A managed service provider (MSP) is a strategic partner that delivers services through active administration on-premise for customers, through a data center or through a third-party center. The term originally only applied to device-centric services and infrastructure, but presently also applies to any ongoing management and support.

An MSP can encompass a wide range of services, from network and infrastructure management to cybersecurity, data backup and recovery and help desk support. By outsourcing these critical functions to an MSP, businesses can focus on their core competencies, reduce operational costs and gain access to specialized expertise and technology that might be otherwise unavailable.

An MSP also supports businesses in scaling by enabling them to scale their IT services up or down to meet their changing business needs. One of the biggest challenges to working with an MSP is having limited control and visibility over them as they are outside of the organization. When done correctly, partnering with an MSP can provide a scalable and cost-effective solution that delivers significant value for businesses.

A market penetration strategy is a growth tactic focused on increasing sales of an existing product or service within an existing market. This approach aims to capture a larger market share by attracting new customers, encouraging existing customers to purchase more premium subscriptions, or both.

Key tactics for implementing a market penetration strategy include advertising and promotion, price reductions, product improvements and distribution channel expansion. By employing these tactics, businesses can stimulate demand, build brand awareness and strengthen their market position.

Partnerships can significantly enhance the effectiveness of a market penetration strategy by providing access to new distribution channels, complementary products or services and a broader customer base.

B2B SaaS marketing campaigns are coordinated sets of marketing activities designed to attract, engage and convert leads into paying customers. Unlike B2C campaigns focused on individual consumers, these campaigns target specific industries, company sizes or decision-maker roles with buying authority at their respective businesses.

Marketing campaigns typically involve a mix of digital marketing tactics such as content marketing, email campaigns, social media, SEO and paid advertising. The goal is to generate leads, nurture relationships and drive SaaS product adoption. Key components include defining target audiences, crafting compelling messaging, selecting appropriate channels and measuring campaign performance to optimize results.

Related: What partnerships can learn from marketing leaders.

Marketing development funds (MDFs) are resources (most often monetary, sometimes knowledge-based) that a business grants to its channel partners to boost their partners' ability to promote and sell their products or services.

Marketing development funds are usually quite flexible and can be used by marketers to fund a variety of initiatives like brand awareness campaigns, covering the cost of sales lead list rentals or producing webinars.

Some companies distribute these funds to top-performing partners, while others use a proposal system where any partner can apply for funding. However, regardless of the distribution method, MDFs typically come with an agreement partners must sign before accessing the funds to maintain accountability.

Partners are usually required to report on how they use the funds and demonstrate a return on investment to make sure that the money is spent responsibility and contributes to the overall success of the partnership.

Marketing partners, often referred to as affiliate partners, are individuals or businesses who leverage their own audience and platforms to drive traffic to a company’s products or services.

They earn a percentage commission for every successful referral or conversion through a customized link or referral code. Essentially, a marketing partner offers outsourced sales services for companies.

Companies working with marketing partners track the links through internal analytics or a PRM tool (partner relationship management) to see how many convert to sales.

For businesses, marketing partners are a valuable asset. They offer a cost-effective way to reach new audiences, increase brand awareness and drive sales. By tapping into the partner's established credibility and trust, they can reach potential customers who might be otherwise difficult to access.

For marketing partners, it's a chance to monetize their audience and expertise. By promoting products or services they believe in or are experts in, they can earn a passive income while providing value to their followers. It's a mutually beneficial relationship that can drive brand awareness and revenue for both sides.

A marketing qualified lead (MQL) is a potential customer that marketing efforts have qualified as having shown intent or interest in the solution and is ready to be passed on to the sales team. Criteria for showing interest can vary depending on the marketing channels, but often includes engaging with content, requesting demos or participating in webinars.

Identifying clear criteria for MQL qualification is important as it ensures that sales teams receive leads that are actually ready to move through the funnel. This ensures that the sales team is not wasting their resources or time on a lead that has a low chance of converting to a paying customer.

Typically, companies try to align their marketing efforts and criteria for MQLs to align with their ideal customer profile (ICP) to streamline the validation process. In B2B, MQLs are vital key performance indicators (KPI) for evaluating different marketing campaigns and channels for their effectiveness as revenue drivers (compared to driving brand awareness for example).

