Wouter Moyaert

We're thrilled to welcome Factorial as an Introw customer!

Factorial is one of the fastest-growing tech companies in the world, helping SMBs simplify people and business management, so they can focus on what really matters. Their global partner network plays a key role in expanding their reach and delivering top-notch business solutions across industries. Over 50 partnership managers worldwide will leverage the power of Introw.

The Challenge: Managing a hyper-scaling Partner Network

With the rapid growth of Factorial’s partner ecosystem, including resellers, referral partners, and system integrators, they faced challenges in maintaining seamless communication, tracking deal progress, and ensuring an efficient and consistent engagement with all partners. Traditional methods were becoming inefficient and unscalable, limiting their ability to maximize the potential business outcome of these partnerships.

The Solution: Partner collaboration on autopilot powered by Introw

Introw offered a comprehensive PRM tailored to Factorial’s needs:

• Rapid Deployment: We were able to launch a customized partner portal in minutes, eliminating the lengthy setup times associated with traditional PRM systems.

• Seamless CRM Integration: Introw's native integration with our HubSpot, ensures that all partner interactions and deal registrations are synchronized, maintaining a single source of truth. Clara Arnaud, Partner Revenue Operations at Factorial adds: “Great user experience, amazing support and flawless HubSpot integration”,

• Automated Deal and Lead Management: Partners can easily register deals and leads through the portal, with automated tracking and attribution, streamlining the sales process.

• Enhanced Partner Engagement: Features like automated updates, announcements, and content sharing keep our partners informed and engaged without the need for constant manual communication & updates (data below is dummy data). “Introw takes our partner experience to the next level. Putting partner engagement on autopilot, says Sergi Mollins, Head of Partnerships at Factorial.

The Impact: Strengthened Partnerships and Increased Efficiency

Since implementing Introw, we've observed:

• Improved Partner Satisfaction: Partners appreciate the ease of accessing resources, having live and clear data visibility, registering deals, and receiving timely updates, leading to stronger relationships.
• Increased Operational Efficiency: Our internal teams spend less time on admin tasks, allowing them to focus on strategic initiatives and partner development.
• Enhanced Revenue Tracking: With real-time insights into partner-driven deals, we can better forecast and strategize for growth.

Join the Factorial partner program

Joining Factorial's Partner Program means teaming up with one of the fastest-growing tech companies in the world, trusted by thousands of SMBs across 65+ countries. As a partner, you’ll gain access to exclusive resources, co-marketing opportunities, and a powerful suite of Products designed to help clients digitize and optimize their business and people operations. Whether you're a consultant, agency, or tech provider, partnering with Factorial enables you to deliver more value, grow your revenue, and make a real impact in the future of work. Read more.

Conclusion

Implementing Introw has been a transformative step in optimizing Factorial’s partner management processes. By providing a centralized, efficient, and user-friendly platform, we've enhanced collaboration with our partners, leading to mutual growth and success.

We’ve seen that there are 3 potential ways to manage your partners within HubSpot: custom properties, company association & custom object association. Before implementing a partner portal like Introw we advise to map your partners in your HubSpot. 

In this blogpost we’re going to focus on revenue attribution so we’re looking at the object “Deal” in HubSpot. If you also want to attribute contacts, leads, companies,… to partners, you can use the same approach.

Custom properties

How does it work?

1. Create a custom deal property
   • Step 1: Go to settings —> data management —> properties
   • Step 2: Create property:
     • Object type: Deal
     • Group: Deal information
     • Label: This is up to you to decide, we've gone for "Partner". Click "Next"
     • Field type: If you’re sometimes working with multiple partners on a deal, we advise going for “Multiple checkboxes.” If there is always a maximum of one partner per deal, go for “Dropdown select.”
2. Add your custom property to your view or your teams view (this will allow you to easily select the right partners from the left side panel)
3. Attribute the right partner(s) to the right deals

‍What are the pros?

✅ Easy and fast set-up

✅ Possible with all HubSpot plans

✅ Easy to create revenue reports

What are the cons?

❌ Every sales person should have this custom property in their view

❌ Not possible to navigate directly to the partner company

Company association (with association label)

How does it work?

