Partnership types
Every way a partner brings you business
Six kinds of partnership, and they are not interchangeable. Each earns differently, needs different things from a company, and fails for a different reason.
Resellers
They sell your product as part of their own offer, and own the customer relationship.
- Commission model
- Recurring margin
- Typical rate
- 20–40%
Agencies & implementation partners
They deliver the outcome your product enables, and bring you in to make it possible.
- Commission model
- Recurring or one-time
- Typical rate
- 10–25%
Referral partners
They make the introduction. You do the rest.
- Commission model
- One-time or 12-month
- Typical rate
- 10–20%
Affiliates
They send traffic and volume, and are paid on what converts.
- Commission model
- Per conversion
- Typical rate
- 15–30% first year
B2B creators & influencers
They have credibility with the people you are trying to reach.
- Commission model
- Fee plus commission
- Typical rate
- 10–25% on conversions
Tech & co-sell partners
Complementary vendors working the same accounts as you.
- Commission model
- Reciprocal, often uncommissioned
- Typical rate
- 0–10%