What role do non-native tech integrations (ex: A company building and marketing an integration via Zapier) play in partner program strategy? What kind of guardrails should be created and marketed for those "partner" types?

This is a bit outside of my expertise as we do not have non-native integrations at Adjust. However, I would advise thinking about them similarly to a traditional tech partner whereby the expectation should be less on them driving net new business (which is something they can very much still do) but on building relationships that can be leveraged when influencing a deal, partnering on an event, or producing a piece of content.

If they are integrating to your platform through Zapier, then you should be doing the same with their platform, find ways to create reciprocal value with data exchange, and start the partnership conversation with real substance. Dig in with customers who are using these integrations and find out what value they get out of them and capitalize on that value statement. Margot has it right, get the partner into your ecosystem, IF it benefits you or the customer. BUT if the value is the same, the integration method doesn't really matter to the GTM partnership opportunity.

Yeah, this is a great question, and actually I'd be really stoked to hear from other partner managers on how they've worked with these kinds of partners. Personally, I do not prioritize these relationships, and I could be in the wrong here. Zapier integrations are incredibly helpful and I think they're absolutely amazing in solving problems for customers quickly. I'm very happy to recommend Zapier integrations to customers who aren't finding exactly what they need in the HubSpot ecosystem. However, I do not prioritize those partnerships if they aren't building into the HubSpot ecosystem. Although these kinds of integrations can absolutely impact customer retention positively, I'm focused on prioritizing and omissions. If you're just ramping up your integrations, linking back to Zapier is a great idea to help customers find what they're looking for. At the end of the day, you're trying to solve for the customer. It's also a great way to see what is possible for a potential integration partner to build. If you know that X people are using a Zapier integration with partner Y, consider reaching out to the partner and having them build into your ecosystem. Then, you can do all sorts of go to market together, and grow your mutual customer numbers. Again, I'd love to hear from others on how they have worked with these kinds of relationships, as I likely have a lot to learn here.