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B2B SaaS Partnerships Guide: How to Scale and Win with the Right Partner Program
Partner Management

B2B SaaS Partnerships Guide: How to Scale and Win with the Right Partner Program

Explore how B2B SaaS companies grow faster with strategic partnerships. Learn to build a scalable partner program and drive revenue with PRM tools like Introw.

Ruben Bellaert
Growth
5 min. read
29 Jan 2025
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“We’ve seen partner engagement shoot up by over 30% after launching our partner portal on Introw”
Mirko Buonerba
Partnership Manager at Sandsiv
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⚡ TL;DR

Strategic SaaS partnerships are no longer optional — they’re essential for scalable revenue growth. But to succeed, you need more than good intent. This guide breaks down the key partner types, program structures, and PRM capabilities required to scale. With CRM-native tools like Introw, SaaS teams can onboard faster, co-sell smarter, and track partner performance directly from Salesforce or HubSpot — no spreadsheets, no silos, just scalable partner-led growth.

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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:

Partner Type What They Do Example Challenge Solution
Resellers Buy products and sell for a profit. A partner buys your cybersecurity software with a discount and sells it to their B2B customer base. Helping partners to sell. Deal collaboration and sales enablement.
Referral Partners Recommend products for rewards. An integration partner shares a lead with you—optionally in return for a commission. Partners cannot track the progress of these leads. Send real-time updates to partners.
Distributors Buy products in bulk and sell them to resellers. A company selling software licenses in bulk and reselling them to local resellers. Managing inventory and collaboration is challenging. Deal collaboration and sales enablement.
Managed Service Providers (MSPs) Manage IT services for clients. A provider manages your cloud services. Partners want to set up end-customers for self-service. Build partner functionalities in their platform.
System Integrators Ensure products work with other systems. Connect payment systems to e-commerce sites. Slow, complex deals and poor collaboration. Deep co-selling and mutual action plan creation.
Independent Software Vendors (ISVs) Build products on top of your platform. Introw is an ISV on top of HubSpot & Salesforce. Managing leads and co-marketing is tricky. Tools for seamless lead sharing and marketing.
Integration Partners Offer services that make your product compatible with others. A partnership between HubSpot (CRM) and Shopify (e-commerce). No access to joint customer base. Account mapping to detect hidden opportunities.
Affiliate Partners Promote your product/service online through affiliate links. A technology blogger includes an affiliate link to your tool in their content. Monitoring affiliate performance. Software that provides detailed insights into affiliate activities.

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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:

The stages of a partner relationship journey

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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.

Author

Ruben Bellaert

Growth

Hi, I’m Ruben. At Introw, I specialize in building authentic relationships that drive partner-led growth. I'm naturally social and thrive on engaging with people—whether it's through a warm introduction, a spontaneous conversation, or collaborating within our shared digital spaces. My creative mindset and people-first approach help me navigate the dynamic world of B2B partnerships with ease. At Introw, we're transforming how companies collaborate with partners by eliminating friction and enhancing engagement, and I'm proud to contribute by fostering connections that lead to meaningful growth.

Hi, I’m Ruben. At Introw, I specialize in building authentic relationships that drive partner-led growth. I'm naturally social and thrive on engaging with people—whether it's through a warm introduction, a spontaneous conversation, or collaborating within our shared digital spaces. My creative mindset and people-first approach help me navigate the dynamic world of B2B partnerships with ease. At Introw, we're transforming how companies collaborate with partners by eliminating friction and enhancing engagement, and I'm proud to contribute by fostering connections that lead to meaningful growth.

FAQs

Still curious? Here are some quick answers to help clear things up.

Contact us

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.

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.

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.

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.

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.

Boost Partnership Revenue & Engagement in minutes

Get started for free
Request a demo

Related blog articles

Partner Management

Best 17 Everflow Alternatives to Optimize Your Partner Program in 2025

Ruben Bellaert
Growth
5 min. read
29 Jul 2025
⚡ TL;DR

Everflow is purpose-built for B2C affiliate marketing and e-commerce referral programs. If you need to collaborate with SaaS resellers, enable co-selling, or deeply integrate with your CRM, you’ve already outgrown affiliate tools and should consider a modern, CRM-first PRM.

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Why Consider an Everflow Alternative in 2025?

When scaling a SaaS partner program, choosing the right technology stack is critical — but not all “partner platforms” are created equal. Everflow is a popular platform in the affiliate marketing world, built for B2C brands and digital commerce teams that want to manage high-volume, transactional affiliate or influencer relationships. But for SaaS companies running B2B partner programs — especially those focused on co-selling, enablement, and revenue collaboration — affiliate tools like Everflow simply aren’t designed for the job.

