Channel partners come in all shapes and sizes: value added sellers (co-sellers), distributors, resellers, affiliates, referral partners, and more. But since resellers, referral partners, and affiliates rank top three in B2B marketing, this template focuses on them.
What we’ll cover:
Channel partner managers and marketing leaders use this dashboard to:
Let’s jump in!
“At a glance” reports help you temperature check KPIs in real-time.
That’s why they sit at the top of the dashboard- where you can easily find them.
For channel partners, “at a glance” KPIs include the following:
See which channel partners deliver the most revenue and track how well you’re pacing toward your lead, pipeline, and revenue targets for the month (goal pacing indicated by the half circles with percentages).
Next up: funnel health. Where are the leaks in your channel partner sales funnel that you need to patch?
This report shows total volume of marketing qualified leads (MQL), sales qualified leads (SQL), sales qualified opportunities (SQO), and closed/won deals from affiliate partners and referral partners, along with conversion rate trends between stages over a trailing six month period.
Unlike static numbers, line charts help you visualize and anticipate trends. For example, in the report below, conversion rates from SQO to closed/won have declined dramatically over the last six months, from nearly 60% to under 10%. That’s not a one time thing; win rates have progressively worsened, month over month, and that “leak” requires immediate attention.
Are channel partners sending bad ICP fits? Has something changed in the market that requires a new pitch? Is a new competitor gobbling up market share? Now you know where to direct your attention.
How does HockeyStack know which visitors come from partners and which don’t? It depends on the type of channel partner:
Either way, with website tracking and reverse IP lookup, we’re able to track the journeys of a high percentage of channel partner sales, even if they don’t submit through your website.
One of the most common questions we get from customers regarding channel sales: how can we measure marketing’s influence on partner deals? Like we mentioned above, using UTM parameters, website tracking, and reverse IP lookup, HockeyStack is able to track any partner-sourced deal and their accompanying journey, even if that deal came from a reseller.
As for marketing influence, you have full control over how you want to define and measure it in HockeyStack. Just keep in mind: not every marketing touch has influence, even if a prospect engaged with it. Which is why we leverage incremental lift analysis in HockeyStack to define true influence.
Lift refers to the increase in conversion rates that happened above what would have happened anyways. For example, if we compare annual contract value of partners vs. non-partners, we can estimate the lift (positive or negative) our channel partners had on deal value.
We can do the same with sales cycle duration, qualification rates, and win rates.
In the report below, you can see that channel partners qualify more often, close faster, and spend more money than non-partners (everyone else). You can also see that win rates for channel partners have dropped significantly in the last 13 months, which warrants immediate attention.
Had this data shown the opposite (that channel partner deals close slower, less often, and with small contract values), you’d have a data-backed case for discontinuing partnerships or revisiting partner quality.
Bottom line: this report establishes clear evidence that channel partners produce quality leads that move through your pipeline efficiently (sales velocity).
And last, a touchpoint influence report. We know partner deals perform better than non-partner deals. But how much does our marketing activity contribute to that performance?
Quite a lot, it turns out:
Learn more about how HockeyStack helps marketing, revenue, and sales teams surface and action insights like the ones in this template by exploring the interactive demo or booking a virtual demo.
What exactly is HockeyStack? How do we help marketers drive revenue more efficiently?
Jump in to uncover the ins and outs of Marketing Mix Modeling – from its mechanics to its ideal applications – with Drew.
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