From Novice to Pro: The Definitive Guide to Dominating the SaaS Reseller Program Market!

Anant Gupta
25 Min Read
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Navigating your way to success in the SaaS reseller program market might seem like a daunting task. I’ve been there, understanding that establishing yourself can be quite challenging – even more so with SaaS moving at a lightning pace! This guide will offer you practical tips and strategies from recruitment to revenue generation, ensuring you’re well-equipped in this industry.

Ready to break through the novice barrier? Let’s dive into transforming you into an absolute pro in dominating the SaaS Reseller Program Market!

Key Takeaways

  • The SaaS reseller market can be approached through two main business models: the Managed Service Provider (MSP) model and the Value Added Reseller (VAR) model. Understanding these models is crucial for success in this industry.
  • A SaaS reseller program offers benefits such as increased sales and revenue, access to new markets and customers, and cost savings and efficiency.
  • Creating a strong SaaS reseller program involves careful partner selection, setting appropriate commission and pricing structures, implementing comprehensive onboarding programs, and providing ongoing support. It is important to define expectations, communicate effectively with partners, and plan for scalability.

Understanding the SaaS Reseller Business Model

The SaaS reseller business model can be divided into two main categories: the Managed Service Provider (MSP) business model and the Value Added Reseller (VAR) business model.

Managed Service Provider (MSP) business model

Transitioning into the SaaS reseller market, you’ll encounter terms like Managed Service Provider (MSP) business model. As a budding professional in this space, it’s vital to grasp what the MSP process entails.

At its core, an MSP is essentially a company that remotely manages a customer’s IT infrastructure or end-user systems on a proactive basis. This approach is usually under a subscription model and serves as an alternative to traditional on-demand outsourcing where services are typically billed at an hourly rate for specific IT tasks.

In this business setup, as an agency owner or reseller functioning as an MSP, your overall objective lies in taking control of your client’s software needs – from providing applications via cloud platforms to maintaining these applications over time.

For instance, companies like Salesforce have effectively carved out immense success in the industry through this model by offering remarkable CRM solutions over cloud servers.

Additionally, with this model comes noteworthy benefits such as predictable revenues due to its subscription-based aspect and reduced costs because of remote service delivery capabilities which eliminate geographical limitations commonly experienced within traditional business models.

Hence broadening your service reach while significantly cutting down operational costs thereby giving you more room for scalability and growth within the SaaS ecosystem.

Value Added Reseller (VAR) business model

As an agency owner or reseller, you may be familiar with the term “Value Added Reseller (VAR) business model.” This model is a popular approach in the SaaS reseller program market. Essentially, a VAR adds value to software products or services before selling them to customers.

In this model, VARs combine their expertise and resources with the software product they are reselling to provide additional benefits and customization options for customers. This added value can come in the form of specialized training, technical support, integration services, or even custom development.

By adopting a VAR business model, you have the opportunity to differentiate yourself from competitors by offering unique solutions tailored to your client’s specific needs. This approach allows you to position yourself as more than just a reseller but as a trusted advisor who understands your client’s pain points and can deliver customized solutions that address those challenges effectively.

This strategy can help attract new customers and build long-term relationships based on trust and value. By offering added services alongside the SaaS product itself, you can increase customer satisfaction and loyalty while also generating additional revenue streams for your business.

Benefits of a SaaS Reseller Program

A SaaS reseller program offers several benefits, including increased sales and revenue, access to new markets and customers, and cost savings and efficiency.

Increased sales and revenue

One of the key benefits of a SaaS reseller program is the potential for increased sales and revenue. As an agency owner or reseller, partnering with a SaaS company allows you to tap into its existing customer base and leverage its brand reputation to drive more sales.

By offering innovative software solutions to your clients, you can attract new customers who are looking for cutting-edge technology. Additionally, selling software licenses through a reseller program often comes with attractive commission rates, allowing you to earn additional income from each sale.

With a well-executed marketing strategy and strong customer relationships, the opportunities for growth in terms of sales and revenue are significant in the SaaS reseller market.

Access to new markets and customers

As a SaaS reseller, one of the key benefits you’ll enjoy is gaining access to new markets and customers. By partnering with other businesses as resellers or affiliates, you can tap into their existing customer base and expand your reach.

