Unleashing the Power of Nearbound: The Stats You Need to Know

Unleashing the Power of Nearbound: The Stats You Need to Know

Andrea Vallejo 11 min

“We need a nearbound strategy” might not be enough for your CRO, CMO, CFO, or any other member of your C-Suite. You need numbers!

To get all your teams on board, proof helps. We gathered some results (from sources like GTM Partners, Allbound, Reveal, Canalys, Partnership Leaders, HubSpot, and more) you can share with your team the impact of nearbound across each GTM motion: 

  • Nearbound Sales

  • Nearbound Marketing

  • Nearbound Customer Success

  • Nearbound Product

  • Nearbound Partnerships

Let this article be a reference you can return to. (We’ll keep it updated along the way. Feel free to send us more stats if you come across them!)

 

Nearbound Sales

Nearbound sales means reaching buyers with the voices that surround them—voices they trust—to close more and bigger deals faster. It involves tapping into ecosystem intel, influence, and introductions so you can enter the buyer’s orbit. 

 

If you want to get your Sales team on board, show them some of these stats on partner-influenced or partner-sourced pipeline and revenue, average deal size with partner involvement, and average close rates with partner involvement. 

 

Revenue and pipeline (partner attached)

 

Average deal size with partner involvement

  • Daniel O’Leary, Director of Partnerships at Box, and his team were able to close the biggest deals this year, last year, and the previous year (all were co-sold with partners), and they achieved 92% larger average contract values (ACV), with a higher attach rate of their top product. 

  • In GTM Partners’ report “Understanding Partner-Led Growth” they found out that partner-sourced opportunities have a 46% higher win rate, and partner-influenced opportunities have a 99% higher win rate.

  • In GTM Partners’ Go-to-Market Benchmark Report, 33% of companies mentioned that their AVG partner deal size was between $20K - $75K, and the other 33% mentioned theirs was above $150K. 

  • According to Forrester, a deal can increase 4-5 size while closing 50% faster and realizing 234% ROI. 

  • Maya Connet, VP of Inside Sales at Clari, shared that opportunities that involved a partner converted at 4x the rate of non-partner opportunities, and that deals that had partners involved were 2.7 times larger than going at it solo. 

     

Average close rates with partner involvement

 

Nearbound Marketing

Nearbound marketing is a GTM strategy that aims to surround your buyers with the voices they trust. It’s not enough to try to cut through the noise and reach them directly; you’ve got to partner with the individuals and companies who already have influence.

 

Here are some stats to show your Marketing team the power of nearbound for driving and qualifying leads, lowering CAC, and growing the market.

 

Qualified leads

  • LeadMD doubled their bookings from nearbound deals sourced through their partners like Marketo rather than through their marketing automation. 

  • By hosting a partner event with Vitally.io, Eric Sangerma, Head of Marketing and Partnerships at Simplesat, achieved 240+ new MQLs with 8 immediate demo requests


CAC

 

Partner influence

 

Events

  • By running partner events in tandem with Reveal, Kate Hammit, CMO at Splash was able to drive 3x more pipeline, 45% increase in product usage by attendees, 78% attendance rate, 200% increase in total revenue from event programs, and 10% increase in win rate from attendees. 

  • Through a partner event-led GTM, Gainsight gained in their Q1 in 2023, 400 attendees, $20M in influenced ARR, and 300 AQLs and 40 SQLs.  

 

Nearbound Success

Nearbound customer success means identifying and solving customer problems with the partners that surround them. It involves understanding your customers and their world, going beyond just knowing your company’s software.

 

And if you want your Customer Success team on board with your nearbound motion, you may want to share with them these stats around retention/churn and renewals/upsells.

 

Churn and retention rates

  • Forrester Consulting’s report shows that partnered vendors have 10% higher customer lifetime value and nearly 14% lower churn.

  • Rollworks found out that their customers with four or more integrations are 35% less likely to churn compared with those with just one integration enabled. 

  • 70% of users who join through Help Scout’s startup partner program convert to paying customers

  • Payfit had an increase of up to 60% in lead-to-demo conversion rate and an increase of up to 50% in demo-to-customer conversion rate.

  • Companies that partner have a 28% higher compound annual growth, attributed to the fact that partnering improves retention and expands your customer base. 

Renewals and upsells 

 

Nearbound Product

Nearbound product means partnerships are part of your overarching product strategy. How your product functions and integrates with your customers’ stack is even more important than what it does in isolation.

 

Here are a few stats proving the power of a nearbound product strategy. 

 

Integrations

 

Nearbound Partnerships

Nearbound is more than just channel sales or traditional B2B partnerships. It’s an overlay to every department that involves going to market with and through the voices buyers trust. That includes solutions partners, channel partners, tech partners, referral and affiliate partners, but it also includes anyone else who influences buyers.

 

Here are some stats on the rise of partnerships.

  • GTM Partners mentioned in their GTM Benchmark Winter Report 2024, that 60% of companies will expand their Partner team in 2024. As companies large and small look for efficient growth more and more are turning to the increasingly popular Partner-led growth motion. 

  • PartnerStack and Apollo.io have experienced 432% increase in partnership revenue

  • Reveal claims that by 2025 nearly 33% of all sales will come from your ecosystem. 

  • 75% of the $105 trillion world economy is sold through partners. 

  • McKinsey reports that 82% of CEOs are investing more in partnerships. 

  • Over 80% of Microsoft’s massive influx of new partners are non-transacting—focused on awareness, advocacy, and retention rather than direct sales.

  • Thanks to Reveal, Lucca has significantly enhanced its partnership assessment and expanded its ecosystem with 15 integrations in the last eight months. 

  • The creation of a Nearbound enablement program thanks to the HubSpot and Reveal App, which made Contractbook’s GTM teams more efficient, leading to an increase of 2-3x  more meetings booked.

  • By using Reveal instead of spreadsheets for account mapping, you can save a significant amount of time. Typically, manually matching account data with a single partner without a tool like Reveal could take up to 20 hours of work for a dataset of 500-1K accounts, depending on the complexity of the mapping. 

 

Revealing the power of nearbound

Another way to prove the power of nearbound is by leveraging Reveal’s Partner Analytics Dashboard. 

 

It highlights revenue potential in your partner ecosystem. This data is displayed in a separate dashboard so you can quickly and easily assess the potential value and prioritize your existing partnerships.

 

You can have access to metrics like: 

  • Partner addressable revenue: The total potential revenue across all partners

  • Lead gen: My partners’ customers that are not in my CRM. Revenue potential is based on the # of accounts * Win Rate * Deal Size

  • Sourced revenue: My prospects with no open deal that are my partners’ customers. Revenue potential is based on the # of accounts * Win Rate * Deal Size

  • Influenced revenue: My prospects with an open deal that are my partners’ customers. Revenue potential is based on the # of accounts * Win Rate * Deal Size

 

Accessing this data can help you identify which partners have the most overlap and best impact on their key market/segment and prioritize them accordingly. 

 

 

If you want to maximize the value of your partnerships and dial in your nearbound strategy, Reveal can help. 

 

Book a call with our team, and they can share best practices and use cases to get started.

 

I’m in!

 

Andrea Vallejo 11 min

Unleashing the Power of Nearbound: The Stats You Need to Know


Learn how top companies leverage nearbound across their Sales, Marketing, Customer Success, and Product teams.


You Might Also Like

X

This is a test comment.

X

This is a longer test comment to see how this looks if the person decides to ramble a bit. So they're rambling and rambling and then they even lorem ipsum.