Surfe is a sales intelligence platform on a mission to turn every sales rep into a top performer. Initially known for its LinkedIn-CRM connection capabilities, Surfe is evolving into a full-fledged platform that enriches prospect data, integrates intent signals, and streamlines outreach from one place.

Their goal? Equip sales teams with the insights they need to close prospects faster and smarter.

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When Marta El Bay joined Surfe as the first Partnerships Manager in April 2023, she inherited a basic affiliate setup powered by FirstPromoter. There was no actual partner program in place; there were just scattered referrals and little structure. As Marta set out to design a multi-tiered program to include affiliates, resellers, and service providers, she quickly hit the limitations of her existing tool.

Trust was difficult to build without clear visibility into partner-driven revenue or deal progress. Partners frequently asked for updates, invoices, or deal clarity, none of which could be easily provided.

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Recognizing the need for a platform that could support their vision, Surfe transitioned to Kiflo. The move unlocked structured partner tiers, deal visibility, and a seamless experience for both partners and the internal team.

Marta led the implementation, relying on her prior experience with Kiflo and collaborating closely with Surfe’s developer and Kiflo’s CTO and CEO for custom API integrations. Within just one month, the core setup was completed, connecting HubSpot and Stripe and even feeding data to BigQuery through Kiflo's API.

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Full Deal Visibility: With Kiflo's pipeline view, both internal teams and partners gained clarity. The bidirectional integration with HubSpot means deal stages now update automatically based on sales signals, such as trials, conversions, or inactivity.

Since implementing Kiflo, the number of leads submitted by partners has increased by 33%, giving Surfe a much broader and more actionable pipeline.

Native Integrations That Work: Thanks to intuitive integrations with HubSpot and Stripe, partners can track every transaction, while Marta can oversee everything from one place.

This centralized tracking also helped Surfe grow partner-sourced revenue from just 1% to 15% within a year, proving the tangible impact of a more connected system.

Transparent Payouts: Kiflo streamlined the entire reward system. Partners see their earnings clearly, download invoices easily, and trust the data they see—no more guesswork or second-guessing. The transparency boosted partner satisfaction and trust, strengthening long-term engagement.

Scalable & Customizable: From simple referrals to complex resellers, Surfe can now manage different partner types in one unified platform. Adding workflows or partner segments is as simple as tweaking the existing setup.

What began as an ad-hoc affiliate system is now a transparent, scalable partner program aligned with Surfe’s growth trajectory. With Kiflo, Marta built a program where every partner, from a casual referrer to a full-service reseller, can track their impact and feel valued doing it.

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