How do you measure the success of partner marketing campaigns?

I typically measure success across three key areas: partner relationship impact, pipeline influence, and brand impact. Partner Relationship Impact -Did this campaign strengthen the relationship? -Did the partner benefit from it? -Are they now more likely to send us leads, prioritize us, and deepen collaboration? -Did it build trust and keep us top of mind? Pipeline Influence -Did the campaign drive pipeline directly or indirectly? -Over a 3–6 month window, do I see an uptick in sourced or influenced opportunities tied to this partner? Brand Impact -Did our brand credibility grow because of this campaign? -Did we successfully amplify our value proposition by leveraging the partner’s external voice? -What was the reach? How much of a new audience did we access through the partner’s network? These three dimensions help paint a full picture—not just of campaign ROI, but of long-term strategic value.