Andreas Geamanu

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Partnerships drive a huge share of global B2B revenue, yet most teams still manage them with spreadsheets and outdated tools.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.

Managing partner relationships shouldn’t feel overwhelming, but without the right system, it often does. If your company sells through channel partners, resellers, affiliates, or integration partners, you know the challenge of keeping everyone aligned. Deals get lost in emails, marketing materials go unused, and partner engagement drops when there’s no clear structure in place. 

That’s where Partner Relationship Management (PRM) software comes in — giving businesses the tools to streamline business processes, improve partner collaboration, and drive more revenue.

But with so many options available, how do you choose the right PRM platform for your needs? This guide breaks it all down, helping you find the best PRM solution to scale your partner programs, keep partners engaged, and ultimately grow your indirect sales channels.

What is PRM (Partner Relationship Management)?

Partnerships are at the core of many successful businesses, but managing those relationships efficiently is another story. What is PRM? Simply put, Partner Relationship Management (PRM) is a software designed to help businesses streamline partner collaboration, boost partner engagement, and maximize the potential of channel partners.

If your business relies on partners — whether resellers, affiliates, integration partners, or distributors — you’ve probably hit a point where managing them with spreadsheets, email threads, or a patchwork of tools just isn’t cutting it anymore. That’s where PRM software comes in.

A PRM system helps you organize, automate, and optimize everything related to partner relationships. It’s like a customer relationship management (CRM) platform, but built for partnerships instead of direct customer sales. With a PRM, you can onboard partners, share marketing materials, track performance, manage deal registration, and keep partners engaged — all in one place.

How PRM Differs from CRM

Many businesses assume that a CRM software can handle their partner relationships the same way it manages customer relationships. But while a CRM platform is built for direct sales teams to track leads and customer interactions, a PRM solution is designed for indirect sales channels and partner programs. Customer relationship management focuses on enhancing customer satisfaction, loyalty, and retention by managing customer interactions and data, whereas PRM is tailored for managing partner relationships and indirect sales channels.

A PRM helps you:

• Manage multiple partner programs — Whether working with reseller partners, independent software vendors, or solution providers, a PRM ensures smooth coordination.
• Automate partner onboarding — Ensuring new partners have access to the necessary resources to succeed.
• Streamline business processes — Reducing manual data entry while improving visibility into partner activities.
• Enable deal registration — Ensuring partner sales and lead management are well-documented and tracked separately from direct sales.

Why Do You Need a PRM?

The benefits of partner sales and a strong partner relationship management system go beyond just having more hands on deck. A well-managed PRM solution leads to better business processes, increased customer satisfaction, and ultimately, more revenue.

Companies working with channel partners, resellers, or affiliates know that partnerships can be a massive revenue driver — but only if they’re well-managed. Without a PRM platform, things can get messy:

• Tracking leads and deals? Scattered across emails, Slack, and random spreadsheets.
• Marketing materials? Lost in email threads or outdated PDFs.
• Onboarding new partners? Inconsistent and frustrating.
• Measuring partner performance? Nearly impossible without accurate sales analytics.

A PRM system eliminates these headaches by providing a central hub to manage partner relationships, keep partners informed, and streamline business processes — leading to higher revenue growth and less manual data entry.

💡 Did you know? Partner-led deals tend to be 32% bigger and have a 2.8X higher win rate than deals closed by a direct sales team alone.

How to Choose the Right PRM for Your Business

Choosing the right PRM software isn’t just about getting the latest technology — it’s about finding the right PRM platform that aligns with your business goals, partner recruitment strategies, and revenue growth objectives.

Not all PRMs are created equal. Some are clunky and take months to implement, while modern PRMs (like Introw) can be up and running in minutes. Here’s how to find the best PRM solution for your business.

1. Key Features to Look for in a PRM System

A great PRM platform should help you manage partner relationships without adding extra headaches. Here are the key features to look for:

• Partner Onboarding & Training – Get new partners set up quickly with structured onboarding processes and the right business tools.
• Deal Registration & Lead Management – Ensure channel partners can submit leads easily, reducing channel conflict.
• Performance Tracking & Metrics – Keep tabs on sales performance, revenue targets, and partner engagement. Monitoring partners' performance through business intelligence-based dashboards can help analyze partner activities and optimize strategies, fostering better collaboration and driving revenue growth.
• Content & Marketing Material Management – Ensure partners always have access to brand guidelines, marketing materials, and incentive programs.
• Seamless CRM Integration – A PRM platform should sync with your CRM systems like Salesforce or HubSpot.
• Communication & Collaboration Tools – Features like Slack notifications, automated emails, and portal updates ensure partners stay engaged.

💡 Bonus: Look for PRM systems that integrate with tools like Crossbeam, Slack, and Zapier for better automation.

2. Involving the Right Stakeholders in Partner Onboarding

Before investing in a PRM system, make sure you involve the right people in your organization:

• Sales & Channel Managers – They need full visibility into partner sales, lead management, and pipeline performance.
• Marketing Teams – They’re responsible for partner engagement strategies, marketing collateral, and sales enablement materials.
• RevOps & CRM Admins – They ensure seamless CRM integration with business processes.
• Your Partners – Ask your external partners what they actually need to be successful.

3. Prioritizing Time-to-Value for Partner Performance

Some PRM solutions take 4-6 months to fully implement — leading to unnecessary delays and revenue loss. Long setup times also mean higher development costs, lost sales opportunities, and increased frustration for channel managers and partners who are left waiting. Modern PRMs (like Introw) can be deployed in minutes, ensuring you see results faster and allowing partner programs to start contributing to revenue growth almost immediately.

