SAS is driven by a disciplined, partner-first operating model

MANISH NAIR
SENIOR MANAGER, ALLIANCES AND CHANNELS – INDIA & ASEAN, SAS

“Strengthening channel performance and profitability is a key strategic priority for SAS, driven by a disciplined, partner-first operating model. Our focus is on building a high-impact ecosystem that is aligned to growth, specialization, and long-term value creation. We are sharpening partner segmentation to prioritize those with strong domain expertise, regional reach, and proven delivery capabilities, while investing in strategic partners through joint business planning and targeted go-to-market initiatives across channel sales play. This ensures clear accountability across pipeline creation, conversion, and revenue outcomes.

Profitability is being enhanced through well-defined incentive structures, deal registration protection, and margin optimization aligned to value-based selling rather than transactional deals. In parallel, we continue to simplify engagement models, improve sales alignment, and provide greater access to marketing development funds and co-selling opportunities. This integrated approach ensures partners can scale efficiently, improve win rates, and drive sustainable profitability while delivering consistent customer success.

THE SUPPORT ECOSYSTEM

Partner enablement is a core priority to ensure the ecosystem can confidently sell, deploy, and scale solutions while driving measurable customer outcomes. Through the SAS Partner Program, partners are provided with structured learning pathways, hands-on training, cloud readiness modules, and accessible certification frameworks. This approach reduces deployment risk and accelerates time-to-value for customers. Beyond formal enablement, SAS emphasizes deep collaboration, with partners engaging closely with SAS experts across solution design and delivery, gaining access to industry-specific accelerators and emerging technology toolkits, including GenAI capabilities. This ensures partners are not only technically competent but are also positioned to lead strategic, value-driven AI engagements with customers.”