An agency partner is a powerful partner, typically an agency who either send you leads or closes business on your behalf. They may also run a client's program on your software and charge them for services. Agency partnerships can increase marketing reach and earn additional referral revenue. They can help you reach new potential clients and add more value for current clients. They may also collect payments and maintain customer relationships on your behalf.
Agency partners work within the same industry between companies with aligned values and goals and they can provide significant improvement on ROI for businesses that utilize them.
Also see: Value added resellers (VARs).
Example: Louis was up to his elbows with current customers and didn't have time to source new leads, so he signed with an agency partner who found him new customers, nurtured his current relationships, and took over some marketing and payment efforts. Louis saw a positive impact on his revenue, and he decided to work even more closely with his agency partner for more efforts in the future.
Affiliate partners are partnerships that drive traffic to your properties through tracked links and earn a cut when that traffic converts. Affiliate partners are a subset of marketing partners.
An affiliate partner can be a business, an individual, or another affiliate program. Affiliate partnerships can expand your company's reach and increase revenue through increased exposure and marketing reach.