CIO Influence Interview with Laura Padilla, SVP of Global Channels & Alliances at Freshworks

Laura Padilla, SVP of Global Channels & Alliances at Freshworks, in this quick chat, highlights about the benefits of automation and self-service tools for channel partners, the people-first AI approach, leveraging AI to improve customer and employee experience, and more on today’s partner engagement models…

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Hi Laura. Could you share a bit about your journey in the tech industry? What excites you most about your role at Freshworks? What are you looking forward to in the evolving SaaS and AI landscape?

I’ve spent my career at the intersection of technology and partnerships, helping companies scale through the power of strong channel ecosystems. My journey started as an intern at Siemens Rolm, which sparked my interest in a career in technology, leading to leadership roles at Riverbed, Hewlett-Packard, Box, Nutanix, and Zoom. At Zoom, I built and led the channel strategy during one of the most transformative periods in enterprise communications, driving hypergrowth through the pandemic. 

Joining Freshworks in July 2024 was an exciting decision because of the company’s commitment to building uncomplicated, people-first AI solutions. The SaaS and AI landscape is evolving rapidly, and what excites me most is how AI is redefining the customer and partner experience. AI isn’t just automating processes, it’s empowering businesses to be more efficient, agile, and customer-centric. At Freshworks, we’re enabling partners to embrace AI-driven automation in a way that makes their businesses more profitable and impactful.

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Freshworks is known for its “people-first AI” approach. How does this philosophy translate into your channel and partner programs?

At Freshworks, we believe AI should augment human potential rather than replace it. This philosophy is deeply embedded in our channel and partner programs. We are equipping our partners with AI-powered tools that enhance their ability to sell, implement, and support Freshworks solutions. For instance, our AI-driven customer service and ITSM solutions enable partners to deliver faster, more personalized support to their clients. We’re also investing in AI-driven partner enablement, where partners can access intelligent insights, predictive analytics, and automation to streamline deal cycles and improve customer success. Our goal is to create an ecosystem where partners thrive by leveraging AI, not just to drive efficiencies, but to build stronger relationships with customers and differentiate themselves in the market.

With AI revolutionizing enterprise applications, how is Freshworks integrating AI into its partner strategy to enhance customer and employee experiences?

AI is no longer a ‘nice-to-have’; it’s a critical driver of business success. Freshworks embeds AI across our partner strategy in several ways.

• AI-powered solutions for partners – We are making it easier for partners to integrate Freshworks’ AI-driven tools, such as Freddy AI, into their offerings, helping businesses improve both customer (CX) and employee (EX) experiences.
• AI-enhanced customer success – Our AI capabilities empower partners to proactively address customer needs through predictive analytics and automated workflows, resulting in better retention and upsell opportunities.
• We also plan to use AI to build training and enablement for partners as well as help them sell more

By integrating AI into our partner ecosystem, we’re not just making our products smarter, we’re making our partners more competitive and valuable to their customers.

What role do automation and self-service tools play in empowering your channel partners?

Automation and self-service tools are game changers for our channel partners, enabling them to scale their operations more efficiently while maintaining a high level of service. We provide partners with AI-powered automation tools that streamline onboarding, deal registration, and customer support. Self-service portals equipped with intelligent search and AI-driven recommendations allow partners to access training, marketing assets, and technical resources on demand. We reduce manual workloads and give partners more control over their engagement with Freshworks, empowering them to focus on what they do best, driving customer success and business growth.

What challenges do SaaS vendors face in scaling global partnerships, and how is Freshworks addressing these hurdles?

Scaling global partnerships in SaaS presents several challenges, including localization and compliance, as different regions have unique regulatory and business requirements. Ensuring effective partner enablement at scale is another hurdle, as partners across diverse geographies require consistent training and support. Additionally, market differentiation is crucial in a crowded SaaS landscape, where aligning with partners’ business models can be complex. Freshworks tackle these challenges through localized AI-driven enablement programs, global partner support structures, and tailored go-to-market (GTM) strategies. Our approach ensures that partners can seamlessly integrate Freshworks solutions into their existing portfolios while maintaining compliance and market relevance.

Talk about the innovative partner engagement models emerging in the SaaS industry.

SaaS partnerships are evolving toward more flexible and value-driven engagement models, with key trends shaping the landscape. Consumption-based partnerships are replacing rigid licensing models, allowing partners to adopt usage-based pricing structures that better align with customer needs. AI-enabled co-selling is also transforming partner collaboration by automating lead qualification, partner matching, and sales enablement. Additionally, service-led models are gaining traction as partners move beyond traditional reselling to offer high-value services such as AI consulting and workflow automation. We are embracing these shifts at Freshworks by equipping partners with AI-driven insights, flexible pricing options, and advanced co-sell capabilities, ensuring they remain competitive and aligned with the evolving market.

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In the end, share your thoughts on the impact of AI-driven automation on the future of SaaS partnerships.

AI-driven automation is redefining SaaS partnerships in profound ways. It’s not just about efficiency, it’s about transforming how businesses engage with customers and drive value. For partners, AI is reducing friction in sales cycles, enhancing customer support, enabling quicker service delivery and unlocking new revenue streams through predictive analytics and automated workflows. Over the next few years, AI will continue to evolve from a supporting technology to a fundamental pillar of how SaaS companies and their partners operate. The future of SaaS partnerships will be defined by those who embrace AI as a catalyst for smarter, more customer-centric business models.

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