.svg)
What Is Co-Selling? A Guide to Scaling Faster with the Right Partners
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:
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.
Related blog articles
The Ultimate Partnership Marketing Guide for 2025: Strategies, Examples & Tips
Partnership marketing is a mutually beneficial strategic collaboration between businesses to promote each other's products or services.
When entering into a marketing partnership, instead of competing, companies work together, combining their strengths, audiences, and resources for mutual growth.
Examples of popular partnership marketing strategies include co-branded marketing campaigns, ABM partnerships, social media collaborations, marketplace partnerships and product integrations.
And in 2025, partnership marketing is more critical than ever.
With rising customer acquisition costs, fierce competition, and increasing demand for authentic, value-driven interactions, businesses are shifting from transactional marketing to relationship-led growth.
Trust is key, and partnerships offer a credible way to build it — especially when a trusted partner introduces your brand.
For B2B SaaS companies, this shift is even more pronounced.
In a saturated, rapidly evolving market, partner-led growth enables SaaS firms to scale faster, tap into new verticals, and extend customer lifetime value through integrated solutions.
It can also help them to keep up with competition without busting the marketing budget.
Furthermore, by embedding products into broader partner ecosystems, SaaS companies reduce churn and drive stickiness.
As buyer journeys become more complex, collaborative go-to-market strategies are no longer optional—they're essential.
⬇️ In this guide, we'll take you through everything you need to know about partnership marketing, so you can decide whether it's the right tactic for your business.
What is Partnership Marketing?
Partnership marketing is a strategy where two or more companies collaborate to promote each other's brand, products, or services — with the goal of driving mutual growth. Rather than operating through traditional paid channels or simple referral schemes, partnership marketing focuses on strategic alignment: both partners contribute resources, co-create campaigns, and share audiences to generate value on both sides.
Unlike affiliate marketing, which is purely performance-based with direct financial incentives for each conversion, partnership marketing often emphasizes broader strategic goals — like brand visibility, market expansion, and pipeline generation. However, performance still matters: successful partnerships typically track results like leads, engagement, and influenced revenue, even if there isn’t always a strict "commission per sale" model.
Channel sales, on the other hand, do overlap with partnership marketing — especially when partners engage in co-marketing activities such as joint webinars, content syndication, or event sponsorships. In many cases, channel partners do both promote and sell products, depending on the nature of the partnership.
In short, partnership marketing is about creating strategic go-to-market alliances — blending promotional activities with co-selling or co-branding initiatives to drive shared success.
Benefits of Partnership Marketing
There are many direct and indirect advantages to implementing partnership marketing strategies.
Here are ten of the top benefits you can expect to see:
- Expanded reach: Access new audiences through your partner's customer base and marketing channels.
- Increased credibility: Build trust faster when introduced by a known and respected partner.
- Lower customer acquisition cost (CAC): Reduce marketing spend by sharing efforts and leveraging established relationships.
- Scalable revenue growth: Partnerships create repeatable, cost-effective growth channels that scale alongside your business.
- Improved lead quality: Benefit from warm, qualified referrals that convert faster and more reliably.
- Stronger value proposition: Offer customers a more complete solution by pairing complementary products or services.
- Faster market entry: Leverage partners' presence and expertise to break into new verticals or regions.
- Shared resources and expertise: Collaborate on content, tools, and campaigns—saving time and expanding capabilities.
- Greater customer retention: Integrated, value-rich solutions increase stickiness and reduce churn.
- Innovation and strategic insight: Learn from partners' market experience and co-create innovative solutions.
Types of Partnership Marketing in 2025
There are many different varieties of effective partnership marketing to consider in 2025.
So which type is going to make the biggest positive impact in your business?
This will depend on your business' specific needs, challenges, goals, and overall circumstances — as well as those of your partner.
Here are eight of the most popular types of partnership marketing to consider:
1. Co-marketing Campaigns
Co-marketing campaigns involve two or more companies collaborating to create and promote content or events that deliver mutual value.
So what does this look like, exactly?
