Andreas Geamanu

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In 2026, partner ecosystems have become major revenue drivers, with SaaS businesses increasingly relying on alliances to expand market reach, drive co-selling, and enhance customer value. 

Indeed, as companies shift from direct sales to collaborative go-to-market strategies, these partnerships provide access to new customers, industries, and geographies. 

And as partner ecosystems rose to prominence, SaaS partner teams realized they desperately needed partner relationship management (PRM) tech that could keep up. 

After all, traditional PRM methods like spreadsheets and static portals lack the scalability, real-time insights, and automation that modern partner collaboration demands.

A modern PRM tool, on the other hand, streamlines partner management with deep visibility, effective collaboration, and accurate forecasting. 

Users enjoy enhanced efficiency, accelerated deal cycles, and stronger partner engagement. 

Ultimately, as companies prioritize ecosystem-led growth, adopting modern PRM solutions has become essential for managing partnerships effectively and staying competitive and connected in evolving markets.

In this guide, we aim to help SaaS partner teams discover the top PRM platforms for scaling revenue through better pipeline visibility, lead flow, and co-selling. 

Read on to discover your new favourite platform. 

What to Look for in Partner Relationship Management Software

Ready to upgrade your PRM system, but not sure where to start?

It's a big decision — and one you really want to get right. 

After all, choosing the right PRM software for your business can be the difference between a flourishing partner ecosystem and a flop. 

With this in mind, here's a handy checklist of what to look for in your PRM software in 2026:

• Native customer relationship management (CRM) integration (Salesforce, HubSpot)
• Deal and lead registration workflows
• Real-time partner engagement tracking
• White-labeled portals and partner segmentation
• Off-portal collaboration (email, Slack)
• Forecasting and reporting capabilities
• No-code customization and scalability

20 Best Partner Relationship Management Software Platforms in 2026

Ready to choose a shiny new partner relationship management platform?

Read on for 20 of the best tools on the market. 

#1 Introw

Meet Introw — a next-generation PRM with CRM integration at its core. 

Purpose-built for SaaS companies that use Salesforce or HubSpot, it offers off-portal collaboration and takes just minutes to implement (no code). 

This platform is perfect for SaaS businesses that have two or more partner/channel managers. 

It streamlines partner deal flow, automates engagement tracking, and powers co-selling — all without leaving the CRM.

Check out Introw's key features: 

✅ CRM-first: All data stays in Salesforce/HubSpot

✅ Real-time pipeline visibility & forecasting

✅ Partner tracking software (emails, content, updates)

✅ Off-portal collaboration via Slack and email (no logins needed)

✅ Easy deal & lead registration via forms or email

✅ Scales from 20 to 300+ partners with custom workflows

✅ No-code setup, modular architecture

Introw can help you take your partnership ecosystem to the next level. But don't just take our word for it, book a demo today to see Introw in action.

#2 Allbound

​Allbound is a Partner Relationship Management platform designed to automate partner program management and foster ecosystem growth. 

It offers tools for partner engagement, co-marketing, and co-selling and provides comprehensive insights to enhance collaboration and drive revenue.

Key features include:

✅ Partner engagement tools​

✅ Content library and management​

✅ Learning tracks and certifications​

✅ Co-branding and prospect pages​

✅ Market development funds (MDF) management​

✅ Lead distribution engine​

✅ Deal registration system

✅ Playbooks for guided selling

✅ Gamification and incentives dashboard​

✅ Channel Insights and Reporting

✅ CRM Integrations with Salesforce, HubSpot, and more

Pricing: Allbound offers custom pricing, depending on your needs.

#3 PartnerStack

PartnerStack simplifies and scales partner ecosystems for B2B SaaS companies. 

It connects businesses with affiliates, referral partners, and resellers to drive growth, increase sales, and streamline management. 

With automation and robust tools, PartnerStack helps companies recruit, manage, and optimize their partnerships effectively.

Key features:

✅ Recruit partners

✅ Track partner performance

✅ Activate partners with training

✅ Automate partner commissions

✅ Optimize performance with reports

✅ Access a large B2B partner network

✅ Scale partner programs for growth

Pricing: PartnerStack creates a bespoke pricing plan for each client. 

#4 Channeltivity

A comprehensive PRM platform, Channeltivity is designed to streamline partner recruitment, enablement, and sales. 

It offers an intuitive, scalable solution for managing partnerships, enhancing productivity, and driving growth through marketing, training, and collaboration tools.

Check out the software's major features:

✅ Partner portal

✅ Lead distribution

✅ MDF management

✅ Deal registration

✅ Training and certification

✅ Email marketing

✅ Co-branded collateral

✅ Integrations with Salesforce, HubSpot, and more

✅ Analytics and reporting

✅ Distributor management

It is worth noting that many of the key features above come at an extra cost.

Pricing: Channeltivity's Standard Edition costs $1899 per month, and its CRM Edition (with CRM integration) costs $2199 a month. You can also buy add-ons, such as distributor and MDF management, for an extra monthly cost.

#5 Kiflo

Kiflo helps businesses efficiently manage their entire partner lifecycle. 

This PRM simplifies processes like partner onboarding, revenue tracking, and commission automation while providing transparency for both businesses and their partners. 

Key features include:

✅ Partner onboarding automation

✅ Partner revenue tracking

✅ Commission automation

✅ CRM integrations (Salesforce, HubSpot)

✅ Self-service partner portal software

✅ Performance analytics

✅ Lead management

✅ Customizable workflows

Pricing: Kiflo offers a 'Scale' package, priced at $362 per month, for companies just launching their partner program. Custom pricing is offered for businesses with growing partner programs that are ready to scale.

#6 Salesforce PRM

One of the biggest names when it comes to CRM, Salesforce also offers a wide range of partner relationship management tools to help businesses manage and optimize partner networks.

It enables better partner performance tracking, lead distribution, and deal registration, all within a unified CRM ecosystem to drive growth and streamline partner engagement.

Key features:

✅ Partner onboarding

✅ Deal registration

✅ Lead management

✅ Performance tracking

✅ Collaborative tools

✅ Customizable partner portals

✅ Analytics and reporting

✅ Integration with Salesforce CRM

Pricing: Salesforce offers bespoke pricing depending on your requirements.

#7 Zinfi

Zinfi offers a robust PRM solution designed to enhance channel partner performance with tools that streamline onboarding, enable efficient contract management, and improve collaboration. 

Key features: 

✅ Partner onboarding automation

✅ Lead distribution and management

✅ Deal registration

✅ Partner performance tracking

✅ Contract management

✅ Customizable partner portals

✅ Marketing and sales enablement tools

✅ Incentive and rebate management

Pricing: Zinfi's pricing is bespoke. 

#8 Channel Mechanics PRM

Automate your channel partner programs with Channel Mechanics.

This platform enables streamlined management of partner incentives, promotions, and rewards, helping to differentiate and engage partners more effectively. 

Check out the highlights:

✅ Partner journey automation

✅ Incentive program management

✅ Real-time reporting and analytics

✅ Market segmentation

✅ Partner differentiation

✅ Budget control for programs

✅ Automated partner communication

✅ Deal registration and tracking

Pricing: Custom pricing. 

#9 Impartner

Impartner is a partner relationship management platform designed to automate and streamline the partner lifecycle. 

It integrates seamlessly with existing systems to boost collaboration and accelerate revenue growth across partner ecosystems.

Take a look at the key features:

✅ Personalized partner onboarding

✅ Deal registration and pipeline management

✅ Performance tracking

✅ Marketing automation

✅ Tiering and compliance management

✅ Reporting and analytics

✅ Incentive management

✅ Partner business planning

Pricing: Businesses can request personalized pricing.

