Case studies

When working with B2B partners, it's important to have a clear way of tracking who’s involved in your deals 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 deal

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 deal creation.

How does it work?

‍What are the pros?

✅ Easy to implement

✅ No complex relationships needed

✅ Good for single-partner attribution

‍What are the cons?

❌ Not ideal for scaling or multi-touch attribution

2. 🔍 Lookup field to an Account or Partner object

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 or custom Partner object. This allows you to reference a full partner record and pull in relevant details automatically.

How does it work?

‍What are the pros?

✅  Clean reference to partner data

✅  Can support reporting and automation more effectively

✅Easy to update if the partner record changes

‍What are the cons?

❌  Still limited to one partner per deal

❌  Requires a bit more setup and permissions handling

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?

✅  Fully supports multi-partner attribution

✅  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.

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What is Introw?

Working with resellers, referral partners, distributors,...? Keep on reading! Introw is a partner relationship management (PRM) platform allowing you to collaborate with your B2B partners in shared spaces integrated with HubSpot.

One space to be aligned on pipeline, enable partners with content and track engagement.

Partnership data lives in the CRM, so we’re leveraging that to the fullest with our native and 1-click HubSpot and Salesforce integration.

With that, we’re not only elevating your B2B partnership experience, we’re elevating the experience of your entire partnership team.

Request a demo now.

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Partnerships can be a lucrative revenue stream — when your business has the right tools for the job. 

Indeed, many SaaS companies miss out on potential partner-driven revenue because they lack precise partnership tracking. 

It's no secret that, in 2025, the traditional spreadsheet tracking is dead.

Manual updates, delayed insights, and fragmented data no longer cut it. 

Instead, today's partner programs demand real-time visibility from overlap to close, ensuring every deal is tracked, attributed, and optimized for growth.

Modern solutions replace outdated spreadsheets with automated, CRM-integrated partnership tracking software, ensuring that partner-sourced revenue is captured seamlessly.

A precision-driven, real-time partnership tracker gives SaaS companies the edge by aligning sales teams, automating reporting, and enabling data-driven decisions. 

With clear visibility into partner-influenced deals, businesses can maximize partner ROI, improve collaboration, and scale revenue faster. 

In today's competitive landscape, partnership tracking isn't optional — it's essential for unlocking sustainable, repeatable growth.

What to Look for in a Partnership Tracking Platform

So, you know you need a modern partnership tracking platform.

But which features should you be looking out for? 

Here are seven features that every strong partnership tracking platform should have in 2025: 

1. A CRM-native integration: Salesforce or HubSpot
2. Lead/deal registration and auto-attribution
3. Partner engagement metrics — for example: Slack or email syncs, partner activities log
4. Forecasting partner-sourced and partner-influenced pipeline
5. Ecosystem data integrations (Crossbeam)
6. Real-time alerts and co-sell enablement
7. Custom workflows by partner type (referral, reseller, tech, MSP)

10 Best Partnership Trackers to Use in 2025

Ready to revolutionize your partnerships by investing in a new partnerships tracker? 

Here are ten top tools to consider. 

#1 Introw (with Crossbeam Integration)

Introw is the most powerful PRM for modern SaaS companies — and its native integration with Crossbeam supercharges the entire partner revenue workflow.

Here's Why It's #1:

• Starts where your team lives: Salesforce or HubSpot
• Tracks every partner deal, lead, and engagement touch in real time
• Uses Crossbeam's account mapping data to identify overlapping customers and prospects across your ecosystem
• Tracks every engagement your partners have with content/sales presentations
• Tracks commissions in real-time
• All activity is tracked and visible to Partner Managers, RevOps, and CROs

Quick Feature Rundown:

• CRM-native lead & deal registration
• Real-time alerts via Slack and email
• Deal attribution and forecasting built into your pipeline
• Partner segmentation, enablement, and engagement tracking
• Modular workflows (referral, reseller, MSP, tech)
• Set-up in minutes — not months

Find out more:

🔗 Introw + Crossbeam Integration Overview

🔗 HubSpot Integration

🔗 Salesforce Integration

🔗 See how Introw works

#2 PartnerStack

Referral and affiliate program software PartnerStack comes with some handy partner performance tracking features designed to help businesses recruit, track, and optimize partnerships effectively.

Quick Feature Rundown:

• Lead Monitoring
• CRM Integration
• Automated Attribution
• Performance Reporting
• Commission Automation
• UTM Tracking Support
• Fraud Protection

Pros: Commission automation, partner marketplace

Cons: Not ideal for co-sell motions or deep CRM integration

#3 Impartner

​Impartner is a leading Partner Relationship Management platform designed to optimize and automate the entire partner lifecycle, enhancing collaboration and driving revenue growth. ​

Quick Feature Rundown:

• Partner dashboards 
• Individual Partner Portals​
• Portal workflows
• Role-based permissions
• Opportunity management​
• Action tracking​
• Lead management
• Partner performance reporting​
• Partner engagement tools​
• CRM integration

Pros: Comprehensive tracking, robust backend

Cons: Heavier set-up, limited CRM-native tracking

#4 Allbound

​Impartner is a leading Partner Relationship Management platform designed to optimize and automate the entire partner lifecycle, enhancing collaboration and driving revenue growth. ​

Quick Feature Rundown:

• Lead Management
• Opportunity Management
• Action Tracking
• Partner Performance Reporting
• CRM Integration
• Program Compliance Manager
• Business Planning Tools
• Journey Builder
• Analytics Studio

Pros: Great partner management, easy to use, good customer support

Cons: Limited customization 

#5 ZINFI

​ZINFI is a comprehensive Partner Relationship Management platform that streamlines partner engagement and performance tracking.

This platform puts a heavy focus on automation, empowering you to save time and money when managing your partnerships. 

Quick Feature Rundown:

• Lead management​
• Opportunity management
• Performance analytics​
• Incentive management​
• Partner portal​
• Partner onboarding
• Partner training​
• Deal registration
• Automated partner onboarding, training, marketing, selling, and performance tracking

Pros: Easy to use, strong partner management, good customer support

Cons: Some features are limited

#6 Kiflo 

Partner Relationship Management platform Kiflo is designed to streamline partner engagement, growth, and success. 

It offers customizable and automated tools that show users a visual representation of their partnerships.

Furthermore, Kiflo caters specifically to small to medium-sized businesses, providing a personalized approach to partner management.

Quick Feature Rundown:

• Lead and Deal Registration​
• Real-Time Deal Tracking
• Dynamic Performance Dashboards
• Automated Partner Onboarding​
• Customizable Certifications​
• Content Management and Sharing​
• Automated Reward and Incentive Management​
• Comprehensive Analytics​
• CRM Integration

Pros: Good customer support, strong partner management features 

Cons: Integrations have limitations 

#7 WorkSpan 

WorkSpan is a Partner Relationship Management platform designed to enhance collaboration and drive revenue growth through strategic partnerships. 

It provides a comprehensive ecosystem for co-selling, co-innovating, co-marketing, and co-investing, enabling organizations to optimize their partnership strategies effectively.

Quick Feature Rundown:

• Co-sell opportunity management​
• Performance measurement​
• Best-practice partnership planning templates
• Comprehensive reporting and analytics​
• Real-time data sharing and collaboration​
• AI-driven insights and recommendations​
• Secure ecosystem access control​
• Automated referral creation and sharing​
• Customizable dashboards and metrics​
• Integration with existing CRM systems​

Pros: Strong partner management and collaboration tools 

Cons: Steep learning curve

#8 LeadsBridge 

​LeadsBridge is a comprehensive integration platform designed to streamline lead generation and management processes by connecting various marketing and CRM tools. 

Its unique value proposition lies in offering over 380 integrations. 

These integrations include custom solutions tailored to specific business needs, ensuring seamless data synchronization and enhanced marketing efficiency.

Quick Feature Rundown:

• Lead sync
• Audience targeting
• Online-to-offline tracking​
• Custom integration​
• Real-time data syncing​
• Lookalike audiences​
• Platform-to-platform integration​
• Lead nurturing​
• eCommerce synchronization​

Pros: Helpful customer support, thorough automation, seamless integrations

Cons: Initial set-up can be complex

#9 ZiftONE

Zift Solutions is a comprehensive Partner Relationship Management platform that streamlines channel management, enhances partner engagement, and drives revenue growth. 

This software integrates marketing, sales, and learning processes into a single platform, offering personalized experiences for businesses and their partners.

Quick Feature Rundown:

• Partner explorer​
• Tier Programs​
• User achievements​
• Partner groups​
• Customizable partner portals​
• Real-time analytics and reporting​
• Seamless CRM integration​
• Automated lead distribution​
• Partner onboarding tools

Pros: Easy to use and good customer support

Cons: Limited customization 

#10 Channeltivity

Channeltivity is a Partner Relationship Management platform designed to streamline channel management, enhance partner engagement, and drive revenue growth.

The software offers a comprehensive suite of tools — including deal registration, lead distribution, and partnership performance tracking — tailored to optimize channel operations for technology companies.

Meanwhile, its analytics and reporting suite, empowers leaders to make data-driven decisions and improve resource allocation.

Quick Feature Rundown:

• Deal registration​
• Lead distribution​
• Referrals and commissions
• Distributor management​
• Partner dashboards​
• Analytics and reporting​
• Notifications and reminders​
• Partner portal​
• Training and certification​
• Business planning​

Pros: Streamlined partner engagement and deal tracking and responsive support to ensure customer satisfaction

Cons: Customization limitations

Why Introw + Crossbeam is the Best Partnership Tracking Stack in 2025

If you're ready to integrate account mapping into your PRM, consider Introw with Crossbeam.

So, how do the two platforms work together?

Introw leverages Crossbeam's overlap data to identify opportunities and instantly share them with your partners. 

Essentially, Crossbeam finds the opportunity, and Introw then turns it into revenue. 

This process is super simple too — one-click integration connects the partner overlap data to the actual pipeline. 

What's more, Introw (with Crossbeam) syncs seamlessly into Salesforce or HubSpot, empowering you to manage your partner tracking process from inside your CRM. 

The Introw-Crossbeam integration also enables co-sell motions with visibility, engagement, and forecasting. 

And Introw is built for scale! 

There are no portals, no spreadsheets, and no data silos here. 

Conclusion

Today's partner programs live and die by what they can track.

Introw + Crossbeam is the only solution that handles account mapping, lead registration, engagement tracking, and forecasting — all in one flow

So, say goodbye to portal logins and spreadsheet chaos. 

✅ Ready to track every opportunity and turn partnerships into pipeline? Book your personalized Introw demo

FAQs

1. What Is a Partnership Tracker?

A partnership tracker is a tool or software that enables companies to monitor and manage business collaborations, affiliate programs, or influencer partnerships. 

They typically help to track:

• Performance key metrics
• Communication
• Payments
• Contractual agreements

Businesses use these trackers to optimize relationships, measure success, and streamline operations — improving their partnerships and boosting the bottom line.

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2. How Does Introw Track Partner-Sourced Pipeline?

