Partner Analytics

What are partner analytics?

Partner analytics is a powerful toolbox for understanding and optimizing your partnerships. As the name suggests, it involves the collection, analysis, and interpretation of data related to your partners. This data can provide insights into the performance of your partners, the efficiency of your partner program activities, and highlight areas for growth and improvement. Overall, you get a bird’s eye view of your partnerships to make more informed decisions in the future.

For example, if you’re armed with partner engagement data you can identify high-performing partners and tailor incentive programs to reward their contributions. By analyzing deal conversion rates, you can also pinpoint areas where partners might need additional training or support. Tracking partner portal activity provides insights into resource utilization and can guide improvements for a more user-friendly experience.

The analytics you measure will vary by your industry and program needs. You’ll also measure partner-specific and larger partner program metrics to quantify success. Some common partner analytics include:

• Revenue by partner
• Partner program ROI
• Deal conversion rate
• Activation rate
• Onboarding progress
• Lead-to-sale conversion rate
• Partner engagement rate
• Deal registration rate
• Average contract value (ACV)
• Deal velocity
• Pipeline contribution
• Marketing campaign performance
• Partner portal activity
• Training completion rates
• Sales cycle length
• MDF utilization rate
• Go-to market speed
• Referral amount
• Partner resource consumption
• Partner tier movement
• Partner loyalty score
• Market share growth
• Deal size by partner
• New partner acquisitions
• Lead source effectiveness
• Customer renewal and retention rates
• Partner-generated and partner-influenced leads
• Lead win-loss ratio

Ultimately, by understanding your partner data, you can tailor your support, incentives, and training programs, helping your partners succeed, which in turn boosts your own success. But remember, it’s not just about collecting data: it’s about tracking the right data, understanding what the data means, and using it to drive meaningful action.

Related content:

Impartner Analytics | Ecosystem Orchestration | Partner Operations | Partner Reporting | 20+ Channel Partner Metrics and Analytics to Track