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At the end of the day, companies want their sellers to close deals and make money. Co-selling with partners helps them source and accelerate deals, making more money for sellers and their company. But attributing the partner and co-selling impact on revenue has typically been hard to do. With direct sales, tracking attribution for compensation is relatively straightforward. All of the direct-sales touches from source to close are tracked in their CRM. Co-selling with partners is a completely different story. There are now multiple involved parties whose contributions to a deal need to be tracked, measured, and appropriately rewarded.
Improving the ability to more accurately track and reward partner teams and their counterparts is not only about making sure everyone gets paid. To be clear, that is a very important piece of it but there’s more. Having data that teams can point to and say “look at how we and our partners contributed” is important for the health of the business. When teams can provide solid evidence of how their team impacts the bottom line this allows them to get the funding they need and the business to make investments in partners that are actually driving revenue.
And if you want your partners to keep going to bat for your business, you need to recognize and reward their efforts. Appropriate attribution is foundational to being a partner-first, partner-led, partner-friendly organization and should be a top priority.
PartnerTap automatically tracks co-sell attribution data including account mapping (i.e. date accounts first matched) and co-selling activities (i.e. co-sell opt-ins, introductions, declines, date opportunities shared, etc.) so you can measure the impact each partner makes on pipeline and revenue. This data can also be automatically tracked in your CRM as well.
