Copper Launches, Scales Its Channel Program Across 100 Countries

Copper goes from zero to more than 50 resellers in two years.

Customer Hero


When Michael Benayoun became the Director of Channel Sales at Copper, the company didn’t have an essential element to drive growth and tap into new verticals and segments: a channel program. “Up to that point, the company was focused on direct sales,” says Benayoun. “My job was to create a global channel program that would extend our reach to mid-market customers around the world.”

While Benayoun was no stranger to running channel programs—he previously helped build the channel program at Backupify—he had his work cut out for him, with aggressive targets and expectations. It was fortunate that he already knew that one of the secrets to success was automating partner and channel management. “I knew that we needed a reseller management solution right from the start and that it didn’t make sense to build it ourselves,” says Benayoun. “Without automation, we wouldn’t be able to scale at the rate we want to grow the channel business.”

Customer Challenge


To launch and scale its channel program, Copper chose AppDirect’s AppReseller solution based on its ease of use and strong focus on reseller management. “While we did our due diligence on solutions in the market, AppDirect was the only vendor committed to providing what we needed for robust reseller management and automation,” says Benayoun.


Copper has built a strong channel program, with 50 resellers covering more than 100 countries on board. Together, these resellers already contribute nine percent of net-new monthly recurring revenue (MRR) for the company—with ample room to grow.

Copper’s partnership with AppDirect is prospering as well. “We like working with AppDirect for the same reason that our customers like working with us,” says Benayoun. “It’s a demonstrated commitment and passion for the product and the ability to influence the product roadmap based on our vision.”

Customer Quote

“Any company serious about the channel should have a way for partners to easily interact with it. AppDirect helps us achieve that.”

Michael Benayoun, Director of Channel Sales

How ISVs Partner with AppDirect

  • Building a Software Ecosystem

    To succeed in the digital economy, independent software vendors (ISVs) are driving innovation and revenue by creating developer ecosystems that give developers a clear path to monetization.

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  • Automate Reseller Management

    Eliminate manual processes, and build a scalable reseller program through an automated platform.


  • Expand Partnership Strategy 

    Showcase and generate referrals for third-party services that complement your solutions.


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