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The partner program glossary

The words partner people use every day.

LAST REVIEWED: 2026.

Most arguments about partner numbers start as arguments about vocabulary. Sales calls a deal sourced when a partner made the introduction, finance counts it only when the registration predates the opportunity, and the partner assumes both.

This glossary covers the terms that come up in program design, co-sell, contracts and reporting. Search for a term or jump by letter. Every entry has its own link, so you can send a colleague the definition you mean.

109 terms

A

ABMAccount-Based Marketing
A B2B marketing strategy that targets a defined list of high-value accounts with personalized campaigns, often coordinated between a vendor and a partner to pursue named accounts jointly.
Account Mapping
The process of comparing customer and prospect lists between two partners to identify overlapping accounts, shared customers, or complementary opportunities. Used to prioritize co-sell activities.
Accreditation
A formal recognition that a partner has met specific competency or compliance standards, typically broader than a certification and often tied to tier eligibility.
ActivationPartner Activation
The milestone at which a newly onboarded partner has completed initial enablement and generated at least one qualified introduction or co-sell opportunity. An "activated" partner is producing, not just enrolled.
Addressable Market Worksheet
A structured tool for estimating the revenue opportunity of a specific integration or partnership, broken into marketing/lead gen opportunity, existing pipeline opportunity, and current user base opportunity.
Affiliate Partner
A partner who earns a commission for referring new customers or driving traffic that converts, without being directly involved in the sales process. Common in SaaS businesses with self-serve or product-led motions.
Alliances
Strategic relationships with large organizations (technology vendors, system integrators, consulting firms) characterized by mutual investment, joint go-to-market activities, and multi-year commitments. Often distinct from channel partnerships in their strategic intent.
Annual Business Plan
See JBP
APIApplication Programming Interface
A set of protocols enabling software systems to communicate; central to building technical integrations between partner platforms.
ARRAnnual Recurring Revenue
The annualized value of recurring subscription revenue. Partner-sourced and partner-influenced ARR are the usual headline measures of a partner program's commercial contribution.
Attach Rate
The percentage of customer deals or renewals where a partner is involved. High attach rates indicate partner embeddedness in the revenue motion.
AttributionPartner Attribution
The process of crediting partnerships with revenue influence or sourcing. Common models: partner-sourced (partner originated the deal), partner-influenced (partner was involved but didn't originate), co-sell attached.

B

B2BBusiness-to-Business
Commercial transactions between companies. Partner programs in B2B SaaS typically involve resellers, referral partners, technology integrators, and system integrators.
Buddy System
An onboarding practice where a new partner is paired with an aligned internal AE or partner manager to facilitate early co-selling, account introductions, and relationship building.
Bundle
A packaged offering combining a vendor's product with a partner's services or complementary software, often sold at a combined price point.

C

CACCustomer Acquisition Cost
The total cost to acquire a new customer. Partners can reduce CAC by providing warm introductions, reducing sales cycle length, and adding credibility with prospects.
Certification
A competency credential earned by partners (or their personnel) upon completing required training and assessments. Certifications often gate tier eligibility, deal registration access, or MDF availability.
Channel ManagerCM
The frontline partnership role responsible for recruiting, enabling, and driving revenue with a portfolio of channel partners. Also referred to as Partner Account Manager (PAM) or Partner Development Manager (PDM).
Channel Partner
A broad term for any third party that sells, distributes, or services a vendor's products. Includes resellers, VARs, distributors, MSPs, and agents.
Churn Rate
The percentage of customers who discontinue their subscription in a given period. Partners (particularly SIs and MSPs) can help reduce churn through managed services, deep implementation, and ongoing advisory relationships.
Co-Marketing
A joint marketing initiative between a vendor and a partner, typically involving shared content, co-branded assets, joint events, or cross-promotion. Often funded partially by MDF.
Co-Sell
A collaborative sales motion where a vendor's sales team and a partner's sales team work together to close a deal. Co-selling typically involves account mapping, warm introductions, and shared pipeline visibility.
Co-Sell Motion
The operational cadence and process by which vendors and partners jointly pursue and close opportunities, including opportunity sharing, AE-to-AE introductions, and pipeline review calls.
Common Paper
An open standard for commercial contracts (partnership agreements, NDAs, professional services agreements) created by a neutral committee of attorneys. Widely used as a starting point for partner legal frameworks.
Confidential Information
Information designated by the disclosing party as confidential, or that a reasonable person would understand to be confidential given its nature. Governed by NDA/MNDA provisions in partner agreements.
CPPOChannel Partner Private Offer
A feature of AWS Marketplace allowing technology vendors to extend discounted or customized pricing to a customer through a channel partner, enabling partners to transact on marketplace deals.
CRMCustomer Relationship Management
A software system used to manage customer and prospect data, track pipeline, and log interactions. Partner data (deal registrations, opportunity status, co-sell pipeline) is often tracked in CRM alongside direct sales data.
Cross-Sell
Selling an additional product or service to an existing customer. Partners can drive cross-sell motions by identifying expansion opportunities within their client base.
CSATCustomer Satisfaction Score
A metric measuring customer satisfaction with a specific interaction or experience. Used in partner programs to assess partner satisfaction with vendor support, tools, and enablement.
CSMCustomer Success Manager
An internal role responsible for customer adoption, retention, and expansion. CSMs frequently collaborate with partner teams on accounts where a partner is delivering services or managing the customer relationship.