Everflow’s core strengths are affiliate link creation, payout automation, and large-scale tracking — ideal for e-commerce or consumer referral programs. If your goal is to manage influencer marketing, run pay-per-click campaigns, or turn your customer base into referral partners, Everflow is a solid choice.

However, Everflow is not built for B2B SaaS channel programs where:

  • You need to train or enable partners with content and resources
  • You want to co-sell and collaborate on pipeline, not just pay out commissions
  • You work with resellers, referral partners, or managed service providers
  • Your revenue team relies on real-time CRM data for forecasting and attribution

In short: Everflow is a strong B2C affiliate tool, but not a PRM (Partner Relationship Management) solution for SaaS. If you’re building a modern B2B partner ecosystem, you’ll want a CRM-native PRM platform that supports deep engagement, automation, and revenue alignment across your entire partner lifecycle.

What to Look for in an Everflow Alternative — If You’re Considering a True PRM

If you’re evaluating alternatives to Everflow because you want to do more than just affiliate payouts — like building lasting partner relationships, driving co-selling, or enabling resellers — you’re really in the market for a Partner Relationship Management (PRM) solution, not another affiliate tool.

Here’s what to prioritize if you’re ready for a real PRM:

  • CRM-Native Workflows: Seamless integration with Salesforce or HubSpot to keep partner data and deals in your single source of truth
  • Automation: Onboarding, deal registration, communications, and reporting handled automatically — not through manual tracking
  • Off-Portal Engagement: Communicate and collaborate with partners via Slack, email, or other tools they already use (no portal logins required)
  • Real-Time Analytics: Pipeline, attribution, and forecasting updated live inside your CRM
  • Scalability: Manage anywhere from 10 to 300+ partners, each with customized journeys and permissions

The bottom line: If you’re running a B2B SaaS partner program and want more than basic affiliate marketing, focus on platforms designed for lasting, revenue-driven relationships — not just transactional tracking.

17 Best Everflow Alternatives for SaaS & B2B Partner Programs (2025)

There are plenty of great Everflow alternatives out there in 2025. 

Here are our 17 top picks of the best Everflow alternatives, alongside their stand-out use cases and pros and cons. 

1. Introw

A modern, CRM-first PRM platform that integrates deeply with Salesforce and HubSpot. Introw empowers businesses to launch branded partner portals in minutes — no coding needed. 

Other highlights include:

  • Off-portal comms
  • Deep engagement tracking
  • Automated deal registrations and partner updates, with no login required
  • Customizable by partner type or tier

It also automates deal and lead registration, commissions, and real-time partner engagement via email or Slack; all synced seamlessly with CRM data.

Best for: SaaS teams needing CRM-first partner automation

Why switch? Introw empowers SaaS teams to go beyond affiliate marketing and run true co-selling and revenue-generating programs.

Request an Introw demo here today. 

2. PartnerStack

PartnerStack is a full-stack PRM and partner ecosystem platform for B2B SaaS companies.

It's an effective platform for rapid partner scaling but less so when it comes to deep channel sales. 

Key features include:

  • Scalable portal
  • Easy payouts
  • Partner marketplace

Best for: SaaS looking to blend affiliate, referral, and reseller

Pros and cons: While PartnerStack offers a solid onboarding facility, its CRM integration is limited. 

3. Kiflo

Kiflo is a PRM platform designed to streamline the entire partner lifecycle for SMBs. 

It offers simple and affordable partner management but is not designed for highly complex workflows.

Highlights include:

  • Clean UI
  • Lead and deal registration 
  • Partner onboarding templates

Best for: SMBs or new SaaS partner programs

Pros and cons: Good for co-marketing, but lighter on integrations and automation

4. Channelscaler

Channelscaler is a unified PRM and channel program automation platform born from the merger of Allbound and Channel Mechanics.

The platform is portal-based with some CRM integration via API. 

Key features include:

  • Deal registration
  • Co-selling
  • Enablement/content 
  • QBR tools 

Best for: Enablement-heavy SaaS partner orgs

Pros and cons: Channelscaler is an excellent option for enablement but can be overkill for small teams

5. Impact.com

Impact.com is an all‑in‑one partnership management platform that empowers brands to manage diverse partner types — affiliates, influencers, creators, and referral advocates — within a unified interface. 

It automates the full partner lifecycle, from recruitment and contracting to tracking, payouts, and performance optimization.

However, it's worth noting that Impact.com offers fewer B2B and channel features than many other platforms, and its CRM integration is limited, too.

Top features include:

  • Marketplace
  • Deep affiliate tracking
  • Payout automation

Best for: Affiliate-first organizations, influencer, and content partnerships

Pros and cons: Impact.com is best suited for scaling digital commerce and affiliate programs rather than SaaS channel co-selling. 

