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.
In B2B SaaS, a channel partnership is a joint venture between a software vendor and a partner to resell, manage and deliver the product to end customers. Channel partnerships are a mutually beneficial relationship as they act as an extension of the vendor's marketing department, allowing the vendor to sell more with lowered customer acquisition fees. The partner benefits by making a cut of the revenue for customer referrals or sales.
Example: Channel partnerships are a way to grow revenue by capturing additional customers and allowing SaaS companies to focus on their core business.
A customer advocate is a devoted customer who believes in the value of your business and trusts your product(s) to be worthy of recommendation. They are willing to share their experiences with your product with others, which can greatly benefit your sales process. Customer advocates often collaborate with businesses on case studies, article posts, backlinks, and webinars.
Positive endorsement from existing customers is one of the most compelling tools a potential customer can use in a purchase decision. This makes customer advocates extremely valuable to your organization.
You may have customer advocates approach you, but more often you will have to identify them. Look for repeat customers, glowing reviews, and long-term relationships.
Example: You notice a longtime customer referring a lot of leads your way. You reach out to them and find they're super happy with your services. You ask them if they'd be interested in being a customer advocate, and you plan a webinar with them that brings in even more business. Yay!
Go all in with partnerships. Demo our platform to see how you can diversify your channel and scale revenue.