Stewart Townsend is the founder at Channel as a Service, a “results oriented” consultancy service for startups & mature companies to enable them to increase revenue through the right growth channel via an indirect sales force.
Stewart has spent 20 years working in channel roles and has specialised in accelerating revenue at global SaaS companies through the building and running of indirect sales programs since then.
His focus is working with SaaS companies who are at that point where they are looking at indirect sales channels, have enquiries from potential partners and are uncertain where to start.
Having worked at large multinational corporations for over 15 years then transitioned into two large startups who went through acquisition and IPO, Stewart has the experience and knowledge to get things done within a small team environment but also own a global partnership relationship and drive that top-down.
During this interview we cover:
00:00 - A word From The Sponsor
01:02 - Intro
02:30 - From Zero to Multi-Million Dollars in Revenue Across Europe with ZenDesk
05:26 - Launching Channel as a Service & The Problem To Solve
08:38 - Time Frame When Building Program & Expecting to see Revenue
10:38 - From Idea To Launching & Initial Costs Involved in Building CaaS
12:41 - What Exactly is an Indirect Sales Channel?
16:31 - Why 50+ Team & $1MM ARR is the Ideal Stage to Start Investing In Channel Sales
20:03 - What Does a SaaS Company Need so That They can Start leveraging this Channel Today?
22:53 - Why is it More effective vs Hiring and Building Out a Sales Team to Scale as a B2B Company
25:51 - Channel Governance Against Competitors
27:34 - Tips & Strategies When Building Teams
30:06- Typical Process, From Planning to Engagement, & Strategy for B2B SaaS
35:29 - Biggest Challenges Facing Today In Building CaaS
37:54 - Best Resources/People Who Have Been Instrumental For Stewart’s Success