Introw Glossary

Rules of engagement define how internal teams and partners work together — including how deals are registered, how ownership is assigned, and how conflicts are resolved when multiple parties pursue the same account.

Introw PRM enforces rules of engagement through CRM-first deal registration, conflict alerts, and structured workflows — helping avoid confusion and maintain trust between sales and partnerships.

Example:‍

A VAR and a direct AE both target the same customer. Introw flags the conflict, alerts the partner manager, and follows pre-set rules of engagement to resolve ownership — all tracked inside Salesforce.

Compensation neutrality ensures that reps receive equal credit and commission for deals — regardless of whether they’re closed directly or through a partner. This eliminates disincentives to partner collaboration and helps reduce channel conflict.

Introw supports compensation neutrality by tracking sourced and influenced revenue inside your CRM — so RevOps can report cleanly and fairly across sales and partner motions.

Example:‍

An AE closes a partner-influenced deal. Because Introw logs the partner’s involvement in Salesforce, the AE receives full credit — encouraging more co-selling without internal friction.

A mom-and-pop shop is a small, family-owned or independently operated business. In the partner ecosystem, many subagents fall into this category — especially in telecom, cloud, and managed services.

Introw PRM empowers these smaller partners to participate fully in partner programs — making it simple to register leads and get updates, even without formal infrastructure.

Example:‍

A local IT consultant refers a customer using Introw’s email-based lead flow. The deal is tracked in Salesforce and the partner receives updates via Slack — no portal or training needed.

Subagents are referral or reseller partners that operate under a TSDs or master agent. They sell vendor solutions to end customers and can range from large regional players to small, independent businesses (often called mom-and-pop shops).

With Introw, subagents can easily register deals, collaborate on active opportunities, and stay in the loop — no login or training required.

Example:‍

A subagent working with Sandler refers a deal using a shared Introw link. It syncs to the vendor’s CRM, alerts the partner manager, and kicks off Slack-based collaboration — all without slowing the subagent down.

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Master Agent is a synonym for Technology Service Distributor (TSD). These organizations aggregate vendor offerings and manage networks of subagents who sell those solutions to end customers.

Introw PRM gives vendors and master agents a single system to collaborate, track subagent deals, and ensure visibility from top to bottom of the channel.

Example:‍

A vendor collaborates with Intelisys via Introw. Master agents and their subagents register deals, sync updates to Salesforce, and co-sell with vendor reps — all in one workflow.

Technology Service Distributors (TSD) act as intermediaries between vendors and technology resellers — like VARs, MSPs, and consultants. TDSs purchase solutions from vendors at a discount (e.g., 40%) and resell them to resellers at a smaller discount (e.g., 20%), who then sell to the end customer.

Introw allows software vendors to collaborate with both TDSs and their downstream reseller networks — all in one CRM-connected platform.‍

Example:‍

A vendor partners with TD Synnex. Through Introw, the vendor, TDS, and resellers can track deal flow, register opportunities, and stay aligned on every deal — without disconnected systems.

Marketing-in-a-box refers to pre-built, ready-to-launch marketing campaigns provided by vendors to their partners. These often include email templates, social media copy, landing pages, and other co-branded materials that help partners run demand gen with minimal lift.

Introw PRM makes it easy to distribute marketing-in-a-box kits directly through shared deal rooms or Slack — helping partners activate campaigns fast, without logging into a portal.

Example:‍

A vendor uploads a full campaign kit into Introw. A partner accesses the materials via a Slack message, personalizes them, and launches a campaign in less than a day — generating new leads with zero friction.

A trusted partner network is a curated group of vetted, high-performing partners that consistently drive value and meet strategic goals. These partners often receive special treatment, co-selling access, or early feature releases.

Introw PRM helps build and manage trusted networks by providing real-time performance data, partner scorecards, and collaborative deal rooms synced to your CRM.

Example:‍

Only trusted partners get access to early beta deals. Using Introw, the partner team filters by close rate and deal volume to invite top performers into the program — with tracking built into Salesforce.

A tiered partner program organizes partners into levels (e.g., Silver, Gold, Platinum) based on performance, engagement, or strategic alignment. Tiers often unlock additional resources, incentives, or co-selling support.

Introw PRM helps operationalize tiered programs by syncing partner data to the CRM, automating tier progression, and customizing workflows by partner level.

Example:‍

A reseller hits the Platinum tier. Introw auto-updates their status in HubSpot, unlocks a custom onboarding flow, and includes them in a co-marketing campaign — all without manual tagging.

AE collaboration refers to the coordination between account executives and partners — especially during co-selling. Clear communication, context sharing, and real-time updates are essential for closing deals faster.

Introw PRM enables seamless AE collaboration with shared deal workspaces, Slack threads, and CRM-based updates that keep everyone aligned without extra tools.

Example:‍

A partner submits a lead via Introw. The assigned AE gets a Slack notification, joins the thread, and works with the partner directly — with all updates syncing back to Salesforce automatically.

Account-based partnerships apply the principles of account-based marketing (ABM) to partner ecosystems — focusing on high-value target accounts and collaborating with partners to co-sell into them strategically.

Introw PRM supports account-based partnerships by syncing target account lists with your CRM, enabling shared co-sell spaces, and tracking partner involvement on a deal-by-deal basis.

Example:‍

A SaaS company identifies 30 strategic accounts and invites 3 partners to co-sell into them. With Introw, the partner manager tracks engagement, deal progress, and partner influence for each target.

Joint solution selling is a co-selling approach where two or more companies collaborate to sell a bundled or integrated solution that solves a broader customer problem. It requires aligned messaging, shared workflows, and CRM visibility.

Introw PRM powers joint solution selling by creating shared co-sell spaces for each partner opportunity — with real-time updates, Slack notifications, and CRM sync built in.

Example:‍

A data analytics company and a cloud infrastructure partner co-sell into enterprise accounts. Through Introw, they share pipeline updates, manage next steps, and collaborate — without needing a separate platform.

A joint marketing campaign is a co-branded initiative between your company and a partner — such as a webinar, case study, or outbound sequence — aimed at generating shared pipeline or brand awareness.

