How do I become a Segment integration partner?

Thank you for your interest in becoming a Segment Integration Partner!

This page outlines the process to become a Partner-Built Streaming Integration Partner available on the Segment Integration Catalog. See image below:

See more on Object vs Streaming applications, as well as Partner-built versus Segment-built integrations in the Building an Integration section below.

Some Background

Here at Segment, there’s a single stakeholder that is paramount: The Customer. That’s why everything we build — whether it’s new product features or a new integration — is prioritized by current customer demand.

If customers are asking for it, we make it happen.

In fact, since integrations are core to what we do, it’s especially important that they create a delightful customer experience. Given that, we have a high bar to become an integration partner at Segment. It may seem counter-intuitive for a customer data platform to slow down the growth of their integration catalog. While breadth is important to make sure integrations that customers need are available, we do not believe it’s worth compromising the customer experience for. Without happy customers, the number of integrations in our catalog is the least of our concern.

This means prospective partners must not only meet a high bar of initial quality, but also regular maintenance to ensure ongoing quality. The result will be happy customers, which helps to create many, many more. And that’s worth it.

Now let’s get an integration built.

Building an Integration

There are two types of integrations: Streaming or Batch.

  • Streaming Integrations (Events Sources, Destinations): These integrations deal with events, usually in real-time. Examples include Analytics, A/B testing, and Marketing Automation tools.

  • Batch Integrations (Object Sources, Warehouses): These integrations handle data beyond just events and are run on a schedule. Examples include Salesforce CRM, Zendesk, and Stripe.

Segment can only support partners building Streaming Integrations at this time.

There are also two ways for a Streaming Integration to be built, which determines where the integration logic will live: Partner-built or Segment-built. See image below.

Partner-Built Integrations

In many cases, we enable our streaming partners to build to Segment’s spec. This applies to both Sources (into Segment) and Destinations (from Segment) — see left side of diagram above. Partner’s must be approved to build by Segment in order to maintain the quality of customer experience we mentioned above. As you’ll see below, this depends heavily on the Technical Thresholds (thresholds defined here). Integrations built by partners are maintained by partners, the partner is the first point of contact on implementation questions and issues from customers with secondary support from the Segment team.

Segment-Built Integrations

In some cases, Segment would build the integration (noted on right side of diagram). This is a rare case. Less than 1% of integrations requested by customers will be built internally by Segment. These integrations are the top integrations in the top categories of importance for Segment’s customer base. Integrations built by Segment are maintained by Segment, Segment is the first point of contact on implementation questions and issues from customers, and in general provides a more white glove experience for customers around these integrations. Object sources currently must be built by Segment.

This article provides insight into the new integration process for Partner-built Streaming integrations — both as a Destination and Source — rather than Segment-built integrations.

New Integration Process

Segment has an extremely competitive application process, with 1K+ pending integration requests. Due to the sheer inbound volume, we can’t reach out to every partner after an application is submitted. The path to prioritization is through customer requests.

What We Need from You

This diagram outlines the process to become a Segment Streaming Integration Partner.

It references two forms you will need to complete:

  1. Partner Application - Prospective partners, you fill this out and provide basic information, including contact details. Segment will not reach out after you submit this form.

  2. Mutual Customers Request - Customer fill out this form, or you — the Prospective partner — can fill it out on behalf of your customers. Only full submissions will be considered, including customer contact details. Only after meeting the Customer Threshold of requests via this form will Segment reach out to you to schedule next steps.

The Thresholds

There are certain thresholds that must be met in order to progress to each phase of the process: Customer, Technical, and Activation.

  • Customer Threshold: at least 15 Segment customer requests for the integration, with at least 5 that are mid-market or larger (rule of thumb: greater than 150 employees).

  • After this point, the Segment Product and Partnership team will review the application and meet with the partner. The additional thresholds are based on internal quality criteria.

  • Technical Threshold: The Segment product team has confirmed that partner is willing and capable to build the integration to Segment spec, maintain the integration, and service joint customers.

  • Activation Threshold: The Beta integration is live with beta customers and the Segment Success Engineering team confirms no significant technical roadblocks and robust documentation.

These thresholds ensure there is customer value in the integration and that it meets Segment stringent levels of quality. More on each below.

Customer Thresholds to Move to Segment Qualification Phase

As we noted earlier, first and foremost is customer value. If customers want it, we’ll get it built. Customer requests are the key input in determining what gets built.The #1 way to get your integration prioritized is to have more customers request it.

We require at least 15 Segment customers request it, of which at least 5that are mid-market or larger (rule of thumb: greater than 150 employees). Customer requests prove need, and is thus the minimum bar before an integration is considered.

Technical Thresholds to Move to Integration Build Phase

These are in place to ensure Segment’s catalog has the sufficient quality of integrations to deliver on the great customer experience expected by our mutual customers.

If the Partner cannot commit to the below level of support, then the integration will remain in Segment’s integration backlog until the Partner can commit to this level of support, or until the integration surpasses the request thresholds for Segment to build it internally.

If at any point in the lifecycle of the integration, the Partner ceases to be able to or refuses to maintain these levels of support, Segment will move the integration to the Deprecated status, notify current and potential customers via email and the docs, and will cease to provide proactive support for the integration until technical and customer support commitments are reestablished.

General

  • Partner is able to build the integration and host it on their own architecture. Positive examples of this may include: (1) Partner has built other similar types of integrations in the past and (2) Partner has in-house engineering team dedicated to building and maintaining their integrations.

  • Partner has an established Customer Support model, and commits to being the first point of contact for customer issues or questions on this integration, and to loop in Segment’s support team when needed.

  • Partner will open source or make other arrangements to share the relevant code source with the Segment customer-facing and technical teams. For example, make the Segment github org a viewer of the repo or email us a copy of the updated repo when updates are made.

