SaaS Partnership Strategy: How To Find The Right Partners (and Keep Them)

SaaS Partnership Strategy


Partnerships are a key element of any successful business, and the SaaS industry is no exception. According to studies, SaaS companies that partner grow nearly three times faster than those that don’t.

But finding the right partners can be tricky – and keeping them happy can be even harder. Despite the clear benefits of a SaaS partner program, many SaaS companies struggle to find the right partners and form productive relationships. This article will explore some tips for finding (and keeping) the best partnerships for your SaaS company.

But before that let’s go over some benefits of a successful SaaS partnership.


Why Is a SaaS Partnership Strategy Vital?


SaaS partnerships can be a great way to accelerate growth, reach new markets, and tap into new customer segments. But not all partnerships are created equal – a bad partnership can actually damage your brand and hinder your growth.

That’s why it’s so important to have a clear strategy for finding and maintaining productive partnerships. A good partnership strategy will help you identify and pursue relationships with the right partners while avoiding those that could do more harm than good.

Here are some of the benefits of a successful partnership strategy:

  • Reach new markets: Partnerships can help you reach new markets and expand your customer base. By partnering with a company that already has a strong presence in your target market, you can tap into their existing network and reach new customers.
  • Accelerate growth: By leveraging the resources, skills, and expertise of another company, you can grow faster than you could on your own. A good partnership can help you expand your product or service offerings to meet new customer needs, leverage complementary technologies or resources, or capitalize on new sales channels.
  • Tap into new customer segments: By partnering with another company that has a strong foothold in a different segment of your market, you can reach potential customers that might not be familiar with your brand. A good partnership can also help you expand into new customer segments and diversify your revenue streams, which can help you weather market fluctuations and reduce risk.


Different Types of a SaaS Partnership Program


There are many potential types of SaaS partnerships, and not all of them will be a good fit for your business. Here are some of the most common types:

  • Partnership with complementary products or services: In this type of partnership, one company offers their product or service to customers that already use another company’s product or service – for example, a CRM integrator that partners with a SaaS company that provides a CRM solution.
  • Technology partnership: In this type of partnership, “technology partners” share tools or resources in order to jointly develop new products or services – for example, a SaaS company that partners with an app development platform to create new apps.
  • Go-to-market partnership: In this type of partnership, two companies come together to jointly market and sell their products or services – for example, a SaaS company that partners with an agency that specializes in digital marketing.
  • Strategic alliance: In this type of partnership, two companies work together to achieve common business goals – for example, a SaaS company partners with another company to help them expand into new markets.
  • Joint venture: In this type of partnership, two companies work together to form a new entity for the purpose of executing a specific business plan – for example, a SaaS company that partners with another company to launch a newly-formed joint venture.
  • Referral partnership: Referral partners are companies that refer their customers to your product or service. In return, you offer them a commission on any sales that result from the referral.
  • Channel partnership: A channel partner program is a type of referral program in which companies work together to sell your product or service through their existing sales channels. Channel partners typically receive a commission on any sales they generate.
  • Affiliate partnership: Affiliate partners are companies that actively promote your product or service in exchange for a commission on any sales they generate. Affiliates can be individual bloggers or websites, or larger companies that have an existing audience.
  • Integration partnership: An integration partnership is a type of technology partnership in which “integration partners” develop an integrated product or service, typically using APIs or other tools. This can be done for the purpose of making it easier for customers to use both products together, or to create new features or functionality that would not be possible with either product on its own.

The key to finding a strategic partnership is to identify companies with a similar mission, vision, and values as your own and share your commitment to quality, innovation, and customer success.

So how do you find these ideal partners? Below are some tips for finding and pursuing productive SaaS partnerships.


Tips on Finding the Right Partners


If you want to find the right partnerships for your SaaS company, here are some tips to keep in mind:


1. Do your research


Before starting to pursue potential partners, it’s important to do thorough research on the companies and individuals that might be a good fit. This research will help you identify companies that share your values and have complementary skills, resources, and expertise. It will also help you assess each company’s potential to help you reach your goals.

Start by reviewing each company’s website, looking for information about their products and services, customer base, growth strategies, and any industry awards or recognitions they’ve received. You can also check out their social media accounts to see how they’re positioning themselves in the market and what kind of voice they’re using. Finally, you can search for news articles and blog posts that mention the company, which can give you insights into their business strategies and priorities.


2. Define your ideal partner


To find the right partners, you need to know what you’re looking for. What kind of company would be the best fit for your business? What values are important to you? What skills, resources, and expertise are you looking for? By answering these questions, you can create a profile of your ideal partner and use it to guide your search.

Making a list of potential partners is a good start, but it’s also important to prioritize your list and identify the companies that are the best fit for your business. To do this, you can create a scoring system that takes into account factors like company size, industry, values, and location. Once you’ve identified your top priorities, you can start reaching out to these companies.


3. Consider your goals


When assessing potential partnerships, it’s important to consider your long-term goals. What are you hoping to achieve with the partnership? How will it help you reach your goals? Is the partnership a good fit for your company’s culture and values? By keeping your goals in mind, you can ensure that any potential partnership is aligned with your overall strategy.

You should also consider your current needs and challenges. For example, if you are looking for a way to reach new customers or expand into new markets, it’s important to find a partner that can help you achieve these goals. If you’re looking for new technology or expertise, you’ll need to find a partner that has these resources.


