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What Is Co-Selling? A Guide to Scaling Faster with the Right Partners
Most B2B companies hit a ceiling because they rely solely on direct sales. But growth doesn’t have to be a solo mission. The fastest path to revenue? Co-selling.
A co-selling strategy brings together two or more companies to reach new markets, shorten the sales cycle, and close more deals — faster. It’s not just about splitting commissions; it’s about aligning with the right co-selling partners to deliver more comprehensive solutions to potential customers.
This guide breaks down what co-selling is, how to build a successful co-selling partnership, and why aligning your sales team with a partner team unlocks game-changing co-sell opportunities.
If your sales reps are tired of chasing cold leads alone, it’s time to think bigger. Build a co-selling program, empower your sales process with partner intelligence, and see what happens when your co-selling efforts are structured for scale — not luck.
What Is Co-Selling and Why It Works
Co-selling is a B2B sales approach where two or more companies work together to jointly position, promote, and sell complementary solutions to a shared target market.
Unlike traditional reseller models or B2B SaaS partnerships, co-selling partners collaborate actively throughout the entire sales process — from account mapping to opportunity engagement, to closing.
The goal? Shorten the sales cycle, expand reach, and deliver a joint solution that creates more value than either company could on its own.
A well-structured co-selling program isn't just about generating leads. It's about aligning sales teams, sharing deal intelligence, and creating a seamless experience for potential customers. When executed correctly, a co-selling partnership can unlock deeper customer relationships, improved win rates, and long-term revenue growth.
So how does it actually work in practice?
Inside the Co-Selling Process: How It Works
At its core, co-selling is all about alignment — across systems, teams, and incentives. Whether you’re running a formal co-selling program or experimenting with an ad hoc co-selling motion, success comes down to shared intent and execution.
Here’s what a typical co-selling process looks like:
- Identifying complementary solutions that solve adjacent pain points
- Mapping accounts to uncover overlap and co-sell opportunities
- Activating sales teams on both sides to co-engage prospects
- Tracking co-selling activities across CRM and partner tools
- Maintaining consistent communication to keep both teams aligned
This level of collaboration between two sales teams requires coordination, visibility, and trust. That’s why the most effective co-selling partnerships are built on clear agreements and repeatable workflows.
Co-Selling Agreements: Setting the Rules for Collaboration
To avoid confusion and misalignment, leading companies establish a co-selling agreement — a formal, legally binding contract that defines how the co-selling partnership will operate.
A co-selling agreement outlines critical components of your co-selling process, including:
- Roles and responsibilities across both sales teams
- Lead sharing and deal registration procedures
- Incentive structures and commission splits
- Rules for customer ownership and contract management
- Guidelines for co-marketing plans, communication, and escalation paths
In short, it clarifies who owns what, who does what, and how both parties benefit — paving the way for a successful co-selling relationship.
Now let’s take a look at real-world examples that show how co-selling partners put this into action.
Real-World Co-Selling Examples and Strategies
Now that we’ve covered what co-selling is and how it works, let’s look at real-world examples that show how co-selling partners create value through collaboration.
Each example highlights a key type of co-selling activity that helps expand reach, improve the sales process, and increase adoption through joint effort.
1. Identifying Complementary Co-Selling Solutions
Co-selling works best when the products or services naturally complement each other—creating a more compelling value proposition for sales teams and potential customers.
Take HubSpot and Introw, for example:
- HubSpot equips sales teams with robust tools for lead management, helping them track, organize, and nurture pipeline more effectively.
- Introw focuses on automated outreach, enabling reps to reach out to shared accounts via personalized emails, timely follow-ups, and Slack nudges — all synced with the CRM.
Since sales reps need both efficient lead tracking and high-volume outreach, these two companies form a strong co-selling partnership to jointly offer a more complete solution. It’s a classic example of combining capabilities to strengthen the entire sales process.
Another example? Dropbox and HelloSign:
These tools are bundled into a single workflow where users can store, access, and sign documents in one place. By solving multiple pain points in a single motion, co-selling partners reduce complexity, drive adoption, and improve retention.
2. Integrating the Products (Optional, But Powerful)
When co-selling partners go a step further and integrate their products, the value of the joint solution multiplies.
Consider Slack and Zoom. Their integration allows users to start video calls directly from Slack — removing friction and improving daily workflow for marketing teams, customer success, and sales teams alike.
This kind of product alignment boosts stickiness, enhances user engagement, and makes the co-selling relationship feel like a natural fit — not a bolt-on. Integrated experiences are key to delivering more comprehensive solutions and building deeper customer relationships.
3. Aligning Sales and Marketing Teams for Co-Marketing Success
A successful co-selling strategy depends not just on product synergy, but on team alignment.
For example, in the Slack + Zoom model, both companies' sales teams and marketing teams co-develop messaging, plan co-marketing campaigns, and execute coordinated outreach to potential customers. The result? Clearer communication, faster execution, and a stronger pipeline.
When both sales teams are on the same page, co-engagement feels seamless — and prospects experience a unified, high-value solution.
4. Leveraging Partner Ecosystems for Co-Sell Opportunities
Cloud marketplaces like AWS, Microsoft Azure, and Google Cloud offer built-in trust and exposure—making them perfect launchpads for co-selling programs.
For example, a security SaaS vendor participating in the AWS Marketplace can co-sell with AWS, positioning their product as “AWS-optimized” and immediately gaining access to larger enterprise deals.
By tapping into the marketplace’s partner ecosystem, vendors eliminate friction in the sales cycle, reduce procurement hurdles, and access co-sell opportunities that would be difficult to close via direct sales teams alone.
Each of these examples shows how a thoughtful co-selling program can deliver more than just pipeline — it creates leverage, trust, and sales enablement across every touchpoint.
Next, we’ll look at how co-selling compares to reselling, and why understanding the distinction matters for long-term partner strategy.
Co-Selling vs. Reselling: Understanding the Strategic Difference
As you build out your co-selling strategy, it’s important to understand how it differs from reselling—especially when aligning your sales team, setting expectations with co-selling partners, and structuring your co-selling program for scale.
While both approaches involve multiple companies working together to drive revenue, the key distinction lies in ownership of the deal and relationship with the customer.
- In a co-selling partnership, each company contributes to the sales process, but the original vendor retains ownership of the customer and contract. The value comes from mutual sales efforts, faster deal velocity, and the ability to reach new markets together.
- In a reseller model, one company purchases your product (often at a discount) and resells it independently. You may get the deal, but you lose visibility, control, and direct contact with the potential customers.
Understanding this distinction is critical as you build your co-selling program, prioritize co-sell opportunities, and design effective incentive models for your sales reps and partner team.
Here’s a side-by-side breakdown to make the difference crystal clear:
Whether you choose co-selling, reselling, or a hybrid of both, understanding the mechanics of each model is key to avoiding misalignment—and unlocking the true benefits of co-selling.
Why Co-Selling Matters More Than Ever
As B2B sales cycles grow longer and buyers get harder to reach, co-selling has become more than a strategy — it’s a competitive advantage.
According to ZDNet, 84% of sales professionals say partner selling impacts revenue more today than it did just a year ago. And nearly 9 out of 10 sales teams are already engaging in some form of co-selling.
For SaaS companies looking to scale faster, break into new markets, and build deeper customer relationships, a structured co-selling program isn’t optional — it’s essential.
That’s why leading B2B teams are investing in the right systems — to make co-selling repeatable, visible, and scalable.
How to Run a Scalable Co-Selling Program with PRM Software
Running a co-selling program at scale isn’t about working harder — it’s about working smarter. That’s where PRM (Partner Relationship Management) software comes in.