💡 Every day without a PRM is a missed opportunity to drive more revenue.

4. Choosing a CRM-First PRM Platform

Most businesses already rely on a CRM system to track customer and partner activities. The best PRM systems don’t replace your CRM — they enhance it. Look for:

• 2-Way CRM Sync – So customer relationships and partner sales data are always accurate.
• Lead & Deal Syncing – So partners don’t have to manually enter sales opportunities.
• Support Ticket & Collaboration Features – PRMs should go beyond just deal registration.
• Built-In Analytics – Get instant insights into partner performance and sales metrics.

Why Introw is the Best PRM in 2025

If you’re looking for a PRM solution that’s fast, easy, and actually built for modern partner relationships, Introw is a top choice. Here’s why:

• Fast Deployment – No need to wait months to get started.
• CRM-First Integration – Works seamlessly with your CRM platform.
• Designed for Engagement – Helps keep partners informed and active.
• Proven Track Record – Companies using Introw see higher partner adoption and sales growth.

Final Thoughts

A strong PRM platform isn’t just about ticking feature boxes — it’s about partner success, revenue growth, and streamlining business processes.

If you’re ready to scale your partner programs, drive more revenue, and improve partner engagement, investing in the right PRM system is a no-brainer.

Want to see how Introw can transform your partner programs? Request a demo or try it for free today!

FAQs about Choosing PRM

1. What is PRM, and how is it different from a CRM?

PRM (Partner Relationship Management) is software designed to help businesses manage partner programs, track partner sales, and optimize collaboration with channel partners, resellers, and affiliates. Unlike CRM software, which focuses on direct sales teams and customer relationships, a PRM system is built to support indirect sales channels by providing features like partner onboarding, deal registration, and performance tracking.

2. How do I choose the best PRM for my business?

When selecting a PRM platform, consider factors such as ease of implementation, CRM integration, automation features, and partner engagement tools. A good PRM solution should help you streamline business processes, reduce manual data entry, and improve partner collaboration. Look for features like 2-way CRM sync, marketing collateral management, and automated partner updates via Slack or email.

3. What are the key benefits of using a PRM solution?

A PRM system helps businesses manage partner relationships efficiently, leading to higher revenue growth, better sales performance, and improved customer satisfaction. Key benefits include:

• Automated partner onboarding – Get new partners up to speed quickly.
• Deal registration & lead tracking – Reduce conflicts and improve visibility.
• Performance management – Track partner success, revenue targets, and engagement metrics.
• Marketing & content sharing – Ensure partners have the necessary resources to sell effectively.

4. Why is Introw the best PRM solution in 2025?

Introw stands out as a modern PRM platform that prioritizes fast setup, seamless CRM integration, and partner engagement beyond the portal. Unlike traditional PRMs that require months of setup, Introw is ready to use in minutes. It also offers:

• 1-click CRM integration – Works effortlessly with HubSpot, Salesforce, and other CRM systems.
• Real-time analytics & reporting – Track partner performance and sales opportunities.
• Automated partner updates – Keep partners informed via Slack, email, or in-app notifications.

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This milestone reinforces our mission: leveraging CRM-data as the single source of truth for partner collaboration.

Introw is helping over 1000 HubSpot users to launch a partner portal in minutes, all integrated with their CRM. This has resulted in an increased partner revenue & engagement for HubSpot customers (see Sandsiv case study).

Benefits of the HubSpot Integration

Certified integrations reflect a strong investment in product quality and customer experience, ensuring users can unlock greater value from their HubSpot workflows. Partners can collaborate in real-time on deals and get real-time updates, while resellers can even manage their own deals without needing a HubSpot account.

🪄By connecting HubSpot to Introw, all partner data sitting in HubSpot will come to life in no-time:

• You'll be aligned with your partners by collaborating on deals in your partner portal. Comments are being pushed as notes in your HubSpot.
• You'l be able to sync partners from HubSpot directly to Introw
• You'll be able to push form submissions (become a partner, support request, lead form & deal form) directly to HubSpot.
• Add other dynamic CRM-views based on HubSpot objects to your shared space (contacts, companies, leads or tickets)

Next to this, Introw integrates with contacts, product, quotes and more in order to keep HubSpot as the single source of truth for data management.

Introw Copilot in HubSpot

The HubSpot Copilot enables the partnership, sales, and marketing teams to seamlessly collaborate with their B2B partners directly within their CRM. Watch this short video to see how the Copilot workflow operates.

Laurens Lavaert, CTO at Introw, adds, “HubSpot has been an exceptional partner. Achieving certification on their marketplace reinforces our dedication to helping businesses streamline partner collaboration. With Introw, nearly 1000 HubSpot users are already simplifying their partner collaboration, and we’re excited to help thousands more maximize their success.”

HubSpot’s App Partner Program continues to grow its ecosystem of top-tier integrations, offering users powerful tools to expand their reach and streamline their operations.

Connect HubSpot to Introw now

1. Create an account via: https://rooms.introw.io/signup
2. Connect your CRM
3. See the magic in action 🪄

About Introw

Introw is a partner relationship platform (PRM) that lets you launch a personalized partner portal in minutes—fully integrated with HubSpot (& Salesforce). Whether you work with resellers, referral partners, distributors, or implementation partners, Introw streamlines collaboration and boosts engagement without the hassle of traditional portals.