Built for strategic alliance and partnerships leaders
The CRM that treats a partner-sourced deal like a first-class citizen, not an exception.
Alliance work is co-sell, co-market, deal registration, MDF tracking, and joint account mapping. Strkr ships a CRM core with partner-sourced revenue as a first-class concept, co-sell pipeline visibility across tenant boundaries, and Strkr AI drafting for partner-facing communication.
Alliance management lives in a weird part of the revenue org. The alliance team does not own direct quota, but it influences a meaningful chunk of pipeline (30 to 55 percent is typical for a mature ecosystem). The CRM usually treats a partner-sourced deal as a direct-rep deal with a dropdown field for partner name, which erases almost every signal the alliance team actually needs. The pain points below are what Strkr onboarding hears on every intake call with an alliance leader at a company between 100 and 1,500 employees.
Partner-sourced attribution gets lost
The CRM collapses a joint deal into a dropdown field.
Most CRMs ship a partner name picklist on the deal object. That is the entire attribution surface. By quarter close the number is contested, the sales rep remembers it was a direct deal, the partner remembers they teed it up in month one, and finance cannot settle the dispute without reading email chains. Strkr models partner source, partner influence, and co-sell stage as explicit fields on the deal, with timestamped change history that holds up in a quarterly business review.
Deal registration friction
Deal reg lives in a form on a portal nobody loves.
The deal registration process at most companies lives inside a Salesforce Partner Community portal or a custom form that times out after 20 minutes of browser idle. Partners stop submitting. Deals go unregistered. Strkr ships deal registration as an inbound webhook with HMAC signing plus a lightweight embedded form that writes directly into the alliance pipeline, with the alliance manager getting notified in Slack when a partner submits.
Co-sell pipeline is invisible
Direct reps hide partner deals from the alliance manager.
A direct rep who closes a partner-sourced deal often does not tag the partner, because partner-sourced deals carry a lower commission multiplier at most companies. The alliance manager has no visibility into the deal until the win notification lands and the partner demands credit. Strkr forces the partner-source question into the deal stage advancement form, so the deal cannot progress past Qualify without an answer, with the audit log recording every edit.
MDF spend tracking is a spreadsheet
Marketing development funds live in Excel.
Market development funds at most alliance programs run on a spreadsheet that the alliance manager updates monthly, with no tie to the pipeline those funds generated. The ROI question (did the $42,000 we spent with that reseller produce more than $42,000 in pipeline) is unanswerable with the current tooling. Strkr ties MDF spend to a partner object, tracks allocated versus consumed versus pipeline generated, and prints the ROI number in the quarterly review deck.
Joint account mapping lives in Lucidchart
The joint account map is a static PNG.
Joint account mapping sessions with a partner produce a Lucidchart or Google Slides diagram that gets emailed around and goes stale in 11 days. The alliance manager cannot query which strategic accounts have active co-sell motion. Strkr ships an account mapping surface where each strategic account carries a joint field (partner contact, partner opportunity, our contact, our opportunity) that stays in sync with the pipeline.
Partner-facing communication
Writing partner-tone emails from scratch every time.
The alliance manager writes partner-facing emails all day. QBR invitations, deal reg clarifications, MDF approval notices, co-sell debriefs. The tone has to land between internal-colleague and vendor-formal, which is a voice. Strkr AI drafts the partner-facing email in that tone with retrieval scope that includes the partner history, the joint pipeline, and the MDF history, so the draft lands with real context instead of generic chatbot phrasing.
The alliance schema
Objects shaped like partnership work.
Strkr ships a tunable alliance schema with Partner, Joint Account, Deal Registration, MDF Allocation, and Co-Sell Stage as first-class objects. The alliance manager can rename or extend anything. The default lands close to where a 2026 alliance team typically settles after six quarters of pipeline friction.
Partner object
Tier, segment, scorecard, agreement.
A partner in Strkr carries tier (platinum, gold, silver, authorized), segment (reseller, SI, ISV, OEM, referral, technology alliance), partner scorecard metrics, signed agreement date, and renewal date. The tier field drives commission multipliers, MDF entitlement, and co-sell workflow priority automatically.
Joint account object
Strategic accounts both teams work.