​Introw tracks partner-sourced pipelines by integrating with your CRM, automatically detecting partners, and providing a shared sales pipeline. 

This set-up allows partners to access and manage their deals directly, helping you manage relationships and ensuring real-time alignment and transparency. 

Additionally, Introw automates updates based on CRM data, keeping all stakeholders informed.

‍

3. What Does The Crossbeam Integration Do Inside Introw?

​Introw integrates with Crossbeam as a data source, allowing users to connect and leverage Crossbeam's partner ecosystem data within Introw's platform. 

Integrate the tools to enable automatic detection of partners and tracking of partnership revenue. 

This helps to ensure the CRM remains the single source of truth. 

By combining Crossbeam's data with Introw's features, users can manage partners, collaborate on deals, and automate updates effectively.

‍

4. Can I Track Partner Engagement And Attribution In My CRM?

With the right tools, yes! 

With Introw, you can track partner engagement and attribution directly in your CRM. 

Introw integrates with your CRM to automatically detect the right partners, log interactions, and track revenue attribution from partner-sourced deals. 

This ensures that your CRM remains the single source of truth, giving you complete visibility into partner-driven impact.

‍

5. What Makes Introw Better Than Traditional PRMs?

Introw stands out from traditional Partner Relationship Management (PRM) tools by focusing on CRM integration and automation. 

Unlike PRMs that require manual partner input, Introw automatically detects partners, tracks deal progression and attributes revenue directly within your customer relationship management system. 

This eliminates friction, ensures real-time visibility, and makes managing your partnership program seamless and efficient.

A strong CRM system should be the backbone of your partner programs. 

Embrace your CRM when it comes to partner management, and you can expect centralized relationships, seamless collaboration, full alignment with business operations, fewer channel conflicts, and improved revenue projections. 

What's more, by embedding partner management within a CRM, businesses gain a unified source of truth, improving efficiency, accountability, and long-term success in partner ecosystems.

Traditional, siloed partner tools simply can't keep up with the power of modern CRMs. 

It makes sense, then, that businesses are increasingly shifting to CRM-first workflows, integrating partner management into broader customer and revenue strategies. 

This transition eliminates inefficiencies caused by disconnected systems, enabling real-time visibility into partner performance.

When moving to a CRM-first workflow, businesses must understand the importance of native integrations, deal tracking, and forecasting. 

Look for CRM tools that offer native integrations with marketing automation, sales pipelines, and support tools to ensure that partner activities are fully aligned with business operations. 

Meanwhile, deal tracking within a CRM allows businesses to monitor partner-driven opportunities, assign leads effectively, and prevent channel conflicts. 

And forecasting capabilities provide data-driven insights into revenue projections, helping companies optimize their partner strategies.

To sum up, a CRM-first approach fosters stronger, data-backed partnerships that drive sustainable growth.

⬇️In this guide, we'll cover everything you need to know to make the best CRM decision for your business and your partners. 

What to Look for in a CRM for Partner Management

When considering which CRM to go for, you'll undoubtedly already have several 'must have' features in mind. 

But here are the most important features to look out for when it comes to partner management: 

• Partner lead/deal registration
• Custom fields and workflows for channel/reseller/referral types
• Engagement tracking and collaboration tools
• Reporting and forecasting across partner-attributed pipeline
• Integration with PRM tools like Introw
• Scalability and API access for custom automation

15 Best CRM Platforms for Partner Management in 2025

So, we know that a CRM-first approach has a wide variety of benefits for partner management. 

But choosing the right CRM can be daunting; after all, it's a pretty big decision. 

And not every CRM is fit for partner management. 

To help you out, we've compiled a list of the best 15 CRM for partner management, along with their pros and cons. 

#1 HubSpot

A giant of the CRM world, HubSpot's CRM is super popular among growing SaaS teams. 

​This comprehensive, AI-powered platform is designed to unify customer data, streamline business operations, and enhance customer experiences. 

It offers a suite of tools across marketing, sales, customer service, content management, and operations, all integrated into a single system to facilitate seamless collaboration and efficiency. ​

And when it comes to partner management, Hubspot's CRM boasts several key features, including:

For partner management, HubSpot CRM provides several key features:​

✅ CRM partner relationship management (PRM) integrations: Access PRM software Introw through HubSpot's App Marketplace for partner engagement tracking, lead registration, and Slack-based collaboration.

✅ Association labels: Define and manage relationships with partners by labelling companies as "Partner" or "Distributor," clarifying roles and facilitating targeted communication. ​

✅ Partner services: Utilize Partner Services to track and manage services provided by partners, ensuring organized and efficient collaboration. ​

✅ Automation: Save time by automating workflows and repetitive processes 

These features enable businesses to effectively manage and nurture their partner relationships within HubSpot CRM.

🔗 Find out more about how Introw and Hubspot work together

#2 Salesforce

Salesforce remains the gold standard for enterprise partner programs. 

This comprehensive, cloud-based platform streamlines customer relationship management and partner relationship management by integrating sales, marketing, customer service, and more into a unified system. 

It empowers businesses to enhance customer interactions, improve satisfaction, and drive growth through data-driven insights and automation.

For partner management in CRM, Salesforce CRM offers several key features:​

✅ Partner relationship management software integration: Seamlessly integrates with Introw to place PRM functionalities firmly within the CRM, enabling tracking of partner pipeline, engagement, and performance — all natively.

✅ Powerful reporting and forecasting: Delivers key data insights to enable data-driven decisions, as well as accurate forecasting.

✅ Personalized partner engagement: Provides personalized templates and data-driven enablement tools to engage partners effectively, enhancing communication and collaboration. ​

✅ Automated processes: Automates marketing fund requests, discounting, and service case management, reducing manual tasks and increasing efficiency in partner interactions. ​

✅ Real-time updates with partner connect: Facilitates secure deal tracking and real-time, automated updates on co-selling deals across different CRMs, ensuring transparency and reducing data duplication.

✅ Scalability: Built on the Salesforce platform, it scales easily to accommodate growing partner ecosystems, adapting to evolving business needs. ​

🔗 Learn more here:  Introw + Salesforce Integration

#3 Zoho CRM

Zoho offers a flexible, cloud-based CRM that helps businesses manage sales, marketing, and customer relationships efficiently. 

It's also a good option for those looking for a CRM that will support partner relationship management for sustainable business growth. 

✅ Territory management: Organize and manage partner territories effectively, aligning sales strategies with specific regions or market segments.

✅ Workflow automation: Automate routine tasks and processes, enabling partners to focus on strategic activities and improving overall efficiency.

✅ Advanced analytics: Gain insights into partner performance through detailed reports and dashboards, facilitating data-driven decision-making. ​

✅ Customizable modules: Tailor CRM modules to fit specific partner management needs, ensuring a personalized and relevant experience. ​

✅ Multi-channel communication: Engage with partners across various channels, including email, phone, and social media, ensuring seamless communication.

Pros: Affordable, customizable, partner portal add-on

Cons: Weaker reporting, fewer native integrations

Best For: SMEs or mid-market teams just starting their partner motion.

#4 Microsoft Dynamics 365

Microsoft Dynamics 365 is an AI-powered suite of business applications that combines CRM and ERP capabilities to enhance customer experiences and business operations. 

It integrates sales, marketing, service, and financial data to help organizations innovate, automate processes, and drive growth.

It encompasses several key features for partner management:

✅ Manage partner relationships with shared data insights

✅ Automate lead and opportunity tracking

✅ Integrate partner sales data for streamlined collaboration

✅ Enable partner performance monitoring through analytics

✅ Use AI to provide personalized partner support

Pros: Deep integrations, enterprise-friendly

Cons: Steep learning curve, dev-heavy

Best For: Enterprises already deep in Microsoft's stack or those with in-house CRM admins

#5 Pipedrive

Pipedrive offers a clean, simple CRM that's easy to use. 

It automates repetitive tasks, tracks communications, and provides actionable insights to help sales teams optimize performance.

Admittedly, this one isn't purpose-built for partners, but it can support small partner programs with the right tagging and workflows.

When it comes to partner management, Pipedrive allows you to:

✅ Organize and track partner interactions in one space

✅ Automate partner follow-ups and communications

✅ Visualize partner pipeline for better decision-making

✅ Use AI for personalized partner management insights

✅ Centralize partner data for easy collaboration and reporting

Pros: Visual pipeline, easy setup

Cons: Limited partner automation, no partner-specific fields

Best For: Early-stage teams experimenting with partnerships

#6 Close.com

Close CRM is a platform designed to streamline sales processes for small businesses, focusing on automation, communication, and deal management. 

It offers an intuitive, fast interface for managing leads and communications — and can also prove useful for partner relationship management. 

Here's how:

✅ Track partner interactions and pipeline progress

✅ Automate partner outreach and follow-ups

✅ Centralize partner data and activity

✅ Monitor partner performance with analytics

✅ Seamlessly integrate with other tools for collaboration

Pros: Simple, easy-to-use

Cons: Limited customization

Best For: Small businesses with big growth ambitions 

#7 Freshsales

Freshsales by Freshworks is an AI-powered sales CRM that enhances revenue growth with automation, lead scoring, and predictive analytics. 

It streamlines workflows and provides insights to improve sales efficiency.

Here's how it can boost partner management:

✅ Track and manage partner relationships efficiently

✅ Automate follow-ups and communication with partners

✅ Centralized data for seamless collaboration

✅ AI-powered insights to optimize partner engagement

✅ Customizable pipelines to monitor partner deals

Pros: Easy to use and excellent customer support

Cons: Limited features and a steep learning curve

Best For: Start-ups and SMEs that need a friendly, affordable CRM solution. 

#8 Copper

A relationship-focused CRM designed for Google Workspace users, Copper is all about streamlining contact management, deal tracking, and workflow automation. 

It also minimizes data entry and integrates seamlessly with Gmail.

Key features for partner management:

✅ Centralized partner contact and activity tracking

✅ Automated workflows for partner communications

✅ Custom pipelines to monitor partner deals

✅ Seamless integration with Google Workspace

✅ Real-time reporting and analytics for partner performance

Pros: Easy integration with Google properties, user-friendly 

Cons: Limited scalability

Best For: Businesses that depend on Google Workspace 

#9 Insightly

Insightly is a scalable CRM designed for businesses to manage customer relationships, sales, and marketing in one platform.

It offers automation, project tracking, and analytics to drive growth and efficiency.

Looking for a CRM to boost partner management?

Here's how Insightly can support PRM:

✅ Centralized partner relationship tracking

✅ Automated workflows for partner interactions

✅ Customizable pipelines for deal management

✅ Advanced analytics for partner performance monitoring

✅ Integration with third-party apps for collaboration 

Pros: Great customer support and deep customization  

Cons: Steep learning curve

Best For: SMEs and start-ups looking for a customizable and scalable CRM. 

#10 SugarCRM

A flexible, AI-driven CRM platform, SugarCRM is designed for B2B sales, marketing, and customer service. 

It automates data collection, provides predictive insights, and streamlines workflows for enhanced efficiency.