Common formats include co-branded eBooks, joint webinars, and shared industry events.
These campaigns combine expertise, expand reach, and engage both audiences through shared promotion.
Each partner contributes resources — like content, speakers, or distribution channels, for example — while benefiting from increased visibility and lead generation.
The key benefits of co-marketing include reduced costs, higher-quality leads, and enhanced credibility through association.
Remember — it's vital to ensure both organizations are aligned on messaging and goals before kicking off your partnership.
This alignment empowers partners to create more impactful, resource-efficient campaigns that resonate with their shared target audience.
2. Marketplace Partnerships
A marketplace partnership is a collaboration where a company integrates or lists its product or service within another company's platform or digital marketplace.
For example, an app store or software ecosystem like HubSpot Marketplace, Salesforce AppExchange, or AWS Marketplace.
These partnerships typically involve:
- Product integrations that enhance functionality for shared users
- Co-marketing opportunities within the marketplace
- Shared customer acquisition channels
By being listed in a trusted marketplace, your solution gains visibility among highly targeted, ready-to-buy users.
Indeed, benefits include increased discoverability, faster customer acquisition, and added credibility through platform association.
As a bonus, seamless integrations boost customer satisfaction and retention by creating a more complete, user-friendly solution.
For SaaS companies especially, marketplace partnerships can be a scalable, low-friction channel for growth and long-term partner-led revenue.
3. Content Swaps And Backlink Partnerships
These tactics are designed to boost your online visibility, build authority in your industry and reach new audiences.
Content swaps and backlink partnerships are search engine optimization (SEO) tactics that involve two companies exchanging content — such as blog posts, guides, or ebooks — with links back to each other's websites.
For example, your company's CEO could write a thought leadership guest blog with links back to your own website.
This would then be published on your partner's website.
Driving referral traffic and enhancing brand credibility are two of the major benefits.
Still, the number one reason businesses deploy this tactic is to strengthen domain authority, helping both companies perform better in search engines.
This low-cost, high-impact strategy is especially effective for B2B companies looking to grow their online presence, generate organic leads, and establish thought leadership through mutually beneficial content collaboration.
4. Social Media Collaborations
Social media collaborations are not only for B2C brands.
While the tone and style of your content might be different to a B2C social collaboration campaign, these campaigns can be an extremely useful tool for brands in the SaaS space.
B2B social media collaborations involve two or more companies teaming up to share content, campaigns, or promotions across their social channels.
These can include co-branded posts, joint LinkedIn Lives, shared video series, or collaborative giveaways.
By leveraging each other's audiences, businesses expand their reach, boost engagement, and build trust through association, all while driving qualified traffic to each partner's site.
This type of partnership marketing is cost-effective, easy to execute, and ideal for increasing visibility, sparking conversation, and generating leads in a more authentic, relationship-driven way.
5. ABM partnerships
Account-based marketing (ABM) is where a brand focuses on a high-value prospect that fits its ICP.
In ABM, the stakes are high: the wins are significant, but losses are expensive.
This is why ABM partnerships appeal.
In an ABM partnership, two companies collaborate to target shared ideal customer profiles (ICPs) with personalized, coordinated outreach.
Partners align on high-value accounts, then co-create tailored campaigns — such as custom content, joint emails, or personalized events — designed to engage key decision-makers.
This approach combines data, insights, and resources from both sides to increase relevance and impact.
By working together, companies can boost campaign effectiveness, shorten sales cycles, and increase deal size.
ABM partnerships are especially powerful in B2B SaaS, where long sales cycles and complex buying committees require strategic, high-touch marketing that resonates with specific prospects across channels.
6. Influencer Partnerships
In B2B SaaS, influencer partnerships involve collaborating with trusted voices in a specific niche to build credibility, reach decision-makers, and drive awareness or adoption.
These influencers might be:
- Industry consultants
- Niche content creators (e.g. YouTubers, podcasters, LinkedIn voices)
- Community leaders or analysts
They promote your SaaS solution through reviews, tutorials, webinars, or co-branded content tailored to their audience.
