Guide

The Databricks Partner
Program for ISVs
Partnering for data and AI successT H E D ATA B R I C K S PA R T N E R P R O G R A M F O R I S Vs

Contents2

Overview

3

Benefits of Partnering With Databricks

7

Databricks Partner Program

9

Select Your Path to Success

10

Apply, Validate and Execute

12

GTM Best Practices for Success15

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Overview

3This guide provides an overview of the
Databricks Partner Program for ISV partners.
In this guide, you’ll learn:■H ow Databricks can empower partners to drive joint success■T he different ways ISVs can partner with Databricks

■T he best go-to-market practices for partnering with Databricks to drive
customer adoption

Together, we’re helping data and AI teams solve the world’s toughest problems.

T H E D ATA B R I C K S PA R T N E R P R O G R A M F O R I S Vs

Databricks

The Databricks Data Intelligence Platform, built on lakehousearchitecture, provides an open, unified foundation for all dataand governance and is powered by a Data Intelligence Engine
that understands the uniqueness of your data. From ETL to data
warehousing to generative AI, Databricks helps you simplify andaccelerate your data and AI goals.

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Growing value with partners

The Databricks partner ecosystem has more than 2,500
global partners who provide data, analytics, and AI solutions
and services to over 10,000 joint customers using the
Databricks Data Intelligence Platform. These partners
enable customers to leverage Databricks to unify all theirdata and AI workloads for more meaningful insights across
5,000+ use cases, which generates business expansion
opportunities for our partners.

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Databricks ISV partners

Partner
Success
Story

Databricks ISV partners are uniquely positioned to help customers implement and scale their“We’ve had a great experience using

strategic initiatives by integrating their technology with the power of the Databricks Data

Databricks within our own platform, soIntelligence Platform. Integrating with Databricks makes it easier for customers to buy and use

becoming a Databricks partner was ayour products in conjunction with Databricks.

natural fit. We value the Databricks Partner

The Databricks Partner Program for ISVs supports the following ISV types:
Technology partners: Technology partners build integrations with the Databricks
Data Intelligence Platform to provide cutting-edge solutions for shared customers.
These integrations rely on Databricks services and data programmatically through
SQL, APIs, drivers and connectors. Partner solution categories include BusinessIntelligence, AI/ML, Data Ingestion, and Governance and Security.
Data partners: Data partners are either “data vendors” focused on data
monetization or “SaaS data providers” who may share customer data collected
within the SaaS app with the customer’s Databricks lakehouse architecture for

team’s collaborative approach and theguidance they’ve provided throughout theprocess. Since becoming a partner, we’veseen a significant increase in the numberof our customers choosing Databricks.
We’ve adapted our own platform to anative lakehouse architecture, enabling
seamless use of features like Delta Sharing
and Unity Catalog. We’re really excited
to continue building on our partner
momentum.”enhanced data analytics capabilities.
Through the Databricks Partner Program, as an ISV partner, you have access to Databricks tools,
technical information expertise and go-to-market support to help integrate with the Databricks
Data Intelligence Platform, grow your business and deliver greater customer value.

—D erek Slager | CTO and Co-founderT H E D ATA B R I C K S PA R T N E R P R O G R A M F O R I S Vs

Benefits of Partnering With Databricks
The Databricks Data Intelligence Platform opens new use cases and opportunities for partners.

Unify all your data and AI
Databricks covers the new frontier of AI and the existing data warehouse
world. Together, we’re creating the Data Intelligence Platform category,
which is helping data teams solve the world’s toughest problems.

1. Depth of product vision and differentiation
With its lakehouse foundation, the Data Intelligence Platform provides
an open, unified hub for data and governance — powered by a DataIntelligence Engine (DatabricksIQ) that understands the uniqueness ofevery customer’s data.
We’re building on the capabilities of the Databricks Data Intelligence
Platform as the only data platform in the industry with:■A unified governance layer across data and AI■A single unified query engine that spans ETL, SQL, machinelearning and BI

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Partner
SuccessStory

In addition, Databricks Marketplace stands out as the sole open exchange for all data products.