This means you don’t have to start from scratch when it comes to finding potential clients.

When you enter new markets through reseller partnerships, you gain exposure to customers who may not have been aware of your software before. This exposure allows you to showcase the unique features and benefits of your product, increasing the chances of attracting new customers.

Additionally, by leveraging the networks and relationships of your reseller partners, you can quickly penetrate different industries or geographical areas that would otherwise take significant time and resources to access on your own.

Partnering with agencies or resellers who already have established connections in specific markets can open doors for your business that might otherwise remain closed.

Expanding into new markets also offers diversification opportunities for revenue streams. Instead of relying solely on direct sales efforts, working with resellers allows multiple channels for revenue generation.

By reaching untapped customer segments through trusted partners in various industries or regions, you increase the likelihood of consistent sales growth.

Cost savings and efficiency

One of the key benefits of a SaaS reseller program is the potential for cost savings and increased efficiency. By partnering with established SaaS providers, agency owners, and resellers can avoid the high costs associated with developing their software from scratch.

This means they can focus on selling and marketing existing products, saving both time and money.

Additionally, by leveraging an existing SaaS solution, agency owners and resellers can tap into streamlined processes and infrastructure that have already been optimized for maximum efficiency.

This allows them to deliver high-quality services to their clients without having to invest heavily in resources or infrastructure themselves.

Creating a SaaS Reseller Program

Create a strong SaaS reseller program by carefully selecting the right partners, setting appropriate commission and pricing structures, implementing a comprehensive onboarding program, and providing ongoing support and management.

Identifying and recruiting the right reseller partners

When it comes to building a successful SaaS reseller program, one of the crucial steps is identifying and recruiting the right reseller partners. Here are some key points to consider:

  1. Define your ideal partner profile: Take the time to clearly define the characteristics and qualifications you’re looking for in a reseller partner. Consider factors such as their industry expertise, target market, customer base, and sales capabilities.
  2. Research potential partners: Conduct thorough research to identify potential reseller partners who align with your target audience and have a track record of success in selling software products or services. Look for partners who have complementary offerings that can enhance your value proposition.
  3. Evaluate their reputation: Check the reputation and credibility of potential partners by reviewing their online presence, customer reviews, testimonials, and case studies. A partner with a strong reputation will not only enhance your brand image but also increase trust among potential customers.
  4. Engage in meaningful conversations: Reach out to potential partners and initiate conversations to understand their goals, values, and alignment with your business objectives. Discuss how you can mutually benefit from a partnership and address any concerns or questions they may have.
  5. Provide clear incentives: Create an attractive incentive structure that motivates resellers to promote your products or services effectively. This could include competitive commissions, bonuses based on performance milestones, access to exclusive resources or training programs, or co-marketing opportunities.
  6. Establish clear communication channels: Effective communication is key to maintaining a successful partnership. Ensure there are clear channels for ongoing communication between your team and the reseller partners, such as regular check-ins, shared documentation systems, and dedicated support channels.
  7. Set expectations and define responsibilities: Communicate expectations regarding sales targets, reporting requirements, marketing support, product training, and ongoing support mechanisms. Define each party’s responsibilities in the partnership to avoid any misunderstandings or conflicts down the line.
  8. Plan for scalability: Consider the long-term potential of the partnership and its scalability. Look for reseller partners who have the capability and resources to grow their sales volume, expand into new markets, and effectively handle increased customer demand.

Determining commission and pricing

Determining the commission and pricing for your SaaS reseller program is a crucial step in ensuring its success. Here are some key considerations to keep in mind:

  1. Research market standards: Start by researching what other SaaS companies are offering in terms of commission rates and pricing structures. This will give you a benchmark to work with and help you stay competitive.
  2. Consider your costs: Calculate your operating costs, including product development, marketing, and support expenses. This will help you determine how much revenue you need to generate from each sale.
  3. Set a fair commission rate: Your commission rate should incentivize resellers to actively promote and sell your software. Aim for a rate that provides both motivation and profitability for both parties involved.
  4. Tiered commission structure: Consider implementing a tiered commission structure based on sales performance or volume. This can encourage resellers to strive for higher sales targets while rewarding them accordingly.
  5. Value-based pricing: Determine the value your software brings to customers and price it accordingly. Highlight the unique features, benefits, and ROI it offers compared to competitors.
  6. Test different pricing strategies: Don’t be afraid to experiment with different pricing strategies such as discounts, bundle deals, or subscription models. Monitor the results closely and adjust as necessary.
  7. Provide flexibility: Consider offering flexible pricing options that cater to different customer segments or industries. This can increase the appeal of your program and attract a wider range of resellers.
  8. Communicate transparently: Communicate your commission rates and pricing structure upfront with potential resellers. Transparency builds trust and helps avoid conflicts down the line.
  9. Regularly reassess: As your business grows, periodically evaluate your commission rates and pricing strategy to ensure they align with market trends and reflect the value you provide.

