Resellers vs. Referral Partners vs. Strategic Alliances: What Works Best in SaaS?
- LMSPortals
- May 15
- 5 min read
SaaS companies live and die by distribution. A great product is table stakes—what matters is how fast and effectively you can get it in front of customers. That’s where partnerships come in. But not all partnerships play the same role.
You’ve heard the terms: resellers, referral partners, strategic alliances. They all sound like growth levers, but which one actually works best? The answer depends on your product, stage, market, and strategy.
Let’s break them down—no jargon, no fluff—so you can choose the right play for your SaaS growth engine.
What Do These Partnership Models Actually Mean?
Resellers: Your External Sales Force
A reseller purchases your software or the rights to sell it, then resells it to their customers—sometimes bundled with services, training, or infrastructure. They often handle the full sales cycle, and may offer localized support or onboarding.
Example: An IT solutions provider resells your endpoint security platform as part of its managed service bundle.
Core advantage: Reach and scale through third-party sales motions.
Referral Partners: Lead Generators on Commission
Referral partners don’t sell your product. They recommend it and hand off the lead to your team. If that lead converts, they get a fixed fee or a percentage of the deal.
Example: A SaaS implementation consultant sends clients your way and earns $500 per closed deal.
Core advantage: Low-cost, low-lift customer acquisition from trusted advisors.
Strategic Alliances: Big-Picture Collaborations
A strategic alliance is more than lead-gen or reselling—it’s a business relationship. Two companies partner to combine offerings, enter new markets, or build joint solutions.
Example: Your project management tool integrates tightly with a top-tier CRM platform, with co-marketing campaigns and a shared go-to-market strategy.
Core advantage: Long-term market expansion and ecosystem integration.
Pros and Cons: What You Gain—and What You Give Up
Each model has a different risk-reward profile. Here’s how they stack up.
Resellers
Pros:
Opens access to new markets fast
Offloads parts of the sales and support process
Works well in regions where you lack presence or expertise
Cons:
You give up control of the customer experience
Margins are thinner due to partner cuts
Resellers need hand-holding and constant enablement
When it fits: You’re expanding into complex or foreign markets and need boots on the ground.
Referral Partners
Pros:
Fast to deploy, easy to manage
Low overhead and high-margin revenue
Builds trust quickly through warm intros
Cons:
Volume can be inconsistent
Minimal influence over the sales process
Success depends on the partner’s network, not yours
When it fits: You’re early-stage or targeting niche segments and want low-risk customer acquisition.
Strategic Alliances
Pros:
Massive upside if executed well
Helps you move upmarket or into adjacent spaces
Can lead to tech integrations and network effects
Cons:
Takes time and serious internal investment
Often slow to deliver short-term results
Requires alignment at both strategic and operational levels
When it fits: You’re post-traction, looking to elevate your brand and lock in long-term growth.
Matching Model to Growth Stage
Let’s get practical. Here's how each model fits different growth phases:
Early-Stage SaaS: Keep It Simple, Start with Referrals
You’re pre-Series A, maybe just post-launch. You need leads, not overhead.
Why referrals win: They’re fast, flexible, and scalable without much lift. Great for testing messaging, gathering feedback, and generating early revenue.
Tactics:
Launch an affiliate program
Partner with consultants, coaches, influencers
Create landing pages with trackable referral codes
Growth-Stage SaaS: Layer in Resellers for Scale
You’ve hit product-market fit. Revenue is climbing. Time to expand.
Why resellers matter now: They bring infrastructure, established pipelines, and localized expertise—especially helpful in vertical markets or non-English speaking regions.
Tactics:
Build a partner enablement toolkit (sales decks, battle cards, demo accounts)
Offer tiered incentives tied to performance
Align reseller territories with your own sales coverage gaps
Mature SaaS: Leverage Strategic Alliances for Acceleration
You’re climbing toward $50M+ ARR. You want more than leads—you want ecosystem dominance.
Why alliances deliver: They let you plug into larger ecosystems, co-create offers, and unlock enterprise doors that cold calls won’t open.
Tactics:
Co-sell with platform giants (e.g. Azure, Salesforce)
Launch integrations that solve big customer pain points
Jointly pitch to high-value accounts with bundled value
Hybrid Approaches: Mixing Models for Maximum Impact
Here’s the truth: most high-performing SaaS companies don’t stick to one model—they blend them.
Example Scenario:
A SaaS company offers a cloud data analytics platform. It might:
Use referral partners (consultants, analysts) to drive top-of-funnel awareness
Engage resellers in Asia and Latin America to handle local sales and support
Build strategic alliances with cloud providers or BI tools for co-selling and deeper integration
This kind of layered approach maximizes flexibility while aligning with different goals:
Referral = velocity
Reseller = reach
Alliance = strategic positioning
Key takeaway: Don’t force-fit a single model. Build a partner ecosystem that matches the diversity of your market.
Making the Right Call: A Decision Framework
Ask yourself these questions:
Question | Go With |
Do I want quick, low-risk customer acquisition? | Referral |
Am I trying to enter new regions or verticals? | Reseller |
Do I want to co-create value and shift my market position? | Strategic Alliance |
Do I need partners to generate AND close deals? | Reseller or Alliance |
Am I resource-constrained? | Referral |
Do I want to build defensibility through ecosystem play? | Alliance |
Use this framework as a guide—but always trust your GTM instincts and data.
Avoiding Common Pitfalls
Don’t just sign partners and hope for the best. Here’s what to avoid:
No clear ownership. Someone in your org needs to own partnerships full-time. It can’t be a side project.
Generic onboarding. Resellers and alliances need tailored training and tools. Treat them like your own sales team.
Misaligned incentives. If partners don’t see profit in pushing your product, they won’t push it—simple as that.
Over-automation early. Don’t sink six months into a partner portal before testing demand and engagement.
Ignoring data. Track everything—deal velocity, close rate by partner type, CAC by model. Adjust accordingly.
Summary: There Is No “Best”—Only What’s Best for You
Resellers, referral partners, and strategic alliances each have a role in the SaaS growth playbook. None is inherently better—they’re just tools for different jobs.
If you're starting out, referrals offer fast, low-cost growth. If you're expanding, resellers help you scale without scaling headcount. If you're aiming high, strategic alliances can unlock game-changing market moves.
The smartest SaaS leaders don’t pick one—they build an ecosystem that evolves with the business.
Start where you are. Optimize for your current goals. But always think one stage ahead.
About LMS Portals
At LMS Portals, we provide our clients and partners with a mobile-responsive, SaaS-based, multi-tenant learning management system that allows you to launch a dedicated training environment (a portal) for each of your unique audiences.
The system includes built-in, SCORM-compliant rapid course development software that provides a drag and drop engine to enable most anyone to build engaging courses quickly and easily.
We also offer a complete library of ready-made courses, covering most every aspect of corporate training and employee development.
If you choose to, you can create Learning Paths to deliver courses in a logical progression and add structure to your training program. The system also supports Virtual Instructor-Led Training (VILT) and provides tools for social learning.
Together, these features make LMS Portals the ideal SaaS-based eLearning platform for our clients and our Reseller partners.
Contact us today to get started or visit our Partner Program pages