Published: 26 June 2023
Tech CEOs of SaaS startups looking for product-market fit are rushing to drive growth more quickly and look to channel partner programs as a way to accelerate growth. However, three key elements must be in place before a formal partner program can be implemented.
Tech CEOs often believe partnerships are faster and less expensive than direct sales. While Gartner’s Fourth Annual Tech CEO Survey shows that direct sales requires more significant investment than indirect RTMs, direct sales provides the most significant ROI for organizations under $250 million in revenue.
Tech CEOs also believe partnerships can only be established well after product-market fit has been proven, and they miss the opportunity to improve their sales capabilities with partners.
There is a significant lack of understanding the concept of a “whole product” among Gartner’s tech CEO clients, ignoring fundamental partner requirements.
As tech CEOs develop their route
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