SaaS Channel Edge is where I help organisations understand what a healthy partner motion looks like before they spend money building one.

The focus is education first, through the SaaS Channel Series, a set of articles for founders, GTM leaders, and channel professionals who want partner programmes that actually work. I write about the problems most teams hit: misaligned incentives between direct and indirect, partner value propositions built on product pitches alone, recruitment that leads nowhere, and treating partner-sourced deals as a cost centre rather than a way to bring down customer acquisition cost.

That perspective comes from close to two decades on the partner side, across SaaS, GRC, digital banking, and enterprise software, on the vendor, services, and reseller sides of the table. If you are starting a programme, fixing one that has stalled, or just want a second opinion, the writing is a good place to start, and I am always glad to talk through where partnerships are heading.