Software-as-a-Service (XaaS) Marketplaces powered by partner ecosystems have revolutionized B2B technology purchases. These are the key value drivers that marketplace owners can use to accelerate revenue and profit growth.
Measures traffic converting into revenue and orders flowing through their marketplace. Both new customers won via campaigns and upsell of existing customers ("surround strategy" + primary sales motion for marketplaces) as it’s 5 times cheaper and 5 times faster than winning new customers. It means adopting a recurring revenue operating model with customer success to minimize churn and increase NPS, CLV and average products/customer.
Conversion of traffic into sales orders is a function firstly, of marketplace attractiveness. Creating a compelling proposition: brand promise, product range, choice and attractive pricing of offers customers want to buy. Partners are key. Secondly, the right customer journey. From AI to recommend the right products to optimizing the buying journey so it’s super simple. 'Attach rates' of own products and value add services (VAS) are key KPI for marketplace owners.
GTM effectiveness to generate traffic and channel shift to digital, win rates and sales cycle length. Assisted sales – people support to digital buying - boosts conversion but must be balanced with cost efficiency.
Resellers bring deep existing customer relationships and can accelerate growth but require careful management. Drivers include reseller recruitment and enablement, incentives, channel conflict, margin optimization and performance monitoring. Partner-generated leads and satisfaction are indicators of a healthy reseller ecosystem.
Centered on customer success delivering the value promised resulting in high customer health scores. Effective onboarding and user education are paramount to solution adoption and is the most important factor on renewal alongside proactive support, quick response times and high NPS to foster customer loyalty and reduce churn.
Automation delivers opex saving and quality. High availability, seamless integration with partners, passing catalog sync costs to partners, efficient transaction processing and analytics delivering transparency of excellent customer experience and efficient operations.
Optimizing GTM, attach rates, revenue attribution and comprehensive CLV calculations provide holistic view of business health. Attribution models help allocate credit across sales/marketing channels.
Proactive management predicting customer churn, forecasting demand and anticipating channel performance.
Strong data collection, management and continuous optimization. Integrating GTM, CRM, partner reporting and real-time analytics for decision-making.