6. Impartner

Impartner is a leading partner ecosystem platform that offers end-to-end PRM and Through-Channel Marketing Automation (TCMA). 

It simplifies the partner lifecycle — from recruiting and onboarding to training, marketing, deal registration, and performance analytics.

Highlights include:

  • Full-featured PRM (including deal reg, MDF, onboarding, and analytics)
  • Advanced role permissions
  • Strong reporting 

Best for: Enterprises, global channel programs

Pros and cons: A great option for large organizations with IT resources, but it has a slower setup than similar tools 

7. Tune

TUNE (formerly HasOffers) is a flexible SaaS platform designed for brands, agencies, and networks, offering a comprehensive solution for partner marketing.

It's important to bear in mind that this is a digital-first platform and is not ideal for SaaS channel sales. 

Key features include:

  • Flexible tracking
  • API
  • Good mobile support 

Best for: Affiliate/performance marketing (mobile, app, gaming)

Pros and cons: TUNE offers API integration, fraud prevention, and real-time reporting but lacks partner co-selling and CRM integration.

8. Partnerize

Partnerize is an AI-powered partnership automation platform that helps enterprises manage, optimize, and vault affiliate, influencer, and referral programs end‑to‑end. 

The platform's highlights include:

  • Affiliate, influencer, B2B, and channel all in one platform
  • AI-powered optimization
  • Flexible reporting

Best for: Large brands managing mixed partner ecosystems

Pros and cons: Partnerize works best for companies with big budgets and delivers big reach — but it's not tailored for SaaS workflows.

9. Zift Solutions

Zift Solutions — a unified PRM and through-channel marketing automation platform for indirect selling — promises to optimize campaigns and deliver happier partners. 

It excels in channel marketing and automation for large teams. 

Platform highlights include:

  • MDF
  • Campaign management
  • Strong integrations 

Best for: Channel marketing automation at enterprise scale

Pros and cons: Zift Solutions offers robust reporting but can be complex

10. Crossbeam

Crossbeam is an ecosystem‑led growth platform that securely connects partner CRMs and data sources to identify account overlaps, surface warm leads, and enable co‑selling. 

This platform is designed to help sales teams uncover partnership opportunities and drive ecosystem‑based revenue — and should be used to supplement your CRM and/or PRM. 

Crossbeam's key features are:

  • Account mapping
  • Partner overlap
  • Joint pipeline tracking

Best for: SaaS with ecosystem and co-selling focus

Pros and Cons: Crossbeam is not a full PRM, but it's super useful for ecosystem data

11. Channeltivity

Channeltivity is a cloud-based PRM and channel management software designed to help companies build, scale, and optimize their indirect sales programs.

It works well for classic channel teams rather than affiliate-heavy programs. 

Key features include:

  • Deal reg
  • MDF
  • Reporting 
  • Customizable portal 

Best for: Mid-market B2B SaaS

Pros and cons: Quick to deploy and has HubSpot/Salesforce connectors but is not ideal for affiliate-heavy programs 

12. Magentrix

Magentrix is a robust PRM and partner portal platform. 

This software helps organizations streamline partner onboarding, deal registration, pipeline tracking, incentives, and training via a built-in learning management system. 

Its LMS makes it an excellent fit for SaaS teams with heavy partner enablement or content needs. 

Key features: 

  • PRM 
  • Community features 
  • Strong Salesforce integration 
  • Resource library
  • Support tools 

Best for: Teams needing robust partner portal customization

Pros and cons: Magentrix is highly flexible and scalable, but it does come with a learning curve, and its high level of customization means implementation can be slow. 

13. Affise

Promising to help companies master performance marketing and mobile attribution, cloud‑based Affise simplifies partnerships — affiliate, influencer, app, and referral marketing.

This is a handy tool for teams that are digital-first, mobile-first, or work in e-commerce. 

Highlights include:

  • Flexible tracking
  • Payout automation
  • Supports mobile attribution data

Best for: Performance marketing and affiliate networks

Pros and cons: Affise is helpful in the B2C space, but it's not built explicitly for co-sell or B2B SaaS channels. 

14. Salesforce PRM

Salesforce PRM is an extension of the Salesforce Sales Cloud that empowers companies to manage channel sales with their partners. 

As you'd imagine, it's fully integrated with Salesforce CRM, enabling organizations to grow indirect sales and collaborate efficiently with their partner ecosystem.

Salesforce PRM is a top choice for teams with SFDC admins or those who need single-source-of-truth

Key features include:

  • Native integration 
  • Customizable objects
  • Customizable workflows

Best for: Organizations already on Salesforce

Pros and cons: Salesforce PRM offers built-in reporting but has limited out-of-the-box PRM features

15. Elioplus

Elioplus is a B2B platform for software and cloud vendors that simplifies channel growth by combining partner recruitment with PRM features. 

