Partner Attribution Setup: HubSpot + Salesforce
Rob Moyer
Founder, BlueThread
How to tag partners to opportunities and track attribution, in HubSpot and Salesforce.
Why partner attribution matters
Partner attribution lets you track Partner Sourced, Partner Co-Sell, and Partner Influence deals. This note shows how to add partners (distinct from customers), associate them to opportunities, and tag attribution correctly in HubSpot and Salesforce.
Adding partners, distinct from customers
Partners are Company records with Type = Partner (or Reseller for channel partners who resell). Create via Contacts, then Companies, then Create company, and set Type.
Type options:
- Partner: technology, referral, and co-sell partners.
- Reseller: channel partners who resell.
- Prospect: default, potential customers.
Partners are Account records. Set the standard Account Type picklist to Technology Partner, Channel Partner/Reseller, or Installation Partner.
Optionally use a dedicated Partner Account Record Type to control page layout and picklist values. This keeps partners distinct from Customer/Prospect accounts.
Attribution fields
(a) Use the built-in company association to link the partner Company to the Deal. The partner Company should have Type = Partner.
(b) Create a custom Deal property "Partner Attribution Type": Settings, Properties, Deal properties, Create property.
- Field type: Dropdown select.
- Internal name: partner_attribution_type.
- Group: Partner Attribution.
(a) Link the partner Account to the Opportunity via the Partners related list (OpportunityPartner), choosing a Partner Role, and flag the main partner as Primary.
(b) Create a custom Opportunity picklist field "Partner Attribution Type" (Partner_Attribution_Type__c).
Team note: Salesforce separates Partner Role (on the OpportunityPartner record) from Attribution Type (the custom field). Keep them distinct, do not overload one field.
- Partner Sourced: Partner registered a net-new opportunity through PRM/deal registration or referral process.
- Partner Co-Sell: Partner works directly with the sales team during the cycle, adding strategic value.
- Partner Influence: Partner contributes meaningfully but indirectly (deal confidence, post-sale context, customer readiness).
Attribution criteria by type
Partner Sourced
PRM/deal registration or AE tag required. Programmatic exceptions include PE/VC pricing programs. Partner or partner manager must log meaningful deal updates at least twice monthly for deals over $40K.
Partner Co-Sell
At least TWO documented activities that accelerate or increase close likelihood, tied to specific sales-cycle milestones. Examples: executive introductions, integration discussions/builds, joint value-prop development, shared business case or proposal support.
Partner Influence
At least ONE documented activity supporting deal progression or retention. Not tied to commissionable revenue. Tracked for strategic value.
Tagging a partner, step by step
- Open the Deal.
- In the right sidebar Companies section click + Add and select the partner company. Create it first with Type = Partner if missing.
- Set Partner Attribution Type.
- Log activities via Notes, Tasks, or Calls. Be specific, for example "Executive intro to VP of Engineering", and tie each to a milestone.
- Save.
- Open the Opportunity.
- Go to the Partners related list, click Add Partner, and select the partner Account.
- Set Partner Role. Mark Primary if it is the main partner.
- Set the Partner Attribution Type field.
- Log activities as Tasks/Events and Notes. Be specific and tie to milestones.
- Save.
Multiple partners? HubSpot lets you associate many partner companies. Salesforce allows many partners in the related list but only ONE can be Primary, and most attribution reports key off the Primary flag.
Sales-cycle milestones reference
| Stage | Partner Activities | Attribution Fit |
|---|---|---|
| Demand & Awareness | Campaign engagement, event intros, webinar leads | Influence (unless Partner Sourced) |
| Qualification / Discovery | Executive intros, account intelligence, scoping support | Co-Sell |
| Solution Validation | Integration builds, solution architecture, joint demo | Co-Sell |
| Business Case & Proposal | Business case development, pricing influence, co-branded proposal | Co-Sell (direct) or Influence (supportive) |
| Negotiation & Close | Commercial terms, executive escalation, procurement advocacy | Co-Sell (material) or Influence (confidence support) |
| Implementation & Success | Service delivery, training, CS support | Influence (post-sale) or Sourced/Co-Sell (expansion) |
Additional notes
- Post-sale tagging: no post-sale tagging on Partner Sourced unless the opportunity is moved or re-created for internal system reasons.
- Renewals and expansions: partner-led renewals and expansions may qualify as Influence or Co-Sell based on involvement level.
- Multiple partners: associate all partner companies/accounts and document each partner's activities separately.
Quick reference: partner activity types
| Activity Type | Definition |
|---|---|
| Executive Introduction | Partner introduces senior decision makers or creates access to key stakeholders. |
| Recommendation / Validation | Partner endorses solution to prospects, improving confidence. |
| Critical Integration Build | Partner builds meaningful integration or workflow for validation or implementation. |
| Service Delivery | Partner provides implementation, onboarding, or services that de-risk or accelerate value. |
| Account Intelligence | Partner shares insights that impact deal strategy, timing, or positioning. |
| Partner Pricing Advantage | Prospect leverages partner-specific pricing or commercial terms. |
| Program Messaging | Partner messaging or joint account mapping materially impacts pipeline creation or conversion. |
Platform mapping cheat sheet
| Concept | HubSpot | Salesforce |
|---|---|---|
| Partner record | Company, Type = Partner/Reseller | Account, Type = Technology/Channel/Installation Partner (or Partner Record Type) |
| Opportunity | Deal | Opportunity |
| Link partner to deal | Company association | Partners related list (OpportunityPartner) + Partner Role + Primary flag |
| Attribution type | Custom Deal property (dropdown) | Custom Opportunity picklist (Partner_Attribution_Type__c) |
| Activity logging | Notes / Tasks / Calls | Activities (Tasks/Events) + Notes (ContentNote) |
| Sourced via registration | PRM / referral process | Deal registration in Experience Cloud / Partner Central |
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