topic How to report on number of deals referred by partners in Dashboards & Reporting

How to report on number of deals referred by partners

JBolton — Thu, 05 Jan 2023 18:35:47 GMT

Hi,

Lots of our deals come through a pool of referral partners, who refer us prospects from brands. I want to be able to report on how many prospects each partner is referring over time - this could be as simple as a summarized data table grouped by referring partner.

I thought I could use association labels to do this so have created an association label for 'referring company' and linked each deal to the partner who referred it. I now can't find a way to report on that.

Can anyone think of how I can do this? Or a better way to achieve the same objective?

Thanks,

Jamie

Re: How to report on number of deals referred by partners

jolle — Thu, 05 Jan 2023 22:32:01 GMT

Hey @JBolton, this is an awesome question!

Associating the contact/company records with the respective deals isn't a bad idea, but I think this would be easiest to track and report on using a custom contact and/or deal property, depending on how you need to report on this data.

If the number of individual referral partners is manageable and doesn't change frequently, you could create a dropdown property called something like "Referral Partner" and set the value accordingly on the needed contacts/deals. Then, you could easily report on the number of contacts/deals tied to that referral partner using that single property. From there, you could also add some reporting layers to pull more specific reports, like referred deals that ended up closing.

If the number of individual referral partners is huge and changes frequently, you could either:

Create a single-line text property called something like "Referral Partner" where you would enter the name of the partner (and try to keep them as standardized as possible). This wouldn't give you the cleanest reporting, but you could filter down by name to get most of what you need as long as the values were entered correctly
Create a dropdown "Referral?" yes/no property that you could use to simply track whether or not the deal was a referral. You could then add in the "Referral Partner" single-line text property to track to the specific partner. This would give you cleaner reporting on whether or not a deal came from a referral, but you'd have the same challenge with reporting on the specific referrer from option 1

Hope this helps!!

Re: How to report on number of deals referred by partners

JBolton — Fri, 06 Jan 2023 14:17:00 GMT

Thanks for this response jolle!

It's more the messy one I'm afraid...

Do you think it would be possible to create a workflow that fills a 'referring company' field on a deal with the name of a company that has a referrer association? So any time a company is associated with a deal as a referrer, that (standardised) name gets entered?

Re: How to report on number of deals referred by partners

jolle — Fri, 06 Jan 2023 14:38:11 GMT

@JBolton of course!

Haha it always is! That's a really good workflow idea — the hard parts with that will be telling HubSpot which specific company record name to pull into the deal (I'm guessing that you have the lead's company record associated as well) and figuring out re-enrollment in case a single company refers multiple deals.

I don't have a final solution here, but I have some initial thoughts in case they help you get it over the finish line!

First, you'd need to distinguish the referrer company records from the lead ones. Maybe you could use something like "Company Type" with "Referrer" as an option or just a "Refferer? yes/no property.

From there, you could create a company workflow with the following enrollment criteria:

"Company Type" = Refferer (or "Referrer" = "Yes") AND "Number of Associated Deals" = 1
OR
"Company Type" = Refferer (or "Referrer" = "Yes") AND "Number of Associated Deals" = 2
OR "Company Type" = Refferer (or "Referrer" = "Yes") AND "Number of Associated Deals" = 3
And so on, increase the "Number of Associated Deals" as much as needed

That would enable you to re-enroll companies as additional deals are added. The problem is that HubSpot would copy the company name to all associated deals, not just the newly created one (and this would overwrite any existing values).

I'm not sure if there is a perfect workflow solution here, sadly 😕

@crispyGTM, any thoughts on what Jamie is trying to accomplish?

Re: How to report on number of deals referred by partners

crispyGTM — Tue, 10 Jan 2023 07:23:10 GMT

@jolle thanks for the tag, I totally agree with the workflow methodology. This would be tricky as you associate multiple companies to a deal at once, or back to back.

The workflow would also have to accommodate for the cadence at the timing of each object being creation which would get messy.

@JBolton Are you leveraging UTM parameters? I've seen that work for partner program attribution before, if the original source drill-down properties will absorb the UTMs from the channel that the referring partner sends them from.

Alternatively, you could use Referral Rock.

If this post helped to solve what you were looking for, please mark this as an accepted solution. Happy HubSpotting!

Re: How to report on number of deals referred by partners

OSari — Mon, 31 Jul 2023 20:51:42 GMT

Hi @jolle, your comment helped me a lot. Is there a way to also kind of "reverse-engineer" that. What i mean is....

I like the idea with the drop down menu as the number of our referral partners are manageable. However we also have a second "referall Partner" pipeline to track their progress within our process. I would of course love to see, in which deals they have been selected as the "referral partner" in our Sales Pipeline. So when i go to partner "a" , i would have a list/ overview of deals, where Partner "a" was put in as referal partner.

Hope that makes sense to you.

Re: How to report on number of deals referred by partners

andreasintrow — Tue, 17 Feb 2026 10:27:10 GMT

Hi @JBolton, @OSari, @crispyGTM, @jolle,

We recently did a webinar around attributing objects to partners in a scalable way and reporting on partner revenue: https://watch.getcontrast.io/register/introw-the-hubspot-blueprint-for-b2b-saas-to-grow-partner-sales-in-2026

There are 3 ways to attribute partnership revenue (see blogpost😞

Using a custom property (video)
Using company association (with association labels) - video

Tip: you can use different association labels for different types of partners. Eg: Channel Partner, Distributor,

Using a custom object - video

Introw is a PRM (partner relationship management) that deeply integrates with HubSpot. Allowing partners to register deals, collaborate on deals (and any other HubSpot objects), access documents and more. All without needing to give HubSpot access to your partners.

Andreas Geamanu

CEO @ Introw | #1 Partner Portal on top of HubSpot

Connect on LinkedIn