On paper, becoming a channel partner really is a dream job. You get to travel to a huge range of destinations, and you can also host parties as well. After all, what could be easier than dealing with other people who are passionate about your products? How hard can it be to really promote to this fan base and keep them happy/motivated?
Business intelligence providers are continually trying to find clearer pathways to success. They are doing this by trying to reduce decision-based risks. What’s really required here is data. Vendors need to try and develop programs that make information a somewhat exchangeable currency.
Five years ago, vendors were asked what percentage of their revenues were being driven by their partners. They did this so that they could better understand their contribution to a vendor’s growth. One-third of respondents stated that 50% of their revenue was being driven by partners, which is one of the key elements that affect a partner’s experience with the people they work with. 75% of respondents indicated that they expect their partner-driven revenue to increase next year. This is great news as it really does speak to how important partners are to a vendor’s own revenue stream.
Cloud services really do need applications that are able to deliver value. Independent software vendors are always trying to leverage cloud providers to try and bring any one channel to market.
Solution providers know more than anyone that certification is important but they also know that it isn’t the key to producing value either. Vendors need to try and step up so that they can evaluate their programs and the requirements of their channel as well.
The state of the B2B SaaS channel in 2018, what is new and what’s to look forward to in 2019 with insights in best practices to put in place.