The Secrets to Becoming Channel Ready for Exponential Scale with Cloudblue and PartnerStack
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The document discusses the importance of becoming channel ready to achieve significant revenue growth in the shifting SaaS landscape, where ecosystems are vital. It presents a checklist for assessing channel readiness, covering aspects like audience understanding, partner enablement, education, marketing plans, profitability, and performance management. The key takeaways emphasize the strategic advantage of indirect channels, the need for SaaS companies to adopt partner programs, and the significance of effective marketing investments.
The Secrets to Becoming Channel Ready for Exponential Scale with Cloudblue and PartnerStack
- 1. The Secrets and Importance of Becoming Channel Ready to Unlock Exponential Revenue Growth Devina Yadav-Baker Global Head Solution Architecture - Strategy and Operations CloudBlue @DevinaYadav 1 Nicolette Lopes Manager of Channel Partnerships PartnerStack @partnerstack
- 2. The Great Go-to-Market Shift Executive teams know the path to SaaS growth is changing 76% of business leaders agree current business models are becoming unrecognizable — ecosystems being the main change agent 90% of C-Suite executives consider building an ecosystem business model important for their company to navigate disruption and seek new growth Sources: Accenture (2018) Cornerstone of Future Growth: Ecosystems Accenture (2021) Bottling agility: Transformation through ecosystems
- 3. SaaS distribution is shifting to indirect channels
- 4. “We will turn down a company with projected 3x revenue that is 100% direct, in favor of a company projecting 2x growth with 50% partner sourced revenue”
- 5. Is channel readiness really that important?
- 6. Do customers already refer your product without incentives?
- 7. Can your partners add more value for your existing customers?
- 8. Is your product or service channel-ready?
- 9. Are you able to support your partners and their go-to- market plans?
- 10. Channel ready checklist ● Audience: do you understand the profile of your channel partners? ● Enablement: do partners have access to your product and know how to use it? ● Education: are you providing the right level of training to your partners? ● Marketing: do you have a channel marketing plan in place? ● Revenue: does your channel program provide a profitable business model to your partners? ● Payment: can you pay your partners in a timely and clear manner? ● Partner Relationship Management: do you have the data and tools to understand the performance of your channel?
- 11. Takeaways ● Indirect channels complement your direct channels and are low-risk to launch ● B2B buyers look to experts outside your organization when buying — and those experts can become your partners ● Most SaaS companies are ready to launch at least one partner program ● To launch multiple programs, scale up the partner pyramid from affiliate to referral and reseller partners ● The right marketing investments enable you to gain insights into how your audience is engaging with your messages and sell product through the channel. ● You can’t maximize distribution through direct channels alone
- 12. Questions? Visit us in the sponsor hall at booth #235
- 13. THANK YOU Devina Yadav-Baker Global Head Solution Architecture - Strategy and Operations CloudBlue @DevinaYadav Nicolette Lopes Manager of Channel Partnerships PartnerStack @partnerstack
Editor's Notes
- #4: What considerations should we keep in mind? Indirect channels are channels through which customers discover and buy your product that aren’t through you. Every indirect channel is a type of partnership, where you work alongside a third party to market and sell your product. What are the pros? Affordable to scale: Almost no fixed costs involved, and partners only get paid when they refer paying customers, at a rate designed by you Expands your reach: Results in more content created about you, more customers referring your product to peers, and agencies pitching your product to clients you wouldn’t reach Expands your credibility: Supports your own marketing and sales strategy with high-quality content and recommendations that influencer buyers
- #7: As an example > do you already have customers already referring your product?
- #9: What does it take to support different partners
- #10: How we compliment and scale more effectively