Glossary
Account Mapping
Partner Account Mapping, is a strategic process used in business-to-business partnerships where sales teams from two…
Affiliate
Affiliates promote the offerings of a company and earning revenue through commission based agreements. These…
Affiliate Marketing
Affiliate marketing is a type of performance-based marketing where a business rewards one or more affiliates for each…
Agent
Agents represent a company and its products or services towards potential customers. They work on a commission basis…
Alliance
An Alliance is relationship among people, groups, or states that have joined together for mutual benefit or to achieve…
Angel Investor
Angel Investor is an individual who provides capital for a business start-up, usually in exchange for convertible debt…
Business ecosystem
The business ecosystem is a network of companies and organizations that are connected and interact with one another in…
Capital-efficient growth (CEG)
CEG is a business growth strategy that aims to make efficient use of financial resources. This involves leveraging…
Channel partner
Channel partners are companies that refer, co-sell, resell or distribute the products or services of another company.…
Co-branding
Co-branding is a partnership between two or more companies in which they collaborate on branding efforts in order to…
Co-creation
Co-creation is a collaborative process in which two or more companies or individuals work together to create something…
Co-development
Co-development refers to the practice of two or more companies working together to develop new products or services.…
Co-innovating
Co-innovating refers to the practice of two or more companies working together to develop new products, services, or…
Co-investment
Co-investment refers to the practice of two or more companies or individuals investing together in a project or…
Co-licensing
Co-licensing refers to the practice of two or more companies or individuals sharing the rights to use a patented…
Co-marketing
Co-marketing is a partnership between two or more companies in which they collaborate on marketing activities in order…
Co-selling
Co-selling refers to the practice of two or more companies working together to sell their products or services to a…
Collaborative (business) relationships
Collaborative business relationship is a type of partnership in which two or more businesses work together in a…
Collaborative working
Collaborative working is a process in which individuals, teams, or organizations work together to achieve common…
Commission-based pricing
Commission based-pricing means, partners receive a percentage of the revenue generated from sales of the company’s…
Community-led growth (CLG)
Community-led Growth (CLG) refers to a growth strategy that depends on an active and supportive community. It is a…
Competitive Advantage
Competitive Advantage is a condition or circumstance that puts a company in a favorable or superior business position.
Consortium
Consortium is an association of two or more individuals, companies, organizations or governments (or any combination…
Consultant
Consultants provide expert advice and guidance to businesses to help them solve specific problems or achieve certain…
Coopetition
Coopetition, a blend of “cooperation” and “competition,” is a strategic business approach where companies, usually…
Cross-Promotion
Cross-Promotion is the practice of promoting another product or service to one’s customers.
Customer relationship
Customer relationship is a business relationship in which one business (the seller) provides goods or services to…
Deal registration
Deal registration is a process to track and manage sales and partner leads and opportunities. It involves a sales…
Distribution Channel
Distribution channel is a chain of businesses or intermediaries through which a good or service passes until it…
Distributor
Distributors purchase products or services from a company and then sell them to resellers or other channel partners…
Ecosystem
An ecosystems is a complex network of interconnected individuals, organizations, and resources that interact and…
Ecosystem Qualified Lead (EQL)
Ecosystem Qualified Leads (EQLs) are leads or potential customers that have been identified as a good fit for a…
Ecosystem-led growth (ELG)
Ecosystem-Led Growth (ELG) is a strategy that engages a brand’s network of partners to increase sales, awareness,…
Exclusivity (de facto)
De Facto Exclusivity refers to an exclusive situation that exists in practice, even though it may not be formally or…
Exclusivity (de jure)
De jure exclusivity refers to an exclusive situation that exists as a result of a formal, legal, or contractual…
