Scaling to enterprise (adding brand/integration and co-selling partners) – Workspan, AppDirect, Crossbeam, Allbound…
** If you are not interested in cookie-based ‘affiliate’ tracking links in your program (there are good reasons why not to bother with these as Sunir mentions), and you are on a tight budget for this program, check out our Airtable PRM – it’s very simple, but has what you need to get the job done: https://airtable.com/embed/shrW96BNcmE87rBBx?backgroundColor=purple Password: partnerprograms
Questionnaire for your team while interviewing PRM
Do you handle referral links / affiliates?
Do you handle payouts?
Do you handle Global jurisdictions? If so, which do you NOT support?
Are there any localization options for partners in non-English countries?
Do you have a mobile app (ios and/or Android)?
Do you have a CMS – for partner pages and portal?
Do you provide affiliate landing pages over links?
Do you support tiered commissions?
Do you support multiple types of resellers (affiliates only vs resellers)?
Do you support recurring options for payouts (i.e. lifetime vs 1 year only)?
Do you have an anchor reseller community/network? If so, which?
Do you handle refunds to the partners and end customers? And, do you have some level of Affiliate Fraud?
Does your tool de-conflict ownership of the referral to prevent channel conflict?
Do you offer your partners visibility in the sales pipeline for their referrals in your UI?
Do you allow your customers to email their partners as a blast? If so, can you do individual or segmented blasts (i.e. can I email all of my partners in India but not those in the US)?
Do you support reselling (billing and provisioning, support ticketing)?
Do you integrate with any support or chat tools (i.e. Zendesk, Intercom…)?
Circles are our way of describing the relationships found in partnership ecosystems where a consultant and/or agency is partnered with both your tech and a product you sell well with (possibly also natively integrated to). This video will explain the strategy on finding those circles within your ecosystem.
Partner teams are often left dependent on sales/marketing for data and a lead process. This system is meant to be powered by the partner team to ensure they can scale without needing to rely on sales for data and leads.
From my interviews and experiences, I’ve learned the main criteria that needs to surround the partner ecosystem for it to be successful, even necessary, earlier on. Those criteria are described in this article on partnerships success/