Creating a robust onboarding program

When launching a SaaS reseller program, it’s crucial to create a robust onboarding program that sets your reseller partners up for success. Here are some key steps to consider:

  1. Develop a comprehensive training curriculum: Provide your resellers with the knowledge and skills they need to effectively sell and support your SaaS products. This can include product demonstrations, sales techniques, and technical training.
  2. Offer ongoing support and resources: Ensure your resellers have access to detailed documentation, FAQs, and support channels to address their questions and concerns. Regularly update them with new product features, enhancements, and marketing materials.
  3. Implement a structured onboarding process: Create a step-by-step onboarding plan that outlines the necessary tasks and milestones for new resellers. This will help ensure consistency in the onboarding experience and enable you to track progress.
  4. Assign dedicated account managers: Provide each reseller with a dedicated account manager who can serve as their primary point of contact and provide personalized guidance throughout the onboarding process. This individual should be readily available to answer questions and provide assistance.
  5. Foster collaboration among resellers: Encourage resellers to share best practices, success stories, and challenges with each other through an online community or regular virtual meetings. This will help facilitate learning from one another’s experiences.
  6. Monitor performance metrics: Establish clear performance metrics for your resellers such as sales targets, customer satisfaction ratings, or renewal rates. Regularly review these metrics with your partners to identify areas for improvement or additional training needs.
  7. Gather feedback and iterate: Continuously seek input from your reseller partners about their onboarding experience and any areas where they feel additional support is needed. Use this feedback to refine your onboarding program over time.

Providing ongoing support and management

As an agency owner or reseller in the SaaS reseller program market, providing ongoing support and management is crucial for the success of your business. Here are some key strategies to consider:

  1. Dedicated Account Managers: Assigning dedicated account managers to your reseller partners can help ensure smooth communication and provide personalized support. These managers can act as a single point of contact for any questions, concerns, or issues that may arise.
  2. Training and Resources: Regularly provide training sessions and resources to your resellers to keep them updated on product updates, new features, and best practices. This will help them effectively sell and promote your SaaS products to their customers.
  3. Performance Evaluation: Regularly evaluate the performance of your resellers to identify areas of improvement and potential growth opportunities. Use data analytics tools to track key metrics such as sales volume, customer satisfaction, and retention rates.
  4. Marketing Collateral: Provide your resellers with marketing collateral such as brochures, case studies, and whitepapers that highlight the benefits and value of your SaaS products. These materials can be customized by the reseller to align with their brand and target audience.
  5. Technical Support: Offer reliable technical support to address any technical issues or challenges faced by both the reseller partners and their customers. This includes providing a dedicated support team that is easily accessible through email, chat, or phone.
  6. Regular Communication: Maintain regular communication channels with your resellers through newsletters, webinars, or online forums where they can share insights and learn from each other’s experiences. This fosters a sense of community among resellers and encourages knowledge sharing.
  7. Incentives and Rewards: Recognize outstanding performance from your resellers by offering incentives such as commission bonuses or rewards based on sales achievements or customer satisfaction ratings.

Challenges and Risks of SaaS Reseller Programs

SaaS reseller programs present challenges and risks, including the need to maintain consistent branding across resellers and mitigate potential conflicts and competition within the channel.

Maintaining consistent branding and messaging across resellers

One of the key challenges in running a successful SaaS reseller program is maintaining consistent branding and messaging across different resellers. This is crucial to ensure that your brand image remains cohesive and aligned, regardless of who is selling your product.

Consistency in branding helps build trust with customers and creates a sense of familiarity.

