Smartsheet's Scott Strubel argues that vendors who truly succeed in marketplaces like AWS are those who approach it with proactive enthusiasm. A reluctant, obligatory presence is insufficient. This mindset shift drives deeper integration, better sales alignment, and ultimately, accelerated revenue.
To prevent message degradation across the "layers of abstraction" inherent in channel sales, Smartsheet employs a unified strategy. It combines manager-led communication, a comprehensive partner portal with information parity to internal teams, and formal sales and technical certifications to ensure consistency and accuracy.
Beyond logistics, distribution partners provide critical go-to-market functions. They manage complex government buying vehicles (GSA, NASPO), handle local taxation and import/export complexities, and assist with partner recruitment and enablement, accelerating market penetration for software companies.
To ensure focus and drive adoption of its AWS partnership, Smartsheet defines success with a clear, specific metric: a target percentage of all indirect transactions must occur through a cloud marketplace. This simple KPI aligns sales and partner teams, moving the goal from a vague initiative to a measurable outcome.
Smartsheet's partner value proposition extends beyond resale margins. The company strategically positions partner-led professional services (implementation, integration) as essential for its own success. These services drive customer adoption, which in turn leads to higher retention rates for Smartsheet's core software.