If I learned anything during my years as a marketer, it’s that marketing is one of those industries where you never stand still; new processes, channels, and tools become available almost daily, and to stay ahead of the competition, you have to keep up.
Partnerize, a relatively new partnership management solution, exemplifies this idea. It’s a new tool that allows marketers to save time and grow their partner ecosystem at scale by automating traditionally tedious tasks.
Today, strategic partnerships exceed paid search as a growth channel, which marketers who have been in the game a long time might not realize. Since 75% of world trade flows indirectly, companies who fail to form partnerships are undoubtedly in a weaker position than those who do.
Although the global partnership ecosystem software industry was valued at $49.2 billion in 2021, according to its website, Partnerize is the only solution of this kind on the market right now. If true, this puts it in a solid position as the leading partnership solution company.
Marketers who quickly integrate Partnersize into their toolbelt could boost their KPIs and beat competitors, forming new and exclusive partnerships with desirable brands.
But what other tools are available, and do any come close to the success of Partnerize? In this Partnerize competitors analysis, I’m going to find out.
The Bottom Line Up Front
Partnerize is one of the world’s leading partner relationship management software companies. It is award-winning and counts several big-name brands among its customers, including Emirates, KLM, and Philips.
However, the PRM industry is rapidly expanding, and Partnerize faces fierce competition, especially from Impact.com and Tune, who were early pioneers.
So far, I think Partnerize’s commitment to product development is enough to maintain its position as an industry leader.
Still, with rivals securing vast amounts of funding, Partnerize will have to ensure customer success and revenue continue on an upward trend, or it could see its success waning.
List of Partnerize’s Main Competitors
Partnerize Business Strategy
Partnerize is a leading partner relationship management (PRM) solution founded in 2010 and headquartered in New York City, New York.
It offers a suite of recruitment, discovery, payment, optimization, fraud prevention, and brand safety tools for marketers who want a scalable solution with high transparency.
In addition to its main HQ in NYC, Partnerize also has offices in the UK, Australia, Japan, Philadelphia, San Francisco, and Wilkes-Barre. More than 17,000 brands use Partnerize, which drives over $7 billion in purchases yearly through over 750,000 partner integrations.
Partnerize’s business strategy focuses on providing a simple, end-to-end automation toolset that meets the needs of a wide range of marketers and organizations better than any other solutions.
The company uses a subscription revenue model to achieve this. Online pricing is unavailable because plans are determined individually depending on the size and needs of the organization in question.
Unlike many other companies that earn revenue through subscriptions, Partnerize does not offer a free trial period (also known as freemium).
Partnerize has won numerous awards, including “Best SaaS” at the 2020/21 International Performance Marketing Awards, “Performance Marketing Technology of the Year” at the 2020/21 Martech Breakthrough Awards, and “Best Places to Work” at the 2021 Times Leader Media Group.
To consolidate Partnerize’s position as the leading partnership marketing company, it made two strategic acquisitions in 2020.
The first was of BrandVerity, a leading SaaS provider of brand compliance and search monitoring solutions. The second acquisition was of Pepperjam, an affiliate marketing services and technology leader.
Partnerize’s commitment to improving its product is impressive and will be vital, given the complex and rapidly changing marketing landscape.
The company’s key performance markers in 2021 include 28% year-on-year client revenue growth, more than 300 new clients signed, and 90 new product features launched.
Partnerize reported $31 million in annual revenue in 2019, up 35% year-on-year. In 2021, the company’s estimated annual revenue was $108 million.
Partnerize Competitors Analysis
Partnerize competes against companies like PartnerStack and Tune in the partner relationship management industry.
PartnerStack is an affiliate marketing platform that specializes in B2B SaaS partnerships. The company’s business model focuses on helping teams scale their partnership program revenue by automating referral and sales motions in an easy-to-use dashboard.
It was founded in 2015, and its headquarters are in Toronto, Canada.
Like Partnerize, PartnerStack uses a subscription revenue model, but pricing is determined case-by-case. The company assesses the needs of each client before proposing a custom plan with the features they need to succeed. All plans come with:
- Access to B2B-focused partners
- Partner journey automation
- Automated partner payments
- Partner analytics
PartnerStack has a robust set of company values, which include “think like an owner,” “accountability in solutions,” “learn relentlessly,” and “strength from vulnerability.”
Several well-known brands, such as ZoomInfo, Vimeo, Looka, CallRail, and Webflow, use PartnerStack, and the company boasts over 220 SaaS customers from various industries. It has also won multiple awards, including on Deloitte’s Technology Fast 50 Canada list.
As you’d expect, PartnerStack has a partner program that allows partners to earn rewards for introducing new companies to the platform. There are solutions partners, referral partners, and affiliate partners.
PartnerStack’s network of over 65,000 partners has generated over $120 million in revenue and more than 1.6 million new customer sign-ups for companies using the platform.