While Introw PRM isn’t a marketing automation tool, it supports joint campaigns by capturing partner-attributed leads, syncing data to your CRM, and tracking performance back to specific partners.

Example:‍

A partner runs a co-branded LinkedIn campaign. All leads go through a shared Introw registration form, are synced to Salesforce, and tagged by partner — enabling clean attribution for sourced pipeline.

Growth partnerships are strategic relationships formed with the specific goal of driving revenue, market expansion, or customer acquisition. These partnerships are designed to scale alongside your GTM strategy.

Introw PRM helps you operationalize growth partnerships by tracking sourced pipeline, deal velocity, and partner engagement — all within your CRM.

Example:‍

A SaaS company partners with a cloud migration service. Using Introw, they co-sell into shared accounts and attribute $450K in new pipeline in Q2 — making the growth partnership measurable and scalable.

The buyer journey describes the process a prospect follows from initial awareness to closed deal. In partner-led motions, it's increasingly important to understand where partners influence or accelerate this journey.

Introw PRM makes the partner’s role in the buyer journey visible by syncing all touchpoints — from referrals to co-sell collaboration — into your CRM.

Example:‍

A prospect reads a case study, gets referred by a partner, and later joins a joint webinar. Each step is logged in Salesforce via Introw, helping sales understand partner impact on the buyer journey.

Build vs. buy is the decision-making framework companies use to evaluate whether to develop a tool or process in-house or purchase a third-party solution. It’s especially relevant in RevOps and partnerships when scaling programs quickly.

Introw PRM is often chosen when teams realize that building a custom partner workflow inside their CRM is slower, costlier, and less scalable than adopting a purpose-built, CRM-native solution.

Example:‍

RevOps scopes out a custom partner form in Salesforce but estimates 8 weeks of work. They choose Introw instead, launching a no-code partner workflow in a day — with native sync and Slack automation built in.

Zaps are automated workflows built in Zapier that connect different tools — triggering actions like sending emails, updating spreadsheets, or notifying teams when certain events occur.

While Introw PRM handles most core workflows natively, it also plays well with Zapier for edge cases — letting you build lightweight Zaps to extend functionality beyond the CRM.

Example:
A team uses a Zap to log every partner-submitted lead from Introw into a shared Google Sheet for marketing. The data still flows to HubSpot, but the extra Zap supports a temporary campaign sync.

Zone-based routing assigns leads or deals to specific reps or partner managers based on geographic or industry zones. It’s commonly used in regional programs to ensure quick response times and local expertise.

Introw PRM supports zone-based routing by automatically assigning partner-submitted leads to the right internal owner based on defined rules — and syncing it to your CRM instantly.

Example:‍

A partner in EMEA submits a lead. Introw detects the region and routes the deal to the UK AE, notifies them in Slack, and updates Salesforce — no RevOps ticket needed.

Zero-touch onboarding automates the partner onboarding process — allowing new partners to sign up, get enabled, and start submitting leads without requiring manual oversight from your team.

Introw PRM enables zero-touch onboarding through customizable forms, automated workflows, and CRM-integrated engagement — helping scale your partner program without increasing headcount.

Example:‍

A new reseller signs up via a public Introw form. They’re immediately guided through onboarding steps, submit a deal, and receive Slack-based updates — all without a single manual email from the partner team.

Yield optimization is the process of maximizing the return from your partner ecosystem by improving performance across tiers, workflows, and partner types. It’s about getting more value from each partner relationship.

Introw PRM supports yield optimization by giving you visibility into partner performance metrics and automating engagement workflows — so you can focus effort where it drives the most impact.

Example:‍

A partner manager identifies that MSP partners have the highest close rate but lowest lead volume. Using Introw data, they focus enablement there — increasing total partner yield by 30% over the quarter.

Year-over-year (YoY) growth compares performance metrics — like revenue, pipeline, or partner activity — from one year to the same period the year before. It’s a key indicator of sustained progress and program maturity.

With Introw PRM, partner-sourced and influenced metrics are synced to your CRM, making it easy to track YoY growth in pipeline contribution, partner engagement, and revenue impact.

Example:‍

In Q1, the partnerships team reports a 42% YoY increase in sourced pipeline — powered by improved partner activation and tracked in real time through Introw and HubSpot dashboards.

Win-loss attribution analyzes the reasons deals are won or lost, including partner involvement, buyer objections, product fit, or competitive pressure. It helps teams refine messaging, improve training, and optimize partner strategy.

With Introw PRM, partner-related win/loss reasons can be tracked directly in your CRM — tying outcomes to partner involvement and giving partner managers actionable insights.

Example:‍

A deal is lost due to “pricing complexity,” and the partner notes it in Introw. That feedback syncs to Salesforce and is included in QBRs, helping the partner team prioritize pricing clarity in future enablement.

Workflow automation refers to the use of technology to trigger actions — like deal routing, notifications, or follow-ups — based on specific events or criteria. It helps scale partner programs while reducing manual effort.

Introw PRM supports workflow automation by syncing activity to your CRM, triggering Slack alerts, and allowing no-code setup of routing rules and partner-specific flows.

Example:‍

When a partner registers a lead through Introw, it’s auto-assigned to the right AE, a Slack notification is triggered, and the partner gets a confirmation — all without any manual steps.

White-labeled portals are branded partner interfaces that match your company’s look and feel, allowing you to deliver a cohesive experience while keeping the backend platform invisible to the user.

Introw PRM offers customizable, white-labeled deal workspaces and forms that reflect your brand — so partners feel like they're working directly with your team, even without a portal login.

Example:‍

An agency partner accesses a branded co-sell space via Introw, complete with your logo, messaging, and content. They submit deals and get updates without realizing they’re using a third-party platform.

Visibility gaps occur when partner activities — like referrals, deal progress, or engagement — aren’t tracked or accessible to internal teams. These gaps hurt forecasting, alignment, and partner accountability.

Introw PRM eliminates visibility gaps by capturing partner activity (even via email or Slack) and syncing it directly to Salesforce or HubSpot — so everyone sees the full picture.

