60 episodes

All your questions answered for SaaS partnership leaders. From zero to hero, we will help you meet your revenue and other goals as you build an ecosystem to win your market.

Brought to you by the Cloud Software Association, the 4000+ SaaS partnership leaders who are building the market for cloud software distribution. Join us free at https://www.cloudsoftwareassociation.com/join

Join us in person this November 9-10 in San Francisco for the one and only conference for SaaS partnership leaders. http://SaaSconnect.org

SaaS Connect Cloud Software Association

    • Business
    • 5.0 • 4 Ratings

All your questions answered for SaaS partnership leaders. From zero to hero, we will help you meet your revenue and other goals as you build an ecosystem to win your market.

Brought to you by the Cloud Software Association, the 4000+ SaaS partnership leaders who are building the market for cloud software distribution. Join us free at https://www.cloudsoftwareassociation.com/join

Join us in person this November 9-10 in San Francisco for the one and only conference for SaaS partnership leaders. http://SaaSconnect.org

    How Do I Convince My CEO To Invest in Partnerships?

    How Do I Convince My CEO To Invest in Partnerships?

    In this episode of SaaS Connect by Cloud Software Association, Nam Le, head of sales, Embedded Platform at Workato, an expert in partnerships and getting executive buy-in, explains how to get buy-in into the idea of partnerships.

    Nam Le is a salesperson who's met every stakeholder, every objection, and every motivator that you can imagine. The reason he’s our guest on this show is that he only deals with the people who are successful enough to talk to him, so he knows what they've done on a practical level to achieve success. And hopefully, listening to his input will give you a roadmap to your own success.

    Points of discussion include:


    What people in different positions need and how to approach them based on their particular needs. For example, the difference between what engineers, product managers, and VPs of marketing are looking for, and how to get their buy-in (as well as that of the C-Suite) for partnerships based on those needs, and what drives them.
    How partnerships fit into the overall company strategy.
    Scaling up the channel when you’re a small company with limited resources.



    Resources Mentioned:


    Marketo
    Blue Wolf
    SubTerra
    Salesforce
    FreshBooks
    Apple
    Tableau



    Thank you to our amazing podcast team at Content Allies. Want to launch your own B2B revenue-generating podcasts? Contact them at https://ContentAllies.com

    • 48 min
    Scaling SaaS Partnerships in the Modern Era

    Scaling SaaS Partnerships in the Modern Era

    In this episode of SaaS Connect by Cloud Software Association, Nikita Zhitkevich, Director of Channel Partnerships and Alliances at PartnerStack, and Tyrone Lingley, Head of Partnerships at Ally.io, enjoy a conversation about what partnerships look like today and how to scale them.



    Some of what you can look forward to hearing about:


    Challenges in partnerships and obtaining quick growth.
    Partnership program innovation and trends over the last few months.
    What a modern partnership team looks like.
    The value of building a “beast call marketing machine,” and how it makes it easier to acquire partners to get to market.
    Types of partnerships, alliances, and influences across the organization within every team, and tying their success to partnership success.
    The role of technology in partnership programs and how it differs from organization to organization.
    Strategic advice for someone building a partner program with a team of one or two, and how to set yourself up for success.
    The importance of getting buy-in from everyone in the company.



    Resources Mentioned:


    Apple
    Facebook
    Microsoft
    LinkedIn
    Ingram Micro
    Scott Brinker
    Jay McBain
    Amazon
    Crossbeam
    Eric Chan - Chargebee
    Viva Suite
    Accenture
    Deloitte
    Salesforce
    Oracle
    HubSpot
    Dynamics
    Shareworks
    Respona
    LinkedIn Sales Navigator
    Gong
    Slack
    NerdWallet



    Thank you to our amazing podcast team at Content Allies. Want to launch your own B2B revenue-generating podcasts? Contact them at https://ContentAllies.com

    • 41 min
    Hacking the Product Function to Get Things Done

    Hacking the Product Function to Get Things Done

    In this episode of SaaS Connect by Cloud Software Association, Sachin Agarwal, principal product manager at LaunchDarkly at the time of this recording and now senior product manager at Google, shares from the product manager’s point of view the best methods of getting PM buy-in for partnership initiatives:


    What to know about good product managers, e.g. they are motivated by solving problems, they are not motivated by any particular solution. As a partnership leader, what motivates them has implications for you.
    How product managers see partnership people.
    How to get product managers to support your partnership efforts.
    Three tactics to get product manager buy-in for partnership initiatives:

    Don’t surprise product managers. They are information junkies; they like to know everything.
    Make it easy for the product manager. Being able to think like a product manager is really helpful. Certain documents are helpful to get the product organization to buy in.
    Understand the PM’s motivation. You can play into their need to deliver value.


    Use your mojo on product managers! You know how to sell, you know how to market, and you know how to do product, so use those skills on the product organization.

    PMs are people too. They have egos. They're motivated by recognition. If they were motivated by money, they'd be in sales. If you can make the product manager who fought for your thing famous, then you can get your job done.

    Resources Mentioned:


    Salesforce
    Zapier



    Thank you to our amazing podcast team at Content Allies. Want to launch your own B2B revenue-generating podcasts? Contact them at https://ContentAllies.com.

