Cost to acquire one partner
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Understanding partner CAC
Partner customer-acquisition cost spreads your program investment — tooling, channel headcount, and MDF — across the partners you recruit and the deals they source. It's the clearest way to judge whether your channel is efficient versus direct sales.
The lever that moves partner CAC most is activation: the gap between partners recruited and partners actually producing. Faster onboarding, deal registration, and enablement raise the active ratio, which drops cost per sourced deal. That's exactly what a PRM is built to improve.