Indirect channel
Noun
[in-de-rekt chan-l]
An indirect channel is a sales channel in which goods and services are sold indirectly from the producer through independent middlemen to final users. If there is any intermediary between the producer and the end user, the sales channel can be considered indirect. To contrast, direct channels involve purchasing by the consumer directly from the producer.
Reseller programs are a kind of indirect channel wherein partners sell a producer's product on their behalf. Indirect channels allow producers to sell more product by reaching a wider audience through their partners and outsource the sales process to their teams.
Example: An indirect channel allows users to easily find your services through wholesale distributors that may already have a built-in customer base.
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The Ultimate Guide to Partnerships for Ecosystems in 2023
Noun
[in·tuh·gray·shn]
Integrations, in B2B SaaS, are third-party applications that enhance the functionality of other existing hardware or software. Integrations leverage already existing technology and help to improve it. In the partnerships world, SaaS businesses will often partner together to sell their software and integrations to their overlapping customer base.
Example: Technology partners are other software companies that your product is built to integrate with, or who build integrations for your product themselves.
Noun
[eye-deel part-nur pro-fyl]
An ideal partner profile (sometimes called an ideal partner persona) is a research-based profile that describes the traits and characteristics of your best-fit partners. It can be a valuable tool for recruiting more high-value partners and catering to their needs to enable them to succeed.
An ideal partner profile is similar to an ideal customer profile. It involves a detailed description of a partner that would benefit most from your program and who would be the most engaged and successful. Attributes to consider include company size, industry, their customers, their culture and values, and their product. Once you have a sense of who your ideal partner is, you can tailor your program and its marketing to this kind of partner.
Example: Lulu created an ideal partner program for her channel partner program. She determined the ideal partner was a midmarket software company with a similar customer base and a siimlar work culture and value set.
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