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Cloud-based business automation provider Azuqua has rolled out its first official partner program designed to deliver application-integration capabilities to SaaS companies and their customers.

The Azuqua Connect Partner Program allows partners to design, build and deploy tailored integration offerings for their customers and connect to hundreds of enterprise applications “without the need to manage virtual machines, constantly monitor logs, build customer error handling, manage updates to third-party APIs and more,” the company said. Partners get access to their own dashboard where they can provision new customers, see a roll-up view of usage metrics and monitor the health of integrations by each customer.

They also retain ownership of contracting, billing and invoicing.

Azuqua’s Dan Kogan

Dan Kogan, Azuqua’s chief marketing officer, tells Channel Partners that his company has worked closely with partners since its founding, but “this is the first time we’ve formalized the program and offerings that have been born out of what we’ve worked out for partners on an individual basis.” Demand from partners and their customers drove the need for the program, he said.

“The proliferation and broad adoption of best-of-breed SaaS applications has created a serious pain point for the end users of our partners’ applications,” he said. “Addressing their customer’s pains while keeping up with the growing list of integration requirements created the need for a more scalable offering than just throwing more developers at the problem for our partners and other SaaS ISVs in the market.”

The program targets SaaS ISVs that need their applications to “work well with others in their customers’ ecosystems,” Kogan said.

“As an example, our partner, Zendesk, often needs the data in their application to be in sync with their customer’s customer relationship management (CRM) tools so sales and support are always on the same page when it comes to giving their customers the best possible experience,” he said. “With Azuqua, they’re able to give their customers the connectivity they need to other key applications while accounting for all of the customizations and tailored business processes that their individual customers have. ”

Partners are able to “own their customer’s experience and deliver on their needs without pointing their customers to a third party or forc[ing] them to solve the problem on their own,” Kogan said.

“They also now get visibility into the applications their customers are using in conjunction with their own and the types of scenarios they’re addressing with their tool; these kinds of insights are invaluable in designing the best possible product experience,” he said.

In addition to Zendesk, Adobe, Allocadia, Widen, Workfront and dozens of other SaaS companies already partner with Azuqua.

“Integrating Workfront with numerous enterprise applications is critical to our customers’ success, which is why we partnered with Azuqua to rapidly extend the integration capabilities made available to our customers,” said Steven ZoBell, Workfront’s chief product and technology officer. “We did an extensive evaluation of more than five integration technology vendors when considering partners for extending our integration capabilities and found Azuqua delivered the best combination of enterprise-grade product capabilities, intuitive end-user experience, deployment flexibility, connectivity options to key applications and product-team responsiveness.”

Azuqua also offers a referral program for partners that do not want to manage integration solutions on behalf of their customers. Alternatively, partners can provide customers with direct access to the platform where they can use Azuqua’s no-code visual designer to build and maintain their own custom integrations.