Why partner programs matter for 20–50 person teams
Leveraging partners to sell your product has become an increasingly popular strategy for teams of 20-50 people. Whether you're a startup looking to scale quickly or an established enterprise aiming to diversify revenue streams, partner solution programs offer a powerful avenue for growth.
But what exactly is a partner solution program, and how can it help you reach new customers and drive sales? In this post, we'll take a closer look at what a partner program is and analyze some of the most successful ones out there.
Main points
🤝 Partner solution programs = work with resellers, consultants, and tech vendors to extend reach, integrate, and grow revenue.
🚀 For 20–50 person teams, partners scale distribution without headcount, shorten cycles, add services capacity, and reduce CAC.
🧭 Common types: Consulting, Reseller, Technology, and Affiliate programs, each with distinct roles and benefits.
📊 Considerfolk CRM to track partners, attribute channel revenue, and manage co-selling for lean teams.
👉🏼 Try folk now to track partners and attribute channel revenue for your 20–50 person team.
What is a partner solution program?
A partner solution program, often referred to as a partner program, is a collaboration where a company teams up with external businesses (referred to as partners) to promote, sell, or integrate its products or services.
These partners can be consulting firms, resellers, technology providers, or other entities that have a vested interest in the success of the product. The main goal is to extend the reach of the product, tap into new customer bases, and create a mutually beneficial relationship where both parties gain from increased sales and exposure. For partnership managers at growing companies with 20-50 employees, establishing effective partner programs is crucial for scaling beyond direct sales efforts.
Common title variations of a partner solution program
Depending on the industry and the specific structure of the collaboration, partner solution programs can go by various names. Some common titles include the following.
Consulting Partner Program: These are typically partnerships with consulting firms that offer implementation, customization, or advisory services related to the product.
Reseller Partner Program: This involves third-party vendors who purchase the product at a discounted rate and resell it to their customers, often bundling it with other services.
Technology Partner Program: These programs involve technology companies that integrate their tools or services with the primary product, offering a combined solution to end customers.
Affiliate Partner Program: Often seen in e-commerce and SaaS, affiliate partners promote the product through their channels and earn a commission for every sale they drive.
Notion, the popular all-in-one productivity tool, has established a comprehensive partner program aimed primarily at consultants and educators. Their program is designed to help partners boost demand, generate revenue and enable innovation. Right now, Notion are currently not accepting applications.
How Notion's partner program works
Clear logo roster of certified solution partners.
Certified Solutions Partner: Notion's Solutions Program offers generous commissions, dedicated partner manager, hands-on training and more. But have a rigid list of requirements including commitment to specific ARR targets.
Certified Solutions Provider: Notion's Solutions Provider offers a business partnership that includes professional services referrals, subcontracting, partner directory listing and more. And do not require any requirements.
Notion's partner program website structure
Clear landing page allows potential partners to apply or directing those looking for one to a market place showcasing their solution providers.
Clear call to action directing you to either apply to the program or check out existing solution partners.
Frequently asked questions section to address common pain points at a glance.
Clay helps GTM teams with automated personalized outreach and data enrichment. They have an Enterprise Partners program as well as a Product Experts program where you can connect with experts vetted by the team.
How Clay's partner program works
Enterprise Partners: Clay's Enterprise Partners program are made up of leading GTM and RevOps consultancies that focus on product implementation and systems design for mid-market and enterprise. You can filter their marketplace by expertise, cost or location.
Product Experts: Certified Product Experts are made up of vetted freelancers and agencies with an dedicated focus on Clay implementation or offer more general go to market service including full-stack outbound, inbound lead flows, recruiting and more. You can filter their marketplace by expertise, cost or location.
Clay's partner program website structure
Separate landing page for both enterprise partners or product experts both leading to individual profiles of each freelancer or agency.
Listed profiles are easy to read at a glance and captures the essence of their biography, expertise, target audience and expected timeframe of collaboration.
Clear call to action on each profile page allowing you to book a meeting directly with them.
HubSpot is a popular customer relationship management product known for its free forever plan. However, when you're ready to upgrade and want to personalize your HubSpot account, you may need a solution from one of their partner programs. For teams of 20-50 people managing partner relationships, folk CRM offers a more streamlined and intuitive approach to tracking partner performance and managing channel sales compared to HubSpot's complex multi-tier system.
How HubSpot's partner program works
HuSpot's partner program is made up of multiple streams depending on an area of expertise including:
Solutions Partner Program: This is their main program designed for agencies and service providers who offer services and design expertise focused on HubSpot. This could be across marketing, sales, customer service, web design, IT services or CRM.
App Partner Program: This is for developers and companies that want to grow a business by building apps on HubSpot's open platform.