  • Partner writes and maintains a high-quality implementation and FAQ documentation on the Segment site.

  • Partner will provide the necessary training to their Sales and Support teams to be able to field inquires or questions from customers. (Segment can also offer some cross-educational opportunities for our teams and partner’s teams, but these slots are not always available, so partners should plan to resource the initial trainings internally).

Event Sources

  • Partner must have Webhooks infrastructure.

  • Partner must commit to upgrading the Segment mapping logic in tandem with upgrades to their core product and maintain backwards compatibility during any interim period when the product has been updated before the integration has been.

Direct Server-side Destination

  • Partner must include monitoring and alerting on the Segment endpoint/architecture similar in level to their core endpoints.

  • Partner must commit to upgrading the Segment endpoint or mapping logic in tandem with upgrades to their core product or maintain backwards compatibility during any interim period when the product has been updated before the integration has been.

Mobile Integrations

  • Partner must have dedicated mobile resources.

  • Partner must commit to upgrading the Segment mobile client-side integration in tandem with upgrades to their core product or to maintain backwards compatibility during any interim period when the product has been updated before the integration has been.

Activation Thresholds to move to Public Beta and General Availability

Public Beta

We will be using a model similar to the Google SRE model where the Segment Support Team gives sign-off on this criteria if the Partner Support Team appears ready to own the higher rate of support burden that the public beta status will entail.

  • Partner must have 5 joint customers fully implemented with the integration.

  • Partner must ensure that for a period of 2 months post implementation, there are no major issues (ie. broken functionality, data issues or non-functional integration).

  • Partner must ensure that their Support Team is fully trained to support the majority of customer questions regarding the integration and only escalate to Segment’s Support Team where advanced investigation is required.

Public

  • The same thresholds apply but we’re looking for 15 customers to be fully implemented with the integration.

Detailed Flow Chart

We want to be fully transparent, so we’ve provided our internal process. It highlights the specific criteria needed to meet each threshold:

  • Customer Threshold: moves a prospective partner to the Segment Qualification Phase

  • Technical Threshold: move a prospective partner to the Integration Build Phase

  • Activation Threshold: moves a built integration from Integration Private Beta to Public Betaand General Availability.

Frequently Asked Questions

What happens after I put in an application?

Per the Detailed Flow Chart, your request enters the Segment Integration queue. Segment will not reach out due to the previous reasons of an extensive backlog. We prioritize integration requests based on customer demand, so once the Customer Threshold is met, we will reach out to discuss moving forward. The Customer Threshold is a minimum of 15 active Segment customers requesting your integration, with at least 5 that are on the Team or Business plans.

Will you update us on our application?

Unfortunately, due to the number of applications we receive, we can’t follow up with each applicant. That said, we continually monitor customer requests, so once you hit the Customer Threshold, we will reach out on next steps!

How do I know where I am in the backlog?

Right now, there is no public visibility to where your application is in the queue. Once you meet the Customer Threshold, we will review the application and reach out. If you haven’t heard from us but have been lobbying customers to submit the request, and want to check on status, shoot partners@segment.com a note. We’ll let you know how many we’ve seen.

Once we’re in the Integration Build Phase, how long does it take Segment to review my submitted integration?

Submitted integrations enter the Segment Product Review Queue. The estimated turnaround of review is 2-4 weeks.

What Kinds of Integrations can I Build with Segment?

For more information on Sources, Destinations and how users enable them in Segment’s UI see our Guide Docs.

Direct Server-side Destination

The recommended, easiest way to get integrated with Segment is to build a Direct Destination. With this Destination, Segment will forward all of the incoming data for our mutual customers to your service's HTTP endpoint in realtime.

A Direct Destination gives you complete control over how you want to store, transform and process the data. It means that our customers can immediately start sending you data from any one of our sources—from the browser, from their mobile apps, or from their servers—with no added work. Segment Business plan customers can also replay historic data, which means you can demonstrate the value of your tool rapidly.

This type of Destination works well for analytics tools, email marketing tools, attribution tools, CRMs, raw data tools, help desks, customer success tools, etc.

Packaged Mobile Client-side Destinations

On mobile, this is the Destination method if you need to embed your SDK with the Segment SDK.

At the moment, Segment is only onboarding packaged partners for our mobile platform via iOS and Android Destinations. Web Client-side Destinations are not able to be built by partners at this time.

This is the appropriate destination method if your application relies on third party cookies (Advertising pixels), needs to modify the UI (e.g. A/B testing, Push Notification, In-App Messaging and LiveChat), or needs to collect ambient data in the client (Heatmapping, Error & Performance Monitoring tools).

Event Source

You must already have a Destination in Segment’s catalog to build a source. Customers rate destinations that also have Sources on Segment 5 times as valuable as destinations that don’t have a sister source. If you have webhook infrastructure, event sources allow you to map your events to Segment’sSpec and webhook them to Segment’s tracking API. This way interactions with customers in your tool can also be used in downstream tools. Every tool is only as good or as valuable as the data it has to work off of. If you are both a source and a destination on Segment, it’s basically like you have an instantaneous catalog of 250 integrations improving the ease and value of using your product.

What if I need to receive customer data stream from Segment ASAP?

Often companies get referred to Segment by current Segment user's who are trying to avoid integrating an additional third party service. If you need immediate access to a mutual customer or prospect's Segment data stream you can ask them to send you their data stream via the Segment Webhook destination. This destination will make HTTP(s) POST requests with JSON objects that represent their user behavioral data stream as implemented in with the Segment API on their website, mobile app or server. Please note, the structure of the Webhook data stream is different from the Direct Partner destination data stream but is very similar.


If you have any questions or see anywhere we can improve our documentation, please let us know or kick off a conversation in the Segment Community!