D

DARCI
A project management framework defining roles: Decision-maker, Accountable, Responsible, Consulted, Informed. Used in partner programs to align cross-functional stakeholders on initiatives.
Deal Registration
A process by which a partner formally registers an opportunity they have sourced or are actively pursuing, typically in exchange for pricing protection or a registration discount. Requires the partner to demonstrate meaningful pre-sales effort.
Designated Partner
The partner of record on a registered deal. Typically the first partner to submit a qualifying opportunity registration that is approved by the vendor. Only the designated partner receives program benefits for that specific opportunity.
Distributor
A two-tier channel partner that purchases products from a vendor and resells them to resellers or VARs. Distributors typically provide logistics, financing, and aggregation services.
DPAData Processing Agreement
A contract governing how one party processes personal data on behalf of another, required under GDPR and other privacy regulations. Typically required in partner agreements where data is shared.

E

Ecosystem
The full network of partners, alliances, integrations, and marketplace listings that surround a vendor's product. A mature ecosystem creates compounding value through interconnected relationships.
Ecosystem-Led GrowthELG
A go-to-market strategy where partnerships and integrations are the primary driver of pipeline, expansion, and retention, as opposed to product-led or sales-led growth.
Enablement
The programs, content, training, tools, and resources provided to partners to equip them to sell, implement, and support a vendor's products effectively.
End User
The final purchaser or licensee of a product, who acquires it for their own use rather than for resale.
Exclusivity
A contractual provision granting a partner the sole right to sell a vendor's products within a defined territory or market segment. Exclusivity is typically conditioned on meeting minimum sales targets.

F

Field Marketing
Marketing activities executed at the regional or field level, often involving events, seminars, or local campaigns. Partner field marketing is commonly co-funded through MDF.
First-Party Data
Data collected directly by a vendor from its own customers. Sharing first-party data (with appropriate legal protections) with partners can enable better co-sell targeting and account prioritization.
Forrester Wave / Gartner Magic Quadrant
Analyst research frameworks that evaluate and rank vendors within a category. Partners often align to these frameworks when selecting which vendor programs to invest in.
Funnel
The staged progression of prospects from awareness through purchase. Partner programs create a distinct partner-influenced funnel alongside the direct sales funnel.

G

GDPRGeneral Data Protection Regulation
EU data protection regulation governing how personal data is collected, processed, and stored. Requires a DPA between vendors and data processing partners.
Give-to-Get
A reciprocal co-selling philosophy where each party commits to providing value (introductions, co-marketing, referrals) with the expectation of receiving equivalent value in return. Drives accountability in early-stage partnership activation.
GSIGlobal Systems Integrator
A large professional services firm that implements, integrates, and manages technology solutions for enterprise clients. Examples include large consulting and technology services firms with global delivery capabilities.
GTMGo-to-Market
The strategy and plan for how a company brings its product or service to market, including target customer, messaging, channels, and sales motion. Partner GTM overlays direct GTM with partner-sourced or co-sell channels.

H

Health ScorePartner Health Score
A composite metric measuring the overall vitality of a partner relationship, typically combining pipeline contribution, revenue production, enablement completion, engagement frequency, and CSAT.

I

ICPIdeal Customer Profile
A description of the customer type most likely to buy, retain, and expand. Partner recruitment and prioritization should be anchored to partners whose customers match the ICP.
Incentive Plan
A structured compensation plan for channel managers or partner-facing roles, including base salary, commission on partner-sourced/influenced revenue, and MBO-based bonuses tied to program metrics.
Integration
A technical connection between two software systems that enables data to flow between them, extending the functionality of both products. Integrations are a core driver of ISV/tech partnerships.
ISVIndependent Software Vendor
A software company that builds products independently of a hardware or platform vendor. In partnerships, ISVs typically integrate their software with a vendor's platform and participate in tech partner programs.

