Partner programs have multiple formats and purposes depending on the type of business involved and the goals a company has for partnering with others. Commonly, partners are resellers who sell or promote products and services in exchange for commissions or credits.
Alternatively, partnerships may be more focused on marketing. Companies team up with other businesses or individuals to carry out content creation, guest blogging, webinars, lead distribution, or any other marketing activities. Whatever the work performed, the aim is to provide value for both parties.
SaaS companies in particular use partner relationships in order to seek out new, innovative ways to gain traction in their marketplace and reach new customers. Partnerships can enable brands to scale and take advantage of marketing opportunities they may not otherwise have been able to.
Companies including Oracle, HubSpot, Slack, and Zendesk rely on partnership programs to expand into new markets and scale their sales efforts, rather than going through the expense of scaling a sales team. So, no wonder adoption rates of PRM software are predicted to rise considerably.