Indirect channel partner program
Target the intermediaries (accountants, agencies, consultants) who influence your end users' buying decisions instead of selling directly to end users.
Why this can grow a startup
Most SaaS founders default to selling directly to the person who uses the product. But in many industries, a trusted intermediary (accountant, agency, consultant) controls the buying decision. By making that intermediary your distribution partner with mutual incentives, you tap into their existing client base at near-zero CAC. The partner gets a better tool to recommend, and you get a pre-sold customer who trusts the recommendation.
Company example
Xero targeted accountants and bookkeepers with a partner program instead of marketing to small business owners directly, and this channel accounted for over 90% of paid memberships in New Zealand and Australia by 2016.
Source and metric
Source: madx.digital · Browse madx.digital tactics
90% of paid memberships in New Zealand and
Source discovered: March 20, 2026
When to use it
Use this when Partnerships is relevant to 0-100, 100-1K and you can run a bounded test with a free budget.
When not to use it
Do not use it as a substitute for customer evidence, a clear owner, or a measurable stop condition. Local platform rules and market behavior still need checking.
Founder checklist
- Read madx.digital and identify what is directly supported.
- Choose one channel context: Partnerships.
- Define the test around 90% of paid memberships in New Zealand and .
- Set an owner, evidence window, and stop condition before launch.
Explore the context
Apply this with an operator
Choose the first market, local proof, partners, and distribution sequence with operator context.