Key features for partner management include:

✅ Centralized partner relationship tracking

✅ AI-powered insights for partner engagement

✅ Automated workflows for seamless collaboration

✅ Custom dashboards for partner performance monitoring

✅ Integration with third-party tools for extended functionality

Pros: Lots of features, good customer support

Cons: Long implementation, steep learning curve

Best For: Large businesses and enterprises looking to commit to a CRM long-term

#11 Nutshell CRM

Nutshell is a user-friendly CRM that combines sales, marketing, and pipeline management into one intuitive platform. 

It simplifies lead tracking, automates workflows, and integrates with essential tools to enhance team collaboration and efficiency.

Here are Nutshell's most useful partner management features:

✅ Centralized partner contact and deal tracking

✅ Automated follow-ups and task reminders

✅ Customizable pipelines for partner relationship management

✅ Integration with marketing automation tools for outreach

✅ Real-time reporting and analytics for partner performance

Pros: Simple, easy to use, great customer support

Cons: Steep learning curve, limited integrations 

Best For: Smaller businesses looking for a simple, affordable CRM 

#12 Creatio

Creatio is an AI-powered, no-code CRM platform.

It automates workflows and customer relationship management for sales, marketing, and service teams, empowering businesses to streamline operations, optimize engagement, and enhance productivity.

It's pretty helpful when it comes to partner management, too. 

Here's how:

✅ Centralized partner relationship tracking

✅ AI-driven insights for partner engagement

✅ No-code automation for partner collaboration

✅ Custom dashboards for performance monitoring

✅ Seamless integrations for extended functionality

Pros: Great automation, customization, and usability 

Cons: Steep learning curve

Best For: Large businesses with multiple departments that require smooth company-wide adoption

#13 NetSuite CRM

NetSuite is a cloud-based business management suite that includes CRM, ERP, and financial tools to streamline operations, automate workflows, and improve decision-making. 

It provides robust partner management capabilities, such as:

✅ Partner relationship management with centralized data

✅ Automated workflows for seamless collaboration

✅ Real-time analytics for partner performance tracking

✅ Custom dashboards to monitor deal progress

✅ Integration with third-party applications

Pros: Great functionality and ease of use. 

Cons: Steep learning curve, expensive, complex implementation

Best For: Enterprises that need to streamline their processes. 

#14 Monday CRM

Monday CRM is a flexible, no-code customer relationship management platform that helps businesses manage sales, projects, and workflows.

It centralizes data, automates tasks, and enhances collaboration to improve efficiency.

Monday's key features for partner management include:

✅ Centralized partner tracking and collaboration

✅ Automated workflows for partner onboarding and engagement

✅ Customizable pipelines to manage partner deals

✅ Integration with third-party tools for seamless operations

✅ Real-time analytics for partner performance insights

Pros: Great range of features, scalable, easy to customize

Cons: Steep learning curve

Best For: SMEs and service businesses 

#15 Zendesk Sell

A modern sales CRM, Zendesk Sell enhances productivity, provides full pipeline visibility, and integrates automation to streamline deal management. 

It helps sales teams manage leads, track interactions, and optimize workflows.

However, its features can also be used for PRM, including:

✅ Centralized partner tracking and collaboration

✅ Automated workflows for partner engagement

✅ Customizable sales pipelines for partner deals

✅ Real-time analytics for partner performance insights

✅ Seamless integrations with external tools

Pros: Simple user interface, intuitive to use, good automation features

Cons: Complex setup

Best For: Businesses of any size that want to streamline their processes

How to Choose the Right CRM for Partner Management

Ready to decide on your new CRM?

Here are some handy guidelines.

Make sure your new CRM has:

• Native or customizable deal reg
• CRM alignment with partner program complexity
• Integration with a PRM like Introw
• Automation and reporting

And watch out for these common pitfalls:

• No partner-specific fields or segmentation
• Manual tracking outside the CRM
• No integration between CRM and partner activities

Three final tips for choosing a CRM for partner channel management:

1. Align with RevOps early
2. Evaluate scalability and workflow compatibility
3. Test integrations with tools like Introw

How Introw Supercharges CRM for Partner Management

Of course, when it comes to partner relationship management, a CRM alone won't do. 

Sure, investing in the right CRM can significantly boost your partner relationships, but if you aim to establish a profitable ecosystem, PRM software is crucial. 

And your PRM must integrate seamlessly with your CRM. 

This is where state-of-the-art PRM Introw comes in. 

Here's why Introw stands out among other PRMs:

• CRM-first: your team works entirely within Salesforce or HubSpot — no extra logins, no tool-switching. Partners still collaborate via a dedicated portal, fully synced with your CRM.
• Deal and lead registration are mapped directly to the CRM
• Partner engagement tracking is synced with both the CRM and Slack
• Forecasting and visibility operates across all partner-attributed revenue
• No-code workflows for referrals, resellers, and MSPs

But don't just take our word for it — book your personalized demo today and see Introw in action.

Conclusion

The message is clear — choosing the right CRM is foundational to scaling partner revenue. 

The best CRMs support visibility, collaboration, and clean partner data.

They also integrate seamlessly with your PRM, empowering you to effectively manage your partners without leaving your CRM. 

To recap, here are the 15 best CRMs for partner management in 2025:

1. HubSpot
2. Salesforce
3. Zoho CRM
4. Microsoft Dynamics 365
5. Pipedrive
6. Close.com
7. Freshsales
8. Copper
9. Insightly
10. SugarCRM
11. Nutshell CRM
12. Creatio
13. NetSuite CRM 
14. Monday CRM
15. Zendesk Sell

Want to manage your entire partner program from your CRM? Try Introw — the CRM-first PRM.

FAQs

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What is The Best CRM For Partner Management In 2025?

HubSpot and Salesforce are top choices if you're looking for a partner relationship management CRM.

When it comes to PRM, HubSpot's features include association labels, partner services, automation, and — most importantly — partner relationship management system integrations, including Introw.

Meanwhile, Salesforce — a titan of the CRM world — offers robust reporting and forecasting, personalized partner engagement, real-time updates with partner connect, scalability, and automation. 

Its PRM integrations are also world-class, with a seamless Introw integration that places PRM functionalities firmly within the CRM.

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Can I Manage Partnerships Inside HubSpot or Salesforce?

With the right Partner Relationship Management in CRM software, absolutely!

Integrate Introw with Salesforce or Hubspot, and you'll find the PRM operates from inside these tools with no external logins or portals. 

This empowers you to manage all your partnerships from inside these CRMs, saving time and improving efficiency. 

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How Does Introw Integrate With My CRM For Partner Workflows?

When you integrate Introw with Salesforce or Hubspot, the cutting-edge PRM simply sits inside these tools. 

This means there are no external logins or portals to complicate matters, and your CRM remains your single source of truth. 

It also allows for real-time data synchronization and eliminates manual list uploads, boosting efficiency. 

Introw can also auto-detect channel partners and start tracking partnership revenue instantly. 

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Why Use a CRM Instead of a Standalone Partner Portal?

A CRM offers broader functionality than a standalone partner portal by integrating partner tracking with sales, marketing, and customer data, creating a centralized system for collaboration. 

Furthermore, it enhances automation, reporting, and analytics, improves cross-team visibility, and ensures seamless integration with other business tools — leading to better decision-making and efficiency.

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What Are Must-Have CRM Features For Partner Tracking?

If partner tracking is a priority (and in 2025, it should be), you need a CRM that's up to the job, from partner recruitment and partner training to partner marketing management.

A CRM for partner tracking should encompass: 

• Partner profile management
• Deal Registration
• Commission tracking
• Performance Analytics
• Communication tools
• Automated workflows
• Integration with other systems (especially your PRM software)
• Role-based access
• Customizable reporting 

These features are essential for effective collaboration, ensuring transparency, and maximizing partner engagement and revenue growth.

In 2025, 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 2025:

• 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 2025

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 2025

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. 

FAQs

1. What Is The Best Partner Relationship Management Software For 2025?

The best partner relationship management (PRM) software for your business will depend on your specific needs and circumstances. 

But whatever you want from a partner relationship management software, it's a safe bet that Introw will deliver.

This cutting-edge, AI-powered platform is super simple to implement (think modular architecture and a no-code setup) and puts CRM at the heart of your processes. 

It offers real-time pipeline visibility and forecasting, partner engagement tracking, and off-portal collaboration via Slack and email, with no logins needed. 

Whatever the size of your business, there's an Introw solution for you: this software scales from 20 to 300+ partners with custom workflow. 

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2. How Does PRM Software Support Co-Selling And Deal Registration?

PRM software streamlines co-selling and deal registration by enabling seamless collaboration between vendors and partners. 

It provides a centralized platform for deal tracking, automated approvals, and conflict resolution. 

Real-time insights, pipeline visibility, and structured workflows enhance partner engagement, ensuring efficient lead management and improved sales alignment.

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3. What makes CRM-native PRMs better than standalone tools?

CRM-native PRMs outperform standalone tools by integrating seamlessly with existing sales workflows, eliminating data silos, and providing real-time visibility into partner activities. 

They enhance efficiency with unified reporting, automated deal tracking, and streamlined collaboration. 

This approach ensures better direct and partner sales team alignment, improving pipeline accuracy and overall revenue growth.

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4. Why Is Introw The Top Choice For SaaS Partner Teams?

Introw delivers a world-class PRM experience, making it invaluable for many SaaS partner teams trying to successfully manage partner relationships and encourage successful partners.

Here are five major benefits to choosing Introw:

1. CRM-first experience (this means no separate portals)
2. Built for RevOps, Partner Managers, and CROs
3. Real-time insights, clean data, better alignment
4. Proven to reduce manual tracking, improve pipeline accuracy
5. Modular workflows for resellers, MSPs, referrals, and more

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SafeBreach, the leader in enterprise security validation, aimed to simplify the complexity of managing their partner program. Their previous platform created a heavy operational burden, making it difficult for both internal teams and partners to collaborate effectively. By switching to Introw PRM, SafeBreach found a solution that was easy to implement, easy to manage, and easy for partners to use.

A Simple Solution to Complex Challenges

Before adopting Introw, SafeBreach faced several recurring issues:

1. Managing partner access was time-consuming.‍
2. Deal registration caused friction for partners, and setting up deal forms was not user-friendly.‍
3. Content updates were cumbersome, often needing IT support to make changes.

The SafeBreach team knew they needed a simpler, more intuitive platform that could eliminate these roadblocks without sacrificing functionality.

Why SafeBreach Chose Introw PRM

What stood out most about Introw was its focus on ease of use. Unlike other PRM tools that require extensive training, Introw’s platform is intuitive and ready to use from day one. Deployment was completed in just hours, and the integration with Salesforce was seamless.

Here’s what made the biggest impact:

1. Easy Access to Partner Portal
   • Introw syncs all partner related contacts automatically from Salesforce.
   • This approach saved SafeBreach’s channel team significant time and effort managing partner accounts.
2. Bi-Directional Salesforce Sync
   • Salesforce remained the single source of truth, with deal registrations and updates automatically syncing between systems.
   • Partners could register deals directly through a public form or via the portal, linking their submissions to CRM records without manual intervention.
3. Flexible Content Management
   • SafeBreach’s team could update partner resources without IT assistance, ensuring sales materials were always current.
   • Introw allowed for global content syncs while also enabling custom content for specific partners, enhancing the personalized experience.