In 2021, PartnerStack raised $29 million in Series B funding. The round was led by 3L Capital, with help from HarbourVest, Whitecap Venture Partners, and RRE Ventures. This investment marked the company’s fourth year of triple-digit revenue growth.
Partnerstack’s estimated annual revenue is $43.6 million per year.
Impact Tech, Inc., also known as Impact.com, is a leading global partnership management platform designed for agencies looking to optimize program performance at scale. It was founded in 2008, and its headquarters are in Santa Barbara, California.
Impact’s business model involves several subsidiaries that cover the whole partnership ecosystem. These include:
- Activate – the leading influencer marketplace
- Trackonomics – a solution for publishers to diversify revenue streams
- Affluent – an analytics and automation platform
- Pressboard – award-winning data aggregation and performance intelligence platform
Impact uses a subscription revenue model with the following plans:
- Starter – $500/month – includes partner recommendations, onboarding, migration, recruitment tools, prospect CRM, and flexible contracting.
- Pro – $2500/month – includes all features in Starter, plus marketing development funds, track through your CRM, white-labeled partner portal, and a learning management system (LMS).
- Enterprise – $5,000/month – includes all features in Pro, plus dedicated support, mediarails, custom domain, fraud monitoring tools, cross-channel reporting, forecasting, and anomaly detection.
Impact’s growth strategy involves three key pillars. The first is acquiring relevant companies to expand its capabilities.
For example, the acquisition of Pressboard in 2022 allowed it to provide publishers with a best-in-class platform for branded content, which was smart since the branded market was valued at $20 billion in 2021.
The second pillar is introducing new integrations to make the platform more accessible and easier to use. An example of this is when Impact teamed up with Google Pay.
The final pillar is gaining investment to put toward product innovations. In 2022, Impact received a strategic secondary investment of $100 million from Providence Public and W Capital Partners to consolidate its position as a leader within the partnership economy.
At the end of FY21, Impact had a $1.5 billion valuation, 69% customer growth, $150 million in funding, and BigCommerce integration. The company also disclosed over $100 million in annual recurring revenue.
Tune is a flexible SaaS platform that helps marketing teams manage partnerships across mobile and web. It was founded in 2009 – making it one of the first platforms to support affiliate marketing – under the name HasOffers, and its headquarters are in Seattle, Washington.
Tune’s business model targets two business types, advertisers and networks, across various verticals. The three most popular verticals are direct-to-consumer, financial services, and subscription services.
The company opts for a subscription revenue model. To give you an idea of pricing, the plans for advertisers are as follows:
- Bootstrap – $599/month paid annually – includes payment preparation, invoicing, 1,000 conversions per month, and 24/7 email support.
- Scale – $1,500/month paid annually – includes full-service payments, customer success manager, onboarding, email, chat, and phone support, and 5,000 conversions per month.
- Contract – custom pricing – includes all features from Bootstrap plus any additional features the advertiser chooses.
In 2011, Tune invented a revolutionary SaaS solution called Attribution Analytics for measuring the performance of mobile app campaigns. It was the first solution of its kind, and by 2013, it had gained so much popularity it was the industry standard.
A Silicon Valley company called Branch acquired Attribution Analytics in 2018, allowing Tune to focus on its initial service, HasOffers.
Then, in 2020, Constellation Software acquired Tune. Constellation has a $21 billion market cap, and its business strategy focuses on acquiring and holding investments to create sustainable profitability and growth.
Strategic acquisitions also form a crucial part of Tune’s development strategy. By acquiring relevant companies, Tune can both eliminate competition and also improve the service it offers customers.
In 2015, Tune acquired software company Appfuel; in 2018, it acquired Optimob, a company that focuses on automation and optimization tech for ad networks.
Tune counts Preply, Pocket Media, GetApp, and Zaful among its customers. In 2022, G2 named the company a leader in affiliate marketing software.
Tune’s estimated revenue in 2021 was $8.4 million.
Mavrck is an all-in-one influencer marketing platform for enterprise consumer brands. It was founded in 2014, and its headquarters are in Boston, Massachusetts.
More than 600 marketers use Mavrck, and the company counts several well-known brands among its customers, including Disney, Netflix, Reebok, P&G, Mattel, and Walgreens. So far, Mavrck’s customers have influenced around 2.7 million consumers using the platform.
The company’s business strategy involves being the first influencer marketing solution and identifying new approaches that give it a unique selling point.
In 2015, Mavrck was the first company to introduce the concept of “micro-influencer marketing,” a familiar concept widely deployed in today’s marketing industry.
However, at the time, it was a new idea that helped Mavrck achieve 300% year-on-year growth and one million activations on Facebook, Instagram, Pinterest, and Twitter.
One of the most coveted features of Mavrck is its influencer index, a directory listing millions of macro and micro-influencers around the globe.