Startups Partner Program: This is designed for accelerators, incubators and VCs who want access to the CRM suite at a startup-friendly cost.
Education Partner Program: This is for colleges and universities who want access to HubSpot Academy certifications, applied learning opportunities and more. (They are currently only helping existing partners and professors).
Affiliate Program: This is for bloggers, reviewers and content creators who want to monetize their content.
HubSpot's partner program website structure
A landing page featuring a high level overview of all their programs, including a direct link to a dedicated page going to each one.
Testimonials by HubSpot partners, marketplace customers and community members.
Access to a solutions directory that lists partners, filtered by area of expertise.
Zapier provides third party integrations to create automated workflows across 7000 applications to help their customers customize it according to their needs.
How Zapier's partner program works
Zapier's partnership program has multiple tiers that provide access to a different level of benefits to their partner ecosystem across data, integration quality, support, app directory access, areas and marketing. It includes a bronze, silver, gold and platinum tier.
As your integration grows, you'll get access to more benefits if you're part of the partner program.
You'll also get expert guidance such as data-backed suggestions including best practices from successful partners.
As well as technical support including for frontline support, triaging bugs and user feedback.
Zapier's partner program website structure
Landing page with call to action to review successful stories of a partners in the program.
Clear list that shows what benefits you can access according to each tier.
Testimonials from existing partners.
Clear instructions to how you can join the program and quick access to tips.
Check it out here. They also have more information in their help centre here.
Airtable is a low-code platform where you can build next generation apps.
How Airtable's partner program works
The Airtable Services Partner Program provides accreditation and ongoing support for partner organizations to deliver implementation services on the Airtable platform. These services include workflow discovery, solution design, solution implementation, change management, training and ongoing support.
Airtable Services partner: This gives you access to exclusive support from a dedicated partner manager, the latest updates with Airtable technical training and resources and lead generation.
Airtable Integrations partner: This is a directory and closed list of popular tools that are often part of an everyday tech stack such as Google Drive, Slack, Github and Zendesk, which you can connect with to your Airtable account.
Airtable's partner program website structure
Landing page with strong emphasis of existing marketplace of service partners. Includes clear call to action to apply to the partner program leading you to a form, or to check out the service partner directory.
Easy to tell partner benefits at a glance which includes lead generation, access to expertise.
FAQ section to address common pain points.
Partner resources that provide quick links to apply to the program, existing services partner directory and a directory of their integration partners.
Make is a platform that lets you design, build and automate tasks and workflows as well as apps and systems without coding skills.
How Make's partner program works
Make's partner program has multiple streams depending on your area of expertise. Being apart of their partner ecosystem gives you access to exclusive resources including partner training and a dedicated partner portal.
Agency partners: This is for agency partners who help businesses discover automation through Make's platform by providing automation solutions and other services. Benefits include joint marketing activities and collaborations with other technology partners.
Solution partners: This is more suitable for management consulting firms who want to integrate diverse software systems and leverage Make Enterprise. Benefits include new revenue stream through Make's quick business impact potential.
Technology partners: This is for independent software vendors who want to retainm engage and grow their client base by partnering with Make. The program allows you to collaborate with a global community of 1,500+ apps.
Academic alliance: This is designed to help teachers build their student's automation skills and can be used by universities or high schools. Benefits include hosting guest lectures and a free premium plan for students.
Startup partners: This is for VCs, incubators or accelerators. benefits include increasing visibility within the startup ecosystem.
Make's partner program website structure
Each call to action of a partner program takes you to a different landing page. Some are more educational while others have a call to action or direct you to a straightforward form to apply.
Clear benefits and description of each program allows new Make users to distinguish between what sales channel partners they want to be part of.
Partner ecosystem resources show the exclusive benefits and resources partner managers get access to.
Bubble's program is designed to help them partner with the top startup programs and universities to help them bring no code to the world. Through the program, you can collaborate on a shared program, or initiative. Each profile on the partner program homepage takes you to an external link that showcases the collaborative program between that partner and Bubble.
Bubble's partner program website structure
Bubble's partner program landing page is relatively simple compared to many of the others on the list. There's a clear call. action that allows you to apply for partnership, and a toggle of a list of existing partners. Once you click on each partner logo, this will take you to an external landing page that showcases the collaborative program.
Webflow is a platform that allows you to create a custom and responsive website that comes with a flexible CMS.
How Webflow's partner program works
There are a few ways for you to join Webflow's partner program, including:
Becoming a certified partner: This involves becoming a certified Webflow partner which allows you to get noticed in Webflow's marketplace and connect with a community of agencies studios and freelancers.
Building an app: This involves building products for Webflow's community using their developer platform.