What's more, since vertical SaaS targets specialized markets (like healthcare, legal, or construction), these influencers often have deep domain credibility, which means backlinks can boost your website's SEO.
Other benefits include targeted reach, faster trust-building, and improved lead quality — making it a powerful channel for awareness and education-driven growth.
In exchange, some influencers may require payment or commission, while others will accept free access to tools and services along with promotion of their page on your channels.
So, are influencer partnerships the right strategy for your brand?
This is an especially useful tactic in vertical SaaS, which is designed for a specific industry or niche.
However, if your SaaS targets a more general market, you might struggle to find influencers that unite your audience.
7. Reseller/Referral Hybrid Motions
Reseller/Referral hybrid motions combine elements of both reseller and referral partnerships into a single go-to-market strategy.
- In a referral model, the partner introduces or refers potential customers to your business and earns a commission or incentive when deals close.
- In a reseller model, the partner actually sells your product — often bundling it with their own services — and may handle billing and customer support.
The hybrid motion allows partners to start by referring leads and transition into full resellers as they gain confidence or technical expertise.
It's flexible, lowers onboarding friction, and supports deeper collaboration over time, making it ideal for scaling partner-led growth.
How to Build a Partnership Marketing Strategy
Sold on partnership marketing and ready to get started?
Admittedly, this can be a little daunting: after all, when there are two plus parties involved, it's never as simple as creating an in-house strategy.
However, get partnership marketing right and the results should be worth the extra effort.
We've simplified the partnership marketing strategy into five steps:
1. Define Objectives
Kick off your B2B partner marketing strategy by defining your objectives.
This is crucial for measuring the success of your partnership and continuously optimizing your strategy down the line.
To define objectives, start by aligning with business goals — whether these are generating leads, influencing pipeline, or increasing brand awareness.
Now, define your objectives for partnership marketing.
For example, if generating more leads is a general business goal, you might set a SMART goal such as:
"Generate [NUMBER] of leads from [PARTNERSHIP MARKETING PROJECT by [DATE]."
Then, set clear KPIs for each goal, such as number of qualified leads, sourced revenue, or reach and engagement metrics.
It's vital to ensure both partners agree on success measures, timelines, and tracking methods to keep efforts focused, measurable, and mutually beneficial.
2. Align With RevOps And Sales To Define Attribution Model
Aligning with RevOps and Sales is crucial when setting up a partnership marketing program because it ensures clear, consistent attribution of leads and revenue.
Without alignment, partner-sourced or influenced deals can be misattributed, leading to inaccurate reporting and under-valuing partner efforts.
RevOps should help to define the attribution model — deciding how credit is assigned across touchpoints — while Sales will ensure partner leads are properly followed up.
Together, they create transparency, trust, and accountability, enabling smarter investment and stronger partner relationships.
3. Identify High-Fit Partners
This is the exciting bit: it's time to identify your potential partners!
Remember — you're looking for high-fit partners.
Start by searching for companies that share your ideal customer profile (ICP) — targeting similar industries, roles, or challenges.
Look for mutual value, where both parties benefit from shared leads, increased reach, or enhanced offerings.
Strong cultural alignment, complementary products or services, and overlapping sales motions also matter.
You should be able to gain some important answers simply by evaluating a company's audience size, reputation, and willingness to collaborate.
Ideal partners should:
- Fill a gap in your customer journey
- Strengthen your value proposition
- Be equally invested in long-term success
And if the prospect of collaborating with another company makes you nervous, take it slowly.
Start with low-lift collaborations, then scale deeper based on results and strategic fit.
4. Set Up Co-Marketing Playbooks And Tools
Congratulations — you've secured your first partnership!
Now you've cracked the who, it's time to get into the how.
Co-marketing playbooks help partners launch campaigns faster, stay aligned, and deliver consistent, high-quality content — making collaboration smoother and results more scalable across multiple partnerships.
Here are some key tips for setting up your co-marketing playbooks and tools:
- Create standardized templates for joint campaigns — covering emails, social posts, landing pages, and event promotion.
