Interview
value almost immediately. Tat same mindset underpins our go-to- market model: clear partner programme tracks tied to training and requirements, streamlined onboarding, and flexible monetisation structures. We help provide a clear model for partners to capitalise on the Freshworks opportunity. Our low-code/no-code environment is a major differentiator,
allowing partners to build and customise solutions without requiring deep technical expertise. Tis simplicity translates into faster implementation timelines, reduced support overhead, and more agile customer engagements. We’ve also simplified our partner portal experience, making
it easier for partners to access sales tools, marketing assets, and training modules. Everything is designed to be intuitive and self- service, allowing partners to find what they need without needing to jump through hoops. Tis is especially important for smaller partners or those operating in fast-paced environments where time- to-value is critical.
How does Freshworks support partners in differentiating themselves? We’ve introduced tiered engagement options – sales consultant, authorised reseller, premier reseller, and service delivery partner – so partners can choose how they go to market with us. We also offer role-based training, product certifications, joint marketing funds, and opportunities to co-sell and co-brand. For service delivery partners, we’ve added technical onboarding and a refreshed sponsorship model to drive joint wins across segments and geographies. We examine key metrics, including partner onboarding time,
certification completion rates, deal conversion rates, and customer satisfaction scores. We’re seeing that partners who embrace Freshworks’ simpler, value-driven approach are achieving faster ramp times, closing more deals, and building stickier customer relationships. Tis directly correlates with product usability and our low-code/no-code environment, which enables partners to take their solutions to market confidently. Differentiation also stems from our ability to deliver vertical-
specific solutions. Many of our partners specialise in industries such as healthcare, financial services, or government, and we support them with tailored messaging, use cases, and solution bundles. Tis enables them to speak directly to the needs of their customers and position Freshworks as a strategic enabler rather than just a soſtware vendor. We also encourage innovation through our Marketplace, where
partners can publish their own apps and integrations. Tis not only creates new revenue streams but also allows partners to showcase their unique capabilities and thought leadership. It’s a win-win for both the partner and the customer.
What initiatives has Freshworks introduced to streamline onboarding, training, and access to marketing resources for partners? Our Partner Academy delivers comprehensive role-based enablement and certifications. We’ve expanded our onboarding tools and offer technical training in collaboration with our Professional Services team. Freshworks also ensures partners have everything they need to be successful from day one – from sales tools, marketing development funds, and co-branded campaign assets.
www.pcr-online.biz We’re seeing a shiſt from transactional models to more
strategic, long-term partnerships. SaaS companies now want partners who can deliver services, own customer success, and bring domain expertise to the table. Tere’s also growing demand for partner ecosystems that are flexible and aligned with modern buyer expectations – exactly what Freshworks’ Global Partner programme is designed to support. AI is a massive opportunity for channel partners. With
generative and agentic AI solutions like Freshworks’ Freddy AI Agent, Copilot and Insights, partners can help deliver smarter, faster, and more personalised experiences to our customers. Channel partners play a crucial role in ensuring that Freshworks customers maximise their return on investment and usage from the services they have invested in. We’ve also introduced a partner concierge service for high-
potential partners, offering white-glove onboarding and strategic planning support. Tis includes joint business planning, quarterly reviews, and access to executive sponsors. It’s part of our commitment to building deep, trust-based relationships that go beyond the transactional. Marketing enablement is another key focus. We provide
partners with ready-to-use campaign kits, digital assets, and event support to help them generate demand and build a pipeline. Our MDF programme is designed to be flexible and responsive, enabling partners to invest in activities that best align with their market and business model.
What does the future of channel partnerships look like for Freshworks? Global expansion requires navigating market-specific regulations, customer expectations, and partner maturity. We’ve tackled this by enhancing regional support, offering flexible partner tiers, and equipping partners with localised training and go-to-market resources. Our people-first approach ensures we meet partners where they are and grow with them, not just through them. I’ve been speaking with partners during Freshworks’ flagship
customer event, Refresh Europe, in London, and the consensus is that the future is about joint value creation, where SaaS vendors and partners act as co-innovators. We expect more demand for service-led partnerships, embedded AI capabilities, and verticalised solutions. Te winners will be those who prioritise agility, shared success metrics, and a frictionless partner experience – everything our Global Partner programme is built to deliver. We’re also seeing increased interest in sustainability and social
impact initiatives. Partners want to align with vendors who share their values and can help them make a positive difference. Freshworks is committed to responsible development and inclusive growth, and we’re working with our partners to embed these principles into our joint go-to-market strategies. Ultimately, our vision is to create a partner ecosystem that’s
as dynamic and customer-centric as the markets we serve. Tat means continuing to invest in simplicity, flexibility, and shared success – and ensuring that every partner, regardless of size or geography, has the tools and support they need to thrive.
July/August 2025 | 19
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