#channelpartners

Demand gen funnel evolved from simple inbound/outbound 🎯 and now include partners

Legacy demand gen funnel has evolved from simple inbound/outbound 🎯 and now includes product-led, #channelpartners-led, community, etc. This approach is more focused to buyer preferences and the journey that would create highest conversion. 💡 This means more customer engagement touchpoints , more channels and 3-rd party partners involved in influencing buyer decisions than ever before. It still makes sense to sell to Enterprise customers via Sales-led motion, and acquire SM

Most companies should have a component of their sales through channel partners - top VC advice

Most companies should have a component of their sales coming through #channelpartners 📈 - advice to SaaS founders from Balderton Capital, one of the top European VC. 💬 Some people believe indirect channels should only be used after reaching a certain scale, but we encourage you to think about these sales channels early on as it can have a phenomenal power to boost growth and awareness. Often indirect channels can help you get to a new country much faster than by using your

#3️⃣ of 7 key partner insights of 2022. Partnering with cloud #marketplaces is now must-do in SaaS

#3️⃣ of 7 key partner insights from 2022. Partnering with cloud #marketplaces has emerged as one of the 🏆 top #GTM strategies in SaaS. Marketplaces are disrupting traditional channels, but only to an extent. Cloud Marketplaces like Amazon Web Services (AWS), Atlassian, Microsoft, Salesforce, ServiceNow are now a natural place for B2B buyers and sellers to source SaaS and transact. A few slides from re:Invent 🎯 Efficient for sellers Increased visibility - cloud marketplaces

🏆 #1 of 7 key partner insights of 2022

#1 of 7 key partner insights of 2022. Last year many realized that despite the drums of #plg, there's never been a 🗽 top tech company that's reached the IPO scale without #partnerships. 2. Explosion APIs unlocked indirect monetization 3. Partnering with cloud #marketplaces is now must-do in SaaS 4. Partner Ops are rising into prominence 5. Becoming a #platform is among top aspirations in SaaS 6. The rise of a new Partnerships Leader 7. Partnerships while difficult, are scali

Great partnerships start with a memo 📑 to ensure buy-in from the CEO, CRO, CMO and from partners

How great #partnerships start to ensure buy-in from the CEO,CRO,CMO and from partners? They start with a 📑 Memo. But what should be there? 💬 From our workshop with Andrew Beckmann, who shared his insight from leading #partnerships and BizDev in Expedia Group and Meta and launching partnership functions in Sonder Inc. and Hopin. Memo should encompass: 📊 Context What is the problem that you're trying to solve with partnerships? Why is it important? What is the opportunity? I

How to launch a successful Startups Partner Program? [Loom playbook]

Companies like AWS, HubSpot, Loom get strong traction with 🗽 Startups Partner Programs. Learn these 5️⃣ lessons from Loom and Asana, because these programs in fact are tricky to get right. 💬 From our fireside chat with Sharrifah Lorenz, CFA who led #partnerships in Asana, Loom and now Census. If I were building a Venture Program at a productivity software like Loom or Asana, there are a few things that I would do, having learned what not to do in prior companies. 🎯 The vo

Asana channel playbook 📈 & how in SaaS 23% of revenue typically comes via channel partners?

In SaaS businesses at scale, 23% of revenue typically comes via #channelpartners. But how to get there? 📈 Here are 3 lessons from how Asana launched channel. 💬 From our fireside chat with Sharrifah Lorenz, CFA who led #partnerships in Asana, Loom and now Census 🚩 We had started feeling some pull from the market from consulting firms that were unofficially consulting on Asana. To be honest, the team was not that thrilled with us moving heavily into channel, because we reall

How up to 20% of Zoom revenue is sourced by partners ⚡️ [Channel playbook]

Many of us love Zoom and the product seemingly sells itself. But not only 15-20% of their revenue is ⚡️ powered by 8K+ partners, the company also would’ve focused on #channelpartners earlier given a chance. 💰 Zoom boasted $4.1B revenue in FY22, roughly half of which is Enterprise (they call it “non-online” in contrast with Consumer). This segment is a major growth area, and where partners are essential. Zoom CRO Ryan Azus: “Partners are the core pillar of how we're going to

How $1bn out of Atlassian's $3bn revenue last year was sourced by 🎯 channel partners [Playbook]

