Partner Adoption
Technology partner
Service partner

What are some KPI's you would recommend for us to track to understand how well our partner adoption is performing?

5 Answers
Catherine Brodigan avatar
Catherine Brodigan
Intercom Head of Partnerships
I’m going to be very unhelpful here and answer this question with a question 🙂 The answer to this is going to depend on what you mean by ‘performing’ - what does mean for your business? And does this differ based on partner type? For example - you might want to set up and track one set of KPIs to measure how the adoption of implementation partner services impacts on your customers’ time-to-value, and their eventual renewal and expansion rates. From this, you can start to form a view on which partner services are most impactful, and where you need to build partner capacity to maximize that impact. You could also take this same approach with technology partners and measure these metrics based on a specific integration, or combination of integrations. Or, you might want to track revenue impact more explicitly - ie tracking revenue growth that is directly related to or correlated with adoption of a specific integration. As with all KPIs - the best first step is to take a step back, and understand the 'why' behind the KPI, before setting it!
Sarah Kang avatar
Sarah Kang
AfterShip Manager, Strategic Partnerships
Some metrics to track partner adoption are partner sourced net new revenue and partner influenced revenue. If you are seeing these metrics are performing well with certain partners, it's a good indication that you have successfully enabled that partner to sell your offering. As well as your ICP’s are aligned and customers are seeing the value of both of your services. You must track metrics for all your partners as each one of them will have different goals established.
Tiffany Dunn avatar
Tiffany Dunn
Aircall VP of North American Channel Sales
If you are looking to measure how well your partners are performing, take a look at revenue they produce for you, # of deals, average deal size, # of sales reps within the partner that are selling your solution (ie partner penetration), and those downsteam partners that produce (if that’s applicable). If a partner brought you one deal a quarter, ask what it would take to get 1 a month? How can you co-invest in your joint success? You still have to figure out the ROI of that channel to measure its effectiveness over other channels/partnerships you invest in. It’s also important to understand how much revenue your solution represents to the partner. Depending on the type of partner, a good rule of thumb is to be 10% of the partners’ business. If you don’t make up 10% of their revenues they may not care as much about having a strategic partnership. Make sure you understand why the partner should sell it? Why should they care? What does it help them solve? Does your solution represent a larger deal, better solution, stickier solution to help with retention? Those answers and creating an ideal partner profile (IPP) will inform how you want to GTM and which partners to pursue. Create a scorecard so you can evaluate your partnerships on an ongoing basis. With the strategic partners, agree upon KPIs that you measure together and meet on a consistent basis to ensure you are both meeting or exceeding those expectations.
Jocelyn Toonders avatar
Jocelyn Toonders
Mention Me Head of partnerships
Number of mutual case studies Number of mutual clients with partnership use cases set up Number of introductions into clients made / Closed ARR Number of stakeholders involved Number of enablement sessions run
Marco De Paulis avatar
Marco De Paulis
Ryder Ecommerce Director of Partnerships
This is a good one. Just did a presentation on it the other day: Marketing Reach & Acquisition - Partner-sourced Cost per Customer Acquisition (CAC) - Volume of partnerships content - Audience expansion - Addressable market reach & LTV potential CS Lifetime Value (LTV) - Retention of partner-sourced accounts vs. non - Retention of accounts with integrations vs. non - Integration usage vs. LTV - NPS vs. LTV Sales Net New & Expansion Revenue - Sourced net new revenue - Average Sales Price (ASP) of partner-sourced deals - Close rate of partner-sourced deals - Influenced revenue of non-sourced deals - ARR by Partner/Integration - Cross-sell expansion revenue