A modern PRM platform helps co-selling partners align across teams, systems, and workflows — enabling faster execution, stronger sales enablement, and greater co-sell opportunities.
But not all PRMs are built for how today’s SaaS companies sell.
Enter Introw: CRM-First, Partner-Ready
Introw is purpose-built to streamline the entire co-selling process — from deal registration and account mapping to partner engagement and performance tracking — all inside the tools your sales team already uses (like Salesforce or HubSpot).
Here’s how you can run a successful co-selling program with Introw:
1. Define Clear Co-Selling Objectives
Before launching into activity, define what success looks like.
- Are you entering new markets?
- Targeting a shared target market?
- Trying to shorten the sales cycle?
- Aligning around partner sourced deals?
With Introw, you can build structured co-sell motions from the start — tracking success by CRM stage, partner type, and target account segment.
Pro tip: Start with account mapping using Crossbeam and Introw to surface mutual customers or warm intro paths.
2. Identify & Onboard the Right Partners
Not every company is a fit for co-selling — focus on those with a natural joint solution, adjacent ICP, and a motivated partner team.
Once identified, Introw makes onboarding painless:
- No logins required
- Partner-friendly deal forms
- Slack + email notifications
- Full sync with your CRM
This allows your co-selling partners to contribute without friction — and your sales reps stay focused on deals, not admin.
3. Streamline Deal Registration & Account Mapping
This is where most co-selling efforts fall apart: misalignment around who’s working what, and no central system to track it.
With Introw:
- Partners register deals via simple forms linked directly to your CRM
- All mapped accounts are visible and actionable by your sales team
- Auto-tagged, auto-synced — no more chasing down updates
Bonus: Get Slack nudges when a new deal is registered or a mapped account is touched, so your sales process stays proactive.
4. Track Performance & Automate Feedback Loops
A successful co-selling relationship thrives on visibility and iteration.
Introw gives you shared dashboards across both teams — tracking:
- Partner activity across deals, accounts, and emails
- Win rates and sales velocity
- Top-performing co-selling partners
- Campaign performance from co-marketing plans
This isn’t just helpful for RevOps — it empowers sales teams, partner managers, and leadership to see where the revenue is really coming from.
5. Enable Real-Time Communication & Collaboration
Speed matters. With Introw, your co-selling activities move fast and stay aligned:
- Chat with partners in Slack or via email (no login required)
- Share pitch decks, proposals, or videos via integrated doc-sharing
- Trigger Slack or email notifications when key actions are taken (e.g. deal registered, task assigned, doc opened)
Think of it as the connective tissue that keeps your two sales teams on the same page — even across orgs.
6. Incentivize and Optimize
Co-selling isn’t a one-and-done motion — it’s a growth engine.
Use Introw to:
- Set up custom incentives tied to partner performance
- Monitor partner-driven revenue by segment or region
- Run A/B tests on co-selling offers, outreach styles, or co-marketing campaigns
By turning every co-sell opportunity into structured data, Introw lets you double down on what works — and sunset what doesn’t.
Why Introw Makes Co-Selling Scalable
Co-selling requires precision, process, and trust. Introw delivers:
- CRM-first workflows (Salesforce & HubSpot)
- Slack and email-native partner comms
- Real-time dashboards and deal insights
- No login friction for partners
- Built-in co-sell motion templates
- Custom workflows by partner type (reseller, referral, MSP, etc.)
Whether you're working with 5 partners or 500, Introw helps you launch, run, and scale a co-selling program that drives real revenue — without burning out your sales team or partner ops.
Ready to Turn Co-Selling Into a Scalable Revenue Engine?
You’ve built a great product. Your sales team is putting in the work. But growth still feels slower than it should — because you’re doing it alone.
The companies scaling fastest right now aren’t just selling — they’re co-selling. They’re tapping into partner ecosystems, collaborating across two sales teams, and unlocking warm intros that never would’ve come from cold outreach.
The difference? They’re not running their co-selling efforts on spreadsheets and hope. They’re using Introw.
Introw gives you everything you need to turn your co-selling program into a repeatable revenue machine:
- Seamless Salesforce and HubSpot integration
- Slack and email-native workflows — no logins needed
- Real-time dashboards across partners, deals, and accounts
- Built-in guardrails for RevOps, CROs, and partner managers alike
No friction. No guesswork. Just faster, smarter revenue — driven by aligned teams and trusted partners.
Stop relying on luck. Start co-selling with intention.
Book your Introw demo and see how today’s top SaaS companies are building scalable, partner-powered pipelines.
FAQs
What are the key benefits of co-selling compared to direct sales?
Co-selling allows your sales team to leverage trusted relationships and shared resources with partners to shorten the sales cycle, increase conversion rates, and enter new markets faster than relying solely on direct sales efforts. It also enables access to co-sell opportunities that would be difficult to win alone.
How do I align my partner's sales team with ours during a co-selling motion?
Successful co-selling requires your team and the partner’s sales team to be on the same page. This means sharing goals, mapping accounts, and using tools like PRM software to coordinate co-selling activities. Mutual alignment is critical for delivering a consistent message and managing the sales process efficiently.
What makes a co-selling relationship successful in the tech industry?
In the tech industry, a successful co-selling relationship is built on mutual value, clean CRM data, and an integrated go-to-market plan. When two sales teams collaborate with clarity—backed by shared dashboards, aligned messaging, and co-marketing plans—they’re more likely to close deals and deliver a strong joint solution to potential customers.
Can co-selling work without a formal partner program?
Yes, but it’s harder to scale. Some companies start with ad hoc co-selling, but lack the structure to turn it into a repeatable revenue engine. A formal partner program with clearly defined workflows, incentives, and onboarding processes helps move from one-off wins to a predictable co-selling strategy.
What does co-selling require from a partner team?
A committed partner team is essential. Effective co-selling requires time, trust, and alignment. Your partner should contribute to co-selling efforts, collaborate on co-marketing, and be willing to co-develop messaging and campaigns. Without this, it’s tough to maintain momentum or realize the full benefits of co-selling.
Related blog articles
Top 10 Partnership Trackers: Driving Co-Sell Revenue in 2025
Partnerships can be a lucrative revenue stream — when your business has the right tools for the job.
Indeed, many SaaS companies miss out on potential partner-driven revenue because they lack precise partnership tracking.
It's no secret that, in 2025, the traditional spreadsheet tracking is dead.
Manual updates, delayed insights, and fragmented data no longer cut it.
Instead, today's partner programs demand real-time visibility from overlap to close, ensuring every deal is tracked, attributed, and optimized for growth.
Modern solutions replace outdated spreadsheets with automated, CRM-integrated partnership tracking software, ensuring that partner-sourced revenue is captured seamlessly.
A precision-driven, real-time partnership tracker gives SaaS companies the edge by aligning sales teams, automating reporting, and enabling data-driven decisions.
With clear visibility into partner-influenced deals, businesses can maximize partner ROI, improve collaboration, and scale revenue faster.
In today's competitive landscape, partnership tracking isn't optional — it's essential for unlocking sustainable, repeatable growth.
What to Look for in a Partnership Tracking Platform
So, you know you need a modern partnership tracking platform.
But which features should you be looking out for?
Here are seven features that every strong partnership tracking platform should have in 2025:
- A CRM-native integration: Salesforce or HubSpot
- Lead/deal registration and auto-attribution
- Partner engagement metrics — for example: Slack or email syncs, partner activities log
- Forecasting partner-sourced and partner-influenced pipeline
- Ecosystem data integrations (Crossbeam)
- Real-time alerts and co-sell enablement
- Custom workflows by partner type (referral, reseller, tech, MSP)
10 Best Partnership Trackers to Use in 2025
Ready to revolutionize your partnerships by investing in a new partnerships tracker?