4. Look for complementary skills


When choosing a partner, look for companies that have complementary skills, resources, and expertise. These companies can help you expand your product or service offerings, reach new markets, or capitalize on new sales channels.

To find the right partner, you should also prioritize companies that have a similar level of experience and maturity as your own. For example, if you’re just starting out, you’ll want to find a partner that has experience with early-stage companies. Similarly, if your company is well established and looking for a strategic partner to help you grow, you’ll want to find a company that has experience working with more mature businesses.


5. Build relationships


When pursuing potential partnerships, it’s important to build relationships with the other company’s decision-makers. Getting to know the people involved in the decision-making process can help you better understand their needs and priorities, which will make it easier to create a partnership that meets those needs.

You can start building relationships by attending industry events, participating in trade shows, or joining professional associations. You can also reach out to the other company directly, either in person or through email. If possible, try to arrange meetings with key decision-makers to learn more about their goals and priorities. Building relationships takes time, so it’s important to be patient and keep the lines of communication open.


6. Create a partnership agreement


Once you’ve identified a potential partner and built a relationship with the key decision-makers, you’ll need to create a partnership agreement. This document should outline the terms of the partnership, including the responsibilities of each partner, financial and legal considerations, and exit strategies in the event that the partnership doesn’t work out.

A lawyer or other professional with experience in business partnerships should create the partnership agreement. Once the agreement is finalized, both parties should sign it, and it should be kept on file for future reference.


7. Evaluate the partnership


After creating a partnership agreement, you’ll need to evaluate how well the partnership is working. To do this, you can track key performance indicators (KPIs), such as revenue growth and customer satisfaction. You should also schedule regular check-ins with your partner to discuss how the partnership is going and identify any areas that need improvement.

If the partnership isn’t working out as well as you’d hoped, it may be time to consider ending the relationship. Before making this decision, try to address any issues that are causing problems and work together to find a solution. However, if the partnership continues to be unproductive or no longer aligns with your needs, it may be time to end the partnership.


8. Don’t limit yourself to one partner


In many cases, it’s beneficial to have more than one partner. This can help you diversify your risk and give you access to a wider range of resources and expertise. It can also give you more negotiating power to find new partners or renegotiate existing partnerships.

By following these tips, you can develop a successful partnership strategy that helps your SaaS company reach new markets, accelerate growth, and tap into new customer segments. Whether you’re looking to partner with another company or pursue a joint venture or acquisition, these tips can help you find the right partners to help your business succeed.


Keys to Successful Relationships With Your SaaS Partners


When it comes to partnerships, there are a few key things to keep in mind to ensure that your relationship is successful.


1. Communicate regularly


In any relationship, communication is key. This is especially true for partnerships, where you need to be able to openly communicate with your partner about your goals, objectives, and expectations. By maintaining regular communication, you can ensure that everyone is on the same page and that the partnership is meeting everyone’s needs.


2. Be transparent


Transparency is also important in any partnership. You need to be honest about your company’s strengths and weaknesses and your goals and expectations for the partnership. This transparency will help build trust between you and your partner and ensure that the partnership is based on mutual respect.


3. Be flexible


Partnerships are often dynamic, so it’s important to be flexible in order to adapt to changes. For example, you may need to adjust your goals or objectives as the partnership evolves. By being flexible, you can make sure that the partnership remains aligned with your overall business strategy.


4. Stay focused on mutual benefits


Finally, it’s important to always stay focused on what is best for the partnership as a whole. This means being willing to compromise when needed and prioritizing each partner’s needs equally. By doing so, you can build and maintain a long-term, mutually beneficial relationship with your SaaS partner.


Avoiding Bad Partnerships


In addition to finding the right partners, it’s also important to avoid bad partnerships. There are a few warning signs that can indicate that a partnership is not likely to be successful.


1. One partner is always taking advantage of the other


If you feel like one partner is always taking advantage of the other, this could be an indication of a power imbalance, which can lead to tension and conflict.


2. There is a lack of communication


If you find that your company is always chasing down answers from the other partner, or if there is a lack of clarity around roles and responsibilities, this could be a sign that the partnership is not well-defined.


3. One partner is always changing the terms


If you find that one partner is constantly pushing for changes to the partnership agreement, this could indicate that they are not prioritizing the relationship or that they do not trust the other partner.


4. There is a lack of trust


If you feel like there is a lack of trust between you and your partner, this could be a sign that the relationship is not built on mutual respect and understanding. If this is the case, it may be best to end the partnership and seek out other partners who can work collaboratively with you.

In order to avoid bad partnerships, it’s important to be aware of these warning signs and to have honest conversations with your potential partner about your goals, expectations, and concerns. By doing so, you can ensure that you’re entering into a partnership with the best possible chance for success.


Final Thoughts


When pursuing partnerships, it’s important to keep an open mind and be open to different possibilities. By focusing on your goals and prioritizing the needs of your partners, you can find the right partner to help you achieve your goals and grow your business.

As you can see, there are a few key things to keep in mind when pursuing partnerships. By following these tips, you can be sure to find the right partner for your business and avoid bad partnerships. Don’t forget to read our blog for more tips on SaaS growth strategies.

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Ken Moo