ave you ever been puzzled by a term during a crucial partnership discussion? You’re not alone. The world of partnerships is rich with specific jargon that can sometimes be perplexing.
That’s why we’ve made this glossary to bridge this gap.
This resource is designed to demystify the buzzwords and acronyms channel partners and partnership professionals use every day.
Whether you’re preparing for a training session or gearing up for your next webinar, our glossary is your go-to resource for clarity and confidence in your partnership conversations.
A
Account Mapping
The process of identifying and matching customer accounts with the corresponding accounts of a partner organization to find mutual opportunities and align sales strategies.
Example: After signing the partnership agreement, Company A and Company B engaged in account mapping to identify common customers and align their sales efforts.
Activation
The process of encouraging partners to become more engaged and proactive in a partnership by providing them with the necessary resources, tools, and support.
Example: To increase partner engagement, the company implemented a new activation program that included comprehensive training, marketing resources, and dedicated support.
Affiliate Link
A unique URL provided by an affiliate program to track the referrals made by an affiliate partner.
Example: John, an affiliate partner of Company X, shared his affiliate link on his blog to track the visitors he referred to the company’s website.
Affiliate Marketing
A performance-based marketing strategy where a business rewards one or more affiliates for each visitor or customer brought by the affiliate’s own marketing efforts.
Example: Company Y launched an affiliate marketing program to incentivize bloggers and influencers to promote their products and drive traffic to their website.
Affiliate Partner
An individual or organization that promotes the products or services of another company in exchange for a commission or other rewards.
Example: Sarah became an affiliate partner of Company Z and started promoting their software on her website in exchange for a commission on each sale made through her referral link.
Agency Partner
An agency that collaborates with a company to provide specialized services such as marketing, advertising, or consulting.
Example: Company X formed a strategic alliance with a marketing agency partner to enhance its online presence and reach a broader audience.
Alliance
A formal agreement between two or more organizations to collaborate and achieve common goals. This term is used interchangeably with Partnership but often implies a higher priority partner.
Example: Company A and Company B formed an alliance to develop a new product that leverages the strengths of both organizations.
Attribution
The process of assigning credit to the various marketing channels or partners that contributed to a lead, conversion, or sale.
Example: The marketing team used advanced attribution modeling to understand the impact of each marketing channel and partner on the customer’s journey.
AWS Marketplace
A digital catalog that allows AWS customers to find, test, buy, and deploy software and services that run on Amazon Web Services (AWS). It features a variety of commercial and open-source offerings from independent software vendors to help users build solutions and run their businesses.
Example: Company X wanted to deploy a data analytics tool on their AWS infrastructure quickly. They browsed the AWS Marketplace, found a highly-rated solution, and seamlessly integrated it into their existing AWS environment, streamlining their data analysis process.
B
C
Channel Partnerships
Strategic collaborations between companies and intermediaries like resellers, distributors, and agents to increase sales and expand market reach.
Example: Company X developed channel partnerships with several distributors to increase its product availability in new regions.
Channel Sales
The process of distributing a product or service through a network of intermediaries, such as distributors, resellers, or agents, rather than selling directly to the end customer.
Example: Company Y adopted a channel sales strategy to leverage the existing networks and relationships of its partners to reach a broader audience.
Churn
The rate at which customers or partners stop doing business with a company over a specific period.
Example: The company implemented new customer retention strategies to reduce its churn rate and increase customer loyalty.
Co-marketing
A collaborative marketing strategy where two or more companies work together to promote each other’s products or services to a shared audience.
Example: Company A and Company B engaged in a co-marketing campaign to leverage each other’s audience and increase brand awareness.
Co-selling
A collaborative sales approach where two or more companies work together to sell their complementary products or services to the same customer.
Example: Company X and Company Y engaged in co-selling to offer a bundled solution that meets the comprehensive needs of their customers.
Commission Rate
The percentage or amount of money paid to an affiliate, agent, or salesperson for each sale made or lead generated.
Example: The affiliate program offers a 10% commission rate for each sale made through the affiliate’s referral link.
Content Marketing Partnership
A collaboration between two or more companies to create and promote content that benefits both parties’ target audiences.
Example: Company A and Company B formed a content marketing partnership to develop a series of webinars that address the common challenges their target customers face.
D
Deal Registration
A process in which a partner registers a sales opportunity with a vendor, usually to secure exclusive rights to sell a particular deal and receive special pricing or support.
Example: The reseller registered the deal with the vendor to secure exclusive rights to sell the solution to a key customer.
Direct Channel
A sales channel where a company sells its products or services directly to the end customer without the involvement of intermediaries.