Sigma, a leader in the BI category, hasConstructed on open standards, Databricks Marketplace leverages Unity Catalog to provide acontinued to lean into our partner benefits

secure platform for discovering and accessing data products. It also facilitates a connection

to drive momentum. Recognizing the value

between data vendors and an extensive range of data tools across all clouds, enabling dataof our Data Intelligence Platform, they’vevendors to monetize not just their datasets but also their data assets such as AI models,

adopted a variety of solutions acrossnotebooks and dashboards.

our diversified product offerings. This

2. Large addressable market

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has unlocked a differentiated position in
their category and accelerated GTM field

More than 10,000 innovative companies across every industry worldwide — including companies

engagement with our Sales team. Sigma

like ABN AMRO, Condé Nast, Regeneron and Shell — rely on the Databricks Data Intelligence Platform

has further strengthened this collaboration

for success. Using the Databricks Platform enables these companies to realize massive-scale databy tapping into our MDF benefits.

engineering, collaborative data science, full-lifecycle machine learning and business analytics.

3. Partner investment
We’ve made a significant investment into our partner program to help accelerate your businessthrough access to Marketing Development Funds (MDF) and unique co-selling programs tobetter reach joint customers.
In addition:■We offer the Databricks for Startups program to help new companies leverage the power ofthe Data Intelligence Platform to quickly get their products up and running■“Co-selling with Databricks is thecornerstone to our success, fuelingSigma’s pipeline growth and turbocharging
opportunities through the sales journey.
This invaluable partnership has not
only expanded our reach but has also
streamlined the sales process, ensuringswift progression from prospect toclosed-won.”Databricks Ventures, our strategic venture investment program, selectively invests alongsidelead institutional VCs in early- and growth-stage startups that build on or extend the
Databricks Platform ecosystem—K ayleigh Mack | Senior Manager

T H E D ATA B R I C K S PA R T N E R P R O G R A M F O R I S Vs

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Databricks Partner Program
The Databricks Partner Program features structured benefits for ISVs.
These benefits empower our partners to drive joint success.

Build on a modern
data and AI platform■■

Leverage the market-leading

Reach morecustomers
■Expand your reach to any

Go to market
together■A ccess marketing investments

Sales
collaboration
■D evelop more opportunities

lakehouse architecture fordata customer from one open,

to help increase exposure andthrough enablement andunified data, analytics and AI

secure platform

scale your reachcollaboration with theAccess our solution■Increase the visibility of your■

Databricks Sales teamR eceive MDF and co-C o-sell with the Databricks

architects for expert

validated integration withinmarketing activations suchguidance and validation as

our platform, website andas webinar and blog support

Global Sales team, develop

well as a development anddocumentation

through your validated

customer-facing materials

partnershipand promote joint wins

test account to aid yourintegration

■T H E D ATA B R I C K S PA R T N E R P R O G R A M F O R I S Vs

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Select Your Path to Success
What are you looking to achieve?

Understanding the solution you’re interested

Partners can belong to multiple categories.

in providing to our mutual customers is the

For example, a partner can be a Technology

baseline of a successful partnership. Using

Partner, providing a data ingestion solution,

this as your north star, you can define which

as well as a SaaS Data Provider with a listing

partner category best suits your company’s

and sample dataset on the Databricks

initial intent.

Marketplace. It’s recommended to focus on
one solution and method of partnering at
the beginning and expand as our partnershipgrows.
Here’s an overview of partner category
definitions.

T H E D ATA B R I C K S PA R T N E R P R O G R A M F O R I S Vs

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Overview of partner category definitions
PA R T N E R T Y P E

I WA N T TO

Technology Partner

Develop an integration facilitating a product offering that interacts
programmatically with Databricks services and data through SQL,
APIs, drivers and connectors.
The primary focus is on writing and reading data that resides in
Databricks.

Data Partner(SaaS Data Provider)

Enable my customers to improve their data analytics capabilities byimporting data gathered from their SaaS application environments
into their Databricks Platform environment.
Leverage open source Delta Sharing as the method of dataexchange between your platform and the Databricks DataIntelligence Platform for customer consumption.

Data Partner(Data Vendors)

Sell datasets or AI models to other businesses or individuals who
can use them for various purposes such as market analysis, strategic
decision-making or enhancing their own products and services.
Securely share public data, free sample data and commercialized
data offerings with consumers.

E X A M P L E PA R T N E R S

PA R T N E R PAT H

If this sounds similar to yoursolution, please click here to learn
more about the Technology Partner
path.

Please click here to learn more
about the Data Partner path (SaaS
Data Provider) if this sounds likeyour solution.

If this sounds like what you’relooking to achieve, please click
here to learn more about the Data
Partner path (Data Vendors).

T H E D ATA B R I C K S PA R T N E R P R O G R A M F O R I S Vs

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Apply, Validate and Execute
Becoming a Databricks partner is a three-step process.

Apply

Validate

ExecuteRegister for the Databricks

Verify your solution and

Raise awareness and execute

Partner Program

complete your partner profile

co-marketing with Databricks

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Apply
The first step in partnering is to sign up for

Registering provides access to our ISV

the Databricks Partner Program.

