Referral partner funnel
Partners send warm introductions through a tagged link or a partner page, an intro call qualifies, and a deal closes.
7 steps6 connections5 benchmarks5 checklist itemsForecast period: 30 days
How this funnel works
Referral partners produce the cheapest and best-converting leads an agency gets, and almost nobody measures them. Give each partner a tagged link or a partner landing page so introductions are attributed, then track the intro call and the close. The purchase value should include the partner commission as a cost note.
Built for: Agencies, consultancies, and B2B services that get work from accountants, developers, platforms, and other partners.
Benchmarks
Low, typical, and high values a marketer would recognize. The forecast preset uses the typical column.
| Step | Low | Typical | High |
|---|---|---|---|
Partner link to intro form Conversion rate · warm introductions | 15% | 30% | 50% |
Intro form to intro call Conversion rate | 50% | 70% | 85% |
Intro call to proposal Conversion rate | 40% | 60% | 75% |
Proposal to signed Conversion rate · referred deals close higher than outbound | 30% | 45% | 60% |
Cost per referred lead (commission basis) Cost per lead | $100 | $300 | $800 |
Setup checklist
In the app, items flip to done when the Setup Assistant verifies the matching node.
- 1Each partner has a tagged link (utm_source=partner&utm_campaign=name) or a partner page
- 2Partner page tracked
- 3Intro form captured as a form event with the partner as a property
- 4Intro call and proposal pushed from the CRM
- 5Signed deal carries value and the partner commission in notes
More agency templates
All in this categoryAgency5 benchmarks
Agency client acquisition
Cold email to a free audit report, a report page with a booking link, a strategy call, and a signed retainer.