Executive sponsorship
Executive sponsorship refers to the active involvement and support of high-level executives or senior management in a…
Flat fee pricing
Flat fee pricing means, partners pay a fixed fee to access the company’s products or services. This fee may be based…
Franchise
Franchises are businesses that are granted the right to use a company’s brand and business model in exchange for a…
Franchising
In a franchising relationship, one business (the franchisor) allows another business (the franchisee) to use its…
Hybrid pricing
Hybrid pricing means, partners pay for the company’s products or services using a combination of two or more pricing…
Ideal Customer Profile (ICP)
Ideal Customer Profile (ICP) is a detailed description of a company’s ideal customer, based on factors such as…
Ideal Partner Profile (IPP)
Ideal Partner Profile (IPP) is similar to an ICP, but describes the characteristics of a company’s ideal partner or…
Independent software vendors (ISVs)
ISVs develop software products that are compatible with a company’s products or services. They often work with…
ISO 44001
ISO 44001 international standard that sets out requirements for effective development and management of collaborative…
Joint ventures
Joint ventures are business relationships in which two or more businesses come together to create a new business or…
Lagging indicator
A lagging indicator is a measurable factor that reflects the historical performance or outcomes of an organization or…
Leading indicator
A leading indicator is a measurable factor that tends to change before the broader economy or project performance…
Licensing
In a licensing relationship, one business (the licensor) allows another business (the licensee) to use its…
Managed service provider (MSP)
MSPs provide ongoing support and management for IT systems, including software and hardware. They often work with…
Marketing partner
Marketing partners are companies that help another company market its products or services. This might involve…
Marketing Qualified Lead (MQL)
Marketing Qualified Leads (MQLs) are leads that have demonstrated an interest in a company’s products or services and…
Network Effect
Network Effect is a phenomenon whereby increased numbers of people or participants improve the value of a good or…
Operational fit
The extent to which the daily business practices and policies of partnership partners align, the efficiency of the…
Organizational alignment
Organizational alignment is a company-wide acknowledgement of the partnership’s vision and value that transcends the…
Original equipment manufacturer (OEM)
OEMs purchase products or components from a company and incorporate them into their own products. They then sell the…
Outsourcing
Outsourcing is a practice of hiring a party outside a company to perform services and create goods that were…
Partner account management
Partner account management refers to the process of managing and maintaining relationships with a company’s partners…
Partner category
Partner categories are used to group partners with similar characteristics together. For example, resellers,…
Partner contracts and agreements
Contracts or agreements in place with partners define the terms and conditions of the partnership, including the…
Partner ecosystem
The partner ecosystem is a network of companies that have a collaborative business relationships in order to offer a…
Partner Ecosystem Platform (PEP)
Partner Ecosystem Platform (PEP) is a digital platform or tool that is used by a company to manage and facilitate its…
Partner enablement
Partner programs may include enablement resources and support to help partners get up to speed with the company’s…
Partner experience
Partner Experience (PX) describes the general impression, level of satisfaction, and engagement that partners have of…
Partner loyalty program
Loyalty programs reward partners for their level of engagement and commitment to the company. This may include rewards…
Partner Management Software (PMS)
Partner management software is a type of software that helps businesses manage their relationships with their…
Partner manager
A partner manager is a professional who is responsible for managing relationships with a company’s partners, such as…
Partner marketing
Partner marketing refers to the marketing activities that a company engages in with its partners or affiliates. This…
Partner marketing support
Companies may offer partners support to help them market and promote the company’s products or services. This may…
Partner Pages
Partner Pages are web pages dedicated to showcasing a company’s partners and their offerings.