Example:‍

Before Introw, the partnerships team had to chase partners for updates. Now, lead status, deal changes, and comms are tracked automatically — closing the visibility gap and keeping sales, RevOps, and leadership aligned.

Velocity forecasting is a sales forecasting method that uses historical deal movement speed (sales velocity) to project future revenue. It helps teams understand not just how much pipeline exists — but how fast it’s likely to close.

Introw PRM enables velocity forecasting by syncing real-time deal progression and partner source data into your CRM, helping RevOps model more accurate partner-influenced forecasts.

Example:‍

A RevOps leader notices partner-sourced deals close faster. Using Introw’s synced data, they adjust the forecast model to reflect shorter partner-led sales cycles — improving prediction accuracy.

Value realization is the process of ensuring that both your company and your partners achieve measurable business outcomes from a partnership — like revenue growth, faster sales cycles, or improved win rates.

Introw PRM makes value realization trackable by tying partner engagement and performance data directly to pipeline and revenue metrics in your CRM.

Example:‍

A CRO wants to validate a new partner tiering strategy. With Introw, they measure sourced pipeline, deal velocity, and close rate improvements post-rollout — proving value realized from the program change.

Vertical partnerships are strategic relationships focused on a specific industry or market segment — like legal tech, healthcare, or manufacturing. These partners bring domain expertise, credibility, and pre-aligned customer needs.

Introw PRM supports vertical partnerships by allowing partner segmentation, tailored onboarding flows, and deal tracking — all customizable by vertical within your CRM.

Example:‍

An EdTech company works with partners focused solely on K–12 schools. With Introw, they create a vertical-specific lead form and enablement flow, giving education partners a tailored experience that boosts activation.

Upstream partners are companies that offer complementary products or platforms that your solution integrates with or builds on. These partners can unlock access to new markets and create co-selling or bundling opportunities.

Introw PRM helps manage upstream partner collaboration through shared pipeline tracking, Slack/email-based communication, and CRM-native deal registration.

Example:‍

A SaaS startup integrates with a large cloud provider — an upstream partner. With Introw, the team tracks joint deals tied to that integration and shares pipeline updates without switching tools.

Unified reporting consolidates data across teams, partners, and tools into a single, centralized view. It helps eliminate silos and gives leadership clear insights into pipeline, performance, and revenue.

Introw PRM brings partner data into your CRM, enabling unified reporting alongside direct sales metrics — no need to stitch together multiple spreadsheets or dashboards.

Example:‍

During a board meeting, the CRO uses a single Salesforce dashboard — powered by Introw — to show both partner-sourced and direct pipeline performance for Q3, without separate reports.

User-based permissions control what different users can see and do within a system based on their role, access level, or partner type. They're essential for maintaining data security and customizing partner experiences at scale.

Introw PRM supports user-based permissions so you can tailor what each partner or internal user sees — whether it’s specific deal data, content, or workflows — all managed from within your CRM-connected environment.

Example:‍

A referral partner sees only their own submitted deals, while a strategic partner gets access to co-sell workspaces. Introw applies these permissions automatically, based on partner type and tier.

Strategic alliances are high-impact partnerships between companies that go beyond transactions — involving joint go-to-market efforts, product integrations, or shared revenue goals. These require deep alignment and ongoing collaboration.

Introw PRM supports strategic alliances by enabling joint pipelines, co-sell workflows, and real-time reporting — helping both sides stay coordinated and accountable.

Example:‍

A SaaS company partners with a major cloud platform. Through Introw, they track joint deals, share notes, and sync progress to Salesforce — ensuring the alliance stays focused and productive.

Sales velocity measures how quickly deals move through your pipeline, factoring in number of deals, average deal size, win rate, and length of sales cycle. It's a key metric for partner and sales efficiency.

Introw PRM improves sales velocity by enabling faster lead routing, easier partner collaboration, and real-time deal visibility — all within your CRM.

Example:‍

Deals submitted through Introw close 20% faster than average. The partner manager highlights this in QBRs to show how partner-led motions shorten sales cycles and improve velocity.

Sourced vs. influenced distinguishes how a partner contributes to a deal. “Sourced” means the partner originated the lead; “influenced” means they impacted progression or close without originating it. Both are critical for partner attribution.

Introw PRM tracks both sourced and influenced contributions directly in the CRM — giving partner and RevOps teams accurate insight into partner-driven revenue.

Example:‍

A partner introduces a net-new prospect (sourced) and later provides technical validation on another open deal (influenced). Both actions are tagged in Salesforce through Introw, contributing to accurate partner performance reporting.

Salesforce integration connects partner tools directly to Salesforce, allowing real-time syncing of leads, deals, contacts, and activity. It ensures partner-sourced and influenced pipeline is tracked within your primary system of record.

Introw PRM offers a native Salesforce integration that automatically syncs partner activity, submissions, and updates — giving RevOps and partner teams complete visibility, without manual work.

Example:‍

A partner registers a deal via Introw. It’s instantly created as a Salesforce opportunity, tagged as partner-sourced, and assigned to an AE — enabling seamless follow-up and pipeline tracking.

Reseller agreements are formal contracts that define the terms under which a partner can resell your product — including pricing, territory, support, and responsibilities. They’re foundational for scaling indirect revenue.

While Introw PRM doesn’t manage legal contracts, it supports reseller workflows by tracking lead registration, deal progression, and performance — all linked to the CRM.

Example:‍

A VAR signs a reseller agreement and begins registering deals. Introw logs each opportunity, tracks status, and feeds data back into Salesforce — giving the partner manager real-time visibility into the agreement’s impact.

Referral partners are individuals or companies who refer qualified leads to your business — often in exchange for commission or other incentives. They're common in SaaS and services ecosystems due to low overhead and high intent leads.

Introw PRM makes it easy for referral partners to register leads via shared forms or email, while syncing all activity to the CRM and alerting your sales team instantly.

Example:‍

A freelance consultant refers a client through Introw. The lead is logged in HubSpot, the partner is notified of status via Slack, and the AE closes the deal within two weeks — with full attribution in place.