- Define roles, timelines, approval processes, and branding guidelines to streamline execution.
- Use a PRM like Introw for collaboration, automating workflows, lead registration and attribution, and monitoring partnership performance.
- Include clear KPIs (e.g. leads, registrations, content downloads) and a feedback loop to refine future efforts.
5. Track And Optimize Performance Via CRM/PRM Integration
Tracking and optimizing performance via a CRM-first PRM like Introw is crucial for measuring the true impact of your partnership marketing efforts.
With integrated systems, you gain real-time visibility into lead flow, deal progress, and revenue attribution from each partner campaign.
This transparency allows you to assess what's working, identify gaps, and make data-driven decisions.
It also ensures partners receive proper credit and fosters trust.
By syncing marketing activities, lead registrations, and closed-won data, you can continuously refine co-marketing strategies, improve ROI, and confidently scale successful partnerships.
Ultimately, integration turns partnership marketing from guesswork into a performance-driven growth engine.
Real-World Partnership Marketing Example: Hubspot + Typeform
HubSpot and Typeform have developed a robust partnership marketing strategy centred on seamless integration to enhance lead generation and customer engagement.
By combining Typeform's interactive forms with HubSpot's CRM capabilities, businesses can capture and manage leads more effectively.
For instance, the education platform 100mentors utilized this integration to automate data entry, resulting in a 50% reduction in manual tasks and a 20% increase in conversions.
Additionally, HubSpot's "Make My Persona" tool, built using Typeform, exemplifies successful co-marketing.
This tool allows users to create detailed buyer personas, providing value to users while generating approximately 1,000 leads per month for HubSpot.
The partnership's strength lies in its ability to deliver personalized, scalable marketing solutions, making it a model for effective B2B collaboration.
Best Practices for B2B Partner Marketing in 2025
For best results, ensure you follow these four partner marketing best practices:
1. Co-Create With Partners, Don't Just Syndicate
Truly effective partner marketing stems from collaboration, not just content redistribution.
So instead of simply handing partners premade assets, co-develop campaigns like joint webinars, co-branded eBooks, or social content.
This ensures alignment with both brands' voices and audience needs, leading to better engagement and shared ownership of outcomes.
2. Avoid Friction: Make Collaboration Off-Portal
Friction in your joint workflows can see your collaborative projects end before you've had a chance to see the benefits.
This is why it's so important to streamline how you work together.
While portals are useful for asset storage and reporting, real-time collaboration thrives in low-friction channels like Slack or shared email threads.
For a truly frictionless project, why not harness the power of Introw's PRM, which offers off-portal collaboration and integrates with Slack?
This encourages faster communication, easier brainstorming, and a more agile response to opportunities or blockers.
3. Align On Goals Early
Before launching any activity, you need to get on the same page about what success looks like.
Are you focused on brand awareness, marketing qualified leads (MQLs), or influencing pipeline?
Setting shared KPIs avoids misalignment and enables meaningful measurement and reporting.
4. Use Clean CRM Data And PRM Reporting To Measure Impact
Poor data hygiene kills performance tracking.
Ensure your CRM is clean and synced with a PRM tool like Introw so you can accurately attribute results — confidently track sourced leads, influenced pipeline, and partner-driven revenue.
➡️On the hunt for a highly effective partner relationship management system? Here's everything you need to know about choosing your next PRM.
How Introw Powers Scalable Partnership Marketing
- One-click co-branding at scale: Introw lets you instantly add partner logos, names, and details to your sales and marketing assets — all in one click. No more manual edits for every campaign or piece of content. Scale co-branded marketing efforts effortlessly and maintain brand consistency across partner initiatives.
- Introw syncs co-marketing activities with your CRM: Introw integrates natively with HubSpot and Salesforce, ensuring all co-marketing activities, lead registrations, and partner deals are tracked directly in your CRM — no need for duplicate data entry or disconnected tools.
- Introw tracks partner engagement and shares updates via Slack: Partners receive real-time updates via its Slack integration, including notifications when leads engage or deals move forward. This off-portal engagement keeps communication flowing and visibility high without needing extra tools.
