The Awesome / Partner Benchmarks
Partner Program Benchmarks.
KPIs, ratios and operating metrics from leading partner ecosystems — updated regularly.
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%+
Deal Economics & Revenue Breakdown
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
Partner Impact Metrics
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% |
Top 10 Partner Program KPIs
The essential metrics every partner program should track
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