The channel glossary
46 partner program terms in plain language. Each one links to the plays that use it.
The four terms to learn first
What partners earn, how their deals are protected, what funds their marketing, and what turns it all into revenue.
- Term 1
Partner tiers
Tiers set what partners earn and what they must deliver. They shape almost every partner conversation you will have.
- Term 2
Deal registration
Registration decides who gets credit and protection on a deal. When partners stop trusting it, they stop bringing you deals.
- Term 3
MDF (market development funds)
MDF is the funding behind partner marketing. It produces pipeline only when it is tied to a plan and a target.
- Term 4
Partner activation
A signed partner earns nothing until their sellers sell. Activation is where most partner programs stall.
Every term
A
- Account mapping
- Account mapping is the process of comparing a vendor's customer and prospect lists with a partner's lists to find where they overlap. The overlap shows shared customers, shared targets and accounts where one side has a relationship the other needs. Teams use it to choose joint opportunities to work on together.
- Active sellers
- Active sellers are the individual partner sales reps who are actually selling a vendor's product in a given period. This number is usually much smaller than the total count of signed partners or trained reps. Many channel teams track it because it shows real selling capacity better than partner count does.
- Agentic AI
- Agentic AI is artificial intelligence that can take actions and complete multi-step tasks toward a goal, usually with some human oversight. It can use software tools, pull data and carry out steps in order. In partner work, it can help with tasks like prepping for calls, updating records or drafting follow-ups.
C
- Channel conflict
- Channel conflict is friction that happens when two sellers go after the same customer or deal. It can be two partners, or a partner and the vendor's own sales team. It often shows up as price undercutting, disputed credit or a partner who feels cut out of a deal.
- Channel manager
- A channel manager is the person at a vendor who owns results from a set of partners. They recruit, enable and support resellers, service providers or other partners so those partners sell more. Titles vary, including partner manager, partner account manager and channel account manager.
- Channel operations
- Channel operations is the team and work that run a partner program behind the scenes. It covers partner systems, data, reporting, program rules, incentive payments and processes like deal registration. It is often called channel ops or partner ops. It supports channel managers so they can spend more time with partners.
- Channel partner
- A channel partner is an outside company that helps a vendor sell, deliver or support its products. Common types include resellers, distributors, managed service providers, referral partners and technology partners. The vendor and partner share customers and revenue through an agreed set of rules.
- Channel-first model
- A channel-first model is a go-to-market approach where partners are the main route a vendor uses to reach and sell to customers. Some channel-first vendors sell only through partners and have no direct sales to end customers. Others keep a small direct team for a few large accounts.
- Chief Partner Officer
- A Chief Partner Officer is the senior executive who owns a company's partner and ecosystem strategy and the revenue that comes through partners. The role often leads channel, alliances, marketplaces and partner operations. Titles vary, and some companies use chief ecosystem officer or head of partnerships for similar jobs.
- Cloud marketplace
- A cloud marketplace is an online store run by a large cloud provider where buyers can find, buy and deploy software. The purchase is billed through the buyer's existing cloud account. Many buyers can count these purchases toward spending commitments they already made with the cloud provider.
- Co-marketing
- Co-marketing is marketing that a vendor and a partner plan and run together to reach shared buyers. Examples include joint webinars, events, content and email campaigns. Both companies put in effort, money or audience, and both share the leads and the results.
- Co-op funds
- Co-op funds are marketing money a partner earns based on how much it sells of a vendor's products. The partner builds up a balance over time, then spends it on approved marketing. The vendor usually pays back part or all of the cost after the partner shows proof.
- Co-sell
- Co-sell is when a vendor's sales team and a partner's sales team work the same deal together. They share account details, split tasks and agree on who does what with the customer. Co-selling is common with resellers, service providers, technology alliances and cloud providers.
D
- Deal registration
- Deal registration is a process where a partner tells the vendor about a sales opportunity it found and asks to be recognized as the owner. If the vendor approves it, the partner usually gets extra discount or protection from other partners on that deal for a set time.
