Navigating the Salesforce Partner Program: benefits and how to join

Salesforce, the world's #1 CRM, continues to dominate the global market, with over 150,000 customers spanning more than 15 industries as of 2024. From small startups to Fortune 500 companies, businesses rely on Salesforce to accelerate operations and manage customer relationships. However, to fully unlock the power of the Salesforce ecosystem, becoming a part of the Salesforce Partner Program is essential.

The Salesforce Partner Program is a network of experts certified to develop, implement, and optimize Salesforce solutions for clients. At Noltic, we’ve earned Summit (Consulting Partner) and Crest (ISV Partner) partnership badges, showcasing our expertise and commitment to delivering high-quality solutions. In this Salesforce Partner Program guide, we'll explore the program's benefits and the steps to join it, drawing from our own experience. 

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The Salesforce Partner Program overview

The Salesforce Partner Program can help you develop new opportunities, achieve success, and deliver exceptional value. Salesforce is strongly committed to partners’ success, making onboarding and growing within the program more accessible. 

Partners can choose paths and resources that align with their specific market focus and expertise. Whether you’re in consulting, technology, or a niche industry, the program offers options customized to your unique goals and requirements. This diversified approach helps you maximize your potential and better serve their clients.

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Salesforce Partner types

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Salesforce Partner Program features four different program tracks to choose from:

• Consulting Partners. These partners provide advisory and implementation services to help clients optimize their Salesforce solutions. They focus on strategy, solution integration, and customization to meet specific business requirements.

• Managed Service Provider (MSP) Partners. They offer ongoing support and management services for Salesforce solutions after implementation, ensuring clients' Salesforce environments are well-maintained and optimized for performance.

• Cloud Reseller Partners. These partners focus on reselling Salesforce's cloud-based solutions. They act as intermediaries between Salesforce and end customers, helping adopt and implement products in countries where Salesforce has a lower reach.

• AppExchange Independent Software Vendor (AppExchange ISV) Partners. They develop and sell applications on Salesforce’s AppExchange platform. These partners create solutions that extend Salesforce's native capabilities.

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Salesforce Partner Program tiers

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Eligibility for each tier across all tracks except AppExchange ISV is measured and evaluated by the Trailblazer Score in four main pillars: Customer Success, Innovation, Growth, and Impact. The better a partner performs, the more points they earn on their scorecard. All Trailblazer Score points add up to a maximum of 1,000 points. 

However, program tiers vary depending on the chosen partnership track. Let’s examine each tier more closely.

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Consulting track:

The Salesforce Consulting Partner program has four tiers:

• Base – the entry-level tier for consulting partners. It provides foundational resources and support to help you get started with Salesforce. Base partners can begin to build their practice and access essential training materials.
• Ridge partners receive additional benefits, including access to more advanced resources, training, and support. They are expected to show consistent performance and a commitment to growth.
• Crest tier offers even more resources, including specialized training and access to exclusive programs. Crest partners are recognized for their proven ability to deliver value to customers.
• Summit partners are leaders in the Salesforce ecosystem and play a vital role in driving customer success.

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Trailblazer Score points are assigned on March 1 each year and last till the next fiscal year unless you earn a higher tier during a quarterly evaluation. Refer to the Consulting Trailblazer Scorecard page for more details.

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Consulting Navigator

Navigator helps Salesforce Consulting partners stand out by showcasing their Salesforce-validated expertise, which can be verified on the AppExchange and used to promote their capabilities to prospects, customers, and Salesforce sales teams.

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Navigator offers three levels of expertise distinctions for partners: Expert is the highest, followed by Level II Specialist and Level I Specialist. Expert distinctions are earned in Cloud, Industry, and Service categories, while Level I and II Specialist distinctions are awarded for specific products, industry sectors, or services.

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Managed Service Provider (MSP) track:

Managed Services include six main categories:

• Administration;
• Support services;
• Release and change;
• Developer and integration;
• Analytical services;
• AppExchange app management.