To overcome this challenge, it’s important to establish clear guidelines and standards for your resellers. Provide them with comprehensive training materials that outline your brand’s values, voice, and visual identity.

This will help them understand how to represent your brand accurately.

Regularly communicate with your resellers to address any questions or concerns they may have about branding and messaging. Offer ongoing support and guidance so that they feel confident when promoting your product.

Additionally, consider implementing tools like marketing asset libraries or content management systems that allow you to easily share approved marketing materials with your resellers. These resources can include everything from logos and graphics to pre-written social media posts or email templates.

Mitigating risks such as channel conflict and competition

As a SaaS reseller, it’s crucial to be aware of the potential risks that can arise in your business, such as channel conflict and competition. Channel conflict refers to conflicts that can occur between different channels of distribution within your reseller program.

This can happen when there is overlap or competition between your own sales team and your resellers, leading to strained relationships and ultimately affecting the success of your program.

To mitigate this risk, clear communication and collaboration are key. Establishing strong lines of communication with your resellers is essential to avoid any misunderstandings or territorial disputes.

Clearly define territories and target markets for each reseller partner so they know exactly where their focus lies.

Competition can also pose a challenge in the SaaS reselling market. With numerous companies offering similar products, standing out from the crowd becomes crucial. One way to tackle this challenge is by emphasizing the unique selling points (USPs) of your product and demonstrating how it provides greater value compared to competitors.

Additionally, providing ongoing support and training for your resellers will enable them to effectively position your product against competitors’ offerings. By equipping them with comprehensive knowledge about the features, benefits, and competitive advantages of your product, you empower them to overcome any objections or concerns raised by potential customers.

Primary Takeaways to Apply to Your SaaS Reseller Business Model

As you navigate the world of SaaS reseller programs, several key takeaways can help elevate your business model and drive success. First and foremost, it’s crucial to focus on identifying and recruiting the right reseller partners.

Look for partners who align with your values and have a strong track record in your target market.

When it comes to commission and pricing, finding the right balance is essential. Consider offering competitive commissions that incentivize partner engagement while ensuring profitability for both parties.

Additionally, creating a robust onboarding program is vital to set your resellers up for success from day one. Provide comprehensive training materials, sales collateral, and ongoing support to enable them to effectively sell your product.

Mitigating risks such as channel conflict and competition is another important aspect of managing a successful SaaS reseller program. Establish clear guidelines around branding and messaging consistency across all resellers to maintain a strong brand identity.

Overall, by following these primary takeaways – recruiting the right partners, establishing fair commission structures, providing comprehensive onboarding support, and mitigating risks – you can strengthen your SaaS reseller business model and position yourself for long-term success in this lucrative market.

(Source: Important Fact #4 – The guide also explains the concept..)


In conclusion, “From Novice to Pro: The Definitive Guide to Dominating the SaaS Reseller Program Market!” equips agency owners and resellers with the knowledge and strategies needed to thrive in the competitive SaaS reseller industry.

With expert tips on building successful partnerships, maximizing revenue through affiliate marketing, and overcoming challenges, this guide is a must-have resource for anyone looking to dominate the market.

Take control of your SaaS reseller business with this comprehensive guide and unlock unlimited potential for growth and success!


1. What is a SaaS reseller program?

A SaaS reseller program is a business model that allows individuals or companies to sell software as a service (SaaS) products on behalf of the original provider. Resellers typically receive commissions or discounts for selling and promoting these software solutions to their customers.

2. How can I become successful in the SaaS reseller market?

To succeed in the SaaS reseller market, it’s important to thoroughly understand the product you are selling, identify your target audience, develop effective marketing strategies, build strong relationships with customers and continually update your knowledge about industry trends and advancements.

3. Are there specific qualifications or certifications required to join a SaaS reseller program?

While qualifications and certifications may not be mandatory for joining most SaaS reseller programs, having relevant experience in sales and an understanding of technology can greatly enhance your chances of success. Some providers may offer training programs or resources to help sharpen your skills as well.

4. What are the benefits of participating in a SaaS reseller program?

Participating in a SaaS reseller program offers several benefits including earning additional income through commissions or discounts, access to high-quality software products without having to invest heavily in development, ongoing support from the provider, flexibility to work remotely, and potential for long-term partnerships with customers who rely on your expertise.

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