Here's Why Your SaaS Reseller Program Might Be Failing

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  Success. In business, it typically boils down to one fairly simple equation: does revenue exceed expenses? In SaaS? Well, that’s not always the case. Sure, SaaS companies are still ultimately driven to become profitable – but the timeline, requirements and tactics to do so are extremely unique in comparison to more traditional ventures because of their subscription-based revenue models. In fact, over the last several years we’ve seen several large SaaS companies file humongous IPOs while still losing tens of millions of dollars per year – Marketo and Box are two of the most well-known examples. Does it mean they’re not successful? Not at all. Does it mean you shouldn’t worry about profitability? Hell no. In fact, when you consider all the complex moving pieces that go into generating, keeping and growing revenue in a SaaS business (product development, sales and marketing, and customer success are just the tip of the iceberg), it’s no wonder that nine out of ten startups fail. So, as a SaaS company, how do you succeed? How do you measure success? And how can a channel partner program help? To begin with, let’s look at three of the most critical KPIs for any SaaS company: Done right, a partner program can have dramatic impacts on each of these core metrics of a SaaS business: Partners can help you reach more customers faster while spending less and accelerating your sales cycles, moving you down the road to profitability faster. Partners can enhance your customer success…
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