Seeing many SaaS based companies doubling down on Partners/Resellers lately. 100% is the strategy.
Who has seen this work effectively?
winston.wolf
100% Partner Strategy
22
A massive portion of my companies success is very much due to the IT channel. It is key to growing and growing exponentially. You name a reseller Iโve had dinner with their owners and presented dozens of times to all of their sales teams. Iโm a firm believer in them.
However what Iโm seeing in the market and with our PE owners, they like to keep the margin for themselves so we have pulled back funding via mdf etcโฆ over the years so itโs pretty slim now. Our channel team is a quarter the size it used to be and the budget for all named resellers is minuscule. Most companies in my space are reducing not investing
However what Iโm seeing in the market and with our PE owners, they like to keep the margin for themselves so we have pulled back funding via mdf etcโฆ over the years so itโs pretty slim now. Our channel team is a quarter the size it used to be and the budget for all named resellers is minuscule. Most companies in my space are reducing not investing
Not 100%, but as part of a mix. They broaden your reach and often are better at long term relationships with customers, where they may already be embedded.
As an AE responsible for my pipeline, you bet Iโm working to get my own opportunities in addition to working with partners.
As an AE responsible for my pipeline, you bet Iโm working to get my own opportunities in addition to working with partners.
Leaders ALWAYS look for what you bring in vs inbound or via partners.
Fairly effective if done properly. You can really focus your efforts into a handful of reseller org and if you're able to form a strong business relationship, you've opened the door to tons of potential clients that your partner already works with.
Partners should already know who decision makers are, what their buying process looks like, what their long term project roadmap looks like, among other valueable information that would take a new AE months or years to learn.
The cons of this is that they're going to cut pretty heavy into your profit margin and you have to keep them happy and paid in order for them to keep selling your product. My biggest deal last year came in at 3.2M and the partner took 41% of that as she basically walked us in the front door and got their CEO/CTO invested in us.
Partners should already know who decision makers are, what their buying process looks like, what their long term project roadmap looks like, among other valueable information that would take a new AE months or years to learn.
The cons of this is that they're going to cut pretty heavy into your profit margin and you have to keep them happy and paid in order for them to keep selling your product. My biggest deal last year came in at 3.2M and the partner took 41% of that as she basically walked us in the front door and got their CEO/CTO invested in us.
We are benefiting hugely from partner generated leads. I work as hard on maintaining great relations with our partners` AEs as I do on prospecting. It`s 50% generated leads through partnerships and 50% outreach and inbound in our case.
60% of the business in my vertical is done through Partners/MSP's.
Been a big focus for us to have more connections in that field and stronger ones with current partners we work with
Been a big focus for us to have more connections in that field and stronger ones with current partners we work with
I think it depends on the industry
In my industry it is heavily depended on, and I work at one.
We have much better relationships locally/regionally than the manufacturers do typically, and the experience and salesforce to immediately make headway with the product. It is an easy way for a vendor to gain access to a territory without having to spend money on new hires, onboarding, training, etc.
They may also be able to package your product with a larger portfolio they offer to customers where a manufacturer may not be able to.
There can be negatives though, the partner can rep multiple products so you may be fighting for time and headspace vs other solutions. If they find your product harder to sell or make money on, or find it isnโt well supported than you will suffer with the partner rep. Finding the wrong partner from a relationship or expertise standpoint can set you back in a territory as well. There is also something to be said for working at the company and going factory direct to the market.
We have much better relationships locally/regionally than the manufacturers do typically, and the experience and salesforce to immediately make headway with the product. It is an easy way for a vendor to gain access to a territory without having to spend money on new hires, onboarding, training, etc.
They may also be able to package your product with a larger portfolio they offer to customers where a manufacturer may not be able to.
There can be negatives though, the partner can rep multiple products so you may be fighting for time and headspace vs other solutions. If they find your product harder to sell or make money on, or find it isnโt well supported than you will suffer with the partner rep. Finding the wrong partner from a relationship or expertise standpoint can set you back in a territory as well. There is also something to be said for working at the company and going factory direct to the market.
As others have said itโs industry dependent but if you can find partner channels that actually send leads youโre sitting on a goldmine.
Important to remember your partners exist and have a business too ask yourself why they would refer to you specifically and whatโs in it for them.
Important to remember your partners exist and have a business too ask yourself why they would refer to you specifically and whatโs in it for them.
Name 10.
I currently work for a SaaS HR tech company and can tell that this strategy does not work. You are basically putting your fate in the hands of partners that likely donโt have the same sense of urgency or priorities as you do. We tried it once in the beginning and it didnโt work, then we hired a sales team and that was working well, however with the downturn in the economy, our CEO decided to go back to a 100% partner strategy and it has really taken a toll on our momentum and sales growth.
I totally believe that you need to have a partner strategy however it needs to be in addition to a direct sales strategy-not either/or.
I totally believe that you need to have a partner strategy however it needs to be in addition to a direct sales strategy-not either/or.
I have managed that strategy and grew a business from the founders plus me and some contractors to over 100 people. Rev numbers were solid too. I would definitely recommend having it, but augment it with some direct sales as well.
Our product line is highly dependent on partners as they are crucial part of the ecosystem. Not all partners are effective though and the ones that get you revenue should be nurtured.
Yeah more coverage but needs good reps in place to manage it all
Never put all your eggs in one basket.
A lot our new business comes from partners and referrals.
Coming from the partner side over here 100% is nuts. I partner with an org/segment that decided this year/next year are going to be โ100% partner led.โ
I bust my ass for the reps I partner with and source most of my own deals. However, candidly our comp plan does not entirely align, and Iโm not going to prioritize helping them hit their quota over mine
I bust my ass for the reps I partner with and source most of my own deals. However, candidly our comp plan does not entirely align, and Iโm not going to prioritize helping them hit their quota over mine
My company is 100% channel driven. I canโt sell direct. It works great really. Build a solid partner network and I get more than enough business from my partners to hit my number each quarter. Anything I go out and hunt on my own is just icing on the cake.
The best way to build those partner relationships is to find your own deals first to bring them in on. Once they realize they love your product and youโre easy to work with theyโll start putting you in front of more of their accounts.
The best way to build those partner relationships is to find your own deals first to bring them in on. Once they realize they love your product and youโre easy to work with theyโll start putting you in front of more of their accounts.
Interested to hear how people are working with Partners and what the โaskโ / โwhat youโll get in returnโ looks like when itโs a brand new target/prospect account - in which you have 0 intros etc.?
(Yes, aware the answer is likely โgo get info so you earn partner inputโ, but there are times when this isnโt the case so interested to hear those).
(Yes, aware the answer is likely โgo get info so you earn partner inputโ, but there are times when this isnโt the case so interested to hear those).
19 comments