- Flexible access: Introw eliminates the friction of portal fatigue by enabling partners to engage via Slack or email — no mandatory logins needed for day-to-day updates. However, for deeper collaboration on content, strategy, and co-selling, partners can also access a fully customizable portal when needed, keeping everything aligned and easily accessible.
- Forecast and report on a partner-attributed marketing pipeline: Easily report on partner-sourced and influenced pipeline with attribution tied directly to CRM data. Introw enables forecasting by tracking partner performance and marketing contributions in real-time.
- Built for HubSpot + Salesforce users: Designed specifically for go-to-market teams using HubSpot or Salesforce, Introw fits neatly into your existing tech stack and enhances partner marketing without adding complexity.
🚀 Power up your partner marketing with Introw — book a demo here today.
Conclusion
Ultimately, partnership marketing is a powerful, scalable growth lever for B2B SaaS, delivering lower customer acquisition costs and high-impact results.
But remember — success depends on strong alignment across marketing, sales, and ops to ensure smooth execution and measurable outcomes.
With the right strategy, partnerships can drive pipeline, brand visibility, and long-term revenue.
However, partnership marketing — like any form of collaboration — is not without its challenges, from misaligned goals and communication barriers to inaccurate tracking and failure to commit.
Fortunately, Introw makes partnership marketing much easier — after all, managing partners is what this cutting-edge platform was designed for.
Introw keeps partner marketing CRM-native — fully integrated with HubSpot and Salesforce — so all activities are trackable, collaborative, and scalable from day one.
By streamlining workflows and partner engagement, this software helps you unlock the full potential of partner-led growth without adding complexity or disconnected tools.
💡 Ready to streamline your partner marketing strategy? Get a personalized Introw demo.
FAQs
- What Is Partnership Marketing In B2B?
B2B partnership marketing is a collaborative strategy where two or more businesses work together to promote each other's products or services.
These partnerships leverage each company's strengths, audiences, or resources to drive mutual growth, increase brand visibility, boost brand recognition, generate leads, and create value for shared target markets.
- What Are Examples Of Effective Partnership Marketing Campaigns?
Partnership marketing is an increasingly popular tactic, so there are plenty of partner marketing examples out there to inspire you.
Here are eight tried and tested partnership marketing examples:
- Co-branded content: Collaborate on eBooks, webinars, blog posts, or whitepapers to share expertise and cross-promote to both audiences.
- Joint events or webinars: Host virtual or in-person events together to share knowledge, build trust, and capture leads.
- Referral programs: Offer incentives for each company to refer clients to the other, creating a mutually beneficial lead pipeline.
- Product integrations: Combine tools or platforms to offer a seamless experience and increase customer value (e.g. Slack + Zoom).
- Social media cross-promotion: Run coordinated social campaigns, giveaways, or content series to tap into each other's audiences.
- Bundled offers or packages: Offer exclusive deals or bundles when customers purchase from both companies.
- Guest blogging or podcast swaps: Exchange content contributions to access new audiences and build authority in your niche.
- Case studies or success stories: Highlight how customers benefited from using both services together.
3. How Is Partner Marketing Different From Affiliate Or Channel Sales?
A partner marketing plan focuses on collaborative, mutually beneficial campaigns between businesses, often involving co-branding or content.
In contrast, affiliate marketing is performance-based, rewarding individuals or companies for driving traffic or sales.
Meanwhile, channel sales involve third-party distributors or resellers selling a company's products.
So, in summary, partner marketing emphasizes strategic alignment over pure sales or commission structures.
4. Why Do SaaS Companies Need a CRM-Integrated PRM For Partner Marketing?
CRM-integrated PRM (Partner Relationship Management) systems streamline partner onboarding, track performance, and align sales efforts — all of which are vital for successful partner marketing campaigns.
Indeed, during joint ventures, CRM integration ensures real-time data sharing, better lead management, and improved collaboration between internal teams and partners.
This tech boosts efficiency, strengthens relationships, and maximizes the ROI of partner marketing initiatives.
