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How to Transform your Channel for SaaS Success with Lisa Citron
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Many software vendors and solution providers are still making the digital transformation to the SaaS business model. This transformation impacts just about every facet of your business – sales, marketing, finance, product development. And it absolutely impacts your channel strategy – in fact your entire go-to-market strategy will likely change.
In this episode, Lisa Citron, VP of Global Partner Ecosystems at F5 Networks, shares her extensive knowledge and insights on modernizing channel strategies. Lisa shares new partnership dynamics and leveraging innovative technologies for partner success as F5 transitions to a SaaS model. This episode is packed with actionable strategies and expert advice for anyone navigating their own SaaS transformation or looking to enhance their SaaS partner ecosystem.
KEY TAKEAWAYS
Here’s are 5 things I learned about F5’s SaaS channel transformation:
SaaS Transformation and Channel Strategy
Lisa Citron shared insights into F5’s ongoing transformation to a Software as a Service (SaaS) model. This transformation involves not only product changes but also significant organizational adjustments to support modern go-to-market strategies including maintaining their commitment to hybrid models that include both hardware and SaaS offerings.
Importance of Trust in Channel Partnerships
Trust was emphasized as a cornerstone of F5’s channel strategy. Lisa discussed how consistent support and genuine partnership with channel partners over the years have built a strong foundation of trust, essential for successful collaboration and mutual growth.
Digital Transformation and Partner Enablement
F5 is going through its own digital transformation, modernizing systems and processes to better support its channel partners. This includes leveraging CRM tools like Salesforce to provide partners with better data visibility and consumption analytics, enabling them to add more value to customer relationships.
Adapting to Evolving Market Needs
F5’s approach includes offering flexible consumption models and motivating partners and customers to adopt new solutions. The focus is on addressing diverse business requirements with tailored product and commercial solutions, maintaining a blend of on-premises and SaaS offerings.
Channel and Services Integration
F5 maintains a 100% channel sales strategy with a low single-digit attach rate of its own professional services, emphasizing partner-driven managed services. The company’s strategic acquisitions are enhancing their services landscape, creating more opportunities for partners to offer comprehensive application security, optimization, and delivery solutions.
LINKS & RESOURCES
- Connect with Lisa on LinkedIn
- Listen to Lana King on What do Saas Companies Need from the Channel?
- Try Impartner Partner Management
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