It's best used for building partner networks rather than scaling complex programs. 

Highlights include:

  • Marketplace
  • Partner discovery
  • Some PRM features 

Best for: SaaS/IT vendors looking for partner recruitment

Pros and cons: The software's emphasis on partner recruitment is valuable for those building their partner program, but Elioplus is limited when it comes to automation and deep integrations.

16. Post Affiliate Pro

Need a software that will help you launch, track, and manage affiliate programs at scale?

Take a look at Post Affiliate Pro, which is designed for affiliate programs. 

If you're looking for channel sales support, however, this may not be the software for you. 

Key features of Post Affiliate Pro include:

  • Multi-currency
  • Campaign management
  • Automated commission payments 

Best for: Affiliate marketing and pay-per-performance schemes

Pros and cons: While useful for affiliate programs, it's not focused on B2B or SaaS channels. 

17. WorkSpan

WorkSpan is a SaaS-based ecosystem business‑management platform that unifies co‑selling, co‑marketing, co‑investing, and co‑innovating across partner networks. 

Features include:

  • Joint pipeline tracking
  • Workflow automation
  • Real-time referral sharing 
  • Salesforce integration
  • Comprehensive data visibility 

Best for: Co-selling, alliance, and ecosystem management

Pros and cons: This software is a good fit for businesses with complex ecosystems but not classic affiliate programs.

Why SaaS Teams Upgrade to Introw

Modern SaaS teams need tools that match the speed and complexity of today's partner ecosystems while also simplifying collaboration and streamlining user journeys. 

Here's why leading SaaS teams are making the switch to Introw.

CRM-native workflows

Introw works directly within your existing CRM, so your team gets to keep using familiar tools without any disruption, and you get to retain your single source of truth.  

👉 Find out more about Introw's HubSpot and Salesforce integrations. 

Off-portal engagement

Forget forcing partners to log into separate portals — this is a fast track to disengagement. 

Introw enables seamless communication and collaboration outside of portals (such as email and Slack), reducing friction and keeping partners engaged where they already work.

Instant analytics

Action real-time insights with analytics that update instantly. 

Track partner performance, spot trends early, and make data-driven decisions without waiting for reports.

No more missed updates or chasing partners

Stay effortlessly connected with automated alerts and notifications. 

Role-based dashboards for managers, RevOps, and CROs

Everyone on your team gets personalized dashboards tailored to their needs. 

This means managers, RevOps, and CROs can easily access the data that matters most to them, empowering them to make faster and smarter decisions.

Introw has been proven to scale SaaS partner revenue — request a demo here today. 

Conclusion

Today's partner programs demand more than just tracking — they require deep CRM integration, automation to reduce manual work, and meaningful engagement that create results. 

It's fair to say that traditional tools and disconnected portals simply can't keep up with the speed and complexity of modern SaaS ecosystems. 

What are the next steps for organizations building and running modern partner programs?

  • Evaluate the leading partner management solutions
  • Schedule a live demo with your team
  • Choose a platform that can future-proof your channel strategy as you grow

After all, the right tool can make all the difference in unlocking partner-led revenue.

➡️ Request an Introw demo here today. 

Partner Management

Partner Enablement Guide 2025: Best Practices to Empower Your Partners

Adèle Coolens
Marketing & Partnerships
5 min. read
24 Jun 2025
⚡ TL;DR

Partner enablement is essential in 2025. If you provide partners with the proper knowledge, resources, and tools, they'll make more sales and drive more revenue . This guide explains what partner enablement is, why it's important, and how to build an effective partner enablement strategy for your SaaS company.

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If you want your partnership program to succeed, you must build a strong partner enablement strategy. Doing so will ensure your channel partners have the knowledge, resources, and support they need to close deals.

But what is partner enablement? How is it different from partner onboarding? And most importantly, how do you build a partner enablement plan that scales?

We'll answer these questions (and many more) in this article to help you build a better partner sales process for your SaaS company. Let's get started!

What Is Partner Enablement?

Partner enablement is the act of enabling partners to sell on your behalf.

It's done by giving channel partners access to product details, marketing materials, and sales training to improve partner performance and ensure revenue growth.

Think about the sales enablement process you put your sales reps through. An effective partner enablement strategy is similar, but designed for external partners (like resellers, distributors, and affiliates) instead of internal teams.

It's important to note, partner enablement is different from partner onboarding. 

Partner enablement is an ongoing process. You must continually train and support your channel partners for them to be effective. Partner onboarding is a one-time event that introduces new partners to your company so they can start selling.