J

JBPJoint Business Plan
A bilateral planning document agreed upon by a vendor and a strategic partner, covering shared revenue targets, go-to-market activities, marketing campaigns, and accountability milestones. Typically reviewed quarterly.
Joint Value Proposition
A combined statement articulating the value delivered to customers by the combination of a vendor's product and a partner's services or technology. The foundation of co-marketing and co-selling messaging.

K

KPIKey Performance Indicator
A quantifiable measure used to evaluate progress toward a goal. In partner programs, common KPIs include partner-sourced ARR, influenced ARR, deal registrations, activation rate, and partner CSAT.

L

Landing PagePartner Landing Page
A dedicated web page created for a specific partner, typically co-branded, describing the joint value proposition and serving as a destination for co-marketing campaigns.
Lead Attribution
See Attribution
Lead Registration
See Deal Registration
LOBLine of Business
A distinct division or business unit within a company. SI partnerships often need multi-LOB penetration to maximize value, as different business units may have separate buying decisions.
LTVLifetime Value
The total revenue expected from a customer over the duration of their relationship. Partner involvement (particularly SIs and CSPs) can increase LTV by deepening product adoption and reducing churn.

M

Managed Services
Ongoing IT or business services delivered by a partner (MSP or SI) to a client, typically on a subscription or retainer basis. Partners offering managed services provide recurring revenue and deeper customer relationships.
MBOManagement by Objectives
A performance management approach tying compensation to achievement of specific, measurable goals. Common in channel manager incentive plans alongside quota-based commissions.
MDFMarket Development Funds
Funds provided by a vendor to partners to co-fund marketing activities such as events, campaigns, content, and advertising. MDF is typically tied to tier level, performance, or specific campaign proposals.
Mindshare
The degree to which a vendor's product occupies a prominent position in a partner's awareness and sales priorities. Mindshare is earned through enablement, incentives, consistent engagement, and joint wins.
MNDAMutual Non-Disclosure Agreement
A bilateral confidentiality agreement requiring both parties to protect each other's confidential information. Standard starting document in new partnership relationships before any sensitive information is shared.
MSAMaster Services Agreement
A framework contract establishing the general terms governing a business relationship, with specific scope and pricing detailed in separate Statements of Work (SOWs) or Order Forms.
MSPManaged Service Provider
A partner that remotely manages a client's IT infrastructure, security, or software on an ongoing basis. MSPs often bundle vendor products into their managed service offerings.

N

NDANon-Disclosure Agreement
A unilateral confidentiality agreement protecting one party's confidential information. Distinguished from MNDA (mutual), which protects both parties.
Net Promoter ScoreNPS
A metric measuring the likelihood of a partner or customer to recommend a vendor, based on responses to "How likely are you to recommend us?" Scored on a 0 to 10 scale.
Net Revenue RetentionNRR
The percentage of recurring revenue retained from existing customers, accounting for expansions, contractions, and churn. A key SaaS health metric; strong partner ecosystems typically improve NRR.

O

OEMOriginal Equipment Manufacturer
A partner arrangement where a vendor's technology is embedded into a partner's product and sold under the partner's brand. OEM deals typically involve licensing rather than resale.
OKRObjectives and Key Results
A goal-setting framework pairing a qualitative objective with 2 to 5 measurable key results. Increasingly used in partner programs to align teams around strategic outcomes beyond revenue.
OnboardingPartner Onboarding
The structured process of bringing a newly signed partner to full productivity, covering legal contracting, system access, enablement, certification, and first opportunity activation.
Opportunity Registration
A formal program allowing eligible partners to claim protection on a specific sales opportunity they have originated and actively developed. Approved registrations typically prevent direct vendor competition on that deal and may include enhanced pricing.
Org Mapping
The process of identifying key contacts across both a vendor's and a partner's organizations (sales, marketing, technical, executive) to establish structured relationships and coverage.

