About 66% of firms believe that reseller channels play a strategic role in growing revenues for their SaaS products, according to a new survey.
Forrester Consulting’s Technology Adoption Profile (TAP) survey, conducted on behalf of Avangate, revealed that independent software vendors (ISV) plan to invest in technology to support the channel to obtain and maintain customers.
About one-quarter of firms are consolidating the procurement and management of SaaS cloud applications and are modifying their sourcing strategy as a result, while seeking solution partners to supply and centrally manage the overall end-to-end SaaS portfolio.
Additionally, the study suggests the ISVs to invest in new technology and enable partners to self-serve their own customers and build long-term relationships.
Avangate Marketing and Products CMO/SVP Michael Ni said as both selling online and cloud-based services have become ubiquitous, a common misconception is that the value of having channel resellers falls.
"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," Ni said.
"The results of this Forrester Consulting survey illustrate how channels are actually more important than ever in today’s highly competitive market."
