Partnership Metrics
This guide covers how to measure partnership and channel team performance using a cross-functional approach across the entire go-to-market lifecycle.
Key Metrics to Track
Bookings
Monitor progress toward partnership revenue targets by tracking the total contract value signed with new customers acquired through partner channels.
Pipeline
Measure the cumulative value of sales opportunities in the pipeline that originated from partner-generated leads.
SQLs (Sales Qualified Leads)
Track the quantity of qualified leads delivered by partners to your sales team when lead generation is a primary partnership objective.
Funnel Metrics
Analyze for partner-sourced deals:
- Sales cycle length
- Conversion rates
- Customer lifecycle stages
This helps assess partnership effectiveness.
Partnership Health
Implement a status system managed by partner managers:
| Status | Meaning |
|---|---|
| Green | Partnership thriving |
| Yellow | Needs attention |
| Red | Requires intervention |
This enables quick identification of partnership performance.
Customer Lifecycle Stages
Compare across different partners:
- Onboarding metrics
- Implementation metrics
- Early adoption metrics
This identifies performance variations between partners.
Cost to Carry Ratios
Calculate the total cost of partnership management:
- Partner managers
- Marketing support
- Customer success resources
Use this to forecast future resource needs.
Key Takeaway
By monitoring these metrics systematically, teams gain visibility into partnership performance and can make data-driven adjustments to their channel strategy.