SAS equips its partners with best-in class resources to serve customers better

Manish Nair
Head of Alliances and Channels - SAS

By providing partners with the necessary training, resources, and business opportunities, SAS has seen double-digit growth in partner-related revenue. The satisfaction of partners within its program has increased steadily over the last four years, proving the effectiveness of these policies.

Channel friendly policies play a vital role in shaping long term success particularly in a market like India which relies heavily on partner ecosystems for sales, industry domains, localized support, faster customer acquisition and competitive differentiation. Channel-friendly policies empower partners with the tools and resources to succeed.

“By creating an environment that fosters collaboration, transparency, and shared success, SAS ensures that its partners can better serve customers and address market needs effectively,” says Manish Nair, Head of Alliances and Channels, SAS. “These policies allow for seamless integration of partner capabilities, enabling them to create innovative solutions, penetrate new markets, and ensure customer satisfaction—all of which contribute to SAS’s growth in India.”

KEY ELEMENTS OF A CHANNEL POLICY
A successful channel-friendly policy must emphasize transparency, trust, comprehensive support, and alignment between the company and its partners. It's essential for partners to clearly understand the goals, processes, and expectations of the collaboration. Providing partners with robust enablement programs, covering everything from sales training to technical resources, ensures they have the tools needed to thrive.

Flexibility in the policy is crucial, allowing tailored business plans that match partner strengths and market opportunities. Additionally, the inclusion of revenue-sharing opportunities, such as market development funds (MDF) and joint business plans, creates mutual value. Continuous collaboration, supported by a strong governance framework, ensures alignment with objectives and keeps both parties on track towards shared success.

“SAS empowers partners with best-in-class resources through a dedicated partner portal which encompasses technology and industry enablement content for driving high-impact marketing programs.  SAS’s comprehensive support across the entire lifecycle—from recruitment to governance—has empowered our partners to not only meet but exceed customer expectations,” explains Manish.

The success of SAS’s partner programs is measured through a mix of revenue growth, partner satisfaction, and the achievement of performance objectives. A key indicator is the increase in partner-driven revenue, which reflects the program's positive impact on market expansion and business outcomes. Partner feedback is equally important, with regular surveys helping to gauge satisfaction and pinpoint areas for improvement. Success is also measured by how well joint business plans and goals are met, ensuring that both SAS and its partners are aligned on objectives.

Additionally, expanding market reach through new opportunities and enhancing partner skills through continuous training and certifications are vital measures of the program’s long-term effectiveness.