Channel Partners in SaaS - Anand Venkatraman, Growthloop | Marketing Nation E1 | SaaSBoomi Podcast

SaaSBoomi

For the next 45 minutes, join our guest Anand Venkatraman as he and Arvind dive deep into the murky waters of partner channel marketing. It's a power packed episode filled with gems of knowledge and wisdom that could substitute for an MBA lecture.

Anand introduces the world of partner channels (yes, it's non-MBA friendly), and then goes into the nitty gritties of how to cultivate that side of the business, the best practices while working with partners and the most common mistakes you're better off avoiding when it's your turn.

Tune in and listen to Anand and Arvind dissect some really abstract concepts with crystal clear insights—on the very first episode of Marketing Nation!

Key Takeaways

00:00 - Intro

03:25 - Partner Channels 101

04:20 - The Revenue Partners

08:04 - The Technology Partners

09:58 - Owning the partner channels

15:00 - A small start-up’s cheat sheet for partner acquisition

20:40 - Vetting a partner’s account books

22:19 - SuperOps’s journey with partner channels

23:20 - Feeding the partner engine

27:30 - Common mistakes to avoid

32:25 - On the importance of PRM

33:57 - Taking MDF more seriously

35:33 - A shifting market - On-prem to SaaS

44:05 - Anand’s message to founders

Key Mentions

00:38 - Salesforce

00:40 - Akamai

00:42, 38:41 - FreshWorks

00:47 - CleverTap

01:00 - Growthloop.ai

06:49 - TCS, Accenture, HCL

08:41 - Line Messenger

08:48 - KakaoTalk

09:20 - Amazon, Google, Microsoft

22:20 - SuperOps

22:43 - Connectwise

22:43 - Kaseya