A joint account ties your tenant and the partner relationship with named contacts on both sides, open opportunities on both sides, and account strategy notes. The field drives the joint account mapping surface, the co-sell pipeline view, and the QBR account review.
Deal registration object
Submitted, approved, expired, in flight.
A deal registration ties to the partner and the opportunity. It carries submission date, approval status (pending, approved, rejected, expired), approval expiration date (typical 90 days), and the deal reg protection terms. The registration drives deal stage visibility and commission attribution logic.
MDF allocation object
Budget, spend, program, pipeline linked.
An MDF allocation ties to the partner with budget amount, spend to date, program description (joint webinar, trade show, content syndication, SDR outreach), and the pipeline it generated. The object drives the MDF ROI calculation printed in the quarterly review.
Co-sell stage object
A separate stage track for partner deals.
Co-sell deals move through a parallel stage track (Partner Sourced, Jointly Qualified, Joint Demo, Partner Technical Validation, Joint Negotiation, Joint Closed Won). The track runs alongside the direct pipeline stages with cross-track visibility for the alliance manager and the deal rep.
Partner contact object
Role, authority, cadence, last touch.
A partner contact ties to the partner organization with role (alliance manager, partner sales, partner technical, partner marketing, partner executive), decision authority, communication cadence preference, and last touch timestamp. The alliance manager uses it to run the partner relationship cadence.
How Strkr AI drafts for alliance work
The AI jobs that fit a partnership motion.
Partnership communication has a tone that sits between internal colleague and arm-length vendor. Strkr AI drafts in that voice with retrieval scope that pulls partner history, joint pipeline, and MDF context. The buyer never picks a model or configures a provider.
Quarterly business review draft
The QBR deck narrative written in partner voice.
Strkr AI drafts the QBR narrative with the quarter metrics (joint pipeline sourced, joint deals closed won, MDF ROI, partner scorecard delta) summarized in a tone that congratulates where appropriate and flags gaps constructively. The alliance manager tunes two paragraphs on average before sending the invite.
Deal registration response
The approval or clarification reply within 24 hours.
When a partner submits a deal registration Strkr AI drafts the response (approval, clarification request, or rejection with reason) within 24 hours of submission. The draft pulls from the joint account history and the deal reg terms, so the response lands with real context.
MDF program debrief
The post-program ROI summary to the partner.
After an MDF-funded program closes (webinar, trade show, content syndication) Strkr AI drafts the ROI summary with spend consumed, pipeline generated, deals in flight, and recommended next program. The alliance manager reviews and sends to the partner within 10 business days of program close.
Co-sell debrief
The post-call summary to both sides.
After a joint call with a prospect Strkr AI drafts a debrief for internal rep and partner rep separately. The internal version carries the sales-coaching framing. The partner version carries the collaboration framing. Both pull from the same call summary but with different tone and scope.
Partner newsletter
The monthly ecosystem update.
Strkr AI drafts a monthly partner newsletter with product updates, program announcements, partner-success stories, and the upcoming program calendar. The alliance manager tunes the stories and the calendar, then sends via Strkr Messaging or the integrated email tool.
Renewal and tier conversation
The partner tier upgrade or renewal pitch.
For partners approaching tier upgrade or agreement renewal Strkr AI drafts the pitch with the past-year performance (pipeline sourced, deals closed, MDF consumed, scorecard delta) and the proposed tier terms. The alliance manager tunes and uses it in the renewal conversation.
The alliance operating cadence
The pipeline view that an alliance manager actually opens.
The default pipeline view in a direct-sales CRM does not fit alliance work. Strkr ships an alliance pipeline view with partner source, co-sell stage, deal reg status, and MDF tie all visible on the deal card. The cards below are the views an alliance manager runs weekly.
Partner-sourced pipeline
Every open deal with partner source attached.
The partner-sourced pipeline view surfaces every open deal where the partner source field is populated. Grouped by partner, sorted by close date, with pipeline amount, co-sell stage, and deal reg status visible on each card. The alliance manager scans the view weekly for stuck deals.
Deal reg queue
Registrations submitted in the last seven days.
