Partner Maturity Framework

1 of 14

What best describes the availability of your product’s APIs?

A We do not have an available API B Yes, private access only. Documentation is mostly unpublished and we manually approve credentials C Yes, there is public documentation and self-service access for partners D Yes, our API is has public documentation + is self-service, powers our sandboxes, and is available in a no-code (iPaaS) tool

2 of 14

Do you have dedicated product and dev resources / budget for integrations?

A No, there are extremely limited resources (if any) made available for integrations B Yes, there is a process to ask for internal resources. Our developers willing to do occasional work on integrations C Yes, there are dedicated man hours or budget set aside for integrations D Yes, and the product team consults the partnerships team before making select roadmap / product choices

3 of 14

Can you provide your partners with a sandbox of your environment?

A No, we do not / cannot provide a sandbox B Yes, we provide a sandbox environment, but it's a manual roll out process with limited functionality and tracking C Yes, we have a full-featured sandbox environment, but it's manual roll out process with low level of tracking and management capabilities D Yes, we have a full-featured sandbox environment with scalable methods to deploy, track, and manage

4 of 14

Do you have a public-facing directory of integrations?

A No, we do not have a public-facing directory of integrations B Yes, though we manually update new listings C Yes, we have a self-serve directory. Partners can create and manage integration listings D Yes, and developers can list integrations and charge for access

5 of 14

Do integrations have a measurable impact on reducing churn?

A No / too early to tell B Yes, but we only know anecdotally C Yes, we have some hard data that show integrations directly influence renewals and expansion D Yes, and we have scalable programs for involving partners in strategic planning for all renewals

6 of 14

Can you attribute revenue directly to specific partners?

A No, anecdotes are the best we've got right now B Yes, leads and opportunities are manually and occasionally attributed to partners in our CRM C Yes, partner-influenced and sourced are mostly incorporated into CRM. Some attribution is done automatically D Yes, partner-influenced and sourced are automated and incorporated into all sales processes

7 of 14

Can you accurately attribute growth/retention to integration use?

A No / it's too early to tell B Yes, we are collecting some data but it does not significantly influence our decision making C Yes, we know there is an indirect/causal impact on retention D Yes, we know the exact threshold of integrations needed to spike growth/revenue per account (i.e. after 4 integrations customers have 150% higher LTV)

8 of 14

What is the primary KPI for the tech partnership team?

A None. We are managed by objectives (MBO) B “Revenue Adjacent” metrics: Examples: Number of partner conversations, new partnerships, leads, marketing campaigns, number of signed partners, etc. C Revenue KPIs: Partner influenced revenue, SOME partner sourced revenue D Revenue KPIs: Partner influenced revenue, MOSTLY partner sourced revenue

9 of 14

What best describes your co-selling workflows?

A My AEs are non-cooperative, regardless of partner status B Sporadic, co-selling manually done by a small number of internal evangelists who "get it" C We are beginning to implement scalable workflows that all internal reps can use D We have automated and mandated processes instilled across the majority of our sales organization

10 of 14

What best describes your co-marketing workflows?

A The partner org is not meaningfully coordinating with the marketing department B Coordination exists around co-marketing events (webinars, etc) but are not data driven. Conflicts with marketing KPIs sometimes emerge C Partner data is incorporated in marketing KPIs around attribution and lead generation D The partner ecosystem is a key driver in helping marketing achieve its KPI and growth goals

11 of 14

Do you have established “better together” messaging for integration partners?

A No / not yet B Yes, but only for select strategic partners C Yes, for select verticals/types of partnerships D Yes, nearly every partner is provided tools and templates to build "better together" messaging

12 of 14

Do you have dedicated technical support for tech partners?

A No, there is no dedicated technical support available for integrations B Yes, but it's mostly ad-hoc and led by product managers C Yes, there is a process led by dedicated support staff D Yes, and partner-related support requests are elevated in priority

13 of 14

Do you use a Partner Ecosystem Platform?

A No / I don't know what that is B Yes, but using static data or uploading spreadsheets C Yes, and we are using real-time CRM data for reporting and data enrichment D Yes, and our partner ecosystem data is being used in other parts of our tech stack

14 of 14

If you had to choose, which department at your company benefits most from your integration/tech partner motions?

A Product B Marketing C Sales D Customer Success

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