Things to Consider While Choosing an Ecosystem Partner

Choosing an Ecosystem Partner
As the channel evolves from a sales support system to an entire sales ecosystem, companies, especially SaaS companies, seek partnerships to build robust channel ecosystems. How should you, as a SaaS company decision-maker, venture into a fruitful partnership right from the start? Here are some things you should consider:

Choosing an Ecosystem Partner: Evaluation Criteria

  • Increase Customer Dependency
Global customers are a part of a subscription world where they buy a product or a service every month. So, an ideal partner needs to drive customers to adopt, integrate, and stick to your product with constant interest.
  • Have Similar Business Values
Choose a partner who has the same business values as you. A business that prioritizes customer trust should make it to the top of your prospective partner list.
  • Prioritize Customer Satisfaction
A partner who understands how customer satisfaction trumps customer acquisition would be a great choice. Partnering with companies that deliver the highest and most consistent levels of customer satisfaction even when things seem out of control (read: recession or some business stutter) can never be wrong for your business.
  • Recognize Customer Preferences
Over time, customers might not be inclined to spend heavily on new licenses. Instead, they may focus more on using what they have to address their business problems. Choose partners who understand this shift and can help you keep such customers engaged.
  • Cater to Business Buyers
SaaS solutions are business buys. Therefore, partners who make your solutions look lucrative to business customers should be a part of your ecosystem.
  • Open to Scale
Channel partners who can scale to match your business growth and customer needs create a conducive environment to plan and execute expansion strategies confidently.
  • Swiftly Adapt to Change
An ecosystem founded on advocacy, brokerage, consulting, and partners with an attitude to adapt to change creates business outcomes that exceed expectations.

Channel Ecosystems are Evolving

Channel ecosystems in the IT world are evolving from their rigid, defined lines to malleable, open, adaptive ecosystems so partners can sell vendor products and services with greater value and consistently achieve customer satisfaction and revenue.

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Mad Over Marketing (M.O.M) is a marketing media company from India. M.O.M creates and curates content covering global advertising, latest campaigns and brand related news.

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Partners can acquire the new Specializations by showcasing a combination of product and sales expertise through customer wins and a go-to-market strategy. The new Partner Specializations showcase partners’ unique strengths in the market and encourage innovative ways to continue to grow their ServiceNow practice. “Last year at this time, we made a massive commitment to our partner community by completely transforming our partner program to ensure that partners are front and center in everything we do as a company,” said Erica Volini, senior vice president, global partnerships at ServiceNow. “With the launch of Specializations, our customers can easily identify partners with the best experience and expertise they need to help solve some of their biggest digital transformation challenges.” Obtaining a Specialization will help partners in three critical areas: Differentiate among the ecosystem:Partners will receive badging that will appear across their ServiceNow profiles with increased visibility on the ServiceNow Partner Finder. Prospective customers will also be able to search partner experts in Partner Finder based on the current Specializations. Unlock new revenue opportunities:Each Specialization addresses a pressing customer need that presents a large, untapped market opportunity and high year-over-year growth. Earn benefits to grow ServiceNow practices:ServiceNow will offer additional benefits for partners to build and grow their business through invitation to the ServiceNow Partner Advisory Council to ensure their needs and counsel are being addressed across the broader ServiceNow ecosystem. Qualifying partners will also have access to ServiceNow co-marketing programs and the ServiceNow Partner Development Fund announced last January. The program is launching with three Specializations, Service Operations, Serve the Customer and Power the Employee, that present large market opportunities with high year-over-year growth and a large total addressable market (TAM). All Specializations can be obtained at the regional and global level as well as two levels of achievement for further differentiation. Additional Partner Specializations are expected to be launched in 2024. The three Partner Specializations are expected to be available for partners to obtain starting in ServiceNow’s second quarter of 2024. Many partners have already expressed their feedback on the importance of the ServiceNow Partner Specializations including: Jason Rosenfeld, Senior Vice President at Cask: “ServiceNow’s new Partner Specializations offer an opportunity for Cask to showcase our unique consulting expertise and change management solutions to drive digital transformation across enterprises. Program updates like subsequent badging and product line achievements provide greater reach and visibility with organizations looking for the best partner to meet their specific needs. We believe Specializations and the partner finder are a winning combo for connecting customers with the right support and implementations.” Michael Lombardo, Chief Executive Officer at GlideFast Consulting: “We’re thrilled about the new designations to ServiceNow’s Partner Program. With new Partner Specializations, we can continue expanding our technical consulting services and delivering deep ServiceNow expertise to new markets. We look forward to helping customers find value in the Now Platform.” Michael Vadini, Chief Executive Officer at Infocenter:“Today, organizations are looking for a collaborative partner for support with the adoption and scale of new technologies. ServiceNow’s new Partner Specializations will help Infocenter build industry-specific solutions and accelerate technology for customers and their businesses more quickly. We are excited about the enhanced benefits offered by ServiceNow and the continued focus on partners.” Jon Reynolds, Senior VP Global Alliances & Corp Development at Thirdera, a Cognizant Company:“As our company looks to further expand our work across different industries, we’re focused on differentiating our services and ServiceNow platform expertise. ServiceNow's comprehensive Partner Program provides valued guidance and incentives to improve how we advise, implement and optimize technology for businesses worldwide. ServiceNow sets a standard for what it means to be an innovative partner.” ServiceNow is also launching a brand-new partner channel on LinkedIn. Join the new social community for the latest ServiceNow partner news here. For more information on the ServiceNow Partner Specializations visit here. About ServiceNow ServiceNow (NYSE: NOW) makes the world work better for everyone. Our cloud-based platform and solutions help digitize and unify organizations so that they can find smarter, faster, better ways to make work flow. So employees and customers can be more connected, more innovative, and more agile. And we can all create the future we imagine. The world works with ServiceNow™. For more information, visit: www.servicenow.com.

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