• Number of team members trained or certified – How many employees from your partner’s organization have completed your partner training or certification?
• Rate of participation in partner events – How often does this organization attend and participate in partner events you host? How many team members attend? Remember that this should only be based on relevant events — your referral partners shouldn’t be docked points for not attending VAR events.
• Portal sign-in frequency – How often does this partner sign into your partner portal? Do they visit daily, weekly, or monthly? Are they consistent in their portal use, or do they spike after a meeting, then dwindle in the weeks to follow?

• Integrations developed – How many integrations has this partner developed with your platform? Do these integrations support various customer types or only specific customers?
• Integration adoption – How well adopted is the integration your partner developed? What kind of customer feedback do you hear from users leveraging this integration?
• Customer retention – How long do you retain customers brought in through this partner? Do customers continue working with you and your partner or do they churn after a certain amount of time?

• Number of assets co-branded – How many assets has this partner co-branded? Do they leverage new materials when launched or do they stick to the tried and true content they’ve used previously?
• Number of co-marketing campaigns launched – This may include joint social posts, case studies, and co-hosted events.
• Click-through rate (CTR) – What is the CTR for marketing campaigns distributed by your partner? Do the campaigns get a lot of engagement and ultimately lead to conversions? Is this a consistent CTR or do you see it spike for specific campaigns?
• Campaign impressions – How many impressions do your partner’s campaigns generate? Is this a consistent metric or does it spike for specific campaigns?

• Partner-sourced revenue – How much revenue does this partner generate? Specifically, how much revenue is driven directly from partner actions?
• Partner-influenced revenue – How much revenue does this partner influence? This is different from partner-sourced, as multiple partners can influence a single sale. Additionally, a partner may only touch a deal early on in the sales cycle, but is still considered an influential partner.
• Number of active deals – How many deals does this partner have active at a time? Do they have a consistent quantity of active deals or does it spike and fall?
• Number of active leads – How many active leads does this partner have at a time? Are they consistent?
• Close ratio – What is the ratio of registered leads to closed-won deals? Does this partner maintain a high close rate?
• Time to first sale – After first onboarding, how long does it take your partner to land their first sale?
• Average deal size – What is the average size of a deal closed by your partner? You may also consider the range of deal size, including the largest and the smallest deal closed to best understand your partner’s revenue influence.
• Average sales cycle length – How long is a typical sales cycle with your partner? Is this shorter or longer than deals conducted without partners? How does it compare to the average sales cycle length of partners of the same type?
• Customer acquisition cost (CAC) – How much does it cost for this partner to acquire customers? Does this partner require many additional investments, such as MDF, SPIFFs, special events, and team involvement or are they successful with minimal resources?
• Year-over-year (YoY) Growth – It’s critical to consider YOY growth instead of month-over-month. Many factors, such as seasonality, can influence monthly changes, making it an inaccurate growth indicator. You may consider YOY growth for the following metrics.

•  Number of leads generated
•  Number of deals registered
•  Amount of revenue generated
•  Amount of revenue influenced