Celebrating a milestone – $1 billion in attributable sales
It is with great pride that I announce that today, we’ve officially surpassed the $1 Billion mark in attributable sales. This means that in the 6 years since we’ve launched our through-channel marketing program, we’ve been able to help small and medium sized partners sell more than $1 Billion for their brands. And of course, while this is a big achievement for our company, it’s an even bigger milestone for our partners, our brands, and our through-channel marketing program as a whole.
How did we get here?
Like many companies, OneAffiniti was born from an unfulfilled need in the marketplace. In our case, we found that large brands were unable to effectively market to and through their channel partners. Knowing the importance of marketing – and the limited capabilities of many brands’ channel partners, we developed a program where we could combine thought leadership pieces with a brand’s product marketing materials, and send it on behalf of the partners. In turn, partners provide more visibility into their programs – lead volume, pipeline, and, of course, sales.
We use an attribution model that relies on actual sales receipts, so we can ensure that our reported numbers are verifiable sales, not just pipeline sales. We are able to take the receipts that partners provide us with, and report back to brands, proving program ROI. While the indirect channel as a whole is worth a massive $3 trillion, we’ve always kept our focus on the profit pools of mid-market and SME. We’ve helped channel partners reach their end buyers on a consistent basis, and remain top of mind with their customers. And, along the way, we’ve helped them find a billion dollars in new business.
Can you be a bit more specific?
I can try. Let’s take a look at some of our recent statistics:
- In 2018, we measured the performance of 120,000 sales from 30,000 campaigns
- Each campaign reached around 1,000 targeted prospects for a single partner
- Conversion rates (4/1,000 or 0.4%) are 7x industry average, which makes sense given the strong affinity between a partner and their own first degree connections
We measure Attribution scoring from 0 (no campaign influence) to a maximum score of 5 (exclusive influenced). The average attribution score so far in 2019 is 3.51, highlighting the importance of sales and marketing working together to close new business.
So, what’s next?
As I mentioned earlier, this accomplishment isn’t just about us. It’s a reflection of the market, a testament to our program, and proof of the untapped resources of the indirect channel. Now, more than ever, brands need to make sure that their entire channel has the support it needs to reach their customers. And while the larger partners have more capabilities and resources to do so, small and medium sized partners can keep up, too – with the right support and through-channel marketing program. We look forward to the next $1B in attributable sales, and are excited to help our brands and partners reach their business goals.
It’s an honor to be able to help both brands and partners, with a program that is win:win for everyone!
Limited resources? We’ve got you covered.
Don’t have the time or the marketing tech to create and send campaigns on your own? That’s okay – that’s what we’re here for. OneAffiniti offers you the opportunity to do long-term marketing at no cost to you, and no more than five minutes of your time a month. Contact us to learn more.