Building a healthy channel program, or partner ecosystem, starts with making sure you don't replace the areas where partners create value.
1. Reach - Get more partners to be actively selling your service
Build a "to-partner" marketing program with a value proposition, targeting criteria, an awareness-conversion-signup funnel and dashboard.
Implement a dedicated partner recruiting function, to find, contact, nurture, and sign up the right channel partners.
2. Frequency - Increase the average number of deals a partner sells per month
Create partner testimonials to use to convince your other partners to care.
Build a partner program with education, support, and incentives to train their team, and make it profitable and easy to sell, implement and support your product.
3. Yield - Maximize the average deal size of opportunities coming from your channel
Train your partners' sales teams on your sales best practices and your value proposition. Help them drive up-sell and high revenue per customer.
Implement a thru partner marketing program that complements their strengths, and drives them to invest together with you in driving demand.
Be aware of what your partners need most to grow your business together. Each of these three areas can help. Ideally, they are done in parallel, but often one of them needs the most attention.
Get monthly executive SaaS marketing advice in your inbox
After 15 years of experience in the Software Marketing Industry, Stijn adopted the SaaS model to launch Kalungi, a marketing agency that specializes in assisting B2B SaaS companies.