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MSP partnership track includes three tiers:

• Base tier provides foundational resources and support for partners to establish their managed services within the Salesforce ecosystem;
• Ridge tier is available for partners who demonstrate higher engagement and commitment and includes more advanced training and resources.
• Crest tier is designed for partners with significant expertise in delivering managed services for Salesforce.

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MSP Trailblazer Score points are added based on the following criteria:

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Cloud Reseller track:

This track, similar to MPS, includes three tiers:

• Base tier for the newly-enrolled partners will be assigned automatically and evaluated during the reviews;
• Ridge tier is assigned to partners who demonstrate greater engagement and sales performance;
• Crest is the highest available tier and provides advanced training and support for optimizing sales strategies.

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The Trailblazer Score points are assigned based on the following achievements:

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AppExchange ISV track:

The Salesforce ISV partner program helps organizations launch their products quickly and drive business growth. It includes five tiers:

• Registered ISVs tier is the initial partnership level for those who just joined the program;
• Exploration ISVs tier is created for partners actively researching the market and designing their first app;
• Build ISVs tier focuses on developing solutions and preparing for app launch on the AppExchange market;
• Select ISVs partners already have their apps launched on the market and are expanding their offerings;
• Summit ISVs includes Salesforce’s key strategic partners. 

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In FY25, Salesforce decided to step back from the usual scorecard for AppExchange ISV Partners, bringing the evaluation to the inside team. 

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Salesforce Partner Program benefits

All Salesforce partners enjoy a range of benefits designed to help them succeed in the Salesforce ecosystem. While every partner has access to core advantages, those in higher tiers unlock additional perks, such as faster response times from Salesforce managers and early access to new technologies.

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Core advantages for all partners

Salesforce supports every participant in its program, but the higher your level, the more benefits you unlock.

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Access to professional Salesforce resources

Partners gain access to an extensive library of professional Salesforce resources, including comprehensive documentation, implementation guides, and case studies. This includes access to the Salesforce learning portal, where you can find tutorials and articles on specific functionalities. Additionally, partners can utilize the Salesforce Partner Community to collaborate and share best practices among other members. These tools help you stay updated on the latest features and enhancements, ensuring you can provide the most current solutions to your clients.

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Technical support

Partners receive dedicated technical assistance from Salesforce’s support teams, which is invaluable when troubleshooting or implementing complex solutions. This often includes direct access to a technical account manager who can provide personalized guidance based on the partner's specific needs. 

You can also access community forums to connect with other partners and Salesforce experts. This helps ensure that all members can resolve common challenges quickly, minimizing downtime for their clients.

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Certification opportunities

Salesforce encourages partners to enhance the team’s skills and knowledge through various certification programs tailored to different roles and expertise levels. You can pursue certifications for associates, admins, designers, consultants, architects, marketers, developers, and AI experts. Certificates validate your expertise and increase trust and marketability.

Salesforce offers preparation resources, including study guides, practice exams, and instructor-led training sessions, to help partners achieve certification. Attaining certification not only boosts your credibility but also equips you with the skills necessary to provide high-quality services to clients, leading to improved customer satisfaction and retention.

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Discount programs

Partners have access to various discount programs on Salesforce products and services, which can significantly reduce operational costs. These discounts may apply to licensing, training, and event participation fees.

This financial relief allows partners to offer competitive pricing to their customers while freeing up resources for investments in marketing, training, and additional services. Additionally, you may receive bulk purchase discounts for acquiring multiple licenses, certifications, or services, further enhancing their profitability.

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Tier-based benefits

If you've earned enough points in the Trabillizer Score, you'll unlock additional opportunities.

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Better lead generation

Salesforce prioritizes higher-tier partners when distributing leads, ensuring they receive more high-quality prospects that align with their offerings. This targeted lead generation includes access to Salesforce's advanced CRM data, enabling you to identify potential customers most likely to convert. Moreover, higher-tier partners may also participate in special lead generation programs focusing on specific industries or geographic regions, allowing them to tap into niche markets.

