The power of channel partnerships with Max Alschlager, Sr Manager DX @CDW
Episode description
In this episode of SaaS Therapy, hosts Todd Kirk and Casey Trujillo have a conversation with Max Alschlager, Senior Manager of Digital Experience at CDW. They explore the dynamics of channel partnerships in the SaaS industry. They discuss the benefits of leveraging established relationships for faster scaling, share success stories of SaaS vendors, and address common pitfalls in partnerships.
This conversation delves into the best practices for structuring sales models and customer solutions to enhance the overall customer experience.
Takeaways
Channel partnerships allow for faster scaling of SaaS organizations.
Avoid conflicts by not institutionalizing direct sales competition.
Successful partnerships require clear communication and collaboration.
A channel-only model can enhance growth and relationships.
Solutions should be part of a larger ecosystem for effectiveness.
Team dynamics and structure are essential for solving customer problems. It's important to communicate where you fit in solutions overall.
Building relationships makes it easier to navigate customer needs.
Invest in services that add value to your customers.
Understanding the customer's journey is key to providing value.
Don't shy away from complexity; it can enhance your product's value.
Be transparent about what it takes to implement your solution.
Conflict in partnerships should be addressed openly and fairly.
Contents
00:00 Introduction
02:49 The Benefits of Channel Partnerships for SaaS Organizations
06:24 Success Stories in the Channel: A Case Study
12:11 Navigating Bad Relationships in Partnerships
14:04 Avoiding Conflict: Direct vs. Channel Sales
20:01 Structuring Customer Solutions: Team Dynamics at CDW
22:36 Understanding Customer Needs in SaaS Solutions
25:13 Building Value Through Services
26:45 Investing in Relationships for Success
31:01 Navigating Niche Products in the Market
35:21 Best Practices for Renewals
39:09 Managing Conflict in Channel Partnerships
41:40 The Power of Direct Communication
Resources
Credits
Show direction: Debra Wilson
Show design: Kensie Smith
Show manager: Angela Allred