The Language of Partnerships

Partnerships Glossary

Decode the buzzwords of the partnerships space.

Find partnership terms by letter

Recent Terms


[maar·kuht·plays pahrt·ner]

A marketplace partner is a partnership founded through a digital hub of premium partners. Online marketplaces are platforms that connect vendors to partners and customers, facilitating transactions and partnerships between them. PartnerStack's Marketplace has more than 300 partner programs to browse and discover, making it a useful tool for partners seeking new partnership opportunities.

Example: To attract more marketplace partners, it's important to optimize your company's marketplace listing so that the program is easy to understand and the reward structure is attractive to potential partners.


[pahrt·ner an·l·it·iks]

Partner analytics is the collection and interpretation of sets of business data specific to partnerships. Through an understanding partnerships analytics, partnership professionals can analyze the performance of a B2B SaaS company's partnership programs by breaking down the performance — and therefore, value —of partners in the ecosystem.

Some key metrics in partner analytics are:

  • Partner activation rate
  • Time to first (or second) sale
  • Partner engagement
  • Monthly new partners
  • Partner-sourced revenue

Through detailed tracking, synthesis and communication of partner program data and analytics, parternship managers can better analyze and boost performance of their programs.

Example: Businesses leverage partner analytics to gain actionable insights into the performance of their collaborative ventures, enabling data-driven decisions and fostering stronger, more strategic partnerships.



In a partner ecosystem, a distributor or (distributor partner) is a business that serves as an intermediary between vendors and resellers in a channel partnership. These sellers can include value-added resellers and system integrators. Distributors are in charge of procurement and payment between vendors and resellers.

Distributor partners are especially important for vendors who need support running their channel program, whether because they're new to the industry or because they have a very high volume of sales to manage. Aside from payment and procurement, distributors can also take on further roles in educating resellers on products, providing presale training or demos, or assisting with contract negotiations and marketing.

Example: Fireforce had a distributor to bring their software to resellers, educate them on its use, and accept payment on behalf of them. This helped Fireforce get their product to more resellers since the distributor could handle the direct management of the reselling process.

Browse Partnership Terms