RevOps automation refers to the use of systems and workflows to eliminate manual tasks across revenue operations — like lead routing, deal syncing, and reporting. It improves data quality, speed, and team alignment.

Introw PRM supports RevOps automation by syncing partner-submitted deals to CRM objects, triggering alerts, and tracking activity — no duplicate entry, no missed steps.

Example:‍

A partner submits a lead through Introw. It’s automatically matched to an account, routed to the correct AE, and added to the pipeline report — all without manual RevOps intervention.

Revenue attribution is the practice of identifying which activities, teams, or partners contributed to a closed deal — and assigning credit accordingly. It’s critical for measuring ROI across GTM motions, including partner-sourced or influenced revenue.

Introw PRM tags and syncs partner-attributed revenue directly into your CRM, so RevOps and CROs get full visibility into what partners are driving real business outcomes.

Example:‍

A $300K deal closes with support from a referral partner. With Introw, the partner’s involvement is logged and the revenue attributed to the partnerships team in Salesforce — making it visible in leadership reporting.

A qualified partner is one that meets your predefined criteria for collaboration — such as vertical focus, ICP fit, technical expertise, or past performance. Qualification ensures you’re investing in partners who can deliver results.

With Introw PRM, you can track partner profiles, activity, and performance data to identify and prioritize your most qualified partners — all within your CRM.

Example:‍

After reviewing deal data in Introw, a partner manager identifies three qualified partners based on close rate and sourced revenue. They’re flagged for co-marketing opportunities and added to the strategic tier for Q4.

Quota attribution is the process of assigning credit toward a sales or partnership quota based on who sourced, influenced, or closed a deal. In partner programs, clear attribution ensures fair credit and accurate performance tracking.

Introw PRM supports quota attribution by tagging sourced and influenced deals in the CRM — giving RevOps and leadership a single source of truth for measuring partner impact.

Example:‍

A partner-sourced deal closes for $120K. Introw logs the partner's contribution and attributes the revenue to the partnership team’s quota — visible in HubSpot reporting and CRO dashboards.

A Quarterly Business Review (QBR) is a structured meeting between a company and its partners (or customers) to review past performance, discuss goals, and align on next steps. QBRs are key to maintaining strategic alignment and uncovering growth opportunities.

Introw PRM makes QBR prep easy by centralizing partner activity, pipeline data, and performance metrics inside your CRM — no slide decks or scattered spreadsheets required.

Example:‍

Ahead of a QBR with a top-tier VAR, the partner manager opens Introw to pull partner-sourced pipeline, deal velocity, and close rates — all auto-synced from Salesforce and ready to review in minutes.

Partner tiering is the process of grouping partners into levels (e.g., Silver, Gold, Platinum) based on performance, engagement, or strategic value. It’s a common way to scale programs and offer tier-based benefits.

With Introw PRM, teams can configure tier logic, assign workflows by tier, and track tier progression — all visible and synced in the CRM.

Example:‍

A partner hits the threshold for Gold tier — 3 closed deals and $250K sourced. Introw updates their tier, unlocks new enablement resources, and flags them for QBR scheduling in Salesforce.

A partner scorecard is a framework used to evaluate partner performance based on metrics like deal volume, conversion rate, sourced pipeline, and responsiveness. It helps teams prioritize support and investment in the right partners.

Introw PRM surfaces live scorecards synced to your CRM — giving partner managers a real-time view of each partner’s performance without manual tracking.

Example:‍

At quarter’s end, a partner manager filters Introw to view partners with high close rates but low sourced volume — identifying who needs more enablement vs. who’s ready for co-marketing.

Partner sourced pipeline refers to opportunities that originate directly from a partner — typically via referrals, deal registration, or joint selling efforts. It’s a key metric for measuring partner program impact and forecasting revenue.

Introw PRM automatically tags sourced deals in your CRM, tracks attribution, and helps partner managers and CROs measure how much pipeline each partner is generating.

Example:‍

A partner submits a $200K deal through Introw. It’s instantly tagged as partner-sourced in Salesforce and pulled into pipeline reports — giving RevOps full visibility into partner-driven impact.

Partner recruitment is the process of identifying, attracting, and onboarding new partners into your ecosystem. Effective recruitment focuses on fit, potential impact, and long-term value.

Introw PRM makes recruitment easier with public lead forms, automated onboarding flows, and CRM-tracked engagement from day one.

Example:‍

A cybersecurity company launches a landing page for new partners. When an MSP signs up, Introw kicks off an onboarding workflow and adds them to HubSpot — fully visible to the partner team in real time.

A partner co-sell motion is a structured approach to collaborating with partners on shared deals — from account mapping to joint calls to deal closure. It requires tight coordination across teams.

Introw PRM powers co-sell motions with shared deal rooms, auto-synced updates, and visibility for both sides — without switching tools or losing data.

Example:‍

An AE and a services partner team up on a complex deal. Using Introw, they share notes, align on next steps, and track progress — with updates syncing to Salesforce and keeping RevOps informed.

Partner Experience (PX) refers to how easy, intuitive, and valuable it is for partners to work with your company. A great PX drives engagement, loyalty, and performance — a poor one limits program growth.

Introw PRM is built for modern PX: no logins required, CRM-connected workflows, Slack/email collaboration, and personalized deal spaces for every partner.

Example:‍

A partner logs zero portal visits last quarter. After switching to Introw, they submit deals via email, collaborate in Slack, and stay active weekly — because the experience meets them where they are.

Partner enablement is the process of equipping partners with the knowledge, tools, and resources they need to effectively sell and support your solution. It’s critical for activation and performance.

Introw PRM delivers enablement content inside partner workflows — not buried in portals — making it easy to access, share, and track usage directly in the CRM.

Example:‍

Before launching a new product, a partner manager uploads a playbook into Introw. Partners receive the update via Slack, view it in their co-sell workspace, and use it to close two deals that month.

Partner influence attribution is the practice of recognizing when a partner played a role in progressing or closing a deal, even if they didn’t source it. It helps teams credit true partner impact and justify investment.

