How Aikido reached 500+ partner-sourced deals a quarter

Where Aikido started: partner enablement that was "super blank"

Aikido's earliest partner conversations describe a program with almost no structure to lean on.

1. Partner enablement was close to non-existent. Asked what the team needed, the answer was blunt: "partner enablement is super blank." There were no one-pagers, no self-serve materials, nothing a reseller could pick up on their own.
2. No visibility into partner performance. With no engagement metrics, win ratios, or way to compare partners, quarterly business reviews weren't possible: "now I have nothing."
3. Interested partners went cold. Resellers and MSPs would sign on, go through enablement and training, then stall out with no structured way to keep them moving: "Many partners tell us they're very interested in partnering with us, and then they go cold and never take the initiative."
4. Resellers needed to run independently, with no clean way to prove it. They were explicit they needed an independant reseller motion, but distributor-to-reseller relationships and partner-sourced pipeline had no reliable home in HubSpot.

Why they chose Introw

1. The CRM stayed the system of record. Every deal an MSP or reseller registers in Introw writes straight back into HubSpot: "it's very important for these MSPs to register deals in Introw for us and then gets created in HubSpot so that we have full visibility on this." Aikido's own sales team always knows which account a partner is already working - no double-selling, no guesswork.
2. Partners could work independently, off-portal. Justin reported no pushback from partners on adopting the platform: "I haven't had partners tell me they don't want to log into Introw. I think they really like having everything, like the collateral, in one separate place they can easily access."
3. The team runs it themselves, no consultants needed. Partner managers build their own partner-specific dashboards in HubSpot: "Each of those partner managers also has their own partner-specific dashboard, which we look at daily or weekly." On the Introw side, PMs onboard partners once, and after that it's a straightforward tool for them to pull their own DRs and collateral without needing to come back to the team.
4. Room to grow past a handful of partners. Aikido's partnership manager was explicit about the ambition beyond a first cohort of 10+ partners . The roster has since grown to 450+ companies.

The results: 500+ partner-sourced deals a quarter

• Partner-sourced deals have held above 300 a quarter even after the initial peak, more than 10x the original baseline of around 25 a quarter.
• More than 8x as many partner companies now submit deals every month, up from about 10 to 90, over roughly 20 months, growth spread across the base rather than a few power partners.
• Every registered deal syncs to HubSpot automatically, so Aikido's own reps can see exactly which MSP or reseller is already pursuing a given account before they ever pick up the phone. ‍
• More than 250+ partner contacts are active a month, up from about 65, over roughly 15 months, more individual people at partner companies are actually working in the platform.

Working off-portal

Aikido's channel doesn't live behind a single login. Partner updates and deal status changes reach the team through Slack, and MSP- or reseller-registered deals reach HubSpot without anyone needing a portal session first: shared Slack integration has transformed our communication, streamlining workflows and solidifying partnerships.

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