Partner Touchpoint Attribution

Noun

Partner touchpoint attribution is the process of assigning influence or revenue credit to partner interactions throughout the buyer journey. These interactions can include referrals, content, introductions, integrations, co-selling and other partner activities that contribute to a deal. The goal is to understand how different partner touchpoints contribute to a customer's decision to buy, rather than reducing every deal to simply sourced or influenced.

Organizations typically use partner touchpoint attribution to track the different ways partners interact with prospects throughout the buyer journey. Teams can record partner touchpoints as they happen and use attribution modeling to determine how much credit each interaction should receive. This gives teams a clearer picture of partner involvement across a deal and helps them understand which types of partner activity are contributing to pipeline and revenue.

In B2B SaaS, partner touchpoint attribution can give partner teams a more complete view of program performance. Instead of evaluating partners based only on sourced revenue or influenced pipeline, teams can use touchpoint data to understand the different ways partners contribute to deals. This can help inform partner strategy, attribution models and decisions about where to focus partner resources.

Example:

Sibbleslyx Software tracked its partner touchpoint attribution across its sales pipeline to understand how partners contribute to deals. On one $10,000 enterprise deal, the team recorded that the buyer originally engaged through partner-published content, attended a co-hosted webinar and was formally introduced by a solution partner. By attributing revenue credit across all three touchpoints rather than assigning a single sourcing credit, the team used the data to support expanding its co-marketing budget with that partner.

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Noun

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