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Route leads and deals to partners.

Unifyr's channel sales software takes deal registrations from the portal and prices each deal from the partner's pricebook.

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How does channel sales work?

Channel sales means selling through third parties rather than relying only on a direct sales team.

Resellers, referral partners, distributors and other partner types help companies reach more customers. In return, they need clear access to leads, opportunities, sales resources and performance information.

Channel sales software brings those workflows together, helping vendors route leads, manage deal registration and give partners visibility from first contact through close.

Full definition

What effective channel sales requires

Connect each lead with the right partner

Lead distribution runs on automation and agentic AI, routing each lead to the right partner for a clearer, more collaborative handoff.

  • Route leads to relevant partners
  • Collaborate on every handoff
  • Track lead conversion

Make deal registration simple and transparent

Partners register opportunities and track their status in one place, and early visibility helps teams identify potential channel conflicts sooner.

  • Enable fast deal registration
  • Identify potential conflicts early
  • Track progress in one view

Set clear expectations from the beginning

Success Plans give partners a clear path forward, with shared goals, visible progress and practical steps for reaching agreed outcomes.

  • Define goals and next steps
  • Track partner progress
  • Refine the plan with data

Keep partner and CRM data in sync

Connect Unifyr to Salesforce, Microsoft Dynamics, HubSpot, Zoho and SugarCRM, and keep your data up to date with two-way sync.

  • Bi-directional synchronization
  • Daily lead and opportunity updates
  • A consistent source for reporting

Give partners the resources to keep selling

Give partners on-demand access to training, co-brandable collateral and portal pages tailored to their role and current priorities.

Relevant resources and clear pipeline visibility make it easier for partners to stay active, prepare for customer conversations and move deals forward.

See the partner portal

IFS could do nearly everything needed for our updated portal re-launch on our own.

Sabine Zink Claesson, VP Global Partner Operations, IFS

What changes when partners do the selling

What is a channel sales model?
A channel sales model reaches customers through third-party companies rather than direct employees, with resellers, referral partners, distributors and systems integrators each carrying a different commercial arrangement. Read the full definition.
How do we forecast partner-sourced pipeline?
Through registration. A deal claimed before the work carries a stage and an owner from the beginning, which is what makes it forecastable rather than a number that appears at quarter end. See deal registration.
How is channel sales different from channel marketing?
Marketing gets partners generating demand; sales converts it and attributes it. The same partner record carries both, which is why a campaign name can sit on a registered deal. See partner marketing.
What does channel sales management software do?
It manages the sellers rather than the sale. Partner records, the groups that decide which pricebook each partner reaches, tier programs, registered deals and the funds behind partner marketing all sit in one place. See partner management.
Does this replace our CRM?
No. Partner-sourced deals sync to Salesforce or HubSpot so your sellers work one pipeline. What the CRM cannot do is model the partner company, its users, its tier and its funds, which is the part this adds.
How do partner types change the model?
A referral partner never transacts and a distributor carries partners beneath them, so the pricebook each can reach and the portal view they land on follow the partner groups they sit in. See MSPs, VARs and GSIs.
Can I track performance metrics across all partners?
Yes. Centralised dashboards cover partner-sourced pipeline and revenue, lead acceptance and conversion rates, marketing campaign engagement, and training and certification progress. See analytics and reporting.

Around the sale

Route a lead and register the deal it becomes

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