Beyond the Portal: Architecting a Partner Ecosystem with Experience Cloud
Most partner portals are digital filing cabinets. Learn to build a true Partner Relationship Management (PRM) ecosystem that drives channel revenue, simplifies deal registration, and empowers partners to win.
Download the PRM Launch Checklist
Your complete checklist for designing, building, and launching a high-impact Experience Cloud PRM portal that partners will actually use.
Download Free ChecklistIndirect sales channels are a massive growth engine, yet most companies fail to manage them effectively. They launch a basic partner portal, upload a few marketing assets, and wonder why 80% of their channel revenue still comes from 20% of their partners. The problem isn't the partners; it's the portal.
Salesforce Experience Cloud, when architected for Partner Relationship Management (PRM), transforms a passive portal into an active ecosystem. It's not just a place to download content; it's a platform to register deals, manage leads, track performance, and collaborate with your internal sales teams—all powered by real-time Salesforce data.
Why Basic Portals Fail Your Channel Strategy
A static portal treats partners like a separate, less important sales force. It lacks the dynamic data and collaborative tools that make your internal teams successful. This creates friction, slows down sales cycles, and ultimately leads to partner disengagement.
According to Forrester, 71% of channel partners are disengaged with their vendors' programs. The primary reason? A lack of easy-to-use tools for lead management and deal registration, forcing them to resort to email and spreadsheets.
Architecting for PRM: The Core Components
A true PRM solution built on Experience Cloud requires a specific architecture that leverages core Salesforce objects and automates key channel processes.
Partner Account Model
├─ Account (Partner Company)
├─ Contact (Partner Users)
└─ Partner Tiers (Gold, Silver, Bronze)
Sales Collaboration Objects
├─ Lead (with Partner Account field for distribution)
├─ Opportunity (with Deal Registration Flow)
└─ Custom Objects for MDF & Co-op Funds
Enablement & Content
└─ CMS Connect & Salesforce CMS for targeted content
The 5-Phase PRM Implementation Framework
Phase 1: Define Your Partner Journey
Before building anything, map the entire lifecycle of a partner, from recruitment and onboarding to co-selling and performance management.
- Onboarding: What training and resources do new partners need?
- Lead Management: How are leads passed to and from partners?
- Deal Registration: What is your process for approving and protecting partner-sourced deals?
- Enablement: How do you deliver targeted content based on partner tier and specialty?
Phase 2: Configure Sharing & Visibility
This is the most critical technical step. You must ensure partners can only see their own leads and opportunities, while allowing for collaboration with your internal team.
- Use Partner Account Roles: Set up a role hierarchy for each partner account to manage visibility within the partner's own team.
- Configure Sharing Sets: Use Sharing Sets to grant partners access to records associated with their Account.
- Leverage External Account Hierarchies: For complex partners with sub-distributors, model this to ensure proper data segregation.
Phase 3: Automate Core PRM Processes
Use Flow to automate the high-friction processes that frustrate partners and slow down revenue.
- Deal Registration Flow: Build a screen flow that allows partners to submit deals, checks for duplicates, and routes for approval.
- Lead Distribution Flow: Create rules to automatically assign inbound leads to the best-fit partner based on territory, expertise, or tier.
- MDF Request Flow: Automate the process for partners to request, and for you to approve and track, marketing development funds.
Phase 4: Build the Partner Experience
Design a user-friendly and branded portal using Experience Cloud's builder. Focus on a clean UI that surfaces the most important information first.
- Personalized Homepage: Use Audience Targeting to show different content and dashboards to partners based on their tier or role.
- Action-Oriented Dashboards: Display key metrics like open leads, registered deals, and pipeline value.
- Integrated Content: Use Salesforce CMS to deliver targeted enablement materials directly within the portal.
Phase 5: Launch, Measure & Iterate
Roll out the portal to a pilot group of trusted partners. Gather feedback and track key metrics to measure success and inform future enhancements.
- Track Adoption: Monitor login rates and usage of key features like deal registration.
- Measure Performance: Build reports on partner-sourced pipeline, close rates, and sales cycle length.
- Gather Feedback: Use surveys and feedback forms within the portal to continuously improve the partner experience.
Ready to Build a Winning Partner Ecosystem?
Let's architect an Experience Cloud PRM solution that empowers your partners, eliminates channel conflict, and accelerates indirect revenue growth.
Schedule Your PRM Strategy Session →