Business financials management vendor Sage engages partners through a channel program based on its core values of trust and partnership. Channel Insider spoke with Sage VP of US Partner Sales Nancy Sperry to learn how she approaches channel relationships, why Sage partners continue working with the company, and more.
‘Trust, Program, Product, Team’ philosophy: the foundation of Sperry’s channel strategy
Sage’s suite of solutions covers everything from HR, payroll, and accounting to specialized offerings for construction, real estate, and other verticals. When Sperry joined the team in 2024, the company was already working with channel partners to support shared SMB customers in various industries.
“I’m fortunate that our execs truly believe in the channel,” Sperry said. “When done well, the channel can drive outcomes that are greater than what any of the single organizations involved could do on their own.”
Sperry summarizes her overarching approach to building channel relationships with the “trust, program, product, team” philosophy, which outlines her key focus areas with any partner. These four areas combine to drive business forward for Sage and its partners.
The ‘team’ component also means Sperry sees her internal team at Sage and each partner as teams of skilled individuals who need to work together to deliver the best outcome for the ultimate focus: the success of the end customer.
“I need, and have, a strong team internally. But I also need partners with different teams who bring different expertise to the table,” Sperry said. “I think of it like a mosaic: when you have a strong channel, you build a beautiful mosaic of skills and verticals, and that’s how you build full market coverage.”
Open communication key to how Sage enables partners and customers
Sperry says that open communication and transparency are required of every Sage channel team member and partner to build trust.
“Trust is an ongoing thing. The solutions and the technology are absolutely necessary to build programs, but our partners have to trust us and we have to trust them,” Sperry said.
“What I need to do is look at my partners and have conversations with them.”
This communication feeds directly into how the Sage channel program and team engage with partners in every encounter. Sperry also encourages her team to work with partners at every level of growth to identify those just starting out with the products and those who might be ready to work with Sage to open new lines of business.
“Partners come with their own goals and models for what they want to achieve, and we need to work with them to drive those goals forward,” Sperry said. “And growth means different things to different partners.”
As Sperry says, most vendors identify two key goals with their partners: new customer acquisition and growth within the existing base. For Sperry, understanding how each partner wants to grow their own organizations is key to identifying opportunities to best support those partners in working with Sperry to achieve its goals.
That understanding also comes with an expectation that Sage will be transparent when goals and abilities aren’t aligned.
“Sometimes it’s okay to say, ‘well maybe this isn’t the right time or the right fit’ if a partner, for whatever reason, isn’t quite right for us and our solutions,” said Sperry.
Women in tech spotlight: the power of mentors
Sperry is one of many female channel executives. However, like most of the broader tech industry, the channel still has a long way to go on achieving gender parity in leadership positions on the partner or vendor side of the table.
“I have really leaned into being a woman in tech sales,” Sperry said. “I come into opportunities looking for the best outcome for Sage and our partners.”
In reflecting back on her journey, Sperry says mentorship and leadership from other sales leaders around her were key to her growth.
“A lot of my role models have been other women in sales throughout my career,” Sperry said. “Asking questions is a critically important of growing and understanding everything around you.”
Sperry works with multiple organizations focused on identifying and supporting the next generation of women working in tech and channel sales to address the lack of equity in the space. Sage also supports multiple non-profit causes through financial donations and enabling its employees to volunteer with local organizations throughout the year.
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