity market.” Benefits partners can gain through the new program include partner-hunted sales incentives and deal registration, “Guardians of the Network” rewards and incentives, marketing campaigns, marketing development funds, and demonstration software. The Skilled to Secure program is built around three tracks designed to deliver support across the channel: Value-added Reseller and Systems Integrator, Service Provider, and Value-added distributor. Based on their track record and meeting the defined competency requirements, partners’ awarded level will be announced in May 2023. More information on the program, its structure, requirements, and benefits are available on the Infoblox website. About Infoblox Infoblox is the leader in next-generation DNS management and security. More than 13,000 customers, including over 75% of the Fortune 500, rely on Infoblox to scale, simplify, and secure their hybrid networks to meet the modern challenges of a cloud-first world. Learn more on our website.

Read More

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Altair Names Keinavo Data Analytics Channel Partner for Switzerland

Altair | December 01, 2022

Altair (Nasdaq: ALTR), a global leader in computational science and artificial intelligence (AI), announced that Keinavo has joined Altair’s growing channel partner network. Keinavo, which has offices in Lugano, Switzerland, will offer all of Altair’s data analytics solutions to its customers in Switzerland. Keinavo has major customers in sectors like banking, insurance, industry, and public service, and offers expertise, consulting, and training focused on data. “Keinavo has deep expertise in data analytics and the SAS language and we are proud to have them as a valued channel partner. This combination – and their work related to the integration of Altair SLC in complex environnements – makes Keinavo a trusted partner that will be key for Altair’s growth in Switzerland,” said Haroun Mokdad, managing director, Altair Switzerland. “We look forward to providing great opportunities for any company looking to modernize their legacy data analytics platforms.” Keinavo has been providing auditing, consulting, and training services focused on big data, analytics, business intelligence, system integration and optimization, data management, and platform and business process management throughout the EMEA region since the early 2000s. “We are extremely pleased to strategically partner with Altair, a leading global technology company, and look forward to further supporting our clients with the best possible solutions and technology throughout project lifecycles,” said Johann Kerdal, chief executive officer, Keinavo. “We are extremely pleased to strategically partner with Altair, a leading global technology company, and look forward to further supporting our clients with the best possible solutions and technology throughout project lifecycles,” said Johann Kerdal, chief executive officer, Keinavo. Altair works with a global network of channel and technology partners. To learn more or to become a partner, visit: https://www.altair.https://www.altair.com/partners/. About Altair Altair is a global leader in computational science and artificial intelligence (AI) that provides software and cloud solutions in simulation, high-performance computing (HPC), data analytics, and AI. Altair enables organizations across all industries to compete more effectively and drive smarter decisions in an increasingly connected world – all while creating a greener, more sustainable future. For more information, visit https://www.altair.com/.

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Verizon Channel hosts Partner Advisory Council at Boston Innovation Hub

Verizon | December 05, 2022

Today, Verizon hosts its 2022 Partner Advisory Council (PAC) meeting, giving partners a unique opportunity to collaborate and unlock new program opportunities, while continuing to provide best in class service to customers. Verizon is bringing members of its PAC together, including value-added distributors, mobility co-sellers, wireless business agents, and wireline business agents, to set strategic plans for 2023. Partner feedback will be a critical component of the sessions which will focus on discussing program evolution and enhancements. Partners will have the opportunity to tour the Verizon 5G Boston Innovation Center and view tangible examples of 5G-powered technologies. “This is the first time that our channel partners across the entire channel program landscape will be coming together in person to collaborate, set strategic 2023 plans and drive evolution across all our partner programs." “This is the first time that our channel partners across the entire channel program landscape will be coming together in person to collaborate, set strategic 2023 plans and drive evolution across all our partner programs. We are excited to work together to engage in thoughtful and productive conversations that will empower our channel partners to win in 2023,” said Mike Caralis, Verizon Vice President of Business Markets. PAC attendees will also have an opportunity to take part in a group volunteer activity in honor of Giving Tuesday. Each volunteer will build lifesaving paracord bracelets and military care kits for Operation Gratitude, a Verizon non-profit partner, while learning about their impact and mission. Attendees include leadership from Verizon’s top channel partners, sales and operations teams. Verizon’s channel program has received a 5-star rating from CRN in 2022 and continues to be an industry leader in the channel. Verizon Communications Inc. (NYSE, Nasdaq: VZ) was formed on June 30, 2000 and is one of the world’s leading providers of technology and communications services. Headquartered in New York City and with a presence around the world, Verizon generated revenues of $133.6 billion in 2021. The company offers data, video and voice services and solutions on its award-winning networks and platforms, delivering on customers’ demand for mobility, reliable network connectivity, security and control.

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