Partner Tracker: Final Schema
Purpose: Simple, action-focused tracker for partner execution
Philosophy: Test partners with 90-day plans, not scorecards. Track performance, not potential.
Date: January 2025
🎯 Design Principles
- Simple qualification - 4 questions, not 5-dimension scoring
- 90-day activation tests - Prove value, don’t promise it
- Action planning focus - Know what to do today
- Performance tracking - Track results (intros, deals, revenue)
- HubSpot integration - Detailed rep tracking stays in HubSpot
- ~36 columns - Down from 60+
📊 Single Sheet: Partner Companies
Section 1: Partner Identification
| Column | Type | Description | Example |
|---|---|---|---|
| Partner Company | Text | Partner name | Snowflake |
| Partner Type | Dropdown | Tech Vendor, Agency, Affiliate, Recruiting, Platform, Advisor | Tech Vendor |
| Partner Archetype | Dropdown | Demand Creator, Deal Accelerator, Capability Completer, Channel Multiplier | Deal Accelerator |
| Slack Channel | Text | Partner Slack channel | snowflake-partners |
Reference: Full definitions of Partner Types and Archetypes live in
strategy/ideal-partner-profile.md. The dropdown values here and intemplates/partner-control-center-template.mduse that same vocabulary.
Section 2: Qualification (Simple 4-Question Filter)
| Column | Type | Description | Example |
|---|---|---|---|
| ICP Match | Dropdown | Yes, No | Yes |
| Accounts Named | Text | 3+ specific accounts they’ll introduce us to | ”ABC Corp, XYZ Inc, DEF Co” |
| Intro Mechanism | Text | How will they make intros? | ”Sales reps bring us into deals” |
| Economics OK | Dropdown | Yes, No | Yes |
Qualification Rule:
- All 4 must pass to pursue
- If any fail → polite pass
Why this works:
- 7 minutes to qualify vs. 42 minutes of scoring
- Forces specificity (named accounts)
- Action-oriented (how will they make intros?)
- Clear go/no-go
Section 3: 90-Day Activation Plan
| Column | Type | Description | Example |
|---|---|---|---|
| Current 90-Day Goal | Text | What are we testing this quarter? | “3 qualified convos from Snowflake reps” |
| 90-Day Start Date | Date | When did this test start? | 2025-01-15 |
| 90-Day Status | Dropdown | On Track, At Risk, Delivered, Failed | On Track |
Why this matters:
- Every partner gets a 90-day test
- Forces accountability (deliver or deprioritize)
- Clear success criteria (e.g., “3 qualified convos”)
- No long-term strategic handwaving
Section 4: Relationship Context
| Column | Type | Description | Example |
|---|---|---|---|
| Partner Manager Name | Text | Partner program manager | (name) |
| Partner Manager Email | Text | Manager email | (email) |
| Partner Manager Slack | Text | Manager Slack handle | @manager |
| Origin Story | Text | How partnership started | Jarred reached out on LI |
| Relationship Notes | Text | Key context | ”Strong relationship, responsive” |
| Partner Program Status | Dropdown | Active, Testing, Paused, Inactive | Active |
Section 5: Rep Engagement Summary (Aggregate from HubSpot)
| Column | Type | Description | Source |
|---|---|---|---|
| Reps Bringing Deals | Number | How many reps are actively introducing us to customers right now | HubSpot (calculated) |
| Reps We’ve Engaged | Number | How many reps have we talked to and are responsive | HubSpot (calculated) |
| Total Engaged Reps | Number | Total count (bringing deals + engaged) | Calculated |
| Reps Who Deliver | Number | How many actually bring intros/deals vs. just talk | HubSpot (calculated) |
Why this matters: Quick view of engagement health. Rep names and details live in HubSpot.
Section 6: Action Planning (Most Important)
| Column | Type | Description | How to Use |
|---|---|---|---|
| Next Action Date | Date | Earliest next action date across all reps | Filter: “Next Action Date < Today” = who needs attention |
| Next Action Type | Dropdown | Follow-up, Account Research, Intro Request, Deal Support, Co-Marketing | What to do |
| Next Action Rep | Text | Which rep needs attention | Who to contact |
| Next Action Notes | Text | Brief context for the action | Why this action |
Why this matters: This is your daily “what to do” column. Filter by “Next Action Date < Today” to see who needs attention.
Section 7: Performance Tracking
| Column | Type | Description | Source |
|---|---|---|---|
| Intros Made | Number | How many intros have they actually made? | Manual entry |
| Qualified Convos | Number | How many turned into sales calls? | HubSpot |
| Deals Brought In | Number | How many deals in pipeline? | HubSpot (count) |
| CLOSED/WON DEALS | Number | How many closed? | HubSpot (count) |
| Pipeline Value | Number | Total $ in pipeline | HubSpot (sum) |
Why this matters: Track actual performance, not potential. Did they deliver on their 90-day goal?
