Channel Strategy — Beacon Analytics Go-to-Market

Company / product: Beacon Analytics (B2B SaaS — embedded reporting for mid-market software vendors) Owner: Priya Nair, VP Revenue Date: 8 May 2026 Review date: 8 May 2027

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1. Objectives

Reach $3.2M in new annual recurring revenue across North America and the UK within 12 months, while keeping blended customer acquisition cost below 12 months of contract value. We currently rely entirely on direct sales and are leaving mid-market and long-tail demand untapped.

• Primary objective: $3.2M new ARR, 60% from existing motions and 40% from new channels.
• Constraints: No more than four new sales hires this year; gross margin must stay above 75%.
• What success looks like in 12 months: Two repeatable, profitable channels beyond direct, with a functioning partner programme producing at least 25% of new logos.

2. Target segments

Segment	Who they are	How they buy	Priority
Mid-market vendors	50-300 staff software companies	Sales-led, 4-8 week cycle	High
Smaller vendors	<50 staff, founder-led	Self-serve, fast	High
Enterprise platforms	1,000+ staff	Procurement-led, via existing tech partners	Medium

3. Channel options

Channel	Fit	Economics	Effort
Direct sales	High	~35% of first-year revenue; strong LTV	Already built
Self-serve / product-led	High	Very low CAC; smaller deals	Medium — needs in-app onboarding
Resellers / VARs	Low	25-30% margin given up; weak technical fit	High
Referral partners (agencies)	High	15% referral fee; partners already trusted	Low-Medium
Cloud marketplace	Medium	15% platform fee; faster enterprise procurement	Medium

4. Prioritisation

• Invest now: Direct sales (mid-market) plus a referral programme with implementation agencies — both fit our buyers, and the referral fee is far cheaper than carrying full acquisition cost.
• Pilot / test: Self-serve for smaller vendors. Success bar: 30 self-serve sign-ups convert to paid in the first quarter at sub-$200 CAC.
• Defer: Resellers / VARs. The technical sale is too involved to hand off, and the margin give-up is not justified yet. We will revisit if the product becomes more standardised.
• Sequencing: Launch the referral programme and self-serve pilot in parallel in Q1; add a cloud marketplace listing in Q3 once enterprise demand via procurement is validated.

5. Partner & enablement plan

• Recruitment: Target 8-10 implementation agencies who already deploy adjacent reporting tools; lead with the referral fee and a co-marketing offer.
• Onboarding & training: Half-day certification plus a sandbox account; ramp expectation of first referral within 45 days.
• Enablement assets: Partner one-pager, demo environment, an ROI calculator, and a shared deal-tracking sheet evolving into a portal in H2.
• Incentives & margin: 15% referral fee on first-year contract value, paid on close; deal registration to protect the partner from our direct team.
• Conflict management: Any account a registered partner sources is theirs for 90 days; our direct list price is never undercut on our own site.

6. Metrics

Channel	Owner	Key metric	Target
Direct (mid-market)	Priya Nair	New ARR	$1.9M
Referral partners	Tom Adeyemi	Partner-sourced logos	25% of new logos
Self-serve pilot	Lena Costa	Paid conversions at sub-$200 CAC	30 in Q1
Cloud marketplace	Priya Nair	Enterprise pipeline via marketplace	$400K by Q4

Review cadence: Monthly channel review; full strategy review in May 2027.