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01 Diagnose: Partner Revenue Diagnostic
Know what partner revenue is real before you hire, budget, or promise the board.
A three-week diagnostic that measures partner revenue the way the sales forecast is measured, finds where it leaks, and ends with a 90-day plan the CEO and CRO can act on.
- Length
- Three weeks, fixed scope
- Format
- Data review, interviews, readout
- You get
- Baseline, motion map, 90-day plan
- Best for
- Before a partner hire, a board review, or a launch
The situation
Most growth-stage AI and data companies can name their platform relationships but cannot say how much revenue those relationships produce. Co-sell registrations get counted as pipeline. Marketplace listings sit idle. Partner-influenced deals are claimed by sales, by partners, and by marketing at the same time.
Until partner revenue is measured with the same discipline as the rest of the forecast, partnerships stay a slide in the board deck. Hiring a partner leader or doubling a budget before that point is a bet, not a plan.
What it answers
- How much revenue is partner-sourced and how much is partner-influenced today, by motion and by platform.
- Where co-sell and marketplace opportunities stall between registration and close, with conversion at each stage.
- Which one or two motions can carry a forecast line within two quarters, and which to stop funding.
- What the partner team needs next: roles, compensation, and the profile of the permanent leader.
How it runs
| Phase | Deliverable | Owner | Timing |
|---|---|---|---|
| Week 1 | Data pull and baselineCRM, marketplace, and co-sell data: closed-won, open pipeline, and attribution as it stands today. | Henry Advisory with RevOps | Days 1 to 5 |
| Week 2 | Leadership and field interviews8 to 12 conversations: CEO, CRO, sales leaders, the partner team, and two or three platform partner managers. | Henry Advisory | Days 3 to 10 |
| Week 2 | Motion mapEach partner motion traced from first touch to close, with volume and conversion at every stage. | Henry Advisory | Days 8 to 12 |
| Week 3 | Readout and 90-day planThe three constraints, ranked. The motions to back. Attribution rules for the CFO. The hiring recommendation. | Henry Advisory to CEO and CRO | Days 13 to 15 |
What it takes
- Sponsor
- CEO or CRO, with 60 minutes at kickoff and at the readout.
- Data and people
- CRM access or an export, marketplace and co-sell reports, a RevOps contact, and 30 to 45 minutes with each interviewee.
Proof
Grew partner-influenced revenue from 3% to over 40% of regional revenue.
Built a managed AWS business from one customer to $1B ARR, as AWS’s #1 global MSP partner.
Owned a $400M services P&L.
After the readout
The plan is yours to run. The Hyperscaler Co-Sell and Marketplace Launch and the Fractional Head of Partnerships pick up where it ends.
Next step
Start with a working session.
A working session on your partner pipeline: what is real, where it stalls, and whether a diagnostic is the right first step.