#10 Zift Solutions

Zift Solutions provides a comprehensive platform for channel management, enabling seamless partner engagement and program optimization. 

Its PRM focuses on automating and streamlining partner operations, improving efficiency, and enhancing collaboration with partners to drive greater performance and ROI.

Key features include:

✅ Partner onboarding and enablement

✅ Deal registration and lead management

✅ Incentive and reward programs

✅ Real-time analytics and reporting

✅ Customizable partner portals

✅ Automated marketing tools

✅ Performance tracking and visibility

✅ Seamless CRM and system integrations

Pricing: Zift offers custom pricing. 

#11 Mindmatrix

Mindmatrix offers a PRM platform designed to enhance partner engagement and optimize channel performance. 

It supports the entire partner lifecycle with onboarding, training, sales enablement, and tracking tools.

Key features:

✅ Partner onboarding and enablement

✅ Sales and marketing playbooks

✅ Asset and content management

✅ Performance tracking and reporting

✅ Lead management

✅ Incentive program automation

✅ Channel ecosystem visibility

✅ Mobile access for assets

Pricing: Custom pricing available on request. 

#12 StructuredWeb

StructuredWeb is an easy-to-use PRM platform that simplifies and automates channel marketing, enhancing partner engagement and streamlining lead management. 

Check out the key features below:

✅ Lead distribution and nurturing

✅ Deal registration

✅ Opportunity management

✅ Customizable partner portals

✅ Performance tracking

✅ Co-brandable collateral

✅ Automated marketing campaigns

✅ Analytics and reporting

✅ Real-time insights

Pricing: Custom. 

#13 Crossbeam

Crossbeam is an Ecosystem Revenue Platform that helps businesses collaborate with partners by securely sharing data. 

It focuses on co-selling and driving mutual growth through insights into partner ecosystems.

Top tip — this platform is perfect for those looking for free partner relationship management software!

Highlights include:

✅ Account mapping

✅ Deal collaboration

✅ Partner performance tracking

✅ Shared lists for lead management

✅ Ecosystem insights

✅ Attribution and partner impact analysis

✅ Co-selling templates and workflows

✅ Real-time alerts and notifications

Pricing: Crossbeam offers several pricing plans, including Explorer (free), Connector ($150 per user per month), and Supernode (Custom). It also offers a Crossbeam for Sales option, which costs $300 per seat per year. 

#14 PartnerPortal

Keen to simplify and automate your partner program management?

Partnership management software PartnerPortal.io could be worth consideration. 

This platform enables businesses to create custom partner portals, streamline deal registration, automate workflows, track partner performance, and manage partner payments. 

Check out PartnerPortal's highlights below:

✅ Deal registration

✅ Partner onboarding automation

✅ Lead tracking and management

✅ Customizable portals

✅ Automated payments and accounting

✅ Performance metrics and analytics

✅ Resource management and sharing

✅ Ecosystem data discovery and co-selling

Pricing: PartnerPortal's unlimited package costs $249 per month, and it also offers a free trial for up to three staff, five partners, and five registered leads. 

#15 Affise

Affise is a comprehensive performance marketing platform designed for affiliate and partner management. 

It helps streamline partner onboarding, monitor activities, and automate commission payouts, improving collaboration and driving growth.

Its key PRM features are:

✅ Partner onboarding

✅ Deal tracking

✅ Performance analytics

✅ Commission management

✅ Fraud prevention

✅ Automated reporting

✅ Real-time data sharing

✅ Partner dashboard

Pricing: Affise offers four pricing tiers: Beginner, Core, Expand, and Custom. Prices are available upon request. 

#16 Oracle PRM

Oracle's PRM solution helps businesses manage and optimize their partner ecosystem. 

The platform integrates key business processes to improve performance and maximize partner-driven revenue growth.

Key features include:

✅ Partner relationship management portal for collaboration

✅ Lead and deal management

✅ AI-guided selling

✅ Partner onboarding and recruitment

✅ Co-branded marketing tools

✅ Performance analytics and dashboards

✅ Incentive management

✅ Integrated sales and support tools

Pricing: Pricing is bespoke.

#17 CSG Digital Wholesale

CSG's Wholesale Partner Management platform streamlines partner relationships through seamless onboarding, real-time data access, and automated processes. 

It supports efficient partner communication, fraud protection, and service assurance, boosting revenue generation and operational efficiency. 

The solution is flexible, scalable, and integrates with other partner platforms.

Here are the platform's key features:

✅ Automated partner onboarding

✅ Real-time traffic and statement access

✅ Fraud detection and service assurance

✅ Streamlined payment processes

✅ Flexible, scalable cloud SaaS deployment

✅ Integration with partner platforms via APIs

✅ Centralized partner lifecycle management

✅ AI-powered analytics for revenue growth

Pricing: Pricing is bespoke.

#18 NetSuite PRM

NetSuite's PRM solution helps organizations streamline partner interactions to optimize collaboration, boost revenue generation, and enhance transparency throughout the partner lifecycle.

Highlights include: 

✅ Partner onboarding

✅ Deal and lead management

✅ Performance tracking

✅ Incentive management

✅ Real-time collaboration

✅ Customizable partner portals

✅ Marketing tools integration

✅ Analytics and reporting

Pricing: NetSuite PRM offers custom pricing. 

#19 Magentrix PRM

Magentrix offers customizable partner management software designed to streamline partner engagement. 

With CRM integrations and a no-code interface, Magentrix simplifies managing partner networks and boosting collaboration.

Take a look at Magentrix's main features: 

✅ Partner onboarding

✅ Lead distribution and management

✅ Customizable partner portals

✅ Performance tracking

✅ CRM integrations (Salesforce, HubSpot, Microsoft Dynamics)

✅ File-sharing and content management

✅ Co-branded marketing tools

✅ Partner self-registration

Pricing: The Essentials package starts at £1,000 per month, and the advance bundle costs upwards of $1200 per month, while the unlimited tier has custom pricing. 

#20 360insights

360insights empowers businesses to manage and optimize channel relationships, drive engagement, and boost partner performance. 

It provides channel incentives, rebates, and performance-tracking tools while aligning sales and marketing for increased partner loyalty and revenue growth.

Key features:

✅ Incentive and reward management

✅ Real-time performance tracking

✅ Partner engagement programs

✅ Channel sales and marketing alignment

✅ Rebate and MDF management

✅ Training and product knowledge

✅ Partner loyalty programs

✅ Customizable portals for collaboration

Pricing: Tailored pricing. 

How to Choose the Best PRM Platform for Your Organization

It's clear that modern PRM systems are crucial for businesses looking to establish or grow their partner programs. 

But how can you be sure you're choosing the very best partner relationship management tool for your business?

Here's a helpful checklist to assist professionals looking for a new PRM system:

• CRM fit – Ensure seamless integration with your existing CRM (e.g. Salesforce, HubSpot) to maintain a single source of truth.
• Partner workflows – Check if the platform supports your specific partner journey from onboarding to deal registration and performance tracking.
• Forecasting needs – Look for robust analytics that help predict partner revenue, pipeline trends, and market opportunities.
• Customization and scalability – Choose a PRM that adapts to business growth, industry, and evolving needs.
• Ease of use – Ensure an intuitive interface for both internal teams and partners.
• Automation capabilities – Streamline onboarding, lead distribution, and incentive programs with automation tools.
• Co-marketing and sales support – Evaluate features for content sharing, co-branding, and sales enablement.
• Security and compliance – Verify data protection, access controls, and compliance with relevant regulations 
• Scalability - Ensure the platform can grow alongside your business. 
• Partner engagement tools – Look for gamification, training modules, and communication features to boost partner participation.
• Support and implementation – Assess vendor support, onboarding assistance, and ongoing maintenance services.

