By 2023 Cvent’s partner ecosystem had outgrown the way it was being managed.
The ask
The program is built around four partner types: sales, services, technology and industry. Many partners belong to two or three at once, so what each one should see had to be decided by hand. Deal registration ran outside the previous platform altogether, on tools bolted alongside it.
Cvent needed four things from a replacement:
- Central structure for a program whose partner types overlap.
- A personalized experience for each type, from one portal.
- Tighter integration with the rest of Cvent’s stack.
- A reason for partners to log in more often.
“We needed to make a complete structural overhaul of our partner program, and we wouldn’t be able to execute things the way we wanted if we didn’t have a platform like Unifyr.”
Lauren Turner, Director of Partnerships, Cvent
The impact
- Channel-influenced revenue grew fourfold between 2023 and 2025.
- Partner user adoption tripled, measured in monthly logins and engagement.
- Four partner types, one portal, each with its own content, resources and journeys.
- More event registrations sourced from the portal.
The solution
All four partner types share one portal in which what a partner sees follows from who that partner is, so a reseller that also implements gets both views without anyone deciding it by hand. Deal registration runs inside the platform, and bi-directional integrations tie the portal into the rest of Cvent’s stack.
The mechanics behind what Cvent runs sit under partner management, deal registration, and partner enablement.