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 Last-Touch Attribution? Last-touch attribution is the opposite of the first-touch model. It gives 100% of the credit for a sale to the very last marketing touchpoint a customer interacted with before converting. For example, if a customer reads a partner's blog post, then sees a few social
What is a Launch? A launch is the official debut of a new product, service, or program. It's the moment you introduce it to the market. A launch can be a "hard launch," with a lot of marketing fanfare, or a "soft launch," with a more quiet, phased rollout. For a partner program, a successful launch
What is a Lead? A lead is any person or company that has shown some level of interest in your product or service. They are a potential customer. That interest could be shown by filling out a form on your website, downloading an ebook, or visiting your booth at a trade show. Not all leads are creat
What is Lead Generation? Lead generation is the process of attracting and capturing the interest of potential customers with the goal of developing a sales pipeline. It's the first and arguably most important step in any sales process. Lead generation activities can include content marketing, paid
What is Lead Nurturing? Lead nurturing is the process of building relationships with potential customers at every stage of their journey. Not everyone who shows interest in your product is ready to buy right away. Lead nurturing is all about staying top-of-mind and providing value to them over time
What is Lead Qualification? Lead qualification is the process of determining whether a lead is a good fit for your business and is likely to become a paying customer. It's about separating the hot prospects from the tire-kickers. A common framework for this is to distinguish between a Marketing Qua
What are Lifecycle Stages? Lifecycle stages are used to describe the different phases a person goes through in their relationship with your company. It's a way of tracking their progress through your sales and marketing funnel. Typical lifecycle stages include subscriber, lead, Marketing Qualified
What is Lifetime Revenue (LTR)? LTR, or Lifetime Revenue, represents the total amount of revenue a customer is expected to generate for your business throughout their entire relationship with you. It's a simple, top-line number. This is different from Customer Lifetime Value (CLTV), which looks at
What is a Listing Fee? A listing fee is a charge that a manufacturer or vendor pays to a retailer or distributor in order to have their product placed on their shelves or included in their catalog. This is very common in the traditional retail world. The fee is meant to cover the costs associated w
What is Low-Touch? A low-touch sales or service model is one that involves minimal direct human interaction. The focus is on automation and self-service. This approach is typically used for lower-priced, simpler products where customers don't need a lot of hand-holding. A company with a low-touch
What is a Loyalty Program? A loyalty program is a marketing strategy designed to encourage customers to continue shopping at or using the services of a business. These programs reward customers for their repeat business. Common examples include points-based systems where you can redeem points for r
