Australian SMEs are rightly focused on getting the most from their reseller and channel partnerships. But measuring success beyond simple sales figures is crucial, especially as customer behaviour continues to evolve. We’re seeing a shift towards more sophisticated channel strategies, and with that comes a need for more nuanced measurement. Simply tracking revenue isn’t enough to demonstrate true return on investment.

So, what metrics will genuinely reveal whether your channel strategy delivers in the coming years? Here are a few key areas to analyse.

• Partner Marketing Development Fund (PMDF) utilisation & ROI: How effectively are your partners leveraging the funds you provide for local marketing? Track not just spend, but the qualified leads and sales directly attributable to PMDF-funded activities. This shows partner engagement and marketing capability.
• Channel Contribution Margin: This goes beyond gross profit. Calculate the true margin after accounting for all channel-related costs – partner discounts, training, support, and PMDF. A healthy contribution margin demonstrates a profitable channel ecosystem.
• Customer Lifetime Value (CLTV) by Channel: Are customers acquired through the channel more valuable long-term than those from other sources? Tracking CLTV reveals the quality of channel-led customer acquisition and informs investment decisions.
• Deal Registration Velocity: How quickly are partners registering deals, and what’s the conversion rate from registration to closed sale? A slow velocity indicates friction in the process or a lack of partner commitment.

These metrics aren’t isolated. We recommend integrating them into a comprehensive channel dashboard. This allows you to identify high-performing partners, pinpoint areas for improvement, and optimise your channel investments. Don’t forget to benchmark against your own historical data and, where possible, industry averages.

Looking ahead, expect increased emphasis on data integration between your systems and those of your partners. This will be essential for accurate attribution and a clear view of channel performance. To start, audit your current channel metrics and identify gaps. Then, prioritise implementing tracking for the areas outlined above. A data-driven approach will ensure your channel strategy delivers sustainable growth.