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Exclusive opportunities

Higher-tier partners gain access to exclusive marketing opportunities that can significantly enhance their visibility in the Salesforce ecosystem. This may include participation in Salesforce events, such as Dreamforce, where you can showcase your solutions to thousands of potential customers. You may also benefit from featured listings on the AppExchange, which enhances your discoverability. Co-marketing campaigns allow partners to leverage Salesforce’s brand recognition in joint initiatives, amplifying their reach and credibility.

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Sales and marketing support

Salesforce provides a sales and marketing support framework to help partners reach their target audience. This includes co-branding opportunities, where partners can use Salesforce branding in their marketing materials, lending credibility to their offerings. You receive access to various marketing assets, such as brochures, slide decks, and email templates, which you can customize for your campaigns.

Furthermore, Salesforce offers guidance on developing go-to-market strategies, including tips on identifying target markets, leveraging social media, and participating in events to enhance brand awareness and lead generation.

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Priority support

Partners in advanced tiers receive priority support from Salesforce, ensuring faster response times and more personalized assistance. This access is crucial if you need quick resolutions to technical issues or business inquiries, enabling you to maintain high service levels for your clients. In addition, priority partners may receive dedicated support channels or account managers who understand their business models and can provide tailored advice and solutions to enhance their operations.

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Advanced training

Higher-tier partners can access more advanced training resources, including specialized workshops, certification boot camps, and exclusive training sessions led by Salesforce experts. This often covers not just product features but also strategic insights into market trends, customer engagement strategies, and sales methodologies. Such training enables you to deepen your knowledge and skills, allowing you to offer more sophisticated solutions to their customers.

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Financial incentives

As partners progress to higher tiers, they may qualify for additional financial incentives, such as performance-based rebates or bonuses for achieving specific sales targets. These incentives not only reward program members for their success but also encourage them to invest further in their Salesforce practices and customer engagement strategies. Furthermore, higher-tier partners may have access to funding programs that support marketing initiatives or product development, further enhancing their ability to grow and succeed in the Salesforce ecosystem.

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Exclusive events

You can receive opportunities to attend high-profile Salesforce gatherings, such as Dreamforce and Salesforce Partner Summits. Higher-tier partners also often get premium perks like early access to tickets, VIP networking sessions, and exclusive sponsorship opportunities, providing increased visibility and engagement with Salesforce executives, industry leaders, and potential clients. These events also offer access to special workshops and partner-only sessions for top-tier members.

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The Salesforce Partner Program requirements 

Joining the Salesforce Partner Program comes with specific requirements for a specific partnership type. Each of them has distinct criteria to ensure organizations are equipped to represent and deliver Salesforce solutions effectively. Let’s take a look at the detailed requirements:

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Consulting and MSP Partner

According to the Salesforce Consulting/MSP Partner program policy, organizations should have at least two credentials from the program-qualifying list. Once these requirements are met, the Provisional Partner will be admitted into the Program on a non-provisional basis and will be assigned to the Base tier of the Consulting/MSP Partner Program. The application process, from sign-up to acceptance, can take up to 10 weeks.

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Navigator requirements

• Level I Specialist. A partner demonstrating foundational knowledge and the ability to consistently deliver successful customer outcomes. The organization needs at least one certified employee in the relevant product area, complete at least 3 projects within the past two years with returned CSAT surveys, and maintain an average CSAT score of 4.2 or higher.
• Level II Specialist. A partner with proven delivery capacity and a strong track record of maintaining high customer success standards. The company needs to employ at least 5 certified individuals in the relevant product area, complete at least 10 projects within the past two years with returned CSAT surveys, and maintain an average CSAT score of 4.4 or higher.
• Expert. The most experienced partners, capable of handling complex challenges while achieving top customer satisfaction across multiple specializations. To become an Expert, your company must attain at least 75% of the Level II specializations within the relevant expertise category.

