The TAP study outlines the survey results and provides detailed analysis in key issues facing SaaS and Cloud Service providers:
Shift of the revenue mix between direct and indirect channels in the future
Top concerns with channel partner performance in the cloud and SaaS world
Prioritized technology investments to support channels and equip them to build long-term relationships with end-customers
As stated in the TAP, “…more than one-quarter of firms are centralizing the procurement and management of SaaS cloud applications. Consequently, these firms are changing their sourcing strategy, looking to solution partners who can supply and centrally manage the entire end-to-end SaaS portfolio.” The study continues: “To ensure the continued growth and long-term sustainability of the partner channel, ISVs must invest in new technology to ensure that partners are equipped to self-serve their own customers and build long-term relationships.”
“As both selling online and cloud-based services have become ubiquitous, a common misconception is that the value of having channel resellers falls,” said Michael Ni, CMO/SVP, Marketing and Products, Avangate. “The reality is that in a world of easy discoverability, reseller channels actually drive the trust, context, value-added services that ultimately sustain revenue growth. The results of this Forrester Consulting survey illustrate how channels are actually more important than ever in today’s highly competitive market. Avangate’s focus on delivering multi-tier, multi-channel solutions is reflected in our enabling vendors to integrate the reseller channel into a cohesive omni-channel strategy. Our solutions allow resellers to support the end-customer in the same way a direct-SaaS or Cloud Services vendor would, enabling channels to not only help open new markets, but retain and grow markets on behalf of the vendor.”