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TV Expert Interviews / Sales & Marketing Alignment / May 15, 2022 / Posted by Sunir Shah / 320

The Problems Faced by SaaS Businesses that Work Through Partners (video)


In this Expert Insight Interview, Sunir Shah discusses his current company, AppBind, and how it solves the billing challenges that partners face when combining multiple SaaS products into a bundled service. Sunir Shah has solved SaaS-partnership problems at FreshBooks and Olark and is the president of the Cloud Software Association.

This Expert Insight Interview discusses:

  • The problems faced by SaaS businesses that work through partners
  • How AppBind solves these problems
  • The clever way in which AppBind works

Problems of SaaS Partnerships

Many channel-based companies and individuals are comfortable with the old way of operating. However, the modern SaaS business model has many moving parts and nuances. Sometimes partners don’t feel invested in the product because it is “out there somewhere” in the cloud.

This is one of the reasons why they’re often a bit reluctant to get too involved. If it is a work-oriented SaaS, there are also other considerations such as who owns the data, who owns the customer, who supports the product, and so on.

AppBind Solution

The problems listed above are what AppBind was created for. If you’re a SaaS company that wants to sell software through partners, the billing is too complex. AppBind has found a straightforward solution that allows SaaS companies to sell solutions through partners, and more importantly, they can incorporate your software into their subscription services.

AppBind takes care of all the billing in this type of partnership. Best of all, it does it without having to touch your billing or account management system. This means your sales team can focus on making sales without worrying about the billing side of the equation.

How AppBind Works

A subscription is no more than an email and credit card number. So, AppBind creates a virtual email and virtual credit card that your partners can use to sign up for the subscription on behalf of a client.

An email is then forwarded to the partner so they can manage the account; another is sent to the customer, so they own it. Instead of putting the client’s credit card into the system, the app puts in this virtual credit card, which automatically bills the client. This means the partner is never in the middle of the financial risk — the client is paying for the subscription from the beginning.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

About Author

Since 2007, Sunir has solved SaaS partnership problems at FreshBooks, Olark, and as President of the Cloud Software Association , the SaaS partnership network.


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