One more thing: There are different types of partner enablement.

There's product enablement, which teaches partners about the products and services you sell. There's marketing enablement, which teaches partners the best ways to promote your products and services. And there's sales enablement, which teaches partners specific sales techniques to close deals.

Successful partner enablement strategies include elements of all enablement types.

Why Partner Enablement Is Critical in 2025

Now that we know what partner enablement is, let's talk about why it's essential.

There are many reasons to invest in a channel partner enablement strategy. The most important ones are brand identity, customer satisfaction, and revenue growth.

  • Brand Identity: Your partners are brand ambassadors. If you don't enable them to market and sell your products effectively, they might misrepresent your brand. This could have a negative impact on your company's reputation.
  • Customer Satisfaction: Your partners interact with customers on your behalf. Effective partner training and sales resources - the things a strong partner enablement plan provides - will help your partners deliver better customer support that increases customer satisfaction and retention.
  • Revenue Growth: Your partners will sell more products and services when they're properly trained and supported. They'll retain existing customers for longer periods of time as well. These two things will lead to more revenue and success for your company - both now and in the future.

A large partner network isn't enough. You need to provide said partners with ongoing support if you want them to close deals and drive revenue. Fortunately, a proper channel partner program will enable partners to succeed.

Core Elements of a Scalable Partner Enablement Strategy

What does an effective, scalable partner enablement strategy look like? Let's dive into four core elements so you can build more successful partnerships in 2025:

1. Onboarding That Activates (Not Overwhelms)

As we alluded to, onboarding is a partner enablement best practice. 

The key is to welcome resellers, distributors, and affiliates into your partner ecosystem in a way that inspires them to take action - not overwhelms them. Progressive learning paths, tailored to specific partner types and available in your partner portal, let partners get up to speed at their own pace.

With Introw, building these onboarding flows is simple and requires zero code. And with our soon-to-launch LMS, you can go a step further by embedding short quizzes and enabling partner certification right in the portal. 

For many programs, certification is the final step - partners must complete it before they’re fully enabled and able to sell your solution. It’s a win-win: you know your partners are truly prepared, and they gain the confidence to succeed from day one.

2. Centralized, Always-On Content Access

Your partners should have 24/7 access to channel partner sales enablement content. This will help them learn about products or study sales techniques in their own time. 

If possible, co-brand all sales enablement content. Or better yet, work with each partner to create unique materials they can use to close deals.

When partners have exactly what they need to make sales, and customers trust said partners like they would your internal sales team, they'll generate more revenue.

We also suggest syncing content into partner workflows. That way your partners always have access to proper sales collateral. This is often the difference between a sale and a missed opportunity. Support your partners and they'll support you!

With Introw, your partners can always get the content they need via email or Slack. Off-portal access makes it incredibly easy to facilitate deals in real time. And with the Introw AI Agent, partners can interact with enablement materials and ask questions about your product or sales process - getting instant, AI-powered answers 24/7, right when they need them.

3. Real-Time Collaboration

The best partner enablement strategies account for co-selling workflows.

If you're unfamiliar with the term, co-selling is when two companies work together to position, promote, and sell complimentary solutions to the same target market.

Co-selling can be incredibly effective for SaaS companies - if it's done right. To make it work for your brand, design mutual action plans (MAPs) that outline responsibilities. Then give partners access to deal threads to track potential sales.

Also, asynchronous workflows are critical. Partners should be able to communicate with each other conveniently. This will reduce friction and increase sales.

Introw facilitates co-selling in multiple ways.

First, the platform lets you build structured co-sell motions and track them by CRM stage, partner type, and target account segment. Then, channel partners are easily onboarded and given off-portal access to the platform.

Once a partner is working on a deal, they can easily register it using simple forms in the partner portal. The deal is created automatically in your CRM and attributed to the right partner, so nothing slips through the cracks. From there, you can co-sell in real-time, collaborating on deals and moving faster together.

Finally, Introw provides you and your partners with shared dashboards to track partner enablement metrics like win rate, sales velocity, and total revenue.

4. Embedded Performance Insights

Last but not least, commit to tracking partner performance.

Which partners generate the most leads? Which close the most deals? Which drive the most revenue? Create scorecards for every partner and grade them regularly.

Why is this important? Because you can't improve what you don't measure.

When you know what your partners excel at, you can put them in positions to succeed. When you know what they struggle with, you can suggest training materials or sales techniques to increase success.

You're probably wondering, "Which metrics should I track?" We have a few ideas:

  • Activation Rate: The percentage of partners who reach a specific milestone in your partner onboarding process. Ideally, this number will be close to 100%.
  • Time-to-First-Deal: The time it takes a new partner to close their first deal. 
  • Content Engagement: The percentage of partners who use your sales collateral in the sales process. (Can also refer to the percentage of customers that consume sales content throughout the sales process.)
  • Partner-Sourced Revenue: The amount of revenue your partners generate for your company. Try to measure this on a partner-to-partner basis.

