Coupa’s 3 Special Forces Teams (Part 2: Alliances + Business Development)

Some of the secrets of Coupa’s continued growth even as it maintains the “Rule of 40” well into the hundreds of millions of dollars of annual revenue — largely through organic development but also through the sale of additional capabilities gained via acquisition — are three quiet teams operating in the shadows behind the product/solution, R&D and sales functions.

It uses these areas to great effect to collectively win individual battles against competitors. These teams are effectively “special forces” groups that have leverage far beyond their individual ability to contribute alone (but would not be successful without the broader Coupa arsenal that they’re supporting). Other vendors may have one of these weapons individually. Or on paper. But collectively Coupa is the only one that combines them to great effect as it moves its chess pieces around the tactical and strategic board.

This Spend Matters PRO brief provides a unique take on these groups from the perspective of a long-time industry insider who has seen them put to use effectively from a rare vantage point. Today we continue our look by exploring the second of Coupa’s special forces teams —  alliances/business development. (Click here for our analysis of Coupa’s corporate development function.)

Our analysis today begins by defining what alliances/business development functions do (and not do) for enterprise software / SaaS / cloud companies. Then we provide the details behind Coupa’s partner programs (including types, tiers, named partners, etc.). And finally we explore how Coupa leverages this area in ways that disproportionately benefit its broader operations.

Jason Busch serves as Managing Director of Spend Matters Nexus, a membership, research and advisory organization serving technology acquirers (private equity, corporate development, etc.) and CEOs. The views expressed in this research brief are his and do not necessarily reflect that of the Spend Matters analyst team.

Research note: This brief is based on extensive primary research. Beyond already available public information, no data or insights were provided by Coupa. However, a fact-check was provided to Coupa for informational purposes to ensure accuracy.