Case studies

This milestone reinforces our mission: leveraging CRM-data as the single source of truth for partner collaboration.

Introw is helping over 1000 HubSpot users to launch a partner portal in minutes, all integrated with their CRM. This has resulted in an increased partner revenue & engagement for HubSpot customers (see Sandsiv case study).

Benefits of the HubSpot Integration

Certified integrations reflect a strong investment in product quality and customer experience, ensuring users can unlock greater value from their HubSpot workflows. Partners can collaborate in real-time on deals and get real-time updates, while resellers can even manage their own deals without needing a HubSpot account.

🪄By connecting HubSpot to Introw, all partner data sitting in HubSpot will come to life in no-time:

• You'll be aligned with your partners by collaborating on deals in your partner portal. Comments are being pushed as notes in your HubSpot.
• You'l be able to sync partners from HubSpot directly to Introw
• You'll be able to push form submissions (become a partner, support request, lead form & deal form) directly to HubSpot.
• Add other dynamic CRM-views based on HubSpot objects to your shared space (contacts, companies, leads or tickets)

Next to this, Introw integrates with contacts, product, quotes and more in order to keep HubSpot as the single source of truth for data management.

Introw Copilot in HubSpot

The HubSpot Copilot enables the partnership, sales, and marketing teams to seamlessly collaborate with their B2B partners directly within their CRM. Watch this short video to see how the Copilot workflow operates.

Laurens Lavaert, CTO at Introw, adds, “HubSpot has been an exceptional partner. Achieving certification on their marketplace reinforces our dedication to helping businesses streamline partner collaboration. With Introw, nearly 1000 HubSpot users are already simplifying their partner collaboration, and we’re excited to help thousands more maximize their success.”

HubSpot’s App Partner Program continues to grow its ecosystem of top-tier integrations, offering users powerful tools to expand their reach and streamline their operations.

Connect HubSpot to Introw now

1. Create an account via: https://rooms.introw.io/signup
2. Connect your CRM
3. See the magic in action 🪄

About Introw

Introw is a partner relationship platform (PRM) that lets you launch a personalized partner portal in minutes—fully integrated with HubSpot (& Salesforce). Whether you work with resellers, referral partners, distributors, or implementation partners, Introw streamlines collaboration and boosts engagement without the hassle of traditional portals.

The world of partnerships is evolving—and for the better! Data has become the cornerstone of modern partnership management, transforming how partner managers make decisions, build relationships, and drive growth. Today’s partner managers don’t just maintain connections—they leverage data to uncover insights, optimise processes, and unlock new opportunities. When I started, I was navigating spreadsheets and tracking relationships through CRMs like Pipedrive and HubSpot. Today, the focus is on integrating those systems into a single source of truth, creating transparent, frictionless experiences for partners that foster long-term success.

This shift is a game-changer for managing and scaling partnerships. I’m Eva Fayemi, Co-Founder & CEO of Bond Agency, and I’m excited to share how data is reshaping partnership management.

1. Companies start with CRM Data

For most companies, CRM systems are the starting point for managing partnerships. These systems provide key data on sales interactions and performance, but integrating partner-sourced data can be a challenge. While it's better than nothing, simply tracking data isn't enough—it's crucial to define a partnership strategy first.

At Bond Agency, we help clients identify their partnership goals and align them with broader business objectives before optimising their CRM or introducing tools like Introw. A common challenge we see is companies not tracking which partnerships contribute most to the bottom line. We guide them in mapping partner journeys, attributing engagement, and tracking conversions in the CRM. This clarity leads to improved decision-making, better tracking, and growth.

Protip: Ensure your sales team is aligned on reporting partner-sourced leads. Create internal documentation and calls to keep everyone on the same page for seamless reporting across teams.

2. Increasing Revenue and Engagement

Growing revenue and boosting partner engagement are top priorities, but these goals can be time-consuming and difficult to track. Modern partner managers balance engagement and tracking more efficiently through technology, automating key processes and logging communication touchpoints with partners.

For example, one of our clients used to spend hours tracking partner engagement manually. After integrating their CRM with automation tools, they gained a dynamic, real-time view of partner contributions. Automated alerts and insights allowed their team to respond quickly, increasing partner engagement and revenue from key accounts.

