“PartnerStack is the best ecosystem platform on the market. We’ve done a lot of research, and no other tool can bring together agencies, influencers, distributors, customer referrals, and affiliate partnerships all in one place.” – Bernardo Castañeda – Senior Manager, Affiliates and Partnerships, PandaDoc

The Need for an Ecosystem Solution

Castaneda was well-acquainted with PartnerStack’s all-in-one ecosystem platform, having previously worked with it as Director of Business Development for Latin America at Pipedrive. His familiarity with this tech stack made the transition to PandaDoc easier. “This familiarity significantly influenced my decision to join PandaDoc,” he noted.

His appreciation for PartnerStack wasn’t due to a lack of competition; rather, Castaneda had experience with multiple PRMs and recognized PartnerStack’s unique capabilities. “We evaluated various ecosystem tools, and the only viable option was PartnerStack because it facilitates a common framework for ISV partners, distributors, resellers, agencies, and affiliates,” he shared during the selection process.

Transparency in Roadmap Development

PandaDoc emphasized the importance of working with a PRM that could set realistic expectations and collaborate on solutions. Castaneda recalled instances with competing PRMs where the sales teams made ambitious promises that the implementation teams could not meet.

With PartnerStack, transparency was a priority. Castaneda expressed satisfaction with his CSM team’s openness and prompt resolution of issues. Their expertise in both the tool and partnership space proved invaluable.

The Importance of Vendor Onboarding

Successful PRM implementation hinges on a robust plan, something Castaneda found lacking with many competitors. For any SaaS vendor, seamless integration of multiple tools is crucial for an effective workflow. According to Forrester, training and communication are often under-planned and under-invested elements in successful PRM adoption.

In his previous roles, Castaneda witnessed how some PRMs complicated partner management, while PartnerStack actively supported his efforts. Unlike complex PRMs like Impartner, which required purchasing additional services for implementation, PartnerStack’s in-house onboarding team provided all necessary support.

Castaneda pointed out that using other platforms often required completing extensive training courses, whereas PartnerStack’s intuitive workflows resembled familiar marketing tools, making setup straightforward.

Avoiding Non-Self-Service Solutions

By ensuring commonly accessed workflows are user-friendly and featuring easy-to-access attribution tracking tools, PartnerStack enhances the efficiency and impact of partnership professionals like Castaneda. He found that some PRMs complicated the use of essential features like deal registration, requiring meetings with dedicated CSMs for setup. In contrast, PartnerStack allows for easy, self-service creation of custom deal forms that reseller partners can update throughout the deal process within the CRM.

An Ecosystem Tool for Partner Support

When it comes to partner-centric design, Castaneda observed that many PRMs fail to prioritize the end-users. “They often cater to the VP of Partnerships rather than the partners themselves. PartnerStack’s UI, however, truly puts the partners first.”

By emphasizing key information and providing learning resources, PartnerStack facilitates seamless partner enablement for the PandaDoc team.

PartnerStack: A Comprehensive Recruitment Platform

PartnerStack simplifies the recruitment of high-quality partners through its marketplace, which hosts over 80,000 partners actively marketing and selling SaaS products.

For PandaDoc, Castaneda noted a steady influx of 20-30 new partner applications, with a higher quality of applicants than those sourced through other methods. “Currently, 80% of the partners who have found success in both of the programs I’ve managed were recruited through PartnerStack’s efforts, not ours.”

Partner Enablement Across All Stages

With ongoing consolidation of partner programs, what lies ahead for PandaDoc’s partnership ecosystem? PartnerStack has introduced a tiered approach that provides a holistic view of partnerships, allowing partners to progress through different stages.

For instance, an affiliate partner can evolve into a traditional agency role or even become a reseller. Startup partners can access MDF programs and new revenue opportunities. PartnerStack’s platform automates triggers that grant partners access to various features, learning tools, and billing systems, allowing PandaDoc to strategically plan feature access for each partner tier.

This unified approach simplifies access to necessary resources for partners and provides PandaDoc with a centralized payment source, streamlining one of the major pain points in partnership management: ensuring accurate payments and centralized reporting.

Additionally, having a single platform for partnership operations enhances organizational workflow efficiencies. “We all utilize the same language, features, and tools, which minimizes miscommunication,” Castaneda explained.

A Shared Philosophy: The Disruptor Approach

For Castaneda, the partnership between PandaDoc and PartnerStack was a natural fit, rooted in similar philosophies. One of the most promising revenue opportunities he sees for PandaDoc involves launching new programs through distributors like Arrow and Ingram Micro. PartnerStack’s top vendors can scale through distribution marketplaces with initiatives like The Pinnacle Program (Ingram Micro) and The Constellation Program (Arrow).

He noted that this partnership significantly reduces costs, which would otherwise range from $250K-$350K for similar initiatives. With PartnerStack’s innovative solutions, PandaDoc’s investment stands at just $35K for the program. “As long as PartnerStack continues to disrupt and innovate, I don’t see anyone competing with you,” Castaneda remarked.

He expressed concern over partnership companies that once led the industry but have since lost their innovative edge, often resorting to raising product prices as the sole strategy for increasing revenue. In contrast, PartnerStack addresses key pain points within the PRM space, providing cost-effective solutions that enable SaaS companies to scale efficiently, much like PandaDoc’s own mission of delivering fair-priced products with excellent UI and disruptive ideas.