There are also a number of common mistakes you'll want to avoid when investing in PRM software. 

Here are some of the biggest pitfalls to avoid. 

• Forcing logins – Making partners log in for every small task reduces adoption and engagement.
• Skipping engagement metrics – Not tracking partner activity and success metrics leads to missed optimization opportunities.
• Overcomplicating the platform – A complex interface discourages partners from using the system.
• Lack of CRM integration – A PRM that doesn't sync with your CRM creates data silos and inefficiencies.
• Ignoring partner needs – Choosing a PRM system without considering partners' workflows and challenges.
• Failing to automate – Manually handling onboarding, deal registration, and incentives slows down efficiency.
• Neglecting training and support – Poor onboarding and lack of guidance hinder adoption.
• Choosing price over fit – Opting for the cheapest solution often leads to limited functionality and costly migrations later.

Why Introw Stands Out as the Best PRM Software in 2026

There are several reasons Introw is the very best partner management software you can invest in this year. 

First up, CRM is at the platform's core. 

This deep integration enables smooth, seamless processes and keeps your CRM as your single source of truth.

Oh, and this means no separate portals, which can lead to data discrepancies and low adoption. 

What's more, Introw is tailor-made for RevOps, Partner Managers, and CROs, so it knows exactly what you want from it and delivers on those fronts every time. 

Indeed, fire up Introw, and you can expect real-time insights, clean data, better alignment, improved pipeline accuracy, and less manual tracking. 

It also boasts super easy and customizable modular workflows, and implementation takes just minutes as it doesn't involve code. 

Conclusion

Ready to invest in game-changing PRM software?

Here's a recap of the top 20 PRM tools that drive revenue and scale up: 

1. Introw
2. Allbound 
3. PartnerStack
4. Channeltivity
5. Kiflo
6. Salesforce PRM
7. Zinfi
8. Channel Mechanics PRM
9. Impartner
10. Zift Solutions
11. Mindmatrix
12. StructuredWeb
13. Crossbeam
14. PartnerPortal
15. Affise
16. Oracle PRM
17. CSG Digital Wholesale
18. NetSuite PRM
19. Magentrix PRM 
20. 360insights

Remember — the right software simplifies co-selling, boosts forecasting accuracy, and saves ops time. 

Ready to scale your partner ecosystem? Book your personalized Introw demo today. 

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Partner-led growth depends on empowering partners to work alongside direct sales to drive customer acquisition and revenue — and tight integration between your CRM and partner workflows is essential to get this right. 

This seamless integration creates a unified view of leads and opportunities, allowing both internal teams and partners to collaborate seamlessly and avoid duplicating their efforts. 

Furthermore, integrated systems enable accurate deal registration, attribution, and tracking, which is critical for partner incentives and performance insights.

With synced workflows, partners can register deals directly, co-sell with your team, and stay aligned through shared timelines and updates. 

Additionally, CRM integration enables automated notifications, streamlined onboarding, and enhanced forecasting (by including partner pipeline in revenue projections). 

The key benefits of tightly integrating your CRM and partner workflows?

Less friction, shorter sales cycles, and better partner trust. 

Ultimately, it allows you to scale your partner ecosystem efficiently while maintaining transparency, accountability, and data-driven decision-making — all of which are vital to a successful partner-led growth strategy.

This is why companies are increasingly shifting from standalone PRM portals to CRM-first experiences like Introw — which integrates with popular CRMs, including HubSpot —  to streamline their partner collaboration. 

This approach meets partners where they work and aligns them more closely with internal sales processes.

Ready to scale your partner management this year? 

⬇️ In this guide, we'll cover why HubSpot is a highly effective platform for partner management and take you through seven must-have best practices for scaling in 2026. 

Can You Manage Partners in HubSpot? (Spoiler: Yes — with the Right Setup)

HubSpot doesn't have native PRM, but it offers several features that can be useful for SaaS partner management projects. 

For example, the platform supports custom objects, labels, and workflows. 

All of these elements are super useful for companies running small partner management projects. 

The problem arises when you want to scale. 

Indeed, most partner programs will quickly outgrow manual tagging and disconnected forms. 

Once you get serious about your partner program, you need a PRM that is tailor-made for managing and scaling these schemes. 

At the same time, you don't want to silo your partner management efforts from your CRM — this would create data disconnects, limiting visibility into partner-driven deals and slowing collaboration. 

The solution?

Invest in tightly CRM-integrated PRM tools like Introw. 

This way, you fill the PRM gap natively inside HubSpot and give your partnerships the best possible chance of flourishing. 

Why HubSpot Is a Strong Foundation for Partner Management

Many SaaS teams already rely on HubSpot as their central source of truth for customers, deals, and marketing. 

But increasingly, partner managers are realizing HubSpot can also be a superb command center for their partner programs — as long as they configure the platform in the right way. 

Here's why HubSpot makes sense as a foundation for partner management in 2026:

• Unified CRM: HubSpot consolidates marketing, sales, and service data — giving RevOps and partner teams shared visibility
• Custom Properties & Objects: You can track partner types, partner-sourced deals, referrals, and more — without duct-taping separate systems
• Automation: Workflows make it easy to route leads, assign reps, or trigger partner engagement emails
• Integrations: Certified apps like Introw turn HubSpot into a fully featured PRM, removing the need for standalone portals or duplicate tracking
• No-Code Setup: You can scale your partner ops without custom dev work or heavy training

In short, if HubSpot is already your CRM, there's no reason to manage your partner program outside of it. 

Instead, plug in a PRM like Introw, and you'll gain a partner-ready ecosystem inside your CRM — one that works for RevOps, Sales, and Partner Managers alike.

7 Must-Have HubSpot Partner Management Practices for 2026

Ready to scale your partner program with Hubspot? 

Here are seven vital HubSpot partner management practices you should be following for success in 2026. 

1. Automate Partner Onboarding with Forms + CRM Sync

This one will save you a lot of time! 

Did you know you can use Introw to push form data (e.g. "Become a Partner") directly into HubSpot?

First, connect Introw to HubSpot to enable seamless data synchronization. 

This integration allows form submissions, such as partner applications, to be pushed directly into HubSpot.

You can then use HubSpot's automation tools to trigger actions upon form submission. 

For instance, automatically create a contact or company record, assign tasks, or send follow-up emails.

2. Enable Easy Deal & Lead Registration (No HubSpot Login Needed)

Introw allows for off-portal collaboration, which makes life much easier for your partners. 

Indeed, your partners don't even need to log in to HubSpot in order to submit deals or register leads. 

Instead, they can submit deals via a form, Slack or email. 

The details are then auto-mapped to HubSpot, which acts as your single source of truth. 

3. Collaborate on Deals Inside HubSpot with CRM Cards

Using CRM cards from Introw, teams can collaborate on partner-sourced deals directly inside HubSpot. 

These embedded cards show deal details, partner info, and updates in real-time — without switching tools.

This means your partner's comments are automatically turned into CRM notes

Real-time sync keeps the deal's status, details, and updates aligned with your HubSpot pipeline, enabling smooth, in-CRM collaboration.

This streamlines communication, boosts visibility and keeps sales and partner teams aligned throughout the deal cycle.

4. Track Partner Performance in Real-Time

The success of your partner strategy hinges on data analysis. 

