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: "you have a lot of partners that say yes, very interested in partnering with you, and then the partner starts being very cold and doesn't want to take any initiative."
4. Resellers needed to run independently, with no clean way to prove it. Johan was explicit that he needed the reseller motion "one hundred percent independent", 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 MSP in Belgium is going after these customers." 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 issues with partners like I don't want to log into Introw... I think they really like that we have that also separate, the collaterals and everything, they can easily do it from there."
3. The team could run it themselves, no consultants. Justin's own partner managers now build reports, dashboards and enablement content without waiting on anyone: "each of those partner managers also have their own partner specific dashboards, which Johan and I look at on a daily, weekly basis."
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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