    • 20 min
    Launching And Managing International Partnerships

    Launching And Managing International Partnerships

    In this episode of SaaS Connect by Cloud Software Association, Craig Klemp, who was Sr. Director of Global Partnerships at Evernote during the time of recording, and is now VP of Strategy and Partnerships at EZ Texting, shares the lessons learned from international partnerships.

    Evernote, a productivity tool with 60,000 installs a day, boasts 225 million users worldwide, with 80% of those located outside the US.

    Their global partnership ecosystem is made up of four layers:


    Tech/integrations
    App stores (distribution)
    OEMs (distribution)
    Resellers (distribution)

    In this presentation, Craig highlights partnering with massive Japan-based consumer brand NTT Docomo, which is on the same scale as a merged AT&T and Verizon, with 50% of the Japanese market share.

    He offers valuable considerations for companies thinking about international partnerships:


    This kind of partnership can’t be managed remotely.
    Culture has to be taken into account. Evernote’s CEO, Phil Libin, initially drove the impetus because he is a “Japanophile”. He loves everything Japanese, and this helped cement executive buy-in from the mega Japanese company. It was all because of trust. Executive buy-in is critical. Here are some examples of how culture impacts business in Japan:
    We tend to over communicate in the US because of the mix of cultures and the need to be understood: we tell them what we're going to tell them, we tell them, and then we tell them what we told them. However, in Japan, doing that in a business meeting would be like hitting them over the head with an anvil. They read into body language, they read into different things, like what's not spoken, what's left unspoken. It’s a really important part of the culture.
    Business practices matter. For example, if you host a business meeting, as the host, you need to sit closest to the door.
    Considerations when you think about moving into other countries:

    What are your local assets? For example, brand equity, team, market fit. And can these assets be leveraged?
    Localization tools can work to a certain extent.
    Timely partner support is critical. Offer support in their language and in their time zone.
    If you’re serious, hire resources locally (in your partner’s geographical location).





    Teaser Tip: … “Make sure you’re set up for success.” - Craig Klemp



    Resources Mentioned:

    The Culture Map (book)



    Thank you to our amazing podcast team at Content Allies. Want to launch your own B2B revenue-generating podcasts? Contact them at https://ContentAllies.com

    • 21 min
    How to Actually Acquire New Customers

    How to Actually Acquire New Customers

    In this episode of SaaS Connect by Cloud Software Association, Kyle Jenke, who at the time of this presentation was working in Global Partnerships at Intuit and is now Director of WhatsApp Partnerships at Facebook, talks about the three main things Intuit does within the partnering sphere that is different to other companies.

    A bit of background: Intuit poured massive amounts of resources into partnerships, launching them with great fanfare. But they fell flat, leading to multiple go-to-market failures, almost bankrupting the company.

    In this presentation, hear from Kyle what they do differently as a company that makes partnerships work for them today:


    Partnerships must be a company-wide mindset.
    It is important to discover what really matters to your partners, and then allocate resources to that.
    Avoid hiring generalists. Put effort into thinking about the skills people need to really solve the problem on your partnership team.

    Kyle shares the lessons learned around what made certain partnerships fail. These include not over-investing in partnerships too early, and not going into too many partnerships too soon.

    Resources Mentioned:

    The Lean Startup Methodology (Book)

    Quickbooks

    ADP

    ATT



    Thank you to our amazing podcast team at Content Allies. Want to launch your own B2B revenue-generating podcasts? Contact them at https://ContentAllies.com

    • 22 min
    Shifting To Tech Partnerships For Predictable Revenue

    Shifting To Tech Partnerships For Predictable Revenue

    In this episode of SaaS Connect by Cloud Software Association, Rajiv Ramanan, Director - Startup Program and Technology Alliances at Freshworks, shares how the company turned its tech partnership strategies into a predictable revenue machine.

    Rajiv is joined by Jake Wallace, who at the time of the episode was Head of Strategic Partnerships at SignEasy and is now Head of Global Technology Partnerships at Trustpilot. Jake was responsible for SignEasy’s reseller referral program and maintaining their key partner relationships, of which Freshworks is one.

    The discussion centers around Freshworks wanting to acquire and retain more customers and how they used integrations to achieve that.

    The following topics are discussed:


    The shift Freshworks made to achieve its revenue goals.
    What Freshworks does now to drive qualified leads.
    How SignEasy started partnering with Freshworks.
    How they got teams to talk to each other about leads.
    Motivating salespeople to make introductions, and incentivizing.
    How Freshworks handles account mapping and integrations.
    How Freshworks manages multiple partners on the same deal.
    How different roles change the approach taken with ecosystem partners.
    How both companies deal with partner professional services companies.
    OKRs, tracking, and plans.

    Teaser Tip: … “We wanted to acquire and retain more customers, and integration was the way we achieved that.” - Rajiv Ramanan, Freshworks

    The data showed that if a customer used one integration, their chances of churn decreased by more than 50%.

    Resources Mentioned:


    Zapier
    PieSync
    Cloud Elements
    Freshbooks
    AWeber
    MarTech
    Apple

    Thank you to our amazing podcast team at Content Allies. Want to launch your own B2B revenue-generating podcasts? Contact them at https://ContentAllies.com

    • 47 min

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