Amplify Your Growth Through Resellers

Lars HelgesonCEO/Founder, GreenRope

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A Little Backstory

2000 - 2011 2011 - 2017+

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Helping to Define a New Market

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Other Players

$125M

$74M

$65M $22.7M

$20M

$52.9M$0

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Advantages of Being A Small Business

Not constrained by investment payback

Product flexibility / responsiveness

Quality of customer service

Family atmosphere

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Direct vs Reseller

Direct Reseller

Demo

Trial

Account

PPC

SEO

3rd Party Lead Gen

SocialReferral

VAR

Account

Affiliates

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Does it work?

Medical / Dental195 in 3 years

Logistics9 in 18 months

GreenRope Direct490 in 6 years

Religious / NPO23 in 3 years

Legal32 in 3 years

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35%

65%

Direct

VAR69%

31%

Direct

VAR

Number of Active Accounts Revenue Generated

9

94%

6%

Direct

VAR

Support Man-Hours

VAR: 20 man-hours to support 900 accounts

Direct: 320 man-hours to support 500 accounts

Efficiency increase of 600%

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ChallengeDifficult to identify good VAR prospects

Strategy

Focus on Agencies and Consultancies

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ChallengeCase for product agnosticism

Strategy

Create brand loyalty & recurring revenue

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Challenge

Long lead sale

Strategy

Encourage use of the software directly

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ChallengeDifficult to find qualified business development staff

Strategy

Patience

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Challenge

Educating VAR staff

StrategyCertification program

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The VAR Cheat Sheet

1. The product must be designed to VAR from the beginning

2. You must know your VARs and be prepared to insulate their brand

3. Get the VAR to use your product

4. Prepare to spend 10x the time training and supporting your VARs

5. Use automation to streamline sales, marketing, and on-boarding

6. Treat your VARs with abundant support

7. Share your usage and marketing data with your VARs

8. Be careful with exclusives

9. Be prepared to provide a parachute in case of total failure

10. Listen to your VARs and let them help you drive product development

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Amplify Your Growth Through Resellers

Lars HelgesonCEO/Founder, GreenRope

16Thank You