Example: Company X sells its software directly to customers through its website, an example of a direct channel.
Distributor
An intermediary that buys products from a manufacturer or wholesaler and sells them to retailers or end customers.
Example: Company Z appointed a national distributor to manage the distribution of its products to retailers across the country.
E
Ecosystem Qualified Lead (EQL)
A lead generated through the efforts of a partner ecosystem and met specific qualification criteria.
Example: The partnership with Company A generated several ecosystem-qualified leads that met the requirements for high-potential customers.
Ecosystem-led Growth
A growth strategy that leverages a network of partners, collaborators, and stakeholders to create value and drive business expansion.
Example: Company X adopted an ecosystem-led growth strategy to leverage the strengths of its partners and create new value propositions for its customers.
Equity
Ownership interest in a company, usually in the form of shares of stock.
Example: The startup offered equity to its early employees as an incentive to join the company and contribute to its growth.
F
Firmographics
Characteristics of organizations used for market segmentation and targeting, such as industry, size, location, and revenue.
Example: The marketing team used firmographics to identify potential B2B customers in the technology industry with annual revenues over $10 million.
Flat Reward or Flat Commission
A fixed amount of money paid to an affiliate, agent, or salesperson for each sale made or lead generated, regardless of the value of the transaction.
Example: The affiliate program offers a flat reward of $50 for each new customer referred, regardless of the value of their purchase.
G
Go-to-Ecosystem
A network of partners, collaborators, and stakeholders that a company leverages to create value, drive growth, and serve its customers.
Example: Company X developed a go-to-ecosystem strategy to collaborate with partners, suppliers, and customers to create innovative solutions and drive business growth.
Go-to-Market
A strategy that outlines how a company will sell its products or services to customers, including the sales channels, marketing activities, and partnerships required to reach the target market.
Example: Company Y developed a comprehensive go-to-market strategy to launch its new product, including targeted marketing campaigns, strategic partnerships, and a dedicated sales team.
Google Cloud Marketplace
An online store that offers cloud-based applications, services, and APIs provided by Google and its technology partners.
Example: Company Z listed its application on the Google Cloud Marketplace to make it available to a broader audience of cloud users.
Groups (in PartnerStack’s software)
A feature in PartnerStack’s software that allows companies to organize their partners into different groups based on criteria such as region, product, or partner type.
Example: Company X used the Groups feature in PartnerStack’s software to organize its partners by region and customize its partner programs for each group.
H
Hyperscaler
A large technology company that provides infrastructure and platform services at scale, such as cloud computing, storage, and networking.
Example: Company X partnered with a hyperscaler to leverage its cloud infrastructure and scale its application to serve a global audience.
I
Ideal Partner Profile (IPP)
A detailed description of the characteristics, capabilities, and qualities that make a company or individual an ideal partner for a specific business or initiative.
Example: Company Z developed a perfect partner profile to identify and target potential partners that align with its strategic goals and capabilities.
Inactive Partner
A partner that is not actively engaged in a partnership, usually due to a lack of activity, interest, or alignment with the partnership goals.
Example: Company X implemented a partner engagement program to reactivate inactive partners and encourage them to participate in partnership activities.
Inbound Recruitment
The process of attracting potential partners to express interest in a partnership, usually through marketing activities, online presence, and reputation.
Example: Company Y implemented an inbound recruitment strategy to attract potential partners by creating valuable content, optimizing its website, and promoting its partner program online.
Incrementality
The additional value or outcomes generated by a specific activity, initiative, or investment beyond what would have occurred without it.
Example: The marketing team measured the incrementality of the advertising campaign by comparing the sales generated with and without the campaign.
Independent Software Vendor (ISV)
A company that develops, markets, and sells software applications that run on one or more computer hardware or operating system platforms.
Example: Company X is an independent software vendor that develops and sells business intelligence applications for enterprises.
Indirect Channel
A sales channel where a company sells its products or services through intermediaries, such as distributors, resellers, or agents, rather than selling directly to the end customer.
Example: Company Y sells its products through a network of resellers and distributors, which is an example of an indirect channel.
Indirect Sales
The process of selling products or services through intermediaries, such as distributors, resellers, or agents, rather than selling directly to the end customer.
Example: Company Z adopted an indirect sales strategy to leverage its partners’ existing networks and relationships to reach a broader audience.
Influencer
An individual or organization with a large and engaged following on social media or other online platforms, who can influence the opinions and behaviors of their audience.
Example: Company X partnered with a famous influencer to promote its products and reach a broader audience on social media.
Integration
The process of combining two or more systems, applications, or processes to work together and share data and functionality.
