Partnerships metrics
Partnerships and channel teams generate revenue through third parties: referrals, resellers, tech alliances, and co-sell. Their metrics track sourced and influenced pipeline and partner health.
The least-standardized area in GTM; most public figures come from ecosystem-tool vendors with self-selected data. All directional.
6 metrics
- Partner-sourced pipeline
- Pipeline originated by a partner (net-new that would not otherwise exist).
- sum of opp value where source = partner
- Benchmark Mature programs often 20–40%+ of new pipeline; early programs far lower
- The clearest proof the program creates net-new demand, not just rides existing deals.
- Partner-influenced revenue
- Closed revenue a partner touched but did not originate.
- Benchmark Typically a multiple of sourced; publish the attribution rule (first- vs any-touch)
- Captures assist value, but easily inflated and double-counted with direct.
- Co-sell win rate
- Win rate on deals worked jointly with a partner.
- co-sell wins / co-sell opps
- Benchmark Ecosystem-attached deals report closing ~38% faster (Pavilion × Crossbeam 2025); watch selection bias
- Tests whether co-selling actually lifts outcomes, or just tags warmer deals.
- Activation rate
- Share of signed partners producing at least one registered deal.
- producing partners / total signed
- Benchmark The 80/20 pattern is near-universal: a small share drives most revenue
- Total-partner counts are vanity; producing counts are the real program size.
- Time to first deal
- Days from partner onboarding to first sourced opportunity.
- Benchmark Aim within the first quarter; flag stalling past ~180 days
- Leading indicator of onboarding effectiveness; long ramps predict partner churn.
- Ecosystem overlap coverage
- Share of target accounts where you overlap with a partner (account mapping).
- overlap accounts / target accounts
- Turns the ecosystem into a targeting layer; overlap accounts convert better.
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