5. How Does Introw Support Partnership Marketing?
Introw supports partnership marketing through its cutting-edge CRM-integrated Partner Relationship Management (PRM) platform.
It enables businesses to quickly set up branded partner portals, automate deal and lead registration, share resources, and manage commissions.
With real-time CRM syncing and off-portal collaboration, Introw enhances marketing partner engagement and streamlines revenue tracking.
Book a demo today to find out more about how Introw can enhance your partnership marketing strategy.
HubSpot Partner Management: 7 Best Practices For Scaling
Partner-led growth depends on empowering partners to work alongside direct sales to drive customer acquisition and revenue — and tight integration between your CRM and partner workflows is essential to get this right.
This seamless integration creates a unified view of leads and opportunities, allowing both internal teams and partners to collaborate seamlessly and avoid duplicating their efforts.
Furthermore, integrated systems enable accurate deal registration, attribution, and tracking, which is critical for partner incentives and performance insights.
With synced workflows, partners can register deals directly, co-sell with your team, and stay aligned through shared timelines and updates.
Additionally, CRM integration enables automated notifications, streamlined onboarding, and enhanced forecasting (by including partner pipeline in revenue projections).
The key benefits of tightly integrating your CRM and partner workflows?
Less friction, shorter sales cycles, and better partner trust.
Ultimately, it allows you to scale your partner ecosystem efficiently while maintaining transparency, accountability, and data-driven decision-making — all of which are vital to a successful partner-led growth strategy.
This is why companies are increasingly shifting from standalone PRM portals to CRM-first experiences like Introw — which integrates with popular CRMs, including HubSpot — to streamline their partner collaboration.
This approach meets partners where they work and aligns them more closely with internal sales processes.
Ready to scale your partner management this year?
⬇️ In this guide, we'll cover why HubSpot is a highly effective platform for partner management and take you through seven must-have best practices for scaling in 2025.
Can You Manage Partners in HubSpot? (Spoiler: Yes — with the Right Setup)
HubSpot doesn't have native PRM, but it offers several features that can be useful for SaaS partner management projects.
For example, the platform supports custom objects, labels, and workflows.
All of these elements are super useful for companies running small partner management projects.
The problem arises when you want to scale.
Indeed, most partner programs will quickly outgrow manual tagging and disconnected forms.
Once you get serious about your partner program, you need a PRM that is tailor-made for managing and scaling these schemes.
At the same time, you don't want to silo your partner management efforts from your CRM — this would create data disconnects, limiting visibility into partner-driven deals and slowing collaboration.
The solution?
Invest in tightly CRM-integrated PRM tools like Introw.
This way, you fill the PRM gap natively inside HubSpot and give your partnerships the best possible chance of flourishing.
Why HubSpot Is a Strong Foundation for Partner Management
Many SaaS teams already rely on HubSpot as their central source of truth for customers, deals, and marketing.
But increasingly, partner managers are realizing HubSpot can also be a superb command center for their partner programs — as long as they configure the platform in the right way.
Here's why HubSpot makes sense as a foundation for partner management in 2025:
- Unified CRM: HubSpot consolidates marketing, sales, and service data — giving RevOps and partner teams shared visibility
- Custom Properties & Objects: You can track partner types, partner-sourced deals, referrals, and more — without duct-taping separate systems
- Automation: Workflows make it easy to route leads, assign reps, or trigger partner engagement emails
- Integrations: Certified apps like Introw turn HubSpot into a fully featured PRM, removing the need for standalone portals or duplicate tracking
- No-Code Setup: You can scale your partner ops without custom dev work or heavy training
In short, if HubSpot is already your CRM, there's no reason to manage your partner program outside of it.
Instead, plug in a PRM like Introw, and you'll gain a partner-ready ecosystem inside your CRM — one that works for RevOps, Sales, and Partner Managers alike.
7 Must-Have HubSpot Partner Management Practices for 2025
Ready to scale your partner program with Hubspot?
Here are seven vital HubSpot partner management practices you should be following for success in 2025.
