Distributor / Channel Partner MQLs
Number of qualified leads generated through the channel partner network
What is Distributor / Channel Partner MQLs?
Distributor and channel partner marketing qualified leads (MQLs) is the number of qualified leads sourced through channel partners, through referrals or shared marketing activity. It shows how much lead generation the partner network contributes.
For businesses that sell through partners, this measure shows whether the channel is producing pipeline or simply carrying stock.
How this KPI is measured
- Function
- Marketing
- Sub-function
- Channel & Partner
- Industry
- All Industries
- Type
- Leading
- Impact
- Revenue
- Unit
- #
- Measurement frequency
- Monthly / Quarterly
- Formula
- Count of MQLs sourced via channel partner referrals or co-marketing
How to calculate it
Count the MQLs that came from channel partner referrals or joint marketing in the period.
For example, if the partner network generated 65 MQLs this quarter, the figure is 65.
Track it by partner to see who contributes most. Record the source clearly when leads are created so partners can be credited fairly.
Where it is used
Evaluating the channel
See whether partners are generating demand as well as fulfilling it.
Focusing partner support
Invest more in partners that produce qualified leads.
Planning partner targets
Set lead expectations for each partner.
How to improve it
Tips and common mistakes
- Agree lead definitions with partners so MQLs mean the same thing to everyone.
- Pay attention to lead quality, not only quantity.
- Share results with partners regularly to keep them engaged.
More Marketing kpi library
Build better plans, faster
Join the waitlist for early access to curated insights, flexible templates, and rapid iteration across strategy, planning, and project management.