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 a Non-Disclosure Agreement (NDA)? A Non-Disclosure Agreement, or NDA, is a legal contract between two or more parties that outlines confidential material, knowledge, or information that the parties wish to share with one another for certain purposes, but wish to restrict access to by third
What is Nurturing Campaign? A nurturing campaign, or lead nurturing campaign, is a series of automated communications (usually emails) that are sent to a lead over a period of time. The goal of the campaign is to build a relationship with the lead, provide them with valuable information, and gently
What is Objection Handling? Objection handling is a core skill in sales. It's the process of responding to a potential customer's concerns or reasons for not wanting to buy. Common objections are often related to price, timing, or a competitor's product. A good salesperson doesn't argue with the cu
What is an Offer? In marketing, sales and partnerships, an offer is the specific product or service package that you are presenting to a potential customer. A good offer is more than just the product itself; it includes the price, any discounts or bonuses, the terms and conditions, and a clear call
What is Onboarding? Onboarding is the process of getting a new partner or a new customer up to speed and integrated into your business. For a partner, the onboarding process begins right after they sign the partnership agreement. It includes everything from initial training and system setup to thei
What is an Opportunity? In a sales context, an opportunity is a qualified lead that has been moved into the sales pipeline. This means the sales team has confirmed that the lead has a real need for the product, the budget to buy it, and the authority to make a purchasing decision. An opportunity is
What is an Original Equipment Manufacturer (OEM)? An Original Equipment Manufacturer, or OEM, is a company that produces parts or equipment that are then used in another company's end product. For example, a company that manufactures computer processors is an OEM for a computer company like Dell. I
What is Outbound Marketing? Outbound marketing refers to any marketing strategy where a company initiates the conversation and sends its message out to an audience. It's the traditional form of marketing. Examples include TV commercials, radio ads, print advertisements, and cold calling. It's often