Introw PRM tracks partner touches — like introductions, insights, or co-selling — and connects them to CRM deals for accurate influence attribution.

Example:‍

A deal was already in pipeline, but a partner introduced the buyer to the AE and helped remove objections. With Introw, that influence is logged in Salesforce and attributed correctly — showing the partner’s impact.

A partner portal is a centralized online hub where partners can access enablement content, register deals, and manage collaboration. While portals can be valuable for structured partner programs, many struggle with low adoption due to login fatigue and fragmented experiences.

Introw PRM offers an off-portal alternative — giving partners the ability to submit leads, collaborate, and stay updated via Slack, email, or shared deal workspaces — all seamlessly synced to your CRM.

Example:‍

A reseller prefers email over logging into a portal. With Introw, they register a lead via a shared link, receive updates through Slack, and collaborate with the AE — while all activity syncs directly to Salesforce.

A key stakeholder map visualizes the decision-makers, influencers, and blockers within a target account or partner org. It helps partner and sales teams navigate relationships, align messaging, and accelerate deal cycles.

Introw PRM supports stakeholder mapping by integrating account-level context into each deal, so partner teams can track who’s involved and who’s influencing the outcome.

Example:‍

While co-selling a deal, a partner tags three key roles: VP IT (decision-maker), RevOps manager (influencer), and finance lead (blocker). With stakeholder data synced to Salesforce via Introw, the AE adjusts messaging to each role — boosting close rates.

Partner lifecycle management is the end-to-end process of recruiting, onboarding, enabling, and optimizing partnerships over time. It ensures each partner progresses through key stages with clear goals and accountability.

Introw PRM supports lifecycle management by giving partner teams tools to customize onboarding, track engagement, and measure performance — all from within the CRM.

Example:‍

A new tech partner starts in an onboarding stage. As they submit leads, close deals, and engage in QBRs, Introw automatically tracks their lifecycle progression, helping the partner manager trigger the right enablement at the right time.

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An outreach strategy defines how your team engages with partners or prospects — including cadence, messaging, and channels (like email, LinkedIn, or Slack). For partner teams, strong outreach drives engagement, deal flow, and co-sell velocity.

Introw PRM enhances outreach by auto-notifying partners about deal updates, nudging internal teams via Slack, and syncing all activity to the CRM — no extra tools required.

Example:

‍A partner manager sees stalled deals in EMEA. Using Introw, she auto-triggers Slack nudges to AEs and emails to partners with status updates — reigniting conversations and moving three deals forward that week.

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OKR alignment means syncing your partnerships strategy to your company’s broader Objectives and Key Results (OKRs). This ensures partner-sourced pipeline, revenue contribution, and engagement are driving top-level goals — not operating in a silo.

With Introw PRM, partner performance data connects directly to your CRM, making it easier to align with org-wide OKRs and report on outcomes that matter.

Example:

‍A company OKR is to increase sourced pipeline by 20%. The partnerships team uses Introw to track partner-generated leads and report progress weekly — keeping leadership in the loop with CRM-native dashboards.

An onboarding workflow is the structured set of steps a partner follows after joining your program — such as completing a profile, accessing content, and registering their first deal. Smooth onboarding sets the tone for activation and long-term success.

Introw PRM helps partner managers build simple, no-code onboarding flows that guide new partners through required steps — with progress tracked and synced to the CRM.

Example:

‍A new referral partner signs up through a form. With Introw, they’re automatically guided to complete onboarding steps via email, submit their first lead, and get introduced to their partner manager — all without portal friction.

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Opportunity sharing is the process of giving partners access to sales opportunities where they can add value — whether through referrals, services, or co-selling support. It helps drive collaboration and expand pipeline through shared visibility.

With Introw PRM, partners can view and engage with shared opportunities via email or Slack — no login required — while all updates sync back to your CRM automatically.

Example:

‍A channel manager shares a stalled deal with a partner who has the customer’s trust. The partner adds intel via Slack, the AE adjusts the pitch, and the updated opportunity progresses — all tracked in Salesforce through Introw.

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No-code configurations allow teams to build and adjust workflows, forms, and partner experiences without needing engineering resources. It’s a scalable way to tailor GTM motions at speed.

Introw PRM offers no-code tools to customize lead forms, partner types, mutual action plans, and more — so RevOps and partner teams can iterate quickly as programs grow.

Example:

‍A RevOps lead needs a new lead routing rule for EMEA partners. Instead of submitting a Jira ticket, she updates the logic inside Introw’s no-code builder — syncing the change instantly to Salesforce.

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A named partner manager is a dedicated team member assigned to manage the relationship with a specific partner or set of partners. This high-touch approach improves accountability, responsiveness, and revenue outcomes.

Introw PRM enables named partner managers to personalize experiences, track shared pipeline, and collaborate via Slack or email — all while syncing everything to the CRM.

Example:

‍One partner manager owns five strategic partners. With Introw, she customizes co-sell workspaces, shares enablement content, and tracks deal progress — giving each partner a VIP experience without extra overhead.

Nurture cadence is the structured sequence and timing of touchpoints (emails, calls, content) used to build engagement with a prospect or partner over time. It’s critical for warming up leads and maintaining momentum in longer sales cycles.

Introw PRM fits into your nurture cadence by syncing partner activity to your CRM, enabling timely follow-ups, automated alerts, and Slack nudges based on deal stage or inactivity.

Example:

‍A RevOps manager builds a 3-week nurture cadence for partner-sourced leads. With Introw triggering alerts for untouched deals, AEs are nudged in Slack after 3 days of inactivity — helping keep engagement consistent and velocity high.

Net-new pipeline refers to sales opportunities that are newly created and weren’t previously in your CRM or existing funnel. In a partner context, it represents fresh revenue potential brought in by partners — not recycled or pre-existing deals.

With Introw PRM, net-new pipeline is easy to track, tag, and report — every submitted deal is auto-synced to your CRM and flagged as net-new, partner-sourced, or influenced.

