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Partnerships & Channels

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Partnerships & Channels Insights

Partnerships and channels amplify reach and credibility when entering SEA. We outline how to qualify and structure deals with telcos, distributors, marketplaces, and ISVs—including incentives, MDF, and joint pipelines. You’ll learn onboarding playbooks, co-marketing cadences, and governance models that keep partners active and accountable. We also flag pitfalls such as exclusivity traps, misaligned economics, and idle logos. Use these resources to turn partnerships into a durable revenue engine.

Related topics
B2B Sales Strategy B2C Customer Acquisition Pricing & Localization Enterprise Sales Playbooks
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FAQs: Partnerships & Channels

SEA is a relationship-driven region where local credibility determines success. Partnerships with telcos, banks, marketplaces, or government agencies give foreign companies instant trust and access to distribution networks. For example, fintech startups often partner with local banks to meet regulatory requirements, while SaaS companies bundle with telcos to tap into SME bases.

  • Telcos & ISPs → SaaS bundling, subscription services.

  • Marketplaces → Product distribution via Shopee, Lazada, Tokopedia.

  • Banks & fintechs → Payment integration and co-marketing.

  • Industry associations → Access to B2B leads and government support.
    The right partner depends on industry vertical and expansion stage.

Criteria include:

  • Market reach (customer base, active users).

  • Reputation & compliance record.

  • Cultural alignment — some partners prioritize long-term trust over quick wins.

  • Commercial terms — revenue share, exclusivity clauses, and co-branding.
    Due diligence is critical; weak partners can damage brand reputation.

  • Over-reliance on a single partner for distribution.

  • Poor alignment on goals (e.g., partner focusing on volume vs brand focusing on quality).

  • Weak contractual protection around IP and customer data.

  • Lack of local relationship management, leading to disengagement.

They adopt a hub-and-spoke model: regional HQ negotiates frameworks, while local teams customize execution. For example, a global SaaS may sign a pan-ASEAN deal with a telco group (like Singtel or AIS), then adapt packages country by country.

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