Companies can choose to be either solution or technology partners.

Edward Gately, Senior News Editor

March 31, 2021

2 Min Read
Words partner program with the o in partner a heart, on a blackboard

ZoomInfo partners now have access to the company’s first official sales program to help partners generate new revenue and grow their business.

The company offers a SaaS intelligence platform for B2B sales, marketing and recruiting professionals. The ZoomInfo Partner Program lets partners build custom engagements with the company’s platform.

In addition, the program meets the needs of partners’ different business models.

Companies can choose to be either solution or technology partners. Solution partners help businesses connect with other customers, industry influencers, integrators, sales and marketing consultants, and other organizations. Technology partners enable integrations to the ZoomInfo platform.

Dov Diamond is ZoomInfo‘s head of channel sales and alliances.


ZoomInfo’s Dov Diamond

“We recognized that successful companies in our space have programs like this,” he said. “And having optimized our direct sales motions, it was time for us to explore and begin to lean into the channel. The referral program was the only thing we had in place, and it was lacking in partner and customer experience.”

Once approved for the program, partners get a dedicated channel account manager to help create a joint go-to-market plan and ensure they maximize partnership benefits. Channel account managers will also drive the certification process, and coordination of marketing and sales activities.

The new ZoomInfo partner program operates across four tiers organized by required certifications and revenue expectations.

Partner Approved

“We interviewed several highly engaged informal partners and referrers about our approach,” Diamond said. “They confirmed that it would elevate new customer acquisition and generate engagement around existing logo participation and expansion.”

The partner program includes a $3,000 annual agreement, which can be waived upon certain sales achievements. It also includes 20% upfront commissions, opportunities for perpetual commissions and upsell commissions based on sales outcomes. Furthermore, there are earned joint marketing opportunities.

“By including us in their tech stack, our partners are providing broader coverage for their customers and the services they can provide,” Diamond said. “By immediately discussing integrations and dependencies with the new [customers] they are bringing in, they make our own customers stickier and, we believe, more adopted to the platform. This has the subsequent effect of increasing lifetime value and net new [customers] for both ZoomInfo and our partners.”

Jamie Muirhead is senior vice president of sales at RingLead, a ZoomInfo partner.

“Partnering with ZoomInfo has helped us see tremendous success, empowering our customers to integrate their preferred data sources into their revenue operations workflows,” he said  “With the acquisition of EverString, ZoomInfo is leveraging our multi-vendor data enrichment strategy to go to market with a combined dataset.”

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About the Author(s)

Edward Gately

Senior News Editor, Channel Futures

As news editor, Edward Gately covers cybersecurity, new channel programs and program changes, M&A and other IT channel trends. Prior to Informa, he spent 26 years as a newspaper journalist in Texas, Louisiana and Arizona.

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