Key Players in The Partnerships Software Ecosystem

Key Players in The Partnerships Software Ecosystem

We comprised this breakdown of the partnerships ecosystem to give you an idea of how expansive it truly is – with everything from affiliate tracking to Through-Channel Marketing Automation. The ecosystem has many components all working together making it the most exciting thing in business development and marketing today (…in our opinion, of course).

You may be familiar with affiliate marketing or strategic partnerships, but there is much more to partnerships then you may think. Thankfully, there are many different types of tools out there to help you run an effective partnership program.

We comprised this breakdown of the partnerships ecosystem to give you an idea of how expansive it truly is – with everything from affiliate tracking to Through-Channel Marketing Automation. The ecosystem has many components all working together making it the most exciting thing in business development and marketing today (…in our opinion, of course).

Further, there are thought leaders in each area of partnerships creation and management. We’ve found a few we know and continue to learn from, but feel free to let us know if we missed anyone


First, let’s define the different types of partnerships. Typical business partnerships can fall into one of four categories: Reselling, Co-Selling, Affiliate, and Referral:

The 9 types of tools discussed below are all useful in helping your business effectively manage any of the following:

1. Partner Relationship Management (PRM)

PRM software helps you manage partners throughout their overall lifecycle. This tool can help you with recruiting and onboarding, training, communication, development, and co-selling and co-marketing.

Key Players:

Influencers:

2. Co-Selling

Co-selling is when channel partners are the primary distribution route for getting your product or service out to the market. These channel partners can be organizations or people that sell products or services on behalf of a SaaS provider.

Key Players:

Influencers:

3. Co-Marketing

Co-Marketing is when you work with your partners to create collateral and backlinks to showcase your product alongside your reseller or referral partners. Co-Marketing is essential for most B2B software. And thankfully, now there are tools we can lean on for support.

Key Players:

Influencers:

4. Revenue, Pricing, and Management

This is where pricing, revenue, and costs are managed. All commissions, rebates, and reporting is often handled using channel finance management software.

Key Players:

Influencers:

5. Through-Channel Marketing Automation

Through-channel marketing automation is a strategy for distributing advertising and marketing messages through a network of indirect partners. You can manage campaigns, social media content, leads, and more.

Key Players:

Influencers:

6. Channel Incentives and Program Management

The incentives for channel partners play a large role in making the partnership mutually beneficial. Channel incentives tools help you manage the distribution, tracking, and allocation of incentives to your channel partners.

Key Players:

Influencers:

7. Channel Data Management

Channel Data Management lets you collect the data from partners you need, including financial, incentive, and inventory data. This data can then be tracked and used to tweak your program, protect against fraud, and even generating artificial intelligence predictions.

Key Players:

Influencers:

8. Channel Enablement

Channel Enablement promotes developing your channel partners through educational materials, offering certifications, and offers partner portals.

Key Players:

Influencers:

9. Influencer Marketing

Influencer Marketing software helps companies find and build relationships with industry influencers. Influencers can be people with a large social media following that have a similar audience as your target, or they can be people of influence in your industry like popular authors or figures.

Key Players:

Influencers:

10. Referral Management

Referral Management software allows companies to promote and track the sales of their goods or services to their customer’s existing networks using referrals.

Key Players:

Influencers:


More great resources for tech companies

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