Here are ten top tools to consider.
#1 Introw (with Crossbeam Integration)
Introw is the most powerful PRM for modern SaaS companies — and its native integration with Crossbeam supercharges the entire partner revenue workflow.
Here's Why It's #1:
- Starts where your team lives: Salesforce or HubSpot
- Tracks every partner deal, lead, and engagement touch in real time
- Uses Crossbeam's account mapping data to identify overlapping customers and prospects across your ecosystem
- Tracks every engagement your partners have with content/sales presentations
- Tracks commissions in real-time
- All activity is tracked and visible to Partner Managers, RevOps, and CROs
Quick Feature Rundown:
- CRM-native lead & deal registration
- Real-time alerts via Slack and email
- Deal attribution and forecasting built into your pipeline
- Partner segmentation, enablement, and engagement tracking
- Modular workflows (referral, reseller, MSP, tech)
- Set-up in minutes — not months
Find out more:
🔗 Introw + Crossbeam Integration Overview
#2 PartnerStack
Referral and affiliate program software PartnerStack comes with some handy partner performance tracking features designed to help businesses recruit, track, and optimize partnerships effectively.
Quick Feature Rundown:
- Lead Monitoring
- CRM Integration
- Automated Attribution
- Performance Reporting
- Commission Automation
- UTM Tracking Support
- Fraud Protection
Pros: Commission automation, partner marketplace
Cons: Not ideal for co-sell motions or deep CRM integration
#3 Impartner
Impartner is a leading Partner Relationship Management platform designed to optimize and automate the entire partner lifecycle, enhancing collaboration and driving revenue growth.
Quick Feature Rundown:
- Partner dashboards
- Individual Partner Portals
- Portal workflows
- Role-based permissions
- Opportunity management
- Action tracking
- Lead management
- Partner performance reporting
- Partner engagement tools
- CRM integration
Pros: Comprehensive tracking, robust backend
Cons: Heavier set-up, limited CRM-native tracking
#4 Allbound
Impartner is a leading Partner Relationship Management platform designed to optimize and automate the entire partner lifecycle, enhancing collaboration and driving revenue growth.
Quick Feature Rundown:
- Lead Management
- Opportunity Management
- Action Tracking
- Partner Performance Reporting
- CRM Integration
- Program Compliance Manager
- Business Planning Tools
- Journey Builder
- Analytics Studio
Pros: Great partner management, easy to use, good customer support
Cons: Limited customization
#5 ZINFI
ZINFI is a comprehensive Partner Relationship Management platform that streamlines partner engagement and performance tracking.
This platform puts a heavy focus on automation, empowering you to save time and money when managing your partnerships.
Quick Feature Rundown:
- Lead management
- Opportunity management
- Performance analytics
- Incentive management
- Partner portal
- Partner onboarding
- Partner training
- Deal registration
- Automated partner onboarding, training, marketing, selling, and performance tracking
Pros: Easy to use, strong partner management, good customer support
Cons: Some features are limited
#6 Kiflo
Partner Relationship Management platform Kiflo is designed to streamline partner engagement, growth, and success.
It offers customizable and automated tools that show users a visual representation of their partnerships.
Furthermore, Kiflo caters specifically to small to medium-sized businesses, providing a personalized approach to partner management.
Quick Feature Rundown:
- Lead and Deal Registration
- Real-Time Deal Tracking
- Dynamic Performance Dashboards
- Automated Partner Onboarding
- Customizable Certifications
- Content Management and Sharing
- Automated Reward and Incentive Management
- Comprehensive Analytics
- CRM Integration
Pros: Good customer support, strong partner management features
Cons: Integrations have limitations
#7 WorkSpan
WorkSpan is a Partner Relationship Management platform designed to enhance collaboration and drive revenue growth through strategic partnerships.
It provides a comprehensive ecosystem for co-selling, co-innovating, co-marketing, and co-investing, enabling organizations to optimize their partnership strategies effectively.
Quick Feature Rundown:
- Co-sell opportunity management
- Performance measurement
- Best-practice partnership planning templates
- Comprehensive reporting and analytics
- Real-time data sharing and collaboration
- AI-driven insights and recommendations
- Secure ecosystem access control
- Automated referral creation and sharing
- Customizable dashboards and metrics
- Integration with existing CRM systems
Pros: Strong partner management and collaboration tools
Cons: Steep learning curve
#8 LeadsBridge
LeadsBridge is a comprehensive integration platform designed to streamline lead generation and management processes by connecting various marketing and CRM tools.
Its unique value proposition lies in offering over 380 integrations.
These integrations include custom solutions tailored to specific business needs, ensuring seamless data synchronization and enhanced marketing efficiency.
Quick Feature Rundown:
- Lead sync
- Audience targeting
- Online-to-offline tracking
- Custom integration
- Real-time data syncing
- Lookalike audiences
- Platform-to-platform integration
- Lead nurturing
- eCommerce synchronization
Pros: Helpful customer support, thorough automation, seamless integrations
Cons: Initial set-up can be complex
#9 ZiftONE
Zift Solutions is a comprehensive Partner Relationship Management platform that streamlines channel management, enhances partner engagement, and drives revenue growth.
This software integrates marketing, sales, and learning processes into a single platform, offering personalized experiences for businesses and their partners.
Quick Feature Rundown:
- Partner explorer
- Tier Programs
- User achievements
- Partner groups
- Customizable partner portals
- Real-time analytics and reporting
- Seamless CRM integration
- Automated lead distribution
- Partner onboarding tools
Pros: Easy to use and good customer support
Cons: Limited customization
#10 Channeltivity
Channeltivity is a Partner Relationship Management platform designed to streamline channel management, enhance partner engagement, and drive revenue growth.
The software offers a comprehensive suite of tools — including deal registration, lead distribution, and partnership performance tracking — tailored to optimize channel operations for technology companies.
Meanwhile, its analytics and reporting suite, empowers leaders to make data-driven decisions and improve resource allocation.
Quick Feature Rundown:
- Deal registration
- Lead distribution
- Referrals and commissions
- Distributor management
- Partner dashboards
- Analytics and reporting
- Notifications and reminders
- Partner portal
- Training and certification
- Business planning
Pros: Streamlined partner engagement and deal tracking and responsive support to ensure customer satisfaction
Cons: Customization limitations
Why Introw + Crossbeam is the Best Partnership Tracking Stack in 2025
If you're ready to integrate account mapping into your PRM, consider Introw with Crossbeam.
So, how do the two platforms work together?
Introw leverages Crossbeam's overlap data to identify opportunities and instantly share them with your partners.
Essentially, Crossbeam finds the opportunity, and Introw then turns it into revenue.
This process is super simple too — one-click integration connects the partner overlap data to the actual pipeline.
What's more, Introw (with Crossbeam) syncs seamlessly into Salesforce or HubSpot, empowering you to manage your partner tracking process from inside your CRM.
The Introw-Crossbeam integration also enables co-sell motions with visibility, engagement, and forecasting.
And Introw is built for scale!
There are no portals, no spreadsheets, and no data silos here.
Conclusion
Today's partner programs live and die by what they can track.
Introw + Crossbeam is the only solution that handles account mapping, lead registration, engagement tracking, and forecasting — all in one flow
So, say goodbye to portal logins and spreadsheet chaos.
✅ Ready to track every opportunity and turn partnerships into pipeline? Book your personalized Introw demo
FAQs
- What Is a Partnership Tracker?
A partnership tracker is a tool or software that enables companies to monitor and manage business collaborations, affiliate programs, or influencer partnerships.