Tracking partner performance in real-time is crucial to help you identify top performers, spot bottlenecks, and optimize your partner strategy as deals progress. 

Indeed, without a sophisticated tracking and data analysis system, you're just guessing at what works and hoping you're right. 

But with the right tools in your arsenal, you unlock faster decision-making, more accurate forecasting, and effective incentives — driving accountability, growth, and stronger partner relationships across your ecosystem.

Fortunately, Introw and HubSpot work together to make real-time data analysis easy. 

Introw generates dashboards based on HubSpot data. 

Set up dashboards based on metrics that speak to your goals — for example, revenue, activity, pipeline, or deal data.

5. Engage Partners Off-Portal via Email & Slack

One of Introw's most partner-friendly features is that it allows you to engage your partners off-portal via email and Slack. 

This means partners don't need to log into their portal to communicate or collaborate with you. 

Instead, they receive real-time notifications, can comment on deals, and stay in the loop — all off-portal — making collaboration faster, easier, and more integrated into their daily workflows.

6. Customize Experiences by Partner Type

In 2026, personalization is crucial when it comes to engaging your partners. 

Deliver an irrelevant or jarring experience, and partners could lose trust in your offering and become more reluctant to recommend you. 

Introw supports dynamic views and objects in HubSpot, which allows you to customize partner experiences by type.

For example, you can tailor onboarding flows, forms, content, and deal stages for different partner types, like partner submitted referrals, a successful reseller channel, or MSPs.

Simply segment partners within HubSpot and Introw, then deliver relevant experiences and workflows that match their role, ensuring higher engagement and more effective collaboration across partner types.‍

7. Automate Commission Tracking & Payouts

Connect Introw with your HubSpot CRM to automate commission tracking and payouts. 

As deals close, Introw tracks which partner influenced each one, calculates commissions based on preset rules and logs the data. 

You can then use CRM triggers to automate payout workflows or give partners visibility over their commissions. 

This ensures accuracy, transparency, and timely rewards.

Why Introw Is the Best HubSpot PRM Integration for 2026

Introw stands out in 2026 as the ultimate PRM integration for HubSpot, delivering unmatched efficiency, partner experiences, and growth capabilities.

Here's why it's the best partner relationship management tool integration with HubSpot:

• HubSpot Certified App: Introw is trusted and verified by HubSpot, ensuring a smooth, secure integration.
• Personalized partner portals created in minutes: Launch clean, branded portals for each partner quickly — no technical setup required.
• Keeps HubSpot as the single source of truth: All partner data, leads, and deal activity sync directly into HubSpot, eliminating the need to manage a separate PRM system.
• No partner logins required: Partners can view, register, and collaborate on deals via shared links — no friction, forgotten passwords, or onboarding headaches.
• Real-time deal + engagement sync: Instantly reflects partner-submitted leads and activity in HubSpot, giving your sales team live visibility.
• GDPR-ready, ISO27001 and SOC2 certified: Designed with enterprise-level security and global compliance in mind.
• Works across all HubSpot plans (Sales, Service, CRM): Fully compatible with the entire HubSpot suite, so you can support partner workflows wherever your teams operate.

🚀 Launch Your HubSpot Partner Portal in Minutes — Book a Demo!

Conclusion

If HubSpot is already your CRM, why not make it your partner system too?

With Introw, you can scale partner programs without silos, clunky portals, or extra logins.

Save RevOps time, align with Sales, and drive more revenue from your ecosystem.

✅ Ready to simplify partner management in HubSpot? Get a personalized demo

The Ghent-based technology startup Introw, which is already helping 100+ B2B companies to boost sales through partners, has raised $3 million in a new funding round led by Visionaries Club and with the continued support from PitchDrive. Since its launch in 2023, Introw’s AI-powered partner platform has facilitated tens of thousands of partner interactions and helped clients generate millions in additional pipeline.

The company had previously raised €1 million from Pitchdrive and angel investors including Pieterjan Bouten (Ex-Showpad) and Ewout Meyns (Ex-HubSpot).

From Local Studio to International Growth

Founders Andreas Geamanu (CEO), Laurens Lavaert (CTO), and Simon Van Den Hende (Head of AI) started Introw in early 2023, originally incubated by StarApps, the venture studio of serial entrepreneurs Lorenz Bogaert & Nicolas Van Eenaeme, also known as the “Netlog mafia.”

2025 has been a breakthrough year for Introw: the team grew from 4 to 15 people, and revenue quadrupled.

AI-Driven Partner Enablement

Buyers now expect highly personalized experiences, yet outreach fatigue and tighter privacy regulations have made it harder for direct sales teams to cut through the noise. That’s why an increasing number of companies are turning to partner sales (indirect sales) as these already have relationships, credibility, and access to customers.

Introw’s AI-powered partner portal enables companies to onboard, train, and activate partners in minutes. Unlike legacy systems that take months to deploy, Introw connects instantly to your CRM, giving partners access to customer data, and sales tools to close more deals.

“Each day a partner lacks the right information, means lost revenue. Where other partner portals take four to six months to launch, we do it in minutes.” says CEO Andreas Geamanu.

Visionaries Club Backs a Fast-Growing Success Story

Visionaries Club, which previously invested in tech companies such as Lovable, n8n, and the Belgian Accountable (recently acquired by Visma), sees huge potential in Introw.

Partnerships drive a huge share of global B2B revenue, yet most teams still manage them with spreadsheets and outdated tools. Introw is changing that with a platform built for speed and simplicity.” said Robert Jäckle, Partner at Visionaries Club. “The team is creating the first truly intelligent partner system, turning partnerships from a ‘nice-to-have’ into a real growth engine. We’re backing them because they move fast and have the ambition to own this category

Becoming the Market Leader in Partner Enablement

A large share of Introw’s revenue already comes from the US, where the company is seeing accelerating traction. With this new funding, Introw is scaling its sales and marketing presence and doubling down on its AI-first vision.

The mission is clear: To become the global leader in AI-driven partner enablement and redefine how companies grow through partners.

About Introw

Founded in 2023 and based in Ghent, Introw is redefining how companies sell through partners. The platform empowers B2B organizations to onboard, train, and enable their partners globally through an AI-powered partner portal.

By deeply integrating with a company’s CRM, Introw enables seamless collaboration between internal sales teams and external partners, ensuring everyone has access to the right data, context, and tools to close deals faster.

Already used by 100+ companies across more than 30 countries such as Factorial, Parloa & Coder, Introw helps organizations transform partnerships into a scalable revenue engine.

About Visionaries Club

Visionaries Club is a leading European early-stage VC with offices in London and Berlin, focusing on B2B with its flagship seed and early-growth funds, alongside its industrial deeptech fund, Visionaries Tomorrow. Visionaries unites the strongest network of successful tech founders together with the family entrepreneurs behind global industrial businesses in a single LP community to supercharge the next generation of category-defining software and AI giants. It counts Personio, Lovable, Miro, Pigment, Accountable, n8n, Tacto, Apron, Choco and Xentral among its portfolio companies.

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In 2026, ecosystem-led growth is a key priority for SaaS teams.

In a fiercely competitive landscape, relying solely on your direct sales team and internal resources is no longer enough. 

SaaS companies increasingly recognize the power of strategic partnerships to drive scalable, sustainable revenue. 

Indeed, by tapping into partner ecosystems, companies can expand market reach, accelerate customer acquisition, and increase trust through third-party validation. 

But in order to efficiently manage and scale partnership programs, you need the right tech stack. 

In 2026, this means a partner relationship management system that seamlessly integrates with — and is embedded within — your CRM. 

