What Is "The Channel": A Guide for SaaS Business Founders

What Is "The Channel": A Guide for SaaS Business Founders

In the world of Software as a Service (SaaS), success hinges on several key factors, and one of the most critical is your distribution strategy. If you're a SaaS business founder, you've probably heard about the channel and its importance, but what exactly is it, and why should you care? In this blog, we'll dive deep into "the channel" and explore how it can be a game-changer for your SaaS business.

Defining The Channel

In the context of SaaS, the channel refers to the various indirect sales and distribution channels through which your product or service reaches customers. These can include resellers, value-added resellers (VARs), distributors, managed service providers (MSPs), system integrators, and other partners who play a crucial role in bringing your SaaS solution to market. Instead of selling directly to end-users, you leverage these partners to extend your reach and drive growth.

Why The Channel Matters for SaaS Founders

  1. Expanded Reach: Leveraging the channel allows your SaaS business to reach a broader audience. Partners often have established customer bases, industry expertise, and geographical coverage that you may not have on your own.
  2. Increased Sales: The channel can significantly boost your revenue. With multiple partners selling your SaaS solution, you can tap into a wide array of opportunities and markets simultaneously.
  3. Customer Trust: Partners often have existing relationships with customers, which can build trust faster than trying to establish it directly. When a trusted partner recommends your SaaS product, it carries more weight.
  4. Focus on Core Competencies: Partnering with experts in sales and distribution allows you to focus on what you do best—developing and enhancing your SaaS solution. This can lead to improved product quality and innovation.
  5. Scalability: As your SaaS business grows, managing a large direct sales force can become challenging and costly. The channel enables you to scale more efficiently.
  6. Localised Expertise: Partners can provide localised support, helping customers in different regions or industries navigate the unique aspects of your SaaS offering.

Key Steps in Building Your Channel Strategy

  1. Identify Your Ideal Partners: Define the types of partners that align with your target market and product. Consider factors like industry expertise, customer base, and geographic coverage.
  2. Recruit and Onboard Partners: Actively seek and recruit potential partners who fit your criteria. Once onboarded, provide training and support to ensure they understand your product and its value proposition.
  3. Establish Clear Agreements: Create clear partnership agreements that outline roles, responsibilities, and expectations for both parties. This helps prevent misunderstandings and conflicts.
  4. Enablement and Support: Continuously provide training, marketing collateral, and sales support to your partners. The more equipped they are, the more effectively they can sell your SaaS product.
  5. Performance Measurement: Implement tools and metrics to monitor your partners' performance. Regularly evaluate their effectiveness in reaching your target audience and generating sales.
  6. Feedback Loops: Foster open communication with your partners. Regularly seek feedback to understand what works and what needs improvement in your partnership.


The channel is a critical aspect of your SaaS distribution strategy, and as a SaaS business founder, understanding and harnessing its potential can be a game-changer. By collaborating with the right partners and implementing a well-defined channel strategy, you can reach a wider audience, increase sales, and scale your business more efficiently. Embracing the channel is not just about selling a product; it's about building lasting relationships and growing your SaaS business in the competitive world of software services.

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