Protip: Track whether partners open onboarding materials like sales brochures or marketing resources. This helps identify where additional support is needed for smoother, more effective onboarding.

3. More Transparency Through Data Means Better Collaboration

A common issue partners face is a lack of transparency. Without it, trust erodes, and partnerships can’t thrive. Tools like Introw are changing this dynamic by providing greater transparency. It connects CRM data with partnership management, offering a platform that tracks key metrics, aligns partners on pipeline progress, provides content, and monitors engagement.

This transparency empowers partner managers to track the entire partnership ecosystem while giving partners visibility into their performance. When everyone is aligned with clear data, collaboration becomes more efficient and impactful.

The future of partnership management is data-driven. With tools like Introw, partner managers can unlock new insights, improve collaboration, and drive faster, more efficient growth. Companies that embrace this will lead the next era of partnership management.

About Bond Agency: Since 2020, Bond Agency has been helping B2B tech and SaaS startups accelerate growth through strategic partnerships. We specialise in strategy development, execution, and providing fractional partner teams, focusing on scaling businesses in the EMEA and USA. With a diverse network of affiliates, tech integrations, and B2B influencers, we’ve delivered impactful results across industries including hospitality tech (e.g., Unicorn Mews), MarTech (e.g., Hotjar), and SaaS (e.g., Revenue Hero).

Join the conversation in our Slack community, The Nearbound Club, where tech founders and partnership leaders drive innovation in the partnerships space.

Visit: www.bond-agency.io

SANDSIV, an AI-driven leader in Customer Experience Management (CXM), faced challenges with partner communication and collaboration. Referral partners were frustrated by the lack of updates on their leads, while reselling partners struggled with pipeline alignment and deal collaboration. By implementing Introw’s personalized partner portal integrated with their CRM (HubSpot), SANDSIV achieved a 30% increase in partner adoption and improved collaboration within weeks.

What were their challenges?

To keep referral partners informed about the status of leads, SANDSIV relied on manual updates & outdated spreadsheets, causing significant time loss. For solution partners and resellers, there was a lack of alignment on the sales pipeline and no opportunities for collaboration on deals.

In general, partners did not have a central place to collaborate on deals, pipeline & strategy.

How did Introw help overcome these challenges?

SANDSIV evaluated numerous PRM solutions and chose Introw for its emphasis on partner experience. Within a single day, SANDSIV set up a personalized partner portal. This provided their partners with instant access to the deals they had influenced or sourced.

Introw's partner portal transformed the experience for referral partners, providing real-time updates on deal statuses. This inspired partners to send more leads, knowing they were always in the loop. For solution partners, Introw brought pipeline alignment and the ability to collaborate on deals. With Introw’s 1-click HubSpot integration, Sandsiv is able to keep HubSpot as their single source of truth, while improving the partner collaboration.

How to become a SANDSIV partner?

SANDSIV is an innovation leader in Customer Experience Management (CXM) enterprise solutions. With its cutting-edge end-to-end CXM software solution, SANDSIV empowers businesses worldwide to deliver differentiated customer experiences and foster long-lasting customer loyalty. The company’s commitment to excellence and innovation has enabled it to expand its partner program and establish a world presence that is constantly growing.

Go to https://sandsiv.com/partner-program/flex-partnership/ or send an e-mail to partner@sandsiv.com to join their partner program.

About Introw

Introw enables companies to launch a personalized partner portal in minutes, fully integrated with your CRM. This ensures alignment on pipeline, content, and strategy. Key features include deal collaboration, deal and lead registration workflows, asset sharing, mutual action plan creation, automatic deal updates, and more.

We’ve seen that there are 3 potential ways to manage your partners within HubSpot: custom properties, company association & custom object association. Before implementing a partner portal like Introw we advise to map your partners in your HubSpot. 

In this blogpost we’re going to focus on revenue attribution so we’re looking at the object “Deal” in HubSpot. If you also want to attribute contacts, leads, companies,… to partners, you can use the same approach.

Custom properties

How does it work?

1. Create a custom deal property
   • Step 1: Go to settings —> data management —> properties
   • Step 2: Create property:
     • Object type: Deal
     • Group: Deal information
     • Label: This is up to you to decide, we've gone for "Partner". Click "Next"
     • Field type: If you’re sometimes working with multiple partners on a deal, we advise going for “Multiple checkboxes.” If there is always a maximum of one partner per deal, go for “Dropdown select.”
2. Add your custom property to your view or your teams view (this will allow you to easily select the right partners from the left side panel)
3. Attribute the right partner(s) to the right deals

‍What are the pros?

