A CRO’s guide to transforming the channel for XaaS success

Research and insights on optimizing channel strategy to outperform the competition

In facing an uncertain economic climate ahead, technology businesses are rethinking already complex routes-to-market and partner channels. Coupling uncertainty with the rapid progression to XaaS selling models, CROs are faced with a burning question,“How do I transform and future-proof my partner channels to drive efficient revenue growth in the subscription economy?”

Our analysis

In conducting both quantitative benchmarks and interviews with today’s fastest-growing technology leaders, we set out to highlight the challenges and priorities in 2023 and beyond. In addition, we present a clear path forward for CROs to transform their partner channels for XaaS success.

This report covers

• The need for change accelerated by the uncertain economic climate
• The value pivot occurring in the channel
• Direct-from-the-source challenges and priorities heard from tech executives
• Four steps to building a modern partner model

Select insights

• Modern partners (MSPs, CSPs, SIs, ISVs) are 2X more likely to ‘Significantly Increase’ XaaS revenues in the next 5 years
• Only 35% of respondents on average were ‘very satisfied’ with partner performance outside of initial opportunity identification
• Executives are 3X more likely than managers to believe they are behind the competition in quantifying the right number/mix of partners to deliver target revenues