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:…

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