✅ Easy and fast set-up

✅ Possible with all HubSpot plans

✅ Easy to create revenue reports

What are the cons?

❌ Every sales person should have this custom property in their view

❌ Not possible to navigate directly to the partner company

Company association (with association label)

How does it work?

1. Create a custom association label between deal and company
   • Step 1: Go to settings —> data management —> objects —> deals —> associations
   • Step 2: Create association label:
     • Objects you’re associating: Deals-to-companies
     • How many labels do you need? A single label
     • Create one called: partner sourced (for deals that partners have sourced)
     • 💡 Optional: You can create another label called: partner influenced (for deals that partners have influenced)
2. Associate the partner company to a deal and select the label “partner sourced” (or partner influenced)
3. You can do this by associating an (additional) company to the deal; add company

What are the pros?

✅ Easy and fast set-up

✅ Scalable

What are the cons?

❌ Not possible with all HubSpot plans

❌ Not easy to report on in HubSpot

Custom object association

How does it work?

1. Create a custom object
   • Step 1: Go to settings —> data management —> objects —> custom objects
   • Step 2: Create custom object:
     • Object name - singular: “Partner”
     • Object name - plural: “Partner”
     • Primary display property: “Partner Name”
     • Property type: Single-line text
2. Associate the right company object to the partner object in order to have all the right data connected
3. Associate the partner object to a deal

💡 Optional: Create association labels on this custom object to differentiate between for example partner influenced and partner sourced

What are the pros?

✅ Good for organisations with larger amounts of partners

✅ Scalable

What are the cons?

❌ Not possible with all HubSpot plans

❌ Not so easy

‍‍

Conclusion

To wrap up, there are 3 ways to manage your partners in HubSpot: via custom properties, via company association and via a custom object. 

Introw supports all methods :).

‍

What is Introw?

Working with resellers, referral partners, distributors,...? Keep on reading! Introw is a partner relationship management (PRM) platform allowing you to collaborate with your B2B partners in shared spaces integrated with HubSpot. 

One space to be aligned on pipeline, enable partners with content and track engagement.

✅ Partners don't need to login to a portal

✅ Simplifying B2B partnership collaborations

Partnership data lives in the CRM, so we’re leveraging that to the fullest with our native and 1-click HubSpot and Salesforce integration.

With that, we’re not only elevating your B2B partnership experience, we’re elevating the experience of your entire partnership team.

Request a demo now.

‍
Install the HubSpot connection here.

The Ghent-based tech start-up Introw, already helping dozens of companies to unlock partnership sales, raises €1M to create "Digital Partnership Rooms"

Early-stage fund Pitchdrive leads the €1 million round in Introw, joined by vetted angels such as Pieterjan Bouten (Showpad), Ewout Meyns (Hubspot) & Dieter De Mesmaeker (DataCamp).

Young entrepreneurs Andreas Geamanu (CEO), Laurens Lavaert (CTO) and Simon Van Den Hende (AI Engineer) founded the company in early 2023 together with “Netlog-maffia” serial entrepreneurs Lorenz Bogaert, Toon Coppens, Nicolas Van Eenaeme and Vincent Verlee.

They are on a mission to make partnership collaboration easy by allowing partners to collaborate in shared spaces. 

"There is only 25% adoption on current partner relationship management (PRM) solutions. With Introw partners don't need an account which results in up to 80% partner adoption," says co-founder Andreas Geamanu.

The founders saw the challenges sales teams faced when trying to collaborate with B2B partners.  Driven by these challenges, the founders set out to bridge the gap and forge a new path for B2B ecosystem sales.

”We saw a huge drive in the founders to solve a pain they had experienced personally. Combining the technical (AI) expertise with B2B sales expertise will be a magical potion that can lead to a huge shift in the way companies work with partners today” Wim Derkinderen at Pitchdrive.

With the help and expertise of these experienced angel investors and Pitchdrive, Introw will use this funding to convert warm leads into deals worldwide. Introw is onboarding new users every day.

Sign ups are open at introw.io