Introw is an attractive option for Salesforce users. 

This no-code PRM platform empowers teams to manage partner collaboration within a fully customizable portal — while keeping everything synced in Salesforce, eliminating the need for manual updates or disconnected tools.

Embedded partner management streamlines workflows, enhances collaboration, helps you deliver engaging partner experiences and eliminates the need for partners to switch platforms, ultimately driving higher adoption and performance.

It turns the CRM into a central hub for direct and partner-led growth, ensuring tighter integration with core sales processes, better data accuracy, and real-time visibility. 

⬇️ In this guide, we'll take you through our top recommendations for scaling your partnership program through Salesforce. 

What Makes Salesforce Powerful for Partner Management?

So, first up — why should you opt for partner management in Salesforce? 

Here are four major Salesforce partner relationship management features:

1. Unified CRM With Shared Visibility Across Sales, Marketing, And Support

Salesforce's Experience Cloud PRM is fully integrated within its CRM platform, providing a centralized system where sales, marketing, and support teams can collaborate seamlessly. 

The Salesforce partner management software allows for real-time sharing of sales leads, marketing campaigns, and support cases with partners. 

It aims to ensure consistent and efficient communication across all departments. ​

2. Custom Objects, Fields, and Relationship Tables

Salesforce offers the flexibility to create custom objects and fields.

This is super useful when it comes to partner relationship management. 

Indeed, these handy customizations enable businesses to tailor their partner management processes to their specific needs. 

Furthermore, they facilitate complex data modeling and allow for the precise tracking of partner interactions and performance metrics. ​

3. Native Automation And Workflow Support

In 2026, automation is a must if you wish to remain competitive. 

Fortunately, Salesforce delivers with a whole host of built-in automation tools via Sales Cloud. 

For instance, users can create workflows that streamline partner onboarding, deal registration, and lead distribution. 

These automated processes reduce manual tasks, enhance efficiency, and ensure that partners receive timely updates and support throughout their engagement lifecycle. 

4. Huge Ecosystem Of Partner-Focused Integrations

Partner relationship management on Salesforce is made much easier by the platform's extensive AppExchange.

Here you'll discover a vast array of partner-focused integrations, with access to thousands of prebuilt applications and consultant offerings. 

This extensive ecosystem allows businesses to extend their capabilities, incorporating tools for PRM, marketing automation, analytics, and more, to enhance partner collaboration and drive revenue growth. 

While Salesforce is an excellent option for partner management — especially if it's already your CRM — when it comes to PRM, it's worth looking beyond Experience Cloud. 

Experience Cloud is expensive, dev-heavy, and slow to implement. 

What's more, it can be way too complex for smaller organizations or those with smaller partner programs.  

Instead, take a look at Introw.

This slick no-code PRM platform integrates seamlessly with Salesforce, enabling rapid deployment and off-portal collaboration with no extensive setup. 

Introw delivers off-portal collaboration tools such as Slack integration, so partners no longer need to log into Salesforce directly to engage through shared channels or receive updates. 

At the same time, Introw is embedded within Salesforce, so your CRM remains your single source of truth. 

7 Salesforce Partner Management Recommendations for 2026

Ready to take your partner program to the next level with Salesforce partner relationship management via Introw?

Here are seven best practices to follow. 

1. Simplify Partner Onboarding with Auto-Detected Records

Introw simplifies partner onboarding by seamlessly integrating with Salesforce to auto-detect partner records. 

Upon connecting Salesforce to Introw, the PRM platform automatically syncs partner data from the CRM and kicks off workflows automatically. 

It identifies partners by filtering accounts labeled as 'Partner' or based on your custom configurations. 

This automation eliminates manual data entry, ensuring a swift and accurate setup. 

Once detected, Introw enables you to build no-code onboarding workflows that guide partners through essential steps like profile completion, content access, and deal registration. 

These workflows are tracked and synced with Salesforce, maintaining your CRM as the single source of truth and enhancing the efficiency of your partner onboarding process. 

2. Enable Fast Deal And Lead Registration (No Partner Logins Needed)

Introw enables fast deal and lead registration without requiring partners to log in to Salesforce. 

This streamlined approach accelerates partner engagement and ensures all submissions are tracked within your CRM.

Here's how it works.

Partners submit deals via secure, custom-branded forms created within Introw.

These forms are linked directly to Salesforce and automatically map submitted data — like company, contact, and deal details — to the correct custom objects, such as Opportunities or Leads. 

Furthermore, Introw's native Salesforce integration ensures real-time syncing, eliminating manual data entry and reducing friction for partners. 

3. Collaborate Natively On Salesforce Objects (No Experience Cloud Needed)

Introw lets users collaborate directly on Salesforce objects — like Opportunities, Contacts, or Accounts — without Experience Cloud. 

Through Introw's native Salesforce integration, partners can:

• Leave comments
• Upload files
• Share updates via Introw's interface

Meanwhile, all this activity is automatically synced to the corresponding Salesforce records.

This keeps every note, document, and status update tied to the right object in your CRM, ensuring full context and traceability without requiring partner logins. 

By eliminating the need for Experience Cloud, Introw reduces complexity and cost while enabling seamless, real-time collaboration between internal teams and external partners — all within your existing Salesforce environment.

4. Launch Branded Partner Portals Without Code

With Introw, users can launch fully branded partner portals in Salesforce in minutes — no coding required. 

These portals are dynamically generated and personalized based on partner type, deal stage, or custom Salesforce fields. 

Introw pulls data directly from Salesforce to tailor each partner's experience, displaying relevant content, contacts, and opportunities. 

Businesses can also customize branding, messaging, and segmentation rules to reflect their identity and target different partner segments. 

Unlike traditional Experience Cloud setups, Introw's no-code approach simplifies deployment while offering powerful functionality, empowering teams to quickly deliver a professional, secure, and scalable partner experience directly integrated with their Salesforce data.

5. Automate Commission Tracking And Payouts

Want to save time on commission and payments while also ensuring your partners are accurately rewarded? 

Introw automates commission tracking and payouts by tapping into real-time Salesforce data.

Once connected, Introw monitors key objects like Opportunities or custom revenue fields to determine commission eligibility. 

Users can configure rules to automate when and how payouts are triggered — no manual input required. 

Moreover, partners gain visibility into their commission status through branded, no-login-required portals. 

All activity is synced back to Salesforce.

6. Track Revenue And Engagement From The CRM

Introw enables users to track deals, revenue and partner engagement directly from Salesforce by syncing real-time CRM data into intuitive dashboards. 

Leveraging connected objects like Opportunities, Accounts, and custom fields, Introw surfaces deal flow, partner performance, and key engagement signals — such as submitted deals, shared files, and comments.

These insights are then visualized in real-time dashboards that require no manual updates or separate tools. 

This gives you a vital overview of which partners are most active and where revenue is being influenced, making it easier to optimize partner programs based on accurate, live performance and engagement metrics.

7. Keep RevOps Happy With Two-Way Data Sync

Introw keeps RevOps aligned by enabling two-way data sync with Salesforce, ensuring the CRM remains the single source of truth while powering enhanced partner-facing workflows. 

When partners submit deals, leave comments, or share updates via Introw, all activity is instantly synced to the correct Salesforce objects — like Opportunities or Contacts. 

Furthermore, any updates made in Salesforce are also reflected in partner-facing views, maintaining real-time consistency. 

This eliminates manual data entry, reduces errors, and ensures that every internal or external interaction is captured and tracked centrally. 

RevOps teams gain full visibility and control, while partners enjoy a seamless, user-friendly experience without needing direct CRM access.

