Building a ChannelSmall Business Web Summit

Kevin OBrienVP Strategic Alliances

● A Developer (long ago), Sales Engineer, BD/Partner Person…

● Constant ContactBefore there was SaaS (we called it ASP back in the day)...

Multiple Channel Programs:Solution Providers (Business Partners, Web Developers, Affiliates)Distributed Partners (Associations, Networks, Franchises)

Technology Partners (ISVs)Strategic Partners (SMB Aggregators)

● HootsuiteBack when Snap was for dating…Multiple Channel Programs:

Agency PartnersSolutions ProvidersTechnology Partners (ISVs)Strategic Alliances

About Me

● JazzHRThere’s always Musicians looking for work...Multiple Channel Programs

HR ConsultantsPayroll ProvidersTechnology and Alliances

Market Dynamics

Is your solution right for a Channel?

Organizational Dynamics

Can the VOLUME be strategic to your company?

Ensure it has Visibility

Can it Co-Exist with a Sales Organization

Don’t underestimate the impact on Systems!

Planning

Which Channel to focus on First

Focus on the Right Partners

Who are their customers

What do they do – will they REFER you?

Has to be replicable…find groups that are similar and expand

Look into your own customer base first

They were referred to you by their Trusted Advisor

Partner PortalRevenue ReportingUser Activity ReportingMulti Account LoginSingle Billing

Marketing Materials

IncentivesRevenue Share vs BountyIn Perpetuity – Risk/Reward

Early Access & Thought LeadershipMore valueable than Revenue ShareHelping them be Valuable to their Clients

Not an API Program…though it helps..

Certification*Tough sell on SMB SoftwareComes later on as scale happens

Partner Managers

Critical to success of the channel

Being Proactive instead of Reactive

Constantly Educating on the Tools and Resources

Establishing level of trust – understand business needs

Assigned Quarterly MRR Targets

Should do 2-5x of what a Sales Person Can Do

What Will You Grow Here?