Atlassian is famous for pioneering the #productledgrowth (PLG) model in SaaS. What is less known is that 🎯 $1bn out of Atlassian's $3bn revenue last year was sourced by #channelpartners. Let's take a look at how their #partnerships were built over the last 15 yrs. 📈 Atlassian, founded in 2002 in Australia, innovated many essential ideas in #saas: self-serve, PLG, etc. Today the company that builds software for developers and project managers has $3Bn+ in ARR and 50K custome

The easiest way to share content with your partners 📊 and collaborate on documents

What is the easiest way to share and collaborate with your partners on 📊 product/sales trainings, marketing content, legal docs and integration plans? Check Document Hub in Partner Insight. 📥 Share new content with one or many partners in 2 clicks and they can access it in one click in their Document hub (also from a link in their email, of course) Just like they can share content and docs with you - everything is 2-sided, as it should be in #partnerships. 📌 The best part

What does it take to grow from an app to a #platform 📈?

A quick breakdown of HubSpot’s journey from a marketing app 16 year ago to one of the most valuable B2B SaaS platforms today. ✔️ A few observations: They were ~ doubling revenue every 2 years While launching a new product every 3 years 43% of revenue is driven by #channelpartners (solution partners) 🎯 At the time of IPO in 2014 they focused on 1 stack - marketing for companies of 20-200 people 🚀 Today they cover 5 stacks Marketing Sales Services CMS Operations for companie

Channel is as important as ever, but it is evolving into a richer ecosystem

With the rise of the cloud, many predicted that direct digital models would render the channel obsolete. 💡 In fact, the channel is as important as ever, but thanks to a new crop of #channelpartners it is evolving into a richer ecosystem: 🔽 valued less for its distribution scale 🔼 than for its expertise in helping customers adopt new solutions and transform. - these are findings of McKinsey & Company research on reinvention of enterprise tech GTM. 💬 These new channel playe

What if my channel partners ask me to give my SaaS product for free?

Partnership Q&A: What if my #channelpartners ask me to give my SaaS product for free 🎁 to their users to build a track record in the beginning? Should I do that? 💬 We discussed it with one of the experts who has 10y experience in channel sales. If your product is difficult to sell, you have to give a high margin (commission) to partners. But if you need an install base, sometimes you have to give it for "free". But I would not give it for FREE, instead ask something in retu

Give First mindset in #partnerships boils down to 3 key concepts

You’ve probably heard about the Give First mindset in #partnerships. It boils down to 3 key concepts: ⚡️ unlock, invest and accelerate. 🎯 Unlock There is no way around this. You need to get into your potential partner's shoes and think “how my product or service can help them unlock a new stream of revenue or increase retention, for example”. Or why partnering with you may get them closer to a strategic objective, like testing a new customer segment? If this is a major unloc

Don’t tell your partner what you think they want to hear, tell the truth!

Don’t tell your partner what you think they want to hear, tell the truth! One of the fastest ways to build 💜 trust and engagement with your #channelpartners is to create a culture of (nearly) radical transparency. 📑 Great starting point here is opening your product and GTM playbooks for them. In the beginning you’ll feel vulnerable, but if you take a jump, you’ll see that 8/10 of your partner relationships will go to the next level. 💎⛔️ Of course you need to show your part

The most successful #partnerships have Momentum, Trust and 🎯 Moments of magic

In my experience, the most successful #partnerships have Momentum, Trust and 🎯 Moments of magic that are created between you and partners. But partnership teams rarely have enough resources to create all of that themselves. What's a solution? 📈 Momentum By definition, partnerships require more prep work compared with sales, let's say. A famous example is that just partner onboarding in many companies takes 30 + days. However, the best partnerships start with excitement and

3 blind spots that tech CEOs typically have with channel partners.

Without clear rules where to focus, the prioritization in #partnerships is sometimes left to a mysterious force we know as 💜 ‘instinct’. Here is recent research on 3 blind spots that tech CEOs typically have with #channelpartners. These misalignments in: Business model and #ecosystem Segmentation and positioning Messaging and storytelling can be boiled down to 3 simple learnings: 💡 Companies have unclear channel strategies and are trying to address the same market segments

Channelpartners are not typically market makers. They are market takers

In contrast to strategic partners, #channelpartners are not typically market makers. They are market takers 🎁 . They are too busy with their own business and not in a position to figure out a go-to-market strategy for you. But if you show them: ✔️ how your product will help them to achieve their goals ✔️ clear revenue potential and alignment with their existing sales process ✔️ your commitment to help them succeed Channel partners can help you scale your business to the next

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