A dedicated queue surfaces deal registrations submitted in the last seven days, grouped by partner, with the AI-drafted response ready to send. The alliance manager works the queue daily to keep partners engaged and deals moving.
MDF utilization
Budget allocated versus consumed versus pipeline.
The MDF utilization view shows each partner budget allocated, year-to-date consumed, year-to-date pipeline generated, and ROI ratio. The view surfaces partners with underused budget (missed opportunity) and partners with overspend risk (budget blown by Q3).
Joint account map
Strategic accounts with partner coverage.
The joint account map surfaces the firm strategic account list with partner coverage overlaid. Each row shows the account, your contact, your opportunity, the partner contact, and the partner opportunity. Red flag accounts (strategic to the firm with no partner coverage) sit at the top.
Partner scorecard
Tier performance for the quarter.
The partner scorecard view ranks every partner by tier target performance across pipeline sourced, deals closed, MDF efficiency, and relationship touches. The alliance manager uses it to flag partners for tier upgrade conversations and partners for program improvement conversations.
Quarterly business review cockpit
Everything a partner QBR needs on one page.
The QBR cockpit surfaces every data point needed for a quarterly partner review: joint pipeline, closed won, MDF ROI, scorecard delta, open initiatives, and the next-quarter plan. The alliance manager prints or screenshares the cockpit instead of building a slide deck from scratch.
Head-to-head
Strkr vs a direct-sales CRM for alliance work.
Most alliance teams run on a direct-sales CRM where partner is a dropdown field. The comparison below is Strkr alliance posture versus a generic CRM applied to a partnership motion.
Feature
Strkr
Generic direct-sales CRM for alliance work
Partner source attribution on deal
Explicit field with timestamped change history.
Dropdown with no audit trail.
Deal registration workflow
Inbound webhook with embedded form.
Portal form with 20-minute timeout.
Co-sell stage track
Parallel to direct stages with cross-track visibility.
Shoehorned into direct stages.
MDF spend tracking
First-class object with pipeline tie.
External spreadsheet.
Joint account mapping
Live surface with partner contact and opportunity.
Static Lucidchart PNG.
Partner scorecard
Built-in with tier target benchmarks.
Manual report built quarterly.
AI drafting in partner tone
Trained on your first partner emails.
Generic draft tone or no draft.
Partner contact cadence
Role based with last-touch tracking.
Same cadence as direct contact.
QBR cockpit
Pre-built with every quarter data point.
Deck built from CSV exports.
How teams use Strkr
Five alliance management playbooks.
The playbooks below are patterns Strkr onboarding sees across alliance team deployments at companies between 100 and 1,500 employees.
Pattern A
The 240-employee SaaS with a nascent reseller program.
A 240-employee SaaS company had signed its first 11 resellers and was running the program in a Google Sheet. The alliance VP spent about 14 hours per week on manual deal reg handling and quarterly review prep. Strkr onboarding ran a 16-business-day migration configuring the reseller tier structure, the deal reg inbound workflow, and the MDF object. The alliance VP reclaimed about nine hours per week and the first partner QBR cycle ran on real data.
Pattern B
The 600-employee ISV with a mature SI ecosystem.
A 600-employee ISV ran 42 system integrator partners with a tangle of Salesforce custom objects for deal reg and an external PRM for MDF. Strkr onboarding ran a 28-business-day migration consolidating the SI partner management into Strkr, with Salesforce staying as the direct-sales CRM for the time being. The joint account mapping surface replaced a 240-page Lucidchart file. The alliance VP got cross-SI visibility for the first time.
Pattern C
The 1,100-employee cybersecurity vendor with OEM partners.
A 1,100-employee cybersecurity vendor had three OEM partners embedding its product plus a reseller channel. The OEM revenue flow needed royalty tracking distinct from direct and reseller flows. Strkr onboarding configured a custom OEM revenue object tied to the partner object with monthly royalty reporting. The alliance team reduced OEM revenue dispute resolution time from 11 days average to under one day.
Pattern D
The 180-employee devtools startup with technology alliances.
A 180-employee developer-tools startup had technology alliances with 14 complementary vendors (joint integrations, co-marketing, no direct revenue sharing). The pain was tracking which joint accounts had which integrations deployed. Strkr onboarding configured a technology alliance tier and a joint integration object. The product marketing manager used the data to prioritize integration investment and co-marketing calendar.