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Cloud Reseller Partner

For this partnership type, employees need to complete at least one of the following:

• Indirect Sales Accredited Professional Exam;
• Tableau Sales Accreditation Exam;
• Salesforce Sales Champions, inclusive of Commerce, Customer 360, Data, Marketing, Mulesoft, Sales, Service and Tableau;
• Sales Capacity Learning Journeys earning Demand Gen Ready, Pre-Sales Ready, or Sales Ready Persona distinctions.

Also, the partner has to complete and maintain at least two certifications:

• Sales Cloud Consultant;
• Service Cloud Consultant;
• Marketing Cloud Consultant;
• Tableau Architect Associate;
• Tableau Consultant;
• Mulesoft Certified Architect;
• Mulesoft Developer.

Minimum requirements for full-time employees are the following:

• Account Executive;
• Marketing Manager;
• Lead Generation Resource;
• Sales Engineer;
• Consultant;
• Customer Success/Renewal Manager.

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AppExchange ISV Partner

Salesforce AppExchange program partners should start by registering on the AppExchange Partner Console. This tool allows you to create a listing, track the security review process, and analyze the listing performance.

The next step is to choose the specialization:

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OEM Partner

Provides a combined solution that includes the partner's application and a Salesforce license. This solution is offered to both new and existing Salesforce customers. This Salesforce Partner Program cost includes fees for distributing a bundled package.

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Data Cloud Partner

Creates applications or integrations that extend the capabilities of Salesforce CDP (Customer Data Platform) by adding new functionality or integrating additional data sources.

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Commerce Cloud Partner

Develops applications or integrations that complement Salesforce Commerce Cloud, enhancing its offerings by combining them with the partner’s own products or services.

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All Other Clouds – Paid

Offers paid applications to existing Salesforce customers. These customers can install, access, and fully use the application’s features by paying a fee to the partner.

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All Other Clouds – Free

Distributes free applications to existing Salesforce customers, allowing them to install and use the full functionality of the application without any fees to the partner.

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Tableau – Technology Partner

Builds integrations that improve the experience for Tableau Desktop and/or Tableau Cloud users.

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After you’ve chosen your specialization, you can start developing your application. Here are the steps:

1. Create a Trailblazer account.
2. Develop your solution and prepare for the AppExchange Security Review. You can begin the AppExchange ISV onboarding process at any development stage, whether your solution is early or advanced. However, you should have a clear architecture ready to present to the AppExchange ISV team. Remember, you're responsible for implementing and maintaining a comprehensive security program for all apps listed on AppExchange. Details about the Security Review requirements and submission process can be found in the AppExchange Partner Console Guide.
3. Create your listing in the Listing Builder, where you can build and edit your AppExchange listings for packages and solutions distributed through the AppExchange ISV Partner Program.
4. Once you've started the listing process and shared basic company info, the next step is setting your pricing and getting approval. Pricing transparency helps customers understand your app's features. After submitting for business approval, the AppExchange ISV team will review your details and discuss a Partner Application Distribution Agreement (PADA). This process varies for each partner based on technology use cases and go-to-market strategy. The ISV team will help determine the best Salesforce commercial arrangement, either through a standard revenue share or a volume-based fee structure.
5. You can publish your listing once you’ve received security review approval, business approval, and confirmed pricing.

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A step-by-step guide to joining the Salesforce Partner Program

Are you ready to enjoy the benefits of becoming a Salesforce partner? Let’s dive into the details:

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Choose what partnership type suits your goals best 

Start with assessing your goals and expertise to choose the right partnership type. To find more details on each partnership and which one suits you, visit the Salesforce Partner Program overview page.

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Register for the Salesforce Partner Community

After deciding on your partner type, the next step is registering for the Salesforce Partner Community, which is the hub for resources, tools, and support. Follow these steps:

1. Go to the Salesforce Partner Community Registration page;
2. Fill out the form with your business and contact details;
3. Choose the type of partner program you want to join (Consulting, ISV, etc.);
4. Submit the registration form.