1. Create a custom association label between deal and company
   • Step 1: Go to settings —> data management —> objects —> deals —> associations
   • Step 2: Create association label:
     • Objects you’re associating: Deals-to-companies
     • How many labels do you need? A single label
     • Create one called: partner sourced (for deals that partners have sourced)
     • 💡 Optional: You can create another label called: partner influenced (for deals that partners have influenced)
2. Associate the partner company to a deal and select the label “partner sourced” (or partner influenced)
3. You can do this by associating an (additional) company to the deal; add company

What are the pros?

✅ Easy and fast set-up

✅ Scalable

What are the cons?

❌ Not possible with all HubSpot plans

❌ Not easy to report on in HubSpot

Custom object association

How does it work?

1. Create a custom object
   • Step 1: Go to settings —> data management —> objects —> custom objects
   • Step 2: Create custom object:
     • Object name - singular: “Partner”
     • Object name - plural: “Partner”
     • Primary display property: “Partner Name”
     • Property type: Single-line text
2. Associate the right company object to the partner object in order to have all the right data connected
3. Associate the partner object to a deal

💡 Optional: Create association labels on this custom object to differentiate between for example partner influenced and partner sourced

What are the pros?

✅ Good for organisations with larger amounts of partners

✅ Scalable

What are the cons?

❌ Not possible with all HubSpot plans

❌ Not so easy

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Conclusion

To wrap up, there are 3 ways to manage your partners in HubSpot: via custom properties, via company association and via a custom object. 

Introw supports all methods :).

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What is Introw?

Working with resellers, referral partners, distributors,...? Keep on reading! Introw is a partner relationship management (PRM) platform allowing you to collaborate with your B2B partners in shared spaces integrated with HubSpot. 

One space to be aligned on pipeline, enable partners with content and track engagement.

Partnership data lives in the CRM, so we’re leveraging that to the fullest with our native and 1-click HubSpot and Salesforce integration.

With that, we’re not only elevating your B2B partnership experience, we’re elevating the experience of your entire partnership team.

Request a demo now.

‍
Install the HubSpot connection here.

Introw conducted a research on 2024 comparing the partner-attributed deals with non partner attributed deals.

In today's hyper-competitive business landscape, partnerships are becoming increasingly vital for driving revenue growth and scaling operations. Recent research on 2024 deals reveals compelling insights into the impact of partner-attributed deals compared to non-partner deals, shedding light on why partnerships are more crucial than ever.

Key Findings from Our Research

Introw detected that partner-attributed deals significantly outperform direct sales (non-partner) deals in two critical areas:

1. Higher Deal Size: Partner-attributed deals boast an average deal size that is 32% higher compared to non-partner deals.
2. Higher Win Rate: The win rate for partner-attributed deals is 2.8 times higher than for non-partner deals.

Interestingly, our research showed no significant difference in the sales cycle length between partner and non-partner deals.

What These Numbers Mean for Your Business

These findings underline a fundamental truth: partner ecosystems are revenue multipliers. Here's why:

• Increased Credibility: Partners bring an added layer of trust and credibility to the sales process, which can be crucial in closing larger deals. Customers are more likely to trust recommendations from partners they already have a relationship with.
• Access to New Markets: Partners can open doors to new opportunities and markets that may have been difficult to penetrate independently.
• Improved Win Rates: With a win rate that is nearly three times higher for partner-attributed deals, it's clear that partnerships are a critical factor in improving sales outcomes.

How to Leverage Partners for Maximum Impact

Based on our findings, here are three actionable steps your business can take to maximize the impact of partner-attributed deals:

1. Invest in Partner Enablement: Equip your partners with the right tools and resources to succeed. This includes training, co-marketing initiatives, and providing them with access to your sales collateral.
2. Leverage Partner Relationship Management (PRM) Software: Platforms like Introw can help streamline partner collaboration, track deal attribution, and measure partner performance.
3. Align Incentives: Ensure your partners are motivated to bring deals to the table by offering competitive incentives and fostering a mutually beneficial relationship.

Conclusion

The numbers don’t lie: Partner-attributed deals are larger, more successful, and just as fast to close. Companies that prioritize building and nurturing their partner ecosystems stand to gain a significant competitive advantage.

If you want to see similar results in 2025, now is the time to invest in your partner strategy. Platforms like Introw can help you get there by simplifying the way you collaborate with partners and driving better outcomes. Schedule a demo here or get started for free. 

What is Introw?

Introw unlocks partner revenue by eliminating the friction of partner collaboration. Companies working with resellers, referral partners, distributors, or implementation partners use Introw to seamlessly share sales materials, collaborate on customer data, and drive partner engagement—all integrated with their CRM.