What is an advocate?

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When we talk about an “advocate” in the context of channel partnerships and indirect sales, we’re referring to a partner who actively promotes it and advocates for your products and services within their extensive networks. These partner advocates go above and beyond to champion your product, becoming an invaluable extension of your own sales and marketing efforts.

For example, if you’re a cybersecurity software company, an advocate might be a Managed Service Provider (MSP) that not only includes your software in their package of services, but also:

  • Recommends your product to potential clients in discussions or meetings
  • Features your product in their marketing campaigns, blog posts, or webinars
  • Speaks positively about your product at industry events or on social media
  • An advocate essentially becomes a super-partner, driving more sales and spreading positive word-of-mouth about your products or services. Their activities can help boost your brand reputation, increase customer trust, and ultimately, grow your business.

Cultivating advocates within your partner ecosystem typically involves providing exceptional support, clear communication, and valuable incentives. Recognize and reward their advocating efforts to keep them engaged and motivated.

These advocates are like ambassadors of your brand, so fostering strong relationships with them can be a game changer in your channel strategy. By empowering them, you’re nurturing a powerful force that can significantly amplify your indirect sales.