Partnerships Glossary
Your guide to partner program terminology and concepts. Clear definitions and explanations for all the key terms you need to know.
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What is Deal Flow? Deal flow refers to the rate at which a company or an investor receives business proposals or investment opportunities. For a venture capital firm, a healthy deal flow means they are seeing a steady stream of pitches from promising startups. In a partner program, you can think of
What is Deal Registration? Deal registration is a formal process that allows a partner to "claim" a lead they are working on. By registering the deal with the vendor (usually through a PRM portal), the partner gets priority and protection for that specific opportunity. This is a key tool for preven
What is Demand Generation? Demand generation is all about creating buzz and interest in your company's products or services. It's a broad marketing term that covers all the activities you do to build awareness and attract potential customers. This includes things like content marketing, social medi
What is a Demo Day? A demo day is the grand finale of an accelerator or incubator program. It's a high-energy event where the participating companies (or partners) get on stage and present their business to a room full of investors, potential customers, and the press. Each company gives a short pi
What is Direct Sales? The direct sales model is when a company sells its products or services straight to the end customer without any middlemen. The company's own sales team is responsible for finding, nurturing, and closing deals. This gives the company complete control over the sales process, me
What is Disintermediation? Disintermediation is a fancy word for cutting out the middleman. It's the process of removing intermediaries from a supply chain or a transaction. For example, when a manufacturer who used to sell through distributors and retailers decides to start selling directly to con
What is Distribution Channel? A distribution channel is the entire network of people and organisations involved in getting a product from the producer to the consumer. It's a broader term that includes every step of the journey. This can be a very simple, direct channel (producer to consumer) or a
What is a Distributor? A distributor is a key intermediary in the supply chain. They typically buy products in bulk from a manufacturer or vendor and then sell them to other businesses, like resellers or retailers, who then sell to the end customer. Distributors often have a large warehouse, a stro
What is Downline? The term "downline" is most commonly used in multi-level marketing (MLM) or tiered affiliate programs. It refers to the network of distributors or affiliates that a person has recruited. When someone in your downline makes a sale, you typically earn a small commission on that sale
What is Due Diligence? Due diligence is essentially doing your homework before entering into a business agreement. It's the process of investigation and analysis that a company performs before making a big decision, like acquiring another company or forming a strategic partnership. The goal is to v
