10 “Partner @ the Core” Growth Modalities

Joseph Bentzel, Platformula1

An Introduction to XaaS Distribution & the “Partner @ the Core” Mindset

Plug & play new stack architectures are enablers of Partner @ the Core strategy in the XaaS economy
The XaaS Economy is exploding. “Point XaaS” offerings from cloud innovators are enabling growth marketers to leverage “Partner @ the Core” distribution approaches.

XaaS Distribution: 10 Common Modalities

Above are 10 common modalities by which anything-as-a-service (XaaS) innovators implement a sticky Partner @ the Core distribution model in the age of cloud.

1. OEM: ‘Classic Coke’ Partner @ the Core

2. Private Label or ‘Powered By’ XaaS

3. Open Source Community

Open source 2.0 is characterized by the emergence and growth of commercial open source alliances (COSA). These COSA communities serve as deal gateways for startups with Partner @ the Core mindset.

4. Co-Marketing Bundle

5. Cloud Marketplace Add-On

Cloud marketplaces of XaaS add-ons and plug-ins are powerful upstream distribution venues for both startups and growth players. ‘Quality of Marketplace’ or QOM is a competitive differentiator among cloud superpowers like AWS, Google, Microsoft, HP, IBM, Rackspace & others.

6. Targeted API-as-a-Product

Developer marketing to the ‘long tail’ of unknown developers is one distinct partner pattern in the XaaS economy. Another emerging pattern is to target specific centers of market gravity—E.G. the installed customer base and ecosystem of an established alpha vendor—with an API-as-a-product. This approach enables a startup executing a Partner @ the Core XaaS distribution strategy to gain strong validation & ‘DNA inheritance’ from their first alpha partner that enables them to attract new alpha partners via Upstream 2.0 BizDevOps.

7. Internet of Things & ‘Device + Service’

8. Crowd Catalyst Hub

Crowd catalyst hubs combine platform functionality with partner integration, incentives and monetization to enable a shared “platformula”

9. Practice Platform

10. Enterprise Digital Transformation Initiatives (EDTI)

Enterprise digital transformation is “inside/out” innovation that sees internal IT functionality as something consumable by external partners. Given this trend, XaaS startups should see their enterprise customers as current & future Partner @ the Core channels.
Enterprise digital transformation is not just about technology. It’s about organizational re-invention. Eliminating fragmentation and streamlining team processes turns enterprise customers into partners for innovative XaaS startups like Amplience, the developers of the AmplienceOne ‘big content’ platform.

Conclusion

Joseph Bentzel, Platformula1 founder, is a specialist in “Partner First” growth marketing for cloud, mobile, XaaS, & IoT innovators. http://www.platformula1.com

Joseph Bentzel, Platformula1 founder, is a specialist in “Partner First” growth marketing for cloud, mobile, XaaS, & IoT innovators. http://www.platformula1.com