These metrics should be easily accessible in your partner relationship management (PRM) tool. And, if you use an app like Introw, automatically synced with your CRM.

Step-by-Step Framework to Launch a Partner Enablement Program

It doesn't matter if  your title is "partner sales manager," "partner development manager," or something else. You can use this simple, step-by-step partner enablement framework for your SaaS company. Here's how to do it:

Step 1: Define Your Partner Personas

Start by categorizing your partner types. Said types might include resellers, referral partners, managed service providers (MSPs), and tech alliances - or all of the above.

Every partner type has different needs, goals, and enablement touch points. By separating them, you'll be able to customize your onboarding flows, content, and metrics. The result? More prepared partners who drive more revenue.

For example, Introw users often build partner-type-specific experiences to boost sales. When this happens, their partners tend to close more deals in less time.

With other tools, this would be almost impossible. Our users would have to hire a team of developers to make it happen. Thanks to Intro's no-code flow builder, partner managers can quickly build individualized flows for every partner type.

Step 2: Align Enablement Goals With Revenue KPIs

If you judge partner success by "activity" you'll be disappointed in the outcome.

Your partner enablement strategy should map to specific pipeline, activation, and revenue goals. Think: time-to-first-deal, partner-sourced pipeline, or deal velocity.

  • Time-to-First-Deal: The time it takes a new partner to close their first deal
  • Partner-Sourced Pipeline: Leads and sales a partner generates for your brand
  • Deal Velocity: The speed at which a partner negotiates and finalizes a sale

Introw integrates seamlessly with Salesforce and HubSpot. As a result, the mutual action plans (MAPs) you create inside Introw, as well as the deal tracking tools you use to monitor partner performance, appear directly inside your CRM account. No manual data entry is needed, which saves time and reduces errors.

Step 3: Build an Always-On Enablement Hub

Next, create a centralized resource hub that partners can access at any time.

Your resource hub should include product details and training, sales playbooks and guides, deal registration links, and anything else your partners need to make sales.

This is important: Allow partners to view, download, and use resources without a login. The best partner enablement strategies meet partners where they work. Forcing them to remember another password creates unnecessary friction.

This is easy to do with Introw. Our platform standardizes off-portal access, which means users can speak, teach, and otherwise engage with their partners via email or Slack. These conversations are then synced to their CRM for future reference.

Step 4: Operationalize Key Workflows

Now you need to create and implement partner-oriented workflows.

What does this look like? It depends on your unique business and the objectives you want to achieve with your partner program. But here are a few ideas:

  • Automate lead and deal registration
  • Automatically send MAPs for timely review
  • Setup notifications to streamline co-selling activities
  • Receive notifications when partners contact your team

These things will help you and your partners stay aligned on goals. And because so much of it will be automated, the potential for human error is almost zero.

Take Introw, for example. Once you're set up with our platform, deal registrations, MAP approvals, and partner communication will happen natively inside your CRM, not in a disconnected portal. This will streamline your workflows and boost sales.

Step 5: Track Partner Engagement and Optimize

Remember, enablement doesn’t stop after onboarding.

Measure content engagement, response times, deal progression, and follow-up activity. Then use these insights to improve your materials and workflows.

Also, we suggest asking for partner feedback to learn what works and what doesn't. You can then use their advice to optimize processes and ensure mutual growth.

Introw simplifies performance tracking via built-in engagement metrics, Slack nudges, and CRM-linked reporting. In other words, Introw gives you the data you need, inside the platforms you already use. This makes it much easier to optimize partner enablement strategies and processes in real time.

Avoid These Partner Enablement Mistakes

We won't lie to you, implementing strong partner enablement tactics takes time and effort. But you can streamline the process by avoiding common mistakes.

  • Portal-Only Access: Partners should be able to access enablement content in multiple ways. Restricting them to a password-protected portal is not wise.
  • Generic Content: While you can't create custom content for every partner, you can tailor content to specific partner types. This is a realistic way to ensure partners have the knowledge and resources to close deals. 
  • Misalignment: Your partner enablement strategy should align with your SaaS company's overarching pipeline and revenue goals. Track metrics that support your objectives. Popular examples include time-to-first deal, partner-sourced revenue, and deal velocity.
  • No CRM Visibility: The data inside your partner portal, from simple conversations to deal registrations, should be visible in your CRM. That's why you should use a partner enablement tool with seamless integration options.

