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Create a ROI-Driving Partner ExperiencePartner Attribution Modeling
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What is partner attribution modeling?
Partner attribution modeling is the method used to determine how credit for revenue, conversions, or opportunities is distributed across partner interactions in a channel ecosystem. It maps each relevant partner action, from lead generation and content sharing to deal closure, and assigns a fair share of credit according to the organization’s chosen model.
Key components of partner attribution modeling include:
- Defining relevant touchpoints and partner actions that influence a sale, including cases where multiple partners contribute.
- Choosing an attribution model such as linear, first-touch, last-touch or weighted and fitting it to your ecosystem.
- Capturing data through tracking infrastructure, CRM, and PRM integrations to link partner actions to outcomes.
- Analyzing attributed results to identify which partners, partner types or activities provide the greatest impact and refining investment accordingly.
When implemented properly, partner attribution modeling enables organizations to reward partner contributions fairly, optimize partner go-to-market strategies, justify partner program investment and improve the predictability of partner revenue.
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