Treat partnerships like the
revenue channel they are
Track partners through a pipeline built for relationships, capture agreement terms, log referrals, and tie revenue back to the partners who drive it — all in a CRM your BD team will actually keep up to date.
Partnerships don't fit a sales CRM
Most CRMs make you bolt partners onto contacts or deals. Driftwood treats partnerships as a first-class, two-way relationship.
Partners crammed into the wrong records
Partnerships aren't deals and they aren't plain contacts. Forcing them into a sales pipeline loses the bidirectional, ongoing nature of the relationship.
Partner tracking lives in spreadsheets
Tiers, agreement terms, and referral logs spread across tabs nobody trusts. The moment a partner manager leaves, the context leaves with them.
No way to prove partner ROI
You can't tie revenue back to the partner who sourced it, so the program can't show its value — and the partners who actually produce go unrewarded.
Everything you need to run
a partner program
From first outreach to renewal, Driftwood gives partnership and BD teams the tools to cultivate partners and measure what they drive.
Visual Partnership Pipeline
See every partnership on a drag-and-drop board that moves through Identified, Outreach, Negotiating, Active, Paused, and Churned. Switch to list view to filter, sort, and export. Active is an open-ended state — because partnerships don't "close," they're cultivated.
- Kanban board with drag-and-drop
- List view with filters and export
- Stage-based organization
- Multiple pipelines per account
Custom Partnership Workflows
Define your own partnership lifecycle with custom stages. Rename, reorder, color-code, and mark stages as closed. Run separate pipelines for resellers, affiliates, and integration partners.
- Custom stage names and colors
- Drag-and-drop stage reordering
- Closed-stage flags (e.g. Churned)
- Multiple workflows per account
Partner Types & Tiers
Classify every partnership by type — referral, co-sell, integration, reseller, or affiliate — and assign a configurable tier like Gold, Silver, or Bronze. One model that spans your whole partner ecosystem.
- Five built-in partnership types
- Configurable tiers (Gold/Silver/Bronze)
- Link a partner company and contacts
- Custom fields for any program detail
Agreement Tracking
Capture the terms that matter: revenue-share percentage, referral fees, exclusivity, co-marketing commitments, and contract and renewal dates. Keep a full history of agreements as they evolve over time.
- Revenue-share % and referral fees
- Exclusivity and co-marketing terms
- Contract and renewal dates
- Multiple agreements per partnership
Referral Attribution
Log referrals flowing in and out, track them from new to qualified to converted, and attribute the revenue — enter a value manually or link the referral to a deal so its value is the single source of truth. Finally prove what each partner drives.
- Inbound and outbound referrals
- New / Qualified / Converted / Lost status
- Manual value or linked-deal attribution
- Revenue tied back to the partner
Partner Scorecard
A live scorecard rolls up every partner: referrals sent and received, conversions, and partner-sourced revenue. Know at a glance which partners produce and which are dead weight — and which agreements are up for renewal.
- Referrals sent vs. received
- Conversion counts per partner
- Partner-sourced revenue rollup
- Upcoming renewal tracking
Built on a complete CRM
Every Driftwood account includes contact and company management, a shared activity timeline, document attachments, insights, and team collaboration. The partnerships module is built on top — your partner data doesn't live in a silo.
Built for partner teams like yours
Whether you run alliances, a reseller channel, or an affiliate program, Driftwood fits how you partner.
SaaS Alliance Managers
Running co-sell and integration partnerships with 30 partners? Track each through its lifecycle, log joint QBRs, and attribute the deals your partners source back to them.
Channel & Reseller Teams
Managing resellers and VARs across tiers? Classify partners by tier, capture margin and rev-share terms in agreements, and see partner-sourced revenue on one scorecard.
Affiliate & Referral Programs
Lots of partners sending referrals? Log every inbound referral, track conversion, and roll up attributed revenue so you know exactly which partners to reward.
Ready to measure what
your partners drive?
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