Building a SaaS Channel 101 – Part Eight

Building a SaaS Channel 101 – Part Eight

Helping Your Partners to Succeed

As with any collaboration, it is important that you have clear and precise communication. You also need to make sure that you do everything you can to maintain a very high level of understanding. Once you have your partner, you will want to make sure that you continue the engagement that you have while also ensuring that you get the frequency of your publications right as well. A lot of SAAS companies work by experimenting with different methods of communication. This includes social media and even mobile applications. The key with this is to make sure that you do everything you can to avoid overwhelming your campaign. You will also want to be sure that you listen to your partners while also taking advantage of two-way channel communications. You will want to do this through blogs and even through message boards. You may feel as though you are driving the program but the truth is that you will have a lot to gain by listening to your partners.  You also need to do everything you can to offer suggestions to others, give feedback and even help your program to grow for the future.

The Right Sales and Marketing Tools

When you look at things from a tactical point of view, you need to do everything you can to get the right materials and you also need to make sure that you give your partners the tools that they need to be successful. The materials that you choose will largely depend on the partners that you work with and it is very important that you do everything you can to distribute them across the right channel. You can refer back to the previous posts if you want to make sure that you are doing a good job marketing.

What Drives SaaS Success?

The best channel strategies are always built around serving the needs of the customers that you work with. You also need to make sure that you do everything you can to help your partners to grow their business as well. That doesn’t mean that your work is altruistic. When everything is done, you essentially need to quantify the channel that you have while also delivering everything you need quickly and efficiently to your business. This will help you to grow your company as well as helping others to grow theirs as well.

Mastering the Elements of Your business

When you start up your own channel marketing plan you need to master the various elements that are present in your business. You will also need to keep your CAC as low as you can. VAR channels can be incredibly difficult and it can also be a very effective way for you to reduce your CAC. It will take some time for you to get to the point where you can retain customers and it will also take some time for you to gather the experience needed to make something of your channel. Once you have identified all of the right trends however, you can then go on to make sure that you optimise the efforts that you are making to run your channel accordingly.

A Guide to Sales and Marketing

If you are not meeting your customer expectations then you do not have an effective strategy. If the product that you have is not seen to be of good value then this will reduce the value of your channel marketing strategy. VAR channel partners can help your customers to get the most out of any software that you have. On top of this, SAAS software can easily help you to increase your adoption rate. If your sales team have oversold your product or if they have sold it to the wrong customer then you will certainly run into more problems at a later date. Direct sales representatives may be tempted to hype up particular products and they may also be tempted to hype up particular features as well. They do this even though your product might not be the best fit. A VAR channel partner on the other hand has a relationship with the customer in question and will therefore make sure that the best result is achieved at all times.

So as you can see, VAR channel partners do take on a lot of the heavy lifting when it comes to sales.  They can bring you one step closer to your customers and they can also help you to ensure that your customers are happy at all times. They can do this on a day by day basis, so you know that you won’t have any issues at all there.

Using the VAR Channel

When you have VAR members that work in very close proximity to the partners then you will quickly find that you can always use this to your advantage. You can get up close and personal with the real world and you can also see what your customers want. In a lot of cases, your partners will be working with you to manage the software on your behalf. They will also work with you to make sure that you have all of the real-time feedback you need when it comes to your channel and what it has to offer.  Customers are much more likely to tell the truth when talking to a channel partner when compared to someone who works within your organisation. So it doesn’t matter if this is a part of your sales strategy or whether you just want some help and support with your marketing plan.

Your Goals

It’s a good idea for you to review your goals and everything that you have learnt during your time developing your strategy. You will also need to do everything you can to measure your success. You can’t measure by a vague idea and you can’t assess the real data about your company either. You should also check in with your team and all of your external partners so that they can work with you to check how your program is doing.

Channel VS Direct Performance

When you run your channel marketing program you should run it against the direct sales that you have. This is the best way for you to find out what is most effective and it is also a good way for you to get a more profitable benchmark about how you are doing.

In conclusion, you need to measure your analysis reports so that you can base all of your future decisions around them. You also need to make sure that you do everything you can to make sure that you are understanding of what your sales structure illustrates while also paying attention to what is working and what isn’t.

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