Through-channel marketing is a strategic tactic in B2B SaaS to increase sales by leveraging a partner network. It involves collaborating with other businesses, such as resellers, distributors or value-added resellers (VARs), to market to their established customer base and distribution channels. This collaborative effort allows SaaS companies to extend their reach beyond their direct sales capabilities and tap into new audiences and customer segments.

TCM leverages the partner's existing infrastructure, expertise, and relationships for the sale, essentially acting as an extension of the company's sales and marketing team. This not only reduces the burden on internal resources but also provides a cost-effective way to acquire new customers, as the partner often shoulders a significant portion of the marketing and sales activities.

Successful TCM involves a well-structured partner program with clear incentives, training and support mechanisms to ensure that partners are equipped and motivated to sell the product effectively. By building strong relationships with channel partners, SaaS companies can create a scenario where both parties benefit from increased sales, expanded market presence and offer better customer value.