“Introw has been a breath of fresh air. It doesn’t require hours of training videos or extensive onboarding. The platform is well-designed, intuitive, and ready to use right away.” Joe Wilckinson - Channel Director

The Results: Simplified Partner Management

Since implementing Introw, SafeBreach has drastically reduced the operational burden on their channel team. Partners now enjoy a frictionless experience, from onboarding to deal registration. Introw has been a game-changer, making it easy for partners to log in and access resources.

SafeBreach’s deal registration process has also improved significantly. Partners can register deals directly through the portal or via a public deal registration form, with all submissions automatically linked to their accounts in Salesforce. The two-way integration ensures that both SafeBreach and their partners have real-time visibility into deal statuses.

Why Introw Stands Out

The consistent feedback from SafeBreach’s team is "ease":

• Easy to deploy: Introw was up and running in hours, not days.
• Easy to manage: Intuitive deal form builder that integrates with Salesforce and flexible content management.
• Easy for partners: Eliminating friction in deal registration and resource access with off-portal collaboration.

Unlike more complex PRM solutions that require extensive customization and training, Introw provides out-of-the-box functionality that delivers immediate value.

“The Introw team has been incredibly supportive. They’ve taken feedback seriously and even implemented changes we suggested. It’s been a great experience.”

Final Thoughts

SafeBreach’s experience with Introw PRM highlights the importance of choosing a platform that prioritizes usability and efficiency. By making partner management simple, SafeBreach can now focus on building stronger partner relationships and driving mutual success.

If your team is looking for a PRM solution that’s easy to use, easy to manage, and easy to integrate, look no further than Introw PRM.

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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Most B2B companies hit a ceiling because they rely solely on direct sales. But growth doesn’t have to be a solo mission. The fastest path to revenue? Co-selling.

A co-selling strategy brings together two or more companies to reach new markets, shorten the sales cycle, and close more deals — faster. It’s not just about splitting commissions; it’s about aligning with the right co-selling partners to deliver more comprehensive solutions to potential customers.

This guide breaks down what co-selling is, how to build a successful co-selling partnership, and why aligning your sales team with a partner team unlocks game-changing co-sell opportunities.

If your sales reps are tired of chasing cold leads alone, it’s time to think bigger. Build a co-selling program, empower your sales process with partner intelligence, and see what happens when your co-selling efforts are structured for scale — not luck.

What Is Co-Selling and Why It Works

Co-selling is a B2B sales approach where two or more companies work together to jointly position, promote, and sell complementary solutions to a shared target market.

Unlike traditional reseller models or B2B SaaS partnerships, co-selling partners collaborate actively throughout the entire sales process — from account mapping to opportunity engagement, to closing.

The goal? Shorten the sales cycle, expand reach, and deliver a joint solution that creates more value than either company could on its own.

A well-structured co-selling program isn't just about generating leads. It's about aligning sales teams, sharing deal intelligence, and creating a seamless experience for potential customers. When executed correctly, a co-selling partnership can unlock deeper customer relationships, improved win rates, and long-term revenue growth.

So how does it actually work in practice?

Inside the Co-Selling Process: How It Works

At its core, co-selling is all about alignment — across systems, teams, and incentives. Whether you’re running a formal co-selling program or experimenting with an ad hoc co-selling motion, success comes down to shared intent and execution.

Here’s what a typical co-selling process looks like:

• Identifying complementary solutions that solve adjacent pain points
• Mapping accounts to uncover overlap and co-sell opportunities
• Activating sales teams on both sides to co-engage prospects
• Tracking co-selling activities across CRM and partner tools
• Maintaining consistent communication to keep both teams aligned

This level of collaboration between two sales teams requires coordination, visibility, and trust. That’s why the most effective co-selling partnerships are built on clear agreements and repeatable workflows.

Co-Selling Agreements: Setting the Rules for Collaboration

To avoid confusion and misalignment, leading companies establish a co-selling agreement — a formal, legally binding contract that defines how the co-selling partnership will operate.

A co-selling agreement outlines critical components of your co-selling process, including:

• Roles and responsibilities across both sales teams
• Lead sharing and deal registration procedures
• Incentive structures and commission splits
• Rules for customer ownership and contract management
• Guidelines for co-marketing plans, communication, and escalation paths

In short, it clarifies who owns what, who does what, and how both parties benefit — paving the way for a successful co-selling relationship.

Now let’s take a look at real-world examples that show how co-selling partners put this into action.

Real-World Co-Selling Examples and Strategies

Now that we’ve covered what co-selling is and how it works, let’s look at real-world examples that show how co-selling partners create value through collaboration.

Each example highlights a key type of co-selling activity that helps expand reach, improve the sales process, and increase adoption through joint effort.

1. Identifying Complementary Co-Selling Solutions

Co-selling works best when the products or services naturally complement each other—creating a more compelling value proposition for sales teams and potential customers.

Take HubSpot and Introw, for example:

• HubSpot equips sales teams with robust tools for lead management, helping them track, organize, and nurture pipeline more effectively.
• Introw focuses on automated outreach, enabling reps to reach out to shared accounts via personalized emails, timely follow-ups, and Slack nudges — all synced with the CRM.

Since sales reps need both efficient lead tracking and high-volume outreach, these two companies form a strong co-selling partnership to jointly offer a more complete solution. It’s a classic example of combining capabilities to strengthen the entire sales process.

Another example? Dropbox and HelloSign:

These tools are bundled into a single workflow where users can store, access, and sign documents in one place. By solving multiple pain points in a single motion, co-selling partners reduce complexity, drive adoption, and improve retention.

2. Integrating the Products (Optional, But Powerful)

When co-selling partners go a step further and integrate their products, the value of the joint solution multiplies.

Consider Slack and Zoom. Their integration allows users to start video calls directly from Slack — removing friction and improving daily workflow for marketing teams, customer success, and sales teams alike.

This kind of product alignment boosts stickiness, enhances user engagement, and makes the co-selling relationship feel like a natural fit — not a bolt-on. Integrated experiences are key to delivering more comprehensive solutions and building deeper customer relationships.

3. Aligning Sales and Marketing Teams for Co-Marketing Success

A successful co-selling strategy depends not just on product synergy, but on team alignment.

For example, in the Slack + Zoom model, both companies' sales teams and marketing teams co-develop messaging, plan co-marketing campaigns, and execute coordinated outreach to potential customers. The result? Clearer communication, faster execution, and a stronger pipeline.

When both sales teams are on the same page, co-engagement feels seamless — and prospects experience a unified, high-value solution.

4. Leveraging Partner Ecosystems for Co-Sell Opportunities

Cloud marketplaces like AWS, Microsoft Azure, and Google Cloud offer built-in trust and exposure—making them perfect launchpads for co-selling programs.

For example, a security SaaS vendor participating in the AWS Marketplace can co-sell with AWS, positioning their product as “AWS-optimized” and immediately gaining access to larger enterprise deals.

By tapping into the marketplace’s partner ecosystem, vendors eliminate friction in the sales cycle, reduce procurement hurdles, and access co-sell opportunities that would be difficult to close via direct sales teams alone.

Each of these examples shows how a thoughtful co-selling program can deliver more than just pipeline — it creates leverage, trust, and sales enablement across every touchpoint.

Next, we’ll look at how co-selling compares to reselling, and why understanding the distinction matters for long-term partner strategy.

Co-Selling vs. Reselling: Understanding the Strategic Difference

As you build out your co-selling strategy, it’s important to understand how it differs from reselling—especially when aligning your sales team, setting expectations with co-selling partners, and structuring your co-selling program for scale.

While both approaches involve multiple companies working together to drive revenue, the key distinction lies in ownership of the deal and relationship with the customer.

• In a co-selling partnership, each company contributes to the sales process, but the original vendor retains ownership of the customer and contract. The value comes from mutual sales efforts, faster deal velocity, and the ability to reach new markets together.
• In a reseller model, one company purchases your product (often at a discount) and resells it independently. You may get the deal, but you lose visibility, control, and direct contact with the potential customers.

Understanding this distinction is critical as you build your co-selling program, prioritize co-sell opportunities, and design effective incentive models for your sales reps and partner team.

Here’s a side-by-side breakdown to make the difference crystal clear:

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Whether you choose co-selling, reselling, or a hybrid of both, understanding the mechanics of each model is key to avoiding misalignment—and unlocking the true benefits of co-selling.

Why Co-Selling Matters More Than Ever

As B2B sales cycles grow longer and buyers get harder to reach, co-selling has become more than a strategy — it’s a competitive advantage.

According to ZDNet, 84% of sales professionals say partner selling impacts revenue more today than it did just a year ago. And nearly 9 out of 10 sales teams are already engaging in some form of co-selling.

For SaaS companies looking to scale faster, break into new markets, and build deeper customer relationships, a structured co-selling program isn’t optional — it’s essential.

That’s why leading B2B teams are investing in the right systems — to make co-selling repeatable, visible, and scalable.

How to Run a Scalable Co-Selling Program with PRM Software

Running a co-selling program at scale isn’t about working harder — it’s about working smarter. That’s where PRM (Partner Relationship Management) software comes in.

A modern PRM platform helps co-selling partners align across teams, systems, and workflows — enabling faster execution, stronger sales enablement, and greater co-sell opportunities.

But not all PRMs are built for how today’s SaaS companies sell.

Enter Introw: CRM-First, Partner-Ready

Introw is purpose-built to streamline the entire co-selling process — from deal registration and account mapping to partner engagement and performance tracking — all inside the tools your sales team already uses (like Salesforce or HubSpot).

Here’s how you can run a successful co-selling program with Introw:

1. Define Clear Co-Selling Objectives

Before launching into activity, define what success looks like.

• Are you entering new markets?
• Targeting a shared target market?
• Trying to shorten the sales cycle?
• Aligning around partner sourced deals?

With Introw, you can build structured co-sell motions from the start — tracking success by CRM stage, partner type, and target account segment.

Pro tip: Start with account mapping using Crossbeam and Introw to surface mutual customers or warm intro paths.

2. Identify & Onboard the Right Partners

Not every company is a fit for co-selling — focus on those with a natural joint solution, adjacent ICP, and a motivated partner team.

Once identified, Introw makes onboarding painless:

• No logins required
• Partner-friendly deal forms
• Slack + email notifications
• Full sync with your CRM

This allows your co-selling partners to contribute without friction — and your sales reps stay focused on deals, not admin.

3. Streamline Deal Registration & Account Mapping

This is where most co-selling efforts fall apart: misalignment around who’s working what, and no central system to track it.

With Introw:

• Partners register deals via simple forms linked directly to your CRM
• All mapped accounts are visible and actionable by your sales team
• Auto-tagged, auto-synced — no more chasing down updates

Bonus: Get Slack nudges when a new deal is registered or a mapped account is touched, so your sales process stays proactive.

