Snapshot Box:
- Client: CloudWorks Analytics
- Sector: B2B SaaS (Supply Chain Analytics)
- Target Market: Nigeria & Kenya
- Service Used: Market Entry & Expansion + Distributor & Partner Development
- Headline Result: 2 channel partners signed; 18 qualified enterprise leads in 90 days
- Timeline: 12 weeks
The Challenge for
CloudWorks Analytics
CloudWorks had strong traction in Europe but no African presence. They wanted to enter Nigeria and Kenya but had no local relationships, no understanding of enterprise procurement cycles, and no clear channel strategy. They were considering a direct sales model but lacked the on-ground sales capacity to make it work.
What We Did:
Understand
Mapped the enterprise buyer universe for supply chain software in Lagos, Abuja, Nairobi, and Mombasa, targeting manufacturers, logistics companies, and large distributors.
Validate
Ran a demand-testing campaign to assess interest in a supply chain analytics solution. Simultaneously interviewed potential channel partners (IT consultancies, ERP resellers, and systems integrators) in both markets.
Connect
Identified two partners with existing enterprise relationships and the technical capability to resell and support the software.
Execute
Negotiated partner agreements with a 6-month trial structure, including joint pipeline reviews and Factory 23 deployment for activity tracking.
The Data
- 280
- Accounts Contacted
- 52
- Responses
- 18
- Qualified Opportunities
The 18 qualified opportunities were enterprise buyers with active supply chain digitisation budgets. Channel partner candidates: 9 screened → 3 shortlisted → 2 signed. First 90 days post-signing: Partner 1 (Nigeria) logged 14 client meetings and Partner 2 (Kenya) logged 11, with a combined pipeline value of $340,000.
The Outcome:
CloudWorks entered Nigeria and Kenya through a channel model rather than direct sales. Both partners are now actively selling, with pipeline visibility through Factory 23. The client avoided the cost of hiring direct sales staff and gained immediate market access through partners with existing relationships.