SADA Bolsters SaaS Alliance Program With New Benefits, Partners

The year-old initiative now features more opportunities — and significant growth, the MSP says.

Kelly Teal, Contributing Editor

March 22, 2022

4 Min Read
Cloud Agreement

SADA has added new benefits and partners to its year-old SaaS Alliance Program.

The Google Cloud-only managed services provider launched the initiative a little more than a year ago, aiming to give SaaS companies and independent software vendors a leg up in a competitive market. The SaaS Alliance Program helps members find sales leads, close deals, generate awareness and work with Google Cloud. More specifically, the program assigns an account manager to each member, offers around-the-clock support, co-branded marketing materials, guest appearances on Sada’s podcast, sales enablement sessions and collateral, co-selling help and lead generation.

On Tuesday, SADA said it has further beefed up the SaaS Alliance Program with three new capabilities.

Here’s our most recent list of important channel-program changes you should know.

The first is the company’s Google Cloud Marketplace integration services. This is composed of SADA employees who are dedicated to helping partners work on the Google Cloud Marketplace. The Google Cloud Marketplace is similar to the AWS Marketplace or Microsoft Azure Marketplace, where developers, ISVs and other cloud partners make business-centric apps available for organizations.

Next up, SADA has a new Alliance Leadership Community. This essentially acts as a networking forum. It lets partners interact with one another, exchange community connections and, overall, expand their businesses.

Finally, the company is bringing more SaaS Alliance Partners into the events and speaking opportunities it attends, nationally, regionally and virtually.


SADA’s Tony Safoian

“We know the market is competitive for SaaS companies,” Tony Safoian, SADA CEO, told Channel Futures. “We’re deeply embedded with our customers on a daily basis and built this program after listening to the industry’s evolving needs. The SaaS Alliance Program is aimed at helping them solve their most challenging problems — growing their business and scaling faster.”

Hard Work Pays Off

SADA’s efforts have been paying off. Over the past year, the SaaS Alliance Program has grown more than 350%, the MSP said. The company also has hired more employees to support the increased demand for its professional services.

New SaaS Alliance Program members include Authentic8, IronClad, LumApps, MariaDB, Rollbar, Teradata, Thentia Cloud and TigerGraph, among others.

For LumApps, in particular, SADA’s initiative serves ISVs in a way that other cloud firms do not.


LumApps’ Noam Ktalav

“SADA’s SaaS Alliance Program recognizes the value of ISVs and gives them a degree of attention that they wouldn’t receive otherwise,” said Noam Ktalav, vice president of channel at LumApps. “The fact that Sada has a program that puts the ISVs into focus, and does so with the right, systematic approach, differentiates them from other Google resellers.”

Franz Aman, chief marketing officer at MariaDB, agreed.


MariaDB’s Franz Aman

“From a co-marketing and co-selling perspective, we’ve had many joint success stories,” Aman said. “Thanks to our … partnership, their SaaS Alliance Program was key to helping the growth of our SkySQL product.”

For Safoian, LumApps’ and MariaDB’s experiences reflect much of the reason why SADA started the SaaS Alliance Program.

“We are always mapping back to our ‘north star’ of providing incredible value to our customers,” Safoian said. “Through the program, members have access to unparalleled resources and capabilities, not only from a technology perspective, but on the business side through strategy, co-marketing and co-selling. We’ve built a strong ecosystem of partners who are on the frontlines of providing SaaS solutions to enterprises, and we guarantee they can do so with greater speed, impact and confidence. We’re excited to see what our SaaS customers achieve as they harness the true power of Google Cloud and propel their business forward.”

Why Just Google Cloud?

SADA went Google Cloud-only in 2019 after divesting its Microsoft assets.

“As I looked at the next five years, there were a couple of different paths we could have chosen,” Safoian told Channel Futures at the Google Cloud Next 2019 conference. “One was to diversify and become truly agnostic and maybe pick up other cloud providers; or the other path, which we felt was more up our alley and more to our natural strengths, [was] … to partner even closer with one, and we picked Google Cloud.”

SADA ranks as a Google Cloud Premium Partner, the highest partnership tier Google offers.

We named Safoian a Channel Futures Channel Influencer for 2022.

Want to contact the author directly about this story? Have ideas for a follow-up article? Email Kelly Teal or connect with her on LinkedIn.


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About the Author(s)

Kelly Teal

Contributing Editor, Channel Futures

Kelly Teal has more than 20 years’ experience as a journalist, editor and analyst, with longtime expertise in the indirect channel. She worked on the Channel Partners magazine staff for 11 years. Kelly now is principal of Kreativ Energy LLC.

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