Partner Role

What is a partner role?

Partner role refers to the specific function or responsibility that a channel partner plays in your indirect sales or customer support strategy. It’s about what they do to help your business grow, and how their specific strengths can contribute to your overall sales and customer experience efforts.

For instance, if you’re a cybersecurity firm, a value-added reseller partner might be responsible for selling and providing first-level support for your software solutions in a particular geographical area. Another type of partner role may encompass independent software vendors who develop and sell extended capabilities for your solutions.

The most common types of partner roles include:

• Resellers
• Technology partners
• Independent software vendors (ISVs)
• Referral, influencer, and affiliate partners
• Distributors
• Wholesalers
• Implementation specialists
• Value-added resellers (VARs)
• Value-added distributors (VADs)
• System integrators
• Managed service providers (MSPs)
• Consultants and advisors
• Original equipment manufacturers (OEMs) and original design manufacturers (ODMs)
• Other strategic alliances

Remember, defining your partners’ roles clearly can lead to a stronger, more productive relationship. It sets expectations, eliminates confusion, and allows you to measure and reward performance more accurately.

Related content:

Common Types of Channel Partners (and How to Find Them) | Partners | Partner Ecosystem Mapping | Partner Persona | Partner Segmentation