4. Track Performance & Automate Feedback Loops

A successful co-selling relationship thrives on visibility and iteration.

Introw gives you shared dashboards across both teams — tracking:

• Partner activity across deals, accounts, and emails
• Win rates and sales velocity
• Top-performing co-selling partners
• Campaign performance from co-marketing plans

This isn’t just helpful for RevOps — it empowers sales teams, partner managers, and leadership to see where the revenue is really coming from.

5. Enable Real-Time Communication & Collaboration

Speed matters. With Introw, your co-selling activities move fast and stay aligned:

• Chat with partners in Slack or via email (no login required)
• Share pitch decks, proposals, or videos via integrated doc-sharing
• Trigger Slack or email notifications when key actions are taken (e.g. deal registered, task assigned, doc opened)

Think of it as the connective tissue that keeps your two sales teams on the same page — even across orgs.

6. Incentivize and Optimize

Co-selling isn’t a one-and-done motion — it’s a growth engine.

Use Introw to:

• Set up custom incentives tied to partner performance
• Monitor partner-driven revenue by segment or region
• Run A/B tests on co-selling offers, outreach styles, or co-marketing campaigns

By turning every co-sell opportunity into structured data, Introw lets you double down on what works — and sunset what doesn’t.

Why Introw Makes Co-Selling Scalable

Co-selling requires precision, process, and trust. Introw delivers:

• CRM-first workflows (Salesforce & HubSpot)
• Slack and email-native partner comms
• Real-time dashboards and deal insights
• No login friction for partners
• Built-in co-sell motion templates
• Custom workflows by partner type (reseller, referral, MSP, etc.)

Whether you're working with 5 partners or 500, Introw helps you launch, run, and scale a co-selling program that drives real revenue — without burning out your sales team or partner ops.

Ready to Turn Co-Selling Into a Scalable Revenue Engine?

You’ve built a great product. Your sales team is putting in the work. But growth still feels slower than it should — because you’re doing it alone.

The companies scaling fastest right now aren’t just selling — they’re co-selling. They’re tapping into partner ecosystems, collaborating across two sales teams, and unlocking warm intros that never would’ve come from cold outreach.

The difference? They’re not running their co-selling efforts on spreadsheets and hope. They’re using Introw.

Introw gives you everything you need to turn your co-selling program into a repeatable revenue machine:

• Seamless Salesforce and HubSpot integration
• Slack and email-native workflows — no logins needed
• Real-time dashboards across partners, deals, and accounts
• Built-in guardrails for RevOps, CROs, and partner managers alike

No friction. No guesswork. Just faster, smarter revenue — driven by aligned teams and trusted partners.

Stop relying on luck. Start co-selling with intention.

Book your Introw demo and see how today’s top SaaS companies are building scalable, partner-powered pipelines.

FAQs

What are the key benefits of co-selling compared to direct sales?

Co-selling allows your sales team to leverage trusted relationships and shared resources with partners to shorten the sales cycle, increase conversion rates, and enter new markets faster than relying solely on direct sales efforts. It also enables access to co-sell opportunities that would be difficult to win alone.

How do I align my partner's sales team with ours during a co-selling motion?

Successful co-selling requires your team and the partner’s sales team to be on the same page. This means sharing goals, mapping accounts, and using tools like PRM software to coordinate co-selling activities. Mutual alignment is critical for delivering a consistent message and managing the sales process efficiently.

What makes a co-selling relationship successful in the tech industry?

In the tech industry, a successful co-selling relationship is built on mutual value, clean CRM data, and an integrated go-to-market plan. When two sales teams collaborate with clarity—backed by shared dashboards, aligned messaging, and co-marketing plans—they’re more likely to close deals and deliver a strong joint solution to potential customers.

Can co-selling work without a formal partner program?

Yes, but it’s harder to scale. Some companies start with ad hoc co-selling, but lack the structure to turn it into a repeatable revenue engine. A formal partner program with clearly defined workflows, incentives, and onboarding processes helps move from one-off wins to a predictable co-selling strategy.

What does co-selling require from a partner team?

A committed partner team is essential. Effective co-selling requires time, trust, and alignment. Your partner should contribute to co-selling efforts, collaborate on co-marketing, and be willing to co-develop messaging and campaigns. Without this, it’s tough to maintain momentum or realize the full benefits of co-selling.

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B2B SaaS, partnerships aren’t just a strategy — they’re a growth engine. Whether you’re launching a new go-to-market initiative, expanding into new customer segments, or co-developing innovative solutions, forming strategic SaaS partnerships with the right partner is essential.

But let’s be clear: successful partnerships don’t just happen. They require structure, consistency, and purpose-built tools. That’s where Partner Relationship Management (PRM) software like Introw becomes a game-changer.

In this guide, we’ll walk through:

• Why B2B SaaS partnerships are critical for modern SaaS companies
• The most common partner types — and how to work with them
• How to build and scale a partner program with the right infrastructure

Let’s dive in.

Why B2B SaaS Partnerships Matter

SaaS companies need more than just a strong product — they need a powerful partner ecosystem. Strategic partnerships enable two or more companies to align around a shared go-to-market strategy, extending reach and reducing customer acquisition costs.

Well-executed SaaS partner programs can:

• Help tap into new markets
• Create new revenue streams through revenue sharing
• Accelerate product development partnerships
• Improve customer satisfaction and customer retention

Whether you're managing channel partnerships, integration partnerships, or joint marketing efforts, strategic SaaS partnerships are a cornerstone of long-term, scalable growth.

What Are the Types of B2B Partnerships?

Before building or optimizing your partner program, it's critical to understand the types of B2B SaaS partnerships available. While affiliate marketing gets plenty of attention, the most valuable SaaS partnerships often involve deeper integration, stronger alignment, and shared success metrics.

Let’s explore the landscape:

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These partner types represent the most common paths SaaS companies take when scaling through partnerships. While each type comes with its own strengths and challenges, they all share one thing in common: they work best when supported by clear processes, aligned goals, and modern tooling.

Now that you’ve seen what types of B2B SaaS partnerships exist, how do you know which ones to pursue?

Choosing the Right Partner Program

Every SaaS business is unique — and so is its path to growth. That’s why choosing the right partner program isn’t about copying what others are doing — it’s about aligning your strategy with your goals, resources, and customers.

The ideal partner strategy will vary depending on your product maturity, market penetration, and internal capacity to support partners. For example:

• If your goal is demand generation, you may benefit most from referral partners, affiliate relationships, or integration partnerships that can drive top-of-funnel awareness.
• If you’re focused on market expansion, resellers, MSPs, or distributors with strong local presence can help you enter new geographies or verticals.
• If you need deeper product alignment, ISVs or system integrators may be the right fit for long-term co-selling and co-building.

To guide your decision, start by answering these questions:

• What new customer segments do we want to reach?
• Which potential partners already serve or influence those segments?
• What kind of co-marketing, sales support, or onboarding experience can we realistically provide?
• Are there opportunities for joint marketing efforts, or even a product development partnership?

You’re looking for alignment on not just reach, but capability and collaboration potential.

This is where a Partner Relationship Management (PRM) platform like Introw becomes essential. It surfaces real-time insights into:

• Which partners are submitting deals
• How fast those deals move through the sales pipeline
• Who’s engaging (and who’s not)

With those insights, your partner strategy becomes proactive, not reactive — based on data, not guesswork.

Let’s now dig into how to evaluate your current ecosystem and decide where to focus next.

How to Decide on Expanding Your B2B Partnerships

Expanding your partner program isn’t about volume — it’s about strategic alignment. Start by analyzing your current ecosystem: who’s performing, who’s not, and where the untapped opportunities lie.

• Referral partnerships can drive top-funnel growth with minimal overhead.
• Joint venture SaaS partnerships with ISVs or tech partners can open up new product capabilities.
• Channel partnerships and distributors can accelerate go-to-market in new geos or verticals.

With the PRM market projected to grow from $1.3B in 2023 to $4.6B by 2033, now’s the time to invest in systems that scale. Manual tracking simply won’t cut it — especially when the right partner could be your next major revenue stream.

Essential Functions of Partner Relationship Management Software

To succeed at scale, you need structure. PRM software is built to manage the entire partner lifecycle — from onboarding to revenue attribution.

Why SaaS Companies Need PRM

Choosing the right PRM helps:

• Scale channel partners with consistent experiences
• Eliminate chaos from your sales process
• Automate lead registration and partner onboarding
• Enable seamless co-selling and co-marketing
• Optimize for revenue attribution and partner performance

PRM = Structure + Speed + Scale

Spreadsheets and email threads might work for 5 partners — not 50. Introw gives you the automation, real-time insights, and CRM-native experience needed to grow your program without adding headcount.

So how do you ensure that growth doesn’t come at the cost of quality? It starts with a repeatable, scalable process for managing partner relationships at every stage of the journey.

6 Stages of a Partner Relationship Journey

A successful SaaS partner program follows a repeatable, structured journey. Here's how you scale from one partner to hundreds, without losing quality, engagement, or results:

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1. Find the Right Partners

Identifying the right partner is foundational. Evaluate potential partners based on their customer base, market alignment, technical compatibility, and cultural fit. Use tools like account mapping to uncover overlap between your customers and theirs — and prioritize partners with proven influence in your target segments.

2. Onboard with Ease

Once a partner is selected, the onboarding process should feel smooth, professional, and repeatable. Share training modules, certifications, documentation, and sales playbooks. With Introw, onboarding is automated with workflows, due dates, and reminders — so partners hit the ground running without bottlenecks.

3. Enable for Growth

Partner enablement is more than a checklist — it’s an ongoing relationship. Provide co-branded marketing materials, demo scripts, objection handling guides, and access to shared assets. Support them with regular updates and resource drops that align with product launches and campaigns.

4. Co-Sell with Precision

In the execution stage, seamless collaboration is key. Enable real-time deal registration, pipeline visibility, and clear ownership. Introw connects partners directly to your CRM workflows — allowing for faster response times, cleaner data, and collaborative pipeline management without the need for additional tools.

5. Measure and Motivate

Track KPIs like sourced revenue, win rates, sales cycle length, and content engagement. Use this data to recognize high performers and identify who needs extra support. Publicly celebrate success — and gamify performance through tiers, contests, and quarterly business reviews.

6. Refine and Scale

As your partner program matures, revisit your strategy. Which partners deliver the most value? Where are the drop-offs in the journey? What tools are underutilized? Use this insight to refine onboarding, update your enablement materials, and launch advanced tiers, integrations, or co-marketing campaigns.

Most importantly, keep feedback loops open — your best partners will show you what success looks like if you ask, listen, and iterate.

What should you look out for when building B2B Partnerships?

As your partner program grows, it becomes more complex — and more impactful. To keep things running smoothly, your PRM must do more than check boxes. It should actively empower your team to scale without sacrificing clarity or control.

Here are the most important capabilities to look for when scaling a SaaS partner program:

 Partner Tiering & Certification

• Segment partners by performance, partner type (e.g., reseller, referral, MSP), or vertical.
• Automate training and certification workflows.
• Incentivize growth with exclusive rewards and visibility for top-tier partners.

