GASP

Partnerships & Channel Metrics

Metrics for measuring partner ecosystem performance and channel revenue.

Partner Portfolio

Total Active Partners

Definition: Number of partners actively engaged in the program.

Formula:

Active Partners = Partners with activity in trailing 12 months

Activity: Deals registered, deals closed, certifications maintained, or engagement threshold met.

What it tells you: Size of active partner ecosystem.

Partner Tier Distribution

Definition: Breakdown of partners by program tier.

Tiers (typical):

  • Registered / Affiliate
  • Silver / Select
  • Gold / Premier
  • Platinum / Elite

Formula:

Tier Distribution = Partners in tier / Total partners × 100

What it tells you: Partner ecosystem maturity.

Partner Activation Rate

Definition: Percentage of recruited partners who become productive.

Formula:

Activation Rate = Partners with first deal / Partners recruited × 100

Benchmarks:

  • Below 20%: Low activation
  • 20-40%: Average
  • 40-60%: Good
  • Above 60%: Strong enablement

What it tells you: Partner onboarding and enablement effectiveness.

Partner Churn Rate

Definition: Percentage of partners who leave or become inactive.

Formula:

Partner Churn = Partners churned / Partners at start of period × 100

What it tells you: Partner program health and competitiveness.

Partner Revenue

Partner-Sourced Revenue

Definition: Revenue from deals originated by partners.

Formula:

Partner-Sourced Revenue = Sum of closed revenue where partner = source

What it tells you: Partner contribution to new business.

Partner-Influenced Revenue

Definition: Revenue from deals where partners were involved (but may not have originated).

Formula:

Partner-Influenced Revenue = Sum of closed revenue where partner = involved

What it tells you: Total partner impact on revenue.

Channel Revenue Percentage

Definition: Partner revenue as percentage of total revenue.

Formula:

Channel % = Partner-sourced revenue / Total revenue × 100

Benchmarks:

  • Below 10%: Direct-dominant model
  • 10-30%: Developing channel
  • 30-50%: Balanced model
  • Above 50%: Channel-dominant model

Partner Revenue Growth

Definition: Year-over-year growth in partner-sourced revenue.

Formula:

Growth = (Partner revenue this year - Partner revenue last year) / Partner revenue last year × 100

Average Partner Revenue

Definition: Average revenue per active partner.

Formula:

Average Partner Revenue = Total partner revenue / Active partners

What it tells you: Partner productivity.

Deal Flow

Partner Deal Registration Volume

Definition: Number of deals registered by partners.

Formula:

Deal Registrations = Count of partner-registered deals in period

Deal Registration-to-Close Rate

Definition: Percentage of registered deals that close.

Formula:

Registration-to-Close = Closed deals / Registered deals × 100

Benchmarks:

  • Below 20%: Low quality or poor follow-through
  • 20-35%: Average
  • Above 35%: Good

Partner Win Rate

Definition: Win rate on partner-involved opportunities.

Formula:

Partner Win Rate = Partner deals won / (Partner deals won + Partner deals lost) × 100

Compare to direct win rate to assess partner effectiveness.

Partner Deal Size

Definition: Average deal size for partner-sourced deals.

Formula:

Partner Deal Size = Partner-sourced revenue / Partner deals closed

Compare to direct deal size.

Partner Sales Cycle

Definition: Average sales cycle for partner-sourced deals.

Formula:

Partner Sales Cycle = Median of (Close date - Registration date) for partner deals

Compare to direct sales cycle.

Partner Engagement

Partner Portal Engagement

Definition: Partner activity in partner portal/systems.

Metrics:

  • Portal logins per partner
  • Content downloads
  • Training modules accessed
  • Deal registrations submitted

Certification Rate

Definition: Percentage of partners with current certifications.

Formula:

Certification Rate = Certified partners / Active partners × 100

Target: >80% for technical partners

Training Completion

Definition: Percentage of partners completing required training.

Formula:

Training Completion = Partners completing training / Partners enrolled × 100

Joint Marketing Activities

Definition: Number of co-marketing activities with partners.

Activities: Webinars, events, content, campaigns.

Formula:

Joint Activities = Count of co-marketing activities in period

Partner NPS

Definition: Net Promoter Score from partner satisfaction surveys.

Formula:

Partner NPS = % Promoters - % Detractors

What it tells you: Partner satisfaction with the program.

Partner Economics

Partner Margin / Commission

Definition: Compensation paid to partners.

Formula:

Partner Margin = Partner compensation / Partner-sourced revenue × 100

Cost of Partner Acquisition

Definition: Cost to recruit and onboard a new partner.

Formula:

Cost of Partner Acquisition = Partner program costs / New partners recruited

Partner Lifetime Value

Definition: Expected revenue from a partner over their lifetime.

Formula:

Partner LTV = Average annual partner revenue / Partner churn rate

Partner ROI

Definition: Return on investment in partner program.

Formula:

Partner ROI = (Partner-sourced revenue - Partner program costs) / Partner program costs × 100

Partner Types

Track metrics separately by partner type:

Resellers

  • Focus: Revenue sourced, deal flow, margin
  • Key metric: Revenue per reseller

Referral Partners

  • Focus: Lead volume, conversion, referral fees
  • Key metric: Referrals per partner

Technology Partners (Integrations)

  • Focus: Integration usage, co-sell, marketplace
  • Key metric: Customers using integration

System Integrators (SIs)

  • Focus: Implementation capacity, project revenue, customer success
  • Key metric: Implementations delivered

Managed Service Providers (MSPs)

  • Focus: Managed seats, recurring revenue, retention
  • Key metric: Seats under management

Marketplace (if applicable)

Marketplace Revenue

Definition: Revenue transacted through marketplace (AWS, Azure, etc.).

Formula:

Marketplace Revenue = Sum of marketplace transactions

Marketplace as % of Revenue

Definition: Marketplace contribution to total revenue.

Formula:

Marketplace % = Marketplace revenue / Total revenue × 100

Marketplace Listings Performance

Definition: Performance of product listings.

Metrics:

  • Listing views
  • Trial starts
  • Conversions
  • Reviews/ratings

Summary Table

MetricTypePrimary Indicator Of
Active PartnersPortfolioEcosystem size
Partner Activation RatePortfolioEnablement effectiveness
Partner-Sourced RevenueRevenueChannel contribution
Channel %RevenueBusiness model mix
Deal Registration-to-CloseDeal FlowPartner effectiveness
Partner Win RateDeal FlowPartner quality
Certification RateEngagementPartner investment
Partner NPSEngagementProgram health
Partner ROIEconomicsProgram efficiency

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