A marketplace partner is a business partnership formed through an online platform that connects companies with potential partners and customers. These online platforms, also known as marketplaces like PartnerStack, act as hubs where companies can get increased visibility in showcasing their partner programs and reach a wide variety of potential partners, including affiliates, resellers and agencies.

Marketplace partners are key for businesses looking to expand their reach quickly and accelerate growth because of their ability to streamline partner recruitment. By collaborating with a vast network and resources, companies can find high-impact partners who align with their target audience and business objectives.

These partnerships can unlock new revenue streams, increase brand visibility and drive customer acquisition through co-marketing efforts, referral programs and joint sales initiatives.

PartnerStack's Marketplace is the world’s largest B2B SaaS network of partners with more than 300 partner programs, making it a great resource for partners who are looking for new opportunities that align with their goals.

A master agent serves as an intermediary between companies and partners, operating within a distribution model akin to a distributor partnership. They facilitate the relationship between the two parties and streamlining the partner program's operations. By assuming the responsibility of managing partner relationships, the master agent allows companies to focus on their core objectives while still expanding the program and driving revenue growth through indirect sales channels.

Master agents serve many roles in the partnership ecosystem. They act as matchmakers, identifying and recruiting suitable partners for the company's program, ensuring a good fit in terms of expertise, target market and business goals. They also handle the onboarding and enablement process for new partners, providing training, resources and ongoing support to ensure their success.

Master agents also serve as a communication bridge between vendors and partners, collecting feedback, addressing concerns, and facilitating a continuous improvement cycle for the program. In addition to these core functions, master agents may also offer additional services such as marketing support, lead generation and even billing and invoicing, depending on the specific agreement with the company. Working with master agents can accelerate time to market, reduce operational costs and help access a wider network of partners and customers.

Monthly new partnerships is a metric that is used to track how many new partners join a partner program on a monthly basis. It’s a key metric that provides a pulse check on the growth of a partner program.

A steady stream of monthly new partnerships signals that a program is resonating with potential partners, and offers a compelling commission structure. It's also a testament to the effectiveness of recruitment efforts and the appeal of the brand or product.

Tracking monthly new partnerships helps gauge the scalability of a partner program and identify areas for improvement. A consistent influx of new partners validates a healthy pipeline, while a decline might flag the need to adjust recruitment strategies or refine the program benefits.

This metric also serves as a benchmark for measuring the success of partner acquisition campaigns, such as marketing efforts, events or referral programs.

Monthly sales volume in the context of B2B SaaS is a sales metric that measures partner-sourced revenue on a monthly basis. It’s a monthly snapshot of total sales driven by partners, and is a real-time pulse on the health of a company’s partner program. Monthly sales volume is simply calculated by adding up the total sales in a month. When looked at monthly, this metric can give insights about the sales cycle, seasonal sales trends, market fluctuations and the impact of specific partner activities.

By tracking and understanding monthly sales volume, companies can make better informed decisions and investments. This metric can determine future resource allocation, marketing strategies and partner enablement initiatives. Average monthly sales volume is calculated by dividing the total sales per year by twelve to reflect the averaged amount.

When looked at more broadly, companies can find a more stable bassline to assess long-term growth health. Tracking monthly sales volume can help companies to identify high-performing partners, pinpoint areas for improvementand fine-tune their approach to partner collaboration.

Multi-Touch Attribution (MTA) is a marketing analytics model that measures the contribution of multiple channels and touchpoints to a conversion or sale.

Unlike single-touch attribution, which assigns credit to only the final interaction, MTA recognizes the value of the entire customer journey. It allows marketers to understand the impact of different marketing channels, such as email, social media, partnerships and paid advertising on the decision-making process.

By analyzing the sequence of interactions that lead to a conversion, MTA helps businesses optimize their marketing strategies (and co-marketing strategies) and allocate budget more effectively. It provides insights into which channels and touchpoints are most influential, enabling marketers to make data-driven decisions to improve campaign performance and drive revenue growth.