They typically help to track:
- Performance key metrics
- Communication
- Payments
- Contractual agreements
Businesses use these trackers to optimize relationships, measure success, and streamline operations — improving their partnerships and boosting the bottom line.
- How Does Introw Track Partner-Sourced Pipeline?
Introw tracks partner-sourced pipelines by integrating with your CRM, automatically detecting partners, and providing a shared sales pipeline.
This set-up allows partners to access and manage their deals directly, helping you manage relationships and ensuring real-time alignment and transparency.
Additionally, Introw automates updates based on CRM data, keeping all stakeholders informed.
- What Does The Crossbeam Integration Do Inside Introw?
Introw integrates with Crossbeam as a data source, allowing users to connect and leverage Crossbeam's partner ecosystem data within Introw's platform.
Integrate the tools to enable automatic detection of partners and tracking of partnership revenue.
This helps to ensure the CRM remains the single source of truth.
By combining Crossbeam's data with Introw's features, users can manage partners, collaborate on deals, and automate updates effectively.
- Can I Track Partner Engagement And Attribution In My CRM?
With the right tools, yes!
With Introw, you can track partner engagement and attribution directly in your CRM.
Introw integrates with your CRM to automatically detect the right partners, log interactions, and track revenue attribution from partner-sourced deals.
This ensures that your CRM remains the single source of truth, giving you complete visibility into partner-driven impact.
- What Makes Introw Better Than Traditional PRMs?
Introw stands out from traditional Partner Relationship Management (PRM) tools by focusing on CRM integration and automation.
Unlike PRMs that require manual partner input, Introw automatically detects partners, tracks deal progression and attributes revenue directly within your customer relationship management system.
This eliminates friction, ensures real-time visibility, and makes managing your partnership program seamless and efficient.
A Guide to Choosing the Best CRM for Partner Management: 15 Top Tools For 2025
A strong CRM system should be the backbone of your partner programs.
Embrace your CRM when it comes to partner management, and you can expect centralized relationships, seamless collaboration, full alignment with business operations, fewer channel conflicts, and improved revenue projections.
What's more, by embedding partner management within a CRM, businesses gain a unified source of truth, improving efficiency, accountability, and long-term success in partner ecosystems.
Traditional, siloed partner tools simply can't keep up with the power of modern CRMs.
It makes sense, then, that businesses are increasingly shifting to CRM-first workflows, integrating partner management into broader customer and revenue strategies.
This transition eliminates inefficiencies caused by disconnected systems, enabling real-time visibility into partner performance.
When moving to a CRM-first workflow, businesses must understand the importance of native integrations, deal tracking, and forecasting.
Look for CRM tools that offer native integrations with marketing automation, sales pipelines, and support tools to ensure that partner activities are fully aligned with business operations.
Meanwhile, deal tracking within a CRM allows businesses to monitor partner-driven opportunities, assign leads effectively, and prevent channel conflicts.
And forecasting capabilities provide data-driven insights into revenue projections, helping companies optimize their partner strategies.
To sum up, a CRM-first approach fosters stronger, data-backed partnerships that drive sustainable growth.
⬇️In this guide, we'll cover everything you need to know to make the best CRM decision for your business and your partners.
What to Look for in a CRM for Partner Management
When considering which CRM to go for, you'll undoubtedly already have several 'must have' features in mind.
But here are the most important features to look out for when it comes to partner management:
- Partner lead/deal registration
- Custom fields and workflows for channel/reseller/referral types
- Engagement tracking and collaboration tools
- Reporting and forecasting across partner-attributed pipeline
- Integration with PRM tools like Introw
- Scalability and API access for custom automation
15 Best CRM Platforms for Partner Management in 2025
So, we know that a CRM-first approach has a wide variety of benefits for partner management.
But choosing the right CRM can be daunting; after all, it's a pretty big decision.
And not every CRM is fit for partner management.
To help you out, we've compiled a list of the best 15 CRM for partner management, along with their pros and cons.
#1 HubSpot
A giant of the CRM world, HubSpot's CRM is super popular among growing SaaS teams.
This comprehensive, AI-powered platform is designed to unify customer data, streamline business operations, and enhance customer experiences.
It offers a suite of tools across marketing, sales, customer service, content management, and operations, all integrated into a single system to facilitate seamless collaboration and efficiency.
And when it comes to partner management, Hubspot's CRM boasts several key features, including:
For partner management, HubSpot CRM provides several key features:
✅ CRM partner relationship management (PRM) integrations: Access PRM software Introw through HubSpot's App Marketplace for partner engagement tracking, lead registration, and Slack-based collaboration.
✅ Association labels: Define and manage relationships with partners by labelling companies as "Partner" or "Distributor," clarifying roles and facilitating targeted communication.
✅ Partner services: Utilize Partner Services to track and manage services provided by partners, ensuring organized and efficient collaboration.
✅ Automation: Save time by automating workflows and repetitive processes
These features enable businesses to effectively manage and nurture their partner relationships within HubSpot CRM.
🔗 Find out more about how Introw and Hubspot work together
#2 Salesforce
Salesforce remains the gold standard for enterprise partner programs.
This comprehensive, cloud-based platform streamlines customer relationship management and partner relationship management by integrating sales, marketing, customer service, and more into a unified system.
It empowers businesses to enhance customer interactions, improve satisfaction, and drive growth through data-driven insights and automation.
For partner management in CRM, Salesforce CRM offers several key features:
✅ Partner relationship management software integration: Seamlessly integrates with Introw to place PRM functionalities firmly within the CRM, enabling tracking of partner pipeline, engagement, and performance — all natively.
✅ Powerful reporting and forecasting: Delivers key data insights to enable data-driven decisions, as well as accurate forecasting.
✅ Personalized partner engagement: Provides personalized templates and data-driven enablement tools to engage partners effectively, enhancing communication and collaboration.
✅ Automated processes: Automates marketing fund requests, discounting, and service case management, reducing manual tasks and increasing efficiency in partner interactions.
✅ Real-time updates with partner connect: Facilitates secure deal tracking and real-time, automated updates on co-selling deals across different CRMs, ensuring transparency and reducing data duplication.
✅ Scalability: Built on the Salesforce platform, it scales easily to accommodate growing partner ecosystems, adapting to evolving business needs.
🔗 Learn more here: Introw + Salesforce Integration
#3 Zoho CRM
Zoho offers a flexible, cloud-based CRM that helps businesses manage sales, marketing, and customer relationships efficiently.
It's also a good option for those looking for a CRM that will support partner relationship management for sustainable business growth.
✅ Territory management: Organize and manage partner territories effectively, aligning sales strategies with specific regions or market segments.
✅ Workflow automation: Automate routine tasks and processes, enabling partners to focus on strategic activities and improving overall efficiency.
✅ Advanced analytics: Gain insights into partner performance through detailed reports and dashboards, facilitating data-driven decision-making.
✅ Customizable modules: Tailor CRM modules to fit specific partner management needs, ensuring a personalized and relevant experience.
✅ Multi-channel communication: Engage with partners across various channels, including email, phone, and social media, ensuring seamless communication.
Pros: Affordable, customizable, partner portal add-on
Cons: Weaker reporting, fewer native integrations
Best For: SMEs or mid-market teams just starting their partner motion.
#4 Microsoft Dynamics 365
Microsoft Dynamics 365 is an AI-powered suite of business applications that combines CRM and ERP capabilities to enhance customer experiences and business operations.
It integrates sales, marketing, service, and financial data to help organizations innovate, automate processes, and drive growth.
