In this episode of SaaS Connect by Cloud Software Association, David A. Yovanno, CEO at, a partnership management platform, and author of “The Partnership Economy: How Modern Businesses Find New Customers, Grow Revenue, and Deliver Exceptional Experiences”, speaks about how partnerships revolutionize SaaS sales:

  • Why traditional sales methods no longer work well.
  • Don’t rely only on your sales team. Instead, you need an army out there speaking about your products. 
  • Types of partners and the value each provides.
  • Benefits of working with referral partners.
  • Case studies such as Canva, which quadrupled its revenue.
  • Six key principles of referral partner “fit”:
  1. Compatibility.
  2. Shared customers and audiences.
  3. Desirable customer experiences.
  4. Accurate tracking and measurements to see if the partnership is working.
  5. Motivating value exchange.
  6. Shared partnership success plan.
  • Tips to get started with a referral program.


The most important question is not, “how can I get somebody else to sell my products?” but rather, “how can I be part of the information or the experience that my target customers are sourcing?” 


Resources Mentioned:



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