Example: Company Y developed an integration between its CRM system and marketing automation platform to streamline its sales and marketing processes.
J
Joint Venture
A business arrangement where two or more companies collaborate to achieve a common goal, usually by creating a new entity or partnership.
Example: Company X and Company Y formed a joint venture to develop and market a new product that leverages the strengths of both companies.
K
Key Performance Indicator (KPI)
A measurable value that indicates the effectiveness of a company or individual in achieving specific goals or objectives.
Example: One of the key performance indicators for the sales team is the number of new customers acquired each month.
L
Landing Page
A web page created specifically for a marketing or advertising campaign, where a visitor “lands” after clicking on a link in an email, ad, or social media post.
Example: The marketing team created a dedicated landing page for the new product launch to capture leads and track the effectiveness of the advertising campaign.
Lead
A potential customer who has expressed interest in a company’s products or services, usually by providing their contact information in exchange for valuable content or offers.
Example: The marketing team generated 100 new leads from the webinar, which the sales team will follow up.
Lead Generation
The process of attracting and converting potential customers into leads by offering valuable content, offers, or incentives.
Example: The company implemented a lead generation strategy, including creating valuable content, running online ads, and hosting webinars.
Learning Management Software (LMS)
A software application used to plan, deliver, manage, and assess learning and training programs.
Example: The company implemented a learning management software to streamline its employee training and development programs.
Lifetime Revenue
The total revenue generated by a customer over the entire duration of their relationship with a company.
Example: The lifetime revenue of a customer includes all the purchases they made, subscriptions they signed up for, and additional services they availed during their relationship with the company.
Lifetime Value (LTV)
The total net profit a company expects to earn from a customer over the entire duration of their relationship.
Example: The marketing team calculated the lifetime value of a customer to determine how much they could spend on acquiring new customers while maintaining a positive return on investment.
M
Market Development Funds (MDF)
Funds provided by a vendor to its channel partners to support marketing and sales activities, such as advertising, events, and promotions.
Example: The vendor provided market development funds to its resellers to support their marketing efforts and drive sales of its products.
Market Segmentation
Dividing a market into separate groups of customers with similar needs, characteristics, or behaviors.
Example: The marketing team conducted market segmentation to identify the target audience for its new product and tailor its marketing messages accordingly.
Marketing Automation
The use of software and technology to automate repetitive marketing tasks and processes, such as email marketing, social media posting, and ad campaigns.
Example: The company implemented a marketing automation platform to streamline its marketing efforts and improve efficiency.
Marketing Qualified Lead (MQL)
A lead deemed more likely to become a customer compared to other leads based on their engagement with the company’s marketing activities.
Example: The marketing team identified 50 marketing-qualified leads from the webinar attendees who showed high engagement and interest in the product.
Master Agent
An individual or organization that recruits and manages a network of sub-agents or sales representatives to sell products or services on behalf of a vendor.
Example: The master agent recruited and managed a sub-agent network to sell the vendor’s products and services in different regions.
Microsoft Azure Marketplace
An online store that offers applications, services, and APIs provided by Microsoft and its technology partners.
Example: Company X listed its application on the Microsoft Azure Marketplace to make it available to a broader audience of cloud users.
Minimum Viable Product (MVP)
A version of a product with just enough features to satisfy early customers and provide feedback for future development.
Example: The startup developed a minimum viable product to test the market demand and gather feedback from early adopters.
Monthly Recurring Revenue (MRR)
The amount of revenue that a company expects to receive every month from its customers for providing a subscription-based product or service.
Example: The company’s monthly recurring revenue increased by 20% after launching its new subscription-based service.
Multi-Tier Distribution
A distribution model that involves multiple levels of intermediaries, such as distributors, wholesalers, and retailers, between the manufacturer and the end customer.
Example: Company Y adopted a multi-tier distribution model to expand its market reach and make its products available to customers in remote areas.
N
Net Promoter Score (NPS)
A measure of a customer’s willingness to recommend a company’s products or services to others, calculated based on their response to the question: “How likely is it that you would recommend our company/product/service to a friend or colleague?”
Example: The company surveyed to calculate its net promoter score and identify areas for improvement in customer satisfaction.
Network Effect
The phenomenon where the value of a product or service increases as more people use it.
Example: The social media platform benefited from the network effect as the platform’s value increased with the number of users who joined and contributed content.
O
Onboarding
The process of integrating a new customer, partner, or employee into a company’s systems, processes, and culture.
Example: The company implemented a comprehensive onboarding program to ensure that new partners are fully integrated and supported from the start.
Outbound Recruitment
The process of actively seeking and approaching potential partners to express interest in a partnership, usually through direct outreach, networking, or events.