Pattern E
The 420-employee fintech scaling to indirect-first.
A 420-employee fintech was pivoting from direct-first to indirect-first (resellers and brokers would represent 65 percent of pipeline by year three). The alliance leader needed a CRM that treated indirect as the primary motion. Strkr onboarding configured the pipeline so that direct deals were the exception and partner-sourced was the default, with the deal stage advancement form requiring partner source confirmation at Qualify. By quarter four the firm hit 58 percent partner-sourced pipeline.
Run an alliance program on a CRM that treats partners as first-class.
Book a 30 minute call. We will walk through the partner schema, the deal reg workflow, and the joint account mapping surface with your actual partner tier structure and ecosystem shape.
Does Strkr integrate with Salesforce PRM, Impartner, Allbound, or Crossbeam?
Strkr integrates with every major partner relationship management tool through its REST and GraphQL API, outbound webhooks with HMAC signing, and the published OpenAPI spec. For Salesforce PRM and Impartner the typical integration pulls deal registration data, partner contact data, and MDF allocation data into Strkr. For Crossbeam the integration pulls joint account overlap data into the joint account mapping surface. The engineering sprint runs one to three weeks depending on which tools stay in parallel.
How does Strkr handle commission attribution for partner-sourced deals?
Strkr models partner source and partner influence as separate explicit fields on the deal with timestamped change history. Commission calculation lives in the compensation tool (CaptivateIQ, Spiff, Everstage, Xactly) that reads from Strkr through the API. The alliance manager and the finance team see the same source attribution data, which collapses the quarterly commission disputes that typically eat alliance leader time. The audit log records every edit to the attribution fields.
Can Strkr handle a multi-tier partner program with different commission multipliers?
Yes. The partner tier field (platinum, gold, silver, authorized) drives commission multipliers, MDF entitlement, deal reg protection terms, and workflow priority automatically. The admin can rename tiers, add tiers (platinum plus, strategic alliance, authorized reseller), and configure the multipliers per tier. For companies running separate programs for reseller, SI, ISV, OEM, and technology alliance each program carries its own tier structure.
What does Strkr cost compared to Impartner, Allbound, or Mindmatrix?
Strkr runs flat per seat at $29 on Starter, $59 on Pro, and $119 on Scale per user per month, with a 14-day trial. For a 20-person alliance team on Pro the monthly spend runs $1,180 for seats plus $49 for AI Enhancement. Impartner typically runs $2,500 to $8,000 per month in enterprise contracts. Allbound and Mindmatrix sit in a similar range. Strkr sits well below the dedicated PRM tools because it is a CRM core with partner-first schema rather than a bolt-on partner portal.
How does the deal registration workflow work in practice?
A partner submits a deal registration through either an embedded form on your partner site or a direct API call. The submission writes into the deal registration object in Strkr with status pending. The alliance manager receives a Slack notification and can approve, request clarification, or reject within the Strkr console. Strkr AI drafts the response email with context from the joint account history. The protection terms (typically 90 days of registered deal protection) apply from the approval date, with automatic expiration tracking.
What is the compliance posture for alliance management work?
Strkr is HIPAA compliant with a BAA available on request, GDPR and CCPA compliant today, and SOC 2 Type II is in progress with a target of 2026-Q4. For alliance work the sensitive data (partner contracts, MDF allocation, pipeline detail) lives in Strkr with the full audit log capturing every record read and write. SSO (SAML and OIDC) is live on Scale tier through Clerk for enterprise-grade identity. Verified Domains are live on Scale tier. Partner-facing surfaces that need an external user experience use the inbound webhook pattern rather than direct Strkr access, which keeps the tenant perimeter clean.
No sales call, no migration consultant, no four-month implementation. Enter your card, get 14 days of the full Pro tier, cancel any time before day 14 with zero charge. Spin up a workspace, import your CSV, and have something useful before lunch.
We use cookies.
Essential cookies keep the site working. If you accept, we also enable Google Analytics
so we can see which pages help and which don't. Reject to opt out entirely. Details in our
Privacy Policy.