2. Commission Automation

• Tailor commission rules by partner type or deal stage.
• Auto-calculate and distribute rewards to reduce admin overhead.
• Ensure transparency and accuracy to build partner trust.

3. Partner Portal

• Offer a white-labeled, easy-to-navigate portal with sales enablement, product content, and real-time updates.
• Give partners a self-service hub for everything from training to reporting.

4. Lead & Deal Registration

• Prevent channel conflict with transparent, time-stamped registration.
• Support off-portal registration to boost partner participation by up to 30%.
• Auto-map to the correct Salesforce or HubSpot fields.

5. Account Mapping & Co-Sell Planning

• Identify overlap with tech partners, resellers, or integration partners.
• Use Introw’s built-in mapping to discover shared customers and coordinate co-selling.

6. CRM-Embedded Insights

• All partner data stays native to Salesforce or HubSpot.
• Enable RevOps teams to monitor performance, improve data hygiene, and support accurate forecasting.

These features help RevOps, Partner Managers, and revenue leaders align around shared KPIs — without adding complexity or extra tools.

Why Introw Works for Modern SaaS Partner Teams

SaaS companies operating in competitive markets — especially in the US and UK — are turning to PRM tools that integrate directly into their CRM, reduce manual work, and support partner collaboration at scale.

Introw supports:

• Partner & Channel Managers who want better visibility and fewer bottlenecks
• RevOps teams who care about data cleanliness, automation, and attribution
• CROs who need forecasting clarity and aligned revenue motions

With support for Salesforce and HubSpot, and no-login-required experiences for partners, Introw is built for fast-growing SaaS teams with real partnership goals.

Conclusion: From Strategy to Execution

Strategic partnerships are no longer a “nice to have” — they are a growth mandate for any B2B SaaS company looking to meet market demands, accelerate revenue streams, and serve new customer segments. But executing on that strategy requires more than good intent — it demands systems that scale, clear partner relationships, and the ability to act on data.

Whether you’re managing channel partners, building integration partnerships with tech partners, or exploring product development SaaS partnerships, your ability to structure and scale the program determines success. That's where modern partner infrastructure plays a transformative role.

PRM software like Introw empowers SaaS teams to:

• Build high-performing, data-driven partner ecosystems
• Align sales teams, marketing efforts, and RevOps around a shared pipeline
• Reduce development costs by turning co-selling and co-marketing into repeatable motions
• Increase deal velocity and improve customer satisfaction by enabling the right partner experience

The result? Successful partnerships that feel effortless — for both you and your partners.

Ready to unlock the next phase of your SaaS partnership strategy? 👉 Book a demo with Introw and build the partner ecosystem that drives your next stage of growth.

Frequently Asked Questions (FAQs)

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

A PRM (Partner Relationship Management) platform is built specifically to manage partner programs, while a CRM focuses on customer relationships. PRMs handle onboarding, enablement, deal reg, and partner performance — all connected to your CRM.

2. What are the best SaaS partner programs to start with?

Referral programs and ISV integrations are great early-stage plays. As your program matures, expand into resellers, MSPs, and strategic SaaS partnerships.

3. How does Introw help with co-marketing efforts?

Introw lets you share marketing collateral, track partner usage, and collaborate on joint marketing campaigns directly from the platform.

4. Can I use Introw if I don’t have a large partner team?

Yes — Introw is built to scale with you. Whether you manage 5 or 500 partners, you’ll have the workflows and automation you need to grow.

5. How do I measure the success of my partner program?

Track partner-attributed revenue, deal registrations, conversion rates, and partner engagement metrics. Introw gives you a real-time view of all of it inside your CRM.

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Channel management isn’t about working harder — it’s about managing smarter. Whether you're scaling across indirect sales channels, empowering your channel partners, or optimizing your partner network, the right strategy makes all the difference.

A strong channel management strategy helps you align your business objectives with the partners that can move your product, expand your reach, and grow your bottom line. But without clarity and consistency, you’ll run into channel conflict, poor visibility, and disengaged partners — all of which stall growth.

This guide outlines 10 proven best practices to help you elevate your channel management efforts, improve partner performance, and build a more efficient, scalable revenue engine.

From setting clear goals and automating workflows to improving communication and analyzing channel performance, these strategies are designed for channel managers ready to win in today’s complex, multi-partner landscape.

What is Channel Management?

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Before you can optimize your partner strategy, you need a clear understanding of what channel management really means — and why it’s essential for sustainable business growth.

Most companies rely on a mix of direct sales and indirect sales channels to reach their target customers. But as your business scales, juggling multiple sales channels without a clear system creates confusion, misalignment, and missed revenue.

That’s where effective channel management comes in — the foundation for building, maintaining, and scaling strong partner relationships.

Let’s break it down.

A channel is more than just a system — it’s your gateway to delivering products and services to the end customer.

Going through direct channels means your sales team handles every touchpoint: prospecting, selling, servicing, and supporting. It’s personal — but hard to scale.

By contrast, channel partners — like resellers, distributors, affiliates, and even e-commerce platforms — extend your reach through distribution channels you couldn’t access alone.

Think of it like this: Instead of selling toothpaste tube by tube, you sell an entire pallet to a retailer who handles the rest. In the SaaS world, channel partners introduce your product into networks and customer segments you haven’t penetrated yet.

Channel management refers to the systems and processes you use for managing relationships with the partners who sell, support, or promote your offering to the market.

A solid channel management strategy ensures these relationships are aligned with your business goals, supported with the right tools and training, and optimized for long-term performance. In short: it’s the blueprint for scalable, profitable growth through partners.

Common Challenges in Channel Management

Even the most promising channel strategy can fall short without a solid foundation. Many companies enter partnerships with the best intentions, only to find themselves facing roadblocks that stall channel performance and hurt business growth.

Whether you're just starting out or managing a mature partner network, it’s critical to understand the most common friction points and how they impact your results.

Here are four challenges that often derail effective channel management:

1. Lack of Alignment

A SaaS company partners with resellers but doesn’t align on sales targets or target customer profiles. The result? Conflicting priorities, overlapping efforts, and missed revenue opportunities.

2. Inconsistent Communication

A SaaS provider launches a major product update but only notifies a few partners. Others remain in the dark, unable to update marketing materials or support end customers, causing confusion and delays.

3. Poor Feedback Loop

New features are rolled out, but partner feedback is never collected. Valuable frontline insights are lost, resulting in lower adoption and features that don’t resonate with users.

4. Inadequate Training

Partners are onboarded quickly but without proper enablement. Without a clear understanding of the product, value props, and sales tools, they struggle to convert leads and support customers.

Each of these issues stems from one core problem: poor relationship management. And the impact is real — misalignment, inefficiencies, and channel conflict that erodes trust and slows momentum.

The good news? Every one of these challenges is fixable.

The right channel management tools can eliminate inefficiencies, increase partner performance, and ensure your channel management efforts are aligned with your most important business objectives.

Tools like Introw give you full visibility into your partner ecosystem — from onboarding to enablement to deal tracking. By reducing knowledge gaps and increasing accountability, you empower partners to succeed and scale faster.

So how do you move from reactive to strategic?

You start by optimizing every stage of the channel management process — from recruitment to retention.

In the next section, we’ll break down the 10 best practices that define a high-performance channel management strategy.

Optimize Every Stage of Channel Management with Modern PRM Tools

Mastering channel management means taking a lifecycle approach to your partner program — from recruitment and onboarding to co-selling and expansion. Each phase plays a critical role in achieving alignment, improving partner performance, and scaling revenue.

Modern channel management software like Introw enables this end-to-end orchestration. With seamless CRM integration, real-time deal tracking, and partner-friendly collaboration tools, you can support your entire partner network without friction.

Unlike outdated tools or spreadsheets, Introw aligns your channel managers, direct sales team, and indirect sales channels under one unified platform — so you can analyze channel performance, manage distribution partners, and grow revenue faster.

Let’s walk through the 10 key practices that define a high-performing channel management strategy, and how tools like Introw help you implement them across multiple sales channels:

1. Define Clear Channel Goals

If you want your channel programs to thrive, clarity is non-negotiable. Your channel partners need to understand exactly what you aim to achieve from the collaboration — and you should be clear on the value you’re delivering in return.

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To execute a successful channel, start with measurable objectives tied to your business goals — such as growing a specific customer segment, launching in a new market, or improving customer satisfaction.

That’s where PRM platforms like Introw come in.

Introw transforms SMART goals into trackable metrics — like referral rates, sales process efficiency, and campaign impact — and visualizes them in real-time dashboards. This makes it easy for channel managers to track progress and optimize faster.

With automated KPIs and clear visibility, your channel strategy stays aligned across teams and partners.

2. Choose the Right Partners

When it comes to building a high-performance partner network, quality always beats quantity.

Too many companies take a "more is better" approach, signing dozens of channel partners without clear alignment. The result? Mixed priorities, missed revenue, and constant channel conflict.

Instead, focus your channel management efforts on a select group of high-impact partners:

• Partners who align with your business objectives and target customers
• Organizations that bring complementary reach, technology, or expertise
• Teams that can scale alongside your growth in multiple channels

Introw helps channel managers identify these high-potential fits through partner profiling, CRM overlap analysis, and visibility into historical engagement.

Pro tip: Use Introw’s native Crossbeam integration to discover partner overlaps, shared accounts, and warm intro paths — so you invest in partners that can actually move the needle.

And don’t forget to evaluate:

• Willingness to Invest: Are they engaged in joint planning, marketing strategy, or co-selling?
• Ability to Scale: Can they grow with you across new markets and distribution channels?
• Complementary Strengths: Do they unlock access to underserved customer segments or fill a technical gap?

A partner with a proven track record, strong internal enablement, and enthusiasm for collaboration is more valuable than ten who just want portal access.

3. Invest in Partner Onboarding

Initial onboarding isn’t just a checklist — it’s the foundation for long-term partner relationships and sales growth.

When channel management involves proper onboarding, partners:

• Understand your product positioning
• Get trained on your sales tools and ICP
• Learn how to represent your brand effectively in-market

Introw’s partner onboarding tools eliminate manual overhead with:

• Streamlined approval flows and digital agreements
• Auto-triggered welcome sequences and training checklists
• CRM-integrated training progress tracking

Your channel management software should reduce time-to-productivity and drive early wins.

With Introw, you can:

• Deliver custom content per partner tier or type

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• Issue certifications for completed courses

• Track onboarding completion right from your CRM system

Because effective channel management ensures every partner gets the support they need — without overloading your internal teams.

4. Master Channel Management with a PRM Tool

Once your onboarding foundation is in place, the next step is to unify your ecosystem. That’s where a purpose-built PRM tool becomes essential to every aspect of your channel management strategy.

While traditional systems struggle to connect your sales channels, partner relationships, and real-time metrics, a modern solution like Introw brings them all together in one interface.