1. Automate Partner Onboarding with Forms + CRM Sync
This one will save you a lot of time!
Did you know you can use Introw to push form data (e.g. "Become a Partner") directly into HubSpot?
First, connect Introw to HubSpot to enable seamless data synchronization.
This integration allows form submissions, such as partner applications, to be pushed directly into HubSpot.
You can then use HubSpot's automation tools to trigger actions upon form submission.
For instance, automatically create a contact or company record, assign tasks, or send follow-up emails.
2. Enable Easy Deal & Lead Registration (No HubSpot Login Needed)
Introw allows for off-portal collaboration, which makes life much easier for your partners.
Indeed, your partners don't even need to log in to HubSpot in order to submit deals or register leads.
Instead, they can submit deals via a form, Slack or email.
The details are then auto-mapped to HubSpot, which acts as your single source of truth.
3. Collaborate on Deals Inside HubSpot with CRM Cards
Using CRM cards from Introw, teams can collaborate on partner-sourced deals directly inside HubSpot.
These embedded cards show deal details, partner info, and updates in real-time — without switching tools.
This means your partner's comments are automatically turned into CRM notes
Real-time sync keeps the deal's status, details, and updates aligned with your HubSpot pipeline, enabling smooth, in-CRM collaboration.
This streamlines communication, boosts visibility and keeps sales and partner teams aligned throughout the deal cycle.
4. Track Partner Performance in Real-Time
The success of your partner strategy hinges on data analysis.
Tracking partner performance in real-time is crucial to help you identify top performers, spot bottlenecks, and optimize your partner strategy as deals progress.
Indeed, without a sophisticated tracking and data analysis system, you're just guessing at what works and hoping you're right.
But with the right tools in your arsenal, you unlock faster decision-making, more accurate forecasting, and effective incentives — driving accountability, growth, and stronger partner relationships across your ecosystem.
Fortunately, Introw and HubSpot work together to make real-time data analysis easy.
Introw generates dashboards based on HubSpot data.
Set up dashboards based on metrics that speak to your goals — for example, revenue, activity, pipeline, or deal data.
5. Engage Partners Off-Portal via Email & Slack
One of Introw's most partner-friendly features is that it allows you to engage your partners off-portal via email and Slack.
This means partners don't need to log into their portal to communicate or collaborate with you.
Instead, they receive real-time notifications, can comment on deals, and stay in the loop — all off-portal — making collaboration faster, easier, and more integrated into their daily workflows.
6. Customize Experiences by Partner Type
In 2025, personalization is crucial when it comes to engaging your partners.
Deliver an irrelevant or jarring experience, and partners could lose trust in your offering and become more reluctant to recommend you.
Introw supports dynamic views and objects in HubSpot, which allows you to customize partner experiences by type.
For example, you can tailor onboarding flows, forms, content, and deal stages for different partner types, like partner submitted referrals, a successful reseller channel, or MSPs.
Simply segment partners within HubSpot and Introw, then deliver relevant experiences and workflows that match their role, ensuring higher engagement and more effective collaboration across partner types.
7. Automate Commission Tracking & Payouts
Connect Introw with your HubSpot CRM to automate commission tracking and payouts.
As deals close, Introw tracks which partner influenced each one, calculates commissions based on preset rules and logs the data.
You can then use CRM triggers to automate payout workflows or give partners visibility over their commissions.
This ensures accuracy, transparency, and timely rewards.
Why Introw Is the Best HubSpot PRM Integration for 2025
Introw stands out in 2025 as the ultimate PRM integration for HubSpot, delivering unmatched efficiency, partner experiences, and growth capabilities.
Here's why it's the best partner relationship management tool integration with HubSpot:
- HubSpot Certified App: Introw is trusted and verified by HubSpot, ensuring a smooth, secure integration.
- Personalized partner portals created in minutes: Launch clean, branded portals for each partner quickly — no technical setup required.
- Keeps HubSpot as the single source of truth: All partner data, leads, and deal activity sync directly into HubSpot, eliminating the need to manage a separate PRM system.
