A Partner Program facilitates the collaboration between two or more companies that may include elements such as partner tiers, marketing and sales support (like access to a partner portal), technical support, commissions, incentives and rewards, and collaboration and networking opportunities. It is typically established to achieve common goals and can involve sharing resources, expertise, and information, as well as coordinating activities to improve efficiency and competitiveness. There are different type of partner program for different partner type, such as reseller program, referral program, etc.
Types of Partner Programs
Partner Program Types by Model
Different partner program structures for different partnership models
| Comparison | Program Type | Partner Role | Compensation Model | Management Complexity |
|---|---|---|---|---|
| Referral Program | Introduce qualified leads | Fixed or % commission per deal | Low | |
| Affiliate Program | Drive traffic and conversions | Commission per sale/signup | Low | |
| Reseller Program | Sell and support product | Margin on wholesale price | High | |
| MSP Program | Sell, implement, support | Margin + services revenue | High | |
| Technology Partner Program | Integrate and co-market | Revenue share or co-selling | Medium | |
| Agency/SI Program | Implement and customize | Services fees + referral bonus | Medium |
Common Partner Program Challenges
Related Concepts
- Channel Partner - Partners who sell your products
- Partner Portal - Central hub for partner resources
- Partner Tiers - Leveled program structures
- Deal Registration - Protects partner opportunities
- Ideal Partner Profile - Defining your target partners
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