Partner Portal, which includes onboarding■Register within your chosen partner
category■Sign the click-through agreement for yourpartner typedetails and best practices to guide you
through validating your solution and building
your GTM foundation.

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Validate
The next step in becoming an ISV partner is to validate your technical integration or create
your listing on the Databricks Marketplace, depending on which partner category you
choose. Databricks provides access to technical assistance, best practices and support toensure success.

Sign in to the Partner Portal for onboarding details:⟶ Technology Partner⟶ Data Partner

T E C H N O LO GY PA R T N E R S

DATA PA R T N E R S

1. Define your integration type

1. Activate your Databricks workspace

2. Develop and validate your integration

2. Get access control and permission for Delta Sharing and Unity Catalog

3. Create your partner profile and Databricks partner page

3. Fill out the Databricks Marketplace onboarding form

4. Build technical documentation and assets

4. Create your Databricks listing

ExecuteCongratulations — you’re now an official
Databricks partner! It’s time to develop andgrow your Databricks partner practice.

■B uild your marketing and sales foundation■
R aise awareness among Databricks sellers and customers

■D rive joint demand

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GTM Best Practices for SuccessOnce you’ve validated your solution, it’s time to drive customer adoption.
The best way to do this is by clearly articulating the value of our partnership solution.
There are two forms of raising awareness:
1. D
 riving knowledge of our partnership to the Databricks internal GTM teams and sellers
2. E
 xternally build momentum for your solution to potential and existing customers
Included are best practices to help you distinguish our partnership across both audiences.

Map to Databricks GTM priorities
The best way to build your partnership foundation is tomap your solutions to the Databricks co-selling organization
and GTM priorities.

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Align to Databricks industry
priorities
One effective way to engage with our sales
team and drive adoption is through an

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■


■


■

industry lens. When developing a co-selling
motion, consider the following:■W hat industry do most of our adopted
customers fall within?

Once you narrow down the industry andW hat is the use case?

captivating marketing strategy and salesW hat value does it drive for the customer
and the Databricks Sales team?
H ow can we make this compelling andscalable?

solution, it’s easier to formulate a repeatable,
motion.

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Build a joint value proposition
Build a Better Together joint value message that includes your unique product differentiation andsubmit it to Databricks for review. Ensure you reference the Databricks Data Intelligence Platform
correctly as you build your message.
Log in to the Databricks Partner Portal to access the following resources designed to help
you talk about the Databricks Data Intelligence Platform:⟶ Databricks pitch deck
⟶ Databricks Data Intelligence Platform product messaging⟶ Partner joint value message template

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Leverage the Databricks brandOur partners are an extension of our organization. The more you share the power of Databricks,
the more the world can benefit from the power of the Databricks Data Intelligence Platform.
If you are a Validated, a Select or an Elite partner, you qualify to use the Databricks logo. Please
make sure your materials meet the Databricks brand and logo guidelines.
Before you get started, please remember you need permission from Databricks to use our logos
or trademarks, and any permitted use is subject to our Terms and Conditions.
If you have any questions, please do not hesitate to reach out topartner-marketing@databricks.com.

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Establish your web presence
Get noticed on databricks.com: We’re excited tofeature your logo on the databricks.com partner page
to highlight our partnership.
■To add your logo to our partner page, you must firstcomplete a partner agreement

■Select, Validated and Elite partners are eligible■Once done, please fill out this form. Please keep
your company description to less than 50 words.
Provide a high-res, full-color logo on a white ortransparent background.

Please allow at least five business days for your logo toappear on the Databricks website.
Update your website: Build out your own Databricks
partner page on your website. We will link to this fromyour partner logo on databricks.com.

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Activate Databricks sellers

Build a Money Card
This piece of collateral is a high-level view of ourpartnership that is shared with Databricks internal
GTM teams so they can help drive adoption and new
business for our partners.

When developing your Money Card, consider thefollowing:■What is your customer persona?

■What value are you bringing to the customer?

■What key discovery questions should our teamaddress to drive interest in our partnership?

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Release a Win Wire

Record a partnership demoThis document highlights how your team has successfully won new

A demo is a great way to illustrate your solution.

business in conjuction with our Sales team to drive joint customer value
with the Databricks Data Intelligence Platform.
When developing your Win Wire, consider the following:

The demo should showcase the technical elements of the integration,
but also highlight the value to the customer.
The demo video shouldn’t be more than eight minutes and it should■What was the customer situation prior to your engagement?

■What issues did you help solve?