Why Introw Is the Ideal Salesforce PRM Integration

Introw is purpose-built to enhance Salesforce with seamless, secure, and scalable partner relationship management — without disrupting your existing CRM workflows.

If Salesforce is already your CRM, choosing Introw for your PRM needs is a no-brainer. 

Here are seven reasons why: partner relationship management on Salesforce

1. Fully certified Salesforce integration: Introw meets the highest standards for security, functionality, and compatibility, providing a seamless connection with your Salesforce CRM.
2. Works alongside your current setup — no replacement, just superpowers: Introw enhances your existing Salesforce environment by introducing sophisticated PRM capabilities without requiring a complete system overhaul or replacement.
3. No-code setup in minutes: Users can quickly implement and customize the intuitive platform in minutes, eliminating the need for technical expertise or lengthy development processes.
4. All data stays in Salesforce (deals, contacts, properties, custom objects): Introw ensures that all partner-related data remains within your Salesforce environment, preserving data integrity and centralizing all information.
5. Partners never need a Salesforce login: Introw encourages partner enablement by allowing partners to collaborate and access necessary data without requiring them to log into Salesforce, simplifying the user experience and increasing partner engagement.
6. ISO27001 and GDPR-ready: Introw complies with ISO27001 and GDPR regulations, ensuring that all partner data is securely managed and your organization meets global data privacy standards.
7. Real-time partner collaboration on every Salesforce object: Introw facilitates real-time collaboration on every Salesforce object, including Opportunities, Contacts, and custom objects, keeping all interactions up-to-date and integrated for better decision-making.

🚀 Ready to launch your Salesforce Partner Portal in minutes? → Book a Demo

Conclusion

Salesforce is already your customer engine — now it can be your partner engine too.

Don't overbuild with Experience Cloud when Introw gives you instant value: faster launches, better adoption, and cleaner CRM data.

📈 Want to scale partner revenue inside Salesforce? Get a personalized Introw demo

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​​Partnership marketing is a mutually beneficial strategic collaboration between businesses to promote each other's products or services.

When entering into a marketing partnership, instead of competing, companies work together, combining their strengths, audiences, and resources for mutual growth. 

Examples of popular partnership marketing strategies include co-branded marketing campaigns, ABM partnerships, social media collaborations, marketplace partnerships and product integrations.

And in 2026, partnership marketing is more critical than ever. 

With rising customer acquisition costs, fierce competition, and increasing demand for authentic, value-driven interactions, businesses are shifting from transactional marketing to relationship-led growth. 

Trust is key, and partnerships offer a credible way to build it — especially when a trusted partner introduces your brand.

For B2B SaaS companies, this shift is even more pronounced. 

In a saturated, rapidly evolving market, partner-led growth enables SaaS firms to scale faster, tap into new verticals, and extend customer lifetime value through integrated solutions. 

It can also help them to keep up with competition without busting the marketing budget.

Furthermore, by embedding products into broader partner ecosystems, SaaS companies reduce churn and drive stickiness.

As buyer journeys become more complex, collaborative go-to-market strategies are no longer optional—they're essential.

⬇️ In this guide, we'll take you through everything you need to know about partnership marketing, so you can decide whether it's the right tactic for your business.

What is Partnership Marketing?

Partnership marketing is a strategy where two or more companies collaborate to promote each other's brand, products, or services — with the goal of driving mutual growth. Rather than operating through traditional paid channels or simple referral schemes, partnership marketing focuses on strategic alignment: both partners contribute resources, co-create campaigns, and share audiences to generate value on both sides.

Unlike affiliate marketing, which is purely performance-based with direct financial incentives for each conversion, partnership marketing often emphasizes broader strategic goals — like brand visibility, market expansion, and pipeline generation. However, performance still matters: successful partnerships typically track results like leads, engagement, and influenced revenue, even if there isn’t always a strict "commission per sale" model.

Channel sales, on the other hand, do overlap with partnership marketing — especially when partners engage in co-marketing activities such as joint webinars, content syndication, or event sponsorships. In many cases, channel partners do both promote and sell products, depending on the nature of the partnership.

In short, partnership marketing is about creating strategic go-to-market alliances — blending promotional activities with co-selling or co-branding initiatives to drive shared success.

Benefits of Partnership Marketing 

There are many direct and indirect advantages to implementing partnership marketing strategies.

Here are ten of the top benefits you can expect to see: 

1. Expanded reach: Access new audiences through your partner's customer base and marketing channels.
2. Increased credibility: Build trust faster when introduced by a known and respected partner.
3. Lower customer acquisition cost (CAC): Reduce marketing spend by sharing efforts and leveraging established relationships.
4. Scalable revenue growth: Partnerships create repeatable, cost-effective growth channels that scale alongside your business.
5. Improved lead quality: Benefit from warm, qualified referrals that convert faster and more reliably.
6. Stronger value proposition: Offer customers a more complete solution by pairing complementary products or services.
7. Faster market entry: Leverage partners' presence and expertise to break into new verticals or regions.
8. Shared resources and expertise: Collaborate on content, tools, and campaigns—saving time and expanding capabilities.
9. Greater customer retention: Integrated, value-rich solutions increase stickiness and reduce churn.
10. Innovation and strategic insight: Learn from partners' market experience and co-create innovative solutions.

Types of Partnership Marketing in 2026

There are many different varieties of effective partnership marketing to consider in 2026.

So which type is going to make the biggest positive impact in your business?

This will depend on your business' specific needs, challenges, goals, and overall circumstances — as well as those of your partner. 

Here are eight of the most popular types of partnership marketing to consider: 

1. Co-marketing Campaigns

Co-marketing campaigns involve two or more companies collaborating to create and promote content or events that deliver mutual value. 

So what does this look like, exactly?

Common formats include co-branded eBooks, joint webinars, and shared industry events. 

These campaigns combine expertise, expand reach, and engage both audiences through shared promotion. 

Each partner contributes resources — like content, speakers, or distribution channels, for example — while benefiting from increased visibility and lead generation. 

The key benefits of co-marketing include reduced costs, higher-quality leads, and enhanced credibility through association. 

Remember — it's vital to ensure both organizations are aligned on messaging and goals before kicking off your partnership. 

This alignment empowers partners to create more impactful, resource-efficient campaigns that resonate with their shared target audience.

2. Marketplace Partnerships

A marketplace partnership is a collaboration where a company integrates or lists its product or service within another company's platform or digital marketplace. 

For example, an app store or software ecosystem like HubSpot Marketplace, Salesforce AppExchange, or AWS Marketplace.

These partnerships typically involve:

• Product integrations that enhance functionality for shared users
• Co-marketing opportunities within the marketplace
• Shared customer acquisition channels

By being listed in a trusted marketplace, your solution gains visibility among highly targeted, ready-to-buy users. 

Indeed, benefits include increased discoverability, faster customer acquisition, and added credibility through platform association. 

As a bonus, seamless integrations boost customer satisfaction and retention by creating a more complete, user-friendly solution. 

For SaaS companies especially, marketplace partnerships can be a scalable, low-friction channel for growth and long-term partner-led revenue.

3. Content Swaps And Backlink Partnerships

These tactics are designed to boost your online visibility, build authority in your industry and reach new audiences. 

Content swaps and backlink partnerships are search engine optimization (SEO) tactics that involve two companies exchanging content — such as blog posts, guides, or ebooks — with links back to each other's websites. 

For example, your company's CEO could write a thought leadership guest blog with links back to your own website. 

This would then be published on your partner's website.

Driving referral traffic and enhancing brand credibility are two of the major benefits.

