🏆 Contrary to the substantial push towards self-serve and fully digital experiences, 34% of respondents credited referrals as the primary channel for growth in recent BCG X survey.
Partnerships emerged as the third most effective #strategy.
As SaaS adoption hinges on trust, positive peer recommendations and robust partnerships establish this trust more effectively than anything else. Moreover, they provide (most) cost-efficient acquisition avenues.
⚖️ However, the key lies in finding the right balance and using different channels depending on the contract size.
Larger contracts ($100K+ annually) warrant the attention of field and inside sales due to their complexity. In contrast, smaller contracts often find their best fit through self-serve channels.
Regardless of the scenario, partners can significantly amplify sales and marketing efforts, as demonstrated in our case studies of top SaaS companies heavily reliant on channels, like Atlassian, Zoom, Box, HubSpot, and others.
👍 Follow for more data-driven insights on partnerships.