With Introw, you:

• Eliminate data silos across CRM systems, spreadsheets, and email threads
• Track deals, accounts, and partner activity in one place
• Enable cross-functional visibility between your direct sales channels and indirect sales teams

Introw’s CRM-native approach means you don’t have to switch tabs or train partners on new software. Instead, you get a lightweight experience that works through tools your teams already use — like Slack, Gmail, Salesforce, and HubSpot.

This integration enables:

• Real-time alerts when a deal is touched
• Shared dashboards to monitor channel performance
• Actionable insights for analyzing channel performance and resolving gaps

By giving both internal teams and channel partners access to centralized, real-time data, you reduce friction, improve accountability, and enable a more consistent customer experience.

Introw isn’t just the right tool — it’s the right channel management software for modern B2B teams who want faster execution, smarter collaboration, and measurable sales growth.

Let’s now explore how automation helps scale those results even further — while eliminating one of the biggest pain points: channel conflict.

5. Automate Manual Processes to Prevent Channel Conflict

Even the most aligned partner ecosystems face operational friction. Manual processes — like deal registration, email follow-ups, or lead assignment — often lead to miscommunication, duplication, and channel conflict.

Without automation, channel managers waste hours chasing updates or resolving disputes between distribution partners. And worse — deals fall through the cracks.

Introw automates the complexity so your team can stay focused on driving results. Here’s how:

• Deal Registration Automation: Prevent duplicate entries by flagging overlaps in real time across your CRM systems.
• Auto-Synced Workflows: Trigger follow-ups, assign tasks, or escalate conflicts automatically — no manual coordination required.
• Real-Time Notifications: Notify sales reps or channel partners immediately when a deal progresses or a task is completed.

By streamlining these core workflows, you reduce errors, improve sales performance, and maintain trust across your partner network.

6. Enhance Partner Communication

Strong partner relationships are built on clear, consistent communication. But too often, partner comms are scattered across emails, Slack messages, and outdated dashboards.

A unified system — like Introw — brings it all together.

With Introw, you can:

• Sync messaging across your CRM system, Slack, and email
• Share updates on campaigns, product changes, or marketing materials in real time
• Create account-specific channels for seamless collaboration between internal and external teams

This centralized visibility keeps your sales channels aligned and your channel strategy moving forward.

Plus, with integrated customer data and deal timelines, your channel partners never miss a beat — and your end customers get a smoother, more informed buying experience.

7. Create Regular Training Programs

Great partners aren’t found — they’re developed. Ongoing enablement is a critical pillar of effective channel management.

Whether you’re onboarding new MSPs, resellers, or VARs, your training should cover:

• Product updates and positioning
• Competitive landscape and market trends
• Use cases by customer segment and industry
• Sales tactics, pricing strategies, and objection handling

With Introw:

• Launch and manage certification programs by partner tier
• Track completion through embedded quizzes and progress dashboards
• Deliver content in multiple formats — PDFs, videos, Google Docs — all within one branded partner portal

This keeps your channel programs scalable and your partner performance consistent across various sales channels.

8. Incentivize and Reward High Performance

Nothing accelerates channel sales like the right incentives. And nothing derails it faster than unclear or delayed payouts.

High-performing channel partners want transparency and trust — and channel managers need a scalable system to track it all.

With Introw:

• Set up tiered commission structures or SPIFs
• Track revenue attribution by partner, territory, or campaign
• Automate payout reporting and eligibility reminders

You can even integrate partner performance data with your CRM system or finance tool to eliminate manual calculations and ensure every reward is backed by real-time numbers.

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This keeps motivation high, reduces disputes, and turns your partner program into a powerful sales engine.

9. Monitor Performance and Deliver Feedback

To continuously improve your channel management strategy, you need visibility. Not just into revenue — but into deal velocity, campaign engagement, and partner health.

Introw’s reporting engine makes it easy to:

• Set key performance indicators (KPIs) by partner type
• Analyze contribution to pipeline and close rate
• Identify underperforming regions or partners at risk

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More importantly, it enables ongoing support — through automated feedback loops, QBRs, and personalized coaching plans.

Because channel management involves more than just metrics — it’s about managing relationships that fuel long-term business growth.

10. Amplify Success Through Channel Marketing and Co-Marketing

Finally, even the best partnerships can stall without marketing support. Your partners need assets, guidance, and budget to drive demand — and you need visibility into what’s working.

A modern channel campaign management approach includes:

• Co-branded email and ad templates
• Social content tailored to customer preferences
• Campaign tracking tied to lead generation or revenue

With Introw:

• Share approved messaging and assets in your partner portal
• Track campaign adoption and outcomes by region or partner
• Collect insights that help you optimize your marketing strategy across the ecosystem

Co-marketing isn’t a nice-to-have — it’s a growth multiplier. With Introw, you can turn co-marketing from ad hoc to always-on.

Conclusion

Without effective channel management, even the best partner programs stall. If your strategy isn’t aligned, automated, and data-driven — you’re leaving revenue on the table.

A modern channel management strategy requires clear goals, the right partners, a frictionless onboarding experience, and consistent training and communication. But most importantly, it needs a system that scales.

That’s where Introw comes in.

With Introw, channel managers can:

• Eliminate manual workflows and reduce channel conflict
• Improve visibility across multiple sales channels and partner types
• Automate onboarding, training, deal tracking, and performance reporting
• Support better partner relationships with real-time CRM insights
• Track and analyze channel performance and drive revenue growth

Whether you’re running a mature channel sales strategy or just starting to scale with indirect sales channels, Introw gives you the right channel management software to move faster, stay aligned, and grow with confidence.

Ready to turn your partner ecosystem into a high-performing revenue machine?

Book your Introw demo today.

FAQs

1. Why is channel management important for SaaS companies?

Channel management ensures your partner ecosystem aligns with your business goals. It helps you scale beyond direct sales by leveraging indirect sales channels to reach new customer segments and increase revenue with less overhead.

2. How does channel management software support partner relationships?

Channel management software, like Introw, automates and centralizes key tasks such as onboarding, deal tracking, and co-marketing. This improves transparency, streamlines collaboration, and strengthens partner engagement across your network.

3. What metrics are used to analyze channel performance?

You should track KPIs such as deal velocity, revenue contribution by partner, training completion, and campaign engagement. Analyzing channel performance helps you identify high-impact partners and optimize your channel strategy.

4. How do I choose the right channel management software?

The best channel management tools integrate seamlessly with your CRM systems, support customizable workflows, and offer real-time visibility into sales activities, partner performance, and customer feedback — all of which Introw delivers out of the box.

5. How can channel managers align partners with the company’s target market?

Start by clearly defining your ideal customer profile and target market. Then, use tools like Introw to map your partners’ capabilities, customer base, and vertical expertise. This ensures every partner effort is directed at the right audience for maximum impact.

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Looking to integrate account mapping data into your PRM?
Introw leverages Crossbeam's overlap data to identify opportunities and share them with your partners instantly.

What is Crossbeam?

Crossbeam is a Partner Ecosystem Platform (PEP) that empowers SaaS companies to replace cumbersome spreadsheets with a streamlined system to identify overlapping customers and prospects in their partner networks. This approach is commonly known as "account mapping."

In simple: You connect your CRM, your partner connects their CRM. Crossbeam identifies overlapping data. Example: Your company has Acme Corp as a prospect, your integration partner has Acme Corp as a customer. Crossbeam will uncover this for you allowing you to ask for an introduction or intell about Acme Corp.

In 2024, Reveal and Crossbeam merged, creating a network that now connects over 30,000 companies, including Stripe, Intercom, HubSpot, and many others.

What is Introw?

Introw is an innovative Partner Relationship Management (PRM) platform designed to make managing partnerships easy, efficient, and impactful. It allows businesses to create and manage a partner portal in just minutes, with features like:

• Automated Deal and Lead Registration: Streamline workflows for registering and tracking deals all integrated with your CRM.
• Tiering and Commission Management: Automate partner tiers and commission payouts to encourage better engagement.
• Partner Enablement: Keep partners up to date and top of mind by giving them access to the right sales material and sending them announcements on autopilot.
• CRM Integration: Introw integrates seamlessly with platforms like Salesforce and HubSpot, keeping your CRM as the single source of truth.
• Real-Time Alerts and Nudges: Introw enables instant partner engagement via email and Slack, ensuring partners stay informed and motivated.

Unlike traditional PRMs, Introw starts from CRM data, and is set-up in literally minutes instead of months.

Why and How Does Introw Integrate with Crossbeam?

The integration between Introw and Crossbeam brings the best of both platforms together to enhance partnership collaboration and revenue potential. Here’s how it works:

1. Seamless Connection: With just one click, Introw connects to Crossbeam, automatically matching your partners from both platforms.
2. Streamlined Opportunity Sharing: Use Crossbeam's overlap data to identify opportunities and share them with your partners instantly through Introw.
3. Automated Deal Attribution: Deals sourced through Crossbeam's overlap data are automatically attributed to the appropriate partner in your CRM.
4. Real-Time Partner Engagement: Introw uses Slack and email to send timely updates on deal status or CRM changes, ensuring partners are always in the loop and engaged.

By combining Introw’s advanced partner management tools with Crossbeam’s powerful data-sharing capabilities, this integration creates a highly efficient system for driving partnership revenue and fostering collaboration.

Learn more and get started with the integration by creating an here.

Alternatively, schedule a 1:1 call to learn more through a personalized demo.

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.

The world of partnerships is evolving—and for the better! Data has become the cornerstone of modern partnership management, transforming how partner managers make decisions, build relationships, and drive growth. Today’s partner managers don’t just maintain connections—they leverage data to uncover insights, optimise processes, and unlock new opportunities. When I started, I was navigating spreadsheets and tracking relationships through CRMs like Pipedrive and HubSpot. Today, the focus is on integrating those systems into a single source of truth, creating transparent, frictionless experiences for partners that foster long-term success.

This shift is a game-changer for managing and scaling partnerships. I’m Eva Fayemi, Co-Founder & CEO of Bond Agency, and I’m excited to share how data is reshaping partnership management.

1. Companies start with CRM Data

For most companies, CRM systems are the starting point for managing partnerships. These systems provide key data on sales interactions and performance, but integrating partner-sourced data can be a challenge. While it's better than nothing, simply tracking data isn't enough—it's crucial to define a partnership strategy first.

At Bond Agency, we help clients identify their partnership goals and align them with broader business objectives before optimising their CRM or introducing tools like Introw. A common challenge we see is companies not tracking which partnerships contribute most to the bottom line. We guide them in mapping partner journeys, attributing engagement, and tracking conversions in the CRM. This clarity leads to improved decision-making, better tracking, and growth.

Protip: Ensure your sales team is aligned on reporting partner-sourced leads. Create internal documentation and calls to keep everyone on the same page for seamless reporting across teams.

2. Increasing Revenue and Engagement

Growing revenue and boosting partner engagement are top priorities, but these goals can be time-consuming and difficult to track. Modern partner managers balance engagement and tracking more efficiently through technology, automating key processes and logging communication touchpoints with partners.

