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Indirect sales

Indirect sales

Noun

[in-de-rekt sayls]

A marketing method products and services  are not directly sold to customers, but rather through partnered organizations, like a reseller, agency, or affiliate marketing partner.

Indirect sales are often used in conjunction with direct sales channels. Utilizing indirect sales can increase scale rapidly for B2B SaaS companies since they tap into the reseller or partner's existing network while also decreasing overhead costs.

Example: Indirect sales mean that there is no direct contact between the software company and the buyer.

More Partnership terms beginning with
I
Incrementality

Noun

[in-kruh-men-talitee]

In marketing, incrementality is a metric of how marketing and advertising increase desired conversion rates, such as revenue, website traffic, and profitability. It refers to growth, traffic, and revenue that can be attributed to marketing efforts.

Incrementality can point to how much a certain campaign, channel, or project affected metrics like revenue and traffic. The point of incrementality is to prove the impact of a marketing variable by isolating it. Incrementality can be measured in a few ways, including holdout tests and multivariate tests.

Example: To test the incrementality of a new newsletter design, Cole ran a holdout test with two subject groups. He found the new design increased click through rates by 6%.

Full definition ->
Ideal Partner Profile (IPP)

Noun

[eye-deel part-nur pro-fyl]

An ideal partner profile (sometimes called an ideal partner persona) is a research-based profile that describes the traits and characteristics of your best-fit partners. It can be a valuable tool for recruiting more high-value partners and catering to their needs to enable them to succeed.

An ideal partner profile is similar to an ideal customer profile. It involves a detailed description of a partner that would benefit most from your program and who would be the most engaged and successful. Attributes to consider include company size, industry, their customers, their culture and values, and their product. Once you have a sense of who your ideal partner is, you can tailor your program and its marketing to this kind of partner.

Example: Lulu created an ideal partner program for her channel partner program. She determined the ideal partner was a midmarket software company with a similar customer base and a siimlar work culture and value set.

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