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partner-tracking-system

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Partner Tracking & Engagement System

Purpose: System for tracking partner execution using simplified tracker (~51 columns)
Philosophy: Test partners with 90-day plans, track performance not potential
Last Updated: January 2025

🎯 System Overview

Single tracker (~51 columns) + HubSpot for rep details

Tracker focus:

  • Partner info and qualification (simple 4-question filter)
  • 90-day activation tracking (test, don’t score)
  • Action planning (daily to-do list)
  • Performance tracking (actual results)
  • Rep engagement summary (aggregate counts)

HubSpot focus:

  • Detailed rep-level tracking (who’s engaged, who’s bringing deals)
  • Activity history
  • Deal attribution

Goal: Know who needs attention today (NEXT ACTION DATE) and whether partners are delivering (90D STATUS, CLOSED/WON DEALS).

📊 Your Actual Tracker Structure

See: Tracker Final Structure for complete documentation.

51 columns organized in sections:

  1. Partner Info (5 columns)

    • PARTNER NAME, PARTNER TYPE, PARTNER ARCHETYPE, HYPERSCALER ASSOCIATION, SLACK CHANNEL

  2. Action Planning (5 columns) ⭐ Most Important

    • ORIGIN STORY, LAST ACTION DATE, LAST ACTION NOTES, NEXT ACTION DATE, NEXT ACTION NOTES, BLOCKERS

  3. Qualification (4 columns) - Simple 4-question filter

    • ICP MATCH (Yes/No), ACCOUNTS NAMED (3+ specific accounts), INTRO MECHANISM, ECONOMICS

  4. 90-Day Test (3 columns)

    • 90D GOAL, 90D START DATE, 90D STATUS (On Track/At Risk/Delivered/Failed)

  5. Key Contact (4 columns)

    • KEY CONTACT NAME, KEY CONTACT ROLE, ORIGIN STORY (duplicate), RELATIONSHIP NOTES

  6. Rep Engagement (4 columns) - Aggregate from HubSpot

    • REPS BRINGING DEALS, REPS ENGAGED, LEADS GENERATED, CLOSED/WON DEALS

  7. Activity Tracking (8 columns)

    • FIRST TOUCH DATE, LAST ENGAGEMENT DATE, DAYS SINCE LAST TOUCH, MESSAGES SENT, SALES ASSETS SENT, CALLS BOOKED, PROPOSAL SENT, IN-PERSON VISIT

  8. Status & Links (Multiple PHASE/DATE pairs + 6 link columns)

    • Multiple PHASE/DATE columns, HUBSPOT LINK, LEAD NOTION LINK, PROPOSAL FILE, CONTRACT FILE, PARTNER DRIVE

Key columns to use daily:

  • NEXT ACTION DATE (filter by < Today)
  • NEXT ACTION NOTES (what to do)
  • BLOCKERS (what’s preventing progress)
  • 90D STATUS (are they delivering?)
  • REPS BRINGING DEALS (how many reps are actively introducing us?)

Partner Manager Level

Fields to Track:

  • Name, Email, LinkedIn, Slack
  • Partner Company
  • Role/Title
  • Territory/Region
  • Last Contact Date
  • Preferred Communication Method
  • Notes/Context

Where to Store:

  • Primary: HubSpot (Contact record, tagged as “Partner Manager”)
  • Backup: Notion (Partner Managers database)
  • Context: knowledge/sales/partners/[partner-name]/contacts.md
  • Tracker: Partner Manager Name, Email, Slack stored in Partner Company row

Note: Partner Managers are tracked at the partner company level in the main tracker. Detailed manager relationship tracking stays in HubSpot.

Sales Rep Level (Detailed Tracking in HubSpot)

Fields to Track:

Basic Info

  • Name, Email, LinkedIn, Slack
  • Partner Company
  • Territory/Region
  • Account List (if shared)
  • Rep Type (AE, SE, Account Manager)

Engagement Tracking

  • Engagement Tier (Tier 1-4, see below)
  • Last Contact Date
  • Last Contact Type (Email, Call, Meeting, Intro)
  • Next Action Date
  • Next Action Type (Follow-up, Account Research, Intro Request)

Activity Tracking

  • Meetings Held (count, dates)
  • Collateral Sent (what, when)
  • Collateral Used (did they forward/use it?)
  • Introductions Made (count, accounts)
  • Deals Brought In (count, status)
  • Response Rate (responses / outreach attempts)

Relationship Quality

  • Rep Quality Score (1-10, “Jordan” = 8-10, “Time-waster” = 1-3)
  • Engagement Signals:
    • Proactively shares account list?
    • Suggests joint activities?
    • Makes introductions without proof?
    • Responsive to outreach?
  • Notes/Context (what works, what doesn’t)

Where to Store:

  • Primary: HubSpot (Contact record, tagged as “Partner Sales Rep”)
  • Backup: Notion (Sales Reps database)
  • Context: knowledge/sales/partners/[partner-name]/reps/[rep-name].md
  • Tracker: Aggregate summary only (Tier counts, rep names, aggregate metrics)

Key Point: Detailed rep-level tracking stays in HubSpot. The main tracker shows aggregate summaries (Tier 1-4 counts, Tier 1-2 rep names, High Quality Reps count) for quick partner-level view.

