Partnerships incrementality benchmarks 2020 — How new partnerships drive incremental growth vs existing partnerships

Research shows that partnerships provide a significant revenue stream for businesses. Does this revenue come from long-standing partnerships, or do businesses need to add new partnerships to their programs to grow?

Impact’s data scientists looked at data from 2019 to 2020, with the aim of uncovering precisely how important new partners were to the sustained growth of partnership programs compared to existing partners. The researchers also analyzed the share of revenue new partners drove compared to the share driven by existing partners.

In this report, discover:

  • How new partnerships compare in driving growth
  • Did the role of new partnerships vs. existing partnerships change during Black Friday
  • The role active vs. passive recruitment plays