1. Build a Network of Value-Added Resellers and Managed Services Providers
Not every SaaS product is plug-and-play. For buyers in complex or regulated industries (like healthcare, government, financial services, or education) implementation often requires a human touch. That’s where value-added resellers (VARs) and managed service providers (MSPs) come in.
According to Canalys, more than 70% of global B2B technology revenue flows through indirect channels. And VARs remain a key driver of that ecosystem, particularly in regulated and high-touch industries.
Unlike pure resellers, these partners don’t just sell your product. They offer consulting, setup, configuration, training, and in many cases, ongoing support and management. They act as trusted advisors in markets where buying decisions hinge on more than a demo and a discount.
When do SaaS companies turn to VARs?
- When entering compliance-heavy or high-touch verticals
- When onboarding requires integration, change management, or technical setup
- When customers expect ongoing support, but internal resources are limited
- When expanding into new regions without a direct sales team
Common hesitations?
- Worries about losing control of the brand or messaging
- Uncertainty about partner performance or commitment
- A lack of internal systems to support enablement and co-selling
But here’s the thing: when done right, a partnership strategy like this can dramatically extend your reach and improve your economics. Instead of building your own services org or hiring regional sales teams, you tap into partners who already have trusted relationships, technical skills, and market credibility.
Why it works:
- Trusted local or vertical specialists already serving your ideal customers
- Bundled services make your product easier to adopt and harder to churn
- Leverages partner infrastructure instead of expanding your own headcount
Pro tip:
Focus on one vertical, geography, or use case. Equip your partners with training, sales collateral, and technical support. Treat enablement as an ongoing process, not a one-time event.
2. List on a Reseller or Cloud Marketplace
Cloud marketplaces like AWS Marketplace, Microsoft AppSource, and third-party platforms are no longer just for hyperscalers. Today, SaaS companies of all sizes are using cloud marketplaces like AWS, Azure, Google Cloud, and third-party aggregator platforms like Apptium’s Cloud Commerce Platform to streamline procurement, reduce friction, and tap into buyers they’d otherwise struggle to reach.
Cloud marketplaces aren’t just another sales channel. They’re often the preferred buying route for enterprise IT teams. Listing your product on a marketplace can dramatically shorten sales cycles, simplify procurement, and improve your chances of landing in a buyer’s final vendor list.
When does a SaaS company consider a marketplace listing?
- When enterprise buyers are asking if you’re available on AWS, Azure, or another platform
- When deals are stalling due to procurement red tape
- When you want to reduce friction for channel partners and resellers
- When you need to scale faster but can’t add headcount
Common hesitations include concerns about integration complexity, pricing transparency, and the operational lift to get listed. But modern marketplace orchestration platforms make it easier than ever to list, manage, and scale across multiple marketplaces without overburdening your dev team.
Gartner predicts that by 2026, 80% of B2B software buyers will use marketplaces to initiate or complete purchases, up from just 35% in 2021. As buying preferences shift toward self-service, pre-approved platforms, SaaS sellers that ignore this trend risk falling behind.
Why it works:
- Accelerates sales cycles by working within existing procurement workflows
- Gives you access to high-intent buyers already transacting in the ecosystem
- Offloads billing, provisioning, and contract management
- Enhances credibility with enterprise buyers
Pro tip to get started:
Start with the marketplace your target customers are already using, whether it’s AWS, Microsoft, Google, or a channel aggregator. A platform like Apptium’s Cloud Commerce Platform can simplify the process by handling product onboarding, automating billing and provisioning, and enabling you to reach multiple resellers and their respective marketplaces all at once. You can also use a marketplace enablement partner to reduce time to value, and focus your listing around one high-traction use case rather than trying to boil the ocean on day one.
3. Launch an Affiliate or Referral Program
Not every partner wants to manage billing, contracts, or support. Some just want to send you leads. And also get paid when those leads convert.
That’s the premise of affiliate and referral programs, and they can be powerful tools to grow top-of-funnel without building a large sales org.
This model works especially well for product-led or self-service SaaS companies, or for vendors with a clear, easy-to-explain value proposition. It is possible, though a little more complex, for enterprise SaaS companies.
