Partner Program Benchmarks

Partner Revenue Share

15–25%

of total revenue

CLV Uplift

+34%

for partnered customers

AOV Increase

+40%

via partner channels

Avg Sales Cycle

84 days

SaaS average

B2B SaaS Conversion Funnel

How the average company compares to top performers at every stage

Average

Visitor → Lead

1.5–2.5%

MQL → SQL

32–40%

SQL → Close

20–25%

Top 10%

Visitor → Lead

8–15%

MQL → SQL

39–40%

SQL → Close

30%+

How different partnership types and deal sizes drive results

Deal Economics by Partnership Type

Average deal size and sales cycle length by partner model

Where Partner Revenue Comes From

Revenue mix across partner channel types

Sales Cycle by Deal Size

Days to close across SMB, mid-market, and enterprise

How partner-sourced business compares to direct sales across key dimensions

Metric	Partner Channel	Direct Sales	Difference
Customer Lifetime Value	$14,740 avg	$11,000 avg	+34%
Average Order Value	$8,400 avg	$6,000 avg	+40%
Repeat Purchase Rate	68% in first year	54% in first year	+25%
Net Promoter Score	52 avg	41 avg	+11 pts
Customer Acq. Cost	Lower (shared)	Higher (solo)	−20-30%

The essential metrics every partner program should track

PartnerAwesome builds and manages partner programs that outperform.