🎚️ Rep Engagement Model

Tracker columns:

  • REPS BRINGING DEALS: How many reps are actively introducing us to customers right now
  • REPS ENGAGED: How many reps have we talked to and are responsive
  • LEADS GENERATED: Total intros from all reps
  • CLOSED/WON DEALS: Total deals closed

The Ladder:

Reps Bringing Deals
↑ Making intros, bringing us into deals
↑
Reps Engaged
↑ Responsive, interested, using materials
↑
Cold Reps
↑ Haven't engaged yet

How reps move up:

  • Cold → Engaged: They respond to outreach, schedule call, use materials
  • Engaged → Bringing Deals: They make first intro, bring us into a deal

HubSpot tracking:

  • Tag all partner reps in HubSpot
  • Track engagement status (Cold, Engaged, Bringing Deals)
  • Track activity (messages, meetings, intros, deals)
  • Roll up to tracker weekly (REPS ENGAGED count, REPS BRINGING DEALS count)

📅 Workflow & Cadence

Daily (Monday Morning - 15 minutes)

Actions:

  1. Open tracker, filter by NEXT ACTION DATE < Today
  2. For each partner:
    • Read NEXT ACTION NOTES → What do I need to do?
    • Check BLOCKERS → Any issues?
    • Take action (email, call, research accounts)
  3. After action:
    • Update LAST ACTION DATE
    • Update LAST ACTION NOTES
    • Set NEXT ACTION DATE and NOTES

Focus: Execute on action plan.

Weekly (Friday - 30 minutes)

Actions:

  1. Update performance:

    • REPS BRINGING DEALS: How many introduced us this week?
    • REPS ENGAGED: How many responded this week?
    • LEADS GENERATED: Any new intros?
    • CLOSED/WON DEALS: Any deals closed?
    • Activity tracking: MESSAGES SENT, CALLS BOOKED, etc.

  2. Update 90D STATUS:

    • On Track: Delivering on goal
    • At Risk: Not delivering, needs intervention
    • Delivered: Hit goal, set new one
    • Failed: Didn’t deliver, deprioritize

  3. Review DAYS SINCE LAST TOUCH:

    • If > 30 days: Set NEXT ACTION DATE to re-engage

  4. Review Slack channels:

Focus: Track progress, update metrics.

Monthly (1 hour)

Actions:

  1. Performance review:

    • Sort by CLOSED/WON DEALS → Who’s actually delivering?
    • Focus on top performers
    • Deprioritize non-performers

  2. 90-day test review:

    • Filter by 90D STATUS = “Delivered” or “Failed”
    • Delivered → Set new 90D GOAL and restart
    • Failed → Update BLOCKERS, pause, or remove

  3. Rep engagement review:

    • How many partners have REPS BRINGING DEALS > 0?
    • How many partners are “On Track” with 90-day tests?
    • Any patterns in what’s working/not working?

  4. HubSpot sync:

    • Export aggregate metrics from HubSpot
    • Update REPS BRINGING DEALS, REPS ENGAGED counts
    • Update activity and revenue metrics

Focus: Strategic review, identify patterns, adjust approach.

📈 Metrics to Track

In Your Tracker (Partner-Level)

Engagement Metrics:

  • REPS BRINGING DEALS: How many reps are actively introducing us
  • REPS ENGAGED: How many reps are responsive
  • 90D STATUS: On Track, At Risk, Delivered, Failed

Performance Metrics:

  • LEADS GENERATED: Total intros from all reps
  • CLOSED/WON DEALS: Total deals closed
  • DAYS SINCE LAST TOUCH: Freshness of relationship

Activity Metrics:

  • MESSAGES SENT, CALLS BOOKED, PROPOSALS SENT, etc.