Example:

‍A partner submits five leads through Introw. None existed in Salesforce before, so they’re tagged as net-new. The CRO views a dashboard showing $280K in net-new partner pipeline added this month — clear ROI, no spreadsheet needed.

“Metrics that matter” refers to the KPIs that actually reflect business impact — like partner-sourced pipeline, lead-to-close rate, or forecast accuracy — versus vanity metrics like portal logins or email opens.

With Introw PRM, you get visibility into metrics that matter most: how partners influence revenue, accelerate deals, and align with strategic goals — all inside your CRM.

Example:

‍Instead of tracking content clicks, a CRO uses Introw to report on partner-influenced pipeline conversion and sourced revenue per partner type — enabling smarter investment decisions for the next quarter.

Multi-partner selling is when multiple partners collaborate on a single deal — such as a tech partner, reseller, and services provider combining forces. While powerful, it requires tight coordination across teams.

Introw PRM supports multi-partner selling by enabling shared deal workspaces, aligned messaging, and synced CRM tracking — so everyone knows who’s doing what, and when.

Example:

‍A cloud provider teams up with an MSP and a data integration partner. Using Introw, all three partners collaborate on the same opportunity, update progress, and share notes — while the partner manager sees a complete view in Salesforce.

Market Development Funds are budgets allocated to partners to support co-marketing, events, or demand gen campaigns. MDF programs are a key lever in channel growth, but they often lack visibility and tracking.

Introw PRM makes MDF easy to manage by giving partners a simple way to request, track, and report on funds — all connected to CRM data and partner performance metrics.

Example:

‍A VAR partner runs a joint webinar. They submit an MDF request via Introw, get approval, and later attach results (leads, registrations) — all of which syncs to their partner profile in HubSpot for attribution.

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A mutual action plan (MAP) is a shared document between a partner and your team that outlines the key milestones, responsibilities, and timeline to close a deal or achieve a strategic goal. It creates accountability and helps drive alignment across both sides.

With Introw PRM, you can build and track MAPs inside partner deal workspaces — directly linked to your CRM and easily updated by either side, no login required.

Example:

‍A partner and AE agree on a MAP for a six-figure deal. Key steps — like security review and legal sign-off — are outlined in Introw, with progress updates synced to Salesforce and shared via Slack, keeping everyone on track.

Knowledge transfer is the structured sharing of critical information — like product updates, messaging, or playbooks — between internal teams and partners. It’s essential for partner enablement and for ensuring consistent execution in the field.

Introw PRM streamlines knowledge transfer by embedding enablement content, messaging, and updates into partner workflows — accessible via Slack, email, or inside their shared deal space.

Example:‍

A new pricing rollout goes live. Instead of emailing PDFs, the partner manager shares a quick update through Introw, which notifies all partners in Slack and syncs the new pricing doc to every open deal — instantly.

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Key partner accounts are high-value partners that contribute significantly to revenue or strategic goals. They often receive special programs, enablement resources, or co-marketing efforts to drive mutual success.

In Introw PRM, you can segment and customize experiences for key partner accounts — from tailored portals to co-sell workspaces and performance reporting.

Example:

‍A marketing tech company designates three global agencies as key partners. With Introw, each gets a white-labeled portal with custom lead forms, deal tracking, and Slack-based collaboration — supporting deeper engagement and faster activation.

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KPI alignment is the process of ensuring all teams — including sales, partnerships, and RevOps — are working toward shared key performance indicators. In a partner-led GTM, it’s especially important to align KPIs like partner-sourced pipeline, influenced revenue, and partner activation.

Introw PRM helps teams align on KPIs by tracking partner performance, deal progression, and revenue impact directly within your CRM.

Example:

‍A CRO and Head of Partnerships align on a quarterly goal: $1M in partner-sourced pipeline. With Introw, every registered deal is auto-tagged and synced to Salesforce, allowing real-time tracking against the KPI without manual updates.

The handoff process is the structured transition of leads, accounts, or deals between teams — often from marketing to sales, or from a partner to an AE. A smooth handoff is essential to avoid dropped balls and ensure buyer continuity.

With Introw PRM, partner-submitted leads flow directly into your CRM with assigned owners and contextual notes, making partner-to-sales handoffs effortless and trackable.

Example:

‍A reseller submits a lead through Introw. It lands in Salesforce assigned to the right AE, complete with partner notes and a shared Slack thread. The AE follows up within hours, closing the loop and accelerating time-to-pipeline.

High-touch partners are strategic or top-tier partners who require more frequent, personalized engagement — such as joint planning, co-selling, or custom enablement. They typically generate significant revenue and have deeper integration with your GTM motion.

Introw PRM makes high-touch partner collaboration seamless with white-labeled deal rooms, Slack/email-based updates, and CRM-integrated workflows that don’t require login friction.

Example:

‍A cybersecurity firm works closely with five MSSP partners. Using Introw, each partner gets a personalized co-sell workspace tied to Salesforce, allowing the partner manager to guide deals, share content, and track progress — all in real time.

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A HubSpot integration allows partner and sales tools to connect directly with HubSpot CRM, enabling real-time syncing of contacts, deals, and activities. For partner teams, it ensures that partner-driven pipeline and engagement data flows seamlessly into existing GTM systems.

Introw PRM offers a native HubSpot integration that auto-syncs partner submissions, updates, and deal progress — so your data stays clean and your team stays aligned.

Example:

‍A partner submits a lead via Introw’s registration form. It’s instantly synced to HubSpot as a new deal, tagged by partner, and assigned to the right rep — with no manual entry, no missed follow-up, and full visibility across RevOps and sales.

A field partner manager is a channel or alliances professional who works directly with partners in the field — driving enablement, co-selling, and revenue generation. They often manage high-touch relationships and are responsible for regional or segment-specific success.

Introw PRM supports field partner managers by streamlining collaboration, lead sharing, and pipeline visibility — all without requiring partners to log into a portal.

Example:

‍A field partner manager covering the West Coast collaborates with three strategic resellers. Using Introw, she receives partner-submitted leads via email, tracks progress in Salesforce, and keeps communication flowing via Slack — all in one streamlined workflow.