P

PABPartner Advisory Board
A formal governance body composed of strategic partners who provide input on the vendor's product roadmap, program design, and market strategy. PABs signal partner investment and gather actionable intelligence.
PAMPartner Account Manager
See Channel Manager
Partner-Influenced Revenue
Revenue from deals a partner was involved in but did not originate, for example through co-sell support, technical validation, or an implementation commitment. See also Attribution.
Partner-Sourced Revenue
Revenue from deals a partner originated, usually evidenced by an approved deal registration or a referral that predates the opportunity. See also Attribution.
PDMPartner Development Manager
See Channel Manager
PDRPartner Development Representative
An entry-level partnerships role focused on prospecting and recruiting new partners, qualifying inbound partner applications, and supporting partner pipeline development.
PEPPartner Engagement Process
A structured methodology for managing the lifecycle of partner relationships, from discovery through activation, growth, and renewal. Defines touch cadence, milestone criteria, and accountability.
PLGPartner-Led Growth
A go-to-market strategy in which partnerships are the primary engine of pipeline and revenue growth, often supported by dedicated partner programs, co-sell operations, and ecosystem tools. Shares its acronym with product-led growth, so spell it out on first use.
PortalPartner Portal
A secure web platform providing partners with access to sales tools, marketing assets, deal registration, training materials, MDF requests, and performance reporting.
PRMPartner Relationship Management
Software designed to manage partner programs, including partner recruitment, onboarding, deal registration, MDF management, training, and performance analytics. The operational backbone of a scaled partner program.
Professional Services AgreementPSA
A contract governing the delivery of consulting, implementation, or advisory services. Standard in GSI and consulting partnerships.
Program Tiers
Hierarchical levels within a partner program (e.g., Registered, Silver, Gold, Platinum) that differentiate partners based on revenue performance, certifications, and engagement, with corresponding benefits and requirements.

Q

QBRQuarterly Business Review
A structured review meeting between a vendor and a partner, typically conducted every 90 days, to assess progress against shared goals, review pipeline and revenue performance, identify challenges, and set priorities for the next quarter.

R

RACI
A responsibility assignment framework: Responsible, Accountable, Consulted, Informed. Used to clarify ownership of partner program activities across cross-functional teams.
Referral Partner
A partner who earns a fee or commission for referring new prospects to a vendor, without being directly involved in closing the deal or delivering the product.
Reseller
A partner that purchases products from a vendor and resells them to end customers, either at standard pricing or with added services/margin.
ROERules of Engagement
A documented policy governing how the vendor's direct sales team and channel partners interact, particularly on shared accounts and opportunities. ROE defines deal registration processes, territory overlap handling, and conflict escalation procedures.
Route to Market
The channel through which a vendor's products reach end customers. Common routes include direct, reseller/VAR, distributor, marketplace, and OEM.

S

SAMServiceable Addressable Market
The portion of a TAM that a company can realistically pursue with its current product and business model. Used in integration and partnership business cases.
SISystems Integrator
A partner that specializes in combining different technology components into a unified solution for clients. SIs range from boutique firms to large global consultancies (GSIs).
SMART Goals
Goals that are Specific, Measurable, Achievable, Relevant, and Time-bound. Standard framework for structuring partner objectives in JBPs, 30-60-90 plans, and QBRs.
Sourced Revenue
See Partner-Sourced Revenue
SOWStatement of Work
A document specifying the deliverables, timeline, pricing, and responsibilities for a specific project or engagement. Used in PSAs and consulting partnership agreements.
SPIFFSales Performance Incentive Fund
A short-term incentive paid to partner salespeople or internal AEs for selling or attaching specific products, often used to drive focus on new products or strategic initiatives.
Swim Lane
A defined area of responsibility or market focus within a partnership, preventing overlap or conflict between a vendor's direct team and partner. Typically documented in ROE.

T

TAMTechnical Account Manager or Total Addressable Market
(1) A vendor-side role providing dedicated technical support to a strategic partner. (2) The total revenue opportunity available for a product or market.
Tech Partner
See ISV
Territory
The geographic area or market segment within which a reseller or partner is authorized to sell. Territory definitions are a key component of reseller and distributor agreements.
Tier
See Program Tiers
Time to ValueTTV
The time elapsed between a customer purchasing a product and realizing measurable benefit. Partner involvement (particularly SIs and implementation partners) can accelerate TTV, which drives retention and expansion.

U

Upsell
Selling a higher-value version of a product or add-on to an existing customer. Partners are often well-positioned to identify upsell opportunities given their trusted advisor relationships with customers.

V

VARValue-Added Reseller
A reseller that adds services (implementation, customization, integration, or support) on top of a vendor's product before reselling to end customers, thereby increasing the total solution value.

W

Win Theme
A documented set of reasons why a vendor wins deals in specific scenarios, shared with partners to help them position the product effectively and qualify opportunities against competitive alternatives.

The definitions worth agreeing on in writing

Sourced, influenced, activated and attach rate decide what gets paid, what gets reported to the board, and which partners keep their tier. Write those four down with sales and finance before the first QBR. The attribution guide for HubSpot shows what that looks like once it has to live in a CRM.

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