Partner portal
Partner portal are web-based portals that provides partners with resources and tools related to their partnership with…
Partner program
A partner program facilitates the collaboration between two or more companies that may include elements such as…
Partner recruiting
Partner recruiting refers to the process of identifying and recruiting new partners or affiliates for a company. This…
Partner recruitment manager
A partner recruitment manager is a professional who is responsible for identifying and recruiting new partners for a…
Partner relationship
Partner relationship is a business relationship in which two or more businesses work together on a long-term basis to…
Partner Relationship Management (PRM)
Partner relationship management refers to the processes and systems that a company uses to manage its relationships…
Partner Relationship Management (PRM) Software
Partner relationship management software, also known as PRM, offers businesses tools for tracking their sales partners…
Partner resources
Companies often provide partners with access to a range of resources, such as marketing materials, training programs,…
Partner sales
Partner sales refers to the process of selling a company’s products or services through its partners or affiliates.…
Partner sales support
Companies may provide partners with support to help them close deals and drive revenue. This may include access to…
Partner success
Partner success refers to the extent to which a company’s partners or affiliates are successful in achieving their…
Partner success manager
A partner success manager is a professional who is responsible for helping a company’s partners to achieve success by…
Partner Tier Development
Partner Tier Development is the process of creating different levels or tiers within a partner program, often based on…
Partner tiers
Partner programs often include different tiers or levels of partnership, each with its own set of benefits and…
Partner type
Partner type refers to the type of business that the partner company is involved in and determines their role in the…
Partnership Relationship Manager (PRM)
Partnership Relationship Manager (PRM) is a role within a company that is responsible for managing and developing…
Partnerships
Partnerships refer to any formal or informal relationship between two or more companies that involves cooperation and…
Product partner
Product partners are companies that integrate its products or services with those of a SaaS company in order to offer…
Product vs. Technology partner
A product partner is a company or category of partner that integrate products or services with those of another…
Referral partner
Referral partners refer potential customers to a company in exchange for a commission or other form of compensation.…
Referral Program
Partner referral programs are programs offered by a company that rewards partners for referring potential customers to…
Reseller
Resellers purchase products or services from a company and then sell them to their own customers. They may offer…
Reseller pricing
Reseller pricing means, partners purchase the company’s products or services at a discounted price and resell them to…
Reseller Program
Partner reseller programs are framework conditions offered by a company that allows partners, such as resellers or…
Scope of partnership initiative
The range of activities and advantages a partnership aims to provide. The scope can be determined by the products and…
Service partner
Service partners are a category of partners that provide adherent services for the products or services of another…
Service provider
In contrast to a service partner a service provider generally operates on a transactional basis. They offer a service…
Serviceable Addressable Market (SAM)
Serviceable Addressable Market is the segment of the Total Addressable Market that can be served by a company’s…
Serviceable Obtainable Market (SOM)
Serviceable Obtainable Market, also known as share of the market, is a realistic revenue opportunity that a company…
Short-term incentive program (SPIFF)
SPIFF is a short-term incentive program designed to motivate salespeople to sell a specific product or service.
Stakeholder (external)
An external stakeholder is an individual or group outside an organization that has an interest in or can be affected…
Stakeholder (internal)
An internal stakeholder is an individual or group within an organization that has a direct interest or involvement in…
Stakeholder alignment
Stakeholder alignment is the the condition or process of achieving a shared vision, goals, and operational consensus…
Strategic alignment
The harmonization of corporate strategy and partnership strategy, both internally and potentially with joint customers…
Strategic alliance
Strategic alliances are partnerships between two or more businesses that is formed to achieve a specific goal or…
Strategic fit
The extent to which partnership partners are in sync to achieve the long-term objectives of the partnership or create…
Strategic partner
Strategic partners work closely with a company to develop and implement joint initiatives, such as marketing campaigns…
Subscription pricing
Subscription pricing means, partners pay a recurring fee to access the company’s products or services. The fee may be…
Supplier relationship
A supplier relationship is a transactional business relationship in which one business (the supplier) provides goods…
System integrator (SI)
System Integrators (SIs) are companies that provide consulting and integration services to help businesses implement…
Technology partner
Technology partners are companies that provide products or services that complement or enhance the technology…
Total Addressable Market (TAM)
The total addressable market refers to the complete revenue opportunity available for a specific product or service.…
Transactional (business) relationships
A transactional business relationship is a type of business relationship that is based on the exchange of goods or…
Usage-based pricing
Usage-based pricing means, partners pay for the company’s products or services based on the amount of usage or…
Value-added distributor (VAD)
Value added distributors extend their services beyond simple product distribution by providing an array of…
Value-added reseller (VAR)
VARs purchase products or services from a company and then customize them for specific customer needs. This might…
Value-based pricing
Value-based pricing means, partners pay for the company’s products or services based on the value they receive. This…
White label
White label products are products that are produced by one company and then sold under the brand of another company.…
White label pricing
White label pricing means, partners purchase the company’s products or services at a discounted price and rebrand them…