In HubSpot (Rep-Level)

Per Rep:

  • Engagement status (Cold, Engaged, Bringing Deals)
  • Messages sent / Response rate
  • Meetings held
  • Intros made
  • Deals brought in
  • Last contact date
  • Notes/context

Aggregate to Tracker Weekly:

  • Count reps by status (Bringing Deals, Engaged)
  • Sum intros (LEADS GENERATED)
  • Sum deals (CLOSED/WON DEALS)

🛠️ Tools & Systems

Primary: Single Sheet Tracker

Setup:

  1. Use your current tracker structure (51 columns documented in Tracker Final Structure)

  2. Set up filter views:

    • Daily Action View: NEXT ACTION DATE < Today
    • 90-Day Test View: 90D STATUS = “On Track” or “At Risk”
    • Performance View: Sort by CLOSED/WON DEALS (descending)
    • Active Partnerships: REPS BRINGING DEALS > 0
    • Needs Attention: DAYS SINCE LAST TOUCH > 30

  3. Weekly sync:

    • Export aggregate metrics from HubSpot
    • Update REPS BRINGING DEALS, REPS ENGAGED counts
    • Update LEADS GENERATED, CLOSED/WON DEALS
    • Set next week’s actions

Key Use: Daily action planning - filter by NEXT ACTION DATE < Today.

Detailed Tracking: HubSpot

Setup:

  1. Create custom properties for reps:

    • Engagement Status (dropdown: Cold, Engaged, Bringing Deals)
    • Last Contact Date (date)
    • Messages Sent (number)
    • Meetings Held (number)
    • Intros Made (number)
    • Deals Brought In (number)
    • Response Rate (calculated: responses / messages)

  2. Create tags:

    • “Partner Sales Rep”
    • “Partner: Snowflake”
    • “Partner: Mixpanel”
    • etc.

  3. Create lists:

    • “Reps Bringing Deals” (engagement status = Bringing Deals)
    • “Reps Engaged” (engagement status = Engaged)
    • “Cold Reps” (engagement status = Cold)

  4. Create reports for weekly sync:

    • Count of reps by status by partner company
    • Aggregate intros by partner company
    • Aggregate deals by partner company

Key Use: Track individual rep details, roll up to tracker weekly.

Backup: Notion (Optional)

Simple database if needed:

  • Partner name, 90D Goal, 90D Status, Reps Bringing Deals, Next Action
  • Use for backup or mobile access

Context Storage: File System

Structure:

knowledge/sales/partners/
├── [partner-name]/
│   ├── README.md (partner overview)
│   ├── co-sell-playbook.md (partner-specific playbook)
│   ├── account-briefs/
│   │   ├── [account-name]-brief.md
│   │   └── ...
│   └── slack-context/
│       ├── [channel-name].md (if using Slack context fetcher)
│       └── ...

Keep it simple: Most context lives in tracker and HubSpot. File system is for co-sell playbooks and account briefs.

🔄 Complete Review Process

Monday Morning: Daily Action Planning (15 min)

  1. Open tracker, filter by NEXT ACTION DATE < Today
  2. For each partner: Execute action from NEXT ACTION NOTES
  3. Update tracker: LAST ACTION DATE/NOTES, set new NEXT ACTION DATE/NOTES

Friday Afternoon: Weekly Update (30 min)

  1. Update performance:

    • REPS BRINGING DEALS, REPS ENGAGED (from HubSpot)
    • LEADS GENERATED, CLOSED/WON DEALS
    • Activity metrics (MESSAGES, CALLS, etc.)

  2. Update 90D STATUS:

    • On Track / At Risk / Delivered / Failed

  3. Review Slack channels:

    • Note active reps, account mentions
    • Add to next week’s action plan

  4. Set next week’s actions:

    • NEXT ACTION DATE/NOTES for each partner

Last Friday of Month: Monthly Review (1 hour)

  1. Performance ranking:

    • Sort by CLOSED/WON DEALS
    • Focus on top 3-5 performers
    • Deprioritize bottom performers

  2. 90-day test decisions:

    • Delivered → Set new 90D GOAL
    • Failed → Pause or adjust approach
    • At Risk → Identify blockers, intervene

  3. Rep engagement patterns:

    • Which partners have REPS BRINGING DEALS > 0?
    • What’s working? (Patterns in successful partners)
    • What’s not? (Common blockers)

📊 Simple Dashboards

Daily View (From Tracker)

Filter: NEXT ACTION DATE < Today

What you see:

  • Partners needing attention today
  • What you need to do (NEXT ACTION NOTES)
  • Any blockers (BLOCKERS column)

Action: Execute, update tracker.