It encompasses several key features for partner management:
✅ Manage partner relationships with shared data insights
✅ Automate lead and opportunity tracking
✅ Integrate partner sales data for streamlined collaboration
✅ Enable partner performance monitoring through analytics
✅ Use AI to provide personalized partner support
Pros: Deep integrations, enterprise-friendly
Cons: Steep learning curve, dev-heavy
Best For: Enterprises already deep in Microsoft's stack or those with in-house CRM admins
#5 Pipedrive
Pipedrive offers a clean, simple CRM that's easy to use.
It automates repetitive tasks, tracks communications, and provides actionable insights to help sales teams optimize performance.
Admittedly, this one isn't purpose-built for partners, but it can support small partner programs with the right tagging and workflows.
When it comes to partner management, Pipedrive allows you to:
✅ Organize and track partner interactions in one space
✅ Automate partner follow-ups and communications
✅ Visualize partner pipeline for better decision-making
✅ Use AI for personalized partner management insights
✅ Centralize partner data for easy collaboration and reporting
Pros: Visual pipeline, easy setup
Cons: Limited partner automation, no partner-specific fields
Best For: Early-stage teams experimenting with partnerships
#6 Close.com
Close CRM is a platform designed to streamline sales processes for small businesses, focusing on automation, communication, and deal management.
It offers an intuitive, fast interface for managing leads and communications — and can also prove useful for partner relationship management.
Here's how:
✅ Track partner interactions and pipeline progress
✅ Automate partner outreach and follow-ups
✅ Centralize partner data and activity
✅ Monitor partner performance with analytics
✅ Seamlessly integrate with other tools for collaboration
Pros: Simple, easy-to-use
Cons: Limited customization
Best For: Small businesses with big growth ambitions
#7 Freshsales
Freshsales by Freshworks is an AI-powered sales CRM that enhances revenue growth with automation, lead scoring, and predictive analytics.
It streamlines workflows and provides insights to improve sales efficiency.
Here's how it can boost partner management:
✅ Track and manage partner relationships efficiently
✅ Automate follow-ups and communication with partners
✅ Centralized data for seamless collaboration
✅ AI-powered insights to optimize partner engagement
✅ Customizable pipelines to monitor partner deals
Pros: Easy to use and excellent customer support
Cons: Limited features and a steep learning curve
Best For: Start-ups and SMEs that need a friendly, affordable CRM solution.
#8 Copper
A relationship-focused CRM designed for Google Workspace users, Copper is all about streamlining contact management, deal tracking, and workflow automation.
It also minimizes data entry and integrates seamlessly with Gmail.
Key features for partner management:
✅ Centralized partner contact and activity tracking
✅ Automated workflows for partner communications
✅ Custom pipelines to monitor partner deals
✅ Seamless integration with Google Workspace
✅ Real-time reporting and analytics for partner performance
Pros: Easy integration with Google properties, user-friendly
Cons: Limited scalability
Best For: Businesses that depend on Google Workspace
#9 Insightly
Insightly is a scalable CRM designed for businesses to manage customer relationships, sales, and marketing in one platform.
It offers automation, project tracking, and analytics to drive growth and efficiency.
Looking for a CRM to boost partner management?
Here's how Insightly can support PRM:
✅ Centralized partner relationship tracking
✅ Automated workflows for partner interactions
✅ Customizable pipelines for deal management
✅ Advanced analytics for partner performance monitoring
✅ Integration with third-party apps for collaboration
Pros: Great customer support and deep customization
Cons: Steep learning curve
Best For: SMEs and start-ups looking for a customizable and scalable CRM.
#10 SugarCRM
A flexible, AI-driven CRM platform, SugarCRM is designed for B2B sales, marketing, and customer service.
It automates data collection, provides predictive insights, and streamlines workflows for enhanced efficiency.
Key features for partner management include:
✅ Centralized partner relationship tracking
✅ AI-powered insights for partner engagement
✅ Automated workflows for seamless collaboration
✅ Custom dashboards for partner performance monitoring
✅ Integration with third-party tools for extended functionality
Pros: Lots of features, good customer support
Cons: Long implementation, steep learning curve
Best For: Large businesses and enterprises looking to commit to a CRM long-term
#11 Nutshell CRM
Nutshell is a user-friendly CRM that combines sales, marketing, and pipeline management into one intuitive platform.
It simplifies lead tracking, automates workflows, and integrates with essential tools to enhance team collaboration and efficiency.
Here are Nutshell's most useful partner management features:
✅ Centralized partner contact and deal tracking
✅ Automated follow-ups and task reminders
✅ Customizable pipelines for partner relationship management
✅ Integration with marketing automation tools for outreach
✅ Real-time reporting and analytics for partner performance
Pros: Simple, easy to use, great customer support
Cons: Steep learning curve, limited integrations
Best For: Smaller businesses looking for a simple, affordable CRM
#12 Creatio
Creatio is an AI-powered, no-code CRM platform.
It automates workflows and customer relationship management for sales, marketing, and service teams, empowering businesses to streamline operations, optimize engagement, and enhance productivity.
It's pretty helpful when it comes to partner management, too.
Here's how:
✅ Centralized partner relationship tracking
✅ AI-driven insights for partner engagement
✅ No-code automation for partner collaboration
✅ Custom dashboards for performance monitoring
✅ Seamless integrations for extended functionality
Pros: Great automation, customization, and usability
Cons: Steep learning curve
Best For: Large businesses with multiple departments that require smooth company-wide adoption
#13 NetSuite CRM
NetSuite is a cloud-based business management suite that includes CRM, ERP, and financial tools to streamline operations, automate workflows, and improve decision-making.
It provides robust partner management capabilities, such as:
✅ Partner relationship management with centralized data
✅ Automated workflows for seamless collaboration
✅ Real-time analytics for partner performance tracking
✅ Custom dashboards to monitor deal progress
✅ Integration with third-party applications
Pros: Great functionality and ease of use.
Cons: Steep learning curve, expensive, complex implementation
Best For: Enterprises that need to streamline their processes.
#14 Monday CRM
Monday CRM is a flexible, no-code customer relationship management platform that helps businesses manage sales, projects, and workflows.
It centralizes data, automates tasks, and enhances collaboration to improve efficiency.
Monday's key features for partner management include:
✅ Centralized partner tracking and collaboration
✅ Automated workflows for partner onboarding and engagement
✅ Customizable pipelines to manage partner deals
✅ Integration with third-party tools for seamless operations
✅ Real-time analytics for partner performance insights
Pros: Great range of features, scalable, easy to customize
Cons: Steep learning curve
Best For: SMEs and service businesses
#15 Zendesk Sell
A modern sales CRM, Zendesk Sell enhances productivity, provides full pipeline visibility, and integrates automation to streamline deal management.
It helps sales teams manage leads, track interactions, and optimize workflows.
However, its features can also be used for PRM, including:
✅ Centralized partner tracking and collaboration
✅ Automated workflows for partner engagement
✅ Customizable sales pipelines for partner deals
✅ Real-time analytics for partner performance insights
✅ Seamless integrations with external tools
Pros: Simple user interface, intuitive to use, good automation features
Cons: Complex setup
Best For: Businesses of any size that want to streamline their processes
How to Choose the Right CRM for Partner Management
Ready to decide on your new CRM?
Here are some handy guidelines.
Make sure your new CRM has:
- Native or customizable deal reg
- CRM alignment with partner program complexity
- Integration with a PRM like Introw
- Automation and reporting
And watch out for these common pitfalls:
- No partner-specific fields or segmentation
- Manual tracking outside the CRM
- No integration between CRM and partner activities
Three final tips for choosing a CRM for partner channel management:
- Align with RevOps early
- Evaluate scalability and workflow compatibility
- Test integrations with tools like Introw
How Introw Supercharges CRM for Partner Management
Of course, when it comes to partner relationship management, a CRM alone won't do.
