How Do You Calculate ROI of Co-Marketing Funds?
Co-marketing funds only work if you can show a clear, defensible return. Calculating ROI means tying joint spend to pipeline, revenue, and customer value — not just counting leads, clicks, or event attendees.
Co-marketing budgets—MDF, JMF, or partner-funded programs—are often spread across webinars, content, events, ads, and ABM plays. Without a clear ROI model, co-marketing looks like a cost center. With one, it becomes a repeatable investment engine both you and your partners are eager to scale.
What Goes Into Co-Marketing ROI?
A Framework for Calculating Co-Marketing ROI
Use this framework to move from “we ran a joint campaign” to “we generated measurable, profitable revenue together.”
Define → Track → Attribute → Calculate → Compare → Optimize
- Define success and scope: Agree with your partner on primary goals (pipeline, revenue, logo acquisition, expansion) and which programs, accounts, and time windows are in scope.
- Track all investments and activities: Capture cash and in-kind contributions from each side and tag all related campaigns, assets, UTMs, and events consistently in CRM/MAP.
- Attribute pipeline and revenue: Use a shared model (e.g., multi-touch or position-based) to decide what counts as sourced vs. influenced and how to split credit between partners.
- Calculate ROI with a clear formula: Start with a simple model such as:
Co-Marketing ROI = (Net New Revenue Attributed − Total Co-Marketing Investment) ÷ Total Co-Marketing Investment. - Compare against benchmarks: Evaluate ROI by partner, motion, channel, and segment to see where co-marketing is outperforming or underperforming other investments.
- Optimize and re-invest: Shift future funds toward programs, partners, and plays that consistently deliver the strongest ROI and strategic value.
Co-Marketing ROI Maturity Matrix
| Dimension | Stage 1 — Spend Reporting | Stage 2 — Pipeline ROI | Stage 3 — Full-Funnel, Partner-Shared ROI |
|---|---|---|---|
| Financial Tracking | Basic spend tracking, inconsistent by partner. | Standardized logging of co-marketing funds and activities. | Centralized, auditable view of all co-marketing investments across regions and partners. |
| Attribution | Lead counts and anecdotal wins. | Pipeline attribution for funded programs. | Revenue and CLV attribution using multi-touch, shared models. |
| Partner Transparency | Periodic updates via slides or emails. | Partners see high-level pipeline and revenue impact. | Partners access joint dashboards with ROI, trends, and benchmarks. |
| Decision-Making | Funds allocated based on requests or relationships. | Investments guided by historical performance. | Strategic co-investment model based on ROI and strategic value. |
| Time Horizon | Focus on short-term leads. | Short- and mid-term pipeline considered. | Full lifecycle impact on acquisition, expansion, and retention is measured. |
Frequently Asked Questions
What’s a good baseline formula for co-marketing ROI?
A simple starting point is: ROI = (Attributed Revenue − Total Co-Marketing Investment) ÷ Total Co-Marketing Investment. You can refine this with multi-touch attribution and CLV as your data matures.
How do you handle attribution across two companies?
Align on a shared framework for sourced vs. influenced deals, standardize tracking (UTMs, campaign IDs, partner fields), and agree on how revenue credit is split before the program launches.
How long should you measure ROI after a campaign?
Many teams use a 90–180 day window for net-new pipeline and bookings, with separate tracking for longer-term expansion and retention impacts.
What if data quality isn’t perfect yet?
Start with consistent tagging and basic attribution rather than waiting for perfection. The goal is to create a defensible trend line you and your partners can improve over time.
Turn Co-Marketing Funds into a Revenue-Proven Investment
When you can clearly calculate ROI, co-marketing stops being a discretionary expense and becomes a strategic lever for predictable, partner-led growth.