- Distributor
- A distributor is a company that buys products from many vendors and sells them to resellers and service providers, not usually to end customers. Distributors handle logistics, credit, billing and ordering. Many also offer training, marketing help and recruitment of new resellers for vendors.
E
- Ecosystem go-to-market (ecosystem GTM)
- Ecosystem go-to-market is a way of selling where a vendor works with a coordinated group of partners, platforms and alliances to reach and win customers. The group can include resellers, MSPs, technology partners, cloud marketplaces and consultants. Each one plays a role in how buyers find, buy and use the product.
- Ecosystem orchestration
- Ecosystem orchestration is the work of coordinating many types of partners so they produce repeatable revenue together. It means deciding which partners play which role, connecting them on deals and keeping plans, data and incentives lined up. It usually sits with partner leaders and the channel operations team.
- Executive sponsor
- An executive sponsor is a senior leader who backs a partner program or a key partnership. The sponsor helps secure budget, removes internal blockers and holds teams accountable for results. Vendors and partners often each name an executive sponsor for their most important relationships, so both sides have a senior contact.
I
- Ideal partner profile (IPP)
- An ideal partner profile is a short description of the type of partner most likely to succeed with a vendor. It lists traits such as customer base, services, size, skills and region. Vendors use it to decide which partners to recruit and where to spend their time.
- ISV (independent software vendor)
- An ISV, or independent software vendor, is a company that builds and sells software that runs on or connects to another company's platform. In partner programs, ISVs are usually technology partners. They integrate with a vendor's product so both products work better for shared customers.
J
- Just-in-time enablement
- Just-in-time enablement is training and guidance delivered to a partner seller at the moment they need it, such as before a call or when a deal reaches a certain stage. It adds short, focused help tied to a real situation on top of basic upfront training. The aim is better recall and faster action.
M
- MDF (market development funds)
- MDF, or market development funds, is money a vendor gives partners to pay for marketing and sales activity that creates demand for the vendor's products. Partners usually propose an activity, get approval, run it and then submit proof to get paid. Rules vary by program.
- MSP (managed service provider)
- An MSP, or managed service provider, is a company that runs IT for its clients on an ongoing basis, usually for a monthly fee. MSPs often manage devices, networks, cloud apps, backups and help desk support. Many serve small and mid-sized businesses that lack their own IT staff.
- MSSP (managed security service provider)
- An MSSP, or managed security service provider, is a company that runs security operations for its clients on an ongoing basis. Services often include monitoring, threat detection, incident response and managing security tools. Clients pay a recurring fee instead of building their own security team.
N
- Nearbound
- Nearbound is a sales and marketing approach that uses the partners and people already around a buyer to help win a deal. Instead of relying only on cold outreach, teams look for partners, advisors or shared customers who already have the buyer's trust. The term is fairly new and is defined in different ways.
P
- Partner activation
- Partner activation is the process of getting a signed partner to its first revenue-producing activity, such as a registered deal, a joint customer meeting or a first sale. It overlaps with onboarding but is measured differently. Onboarding tracks setup tasks like portal access and training, while activation tracks real selling activity.
- Partner business plan (joint business plan)
- A partner business plan is a written plan that a vendor and a partner agree on for a set period, often a year or a quarter. It covers revenue goals, target customers, marketing activity, training needs and who owns each task. It is also called a joint business plan.
- Partner enablement
- Partner enablement is the training, tools and content a vendor gives partners so they can sell, deploy and support its products. It covers sales training, technical certification, pitch materials, demo access and competitive guidance. The goal is partners who can win deals without heavy vendor help.
- Partner gross profit (partner GP)
- Partner gross profit is the money a partner actually keeps from selling a vendor's product and related services after paying its direct costs. It includes product margin, rebates, incentives and service revenue, minus costs like the product price, labor and support. Partners tend to put their effort where profit is highest.
- Partner onboarding
- Partner onboarding is the set of steps that takes a newly signed partner from contract to first sale. It usually includes portal access, basic training, pricing and ordering setup, a first business plan and an early joint deal or campaign. How long it takes varies by program.
