The mid market is too large to serve with direct sales and too complex for pure self serve, which is exactly the gap partners fill. Freshworks is the clearest current example: it points its channel at the roughly 90% of businesses the enterprise vendors under serve, and one distribution partner alone sells through more than 6,000 resellers while growing Freshworks revenue over 40% year on year. The mechanic is a flywheel rather than a funnel, where a partner lands one use case, delivers a validated outcome, and earns the right to bring the second and third. It only works if your product implements fast and your partners are paid well enough to invest in capability, which is why it breaks for companies with long custom deployments.
4 hand-picked resources, 3 India-specific, 4 link-checked. Pick how you want to dig in.
Why we picked it Freshworks' SVP of global channels on why the mid market is only reachable through partners, with a live example: one distribution partner selling through 6,000 plus resellers, growing over 40% year on year.
From SiliconANGLE by Kelly Knight 8 min read
Open siliconangle.com →Why we picked it Published margin bands from an Indian origin company: 10 to 15% referral, 20 to 30% solution provider with deal registration protection, up to 40% strategic, plus a 72 hour deal exclusivity window.
From DQ Channels by Bharti Trehan 9 min read
Open dqchannels.com →Why we picked it First hand from the person who ran HubSpot's channel for a decade, with the four maturity stages and the argument that support, not incentives, is where nearly every program dies.
From SaaStr by David Shepherd 10 min read
Open saastr.com →Why we picked it The live version of an Indian origin channel at scale: 500 plus channel partners in 80 plus countries, 400 plus technology integrations, and four partner tracks stated plainly.
From Freshworks 5 min read
Open freshworks.com →How channel, resellers and marketplaces reads from a different seat.
The same ground, over in Scale, fund & exit, our D2C track.