Final Thoughts: Partner Enablement Is a Revenue Lever, Not a “Nice to Have”

Partner enablement is essential in 2025 - and will continue to be for years to come.

If you support your partners via proper onboarding processes, relevant content, real-time collaboration, and consistent tracking, they'll drive more revenue.

Introw simplifies partner enablement. With our platform, you can build fresh experiences for every partner type, integrate with Salesforce or HubSpot to align on goals, create off-portal content hubs, and track essential metrics.

Sign up for a demo to see how Introw can improve your partner enablement efforts.

Partner Management

Partner Onboarding Checklist: Everything You Need to Get It Right

Géraldine Vander Stichele
Growth
5 min. read
18 Jun 2025
⚡ TL;DR

Partner onboarding is extremely important. Unfortunately, most SaaS companies fail to onboard partners effectively, which leads to poor relationships and subpar revenue numbers. The good news is, a channel partner onboarding checklist is all you need to improve your onboarding programs. In this article, we outline 10 steps to build a successful checklist for your SaaS brand.

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Are you disappointed in your SaaS company's partner program?

You’re not alone. Most companies have confusing onboarding flows, scattered resources, and no clear path to a partner’s first deal. The result? Partners feel lost, engagement drops, and it takes far too long to see any real revenue from your partner program.

Good news: you can fix these problems with a channel partner onboarding process.

Keep reading to learn why B2B partner onboarding matters, how to onboard new partners successfully, and tools to dramatically improve partner performance.

Why B2B Partner Onboarding Matters More Than Ever

First impressions define relationships.

If a partner thinks your SaaS company is unorganized or unsupportive at the beginning of your partnership, they'll keep thinking it until the partnership ends.

An effective onboarding process will improve the partner journey from day one. How so? By ensuring each partner has the training, tools, and support they need.

Put simply, a strong onboarding process will increase partner engagement, boost deal velocity, and reduce churn—all of which will lead to higher revenue numbers.

A 10-Step Channel Partner Onboarding Checklist for 2025

How do you build a partner onboarding program that works?

While we can't make guarantees, the 10-step partner onboarding template below will give the best chance to succeed in this area. Let's dive in…

Step 1: Define Partner Types and Journeys

Every partner is different. This is especially true in regard to partner types.

Referral partners are not the same as reseller partners, who are not the same as tech partners. Each has different goals, and thus, needs different onboarding workflows.

Before you do anything else, understand the partner types your SaaS company works with. Then map out an effective, repeatable journey for each.

Tools like Introw make this easy. Our platform has a no-code flow builder that will help you quickly customize onboarding workflows based on partner types. Just as important, Introw includes automation features to streamline engagement.

Step 2: Share Clear Role Expectations & GTM Alignment

What do you want your partners to actually do?

Should they generate leads for your company's sales team? Should they work with your sales reps to walk prospects through the entire sales process? Should they sell independently via affiliate links? There are plenty of options.

Once you define partner roles, set timelines and key milestones. This will help you monitor partner progress and evaluate partner performance in an objective way.

Note: you don't have to set roles, timelines, and milestones for individual partners in your partner program. Instead, aim to define these things for each partner type.

Step 3: Provide Fast, Flexible Training Access

The best partner onboarding programs include effective training materials.

This begs the question, "What does effective partner training look like?" Simple: effective partner training is bite-sized, asynchronous, and easily trackable. 

  • Bite-Sized: Your partners don't have time for manuals or lengthy videos. Your training materials need to deliver quality information fast.
  • Asynchronous: Your partners have busy schedules. Asking them to attend training at specific times is unrealistic. Your training materials should be asynchronous so partners can consume content when they have time.
  • Trackable: Your partners are easily distracted. Your training materials should be trackable. That way you always know where they are in the training process and can keep them on track. This will ensure mutual success.

You might be wondering, "How do I deliver all these training materials?" There are multiple ways, but tools like Introw allow you to store and deliver content at scale. You can also invest in a full-fledged learning management system (LMS) if needed.

One more thing: Avoid gated content at all costs. Your partners aren't leads. Asking them for contact details in exchange for content will only lead to frustration.

Step 4: Set Up Deal Registration and Lead Sharing

Your partners are trained and ready to make sales. Now what?

Now you need to set up deal registration and lead sharing processes. If you don't, your partners won't be able to fill your pipeline with prospects or generate sales.

Every partner that goes through your SaaS company's onboarding process should know exactly how to submit leads, register deals, and receive feedback quickly.

With Introw, users can connect deal registration procedures directly with their Salesforce or HubSpot accounts, which will then provide them with real-time alerts. Introw is also equipped with AI to handle conflict resolution quickly and effectively.

Step 5: Assign Internal Partner Owners

Quick suggestion: take partner relationship management seriously.

