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.