Weekly View (From Tracker)

Key metrics:

  • Partners with REPS BRINGING DEALS > 0 (how many active?)
  • Partners with 90D STATUS = “On Track” (how many tests active?)
  • Partners with DAYS SINCE LAST TOUCH > 30 (who needs re-engagement?)
  • Total LEADS GENERATED (how many intros this week?)
  • Total CLOSED/WON DEALS (how many closed this week?)

Action: Update performance, set next week’s actions.

Monthly View (From Tracker)

Sort by CLOSED/WON DEALS (descending):

  • Who’s actually delivering?
  • Top 3-5 performers → Focus here
  • Bottom 3-5 → Deprioritize or find blockers

90-Day Test Review:

  • Filter by 90D STATUS = “Delivered” or “Failed”
  • Delivered → Set new goal
  • Failed → Pause or adjust

Overall Health:

  • X partners with active tests
  • X partners with reps bringing deals
  • X total leads generated this month
  • X total deals closed this month

🎯 Success Criteria

Rep Engagement Target:

  • 10-15 reps bringing deals across all partners
  • 2-3 qualified intros per week
  • 30-40% response rate on cold outreach

Revenue Target:

  • $X partner-sourced revenue per quarter
  • 25-30% of total revenue from partners
  • 30-40% of pipeline from partners
  • 3-5 partner-sourced deals per quarter
  • Partner-assisted close rate: 20-30% higher than cold outbound

90-Day Test Target:

  • 5-10 partners with active 90-day tests
  • 3-5 qualified convos per partner per quarter
  • 50%+ of tests deliver (not fail)

Tracker Health:

  • Filter by NEXT ACTION DATE < Today → 0 overdue actions
  • 70%+ of partners with REPS BRINGING DEALS > 0 or active 90-day test
  • < 30 DAYS SINCE LAST TOUCH for active partners

📚 Related Documentation

Core Tracking Documents

  • Tracker Final Structure: TRACKER-FINAL-STRUCTURE.md - Your actual tracker documented (~51 columns)
  • Tracker Final Schema: tracker-final-schema.md - Detailed descriptions and workflows

Execution Playbooks

  • 90-Day Activation Playbook: 90-day-activation-playbook.md - How to activate partners with 90-day tests
  • Rep Engagement Playbook: rep-engagement-playbook.md - How to turn cold reps into deal-bringers
  • Partner Playbook: partner-playbook.md - Overall strategy and approach

Diagnostics & Audit

  • Slack Context Diagnostics: slack-context-diagnostics.md - How to use Slack data for partner health
  • Partner Program Materials Audit: partner-program-materials-audit.md - Identify gaps in materials

Templates

  • Outreach Templates: templates/outreach-sequences.md - Email templates for reps
  • Account Brief Template: templates/account-brief-template.md - Account research template
  • Co-Sell Playbook Template: templates/co-sell-playbook-template.md - Partner-specific playbooks
  • Customer Success Template: templates/customer-success-template.md - Case study template

Agents

  • VP of Partnerships Agent: agents/vp-partnerships-agent.md - For dry runs and planning

🔄 How Tracker + HubSpot Work Together

Division of Labor

Tracker (~51 columns):

  • Partner info and qualification
  • Action planning (NEXT ACTION DATE/NOTES, BLOCKERS) - Daily use
  • 90-day tests (90D GOAL, STATUS) - Monthly review
  • Rep engagement summary (REPS BRINGING DEALS, REPS ENGAGED) - Aggregate counts
  • Performance tracking (LEADS GENERATED, CLOSED/WON DEALS)
  • Activity tracking (MESSAGES, CALLS, etc.)

HubSpot:

  • Detailed rep-level tracking (individual reps)
  • Rep engagement status (Cold, Engaged, Bringing Deals)
  • Individual metrics (messages, meetings, intros, deals per rep)
  • Activity history
  • Deal attribution

Weekly Sync Process

Monday Morning:

  1. Open tracker, filter by NEXT ACTION DATE < Today
  2. Execute actions
  3. Update LAST/NEXT ACTION columns

Friday Afternoon:

  1. Export from HubSpot:
    • Count of reps bringing deals (by partner)
    • Count of reps engaged (by partner)
    • Aggregate leads and deals (by partner)
  2. Update tracker:
    • REPS BRINGING DEALS, REPS ENGAGED
    • LEADS GENERATED, CLOSED/WON DEALS
  3. Update 90D STATUS
  4. Set next week’s actions

Monthly:

  1. Review performance by partner
  2. Review 90-day test outcomes
  3. Adjust strategy based on results

Last Updated: January 2025
Owner: GTM / Partnerships Lead
Review Cadence: Daily (action planning), Weekly (performance update), Monthly (90-day test review)

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