Example: The company implemented an outbound recruitment strategy to identify and approach potential partners that align with its strategic goals and capabilities.
P
Partner Ecosystem
A network of partners, collaborators, and stakeholders a company collaborates with to create value, drive growth, and serve its customers.
Example: Company X developed a partner ecosystem strategy to collaborate with partners, suppliers, and customers to create innovative solutions and drive business growth.
Partner Enablement
The process of providing partners with the necessary resources, tools, and support to effectively sell, implement, or support a company’s products or services.
Example: The company implemented a partner enablement program to provide its resellers with the necessary training, marketing resources, and support to sell its products successfully.
Partner Engagement
The process of building and maintaining strong relationships with partners to ensure their commitment, satisfaction, and success in a partnership.
Example: The company implemented a partner engagement strategy to build strong relationships with its partners and ensure their success and satisfaction in the partnership.
Partner Journey
The stages a partner goes through in their relationship with a company, from initial recruitment and onboarding to ongoing engagement, enablement, and growth.
Example: The company developed a partner journey map to identify the key touchpoints and opportunities to engage and support its partners throughout their relationship.
Partner Portal
A secure online platform that provides partners access to resources, tools, and information needed to support their sales, marketing, and service activities.
Example: The company launched a new partner portal to provide its resellers easy access to marketing materials, product information, and support resources.
Partner Program
A structured set of incentives, resources, and support offered by a company to its partners to encourage them to sell, implement, or support its products or services.
Example: Company X developed a comprehensive partner program to support its resellers and incentivize them to drive sales of its products.
Partner Recruitment
The process of identifying, approaching, and enrolling new partners to participate in a company’s partner program.
Example: The company implemented a partner recruitment strategy to identify and enroll new resellers that align with its strategic goals and target markets.
Partner Relationship Management (PRM)
The strategies, processes, and technology used to manage and optimize the relationships with partners, including recruitment, onboarding, enablement, engagement, and performance management.
Example: The company implemented a partner relationship management system to streamline its partner processes and optimize its relationships with resellers.
Partner Scorecard
A tool used to measure and evaluate a partner’s performance against a set of predefined criteria, such as sales targets, customer satisfaction, and marketing activities.
Example: The company developed a partner scorecard to evaluate its resellers’ performance and identify improvement areas.
Partnering Automation
The use of technology and software to automate and streamline the processes and activities related to partner management, such as recruitment, onboarding, enablement, and performance management.
Example: The company implemented a partnering automation platform to streamline its partner processes and improve efficiency.
Payment Gateway
A technology that enables secure online transactions by encrypting payment information and facilitating the transfer of funds between a buyer and a seller.
Example: The online store integrated a payment gateway to enable secure credit card transactions on its website.
Performance Metrics
Quantifiable measures used to evaluate the performance of a company, individual, or activity against predefined goals or standards.
Example: The company used a set of performance metrics to evaluate the success of its marketing campaign, including website traffic, lead conversion rate, and customer acquisition cost.
Platform
A technology infrastructure that enables the development, deployment, and management of applications, services, and data.
Example: Company X developed a platform that enables developers to build and deploy applications in the cloud.
Point of Sale (POS)
The location or device where a transaction is completed, usually involving the exchange of payment for goods or services.
Example: The retailer implemented a new point-of-sale system to streamline its checkout process and improve customer experience.
Product-Market Fit
The degree to which a product satisfies the needs and demands of a specific market or target audience.
Example: The startup conducted customer interviews and surveys to validate its product-market fit before scaling its marketing efforts.
Programmatic Advertising
The automated buying and selling of online advertising space using technology and data to target ads to specific audiences and optimize campaign performance.
Example: The company implemented a programmatic advertising strategy to optimize its ad placements and target its ads to the most relevant audience segments.
Q
R
Return on Investment (ROI)
A measure of an investment’s profitability, calculated by dividing the net profit from the investment by the initial cost of the investment.
Example: The marketing team calculated the return on investment of the advertising campaign by dividing the net profit generated by the campaign by the total cost of the campaign.
Revenue Share
A compensation model where a company shares a percentage of the revenue generated from a sale, transaction, or customer with its partners, affiliates, or other stakeholders.
Example: The company implemented a revenue share model with its partners, where they receive a percentage of the revenue generated from the customers they referred.
S
Sales Funnel
A visual representation of the stages a potential customer goes through from initial awareness of a company or product to the final purchase decision.
Example: The marketing team developed a sales funnel to identify the key touchpoints and opportunities to engage and convert potential customers.
Sales Qualified Lead (SQL)
A lead that has been deemed more likely to become a customer compared to other leads based on their engagement with the company’s sales activities.
