Solving SaaS Partnership Gaps Together

<p>In this episode of <em>SaaS Connect </em>by <a href="https://www.cloudsoftwareassociation.com/"><u>Cloud Software Association</u></a>, Sunir Shah, CEO at AppBind and President of Cloud Software Association, discusses the value of partnerships and solving SaaS challenges together.</p> <p>Cloud Software Association is a nonprofit trade association; a SaaS partnership network that helps partnership people develop relationships, close deals, and learn from other people inside the network.</p> <p>AppBind, created by Sunir Shah, solves one of the biggest partnering challenges by creating a shared email and password to allow partners to sign up on behalf of customers.</p> <p>The presentation demonstrates the value of getting involved with Cloud Software Association:</p> <ul> <li>The value of Cloud Software Association and its members, and how they come together to solve partnership challenges.</li> <li>What’s happening in partnerships today: <ul> <li>There are only three main ways that a partnership can drive revenue:</li> </ul> </li> </ul> <ol> <li>By driving demand - more signups, more subscriptions at the top of your funnel.</li> <li>Adoption and retention to keep your customers.</li> <li>Upselling and cross-selling other people's products.</li> </ol> <ul> <li>The three types of partnerships today:</li> </ul> <ol> <li>Selling other people’s products as integrations.</li> <li>Leveraging other people's marketing, which is distribution.</li> <li>Leveraging other people's sales, which is reselling.</li> </ol> <ul> <li>The fundamental problem in SaaS is a subscription that forces customers to have a direct relationship with the vendor because of the ongoing recurring billing relationship. Because of this, SaaS ends up being forced into direct sales and a direct marketing model. Every time you have someone in-between like a reseller distributor, there are fights over the customer, creating channel conflict and squishing down opportunities for distribution. How both AppBind and Cloud Sof