Funnel attribution tracks which channels, campaigns, or partners contribute to moving a lead through each stage of the sales funnel. It’s essential for understanding how value is generated and where to double down in your go-to-market strategy.

Introw PRM attributes partner influence directly inside your CRM, showing how partner touches impact lead conversion, deal velocity, and revenue outcomes.

Example:

‍A lead first engages via a content campaign, then gets influenced by a partner intro. With Introw, both touchpoints are logged in HubSpot, showing the partner’s influence on deal progression and helping justify partner-sourced credit in the final report.

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Functional alignment is the coordination of goals, data, and processes across departments like sales, marketing, partnerships, and RevOps. It ensures that all teams are driving toward shared outcomes — especially critical in cross-functional motions like partner-sourced revenue and co-selling.

Introw PRM helps foster functional alignment by embedding partner workflows directly into your CRM, so everyone from sales to RevOps sees the same data and stays on the same page.

Example:

‍A CRO, Head of Partnerships, and RevOps lead meet to review pipeline. With Introw syncing partner deals into Salesforce, all three teams are aligned on stage, source, and forecast — enabling a unified QBR discussion and faster decision-making.

Forecast accuracy measures how closely your predicted revenue outcomes match actual results. It’s a key performance indicator in both sales and partner programs, helping teams assess the reliability of their pipeline and adjust strategies accordingly.

In Introw PRM, forecast accuracy improves through real-time CRM sync and partner deal tracking — ensuring partner-attributed pipeline is visible, current, and always tied to actual revenue data.

Example:

‍A partner manager forecasts $500K in Q2 revenue from MSP partners. Using Introw, deals are tracked in Salesforce in real time, showing actuals of $510K — a 98% forecast accuracy. This tight feedback loop builds trust with leadership and drives better decision-making.

A target account list is a focused selection of high-value companies that sales and marketing teams prioritize. It plays a key role in Account-Based Marketing (ABM) by helping businesses concentrate on the most promising accounts.

In tools like Introw PRM you can build target account lists for your B2B partners, making it easier for them to focus their efforts on the right accounts. 

Example:


A target account list for a SaaS project management tool could include companies like "Tech Innovators Inc." (200 employees, $30M revenue) and "Global Marketing Agency" (150 employees, $40M revenue), both of which have shown interest by downloading whitepapers and would benefit from integrations with Slack and Google Workspace.

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Deal registration is where a reseller, partner, or salesperson puts a potential sales opportunity into a
digital partner portal.

Deal registration is facilitated by Introw to prevent channel conflict.
Partners can simply share or register leads by entering deal information through a
flexible form in the partner portal; it could be as simple as contact information or an account with the vendor.

Lead distribution is the process of assigning potential customers, or leads, to the most appropriate sales representative,
team, or partner. It involves forwarding inbound leads to ensure they are handled by the right person based on factors like expertise, territory, or priority.
Introw makes lead distribution easy by quickly and efficiently sharing with the right people (partners or sales teams).
By registering leads, syncing them with your CRM, and providing automatic updates, it helps direct the leads to the
right resource for follow-up, all while ensuring that no opportunity is missed or overlooked.

A collaborative strategy developed between brands, retailers, or business partners to align on short- and
long-term goals aimed at improving marketing, sales, and overall business success.
It’s designed to build stronger relationships by defining shared objectives, measurable outcomes, and action plans.

The plan includes clear strategies for execution, go-to-market plans, target account lists, and SWOT analysis,
ensuring both parties are focused on the right tactics to drive growth.

Indirect sales refers to selling products or services through third parties, such as partners, resellers, distributors, or affiliates,
rather than directly to the end customer. In this model, the third party helps to promote, sell, or distribute the product,
often earning a commission or fee for their efforts.

Introw offers a unified platform to manage indirect sales by making it easier for companies to work with these
third parties by integrating with existing sales tools like HubSpot. Introw ensures seamless data synchronization
and real-time updates, allowing sales teams to identify and act on opportunities more effectively.

Indirect distribution is a method of selling products or services where intermediaries handle the distribution,
from wholesalers to retailers, who then sell to the final customer, rather than directly from the company.
In this model, businesses work with external channels to get their products into the hands of end consumers.

Companies benefit from broader market access without the need to set up their own direct sales force.

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A go-to-market (GTM) strategy is a plan that outlines the who, what, and where of launching or expanding an existing product into a new market.
It outlines the actions, resources, and timeline needed to reach the target audience and achieve specific business goals such as revenue targets, market penetration, or brand awareness.

Engagement tracking helps businesses monitor and analyze how users interact with content, platforms, and communications.

Introw tracks partner engagement by monitoring key interactions such as logins, content downloads, and platform usage.
These insights help businesses understand partner activity levels, optimize enablement strategies, and strengthen collaboration.

Enablement content is the strategic information and resources designed to empower sales teams,
partners, and customers to engage effectively, convert prospects, and drive business success.
In today’s digital HQ era, content enablement is more than just providing materials—it’s about delivering the right
content at the right time to support seamless collaboration, informed decision-making, and customer-centric engagement.

A partner ecosystem is a network of organizations—including vendors, distributors, resellers,
and technology providers—that collaborate to create value for each other and their customers.

These partnerships drive innovation, efficiency, and market expansion,
enabling businesses to deliver integrated solutions that meet evolving customer needs.

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A distributor (or distributor partner) is a business that serves as an intermediary between vendors and resellers,
ensuring products move efficiently from manufacturers to the market.
Distributors buy products or product lines, warehouse them, and resell them to retailers, resellers, or even directly to end customers.

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Customer Acquisition Cost or CAC estimates the cost incurred by an organization to gain new customers.
In SaaS organizations, CAC is a crucial metric that indicates the cost on average that the organization incurs to convert a prospect into a paying customer.

It includes costs such as advertisement, content marketing, SEO, and branding.
Sales efforts such as salaries, commission, CRM solutions and even acquisition costs such as discounts and incentives for onboarding.

