Building a Scalable Partner Propensity Engine for Unified Opportunity Mapping

To empower better partner alignment and opportunity targeting, a global tech company built a scalable partner propensity engine that identifies high-potential customers and matches them with ideal partners. By combining custom-built data models, intuitive dashboards, and a centralized internal hub, the solution brought consistency, visibility, and efficiency to a once-disconnected process. The initiative transformed how partner teams plan and execute, setting the foundation for more collaborative and data-driven growth.

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Client Situation

The client was responsible for constructing a partner propensity engine focused on identifying high-propensity customers within the existing customer base and understanding the partner opportunity by solution area. The initiative initially targeted mainstream solution plays and the Enterprise and Corporate customer segments.

Key responsibilities included developing data models to surface these opportunities, creating logic to match them with suitable partners, building an internal tool to share insights with partner account teams, and scaling this capability to an external partner portal to enable self-service. The client also led enablement efforts across internal teams and external partners to drive adoption and usability.

Our Approach

To bring this vision to life, the client engaged data vendors to collaborate with internal solution play leaders. They defined what constituted a "high propensity" customer account for each area of the business and developed the logic and business criteria that powered the predictive modeling behind the engine.

Alongside model development, the team launched two key internal dashboards to operationalize the data:

• Propensity Dashboard: Allowed users to configure, filter, and export opportunity lists for sharing with partners.

• Success Dashboard: Tracked partner and customer outcomes across their journey, helping teams monitor performance and impact.

The team also launched a dedicated internal hub to centralize resources, training, and documentation. This hub serves as a one-stop shop for everything related to the propensity engine.

As the solution matured, the team expanded its scope to embed these capabilities into an external-facing partner portal. This required translating technical models into actionable business requirements and working closely with platform engineering teams to ensure successful integration. While the external version didn’t match the full flexibility of internal tools, it laid the groundwork for self-service access to partner insights.

Impact

This initiative marked a significant shift from fragmented, team-specific propensity lists to a unified, standardized system that supports partner planning across solutions, customer segments, and partner types.

By providing consistent and compliant data, the engine gave both internal teams and partners a clearer view of where and how to focus their efforts. The centralized dashboards eliminated redundancy, enabled faster decision-making, and encouraged more effective collaboration between account teams and partners.

The integration into the external portal added the benefit of self-service access, ensuring partners had the same data at their fingertips without delays or manual coordination.

What began as an internal effort evolved into a scalable, strategic tool that continues to inform partner strategy and execution globally.