When to consider it:
- You want to incentivize consultants, influencers, or niche experts to promote your product
- Your sales motion supports self-signup or quick close cycles
- You’re building a low-overhead partner tier
Common concerns include tracking attribution, managing payouts, and maintaining brand consistency. These can usually be solved with the right tools and a clear partner policy.
SaaS companies that implement referral programs see up to 30% faster growth, according to the SaaSquatch Benchmark Report. And customers acquired through referrals tend to convert more easily and stay longer. For companies with the right sales motion, affiliate and referral programs can be a powerful way to scale without scaling headcount.
Why it works:
- Scales reach without scaling your sales team
- Great for PLG, SMB, and usage-based models
- Low cost to launch and easy to experiment with
Pro tip to get started:
Start with your existing fans, consultants, happy customers, integration partners, and invite them into a lightweight program with clear incentives. Use referral tracking tools to keep it simple and focus on enabling quality over volume.
4. Explore OEM and White-Label Opportunities
If your SaaS product serves a horizontal function, like automation, analytics, communication, or payments, it may be a strong fit for OEM or white-label partnerships. These models let other companies embed or rebrand your software into their own offerings, extending your reach without competing directly for customers.
This approach works especially well when your product solves a common problem across industries and can operate in the background without requiring standalone branding.
When to consider it:
- Your product has modular capabilities that can be embedded or re-skinned
- You’re targeting volume growth more than brand visibility
- You want to tap into new industries or geographies without building new sales motions
Common concerns include losing visibility into end users, navigating custom contract terms, and the risk of brand dilution. But in many cases, these partnerships provide stable, recurring revenue at scale and serve as a quiet engine behind larger platforms.
According to a report by MarketsandMarkets, the global white-label SaaS software market is expected to grow from $53.8 billion in 2022 to $87.6 billion by 2027, at a Compound Annual Growth Rate (CAGR) of 10.3% during the forecast period.
Why it works:
- Unlocks volume-based growth without direct marketing or sales
- Opens new verticals through partners who already have buyer trust
- Creates predictable revenue through long-term agreements
Pro tip to get started:
Identify companies that target similar users but solve different problems—think MSPs, vertical SaaS vendors, or large ISVs. Frame your offering not as a competitor, but as a way to help them expand their portfolio. Keep packaging and integration lightweight to reduce onboarding friction.
5. Join a Strategic Ecosystem or Partner Program
Some of the fastest-growing SaaS companies don’t just sell software—they plug into ecosystems. Think Salesforce AppExchange, HubSpot’s App Marketplace. ese aren’t just integration directories; they’re curated ecosystems where buyers actively seek solutions that extend their stack.
Being part of a larger ecosystem can offer more than visibility. It can create co-marketing opportunities, drive inbound through native integrations, and open doors to bundled sales motions.
When to consider it:
- Your product enhances or depends on a widely adopted platform
- You’re looking to build shared pipeline with a bigger player
- You want to increase discoverability among ecosystem users
Hesitations include the effort required to maintain certified integrations, limited control over ecosystem ranking or promotion, and platform dependency. But for many SaaS vendors, the upside in reach and credibility far outweighs those risks.
According to Crossbeam, companies leveraging ecosystem-led growth strategies experience significant benefits: deals are 53% more likely to close, close 46% faster, and have a 48% higher average contract value.
Why it works:
- Increases trust and visibility by association
- Opens co-selling and co-marketing opportunities
- Helps align with buyer preferences for integrated tools
Pro tip to get started:
Choose one ecosystem that aligns naturally with your product and your target buyer. Invest in a well-documented integration, and treat it like a growth channel—not just a technical checkbox. Strong reviews, joint case studies, and strategic alignment can turn your listing into a revenue stream.
Why it works:
- Shared GTM and lead gen with larger platforms
- Easier cross-sell via integration-first selling
- Validates your SaaS product in a competitive landscape
Final Thoughts
Scaling SaaS revenue through channel partners isn’t about replacing your sales team — it’s about multiplying it. Whether you're looking for new routes to market, expanding globally, or creating new revenue streams, channel partnerships help you grow faster with less friction.
Start small. Test one approach. Measure. Then double down on what works.
Ready to List Your SaaS Product?
If you're a SaaS company looking to scale your reach, streamline procurement, and tap into new enterprise customers, now is the time to explore your marketplace options.
Learn how Apptium can help you get listed, go to market faster, and grow smarter in the cloud-first era.
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