Nicolette Lopes, Manager of Channel Partnerships @ PartnerStack Devina Yadav-Baker, Global Head Solution Architecture - Strategy and Operations @ Cloudblue In this session, learn why opening new revenue channels is key to your go-to-market strategy and success, in the age of ecosystems. We will discuss industry trends and help you develop a playbook that will set you up for success with indirect channels to drive substantial growth in B2B SaaS.

1. The Secrets and Importance of Becoming
Channel Ready to Unlock Exponential
Revenue Growth
Devina Yadav-Baker
Global Head Solution Architecture -
Strategy and Operations
CloudBlue
@DevinaYadav 1
Nicolette Lopes
Manager of Channel Partnerships
PartnerStack
@partnerstack

2. The Great Go-to-Market Shift
Executive teams know the path to SaaS growth is changing
76%
of business leaders agree
current business models are
becoming unrecognizable —
ecosystems being the main
change agent
90%
of C-Suite executives consider
building an ecosystem business
model important for their
company to navigate disruption
and seek new growth
Sources: Accenture (2018) Cornerstone of Future Growth: Ecosystems
Accenture (2021) Bottling agility: Transformation through ecosystems

3. SaaS distribution is shifting
to indirect channels

4. “We will turn down a company with
projected 3x revenue that is 100% direct, in
favor of a company projecting 2x growth
with 50% partner sourced revenue”

5. Is channel readiness really
that important?

6. Do customers already
refer your product
without incentives?

7. Can your partners add more
value for your existing
customers?

8. Is your product or service
channel-ready?

9. Are you able to support your
partners and their go-to-
market plans?

10. Channel ready checklist
● Audience: do you understand the profile of your channel partners?
● Enablement: do partners have access to your product and know how to use
it?
● Education: are you providing the right level of training to your partners?
● Marketing: do you have a channel marketing plan in place?
● Revenue: does your channel program provide a profitable business model to
your partners?
● Payment: can you pay your partners in a timely and clear manner?
● Partner Relationship Management: do you have the data and tools to
understand the performance of your channel?

11. Takeaways
● Indirect channels complement your direct channels and are low-risk to launch
● B2B buyers look to experts outside your organization when buying — and
those experts can become your partners
● Most SaaS companies are ready to launch at least one partner program
● To launch multiple programs, scale up the partner pyramid from affiliate to
referral and reseller partners
● The right marketing investments enable you to gain insights into how your
audience is engaging with your messages and sell product through the
channel.
● You can’t maximize distribution through direct channels alone

12. Questions?
Visit us in the sponsor hall at booth #235

13. THANK YOU
Devina Yadav-Baker
Global Head Solution Architecture -
Strategy and Operations
CloudBlue
@DevinaYadav
Nicolette Lopes
Manager of Channel Partnerships
PartnerStack
@partnerstack