Once you submit it, you’ll receive a confirmation email with further instructions. You can log in to the Partner Community to access more resources and check the status of your application.

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Complete the partner application

After registering, you will need to complete a more detailed application that includes:

• Business information with details about your company, such as size, location, and contact details;
• Salesforce products or services your business is experienced in;
• Your team’s certifications and experience with Salesforce.

Once you’ve provided all the necessary information, submit your application for review. The Salesforce team will assess your application and might reach out if they need additional information.

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Accept the Salesforce Partner Program Agreement (SPPA)

Once Salesforce reviews and approves your application, you must accept the Salesforce Partner Program Agreement (SPPA) to become a partner. This agreement outlines the terms and conditions of your partnership with Salesforce, including:

• Program fees, as some Salesforce Partner Program levels may require an annual program fee;
• Salesforce’s code of conduct, data security standards, and other operational guidelines.
• Partner’s role in maintaining certifications, staying updated on Salesforce products, and adhering to Salesforce's brand usage guidelines.

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Complete onboarding and training

After accepting the SPPA, you’ll receive onboarding materials and resources to help you get started as a Salesforce partner. This process includes:

• Sales and technical Trailhead modules, specifically designed for partners, help your team familiarize themselves with Salesforce’s ecosystem;
• Partner-exclusive resources, marketing materials, Salesforce-specific tools, and development environments like Partner Development Orgs (for ISV partners);
• Dedicated partner support, where you can contact Salesforce experts to guide you through implementation issues, product questions, or certifications.

You can monitor your progress and access all these resources through the Partner Learning Camp.

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Our experience of becoming a member of the Salesforce Partner Program

Becoming a member of the Salesforce Partner Program was a key step in our growth at Noltic. The journey wasn’t just about meeting the technical requirements; it was about aligning ourselves with Salesforce's vision and its rigorous standards. We are currently holding the titles of Summit Consulting Partner and Crest ISV Partner, reflecting our contributions to building innovative solutions on AppExchange.

We started by focusing on the basics: completing Salesforce certifications for our team. Now, we boast more than 345 of them, and we continue learning every day to stay on track. Meanwhile, we started building a portfolio of successful projects and proving our expertise in delivering solutions using the Salesforce platform. These certifications weren’t just formalities—they ensured our team had the knowledge and skills to tackle real-world challenges. 

Next, we submitted our application, which included showcasing our clients’ success. We highlighted how we’d helped businesses adopt Salesforce and transform their operations. These case studies played an enormous role in demonstrating our ability to deliver results.

One of the more challenging aspects was earning our Navigator badges. Each badge required a combination of certifications, skills for building customer success, and ongoing commitment to learning. 

Now we possess Navigator badges in Salesforce solutions:

• Expert badges in Customer 360 Platform, Experience Cloud, Managed Services, PDO/AppExchange.
• Level II Specialist badges in Sales Cloud and Service Cloud.
• Level I Specialist badges in Data Cloud, Einstein, Marketing Cloud, and Nonprofit Solutions. 

As for the Industry Expertise, we hold:

• Level II badges in Financial Services and High Tech;
• Level I badges in Communications, Education, Nonprofit, Professional Services, and Retail.

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Conclusion

Becoming a member of the Salesforce Partner Program is more than just a badge—it’s a commitment to delivering quality, innovation, and results to clients. With Salesforce being the top CRM worldwide, joining this ecosystem opens up opportunities to provide transformative solutions across multiple industries. We’ve experienced firsthand how this program equips us with the right tools, support, and expertise to take our services to the next level.

Our journey through the program involved earning certifications, meeting strict requirements, and showcasing our successful Salesforce projects. The resources and support we’ve gained from being part of the Salesforce Partner Program have allowed us to grow, strengthen our expertise, and better serve our clients.

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FAQs

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Can I change my partner tier?