Sure, investing in the right CRM can significantly boost your partner relationships, but if you aim to establish a profitable ecosystem, PRM software is crucial.
And your PRM must integrate seamlessly with your CRM.
This is where state-of-the-art PRM Introw comes in.
Here's why Introw stands out among other PRMs:
- CRM-first: your team works entirely within Salesforce or HubSpot — no extra logins, no tool-switching. Partners still collaborate via a dedicated portal, fully synced with your CRM.
- Deal and lead registration are mapped directly to the CRM
- Partner engagement tracking is synced with both the CRM and Slack
- Forecasting and visibility operates across all partner-attributed revenue
- No-code workflows for referrals, resellers, and MSPs
But don't just take our word for it — book your personalized demo today and see Introw in action.
Conclusion
The message is clear — choosing the right CRM is foundational to scaling partner revenue.
The best CRMs support visibility, collaboration, and clean partner data.
They also integrate seamlessly with your PRM, empowering you to effectively manage your partners without leaving your CRM.
To recap, here are the 15 best CRMs for partner management in 2025:
- HubSpot
- Salesforce
- Zoho CRM
- Microsoft Dynamics 365
- Pipedrive
- Close.com
- Freshsales
- Copper
- Insightly
- SugarCRM
- Nutshell CRM
- Creatio
- NetSuite CRM
- Monday CRM
- Zendesk Sell
Want to manage your entire partner program from your CRM? Try Introw — the CRM-first PRM.
FAQs
What is The Best CRM For Partner Management In 2025?
HubSpot and Salesforce are top choices if you're looking for a partner relationship management CRM.
When it comes to PRM, HubSpot's features include association labels, partner services, automation, and — most importantly — partner relationship management system integrations, including Introw.
Meanwhile, Salesforce — a titan of the CRM world — offers robust reporting and forecasting, personalized partner engagement, real-time updates with partner connect, scalability, and automation.
Its PRM integrations are also world-class, with a seamless Introw integration that places PRM functionalities firmly within the CRM.
Can I Manage Partnerships Inside HubSpot or Salesforce?
With the right Partner Relationship Management in CRM software, absolutely!
Integrate Introw with Salesforce or Hubspot, and you'll find the PRM operates from inside these tools with no external logins or portals.
This empowers you to manage all your partnerships from inside these CRMs, saving time and improving efficiency.
How Does Introw Integrate With My CRM For Partner Workflows?
When you integrate Introw with Salesforce or Hubspot, the cutting-edge PRM simply sits inside these tools.
This means there are no external logins or portals to complicate matters, and your CRM remains your single source of truth.
It also allows for real-time data synchronization and eliminates manual list uploads, boosting efficiency.
Introw can also auto-detect channel partners and start tracking partnership revenue instantly.
Why Use a CRM Instead of a Standalone Partner Portal?
A CRM offers broader functionality than a standalone partner portal by integrating partner tracking with sales, marketing, and customer data, creating a centralized system for collaboration.
Furthermore, it enhances automation, reporting, and analytics, improves cross-team visibility, and ensures seamless integration with other business tools — leading to better decision-making and efficiency.
What Are Must-Have CRM Features For Partner Tracking?
If partner tracking is a priority (and in 2025, it should be), you need a CRM that's up to the job, from partner recruitment and partner training to partner marketing management.
A CRM for partner tracking should encompass:
- Partner profile management
- Deal Registration
- Commission tracking
- Performance Analytics
- Communication tools
- Automated workflows
- Integration with other systems (especially your PRM software)
- Role-based access
- Customizable reporting
These features are essential for effective collaboration, ensuring transparency, and maximizing partner engagement and revenue growth.
Top 20 Partner Relationship Management Software Platforms to Scale Revenue in 2025
In 2025, partner ecosystems have become major revenue drivers, with SaaS businesses increasingly relying on alliances to expand market reach, drive co-selling, and enhance customer value.
Indeed, as companies shift from direct sales to collaborative go-to-market strategies, these partnerships provide access to new customers, industries, and geographies.
And as partner ecosystems rose to prominence, SaaS partner teams realized they desperately needed partner relationship management (PRM) tech that could keep up.
After all, traditional PRM methods like spreadsheets and static portals lack the scalability, real-time insights, and automation that modern partner collaboration demands.
A modern PRM tool, on the other hand, streamlines partner management with deep visibility, effective collaboration, and accurate forecasting.
Users enjoy enhanced efficiency, accelerated deal cycles, and stronger partner engagement.
Ultimately, as companies prioritize ecosystem-led growth, adopting modern PRM solutions has become essential for managing partnerships effectively and staying competitive and connected in evolving markets.
In this guide, we aim to help SaaS partner teams discover the top PRM platforms for scaling revenue through better pipeline visibility, lead flow, and co-selling.
Read on to discover your new favourite platform.
What to Look for in Partner Relationship Management Software
Ready to upgrade your PRM system, but not sure where to start?
It's a big decision — and one you really want to get right.
After all, choosing the right PRM software for your business can be the difference between a flourishing partner ecosystem and a flop.
With this in mind, here's a handy checklist of what to look for in your PRM software in 2025:
- Native customer relationship management (CRM) integration (Salesforce, HubSpot)
- Deal and lead registration workflows
- Real-time partner engagement tracking
- White-labeled portals and partner segmentation
- Off-portal collaboration (email, Slack)
- Forecasting and reporting capabilities
- No-code customization and scalability
20 Best Partner Relationship Management Software Platforms in 2025
Ready to choose a shiny new partner relationship management platform?
Read on for 20 of the best tools on the market.
#1 Introw
Meet Introw — a next-generation PRM with CRM integration at its core.
Purpose-built for SaaS companies that use Salesforce or HubSpot, it offers off-portal collaboration and takes just minutes to implement (no code).
This platform is perfect for SaaS businesses that have two or more partner/channel managers.
It streamlines partner deal flow, automates engagement tracking, and powers co-selling — all without leaving the CRM.
Check out Introw's key features:
✅ CRM-first: All data stays in Salesforce/HubSpot
✅ Real-time pipeline visibility & forecasting
✅ Partner tracking software (emails, content, updates)
✅ Off-portal collaboration via Slack and email (no logins needed)
✅ Easy deal & lead registration via forms or email
✅ Scales from 20 to 300+ partners with custom workflows
✅ No-code setup, modular architecture
Introw can help you take your partnership ecosystem to the next level. But don't just take our word for it, book a demo today to see Introw in action.
#2 Allbound
Allbound is a Partner Relationship Management platform designed to automate partner program management and foster ecosystem growth.
It offers tools for partner engagement, co-marketing, and co-selling and provides comprehensive insights to enhance collaboration and drive revenue.
Key features include:
✅ Partner engagement tools
✅ Content library and management
✅ Learning tracks and certifications
✅ Co-branding and prospect pages
✅ Market development funds (MDF) management
✅ Lead distribution engine
✅ Deal registration system
✅ Playbooks for guided selling
✅ Gamification and incentives dashboard
✅ Channel Insights and Reporting
✅ CRM Integrations with Salesforce, HubSpot, and more
Pricing: Allbound offers custom pricing, depending on your needs.
#3 PartnerStack
PartnerStack simplifies and scales partner ecosystems for B2B SaaS companies.
It connects businesses with affiliates, referral partners, and resellers to drive growth, increase sales, and streamline management.
With automation and robust tools, PartnerStack helps companies recruit, manage, and optimize their partnerships effectively.
Key features:
✅ Recruit partners
✅ Track partner performance
✅ Activate partners with training
✅ Automate partner commissions
✅ Optimize performance with reports
✅ Access a large B2B partner network
✅ Scale partner programs for growth
Pricing: PartnerStack creates a bespoke pricing plan for each client.
