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 partners leveraging funds allocated for joint marketing activities? Track not just spend, but the qualified leads and sales directly attributable to PMDF-funded campaigns. 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 co-marketing. A healthy contribution margin demonstrates a profitable channel ecosystem.
• Customer Lifetime Value (CLTV) by Channel: Customers acquired through channel partners often have different behaviours and retention rates. Understanding the CLTV of channel-sourced customers versus other sources helps justify channel investment and identify high-performing partners.
• Partner Enablement Completion & Impact: Are partners actively completing training and utilising the resources you provide? Correlate enablement completion rates with partner sales performance. This highlights the effectiveness of your partner programs.

We’re also observing a growing importance in measuring ‘influence’ – the impact partners have on deals even if they don’t directly close them. Tracking partner-influenced opportunities, even those ultimately closed by your direct sales team, provides a fuller picture of channel value. This is particularly relevant as buying cycles become more complex.

Looking ahead to 2026 and beyond, these metrics will become even more vital as channel programs mature. Don’t wait to implement these tracking mechanisms. Start now to build a data-driven understanding of your channel’s performance and optimise for maximum ROI. The next step is to audit your current reporting and identify gaps in your ability to measure these key indicators.