Freshworks launched a new partner program. The aim is to increase revenues from partners through the creation of better-aligned agreements with firms that want to work with Freshworks. There are now five different business models that potential partners can select from.
Each, enables them a different level of investment and support from Freshworks to match what they wish to do. The model makes it simpler for partners to work with Freshworks and enables them to deliver better value to customers.
The five different models are:
- Sales Consultant: Enables firms to refer customers to Freshworks and receive a commission for each successful purchase.
- Reseller: Will receive support to facilitate managing marketing, sales, deal closure, customer success, and renewals on behalf of Freshworks. They can purchase licenses to resell, either from Freshworks direct or through distributors.
- Distributor: Can Purchase from Freshworks and resell to indirect resellers in their region. They should provide recruitment, management, and support to help resellers serve end customers.
- Services Partner: Provide onboarding, implementation, training, custom migrations, integrations or other professional services to end customers.
- Solution Provider: Partners who function as both a reseller and a service partner, managing the entire customer lifecycle (marketing, sales, customer success, post-sale services, and renewals).
Laura Padilla, Senior Vice President of Channels and Alliances at Freshworks, commented, “Our new program makes it easier than ever for partners to do business with Freshworks and grow new revenue streams.
“Whether they choose to resell our customer and employee experience software or provide value-added professional services, we offer flexible monetization options that eliminate complexity—leading to faster time to value and higher deal conversion rates. Partners who choose Freshworks over outdated, outsized solutions will realize a return on investment in days, not years.”
Built for growth
The new partner programs were designed by Padilla, who joined the company less than a year ago. The program already has over 500 transacting partners and now suits small referral partners through to the global SIs.
Freshworks has also considered what it will provide partners to help them resell and service the Freshworks ecosystem. The programs contain a mix of training, certifications, and direct engagement with Freshworks’ sales teams and experts, with leads shared directly with them.
There are also tiers within each partner type. While that information is not readily available on the Freshworks partner page, the press release noted, “Premier resellers benefit from recurring margins on every sale, full control over billing and renewals, and deeper customer relationships.”
Freshworks also stated that it will invest in partner enablement with increased regional sales support, marketing development funds, enablement and internal alignment. The Freshworks professional services teams will provide technical enablement and onboarding training to support resellers as they engage.
Dale Foster, Chief Executive Officer of Climb Channel Solutions, commented, “Climb evaluates over 200 vendors each year in multiple categories and selects only a few to onboard and sell to our customer base. Freshworks emerged as the clear leader in the ITSM market with an enterprise-grade solution without the enterprise complexity.
“Our partnership with Freshworks enables Climb and our reseller partners to deliver innovative, simplified solutions that accelerate digital transformation for their customers.”
Padilla explained to Channel Futures about how the new program is different. She said, “Our previous channel partner program focused on partners as a lead engine, and we compensated partners through commission for that value.
“Moving forward, we acknowledge that the partners we want to invest in do much more than that. We want our partners to help us sell, consult, design, support and implement services to our customers in every language and currency.”
Enterprise Times: What does this mean
Freshworks clearly hopes that the revamped program will help it expand in partner-led regions such as Asia and Latin America. It will also help accelerate growth in North America and Europe. A modern partner program that offers revenue share, notably recurring revenue share, as well as education and marketing, sales and technical support is what resellers now demand.
It is looking for resellers with expertise in banking, healthcare, financial services, retail, and the public sector. The aim is to support them as they roll out Freshworks solutions and deliver value to their customers.
Padilla also revealed that she aimed to increase the share of revenue from partners to above 30%. It will be interesting to see whether that ambition is achieved.
