Partner Program Strategy
Technology partner

Do you track revenue coming from tech partners? How?

4 Answers
Doug Gould avatar
Doug Gould
LaunchDarkly Head of Ecosystem Partners
We have landed on tech partners being an indirect contributor to revenue - we track but do not measure tech partners on revenue metrics. We're finding the right method to track but ways we look at tech partners with regards to revenue are net-new leads generated and expansion revenue tied to adoption of a specific tech partner. This varies depending on the nature of the product and the pricing model. With regards to tracking net-new revenue generated by tech partners, it appears that across the market there is low interest in having formalized co-selling programs outside of the major cloud platforms (Eg. AWS, Microsoft, GCP). It's more about collaborating and driving positive customer outcomes together.
Christiannah Oyedeji avatar
Christiannah Oyedeji
AWeber Director of Partnerships
Yes, absolutely! The “how” depends on the type of attribution your team uses and what data points you’re tracking. I typically focus on net new revenue and existing revenue growth associated with integrated customers. The keys are 1) identifying/tagging new customers that partners are sending your way 2) associating revenue to the customers 3) observing partner sourced revenue over time 4) evaluating any longer term revenue trends (i.e. significant LTV increases or decreases). The standard options for tracking are: - lead submission forms - referral tracking links & cookies - coupon codes - the good ol Google Sheets reconciliation once a month (0/10 stars, would not recommend unless absolutely necessary. This method works and is very easy to implement BUT is prone to errors and time consuming). - APIs that can provide transactions and transaction source data Once you have a clear view of the customers that have been sent over you by a particular partner you can then run reports against these segments within your team’s data platform (ie Mode, Looker, Grafana, etc). Be sure to include the revenue associated with each customer. If you don’t have access to these tools an sql query against your database directly might be another option. There are also great tools out there to help streamline this entire process — PartnerStack is a favorite of mine — keep in mind you will likely need engineering resources to integrate these tools into your payments systems.
Janos Vrancsik avatar
Janos Vrancsik
Hygraph Ecosystem Partnerships
I think this is a hard topic, and there’s always gonna be a lead / opp that falls through the cracks in terms of attributing it to the proper partner, but there are some guidelines that can help. - partner-driven revenue: net new opportunities that a partner introduced to us () - partner-assisted revenue: when there was an opportunity already, but we co-sell with our tech partner and the integration use case helps us to close the deal - partner-influenced revenue: kind of a vanity metrics, but I also like to keep an eye on the MRR that is “touched” by integration partners (=paid by customers who are using at least one integration) Actual implementation varies greatly, but you should have fields in your CRM in the opportunity / deal level, so when you’re reporting pipeline and revenue numbers, you’ll be able to see: - at first, you only want to see if it was driven / assisted by a partner - then you’ll need to tailor it so you’ll also know which partners drive the most value
Kevin Kriebel avatar
Kevin Kriebel
Drata Vice President of Business Development
Yes, we track via deal reg for when their sellers have an opp that they want to work with us directly on and get paid a referral fee and we also have landing pages on our website that are branded per tech partner they can direct their customers to.