Creating and selling templates: This involves creating and selling original template designs with a view to grow your brand, revenue and network in Webflow's community.
Becoming an affiliate: This involves becoming a Webflow affiliate with a view to earn 50% back for 12 months when someone uses your link to sign up and buy their first Webflow subscription.
You can also become a community leader to host local Webflow events.
Webflow's partner program website structure
Clearly lists the multiple partner programs available, the benefits that come with each one and how to sign up.
Shares a taster of existing partners who are in Webflow's partner ecosystem including Fortune 500 marketers.
Multiple testimonials from customer success stories of businesses who have used partners from their program.
Softr is a no-code app builder platform that can develop custom web apps, client portals, and internal tools.
How Softr's partner program works
Softr's partner program is designed to allow creators to monetize from their content by sharing an affiliate link, which then allows them to earn rewards.
Softr's partner program website structure
Softr's landing page for their partner program has a clear call to action and immediately lists the benefits of joining.
Clear target audience listed including the type of content that works to start monetizing right away.
Clear instructions on how to apply, immediate next steps to expect, where to share affiliate links and rewards to expect.
High level examples of how much existing affiliate partners have earned and the number of customers they brought in.
Adobe is a computer software company behind popular products such as Photoshop, Gen Studio and more.
How Adobe's partner program works
Adobe offers multiple ways to join their partner program depending on your area of expertise. These include the following.
Solution Partner Program: This is for top companies that provide digital marketing solutions, professional services and integrated technologies and are interested in a co-selling relationship with Adobe.
Technology Partner Program: This is to optimize the partnership experience for Experience Cloud data and technology partners.
Partner Connection Reseller Program: This provides various membership levels for those who distribute and sell Adobe digital media products and solutions.
Training Provider Program: This benefits those who provide commercial instructor-led training on Adobe Creative Cloud products.
Exchange Partner Program for Creative Cloud: This gives resources you need to integrate with Adobe Creative Cloud technologies, APIs and SDKs and take your solutions to market.
Acrobat Sign Partner Program: This provides access to e-signature tools and resources to accelerate building, testing and delivering solutions that integrate Acrobat Sign.
Adobe's partner program website structure
Adobe's landing page for their multiple partner programs consists of a simple list of available programs for potential partners to join and a quick overview of its benefits, as well as a link to each individual program for more detail.
folk is an all-in-one CRM platform that provides a powerful plug and play solution to busy teams that needs a CRM that will be able to support multiple business functions. For partnership managers at growing companies with 20-50 employees, folk CRM stands out as the ideal solution for tracking partner relationships, monitoring channel sales performance, and managing complex partner data without the complexity of enterprise-level systems.
How folk's partner program works
folk's partner program is based off an affiliate program model. Creators can monetize on their content by sharing a personalized affiliate link. For the first Standard or Premium upgrade affiliate partners bring, they earn 100% of the first payment. Then, for every new upgrades, affiliate partners earn 30% of all payments for the first 24 months — with no limits.
folk's partner program website structure
Clean landing page with clear benefits of joining the partner program, what to expect including resources available such as a dedicated affiliate kit.
Clear rewards structure explaining how the process works.
Partner solution programs offer a powerful way to extend the reach of your product and tap into new customer bases. Whether you're looking to work with consultants, resellers, or technology providers, the key is to create a program that offers mutual benefits, aligns with your business goals, and provides the necessary support for partners to succeed. The examples above highlight different approaches to partner solution programs. By analyzing these examples, you can gain valuable insights into how to structure your own partner solution program and leverage external partnerships to accelerate growth and success. For teams of 20-50 people building channel sales programs, folk CRM provides the perfect balance of functionality and simplicity to manage partner relationships effectively while scaling your partnership initiatives.
👉🏼 Try folk now to manage partner-sourced pipeline, co-selling tasks, and partner performance in one simple CRM.
A structured collaboration where a company works with resellers, consultants, or tech vendors to market, sell, or integrate its product. Partners gain enablement and revenue; the company expands reach and accelerates sales via trusted providers.
How do partner programs help 20–50 person teams scale?
They extend distribution without adding headcount, unlock new customer segments, shorten sales cycles via trusted advisors, and add services capacity for onboarding and customization. Well-run programs reduce CAC and create recurring co-selling opportunities.
What is outreach in social media?
The process of identifying and engaging target users, influencers, or partners on social platforms to build relationships, promote content, and generate leads. Tactics include DMs, comments, and mentions; success is tracked by reach, clicks, replies, and conversions.
How to measure partner program success?
Track partner-sourced revenue, influenced pipeline, win rate, CAC payback, activation time, and retention. Monitor partner activity and NPS. Centralize reporting in a CRM such as folk to attribute, forecast, and optimize performance.