- No partner logins required: Partners can view, register, and collaborate on deals via shared links — no friction, forgotten passwords, or onboarding headaches.
- Real-time deal + engagement sync: Instantly reflects partner-submitted leads and activity in HubSpot, giving your sales team live visibility.
- GDPR-ready, ISO27001 and SOC2 certified: Designed with enterprise-level security and global compliance in mind.
- Works across all HubSpot plans (Sales, Service, CRM): Fully compatible with the entire HubSpot suite, so you can support partner workflows wherever your teams operate.
🚀 Launch Your HubSpot Partner Portal in Minutes — Book a Demo!
Conclusion
If HubSpot is already your CRM, why not make it your partner system too?
With Introw, you can scale partner programs without silos, clunky portals, or extra logins.
Save RevOps time, align with Sales, and drive more revenue from your ecosystem.
✅ Ready to simplify partner management in HubSpot? Get a personalized demo
FAQs
- Can HubSpot Be Used For Partner Management?
Yes, HubSpot can be used for partner management through integrations with Partner Relationship Management (PRM) tools like Introw.
While HubSpot doesn't offer a native PRM solution, its App Marketplace includes certified apps that enable businesses to manage partners, share content, and track engagement directly within the CRM.
Introw, for instance, provides a seamless integration that allows companies to launch personalized partner portals, collaborate on deals, and manage partner activities without requiring partners to have a HubSpot account.
- Does HubSpot Offer PRM Features?
HubSpot doesn't offer a native PRM solution, but it boasts several features that lend themselves to partner management, including custom objects, labels and workflows.
The problem is that most partner programs outgrow manual tagging and disconnected forms, at which point it's worth scoping out dedicated PRM systems that integrate with Hubspot, like Introw.
Introw is the best channel partner management tool to use with HubSpot, offering outstanding partner experiences, improved efficiency, and plenty of growth potential.
It's super user-friendly, too.
- What's The Best PRM Tool That Integrates With HubSpot?
Several Partner Relationship Management tools integrate seamlessly for HubSpot partner management, each offering unique features to enhance partner collaboration and streamline workflows.
The best PRM for your business will depend on your specific circumstances and goals, but Introw is an outstanding option for any company.
This PRM platform enables the creation of personalized partner portals integrated with HubSpot.
These portals seamlessly facilitate deal collaboration and partner engagement without requiring partners to access HubSpot directly.
- How Does Introw Compare To Traditional PRMs?
Introw offers a modern PRM solution that integrates directly with your CRM, enabling the launch of a personalized partner portal in minutes.
It lives inside your CRM, enabling real-time deal collaboration, updates, and notifications without switching platforms.
In contrast, traditional PRMs often require syncing data between systems, which can lead to delays or discrepancies.
Introw also emphasizes off-portal collaboration, allowing partners to engage without requiring separate logins, thereby streamlining partner engagement and accelerating revenue growth.
This makes the PRM system fast to deploy, with a minimal learning curve.
Traditional PRMs, on the other hand, can be complex to implement and manage, especially for lean partner teams.
They often require logins and training, which can create friction for casual or less tech-savvy partners.
- Can Partners Using Introw Submit Leads/Deals Without a HubSpot Account?
Yes, partners using Introw can submit leads and deals without needing a HubSpot account.
Introw enables off-portal collaboration, allowing partners to register leads and deals without a HubSpot account.
These submissions are automatically synced with your HubSpot CRM, ensuring seamless integration without requiring partners to log into HubSpot.
Top 10 Partnership Trackers: Driving Co-Sell Revenue in 2025
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:
- A CRM-native integration: Salesforce or HubSpot
- Lead/deal registration and auto-attribution
- Partner engagement metrics — for example: Slack or email syncs, partner activities log
- Forecasting partner-sourced and partner-influenced pipeline
- Ecosystem data integrations (Crossbeam)
- Real-time alerts and co-sell enablement
- 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
#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
- 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.
- 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.
- 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.
- 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.
- 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.
Boost Partnership Revenue & Engagement in minutes
.avif)