A Value-Added Referral Partner (VARP) is a business or individual who refers clients to a product or service provider while offering complementary expertise, resources, or services that enhance the customer’s experience or solution. Unlike value-added resellers (VARs), their primary function is to generate leads for clients; however, they also differ from standard referral partners in that VARPs may contribute additional value throughout the customer journey.
These value-adds include:
- Providing industry-specific consulting or strategic advice
- Supporting implementation, training, or onboarding
- Offering niche tools, integrations, or bundled services
Organizations engage VARPs to extend their market reach while delivering enhanced, tailored solutions to end-users. They’re especially important in specialized or complex markets where buyers rely on trusted guidance before committing to a purchase.
Their involvement helps establish stronger client relationships, speeds up or sustains the sales process, and increases satisfaction by ensuring the referred solution is a well-suited match. At their most effective, a VARP’s lead generation and added value supports sustainable growth and deepens trust.
Centralize Ecosystems to Adapt to Market Trends
Infographic
The Changing Tech Landscape of Ecosystem Orchestration
The transition from the traditional indirect channels business model to the era of ecosystems marks a significant shift in modern business dynamics.
The new world of Ecosystem Orchestration fosters innovative, seamless collaboration and flexibility.
See the contrasts of Ecosystem Orchestration with the constrictions of traditional PRM and the impact of this implementation on your business.