Partnerships Glossary

Deal registration is a formal process common in reseller programs that ensures when a partner brings forward a new potential customer to a vendor they have the exclusive rights to pursue the sale, close the deal and earn additional partner commissions. It is a way to ensure other partners (or even the vendor themselves) do not compete with other partners by pursing already active leads.

Deal registration is a benefit to both the vendor and partner. For the vendor, it serves to incentivize their program partners to bring in new business leads and avoid conflict between channel partners and internal sales teams. For the partner, it protects their time investment as they pursue a potential customer.

Deal registration programs vary from vendor to vendor. Some deal registration programs may require that the partner has already met with a potential client or set up a meeting between the client and vendor.

A marketplace partnership is a strategic collaboration to expand product or service distribution, increase visibility and drive revenue growth. In this model, the business lists its offerings on the marketplace, such as the PartnerStack Marketplace, leveraging the platform’s established customer base, infrastructure and marketing reach to access new audiences.

Marketplace partnerships often involve revenue-sharing agreements, where the marketplace takes a percentage of sales in exchange for providing access to its ecosystem.This type of partnership offers a low-barrier entry into new markets, reduces the need for extensive marketing investments and accelerates customer acquisition.

Related: Here's how to ace your PartnerStack Marketplace listing.

A cross-promotion partnership is a  marketing strategy where businesses promote each other’s products or services to their respective audiences. This type of partnership leverages the existing customer bases, marketing channels and trust of each partner to expand reach and generate new leads or sales opportunities.

Cross-promotion partnerships often involve co-branded campaigns, shared content, email marketing, social media promotions or bundled offers that highlight the value of both offerings. This approach is a cost-effective way to tap into new markets, enhance customer engagement and increase revenue without significant upfront investment. When executed well, these partnerships can strengthen brand credibility, foster customer loyalty and create a win-win scenario for all involved.