This week, I came across Yotpo’s partner email communication—great job! They nailed the messaging to partners with this line:

“Agencies need more than just tools. They need a true partner that invests in their success, helps them grow, and provides a platform they can trust.”

Which is 100% true. As an agency, I don’t need more tools—I need more leads from my tech partners so I can grow my business with relevant customers. Too many tech companies expect everything to flow their way.

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So, of course, I clicked “Sign Up.” Beautiful page—well done. But after a quick 10-second scan, I just saw the usual stuff about partnering with a tech company. Nothing really stood out, especially in the “Why Partner with Yotpo?” section.

Some testimonials? Cool, but at this stage, that’s not what I care about. What would make me want to resell or offer Yotpo as an alternative to my clients? Tell me about:
• Your market size
• Demand for your product vs. competitors
• The actual opportunity for me as a partner

Yes, the page mentions an agency dashboard to manage clients, but let’s be real—that’s basic. Every serious tech company should have that by now.

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Now, this part was great, should way up in the page though but I’m not a fan of partner tiers, but having a clear tabbed breakdown of benefits was useful. It quickly showed what partners get and why customers should go through an agency instead of buying directly.

One issue though: Joint PR and co-marketing. This is one of the biggest BS promises in tech partnerships. It never happens. If you’re actually doing it, show examples. If you’re not promoting your solution partners to your audience, why should I promote you to my clients?

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Finally, the application form. It’s solid—concise, with the right questions to qualify partners. But why make applicants fill out two qualification forms—one on the website and another on PartnerStack (or whatever PRM/affiliate system you use)? Just send them directly to the PRM sign-up form. Making partners jump through unnecessary hoops is a surefire way to lose them.

Finally, the application form. It’s solid—concise, with the right questions to qualify partners. But why make applicants fill out two qualification forms—one on the website and another on PartnerStack (or whatever PRM/affiliate system you use)? Just send them directly to the PRM sign-up form. Making partners jump through unnecessary hoops is a surefire way to lose them.

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