HOME > GLOSSARY >
C
>
Certification

Certification

Noun

[cir-ti-fi-kay-shun]

Certifications are acknowledgements granted to partners for achieving certain milestones. Usually, they acknowledge that a partner has completed product training and is now qualified to represent the company as a partner. They are most often earned as a part of the onboarding process, wherein the partner must learn about the vendor's product to a degree that allows them to comfortably sell/market/share it. Certifications are usually earned early on in the partner journey, but they can also be earned again after product updates or new releases that require subsequent training.

Example: Luke had received his initial product certification on behalf of his partner program shortly after joining Vento's referral program, but a significant update to the main product offering meant he'd be earning an updated certification to make sure he still knew his stuff.

More Partnership terms beginning with
C
Churn

Noun

[churn]

Churn, specifically in B2B SaaS, is the rate at which customers cancel or discontinue their use of a software service. Churn is an important metric to measure because it is more cost-effective to retain current customers than acquire new ones.

Reducing churn and increasing retention is often an important goal for SaaS organizations, as they increase the customer lifetime revenue and overall company revenue.

Example: By pursuing high-quality leads from partners, Shari was able to build trust, increase customer satisfaction and reduce churn at her organization.

Full definition ->
Content marketing partnership

Noun

[con-tent mar-kit-ing part-nur-ship]

Content marketing partnerships are facets of strategic partnerships wherein a company works with a partner to promote through content marketing. Content marketing partnerships work to expand your reach (by exposing your brand to your partner's audience) and boost your SEO performance, both of which can positively affect brand recognition and sales. Content marketing partnerships require alignment on content strategy and should incorporate the best of each company's brand to create compelling content.

Content marketing partnerships can include sponsored content and posts or co-created content. Whether or not the content is sponsored or co-created, it should fit into the wider editorial look and feel of the company posting it.

Example: To see a real-world example of content marketing partnership, check out the collaboration between Intel and Uproxx. Intel wanted to position itself as a top choice for creatives, so they created a co-branded event with Uproxx (a culture and lifestyle magazine) wherein creators presented work they made through Intel. Both brands got to benefit from exposure to each other's audiences.

Full definition ->