The Power of Channel Partnerships for B2B Software and SaaS companies

Channel partners

In today’s interconnected world, expanding globally is a crucial step for B2B software and SaaS companies aiming to scale their businesses. However, venturing into international markets presents unique challenges, including understanding local cultures, navigating regulatory landscapes, the perceived risk by customers of buying from a foreign and unknown company, and establishing a presence among a new customer base.

One strategic approach to overcoming these hurdles is partnering with channel partners such as resellers, distributors, consulting companies, system integrators, VARs, MSPs, co-delivery partners, technology partners, affiliates, agencies, marketplaces, and more are a promising strategy for scaling your business globally.

These partners, who are well-versed in local markets, can provide invaluable support and offer numerous advantages that streamline the global expansion process.

According to Jay McBain, Chief Analyst – Channels, Partnerships & Ecosystems at Canalys, 75% of global trade flows indirectly, and similar figures apply to the IT/SaaS/Tech sector. This statistic underscores the critical role that channel partners play in driving sales and expanding market reach for B2B software and SaaS companies. Another compelling benefit is that for every dollar spent on licenses, another seven dollars might be spent on services. This multiplier effect illustrates the extensive value that channel partnerships can generate, encompassing not just product sales but also a wide array of ancillary services.

Channel partners are great for scaling your global business.Here are the main advantages of partnering with channel partners:

  1. Existing Customer Base and Local Networks

Channel partners often have an existing customer base and extensive local networks. This built-in audience can accelerate market penetration and increase sales opportunities. Additionally, local contacts and networks are invaluable for facilitating smoother business operations and negotiations with key stakeholders.

  1. Local Market Expertise

Channel partners possess in-depth knowledge of their respective markets, including customer preferences, competitive landscapes, and regulatory requirements. This local expertise enables B2B software and SaaS companies to tailor their offerings to meet the specific needs of each market, increasing the likelihood of success.

  1. Established Relationships

Channel partners have existing relationships with potential customers and key industry players. Leveraging these relationships allows companies to quickly build credibility and trust, which can be challenging to achieve when entering a new market independently.

  1. Reduced Time to Market

Establishing a presence in a new market can be time-consuming and resource-intensive. Channel partners can significantly reduce the time to market by utilizing their established networks and infrastructure, allowing companies to more quickly reach their target audiences and generate revenue.

  1. Cost-Effective Expansion

Building a local sales and support team from scratch can be costly. Channel partners provide a cost-effective alternative by offering ready-made teams with the necessary skills and experience. This approach minimizes the financial risk associated with market entry and hiring costly salespeople and allows companies to allocate resources more efficiently.

  1. Local Presence and Support

Channel partners provide a local presence, offering advantages such as salespeople who understand the language and culture, and who operate within the same time zone.

Often, providing local or onsite support is essential for troubleshooting and maintaining customer relationships. Channel partners can offer timely and culturally appropriate support, enhancing the overall customer experience and fostering long-term loyalty

  1. Complementary Products and Services

Channel partners often provide complementary products and services, offering a more comprehensive solution to customers. This full-solution approach can sometimes be a solution when customers find it hard to buy a standalone solution, thereby enhancing customers likelihood to buy your product and increasing  satisfaction and loyalty.

  1. Administrative and Logistical Support*

Dealing with administrative issues such as regulatory compliance, tax laws, and local business practices can be complex. Channel partners can help navigate these administrative hurdles, ensuring that operations are compliant and efficient. They can also manage logistical aspects like importing regulations and the availability of spare parts, ensuring that products are delivered efficiently and maintained properly.

Partnering with channel partners is a strategic approach that offers numerous advantages and opportunities for B2B software and SaaS companies looking to expand globally. By leveraging local expertise, established relationships, and cost-effective solutions, companies can achieve faster market entry, enhanced customer support, and sustainable growth. Embracing channel partnerships not only mitigates risks but also paves the way for innovation and deeper market penetration.

Beam Global specializes in recruiting and onboarding channel partners to help B2B software and tech companies penetrate global markets. Our expertise in identifying the right partners and creating effective channel strategies ensures that your business can successfully compete on a global scale. By providing comprehensive guidance on international marketing, sales, and business development, Beam Global empowers businesses to thrive in the global arena.

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Beam Global, a marketing consultancy and strategic planning firm headed by Ori Ainy, advises B2B high-tech and software companies and startups on international marketing, sales, and business development and provides sales execution services. Beam (illuminate) in Beam Global refers to companies, which, even if they are small and unknown, can compete with large international companies by gaining global exposure and by projecting an image of up-and-coming professional big-league players that have the potential to lead in their field.


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