How does this apply to the partner onboarding process? Ensure partners have clear points of contact within your SaaS company. Someone they can easily reach out to for advice, product information, and the occasional bit of encouragement

This will lead to better outcomes. Your partners will get the data they need to close deals. And your company will benefit from the revenue said partners generate.

Step 6: Establish Communication Channels

How will you communicate with your partners?

You could handle all partner questions via email. Or create a dedicated Slack channel to share updates. Or invest in some kind of company intranet tool.

As long as your chosen channel is easy for partners and channel managers to use - and allows for asynchronous communication—you should be good to go.

Introw was built with effective communication in mind. Our platform integrates with Slack and replies are auto-synced with Salesforce or HubSpot - no login required.

Step 7: Share Enablement Content

Make sure every partner has access to enablement content within their dedicated partner portal. We're talking about product docs, pitch decks, and case studies.

These materials will help your partners educate customers, make sales, and drive revenue for your SaaS company. As such, they're essential to partner performance.

In an ideal world, your enablement content will be tailored to specific use cases, regions, and/or products. This will make it easier for partners to use the right materials at the right times. The result? Greater business growth. Win!

Step 8: Introduce Mutual Action Plans (MAPs)

We asked you to consider goals and timelines in "Step 2" of this partner onboarding checklist. Now it's time to pursue those goals via mutual action plans.

A mutual action plan, sometimes referred to as a MAP, is a document that describes how you and your partners will achieve specific objectives in a systematic way.

Work with partners to determine goals, steps to accomplish them, and expected timelines. That way you're all on the same page and can pursue objectives together.

Introw users can access MAPS directly inside their Salesforce or HubSpot accounts, which ensures visibility for all parties and promotes strong collaboration.

Step 9: Track Activation & Engagement Metrics

You have to track metrics to build an effective partner onboarding program. The question is, which metrics should you track. Here are the most important ones:

  • Content Engagement: Has the partner completed the necessary training courses? Have they viewed your enablement content? Top performing partners know these things lead to more sales and success.
  • Deal Registration: How many deals has the partner registered? At the end of the day, partner success is determined by revenue generated. The more each partner drives, the better—for them and your SaaS company.
  • Co-Selling Behavior: Are your partners open to co-selling opportunities? Co-selling is a proven way to close deals at a consistent clip. The best partners take advantage to hit their sales targets on a regular basis.

Also worth mentioning, logins do NOT equal success.

You want partners to consume training programs, engage with your enablement content, and register new deals. Simply logging in to your partner portal doesn't drive revenue. As such, the metric doesn't signal a successful partner.

Step 10: Schedule Checkins and Optimize

Finally, schedule ongoing meetings with every partner.

These regular checkins will give you the chance to evaluate partner pipeline, assess partner progress toward goals, and educate partners to ensure future success.

We suggest 30, 60, and 90 day checkins with new partners. That way you can address questions, offer advice, and otherwise make sure your partners have a solid foundation. After 90 days, schedule quarterly business reviews (QBRs) instead.

You should consider incentive programs as well. This will encourage partners to work harder, which will only help to improve your partner program.

The Tech Stack You Need to Automate and Scale Partner Onboarding

As you might expect, the right tech stack can make all the difference when building a strong partner onboarding process. But which platform should you choose for your SaaS company? Look for a tech stack that offers:

  • A CRM-Native Setup: Make sure your tech stack connects seamlessly to your CRM. That way you don't have to manually transfer data between systems.
  • Off-Portal Collaboration: Make sure your platform allows you to interact with partners outside of the portal. This will reduce frustration for partners.
  • No-Code Workflows: Make sure your tool is no-code. That way your team can build new partner workflows in a flash, even if they can't write code.
  • Partner Engagement Tracking: Make sure your tech stack allows you to track partner engagement metrics. This will help you evaluate and optimize performance.
  • Modular Partner Flows: Make sure your platform lets you easily customize partner workflows. That way you can tailor each one to a different partner type.

Introw was purpose-built for partner onboarding in 2025.

Our platform integrates perfectly with Salesforce and HubSpot, allows for off-portal collaboration, and includes important partner engagement metrics.

It's also no-code, so you can design custom workflows for every partner type. And you can do it in minutes, even if you've never coded before.

Sign up for a free demo today to see if Introw is right for your SaaS company.

Final Thoughts: Your Onboarding Checklist = Your Partner’s Launchpad

An effective channel partner onboarding process is essential in 2025.

Without one, your partners won't have the information and support they need to generate leads and close deals. This is why so many partner programs fail.

After reading this article, you know exactly how to build an effective partner onboarding process. Just as important, you know what to look for in a partner onboarding tool. Combined, this knowledge will help you grow profits via partners.