In SaaS, distribution refers to the channels through which a product is sold to a customer, encompassing the entities and processes that are used to deliver cloud-based software to end users.
Distribution can be performed through direct selling and selling through intermediaries, which are referred to as distributors. Direct distribution is when the vendor sells the software directly to customers. Indirect distribution involves third-party distributors or resellers to end users. Both direct and indirect distribution can be utilized by vendors as part of an overall distribution strategy.
Example: Revello utilized both a direct distribution strategy, selling their software straight to customers, as well as an indirect distribution strategy, using resellers to reach a wider market and outsource some of the sales work.
Deal registration is a formal process common in reseller programs that ensures when a partner brings forward a new potential customer to a vendor they have the exclusive rights to pursue the sale, close the deal and earn additional partner rewards. It is a way to ensure other partners (or even the vendor themselves) do not compete with other partners by pursing already active leads.
Deal registration is a benefit to both the vendor and partner. For the vendor, it serves to incentivize their program partners to bring in new business leads and avoid conflict between channel partners and internal sales teams. For the partner, it protects their time investment as they pursue a potential customer.
Deal registration programs vary from vendor to vendor. Some deal registration programs may require that the partner has already met with a potential client or set up a meeting between the client and vendor.
Example: Clark, who is part of a VAR program, finds an appropriate potential customer for the vendor. To secure the potential customer, Clark submits a deal registration form with the prospect’s details to the vendor.