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 founder of Zomentum, who built a business serving 3,500 plus channel partners, on why partner led acquisition stays under... SaaSBoomi (Founder's Deep Dive) Podcast · 50 min listen Empowering the Channel Partner-led GTM Motion Shruti Ghatge with Suresh Sambandam In 3 answers
  2. An interview with Zoho's global partner program director covering 3,000 plus partners, zero entry fees, three tiers, and the... DQ Channels Article · 10 min read Zoho partner program: how Zoho is driving partner-led growth in the AI era Bharti Trehan In 3 answers
  3. Maps the Indian Azure ecosystem by name: distributors like Redington and Ingram Micro, cloud native firms like Minfy and... DQ Channels Article · 11 min read Microsoft Azure partner program in India: a 2025 overview Bharti Trehan In 3 answers
  4. A concrete look at what an app directory listing demands (demo video, eight screenshots, scope groups, testing instructions),... HubSpot Developers Article · 12 min read List your app on the HubSpot App Marketplace HubSpot Developers In 2 answers
  5. The Almabase founder on partnering with a billion dollar company as a small Indian startup and the win win win test he uses,... SaaSBoomi Podcast · 50 min listen Acing ABM, Customer Dev and Partnerships in the US Kalyan Varma with Arvind Parthiban and Varun Shoor In 2 answers
  6. 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
  7. Podcast · 90 min 2X SaaS Founder: How To Sell Global Tech Products From India | Sharath Narayana Siddhartha Ahluwalia with Sharath Keshava Narayana
  8. Specifically about SIs rather than partners in general, including the split where the SI carries early stage sales and adoption... Relevize Article · 8 min read Pros and Cons of System Integrator Partnerships: Six Tips for Success Relevize
  9. Video · short watch Introduction to AWS Marketplace Amazon Web Services
  10. Explains the two things that make Azure worth the effort: customers can buy against an existing Microsoft agreement or cloud... Microsoft Learn Article · 8 min read Overview of Microsoft Marketplace for publishers Microsoft Learn
  11. Shows the part founders underestimate about app stores: you are subject to someone else's review, pause and resubmission cycle,... Shopify Developers Article · 10 min read Shopify App Store review process Shopify Developers
  12. 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
  13. 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
  14. Podcast · 35 min S3E11 - How to setup partner marketing for B2B SaaS company? ft. Scindia Balasingh, Head Of Marke... Scindia Balasingh, with Sunil Neurgaonkar
  15. Video · 20 min 10 Tips for Startups to Create Powerful Partnerships with Big Companies with SAP Kange Kaneene and Alok Kapur (SAP)
  16. Video · 50 min The Role of Partners in Scaling to $10B with ServiceNow CCO + VP of Strategic Operations ServiceNow Chief Customer and Partner Officer, with VP Strategic Operations
  17. Video · 38 min 4 Easy Account Mapping Wins Crossbeam partnerships team
  18. Podcast · 51 min GTM 85: A $2.6 Billion Lesson and Embracing Ecosystem-Led Growth with Bob Moore Bob Moore, with Scott Barker
  19. Video · 24 min Indian SaaS founders need to go beyond direct selling Channlworks
  20. Video · 61 min Is Your SaaS Product Ready for System Integrator (SI) Partnerships? Prashant Dahalkar - Hexaware Prashant Dahalkar (Hexaware)
  21. Video · 47 min System Integrator (SI) Partnership Playbook with Jay Mcbain Jay McBain
  22. Video · 14 min AWS Marketplace Private Offers overview for ISVs Amazon Web Services
  23. Video · 18 min How Seeq Runs a Multi-Cloud Marketplace Strategy as a Team of One | Cloud GTM XP Seeq marketplace lead
  24. Video · 54 min Rohit Gupta of Amazon Web Services on How to Build a Successful ISV Partnership with a Hyperscaler Rohit Gupta (AWS)

Show the next 24

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 →