Who they are
- Digital and marketing agencies running programmes for their clients.
- Implementation and consulting shops that configure, migrate and train.
- Fractional operators embedded in a client's team.
How they earn
A referral or reseller commission on the software, on top of their own services revenue — which is usually the larger number.
What they need from you
Certainty the product will not embarrass them
Their reputation is on the line before yours is. Stability and support response times matter more than features.
Fast onboarding
They evaluate you between client projects. If it takes a quarter to learn, it will not happen.
Clean handoff
They want to hand the customer over without losing the relationship, or keep it without being chased by your sales team.
When to build this channel
Build agency partnerships when your product requires meaningful setup, when the buyer already trusts an outside expert, or when adoption depends on someone doing the work rather than just buying the licence.
When to be this kind of partner
Become an agency partner when the software is already part of how you deliver. You are recommending it anyway — this is being paid for it.
The thing that kills it
Paying only on the first invoice
An agency's client often expands for years. A one-time commission tells them the relationship ends at signature, and they will act accordingly.