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Co-selling is a b2b partnership with a sales-driven approach in which two
or more companies work together to position and sell integrated or complementary solutions to a common customer base. Introw simplifies co-selling by making it seamless to collaborate with partners on a single deal. With a shared collaboration view and mutual action plans, everyone stays aligned. Plus, partners receive automatic Slack messages and emails, ensuring smooth communication and no missed updates.

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Co-marketing, also known as collaborative or partner marketing.

It is a strategic approach where two or more brands or organizations expand their reach
by pooling resources, expertise, and audiences to promote their products or services.

The core of successful co-marketing lies in aligning unique selling points and understanding
shared values between the brands. By working together, companies can create compelling joint campaigns,
cross-promotions, or bundled offers, enhancing the value for both brands and their audiences.

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A commission plan is the method by which a firm compensates its salespeople or channel partners for selling.
It usually entails paying a percentage of revenue or profit on each sale, encouraging salespeople to sell more.
Introw enables users to create custom commission plans, allowing partners to see their commissions transparently. This could help drive engagement and trust among partners while ensuring clear incentive structures.

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Channel sales is a B2B sales strategy where a parent company sells its products or services
through third-party partners rather than directly to customers.
This indirect sales model, also known as partner sales, allows businesses to expand
their reach by leveraging the resources, expertise, and networks of channel partners like resellers, distributors, and affiliates.
By using channel sales, companies can access new markets, increase their sales volume,
and scale more efficiently without heavily investing in direct sales efforts.

A channel partner is a standalone company that collaborates with another company to sell and market its product or service through indirect channels.

It is a sales model in which a company collaborates with another company to sell and distribute its products, thus expanding its reach beyond direct sales.

Channel partners can be resellers, distributors, or affiliates, and they can be rewarded with incentives like commissions or discounts for their service.

Introw helps channel partners by making marketing material readily accessible, monitoring performance,
and enabling real-time communication. It also helps in incentive management and offers training materials to
maximize the effectiveness of sales. This leads to increased cooperation and improved sales results.

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Channel management is overseeing and coordinating various sales and distribution channels to optimize a company's reach.

It’s about finding the right marketing techniques and sales strategies to connect with
target customers and deliver products or services effectively. This includes choosing the most suitable communication
methods and ensuring that each channel contributes to overall marketing goals.

Introw helps with channel management by improving communication, tracking performance, and supporting collaboration.
It enables businesses to manage partner relationships, incentives, and training more effectively. This leads to better sales and greater reach.

Channel conflict arises in sales environments where both direct sales teams and channel partners are active, and they end up competing for the same customers or deals. This friction can lead to lost revenue, reduced partner trust, and internal misalignment.

Types of Channel Conflict:

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• Vertical conflict: Between different levels — e.g., a direct sales team competing with a partner for the same deal.
• Horizontal conflict: Between partners at the same level — like two VARs targeting the same account or region.

To mitigate channel conflict, companies need clear rules of engagement, well-defined account ownership, and compensation structures that support collaboration.

Introw PRM includes built-in conflict detection — ensuring partner and sales teams are always aware of overlapping deals and can address issues early through CRM visibility.

Example:
A direct AE and a partner both pursue the same customer. With Introw, the partnership team is alerted automatically, reviews deal overlap in Salesforce, and works with both parties to resolve it before tension builds.

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A B2B alliance is a close strategic relationship between a company and other firms, organizations,
or individuals, whereby the objective is to partner and join together to achieve mutual benefits.

These alliances usually involve the exchange of resources, knowledge, or services to
enhance each company's operations, products, or services.

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The visual representation of who key people are within a target company and how they are connected.
Account mapping involves identifying key decision-makers and stakeholders within a target account,
understanding how they are connected, and recognizing their specific challenges and needs.

Introw provides a centralized account view, where all stakeholders, departments, and decision-makers
within a target account are mapped out. This ensures that sales teams and partners can quickly identify whohas which account and who to target within the organization.

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A performance-based marketing strategy, when an affiliate (an influencer, blogger, or business that partners with a company) promotes
another company's products or services and earns a commission for every sale or lead generated through their marketing efforts.

Introw helps businesses effectively manage their affiliate partners by simplifying
the process of tracking, communicating, and collaborating with affiliates.

Deal registration is a process where a reseller, distributor, or partner registers a sales opportunity with a
vendor to gain exclusive rights, pricing advantages, or additional support for closing the deal.
It is commonly used in channel sales programs to incentivize partners and prevent deal conflicts. Introw's deal registration offers a fully automated flow between PRM and CRM, eliminating manual work. Partners can log deals without needing an Introw account by using a public link,
making the process seamless. They can also create forms via a URL, streamlining deal submissions.

Attribution modeling is a business methodology for understanding how different marketing and sales touchpoints contribute to customer conversions. It goes beyond simple lead source tracking by analyzing the complex interplay of interactions across multiple channels, such as website visits, email campaigns, social media engagement and sales calls. By leveraging data analytics and advanced algorithms, attribution models provide insights into the true value of each touchpoint in the customer journey, enabling businesses to optimize marketing spend, refine sales strategies and improve overall return on investment. Typically these touchpoints are captured and monitored in the CRM. 

Introw PRM automates partner attribution, allowing partnership managers to track and measure the impact of partner-driven touchpoints throughout the customer journey. Introw integrates deeply with HubSpot & Salesforce in order to attribute partner revenue automatically in your CRM. 

Example:


In a SaaS context, attribution modeling might show that a partner's referral email (50%) and a sales demo (50%) contributed equally to a $10,000 deal.

Account-based marketing (ABM) is a strategic approach to B2B marketing that focuses on targeting high-value accounts. Instead of casting a wide net, ABM tailors marketing and sales efforts to the specific needs and interests of each individual account. This personalized approach involves a deep understanding of each target account's business challenges, decision-makers and buying processes. By aligning marketing and sales teams, ABM leverages a combination of targeted advertising, personalized content and direct outreach to build strong relationships and drive meaningful engagement with key accounts.

In tools like Introw PRM you can build target account lists for your partners, making it easier for them to focus their ABM efforts on the right opportunities.

Example:

Creating personalised LinkedIn ads which are only visible to specific ABM target accounts.