Let's face it: B2B sales has become a lot more challenging in these past few years.

With global economic uncertainties looming, competition in today's market has become fiercer.

B2B buyers are becoming more demanding. Instead of looking to you only for information, they're spending more time looking for information from other trusted sources.  

That means your sales team has a smaller window to catch your potential buyers' attention.

With that said, you won't go far with outbound sales, not in this economic climate. And while inbound sales — drawing your potential buyers to you with high-quality content — is the new trend, the returns can take a while to materialize.

But what if there's a way to get third-party sources of information to rally behind your product? Then read on to discover how channel partnership can help you gain your buyers' trust quickly and easily and stand out from your competitors.

What is Partner-Led Growth?

Partner-Led Growth is an effective strategy which can help you expand your business' reach, boost sales, and tap into new markets.  

Such a GTM strategy involves using third parties — referral partners, affiliate partners, resellers — to introduce goods or services to potential buyers.  

With Partner-Led Growth, relationship-building through trust becomes easier with the help of influential industry experts. Your sales team doesn't have to put up so much effort to penetrate through the noise surrounding your buyers.

Instead, you can use the collective voice of industry influencers to influence your buyers to buy from you.  

By leveraging the collective voice of trusted third-party experts, businesses can quickly generate leads, build relationships, and create a more extensive customer base.

How can Partner-Led Growth drive your B2B SaaS sales by 2x?

Here are a few reasons why you should maximize the potential of partner-led growth:

• Broader reach — Channel partners can extend your reach into new markets or deepen penetration within existing ones. They often have established customer relationships and knowledge about specific markets that would be difficult to achieve on your own.

• Increase in sales volumes — Because channel partners have their own sales team already, a partnership with them can result in increased sales volume due to the expanded sales force.

• Cost efficiency — Leveraging a partner ecosystem can also make it more cost-efficient to reach prospective customers, particularly in new geographic markets.

• Speed to market — Channel partners can typically get products to market faster because they already have established relationships, distribution means, and an understanding of the market.

• Access to resources — Partners often have valuable resources, including business contacts, established customer bases, and sales expertise that you can leverage for your business.

Partner-Led Growth is an essential part of weathering the trends of today's ever-changing market, and once a system is in place to automate the process, it couldn’t be much easier.

Suppose you’ve got a product worth referring to and customer service worth talking about. In that case, it’s probably time to maximize those assets using your network of third-party influencers as a sales and marketing channel.