The Melting Pot of SaaS: Partnerships

The Melting Pot of SaaS: Partnerships

Jared Fuller 4 min

Happy Thursday PartnerHackers.

We’ve had enough "humbling" news in the world as of late, so I put together a piece on something I feel we have going for us that, well, just makes me feel damn good.

It’s about where we come from.

I hope it inspires you to feel a part of something great here, as the best ecosystem in SaaS, is definitely the partner ecosystem!

-- Jared Fuller

America’s promise and the melting pot of SaaS: partnerships.

Here’s an idea that’s been stirring in my mind — it’s about the fascinating parallels between the USA, our (usually) beloved melting pot, and the partnerships industry within the B2B SaaS realm.

Quite an odd pair to compare, right? Stick with me.

Now, picture America.

She’s not just a country, she’s a vibe — a melting pot of cultures, identities, and experiences. You don’t have to be born American to be American. This incredible diversity is our strength and the core of our identity.

Now, let’s talk about the partnerships industry — or as I like to call it, the hidden melting pot of the SaaS world.

Who makes up this pot? Well, it’s not just "partnership people", it’s a mix of professionals from every nook and corner of our businesses. Sales, marketing, customer success — you name it!

When you think of partnerships, you probably picture folks from sales, marketing, customer success, and other departments coming together for a truly unique recipe. Each brings a different flavor, making the dish (or in our case, the solutions) richer.

Guess what? There’s a study from Boston Consulting Group that found diverse management teams led to a 19% revenue increase from innovation.

How cool is that?

Sure, diversity can be messy... Just look at Twitter right now 😬. But in the end, over time, diversity wins.

The USA, despite its multicultural charm, wasn’t always seen as a superpower. It reminds me of the hurdles we’ve faced in the partnerships industry, a topic I’ve touched upon in the PartnerHacker Manifesto and truthfully a big reason as to why partnerships is indeed in the middle of a "moment."

Just like in the early days of America, the partnerships industry had a challenging start. We were fresh, different, and a bit misunderstood compared to our more homogeneous counterparts in the SaaS space. Yet, just as America’s diversity played a pivotal role in its triumphs (shout-out to the Navajo code talkers of WWII!), our industry’s diversity has become our strength. We’re stirring up the pot in ways that other, more homogenous functions simply can’t match.

Take a look at the numbers — they speak for themselves. Forrester reports that companies with robust partner ecosystems grow a whopping 35% faster than those without. CRN adds that 70% of B2B buyers would rather do business with companies that have a strong partner ecosystem.

The cherry on top?

Accenture found that 91% of B2B leaders are banking on more business from partners in the next three years.

Pretty impressive, right?

And here’s something else to chew on. In most roles, there’s a clear path or ’minor league’ to hone your skills before stepping into the major leagues. But in partnerships? We’re a whole new ballgame.

We’ve got the unique opportunity to recruit talents from all corners of the business, adding spice to our melting pot, mature the recipe, and grow up together! This diversity isn’t just a social win—it’s a hidden superpower that’s setting us up for some amazing success.

So here’s the deal: the partnerships industry in the SaaS world is the USA of the business realm. A vibrant melting pot that’s brimming with diverse backgrounds and potential, and let me tell you, we’re just getting started. We’re embracing diversity in every sense of the word, and it’s not just for the sake of being inclusive.

This mixing and mingling of experiences is driving innovation and growth at an unprecedented pace.

It’s both, people!

So as you’re working your butt off helping build the partnerships movement, I want you to think of it as a stirring, simmering melting pot that’s cooking up something remarkable that will change the business landscape for the better.

And hey, just like America, we’re not without our challenges. But if there’s one thing I know, it’s that a diverse pot tends to cook up the best product.

Stay tuned, my friends. There’s a lot more to come from this diverse, dynamic world of SaaS partnerships. After all, we’re just getting warmed up.

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Jared Fuller 4 min

The Melting Pot of SaaS: Partnerships

Partnerships is the melting pot of B2B SaaS

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