Partnerships Glossary

In B2B SaaS, a channel partnership is a joint venture between a software vendor and a partner to resell, manage and deliver the product to end customers. Channel partnerships are a mutually beneficial relationship as they act as an extension of the vendor's marketing department, allowing the vendor to sell more with lowered customer acquisition fees. The partner benefits by making a cut of the revenue for customer referrals or sales.

A B2B collaboration is a strategic partnership between two or more businesses that work in the B2B (business-to-business) industry to achieve shared goals. Often, these companies have complementary offerings, where one fills a gap in the other's product or service. By working together, they can expand their reach, access new markets and develop innovative technology solutions. B2B collaboration can take many forms, from co-marketing campaigns to joint product development. Effective B2B collaboration hinges on clear communication, defined roles and a commitment to mutual benefit.

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A partner manager, also sometimes called a partnerships manager or partner account manager, acts as the bridge between a company and channel partners. A partner manager is responsible for managing partner-led GTM motions at their company by building mutually beneficial relationships with ecosystem partners.

In addition to managing the existing relationships, the day-to-day of a partner manager also involves recruiting new partners, onboarding them effectively and nurturing the relationships over time. Partner managers drive revenue growth through partner channels, while also ensuring partners find value in the collaboration. They excel at communication, negotiation, and possess a strategic mindset to identify and develop successful partnerships.

See more: Skills every partner manager should have to succeed.