SaaS wars decoded

Three big SaaS players. Three unique paths to partner success. We unpack how Salesforce, Zoho, and Freshworks shape their channel strategies, helping Indian IT partners choose what fits best for their ambitions, size and style

- BHARTI TREHAN

India's SaaS scene is buzzing. But behind the shiny apps and pitch decks lies something more strategic: the playbook each company uses to win over IT partners. For resellers, consultants and digital-first firms, the big three—Salesforce, Zoho and Freshworks—offer distinct roads to revenue. In this narrative-style comparison, we walk through how each company treats its channel, what it expects, and where it shines.

Salesforce: Structure before scale

When a new partner joins Salesforce, the welcome kit includes more than brochures. There's structure. Process. Planning. Everyone registers, everyone builds a business plan. Learning begins on Trailhead, a gamified platform where badges matter as much as bookings.

You rise through four tiers, Registered, Ridge, Crest, and Summit, not by sales alone, but by showing mastery through certifications, customer success, and IP development. It’s a serious game.