Example: The sales team identified 50 sales qualified leads from the list of prospects who showed a high level of interest and engagement during the sales process.
Search Engine Optimization (SEO)
The process of optimizing a website or online content to improve its visibility in search engine results and attract organic traffic.
Example: The company implemented a search engine optimization strategy to improve its website ranking and attract more organic traffic.
Service Level Agreement (SLA)
A formal agreement between a service provider and a customer that specifies the level of service to be provided, including the scope, quality, and responsibilities of each party.
Example: The company signed a service level agreement with its cloud provider to ensure the availability, performance, and security of its applications.
Software as a Service (SaaS)
A software delivery model where applications are hosted and made available to customers over the internet on a subscription basis.
Example: Company X offers its business intelligence application as a software as a service, where customers can access the application online and pay a monthly subscription fee.
Solution Provider
A company that provides a combination of products, services, and software to solve a specific problem or meet the needs of a customer.
Example: Company Y is a solution provider that offers a comprehensive suite of products, services, and software to help enterprises manage their IT infrastructure.
Strategic Alliance
A formal agreement between two or more companies to collaborate on a specific business activity or initiative, such as product development, marketing, or distribution.
Example: Company X formed a strategic alliance with Company Y to jointly develop and market a new product that leverages the strengths of both companies.
Strategic Partner
A company or individual that collaborates with another company on a specific business activity or initiative, usually involving a formal agreement and mutual benefits.
Example: Company X identified Company Y as a strategic partner for its new product launch, as both companies have complementary capabilities and target markets.
Subscription
A business model where customers pay a recurring fee, usually monthly or annually, to access a product or service.
Example: Company Z offers its software as a subscription, where customers pay a monthly fee to access the software and receive updates and support.
Supplier
A company or individual that provides goods or services to another company, usually as part of a supply chain or production process.
Example: Company X sourced raw materials from a network of suppliers to manufacture its products.
T
Target Audience
A specific group of people that a company aims to reach with its marketing and advertising efforts, usually defined by demographic, psychographic, and behavioral characteristics.
Example: The company identified small and medium-sized enterprises as its target audience for its new software product.
Total Addressable Market (TAM)
The total revenue opportunity available for a product or service, usually calculated by multiplying the average revenue per customer by the total number of potential customers in a market.
Example: The company calculated its total addressable market for its new product by multiplying the average revenue per customer by the total number of potential customers in its target markets.
U
Unique Selling Proposition (USP)
A unique feature or benefit of a product or service that sets it apart from competitors and makes it more attractive to a specific target audience.
Example: The company’s unique selling proposition for its new product is its innovative technology that enables faster and more accurate results compared to competitors.
User Experience (UX)
The overall experience of a person using a product or service, including the usability, design, and functionality of the product or service.
Example: The company invested in improving the user experience of its website to make it more intuitive, user-friendly, and visually appealing.
V
Value Proposition
A statement that clearly articulates the unique value that a product or service provides to a specific target audience, usually highlighting the key benefits and differentiators compared to competitors.
Example: The company’s value proposition for its new product is that it provides a more efficient and cost-effective solution to a common problem faced by its target audience.
Vendor
A company or individual that sells products or services to other companies or individuals.
Example: Company X is a vendor that provides software solutions to enterprises.
Vendor Management
The process of managing relationships with vendors, including selecting vendors, negotiating contracts, and evaluating vendor performance.
Example: The company implemented a vendor management system to streamline its vendor selection, contract negotiation, and performance evaluation processes.
Vertical Integration
A business strategy where a company controls multiple stages of its supply chain, from production to distribution, to increase efficiency and reduce costs.
Example: Company X implemented a vertical integration strategy by acquiring its key suppliers and distributors to have more control over its supply chain.
Viral Marketing
A marketing strategy that leverages social media and other online platforms to encourage people to share and spread a company’s marketing messages, usually through engaging and shareable content.
Example: The company implemented a viral marketing strategy by creating engaging and shareable content that encouraged its audience to share it with their networks.
W
Webinar
An online seminar or presentation that is conducted over the internet, usually involving a speaker presenting information and interacting with an audience.
Example: The company hosted a webinar to educate its target audience about the benefits of its new product and answer their questions.
White Label
A product or service produced by one company but rebranded and sold by another company under its brand.
Example: Company X developed a software application that is white-labeled and sold by Company Y under its own brand.
Wholesale
The sale of goods or services in large quantities to retailers or other businesses rather than directly to end consumers.
Company X sells its products at wholesale prices to retailers, who then sell them to end consumers at retail prices.
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