Yes, you can change your partner tier, but it’s not an automatic process. To move to a higher tier, your business must meet specific criteria set by the Salesforce Partner Program. These criteria typically include the number of Salesforce certifications your team holds, the customer success stories you can provide, the number of active projects, and the revenue generated from Salesforce-related services.

Salesforce regularly reviews partner performance and awards points for earning new certifications, delivering successful customer projects, and achieving high customer satisfaction scores. You can apply for an upgrade if you accumulate enough points to meet the requirements for a higher tier. Conversely, if your performance drops, you may be downgraded. Therefore, regularly monitoring your progress using Salesforce’s Partner Navigator is essential to understand how close you are to reaching the next tier.

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How do I choose the right specialization for my business?

Choosing the right specialization depends on your company’s expertise, your team’s skills, and the needs of your target clients. Start by evaluating your past projects: what industries have you been most successful in? Have you developed expertise in specific Salesforce products, such as Sales Cloud, Service Cloud, or Marketing Cloud? If your team has certifications in these areas, they might be the right direction for specialization.

Salesforce offers a variety of specializations under two main categories: Industry Specialization and Product Specialization. Industry specialization allows you to focus on sectors like financial services, healthcare, or manufacturing, where you can tailor solutions to meet industry-specific regulations and needs.

Product specialization allows you to focus on specific Salesforce products like Field Service Lightning or CPQ. It’s crucial to align your choice with the demands of your target market and the certifications you can offer. Specializing in high-demand areas increases your credibility and opens more doors for opportunities.

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Are there any benefits to specializing in a particular industry or product?

Yes, specializing in a particular industry or product brings several advantages. First, it positions your business as an expert, which can help you attract more targeted clients who need specific solutions. Specialization also allows you to develop deeper expertise, leading to more effective and efficient implementations, which enhances customer satisfaction and can result in repeat business or referrals.

Salesforce offers specialized partner support through marketing resources, partner events, and co-selling opportunities. For example, specializing in an industry like financial services can give you access to Salesforce's Financial Services Cloud resources, tailored customer success stories, and joint go-to-market initiatives with Salesforce. Specialization can also improve your visibility within the Salesforce ecosystem, making it easier for potential clients to find and trust you when looking for a partner with specific expertise.

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How can I find resources and training as a partner?

As a Salesforce partner, you have access to various resources and training materials to help you develop your team’s expertise. The Partner Learning Camp is Salesforce’s primary platform for partner training. It offers courses on everything from Salesforce basics to advanced development and implementation techniques. You can also pursue certifications in areas relevant to your specialization, such as Salesforce Administrator, Platform Developer, or Solution Architect.
In addition to Partner Learning Camp, you can access the Salesforce Partner Community, where you’ll find a wealth of documentation, webinars, success stories, and best practices to support your growth.

Salesforce frequently updates its platform, so staying current with new features and updates is crucial. The Partner Community offers technical documentation and release notes to help you stay up-to-date. Lastly, Salesforce organizes events like Dreamforce and Salesforce Partner Summits, which provide excellent networking and learning opportunities.

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How can I increase my revenue as a Salesforce partner?

There are multiple strategies to increase your revenue as a Salesforce partner. One of the most effective ways is to develop deep expertise in high-demand Salesforce products or specific industries. For example, gaining a specialization in industries like healthcare or financial services can allow you to charge premium prices for tailored solutions.

Another strategy is to offer additional services beyond implementation, such as consulting, ongoing support, or managed services. This creates a stable revenue stream from clients who need continuous optimization and management of their Salesforce environments.

Additionally, building custom solutions or apps for the Salesforce AppExchange can open up new revenue channels. By creating scalable products that solve common business problems, you can generate passive income through licensing or selling these apps.

Taking advantage of Salesforce co-selling opportunities is also critical. As a partner, Salesforce may help you find and close deals by co-selling to their customers, especially if you offer specialized skills or services that complement Salesforce's core offerings. Finally, continuously investing in your team’s certifications and skills can help you handle more complex projects, charge higher rates, and grow your client base.