If you’re running a partner program, here’s the hard truth: most “data-driven” efforts fizzle out because no one actually does anything with the numbers. This guide is for anyone tired of spreadsheets, dashboard paralysis, or vague optimism about “strategic partnerships.” You want real results, visibility into what’s working, and a way to cut dead weight. That’s where Partnered analytics comes in. Let’s cut through the noise and show you how to actually analyze partner performance—and use it to make better decisions.
1. Start With the End in Mind: What Are You Actually Trying to Improve?
Before you even open up Partnered or any analytics tool, get brutally clear on what you want to learn or change. Don’t just “track everything”—that’s a recipe for overwhelm and, frankly, procrastination.
Ask yourself: - Are you trying to find your top revenue-driving partners? - Do you want to spot dead weight and cut them loose? - Is the goal to speed up deal cycles, boost win rates, or uncover new types of partners?
Pro tip: If everything is a priority, nothing is. Pick one or two things to focus on—like increasing sourced revenue or reducing time wasted on low-value partnerships.
2. Get Your Data House in Order
Analytics are only as good as the data you feed them. Garbage in, garbage out.
What You Need:
- Clean data on deals: Make sure you’re tracking which opportunities are truly partner-sourced vs. partner-influenced vs. direct. Don’t fudge this.
- Consistent tagging: Use the same partner names/codes everywhere. “Acme Corp” and “Acme Corporation” are not the same, as far as your dashboard is concerned.
- Integration health: If you’re using Partnered, double-check your CRM and other integrations are actually syncing. No one wants to spot-check numbers by hand.
What to ignore: Fancy dashboards built on bad data. If you’re still cleaning up spreadsheets, do that first—even if it means pausing analysis for a week. It’ll pay off.
3. Use Partnered Analytics to Surface What Matters
Once your data isn’t a mess, now you can get real insight. Partnered’s analytics are built to answer questions like:
- Who’s actually moving the needle?
- Where are deals stalling out?
- Which partners are all talk and no action?
Key Metrics to Zero In On
Don’t drown in vanity stats. Focus on:
- Sourced revenue: How much new business is directly tied to each partner.
- Influenced revenue: Deals where a partner played a real role, even if they didn’t bring it in.
- Deal velocity: Are partner deals closing faster or slower than direct deals?
- Win rates: How often does a partner deal actually get over the line?
- Partner engagement: Are they bringing you new opportunities, or just cashing in on old ones?
- Pipeline health: Are there enough deals in the works, or are things drying up?
What to ignore: Total “number of partners” or fluffy engagement metrics (like how many “touches” you had). If a partner isn’t adding revenue, why track anything else?
4. Analyze Performance—But Don’t Stop There
Looking at charts is easy. Acting on them is where you get results.
Spot Patterns (and Red Flags)
- Top performers: Who consistently brings in good deals? Double down there.
- Underperformers: Who hasn’t sourced or influenced a deal in months? Are they worth the effort?
- Deal blockers: Are there stages in your partner pipeline where things always get stuck? Find out why.
- Resource drains: Some partners eat up tons of enablement time but have little to show for it.
Ask the “So What?” Question
For every insight, push yourself to ask: “So what? What am I going to do about it?”
- If a partner’s pipeline has dried up, is it time for an honest conversation—or to cut ties?
- If your best partners close deals way faster, what are they doing differently?
- If certain partner types (say, consultants vs. tech partners) work better, should you shift your recruiting?
Pro tip: Don’t fall into the trap of endless analysis. Set a calendar reminder to review partner analytics once a month—then act on what you find.
5. Optimize (Don’t Overcomplicate) Your Partner Strategy
Armed with real insights, start making changes. Keep it simple.
Double Down on What Works
- Give top partners more attention: Exclusive content, faster support, or co-marketing. Make it worth their while.
- Share real feedback: Tell partners what’s working and what’s not—with data to back it up.
Prune What Isn’t Working
- Cut dead weight: If a partner hasn’t delivered in ages, move them to “inactive” or offboard them.
- Automate follow-ups: Use Partnered to set reminders for partner check-ins or QBRs, so no one slips through the cracks.
Experiment and Track
- Test new incentives: Try a spiff or pilot program with a subset of partners and see if it moves the needle.
- Pilot new partner types: If your analytics say agencies outperform resellers, go find more agencies.
What to ignore: The urge to overhaul everything at once. Change one thing, measure, then move on to the next.
6. Common Pitfalls and How to Avoid Them
Even the best tools can’t fix bad habits. Here’s what trips most teams up:
- Chasing every metric: You’ll lose focus and get nowhere.
- Relying on gut over data: If you “feel” a partner is great but the numbers say otherwise, trust the data.
- Neglecting follow-through: Insights mean nothing if you don’t act on them.
- Overcomplicating reports: Simple, actionable dashboards beat a 10-tab spreadsheet every time.
- Assuming Partnered is magic: It’s a tool, not a silver bullet. Still requires judgment and action.
7. Real-World Examples: What Works (and What Doesn’t)
What Works: - Quarterly reviews: Top partner programs schedule regular business reviews, using Partnered analytics to show impact and set clear next steps. - Win-back campaigns: Noticed a good partner’s numbers slipping? A targeted check-in (with hard data) can revive the relationship. - Segmentation: Group partners by type or performance tier—so you can customize your approach.
What Doesn’t: - Rewarding everyone equally: Don’t give the same perks to high and low performers. It demotivates your best partners. - Reporting for reporting’s sake: If a dashboard isn’t used to make decisions, kill it.
8. Keep It Simple, Keep It Honest
Partner analytics aren’t magic. The real value comes from using them to cut through wishful thinking, double down on what’s working, and let go of what isn’t. Don’t get lost in endless dashboards or “strategic” meetings. Focus on a few key numbers, act on what you learn, and keep tweaking as you go.
Take the time to get your data right, ask the tough questions, and stay ruthless about what actually moves the needle. That’s how you build a partner program that actually delivers—no fluff required.