< Back to full glossary

Partner program

A partner program is a structured framework that a company establishes to collaborate with third-party organizations, such as resellers, distributors, or technology partners, to enhance business growth and reach new markets. This program outlines the roles, responsibilities, and benefits for partners, including training, resources, incentives, and support provided by the company.

Effective partner programs are designed to align the interests of both the company and its partners, facilitating joint marketing efforts, sales initiatives, and customer support activities. Based on the maturity and size of the partner ecosystem, an organization may have multiple variations of their partner program based on the partner type (e.g., MSP vs Reseller).

Related terms

Channel ecosystem

Channel partner

Channel strategy

Partner enablement

Routes-to-market

Sales enablement

Relevant content

Article

Go-to-Market Strategy

7 steps to optimize channel partner enablement

In this guide, we explore the seven steps of channel partner enablement that ensure relationships are as productive and profitable as possible. From customizing partner programs to leveraging advanced data analytics, read about these imperatives to transform your partner strategy into a powerful component of success.

Article

Go-to-Market Strategy

3 channel partner challenges hindering your revenue growth

We’ve heard directly from our clients and survey respondents that partners struggle to adapt customer experience motions and solutions for new XaaS-driven revenues. So, in this blog, we cover three prevalent channel partner challenges technology leaders face in the race to XaaS success.

Resource

Go-to-Market Strategy

Prioritizing and penetrating new growth pathways

Creating highly systematic and repeatable growth pathways to new revenue is difficult. Download our framework for a three-step approach to successfully paving new growth pathways and get a checklist of five to-dos.

Resource

Go-to-Market Strategy

Designing a best of breed partner program

We know a well-designed partner program can set the stage for success. Download the framework for a comprehensive look at all components and three “quick start” areas for partner success.