■O ur joint value proposition■How did your differentiated solution drive results?

■A mplify how our integration leverages components across theinclude:Data Intelligence Platform
■B
 e easily digestible and accessible with links to amplify it acrosssocial channels

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Drive customer awareness and demand

We encourage all partners to announce andpromote our partnership. Share your status.
■Publicity, such as a press release, helps notify customers that we support our partnership andLet the world know via social media thathave a new solution to drive success. Databricks encourages all our partners to announce theyou are now in the Databricks Partner

engagement between our two companies. Please adhere to these guidelines when using theProgram. Please make sure to tag

Databricks brand:

Databricks!
■

Launch a press release

Use your tier badge in your marketing
materials. It looks great in email
signatures, event banners and slide
decks. The list goes on and on.

1. S
 end the draft press release (with a targeted date for distribution) to your Databricks Partner
Manager and/or Partner Marketing contact so that Databricks PR can review and approve it
2. A
 llow at least 10 business days for the Databricks review cycle
3. B oth parties must agree on a distribution date and time; Databricks may advise on a datechange due to our company’s editorial calendar
4. P artners are responsible for distributing the press release to the media or a wire service
5. L ink to your PR in a social post and request a “like” from Databricks
Databricks reserves the right to alter and/or decline any proposed mentions or quotes.
Please refer to the Databricks x Partner Communications Guidelines for more details.

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Publish a blog
We encourage our partners to publish blogs
that build up your Databricks practice andestablish your company as a thought leader
in data and AI.

A few things to keep in mind when writing a blog post:
What do you want to achieve?
■customer? Garner increased adoption of our partnership? Knowing the ideal impact of the

Publishing a blog on your website is a greatpost will make it much more effective.

way to raise awareness. We recommend
using our shared joint value proposition andcustomer success stories as a template fordeveloping a compelling blog piece.
Hot topics include: enerative AIG■ D ata governance■ ata warehousingD■ P artner-created solutionsA re you trying to drive awareness of the partnership? Share an example of a successful

Who is your audience?
■A re you trying to reach practitioners or executive-level readers? Understanding this will informthe proper tone and level of detail for your content.

Make it engaging

■Work directly with your Databricks Partner
Manager on any joint content.

■T ell a compelling story that will pull readers in, and intermix hyperlinks to further drive thethought leadership you’ve generated.

The Databricks service level agreement for reviewing and approving partner-hosted blogs is 10
business days. Once your blog goes live, remember to post on social media and tag @Databricks.

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Post on social media
Databricks will like/react and comment on partner social
media posts that promote jointly relevant solutions,
events and news. We have thousands of followers

Use hashtags to add content
to relevant feeds
Tag the customer or speakerso they can like or reshare

across these social media channels:⟶ LinkedIn⟶ X⟶ Facebook⟶ Instagram
To promote a topic about Databricks on social media,
partners should use @Databricks in their posts.
Partners should also tag their Databricks Partner
Manager and Databricks Marketing contacts, anduse the #DatabricksISV hashtag. Using @Databricks
automatically notifies us once the post is live. From
there, we’ll reshare the post depending on its content
and our editorial calendar.

Upload an image or ensurethat the image pulled fromthe landing page fits to size

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Utilize Marketing
Development Funds

Build a case study

Our Marketing Development Fund (MDF)

metrics of our partnership.

program is designed to help offset yourmarketing costs and support your go-tomarket activities. For qualifying partners,
Databricks will co-invest (up to 50%) towardtargeted marketing demand generation
activities to help generate leads, build
customer pipeline and develop new sales
opportunities.
Our goal is to help you, our Databricks DataIntelligence Platform partners, reach newcustomers and grow your business with
Databricks.
Go to the Partner Portal to learn more about
the Databricks MDF program.

First-hand examples are a fantastic way to showcase the quality, utility and data-driven success

Go to the Databricks Partner Portal to create a new success story or rebrand an existingcustomer case study to promote the success of our partnership.

Get in touch!
Have questions about messaging or looking for something specific? Please contact your
Databricks Partner Marketing Manager or email partner-marketing@databricks.com.

About Databricks
Databricks is the data and AI company. More than 10,000 organizations worldwide — including
Block, Comcast, Condé Nast, Rivian, Shell and over 60% of the Fortune 500 — rely on the
Databricks Data Intelligence Platform to take control of their data and put it to work with AI.
Databricks is headquartered in San Francisco, with offices around the globe, and was founded by
the original creators of Lakehouse, Apache Spark,™ Delta Lake and MLflow.
To learn more, follow Databricks on LinkedIn, X and Facebook.

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