- Partner program
- A partner program is the formal set of rules, benefits and requirements a vendor uses to work with outside partners. It defines partner types, tiers, discounts, deal registration, marketing funds, training and support. It gives partners a clear picture of what they get and what they must do.
- Partner scorecard
- A partner scorecard is a simple report that tracks how a partner is performing against agreed goals. It often includes revenue, pipeline, registered deals, certifications and marketing activity. Vendors use scorecards in reviews to spot problems early and decide where to invest.
- Partner specialization
- Partner specialization is when a partner focuses on specific customer segments, solutions or technical skills instead of trying to sell everything to everyone. Examples include a partner focused on healthcare, cloud security or one vendor's platform. Many vendor programs offer formal specializations that partners earn through training and proven customer work.
- Partner tiers
- Partner tiers are levels within a partner program that give more benefits to partners who meet higher requirements. Tiers are often named with metals or words like registered, silver, gold and platinum. Requirements usually include revenue, certifications and customer satisfaction. Benefits can include bigger discounts and more support.
- Partner-influenced revenue
- Partner-influenced revenue is revenue from deals where a partner helped move the sale forward but did not bring in the original opportunity. Help can include technical work, customer introductions, services or a trusted recommendation. Companies define and measure influence very differently.
- Partner-sourced revenue
- Partner-sourced revenue is revenue from deals that a partner found and brought to the vendor. The partner created the opportunity, not the vendor's own sales or marketing teams. It is often tracked through approved deal registrations. Definitions vary, so programs should write down exactly what counts.
- PRM (partner relationship management)
- PRM, or partner relationship management, is software that vendors use to manage their partners in one place. A PRM usually includes a partner portal, deal registration, training, content, MDF requests and reporting. It often connects to the vendor's CRM so partner deals show up in the sales pipeline.
Q
- QBR (quarterly business review)
- A QBR, or quarterly business review, is a meeting held every quarter where a vendor and a partner review results and plan next steps. It usually covers revenue, pipeline, progress on the business plan, marketing activity, training and problems to fix. Both sides leave with agreed actions.
R
- Referral partner
- A referral partner is a company or person that introduces potential customers to a vendor in exchange for a fee or commission. The referral partner does not usually resell the product, handle billing or provide support. The vendor's own team runs the sale after the introduction.
- Revenue operating system
- A revenue operating system is the repeatable set of rhythms, measures and processes a team uses to turn activity into revenue. In partner programs, it covers how often teams meet with partners, what they track and how they act on the results. The term is used in different ways by different people.
- Rules of engagement
- Rules of engagement are the written guidelines that decide how a vendor's direct sales team and its partners work together on accounts and deals. They cover who owns which accounts, how registered deals are protected, how credit is shared and how disputes get settled.
S
- SPIFF (sales performance incentive fund)
- A SPIFF is a short-term cash bonus or reward paid to salespeople for selling a specific product or hitting a specific goal. In channel programs, vendors often pay SPIFFs to individual partner sales reps. SPIFFs are used to push new products, clear promotions or boost a slow quarter.
T
- Technology alliance
- A technology alliance is a partnership between two vendors whose products work together for shared customers. It usually starts with a product integration. It can grow into joint marketing, co-selling and shared go-to-market plans. Alliance managers own these relationships on each side.
- Through-channel marketing
- Through-channel marketing is marketing that a vendor creates and partners run under their own name to reach their own customers. The vendor supplies ready-made campaigns, emails, social posts or landing pages. Partners add their branding and send them out, often through a shared marketing platform.
- Two-tier distribution
- Two-tier distribution is a sales model where a vendor sells to a distributor, the distributor sells to resellers or MSPs, and those partners sell to end customers. The distributor handles ordering, credit and logistics for many partners at once. It helps vendors reach a large number of smaller partners efficiently.
V
- VAR (value-added reseller)
- A VAR, or value-added reseller, is a company that resells a vendor's products and adds its own services on top. Those services can include design, installation, configuration, integration, training and support. VARs usually earn money from product margin plus the services they sell.
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