Still, the number one reason businesses deploy this tactic is to strengthen domain authority, helping both companies perform better in search engines. 

This low-cost, high-impact strategy is especially effective for B2B companies looking to grow their online presence, generate organic leads, and establish thought leadership through mutually beneficial content collaboration.

4. Social Media Collaborations

Social media collaborations are not only for B2C brands. 

While the tone and style of your content might be different to a B2C social collaboration campaign, these campaigns can be an extremely useful tool for brands in the SaaS space. 

B2B social media collaborations involve two or more companies teaming up to share content, campaigns, or promotions across their social channels. 

These can include co-branded posts, joint LinkedIn Lives, shared video series, or collaborative giveaways. 

By leveraging each other's audiences, businesses expand their reach, boost engagement, and build trust through association, all while driving qualified traffic to each partner's site. 

This type of partnership marketing is cost-effective, easy to execute, and ideal for increasing visibility, sparking conversation, and generating leads in a more authentic, relationship-driven way.

5. ABM partnerships

Account-based marketing (ABM) is where a brand focuses on a high-value prospect that fits its ICP. 

In ABM, the stakes are high: the wins are significant, but losses are expensive. 

This is why ABM partnerships appeal. 

In an ABM partnership, two companies collaborate to target shared ideal customer profiles (ICPs) with personalized, coordinated outreach. 

Partners align on high-value accounts, then co-create tailored campaigns — such as custom content, joint emails, or personalized events — designed to engage key decision-makers. 

This approach combines data, insights, and resources from both sides to increase relevance and impact. 

By working together, companies can boost campaign effectiveness, shorten sales cycles, and increase deal size. 

ABM partnerships are especially powerful in B2B SaaS, where long sales cycles and complex buying committees require strategic, high-touch marketing that resonates with specific prospects across channels.

6. Influencer Partnerships 

In B2B SaaS, influencer partnerships involve collaborating with trusted voices in a specific niche to build credibility, reach decision-makers, and drive awareness or adoption.

These influencers might be:

• Industry consultants
• Niche content creators (e.g. YouTubers, podcasters, LinkedIn voices)
• Community leaders or analysts

They promote your SaaS solution through reviews, tutorials, webinars, or co-branded content tailored to their audience. 

What's more, since vertical SaaS targets specialized markets (like healthcare, legal, or construction), these influencers often have deep domain credibility, which means backlinks can boost your website's SEO. 

Other benefits include targeted reach, faster trust-building, and improved lead quality — making it a powerful channel for awareness and education-driven growth.

In exchange, some influencers may require payment or commission, while others will accept free access to tools and services along with promotion of their page on your channels. 

So, are influencer partnerships the right strategy for your brand?

This is an especially useful tactic in vertical SaaS, which is designed for a specific industry or niche.

However, if your SaaS targets a more general market, you might struggle to find influencers that unite your audience. 

7. Reseller/Referral Hybrid Motions

Reseller/Referral hybrid motions combine elements of both reseller and referral partnerships into a single go-to-market strategy.

• In a referral model, the partner introduces or refers potential customers to your business and earns a commission or incentive when deals close.
• In a reseller model, the partner actually sells your product — often bundling it with their own services — and may handle billing and customer support.

The hybrid motion allows partners to start by referring leads and transition into full resellers as they gain confidence or technical expertise. 

It's flexible, lowers onboarding friction, and supports deeper collaboration over time, making it ideal for scaling partner-led growth.

How to Build a Partnership Marketing Strategy

Sold on partnership marketing and ready to get started?

Admittedly, this can be a little daunting: after all, when there are two plus parties involved, it's never as simple as creating an in-house strategy. 

However, get partnership marketing right and the results should be worth the extra effort. 

We've simplified the partnership marketing strategy into five steps:

1. Define Objectives 

Kick off your B2B partner marketing strategy by defining your objectives.

This is crucial for measuring the success of your partnership and continuously optimizing your strategy down the line. 

To define objectives, start by aligning with business goals — whether these are generating leads, influencing pipeline, or increasing brand awareness. 

Now, define your objectives for partnership marketing. 

For example, if generating more leads is a general business goal, you might set a SMART goal such as:

"Generate [NUMBER] of leads from [PARTNERSHIP MARKETING PROJECT by [DATE]."

Then, set clear KPIs for each goal, such as number of qualified leads, sourced revenue, or reach and engagement metrics. 

It's vital to ensure both partners agree on success measures, timelines, and tracking methods to keep efforts focused, measurable, and mutually beneficial. 

2. Align With RevOps And Sales To Define Attribution Model

Aligning with RevOps and Sales is crucial when setting up a partnership marketing program because it ensures clear, consistent attribution of leads and revenue. 

Without alignment, partner-sourced or influenced deals can be misattributed, leading to inaccurate reporting and under-valuing partner efforts. 

RevOps should help to define the attribution model — deciding how credit is assigned across touchpoints — while Sales will ensure partner leads are properly followed up. 

Together, they create transparency, trust, and accountability, enabling smarter investment and stronger partner relationships.

3. Identify High-Fit Partners

This is the exciting bit: it's time to identify your potential partners! 

Remember — you're looking for high-fit partners. 

Start by searching for companies that share your ideal customer profile (ICP) — targeting similar industries, roles, or challenges. 

Look for mutual value, where both parties benefit from shared leads, increased reach, or enhanced offerings. 

Strong cultural alignment, complementary products or services, and overlapping sales motions also matter. 

You should be able to gain some important answers simply by evaluating a company's audience size, reputation, and willingness to collaborate. 

Ideal partners should:

• Fill a gap in your customer journey
• Strengthen your value proposition
• Be equally invested in long-term success

And if the prospect of collaborating with another company makes you nervous, take it slowly. 

Start with low-lift collaborations, then scale deeper based on results and strategic fit.

4. Set Up Co-Marketing Playbooks And Tools

Congratulations — you've secured your first partnership!

Now you've cracked the who, it's time to get into the how. 

Co-marketing playbooks help partners launch campaigns faster, stay aligned, and deliver consistent, high-quality content — making collaboration smoother and results more scalable across multiple partnerships.

Here are some key tips for setting up your co-marketing playbooks and tools:

• Create standardized templates for joint campaigns — covering emails, social posts, landing pages, and event promotion. 
• Define roles, timelines, approval processes, and branding guidelines to streamline execution. 
• Use a PRM like Introw for collaboration, automating workflows, lead registration and attribution, and monitoring partnership performance. 
• Include clear KPIs (e.g. leads, registrations, content downloads) and a feedback loop to refine future efforts. 

5. Track And Optimize Performance Via CRM/PRM Integration

Tracking and optimizing performance via a CRM-first PRM like Introw is crucial for measuring the true impact of your partnership marketing efforts. 

With integrated systems, you gain real-time visibility into lead flow, deal progress, and revenue attribution from each partner campaign. 

This transparency allows you to assess what's working, identify gaps, and make data-driven decisions. 

It also ensures partners receive proper credit and fosters trust. 

By syncing marketing activities, lead registrations, and closed-won data, you can continuously refine co-marketing strategies, improve ROI, and confidently scale successful partnerships. 

Ultimately, integration turns partnership marketing from guesswork into a performance-driven growth engine.

Real-World Partnership Marketing Example: Hubspot + Typeform

HubSpot and Typeform have developed a robust partnership marketing strategy centred on seamless integration to enhance lead generation and customer engagement. 

By combining Typeform's interactive forms with HubSpot's CRM capabilities, businesses can capture and manage leads more effectively. 

