Partnerships Glossary

Certification programs in partnerships are structured learning experiences designed to validate and enhance the skills and knowledge of partners within the ecosystem.
These programs typically cover various aspects of the partner program. By completing a certification program, partners demonstrate their expertise, increase their credibility and gain a competitive edge. Certifications often involve training within a LMS. They may be part of the partner onboarding experience for certain partner programs or optional training to level up a partner's skills.

Fractional hire is the act of engaging of a skilled professional on a part-time or project-based basis. Rather than hiring a full-time employee, companies opt for fractional hires to access specialized expertise without the long-term commitment.

This model is particularly common in roles like marketing, sales and finance, where specific skills or experience are needed for a defined period. Fractional hires offer flexibility, cost-efficiency and access to a wider talent pool, enabling B2B companies to scale their operations effectively and efficiently.

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A channel partner is an independent partner that collaborates with another company to market and sell their products or services through indirect channels. These partnerships leverage the partner's expertise, network and resources to create a mutually beneficial scenario where both parties benefit.

Channel partners come in various forms, including affiliates, resellers, value-added resellers (VARs), managed service providers (MSPs), and systems integrators. Each type of partner brings unique strengths and capabilities to the table, allowing companies to tailor their channel strategy to their specific needs and target markets.

Channel partners often engage in co-marketing activities, such as joint campaigns, webinars and content creation, to promote the company's products and generate leads. Channel partner programs provide a structured framework for managing these relationships, outlining expectations, incentives and support. By creating a well-developed channel partner program, companies can streamline their sales and marketing efforts, reduce customer acquisition costs, and tap into new markets, driving sustainable growth and profitability.