Value-added resellers (VARs) are business models that are designed to create integrations, products, and smart features that can enhance existing products or services. Such a business model has an important role in packaging an existing product or service with enhancements and reselling it as a full-service solution. VARs specialize in a wide range of technologies, software, and hardware. CEOs in tech-savvy organizations and businesses are concerned about the growth and profit margins of their businesses than point solutions as front-office SaaS keeps advancing. Therefore, VRAs or channel partners that advise clients on front office issues such as marketing, sales and customer success should be aware of the following trends:
The growth of the front-office spending
The marketing technology landscape has experienced rapid growth in the past few years. In fact, SaaS spending in most businesses has grown between 75-100% each year within the past seven years. This means that the offerings of VRAs must follow suit in order to satisfy the growing needs and expectations of their users.
The software is getting more intuitive
Nowadays, it is easier and simpler to use software than ever before. Even non-technical users can easily configure the intuitiveness of software and utilize its features more elegantly. The availability of free technology has also made it easier for users to engage with mobile-friendly apps that were previously considered to be complex platforms and tools. Interestingly, as the user experience and friendly-interface designs improve, user expectation rises and tolerance to poor user experience reduces.
Small business CEOs are more focused on growth
The CEOs of small and medium-sized businesses no longer consider marketing separate from sales and customer satisfaction. Instead of focusing on point solutions, savvy CEOs have started channelling their resources towards leveraging the value of marketing to generate qualified leads, sales that engage the garnered leads, and customer satisfaction tactics to maintain customers. Therefore up-selling to the current clientele is part of the entire process of boosting growth. In other words, small businesses need a growth stack more than average marketing automation approaches.