For example, one of our clients used to spend hours tracking partner engagement manually. After integrating their CRM with automation tools, they gained a dynamic, real-time view of partner contributions. Automated alerts and insights allowed their team to respond quickly, increasing partner engagement and revenue from key accounts.

Protip: Track whether partners open onboarding materials like sales brochures or marketing resources. This helps identify where additional support is needed for smoother, more effective onboarding.

3. More Transparency Through Data Means Better Collaboration

A common issue partners face is a lack of transparency. Without it, trust erodes, and partnerships can’t thrive. Tools like Introw are changing this dynamic by providing greater transparency. It connects CRM data with partnership management, offering a platform that tracks key metrics, aligns partners on pipeline progress, provides content, and monitors engagement.

This transparency empowers partner managers to track the entire partnership ecosystem while giving partners visibility into their performance. When everyone is aligned with clear data, collaboration becomes more efficient and impactful.

The future of partnership management is data-driven. With tools like Introw, partner managers can unlock new insights, improve collaboration, and drive faster, more efficient growth. Companies that embrace this will lead the next era of partnership management.

About Bond Agency: Since 2020, Bond Agency has been helping B2B tech and SaaS startups accelerate growth through strategic partnerships. We specialise in strategy development, execution, and providing fractional partner teams, focusing on scaling businesses in the EMEA and USA. With a diverse network of affiliates, tech integrations, and B2B influencers, we’ve delivered impactful results across industries including hospitality tech (e.g., Unicorn Mews), MarTech (e.g., Hotjar), and SaaS (e.g., Revenue Hero).

Join the conversation in our Slack community, The Nearbound Club, where tech founders and partnership leaders drive innovation in the partnerships space.

Visit: www.bond-agency.io

SANDSIV, an AI-driven leader in Customer Experience Management (CXM), faced challenges with partner communication and collaboration. Referral partners were frustrated by the lack of updates on their leads, while reselling partners struggled with pipeline alignment and deal collaboration. By implementing Introw’s personalized partner portal integrated with their CRM (HubSpot), SANDSIV achieved a 30% increase in partner adoption and improved collaboration within weeks.

What were their challenges?

To keep referral partners informed about the status of leads, SANDSIV relied on manual updates & outdated spreadsheets, causing significant time loss. For solution partners and resellers, there was a lack of alignment on the sales pipeline and no opportunities for collaboration on deals.

In general, partners did not have a central place to collaborate on deals, pipeline & strategy.

How did Introw help overcome these challenges?

SANDSIV evaluated numerous PRM solutions and chose Introw for its emphasis on partner experience. Within a single day, SANDSIV set up a personalized partner portal. This provided their partners with instant access to the deals they had influenced or sourced.

Introw's partner portal transformed the experience for referral partners, providing real-time updates on deal statuses. This inspired partners to send more leads, knowing they were always in the loop. For solution partners, Introw brought pipeline alignment and the ability to collaborate on deals. With Introw’s 1-click HubSpot integration, Sandsiv is able to keep HubSpot as their single source of truth, while improving the partner collaboration.

How to become a SANDSIV partner?

SANDSIV is an innovation leader in Customer Experience Management (CXM) enterprise solutions. With its cutting-edge end-to-end CXM software solution, SANDSIV empowers businesses worldwide to deliver differentiated customer experiences and foster long-lasting customer loyalty. The company’s commitment to excellence and innovation has enabled it to expand its partner program and establish a world presence that is constantly growing.

Go to https://sandsiv.com/partner-program/flex-partnership/ or send an e-mail to partner@sandsiv.com to join their partner program.

About Introw

Introw enables companies to launch a personalized partner portal in minutes, fully integrated with your CRM. This ensures alignment on pipeline, content, and strategy. Key features include deal collaboration, deal and lead registration workflows, asset sharing, mutual action plan creation, automatic deal updates, and more.

We’ve seen that there are 3 potential ways to manage your partners within HubSpot: custom properties, company association & custom object association. Before implementing a partner portal like Introw we advise to map your partners in your HubSpot. 

In this blogpost we’re going to focus on revenue attribution so we’re looking at the object “Deal” in HubSpot. If you also want to attribute contacts, leads, companies,… to partners, you can use the same approach.

Custom properties

How does it work?

1. Create a custom deal property
   • Step 1: Go to settings —> data management —> properties
   • Step 2: Create property:
     • Object type: Deal
     • Group: Deal information
     • Label: This is up to you to decide, we've gone for "Partner". Click "Next"
     • Field type: If you’re sometimes working with multiple partners on a deal, we advise going for “Multiple checkboxes.” If there is always a maximum of one partner per deal, go for “Dropdown select.”
2. Add your custom property to your view or your teams view (this will allow you to easily select the right partners from the left side panel)
3. Attribute the right partner(s) to the right deals

‍What are the pros?

✅ Easy and fast set-up

✅ Possible with all HubSpot plans

✅ Easy to create revenue reports

What are the cons?

❌ Every sales person should have this custom property in their view

❌ Not possible to navigate directly to the partner company

Company association (with association label)

How does it work?

1. Create a custom association label between deal and company
   • Step 1: Go to settings —> data management —> objects —> deals —> associations
   • Step 2: Create association label:
     • Objects you’re associating: Deals-to-companies
     • How many labels do you need? A single label
     • Create one called: partner sourced (for deals that partners have sourced)
     • 💡 Optional: You can create another label called: partner influenced (for deals that partners have influenced)
2. Associate the partner company to a deal and select the label “partner sourced” (or partner influenced)
3. You can do this by associating an (additional) company to the deal; add company

What are the pros?

✅ Easy and fast set-up

✅ Scalable

What are the cons?

❌ Not possible with all HubSpot plans

❌ Not easy to report on in HubSpot

Custom object association

How does it work?

1. Create a custom object
   • Step 1: Go to settings —> data management —> objects —> custom objects
   • Step 2: Create custom object:
     • Object name - singular: “Partner”
     • Object name - plural: “Partner”
     • Primary display property: “Partner Name”
     • Property type: Single-line text
2. Associate the right company object to the partner object in order to have all the right data connected
3. Associate the partner object to a deal

💡 Optional: Create association labels on this custom object to differentiate between for example partner influenced and partner sourced

What are the pros?

✅ Good for organisations with larger amounts of partners

✅ Scalable

What are the cons?

❌ Not possible with all HubSpot plans

❌ Not so easy

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Conclusion

To wrap up, there are 3 ways to manage your partners in HubSpot: via custom properties, via company association and via a custom object. 

Introw supports all methods :).

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What is Introw?

Working with resellers, referral partners, distributors,...? Keep on reading! Introw is a partner relationship management (PRM) platform allowing you to collaborate with your B2B partners in shared spaces integrated with HubSpot. 

One space to be aligned on pipeline, enable partners with content and track engagement.

Partnership data lives in the CRM, so we’re leveraging that to the fullest with our native and 1-click HubSpot and Salesforce integration.

With that, we’re not only elevating your B2B partnership experience, we’re elevating the experience of your entire partnership team.

Request a demo now.

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Install the HubSpot connection here.

The Ghent-based tech start-up Introw, already helping dozens of companies to unlock partnership sales, raises €1M to create "Digital Partnership Rooms"

Early-stage fund Pitchdrive leads the €1 million round in Introw, joined by vetted angels such as Pieterjan Bouten (Showpad), Ewout Meyns (Hubspot) & Dieter De Mesmaeker (DataCamp).

Young entrepreneurs Andreas Geamanu (CEO), Laurens Lavaert (CTO) and Simon Van Den Hende (AI Engineer) founded the company in early 2023 together with “Netlog-maffia” serial entrepreneurs Lorenz Bogaert, Toon Coppens, Nicolas Van Eenaeme and Vincent Verlee.

They are on a mission to make partnership collaboration easy by allowing partners to collaborate in shared spaces. 

"There is only 25% adoption on current partner relationship management (PRM) solutions. With Introw partners don't need an account which results in up to 80% partner adoption," says co-founder Andreas Geamanu.

The founders saw the challenges sales teams faced when trying to collaborate with B2B partners.  Driven by these challenges, the founders set out to bridge the gap and forge a new path for B2B ecosystem sales.

”We saw a huge drive in the founders to solve a pain they had experienced personally. Combining the technical (AI) expertise with B2B sales expertise will be a magical potion that can lead to a huge shift in the way companies work with partners today” Wim Derkinderen at Pitchdrive.

With the help and expertise of these experienced angel investors and Pitchdrive, Introw will use this funding to convert warm leads into deals worldwide. Introw is onboarding new users every day.

Sign ups are open at introw.io

Introw conducted a research on 2024 comparing the partner-attributed deals with non partner attributed deals.

In today's hyper-competitive business landscape, partnerships are becoming increasingly vital for driving revenue growth and scaling operations. Recent research on 2024 deals reveals compelling insights into the impact of partner-attributed deals compared to non-partner deals, shedding light on why partnerships are more crucial than ever.

Key Findings from Our Research

Introw detected that partner-attributed deals significantly outperform direct sales (non-partner) deals in two critical areas:

1. Higher Deal Size: Partner-attributed deals boast an average deal size that is 32% higher compared to non-partner deals.
2. Higher Win Rate: The win rate for partner-attributed deals is 2.8 times higher than for non-partner deals.

Interestingly, our research showed no significant difference in the sales cycle length between partner and non-partner deals.

What These Numbers Mean for Your Business

These findings underline a fundamental truth: partner ecosystems are revenue multipliers. Here's why:

• Increased Credibility: Partners bring an added layer of trust and credibility to the sales process, which can be crucial in closing larger deals. Customers are more likely to trust recommendations from partners they already have a relationship with.
• Access to New Markets: Partners can open doors to new opportunities and markets that may have been difficult to penetrate independently.
• Improved Win Rates: With a win rate that is nearly three times higher for partner-attributed deals, it's clear that partnerships are a critical factor in improving sales outcomes.

How to Leverage Partners for Maximum Impact

Based on our findings, here are three actionable steps your business can take to maximize the impact of partner-attributed deals:

1. Invest in Partner Enablement: Equip your partners with the right tools and resources to succeed. This includes training, co-marketing initiatives, and providing them with access to your sales collateral.
2. Leverage Partner Relationship Management (PRM) Software: Platforms like Introw can help streamline partner collaboration, track deal attribution, and measure partner performance.
3. Align Incentives: Ensure your partners are motivated to bring deals to the table by offering competitive incentives and fostering a mutually beneficial relationship.

Conclusion

The numbers don’t lie: Partner-attributed deals are larger, more successful, and just as fast to close. Companies that prioritize building and nurturing their partner ecosystems stand to gain a significant competitive advantage.

If you want to see similar results in 2025, now is the time to invest in your partner strategy. Platforms like Introw can help you get there by simplifying the way you collaborate with partners and driving better outcomes. Schedule a demo here or get started for free. 

What is Introw?

Introw unlocks partner revenue by eliminating the friction of partner collaboration. Companies working with resellers, referral partners, distributors, or implementation partners use Introw to seamlessly share sales materials, collaborate on customer data, and drive partner engagement—all integrated with their CRM.