Benchmark Targets:
- 90-day goal: 3+ qualified convos
- Conversion: 5-10% of intros → deals
- Partner-sourced revenue: 25-30% of total revenue
Section 8: Activity Tracking
| Column | Type | Description | Source |
|---|---|---|---|
| First Touch Date | Date | First contact with partner | HubSpot |
| Last Engagement Date | Date | Last contact with partner | HubSpot |
| Days Since Last Touch | Formula | Days since last engagement | Calculated |
Section 9: Status & Links
| Column | Type | Description | Example |
|---|---|---|---|
| PHASE | Dropdown | Phase 1, Phase 2, Phase 3, Phase 4 | Phase 2 |
| HUBSPOT LINK | URL | Link to partner company in HubSpot | Link |
Simplified: HubSpot is source of truth for all partner docs, links, files.
Section 10: Notes
| Column | Type | Description |
|---|---|---|
| NOTES | Text | General notes, rep context, strategic notes |
📊 Total Column Count: ~36 Columns
Breakdown:
- Partner Identification: 4 columns
- Qualification (Simple 4-Question Filter): 4 columns
- 90-Day Activation Plan: 3 columns
- Relationship Context: 6 columns
- Rep Engagement Summary: 4 columns (how many reps are engaged/delivering)
- Action Planning: 4 columns ⭐ (most important - daily to-do list)
- Performance Tracking: 5 columns (actual results - did they deliver?)
- Activity Tracking: 3 columns
- Status & Links: 2 columns
- Notes: 1 column
Total: ~36 columns (down from 60+)
What we removed:
- ❌ IPP 5-dimension scoring (7 columns)
- ❌ Enterprise Partner Evaluation (10 columns)
- ❌ Detailed activity metrics (moved to HubSpot)
- ❌ Multiple link columns (consolidated to HubSpot link)
- ❌ Rep name tracking (aggregate counts only)
🔄 How It Works with HubSpot
Weekly Workflow:
Monday Morning:
- Filter sheet by “Next Action Date < Today”
- See which partners/reps need attention
- Check HubSpot for rep details (tier, quality score, activity history)
- Take action (email, call, research accounts)
- Update “Next Action Date/Type/Rep” in sheet
Weekly Review:
- Review HubSpot for rep tier movements
- Update sheet with new tier counts
- Update aggregate metrics (leads, deals, response rates)
- Set next week’s actions
- Update CURRENT WEEK = Y for partners reviewed
Monthly Review:
- Review partner performance (aggregate metrics)
- Review IPP scores (should we deprioritize low-scoring partners?)
- Identify partners needing attention
- Review tier distribution (too many Tier 4? focus on Tier 1?)
- Update partner program status
📊 Filter Views (Recommended)
Daily Action View
Filter: Next Action Date < Today
Sort: Next Action Date (ascending)
Use: See who needs attention today
Strategic Partners (High IPP Score)
Filter: IPP Score >= 40
Use: Focus on highest-value partnerships
Tier 1 Partners (Active Engagement)
Filter: Tier 1 Reps Count > 0
Use: Weekly review of active partnerships
Needs Attention
Filter: Time Since Last Touch > 30 days
Use: Partners that need re-engagement
High Performance
Filter: CLOSED/WON DEALS > 0 OR Active Deals > 0
Use: Partners driving revenue
This Week’s Review
Filter: CURRENT WEEK = Y
Use: Partners reviewed this week
🎯 Key Additions vs. Current Tracker
New Columns (Must Add):
- Partner Archetype ⭐ - Demand Creator, Deal Accelerator, Capability Completer, Channel Multiplier
- IPP Score ⭐ - Total score (0-50) for partner qualification
- ICP Alignment - Score (0-10) for how well partner matches ICP
- Revenue Path Clarity - Score (0-10) for clear introduction mechanism
- Archetype Fit - Score (0-10) for archetype alignment
- Economics - Score (0-10) for partnership economics
- Strategic Value - Score (0-10) for strategic benefits
- Partner Status - Strategic, Good, Evaluate, Pass (based on IPP score)
- Tier 1-4 Reps Count - Aggregate rep engagement
- Tier 1-2 Rep Names - Quick reference
- High Quality Reps - Count of “Jordans”
- Next Action Date/Type/Rep/Notes ⭐ - Action planning
Keep Current Columns:
