Interview
REDEFINING CHANNEL SIMPLICITY
Freshworks is stripping away the legacy friction that has long slowed channel
growth. Under the leadership of SVP Laura Padilla, the company’s Global Partner options that match their go-to-market style and accelerate ROI. It’s a model built to empower partners across the full customer lifecycle, with scalable support and
What measures has Freshworks taken to ensure partners can easily integrate and leverage its platform in diverse markets? We’ve created a programme that’s both global and local in its approach. From flexible sales engagement models to region-specific sales and enablement support, we make it easy for partners to plug in and succeed. Freshworks also offers an extensive integration ecosystem through our Marketplace, and our services delivery programme supports partners with certifications, onboarding, and technical training – so they can quickly adapt and add value in any market. Our revamped partner programme is built on alignment and mutual success. For example, we’ve introduced a clear structure for lead sharing and deal registration, with shared access to pipeline visibility and joint sales opportunities. Whether it’s our direct sales teams or our partners on the ground, we focus on collaboration, not competition, and tailor engagement to the specific needs of the region or industry. Strategic partners are crucial to our growth,
particularly in partner-led markets such as Asia, Latin 18 | July/August 2025
America, and across Europe. With more than 500 transacting partners globally – including firms like Gorilla Services, Unisys, and Xcession – our partners bring deep vertical expertise in areas like healthcare, banking, retail, and the public sector. Tey help us deliver differentiated, AI-powered service experiences more quickly and efficiently, while also expanding our reach into new and emerging markets. We’ve also invested in regional partner managers
and localised support teams to ensure that partners have access to the resources they need in their time zones and languages. Tis includes tailored enablement sessions, market-specific playbooks, and co-marketing initiatives that reflect local buyer behaviours. Our goal is to remove barriers to entry and make it as seamless as possible for partners to integrate Freshworks into their existing portfolios.
How does product simplicity translate into partner enablement and go-to-market strategies? Eliminating complexity is central to both our product design and our partner engagement. Our tools are easy to use and quick to deploy, which means partners can get up to speed fast and start delivering
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