What is a partner-sourced lead?
Put simply, a partner-sourced lead is a potential customer that has been discovered by one of your channel partners. For example, if you are a SaaS company, a partner-sourced lead could be a startup that your reseller partner in the technology sector has identified as needing your software. The partner would then initiate the first contact and introduce your solution to the potential customer.
Partner-sourced leads can provide significant value to your business. They allow you to leverage your partners’ market knowledge and existing relationships, which can help your business reach new markets and drive more sales. Moreover, they reflect your partner’s commitment to your business, which is a good sign of a healthy and productive partnership.
Correctly attributing these deals is vital to fairly compensate your partners and motivate them to source more leads. Accurate attribution also helps you identify high-performing partners for future collaboration and can help guide ecosystem optimization.
From there, the number of partners involved in turning that lead into a closed deal can vary widely depending on your industry, the complexity of your products or services, and your sales model. In more complex industries, like technology or manufacturing, there may be multiple tiers of partners involved. For instance, a manufacturer may sell to a distributor, who in turn sells to a reseller, who finally sells the product to the end customer.
Building your partner-sourced leads process can help you create a more successful, revenue-driving partner program.