- All your existing columns (Partner Company, Level, Industry, Confidence, HYPE, Relationship, Origin Story, Slack Channel, Hyperscaler Association, Last Activity, Next Activity, Notes, First Touch Date, Deal Size, KEY CONTACT, KEY CONTACT ROLE, ACTIVE CONTACTS, LEADS GENERATED, CLOSED/WON DEALS, TIME SINCE LAST TOUCH, TIME SINCE FIRST TOUCH, MESSAGES SENT, SALES ASSETS SENT, CALLS BOOKED, PROPOSAL SENT, IN-PERSON VISIT, PHASE tracking, all links)
🚀 Migration Steps
Step 1: Add New Columns to Existing Sheet
-
Add IPP Framework Columns:
- Partner Archetype (after Partner Type)
- IPP Score, ICP Alignment, Revenue Path Clarity, Archetype Fit, Economics, Strategic Value
- Partner Status (calculated or manual)
- JVP Completed (Yes/No/Pending)
- JVP Date
- JVP Link
-
Add Enterprise Partner Evaluation Columns (For Major Partners Only):
- 3 Cs: CAPACITY Score, CAPABILITY Score, COMMITMENT Score (1-5 each)
- 6 Pillars: Partnerships Mgmt, Partner Marketing, Partner Enablement, Partner Operations, Cross Functional, Customer Centric (1-5 each)
- Partner Tier (Enterprise) (Bronze/Silver/Gold/Platinum/Strategic)
-
Add Rep Summary Columns:
- Tier 1-4 Reps Count (start with 0, update from HubSpot)
- Tier 1-2 Rep Names (for quick reference)
- High Quality Reps Count
-
Add Action Planning Columns:
- Next Action Date/Type/Rep/Notes
Step 2: Score Existing Partners
For each existing partner:
IPP Framework:
- Determine Partner Archetype
- Score ICP Alignment (0-10)
- Score Revenue Path Clarity (0-10)
- Score Archetype Fit (0-10)
- Score Economics (0-10)
- Score Strategic Value (0-10)
- Calculate IPP Score (sum)
- Set Partner Status (Strategic/Good/Evaluate/Pass)
Enterprise Partner Evaluation (For Major Partners Only):
- Complete Partner Positioning Assessment
- Score 3 Cs (CAPACITY, CAPABILITY, COMMITMENT) - 1-5 each
- Score 6 Pillars - 1-5 each
- Set Partner Tier (Bronze/Silver/Gold/Platinum/Strategic)
Step 3: Set Up HubSpot Integration
- Tag reps in HubSpot with “Partner Sales Rep”
- Set Engagement Tier custom property (Tier 1-4)
- Set Rep Quality Score custom property (1-10)
- Create workflows to calculate aggregate metrics
- Export weekly: tier counts, rep names, aggregate metrics
Step 4: Set Initial Actions
For each partner:
- Set Next Action Date (based on tier cadence)
- Set Next Action Type (Follow-up, Account Research, etc.)
- Set Next Action Rep (if known)
- Add Next Action Notes (context)
Step 5: Weekly Sync Process
- Export aggregate metrics from HubSpot
- Update sheet with tier counts and metrics
- Update rep names (Tier 1-2 for quick reference)
- Set next week’s actions
- Mark CURRENT WEEK = Y for reviewed partners
✅ Success Criteria
After setup, you should be able to:
- ✅ Filter by Next Action Date → See who needs attention today
- ✅ Filter by IPP Score → Focus on strategic partners (40-50 points)
- ✅ See tier distribution → Know engagement health at a glance
- ✅ Track aggregate metrics → Know partner performance overall
- ✅ Identify partner archetype → Know how partner creates value
- ✅ Plan weekly actions → Know what to do without checking HubSpot details
You don’t need:
- ❌ Detailed rep tracking in sheets (HubSpot has this)
- ❌ Individual rep metrics in sheets (HubSpot has this)
- ❌ Full activity history in sheets (HubSpot has this)
📚 Related Documentation
- Ideal Partner Profile:
ideal-partner-profile.md- IPP framework and scoring - Partner Evaluation Framework:
partner-evaluation-framework.md- How enterprise partners evaluate us (3 Cs + 6 Pillars) - VP of Partnerships Agent:
agents/vp-partnerships-agent.md- Agent for dry runs - Partner Positioning Assessment:
templates/partner-positioning-assessment.md- Assessment tool - Partner Positioning Summary:
partner-positioning-summary.md- Quick reference - Tracker Rationale:
tracker-rationale.md- Why rep-level tracking matters - Partner Playbook:
partner-playbook.md- Strategy and approach - Partner Tracking System:
partner-tracking-system.md- Full system (for reference)
Last Updated: January 2025
Next Review: After implementation