How to create and manage partner accounts in Partnered for streamlined b2b workflows

If you’re juggling B2B partnerships, you know the admin mess isn’t what anyone signed up for. Spreadsheets, endless emails, and "let's circle back" meetings slow everyone down. If you want a way to create and manage partner accounts that actually makes life easier (and makes you look organized), this guide is for you.

Below, I’ll walk you through how to use Partnered to set up and run partner accounts—without the fluff. I’ll call out what works, what doesn’t, and what to honestly skip. Let’s get you set up so you can get back to the work that matters.

Step 1: Get Clear on What a "Partner Account" Means in Partnered

Before you start clicking around, take a minute to get your head straight on the basics.

  • A "partner account" in Partnered is not the same as a customer account. It's an external company (reseller, distributor, tech partner, whatever) that you work with.
  • Each partner gets their own workspace inside your Partnered instance.
  • Partnered is built to handle reciprocal workflows—sharing leads, tracking referrals, managing co-selling, etc.

Pro tip: If your “partner” is just a one-off vendor, you probably don’t need to bother. Use partner accounts for folks you collaborate with often or at scale.

Step 2: Set Up a New Partner Account

Here’s how to actually add a partner account in Partnered:

  1. Log in to your Partnered dashboard. (Obvious, but hey—double-check you’ve got the right admin rights.)
  2. Navigate to the “Partners” section. Usually on the left sidebar.
  3. Click “Add Partner” or “New Partner Account.”
  4. Enter the partner’s company info.
    • Company name (use the legal name, not a nickname)
    • Main contact email
    • Optional: website, phone, description, etc.
  5. Set access and permissions.
    • Decide who from your team can see/interact with this partner.
    • Set what the partner can see if you invite them into your Partnered portal.
  6. Save and review. Double-check you didn’t fat-finger the email or typo the company name.

What works: The process is pretty straightforward. The UI doesn’t drown you in options, which is great.

What doesn’t: Partnered’s permission settings can be a little dense. If you’re not sure what a toggle does, hover for the tooltip or check the help docs—don’t just guess.

Step 3: Invite Your Partner (If You Want Them Inside Partnered)

You’ve got two ways to work with partners:

  • Invite them into Partnered: If you want them to see deals, share notes, or work inside the platform with you.
  • Keep it internal: If you just want to track stuff on your side and share updates the old-fashioned way.

To invite your partner in:

  1. Go to the partner account you just created.
  2. Click “Invite Partner” or similar (the button might say “Send Invite” or “Add Contacts”—the naming isn’t always consistent).
  3. Enter the main contact’s email address. Don’t add everyone—start with a main point of contact.
  4. Write a short, direct invite message. Don’t use Partnered’s default template. Make it clear why you’re inviting them and what to expect.
  5. Send the invite and wait for them to accept.

Pro tip: Not every partner wants another platform login. If they drag their heels, don’t push. You can still manage everything internally.

Step 4: Organize and Tag Your Partner Accounts

Don’t just dump partners into a big list. After a few months, it’ll be chaos.

  • Use tags or categories to group partners by type (reseller, tech, agency, etc.).
  • Add notes on partnership status: “Active,” “Onboarding,” “Dormant,” etc.
  • If you work with multiple contacts at a partner, add their roles (sales, tech, exec sponsor) for clarity.
  • Use custom fields if Partnered offers them—don’t overload the “notes” section with everything.

What works: Tagging makes reporting and filtering way easier down the road.

What doesn’t: If you skip this now, you’ll regret it later. It's a pain to retroactively clean up a messy partners list.

Step 5: Share and Track Deals, Leads, and Referrals

This is where Partnered earns its keep—or falls flat, depending on your setup.

  1. From the partner account page, look for options like “Share Lead,” “Refer Deal,” or “Co-Sell Opportunity.”
  2. Fill in the required details. These usually include company, contact, deal value, stage, etc.
  3. Assign an owner—on both sides, if the partner is in your portal.
  4. Set up notifications so you know when things move or stall.
  5. Track activity: Comments, notes, status changes, and outcomes should all live here.

Pro tip: Only share the deals you actually want help on. Don’t flood partners with junk leads.

What works: When both sides use Partnered, updates are transparent and there’s less “Did you get my email?” back-and-forth.

What doesn’t: If partners don’t log in or update status, you’re back to chasing them manually. Some folks just won’t use the tool, no matter how much you nudge.

Step 6: Manage Permissions and Data Sharing

This is the part most people get wrong—either they overshare sensitive info, or lock things down so tightly partners can’t help.

  • Review access regularly. Who can see what? Adjust as people join/leave on both sides.
  • Limit visibility. Only let partners see deals or notes relevant to them.
  • Use audit logs (if available) to track changes or data access. If you share stuff you shouldn’t, you’ll want to know who saw it.

Pitfall to avoid: Don’t assume your settings are “fine by default.” Spend five minutes checking what a partner can see by using a test account or asking a trusted partner for feedback.

Step 7: Keep Everything Updated—and Don’t Let Accounts Get Stale

Partner accounts aren’t “set it and forget it.” If you don’t keep info fresh, you’ll end up with:

  • Outdated contacts (good luck when someone leaves)
  • Dead pipeline deals
  • Partners wondering why you’re sharing irrelevant stuff

Do this once a month:

  • Review partner activity
  • Archive or deactivate dormant accounts
  • Update main contacts and notes

If it takes more than 15 minutes, your process is too complicated.

What to Ignore (or Approach with Caution)

Not every Partnered feature is worth your time. Here’s what you can skip, at least at first:

  • Overly complex reporting: Focus on what’s actually moving deals forward, not vanity metrics.
  • Automated partner scoring: These are often black boxes. Use your own judgment on partner value.
  • Endless customization: Get the basics working before you start tweaking every field or workflow.

Common Frustrations (and How to Work Around Them)

  • Partner won’t accept invite: Manage internally, email reports as needed.
  • Too many notifications: Adjust your settings; otherwise, you’ll start ignoring everything.
  • Messy data: Set some ground rules for naming, tagging, and updating info—otherwise, the tool becomes another digital junk drawer.

Final Thoughts: Start Simple, Iterate Later

Don’t get sucked into overengineering your partner management process. Partnered can help, but only if you keep things simple. Set up accounts, share what matters, and keep your lists clean. As you see what works (and what your partners will actually use), you can always tweak things down the road.

Focus on making your B2B workflows smoother—not more complicated. Your future self will thank you.