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 an Ideal Customer Profile (ICP)? An Ideal Customer Profile, or ICP, is a detailed description of the perfect customer for your business. It's not a real person, but a fictional company that has all the characteristics that make them a great fit for your product or service. This includes thi
What is Inbound Marketing? Inbound marketing is a strategy focused on attracting customers by creating valuable content and experiences that are tailored to them. It's the opposite of outbound marketing, where you push your message out to a broad audience. Inbound is all about drawing people in. Th
What is an Incentive? An incentive is a reward that is offered to motivate a specific action or behavior. In a partner program, incentives are used to encourage partners to sell more and be more engaged. The most common incentive is a sales commission, but there are many others. A SPIFF (Sales Perf
What is an Incubator? An incubator is an organisation that helps very early-stage startups and new companies to get off the ground. They provide resources like office space, mentorship, and access to a network of other entrepreneurs and investors. Incubators are focused on the very beginning of a c
What is an Independent Software Vendor (ISV)? An Independent Software Vendor, or ISV, is a company that develops and sells its own software products. They are "independent" because they are not owned by a hardware manufacturer or a larger software platform. ISVs are a huge part of the technology ec
What are Indirect Sales? Indirect Sales is another term for channel sales. It's a sales strategy where a company sells its products through third-party partners, rather than directly to the end customer. These partners act as the intermediary. This model allows a company to leverage the reach, rela
What is an Influencer? An influencer is an individual who has the power to affect the purchasing decisions of others because of their authority, knowledge, position, or relationship with their audience. They typically have a dedicated following in a specific niche, like fashion, gaming, or B2B tech
What is Initial Public Offering (IPO)? An Initial Public Offering, or IPO, is the process by which a private company becomes a publicly traded company by selling shares of its stock to the public for the first time. It's a major milestone for a company and a common exit strategy for its founders a
What is Integration? In the tech world, an integration is a connection between two or more software applications that allows them to share data and work together. For example, integrating your PRM with your CRM allows lead information to flow automatically between the two systems. Technology partne
What is Intellectual Property (IP)? Intellectual Property, or IP, refers to creations of the mind, such as inventions, literary and artistic works, designs, and symbols, names, and images used in commerce. The main types of IP are patents, copyrights, and trademarks. In a partnership agreement, it
