One great example is Atlassian. Approximately a third of their revenues come from resellers and “the channel”:
A tough part for SaaS is channel conflict. Why buy from a reseller if you can just go to a URL and buy direct?
In Atlassian’s case, the specific answer is that Atlassian used their resellers as an alternative to a direct sales force for many use cases. This eliminated one source of conflict, and made it clear that more enterprise-sales and new markets use cases would be served by partners that can onboard a solution. And low-touch inbound would be served in-house.
More on how and why here in the discussion with Jay Simons, President of Atlassian and here: https://www.saastr.com/jay-simon…
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