#4 Channeltivity
A comprehensive PRM platform, Channeltivity is designed to streamline partner recruitment, enablement, and sales.
It offers an intuitive, scalable solution for managing partnerships, enhancing productivity, and driving growth through marketing, training, and collaboration tools.
Check out the software's major features:
✅ Partner portal
✅ Lead distribution
✅ MDF management
✅ Deal registration
✅ Training and certification
✅ Email marketing
✅ Co-branded collateral
✅ Integrations with Salesforce, HubSpot, and more
✅ Analytics and reporting
✅ Distributor management
It is worth noting that many of the key features above come at an extra cost.
Pricing: Channeltivity's Standard Edition costs $1899 per month, and its CRM Edition (with CRM integration) costs $2199 a month. You can also buy add-ons, such as distributor and MDF management, for an extra monthly cost.
#5 Kiflo
Kiflo helps businesses efficiently manage their entire partner lifecycle.
This PRM simplifies processes like partner onboarding, revenue tracking, and commission automation while providing transparency for both businesses and their partners.
Key features include:
✅ Partner onboarding automation
✅ Partner revenue tracking
✅ Commission automation
✅ CRM integrations (Salesforce, HubSpot)
✅ Self-service partner portal software
✅ Performance analytics
✅ Lead management
✅ Customizable workflows
Pricing: Kiflo offers a 'Scale' package, priced at $362 per month, for companies just launching their partner program. Custom pricing is offered for businesses with growing partner programs that are ready to scale.
#6 Salesforce PRM
One of the biggest names when it comes to CRM, Salesforce also offers a wide range of partner relationship management tools to help businesses manage and optimize partner networks.
It enables better partner performance tracking, lead distribution, and deal registration, all within a unified CRM ecosystem to drive growth and streamline partner engagement.
Key features:
✅ Partner onboarding
✅ Deal registration
✅ Lead management
✅ Performance tracking
✅ Collaborative tools
✅ Customizable partner portals
✅ Analytics and reporting
✅ Integration with Salesforce CRM
Pricing: Salesforce offers bespoke pricing depending on your requirements.
#7 Zinfi
Zinfi offers a robust PRM solution designed to enhance channel partner performance with tools that streamline onboarding, enable efficient contract management, and improve collaboration.
Key features:
✅ Partner onboarding automation
✅ Lead distribution and management
✅ Deal registration
✅ Partner performance tracking
✅ Contract management
✅ Customizable partner portals
✅ Marketing and sales enablement tools
✅ Incentive and rebate management
Pricing: Zinfi's pricing is bespoke.
#8 Channel Mechanics PRM
Automate your channel partner programs with Channel Mechanics.
This platform enables streamlined management of partner incentives, promotions, and rewards, helping to differentiate and engage partners more effectively.
Check out the highlights:
✅ Partner journey automation
✅ Incentive program management
✅ Real-time reporting and analytics
✅ Market segmentation
✅ Partner differentiation
✅ Budget control for programs
✅ Automated partner communication
✅ Deal registration and tracking
Pricing: Custom pricing.
#9 Impartner
Impartner is a partner relationship management platform designed to automate and streamline the partner lifecycle.
It integrates seamlessly with existing systems to boost collaboration and accelerate revenue growth across partner ecosystems.
Take a look at the key features:
✅ Personalized partner onboarding
✅ Deal registration and pipeline management
✅ Performance tracking
✅ Marketing automation
✅ Tiering and compliance management
✅ Reporting and analytics
✅ Incentive management
✅ Partner business planning
Pricing: Businesses can request personalized pricing.
#10 Zift Solutions
Zift Solutions provides a comprehensive platform for channel management, enabling seamless partner engagement and program optimization.
Its PRM focuses on automating and streamlining partner operations, improving efficiency, and enhancing collaboration with partners to drive greater performance and ROI.
Key features include:
✅ Partner onboarding and enablement
✅ Deal registration and lead management
✅ Incentive and reward programs
✅ Real-time analytics and reporting
✅ Customizable partner portals
✅ Automated marketing tools
✅ Performance tracking and visibility
✅ Seamless CRM and system integrations
Pricing: Zift offers custom pricing.
#11 Mindmatrix
Mindmatrix offers a PRM platform designed to enhance partner engagement and optimize channel performance.
It supports the entire partner lifecycle with onboarding, training, sales enablement, and tracking tools.
Key features:
✅ Partner onboarding and enablement
✅ Sales and marketing playbooks
✅ Asset and content management
✅ Performance tracking and reporting
✅ Lead management
✅ Incentive program automation
✅ Channel ecosystem visibility
✅ Mobile access for assets
Pricing: Custom pricing available on request.
#12 StructuredWeb
StructuredWeb is an easy-to-use PRM platform that simplifies and automates channel marketing, enhancing partner engagement and streamlining lead management.
Check out the key features below:
✅ Lead distribution and nurturing
✅ Deal registration
✅ Opportunity management
✅ Customizable partner portals
✅ Performance tracking
✅ Co-brandable collateral
✅ Automated marketing campaigns
✅ Analytics and reporting
✅ Real-time insights
Pricing: Custom.
#13 Crossbeam
Crossbeam is an Ecosystem Revenue Platform that helps businesses collaborate with partners by securely sharing data.
It focuses on co-selling and driving mutual growth through insights into partner ecosystems.
Top tip — this platform is perfect for those looking for free partner relationship management software!
Highlights include:
✅ Account mapping
✅ Deal collaboration
✅ Partner performance tracking
✅ Shared lists for lead management
✅ Ecosystem insights
✅ Attribution and partner impact analysis
✅ Co-selling templates and workflows
✅ Real-time alerts and notifications
Pricing: Crossbeam offers several pricing plans, including Explorer (free), Connector ($150 per user per month), and Supernode (Custom). It also offers a Crossbeam for Sales option, which costs $300 per seat per year.
#14 PartnerPortal
Keen to simplify and automate your partner program management?
Partnership management software PartnerPortal.io could be worth consideration.
This platform enables businesses to create custom partner portals, streamline deal registration, automate workflows, track partner performance, and manage partner payments.
Check out PartnerPortal's highlights below:
✅ Deal registration
✅ Partner onboarding automation
✅ Lead tracking and management
✅ Customizable portals
✅ Automated payments and accounting
✅ Performance metrics and analytics
✅ Resource management and sharing
✅ Ecosystem data discovery and co-selling
Pricing: PartnerPortal's unlimited package costs $249 per month, and it also offers a free trial for up to three staff, five partners, and five registered leads.
#15 Affise
Affise is a comprehensive performance marketing platform designed for affiliate and partner management.
It helps streamline partner onboarding, monitor activities, and automate commission payouts, improving collaboration and driving growth.
Its key PRM features are:
✅ Partner onboarding
✅ Deal tracking
✅ Performance analytics
✅ Commission management
✅ Fraud prevention
✅ Automated reporting
✅ Real-time data sharing
✅ Partner dashboard
Pricing: Affise offers four pricing tiers: Beginner, Core, Expand, and Custom. Prices are available upon request.
#16 Oracle PRM
Oracle's PRM solution helps businesses manage and optimize their partner ecosystem.
The platform integrates key business processes to improve performance and maximize partner-driven revenue growth.
Key features include:
✅ Partner relationship management portal for collaboration
✅ Lead and deal management
✅ AI-guided selling
✅ Partner onboarding and recruitment
✅ Co-branded marketing tools
✅ Performance analytics and dashboards
✅ Incentive management
✅ Integrated sales and support tools
Pricing: Pricing is bespoke.
#17 CSG Digital Wholesale
CSG's Wholesale Partner Management platform streamlines partner relationships through seamless onboarding, real-time data access, and automated processes.
