Partner Program

A structured system for managing partner relationships and activities. Includes tiers, benefits, expectations, tools, and goals to drive mutual success.
Explanation:

A Partner Program is a structured system for managing and growing partner relationships. It defines how partners engage with your company by outlining tiers, benefits, expectations, tools, incentives, and shared goals. A well-designed partner program creates clear pathways for mutual success, helping partners drive value while expanding your reach, revenue, and market impact.

Key components of a Partner Program often include:

  • Tiers and Levels: Structured progression models (e.g., Silver, Gold, Platinum) that reward partners based on performance, specialization, and engagement.
  • Benefits and Incentives: Access to resources, marketing support, training, commissions, market development funds (MDF), and co-selling opportunities tied to participation and results.
  • Expectations and Requirements: Clearly defined performance standards, deal registration processes, certification goals, and engagement activities partners must meet.
  • Tools and Resources: Enablement platforms such as PRM systems, partner portals, sales and marketing toolkits, and lead management solutions.
  • Program Goals and KPIs: Shared targets such as pipeline contribution, partner-sourced revenue, activation rates, and customer retention metrics that measure the program’s success.

Partner Programs are critical across SaaS, technology, manufacturing, and service industries to build scalable ecosystems, empower trusted external advocates, and extend sales and service capabilities far beyond internal teams. A strong program creates win-win opportunities for both the company and its partners.

Example:
They revamped their partner program to include better enablement and a new co-marketing fund.

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