When a partner or campaign that is meant to help a company ends up taking away their source of traffic or leads. For example, if a partner bids on the same keywords as a company's marketing team —essentially driving up the bidding price and competing for the same finite set of leads. Ideally, you want your partners to expand your audience instead of targeting the sections of your audience that you already have access to.

More Partnership terms beginning with
Channel partner program

[chan-l pahrt-ner proh-gram]


A business initiative that drives revenue through established distribution partnerships rather than direct sales and marketing. Channel partnership programs are common in a wide variety of industries, including software-as-a-service (SaaS). Companies love channel partnership programs because they’re often a more efficient way to drive revenue than traditional sales and marketing tactics. Since partners are tasked with finding leads, referrals, and/or sales, company employees don’t have to generate these valuable business outcomes directly themselves. They simply have to enable partners to be successful.

Channel partnership programs have many benefits. In addition to being a more efficient source of growth, partnerships often help companies access new audiences through their partners. For example, a software company may have great traction finding new customers through paid search ads. But if they partner with an agency that has a roster of clients who are not as digitally savvy (and thus may not find the software company via Google), the company can access a new audience that they previously would not have been able to reach. What’s more, agencies often have built deeply trusting relationships with their clients, so a recommendation from the agency means prospective clients will be primed to trust the software company more.

Example: Rivka drove 45% Acme Corp’s FY2022 revenue through her channel partner program.

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Customer advocate

A satisfied customer who vocally supports a product and helps market the product to their peers.

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