Sell through other people

Partners, resellers and marketplaces: reach you don't have to build rep by rep.

What founders use for sell through other people, ranked by how many answers lean on it.

  1. The actual eligibility bar for co-selling with AWS, in AWS's own words: marketplace listing, ACE eligibility, 5 launched and 15... Amazon Web Services Tool · 10 min read AWS ISV Accelerate Program Amazon Web Services In 5 answers
  2. Six distinct programs on one page (consulting, GSI, distributor, VAR, affiliate, marketplace) is the fastest way to see how a... Zoho Tool · 6 min read Zoho Partner Programs Zoho In 4 answers
  3. The clearest example of a platform treating partners as a real business: 1.3 billion dollars paid to partners in 2025 across... Shopify Tool · 6 min read Shopify Partner Program Shopify In 3 answers
  4. The live version of an Indian origin channel at scale: 500 plus channel partners in 80 plus countries, 400 plus technology... Freshworks Tool · 5 min read Freshworks Partner Program Freshworks In 2 answers
  5. A well built program from an Indian origin SaaS company, useful as a template: directory listing, co-marketing, certification,... Chargebee Tool · 5 min read Chargebee Solution Partner Program Chargebee
  6. Shows a clean two track split (technology partners versus solution partners) at real scale, 250 plus partners across 35 plus... MoEngage Tool · 5 min read MoEngage Catalyst Partner Ecosystem MoEngage

The questions

Partnerships and alliances 16

Tech and integration partners, co-selling, co-marketing, when a partnership is real, and your first partnerships hire.

What does a partnerships person actually do all day? 4 → Referral, tech partner, reseller, SI: someone offered us a partnership, which one is it? 4 → A much bigger company wants to partner with us. Should we say yes? 4 → I have just been handed partnerships as my job. What do I do in the first 90 days? 5 → How do I get a partner's reps to actually mention us in their deals? 4 → All 16 questions in Partnerships and alliances →
Channel, resellers and marketplaces 16

Resellers, system integrators, distributors, cloud marketplaces like AWS and Azure, app stores and app directories.

What is a channel partner, and why would a software company hand over 30% of the price? 5 → Is our product even ready for resellers? 5 → What is a cloud marketplace and why does everyone tell us to list on AWS? 3 → App store, app directory, cloud marketplace: which of these actually matters for us? 4 → How do we actually list on AWS Marketplace, and what changes in our sales process? 5 → All 16 questions in Channel, resellers and marketplaces →
eChai Partner Brands The partnership →