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Ted Finch
President, Chanimal Marketing
www.chanimal.com
Chanimal Presents
Building a SaaS Channel:
A Step-by-Step Approach
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Overview - Contents
Channel
Defined (Level-Set Group)
SaaS Differences, Concerns, Trends
Phase One
Defining (or Re-Defining) a Channel Program
Phase Two
Recruiting a Channel
Phase Three
Enablement
Channel Management
Ongoing Motivation
Where to Learn More
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Background Chanimal
Chanimal The Ultimate Resource for Software Marketing at www.chanimal.com. Celebrating it's 10th
year anniversary. 500+ pages of online content. Ranked #1 by Google (channel marketing & sales).
Short for "Channel Animal," Ted Finch 23 Years of professional marketing
As co-founder and VP of Sales & Marketing, built world's largest high-tech product launch service
company from 13 to over 4,000 people while executing the launch of over 400 products for over 150
companies (Microsoft, IBM, Adobe, HP, WordPerfect, Intel, Ashton Tate, Sony, Citrix, Autodesk, ATI,
Creative Labs, Disney, Canon, Corel, Aldus, Compaq, plus more)
Wrote marketing plan & published Netscape Navigator (#1 best-selling software in the world at the
time) & AOL. Helped inaugurate .dot com era.
Wrote marketing plan, helped finance ($27 million funding) & form Red Storm Entertainment with Tom
Clancy (Press release on USS Nuclear Sub Cheyenne, ABC, CBS, NBC)
Former VP Marketing at Goldmine (#1 Rated SFA), VP Marketing at $4 billion Harcourt (General
Cinemas, Sea World, HRW), Sr. VP Marketing at $33 billion Motorola (sat on Marketing board), VP at
$130 billion GE.
Achieved five successful acquisitions.
Speaker at dozens of conferences and events, quoted in over 100 trade publications & high-tech books,
produced, "How to Finance a High-Tech Start-Up" Video
Has executed reseller programs for over 270 companies
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Terminology
Level set the group
Channel. How a company sells their product
Direct. Company to End User
Indirect. Company to middle man to customer
Reseller. Anyone that resells product or service
Affiliate. R