It supports efficient partner communication, fraud protection, and service assurance, boosting revenue generation and operational efficiency.
The solution is flexible, scalable, and integrates with other partner platforms.
Here are the platform's key features:
✅ Automated partner onboarding
✅ Real-time traffic and statement access
✅ Fraud detection and service assurance
✅ Streamlined payment processes
✅ Flexible, scalable cloud SaaS deployment
✅ Integration with partner platforms via APIs
✅ Centralized partner lifecycle management
✅ AI-powered analytics for revenue growth
Pricing: Pricing is bespoke.
#18 NetSuite PRM
NetSuite's PRM solution helps organizations streamline partner interactions to optimize collaboration, boost revenue generation, and enhance transparency throughout the partner lifecycle.
Highlights include:
✅ Partner onboarding
✅ Deal and lead management
✅ Performance tracking
✅ Incentive management
✅ Real-time collaboration
✅ Customizable partner portals
✅ Marketing tools integration
✅ Analytics and reporting
Pricing: NetSuite PRM offers custom pricing.
#19 Magentrix PRM
Magentrix offers customizable partner management software designed to streamline partner engagement.
With CRM integrations and a no-code interface, Magentrix simplifies managing partner networks and boosting collaboration.
Take a look at Magentrix's main features:
✅ Partner onboarding
✅ Lead distribution and management
✅ Customizable partner portals
✅ Performance tracking
✅ CRM integrations (Salesforce, HubSpot, Microsoft Dynamics)
✅ File-sharing and content management
✅ Co-branded marketing tools
✅ Partner self-registration
Pricing: The Essentials package starts at £1,000 per month, and the advance bundle costs upwards of $1200 per month, while the unlimited tier has custom pricing.
#20 360insights
360insights empowers businesses to manage and optimize channel relationships, drive engagement, and boost partner performance.
It provides channel incentives, rebates, and performance-tracking tools while aligning sales and marketing for increased partner loyalty and revenue growth.
Key features:
✅ Incentive and reward management
✅ Real-time performance tracking
✅ Partner engagement programs
✅ Channel sales and marketing alignment
✅ Rebate and MDF management
✅ Training and product knowledge
✅ Partner loyalty programs
✅ Customizable portals for collaboration
Pricing: Tailored pricing.
How to Choose the Best PRM Platform for Your Organization
It's clear that modern PRM systems are crucial for businesses looking to establish or grow their partner programs.
But how can you be sure you're choosing the very best partner relationship management tool for your business?
Here's a helpful checklist to assist professionals looking for a new PRM system:
- CRM fit – Ensure seamless integration with your existing CRM (e.g. Salesforce, HubSpot) to maintain a single source of truth.
- Partner workflows – Check if the platform supports your specific partner journey from onboarding to deal registration and performance tracking.
- Forecasting needs – Look for robust analytics that help predict partner revenue, pipeline trends, and market opportunities.
- Customization and scalability – Choose a PRM that adapts to business growth, industry, and evolving needs.
- Ease of use – Ensure an intuitive interface for both internal teams and partners.
- Automation capabilities – Streamline onboarding, lead distribution, and incentive programs with automation tools.
- Co-marketing and sales support – Evaluate features for content sharing, co-branding, and sales enablement.
- Security and compliance – Verify data protection, access controls, and compliance with relevant regulations
- Scalability - Ensure the platform can grow alongside your business.
- Partner engagement tools – Look for gamification, training modules, and communication features to boost partner participation.
- Support and implementation – Assess vendor support, onboarding assistance, and ongoing maintenance services.
There are also a number of common mistakes you'll want to avoid when investing in PRM software.
Here are some of the biggest pitfalls to avoid.
- Forcing logins – Making partners log in for every small task reduces adoption and engagement.
- Skipping engagement metrics – Not tracking partner activity and success metrics leads to missed optimization opportunities.
- Overcomplicating the platform – A complex interface discourages partners from using the system.
- Lack of CRM integration – A PRM that doesn't sync with your CRM creates data silos and inefficiencies.
- Ignoring partner needs – Choosing a PRM system without considering partners' workflows and challenges.
- Failing to automate – Manually handling onboarding, deal registration, and incentives slows down efficiency.
- Neglecting training and support – Poor onboarding and lack of guidance hinder adoption.
- Choosing price over fit – Opting for the cheapest solution often leads to limited functionality and costly migrations later.
Why Introw Stands Out as the Best PRM Software in 2025
There are several reasons Introw is the very best partner management software you can invest in this year.
First up, CRM is at the platform's core.
This deep integration enables smooth, seamless processes and keeps your CRM as your single source of truth.
Oh, and this means no separate portals, which can lead to data discrepancies and low adoption.
What's more, Introw is tailor-made for RevOps, Partner Managers, and CROs, so it knows exactly what you want from it and delivers on those fronts every time.
Indeed, fire up Introw, and you can expect real-time insights, clean data, better alignment, improved pipeline accuracy, and less manual tracking.
It also boasts super easy and customizable modular workflows, and implementation takes just minutes as it doesn't involve code.
Conclusion
Ready to invest in game-changing PRM software?
Here's a recap of the top 20 PRM tools that drive revenue and scale up:
- Introw
- Allbound
- PartnerStack
- Channeltivity
- Kiflo
- Salesforce PRM
- Zinfi
- Channel Mechanics PRM
- Impartner
- Zift Solutions
- Mindmatrix
- StructuredWeb
- Crossbeam
- PartnerPortal
- Affise
- Oracle PRM
- CSG Digital Wholesale
- NetSuite PRM
- Magentrix PRM
- 360insights
Remember — the right software simplifies co-selling, boosts forecasting accuracy, and saves ops time.
Ready to scale your partner ecosystem? Book your personalized Introw demo today.
FAQs
- What Is The Best Partner Relationship Management Software For 2025?
The best partner relationship management (PRM) software for your business will depend on your specific needs and circumstances.
But whatever you want from a partner relationship management software, it's a safe bet that Introw will deliver.
This cutting-edge, AI-powered platform is super simple to implement (think modular architecture and a no-code setup) and puts CRM at the heart of your processes.
It offers real-time pipeline visibility and forecasting, partner engagement tracking, and off-portal collaboration via Slack and email, with no logins needed.
Whatever the size of your business, there's an Introw solution for you: this software scales from 20 to 300+ partners with custom workflow.
- How Does PRM Software Support Co-Selling And Deal Registration?
PRM software streamlines co-selling and deal registration by enabling seamless collaboration between vendors and partners.
It provides a centralized platform for deal tracking, automated approvals, and conflict resolution.
Real-time insights, pipeline visibility, and structured workflows enhance partner engagement, ensuring efficient lead management and improved sales alignment.
- What makes CRM-native PRMs better than standalone tools?
CRM-native PRMs outperform standalone tools by integrating seamlessly with existing sales workflows, eliminating data silos, and providing real-time visibility into partner activities.
They enhance efficiency with unified reporting, automated deal tracking, and streamlined collaboration.
This approach ensures better direct and partner sales team alignment, improving pipeline accuracy and overall revenue growth.
- Why Is Introw The Top Choice For SaaS Partner Teams?
Introw delivers a world-class PRM experience, making it invaluable for many SaaS partner teams trying to successfully manage partner relationships and encourage successful partners.
Here are five major benefits to choosing Introw:
- CRM-first experience (this means no separate portals)
- Built for RevOps, Partner Managers, and CROs
- Real-time insights, clean data, better alignment
- Proven to reduce manual tracking, improve pipeline accuracy
- Modular workflows for resellers, MSPs, referrals, and more
Boost Partnership Revenue & Engagement in minutes
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