The company saw its first $1 million quarter in 2017, thanks to its new “all-in-one” positioning and influencer marketing platform capabilities.
After this financial success, the following year brought a host of accolades for Mavrck, including a Retail Innovators Award, a Shorty Award, and Digiday’s “Best Influencer Marketing Platform.”
Investment has played a crucial role in the ongoing development and success of Mavrck. To scale its platform and double its employees, the company secured $120 million in 2021 from a single backer, Summit Partners.
A year later, in a bid to consolidate its position in the market, Mavrck raised a further $135 million, some of which it used to acquire Later, a startup that made its name with a social media scheduling tool.
In 2022, Mavrck announced a new partnership with the social media platform TikTok, allowing brand partners direct access to the TikTok Creator Marketplace within the Mavrck platform. Given the sheer popularity of TikTok, earning the title of “Official Marketing Partner” is quite an achievement.
Mavrck’s estimated annual revenue is $18.8 million.
Imparter PRM is an award-winning SaaS partnership relationship management solution. It was founded in 1997, and its headquarters are in South Jordan, Utah.
Impartner’s business strategy focuses on providing turnkey solutions that help companies manage their relationships with resellers, distributors, and channel partners. It offers PRM and through-channel marketing automation (TCMA) solutions.
For this reason, Impartner is an indirect competitor of Partnerize; they operate in the same industry but focus on different types of partners.
Impartner uses vital strategic partnerships and a direct sales business model to target new companies that may benefit from its solutions.
Over 10 million global partners rely on Impartner daily, and it has won numerous awards, including three in 2022 alone. The most recent accolade was a Gold Stevie Award at the American Business Awards.
Slack, Oracle, Twilio, HubSpot, NetSuite, and Microsoft Dynamics integrate Impartner.
In 2020, Impartner acquired TIE Kinetix’s TCMA business, which consists of a full suite of contemporary brand control and demand generation technologies. This acquisition consolidated Impartner’s position as the most holistic channel management platform.
Impartner’s PRM solution claims to provide a 32.3% increase in channel revenue and a 29% decrease in administrative costs. According to its website, it is the best PRM on the planet. The company uses a subscription revenue model, and pricing is available upon request.
In 2021, Impartner raised $50 million in funding from Brighton Park, a growth equity investment firm, bringing its total funding to over $113 million. Impartner will use the money to accelerate its ambitious roadmap, bolster marketing and sales resources, and expand customer success initiatives.
Impartner’s estimated annual revenue is $71 million.
Partnerize SWOT Analysis
This SWOT analysis covers Partnerstack’s strengths, weaknesses, opportunities, and threats.
- Easy to set up and operate
- Excellent customer service
- Multi award-winning
- Cloud-based infrastructure
- Consistent client revenue growth
- A high number of paying customers
- Financially secure; a growth financing round in 2020 raised $50 million
- Costs are low due to the lack of a physical product
- Low-cost company structure
- Data security is a concern
- Dependent on the success of its customers
- Focuses on just one aspect of marketing
- Create tools for different aspects of the marketing mix
- Expand into new and emerging markets
- Technological developments could be used to add new features
- Take advantage of trends in affiliate marketing and partnerships
- Thousands of new companies are set up each day globally and could benefit from partnerships
- Several companies are offering a similar service
- Official partnerships can pose problems if legal contracts are broken
- Companies may become better at managing their partnership ecosystems, so they no longer need a solution like Partnerize
- Legal and regulatory changes pose a threat to the technology industry
- The pandemic and war in Ukraine have weakened a significant number of global economies, so some companies have less money to spend on partnerships
Partnerize Competitors Analysis FAQs
Question: What Does Partnerize Do?
Answer: Partnerize helps some of the world’s leading brands turn their partnership channels into profit centers. It offers automation and scale- and outcome-based pricing models, allowing customers to drive profitable growth.
Question: Which Company is Partnerize’s Biggest Competitor?
Answer: Impact.com is one of Partnerize’s biggest competitors based on revenue, and it recently disclosed an annual recurring revenue of over $100 million, putting it on a relatively even footing with Partnerize.
Question: What Industry is Partnerize in?
Answer: Partnerize operates in the SaaS partner relationship management (PRM) industry.
Question: How Big is the Partner Relationship Management Industry?
Answer: The global PRM is expected to grow at a CAGR of 16.2%, hitting $180.01 billion by 2028.
Strategic partnerships form one of the most crucial growth channels for marketers, even ahead of paid search, which shows just how much potential there is in the PRM software industry. Partnerize is undoubtedly a leading company, but competition is hotting up.
Startups that are still relatively new to the industry, like Mavrck, can secure enormous amounts of funding, and along with a fresh perspective, this could put them in the lead.
Partnerize will have to continue investing in product development and customer retention to stave off the competition.
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