Eva Fayemi

The world of partnerships is evolving—and for the better! Data has become the cornerstone of modern partnership management, transforming how partner managers make decisions, build relationships, and drive growth. Today’s partner managers don’t just maintain connections—they leverage data to uncover insights, optimise processes, and unlock new opportunities. When I started, I was navigating spreadsheets and tracking relationships through CRMs like Pipedrive and HubSpot. Today, the focus is on integrating those systems into a single source of truth, creating transparent, frictionless experiences for partners that foster long-term success.

This shift is a game-changer for managing and scaling partnerships. I’m Eva Fayemi, Co-Founder & CEO of Bond Agency, and I’m excited to share how data is reshaping partnership management.

1. Companies start with CRM Data

For most companies, CRM systems are the starting point for managing partnerships. These systems provide key data on sales interactions and performance, but integrating partner-sourced data can be a challenge. While it's better than nothing, simply tracking data isn't enough—it's crucial to define a partnership strategy first.

At Bond Agency, we help clients identify their partnership goals and align them with broader business objectives before optimising their CRM or introducing tools like Introw. A common challenge we see is companies not tracking which partnerships contribute most to the bottom line. We guide them in mapping partner journeys, attributing engagement, and tracking conversions in the CRM. This clarity leads to improved decision-making, better tracking, and growth.

Protip: Ensure your sales team is aligned on reporting partner-sourced leads. Create internal documentation and calls to keep everyone on the same page for seamless reporting across teams.

2. Increasing Revenue and Engagement

Growing revenue and boosting partner engagement are top priorities, but these goals can be time-consuming and difficult to track. Modern partner managers balance engagement and tracking more efficiently through technology, automating key processes and logging communication touchpoints with partners.

For example, one of our clients used to spend hours tracking partner engagement manually. After integrating their CRM with automation tools, they gained a dynamic, real-time view of partner contributions. Automated alerts and insights allowed their team to respond quickly, increasing partner engagement and revenue from key accounts.

Protip: Track whether partners open onboarding materials like sales brochures or marketing resources. This helps identify where additional support is needed for smoother, more effective onboarding.

3. More Transparency Through Data Means Better Collaboration

A common issue partners face is a lack of transparency. Without it, trust erodes, and partnerships can’t thrive. Tools like Introw are changing this dynamic by providing greater transparency. It connects CRM data with partnership management, offering a platform that tracks key metrics, aligns partners on pipeline progress, provides content, and monitors engagement.

This transparency empowers partner managers to track the entire partnership ecosystem while giving partners visibility into their performance. When everyone is aligned with clear data, collaboration becomes more efficient and impactful.

The future of partnership management is data-driven. With tools like Introw, partner managers can unlock new insights, improve collaboration, and drive faster, more efficient growth. Companies that embrace this will lead the next era of partnership management.

About Bond Agency: Since 2020, Bond Agency has been helping B2B tech and SaaS startups accelerate growth through strategic partnerships. We specialise in strategy development, execution, and providing fractional partner teams, focusing on scaling businesses in the EMEA and USA. With a diverse network of affiliates, tech integrations, and B2B influencers, we’ve delivered impactful results across industries including hospitality tech (e.g., Unicorn Mews), MarTech (e.g., Hotjar), and SaaS (e.g., Revenue Hero).

Join the conversation in our Slack community, The Nearbound Club, where tech founders and partnership leaders drive innovation in the partnerships space.

Visit: www.bond-agency.io