For instance, the education platform 100mentors utilized this integration to automate data entry, resulting in a 50% reduction in manual tasks and a 20% increase in conversions.

Additionally, HubSpot's "Make My Persona" tool, built using Typeform, exemplifies successful co-marketing. 

This tool allows users to create detailed buyer personas, providing value to users while generating approximately 1,000 leads per month for HubSpot. ​

The partnership's strength lies in its ability to deliver personalized, scalable marketing solutions, making it a model for effective B2B collaboration.

Best Practices for B2B Partner Marketing in 2026

For best results, ensure you follow these four partner marketing best practices: 

1. Co-Create With Partners, Don't Just Syndicate

Truly effective partner marketing stems from collaboration, not just content redistribution. 

So instead of simply handing partners premade assets, co-develop campaigns like joint webinars, co-branded eBooks, or social content. 

This ensures alignment with both brands' voices and audience needs, leading to better engagement and shared ownership of outcomes.

2. Avoid Friction: Make Collaboration Off-Portal

Friction in your joint workflows can see your collaborative projects end before you've had a chance to see the benefits. 

This is why it's so important to streamline how you work together. 

While portals are useful for asset storage and reporting, real-time collaboration thrives in low-friction channels like Slack or shared email threads. 

For a truly frictionless project, why not harness the power of Introw's PRM, which offers off-portal collaboration and integrates with Slack? 

This encourages faster communication, easier brainstorming, and a more agile response to opportunities or blockers.

3. Align On Goals Early

Before launching any activity, you need to get on the same page about what success looks like. 

Are you focused on brand awareness, marketing qualified leads (MQLs), or influencing pipeline? 

Setting shared KPIs avoids misalignment and enables meaningful measurement and reporting.

4. Use Clean CRM Data And PRM Reporting To Measure Impact

Poor data hygiene kills performance tracking. 

Ensure your CRM is clean and synced with a PRM tool like Introw so you can accurately attribute results — confidently track sourced leads, influenced pipeline, and partner-driven revenue.

➡️On the hunt for a highly effective partner relationship management system? Here's everything you need to know about choosing your next PRM. 

How Introw Powers Scalable Partnership Marketing

• One-click co-branding at scale: Introw lets you instantly add partner logos, names, and details to your sales and marketing assets — all in one click. No more manual edits for every campaign or piece of content. Scale co-branded marketing efforts effortlessly and maintain brand consistency across partner initiatives.
• Introw syncs co-marketing activities with your CRM: Introw integrates natively with HubSpot and Salesforce, ensuring all co-marketing activities, lead registrations, and partner deals are tracked directly in your CRM — no need for duplicate data entry or disconnected tools.
• Introw tracks partner engagement and shares updates via Slack: Partners receive real-time updates via its Slack integration, including notifications when leads engage or deals move forward. This off-portal engagement keeps communication flowing and visibility high without needing extra tools.
• Flexible access: Introw eliminates the friction of portal fatigue by enabling partners to engage via Slack or email — no mandatory logins needed for day-to-day updates. However, for deeper collaboration on content, strategy, and co-selling, partners can also access a fully customizable portal when needed, keeping everything aligned and easily accessible. 
• Forecast and report on a partner-attributed marketing pipeline: Easily report on partner-sourced and influenced pipeline with attribution tied directly to CRM data. Introw enables forecasting by tracking partner performance and marketing contributions in real-time.
• Built for HubSpot + Salesforce users: Designed specifically for go-to-market teams using HubSpot or Salesforce, Introw fits neatly into your existing tech stack and enhances partner marketing without adding complexity.

🚀 Power up your partner marketing with Introw — book a demo here today.

Conclusion

Ultimately, partnership marketing is a powerful, scalable growth lever for B2B SaaS, delivering lower customer acquisition costs and high-impact results. 

But remember — success depends on strong alignment across marketing, sales, and ops to ensure smooth execution and measurable outcomes. 

With the right strategy, partnerships can drive pipeline, brand visibility, and long-term revenue. 

However, partnership marketing — like any form of collaboration — is not without its challenges, from misaligned goals and communication barriers to inaccurate tracking and failure to commit. 

Fortunately, Introw makes partnership marketing much easier — after all, managing partners is what this cutting-edge platform was designed for. 

Introw keeps partner marketing CRM-native — fully integrated with HubSpot and Salesforce — so all activities are trackable, collaborative, and scalable from day one. 

By streamlining workflows and partner engagement, this software helps you unlock the full potential of partner-led growth without adding complexity or disconnected tools.

💡 Ready to streamline your partner marketing strategy? Get a personalized Introw demo.

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When working with B2B partners, it's important to have a clear way of tracking who’s involved in your opportunities and how they contribute to revenue. In Salesforce, there’s no one-size-fits-all method — and that’s the beauty of it. Depending on your organization’s needs, technical maturity, and the complexity of your partner ecosystem, you can choose from several flexible approaches.

Below, we break down 4 common ways to manage partners in Salesforce and attribute revenue to them effectively.

1.  Picklist field on an Opportunity

Best for: Simpler programs with one partner per Opportunity

The most straightforward method is to add a picklist field to the Opportunity object — for example, a field called Partner Name or Partner Source. You pre-define a list of your partners and let your sales team select the right one during opportunity creation.

How does it work?

‍What are the pros?

✅ Easy to implement

✅ No complex relationships needed

✅ Good for easy single-partner attribution

‍What are the cons?

❌ Not ideal for scaling or multi-touch attribution

2.  Lookup field to an Account object Recommended

Best for: One-to-one attribution with better data control

A step up from a picklist is using a lookup relationship field that connects an Opportunity to an Account object. This allows you to reference a full account record (your partner) and pull in relevant details automatically.

How does it work?

‍What are the pros?

✅  Clean reference to partner data being stored in your accounts

✅  Can support reporting and automation more effectively

✅  Easy to update if the Account record changes

‍What are the cons?

❌  Limited to one partner account per opportunity

3. Via a Relation table

Best for: Multi-partner attribution or shared deals

If you need to support multiple partners per opportunity, you’ll want to use a relation table that sits between Opportunities and Partner Accounts. This creates a many-to-many relationship, enabling flexible collaboration and advanced revenue sharing logic.

How does it work?

‍What are the pros?

✅  Ideal for ecosystems with resellers, distributors, and co-marketing partners

✅  Enables advanced logic for revenue splits or co-selling

✅  Ideal for ecosystems with resellers, distributors, and co-marketing partners

‍What are the cons?

❌ Requires a more technical setup and configuration

❌  More complex for reporting unless standardized

4. Custom Object for Partners

Best for: Large-scale partner programs with tiering, statuses, and multiple partner touchpoints

For organizations that want to treat their partners as a core part of the Salesforce data model, creating a dedicated Partner object is the most robust option. You can relate this object to Opportunities, Contacts, Accounts, and more — and track custom partner attributes like tier, region, industry focus, etc.

How does it work?

‍What are the pros?

✅  Fully flexible and scalable

✅  Allows for richer partner data and automation

✅  Better suited for partner performance analytics and program insights

‍What are the cons?

❌  Requires upfront planning and schema design

❌  Needs buy-in from operations and potentially dev teams

Conclusion

Choosing the right method to manage and attribute your B2B partners in Salesforce depends on the complexity of your partnerships and the level of reporting or automation you need. While simple picklists work for early-stage programs, relation tables or custom objects are better suited for mature ecosystems.

At Introw, we help customers integrate their partner workflows directly into Salesforce — making it easy to attribute, collaborate, and scale with partners, no matter which method you use.

👉 Curious how this would work in your setup? Request a demo now.