Cristina Flaschen: Proving the ROI of partnerships | Supernode Conference 2022

The concept of tech partnerships is still a baby in the B2B SaaS world. Tech partnership veterans typically only have a few years of experience on their resume, and they often need to navigate developing tech ecosystems from the ground up while facing challenges with buy-in and attribution. But tech partnerships are critical for shortening sales cycles, increasing ACV, and improving customer satisfaction and retention rates.

Cristina Flaschen, CEO of Pandium, shares the business case of investing in your tech ecosystem and how to build a culture of partnerships across your internal org. Flaschen covers which data you should track and how (think: segmenting your data), attribution tracking tools and methods (like Gong, PRMs, and PEPs), and examples of companies that track the impact of their tech ecosystem really, really well.


  • 3:50 – It’s 5-7x more expensive to acquire a new customer than to sell to an existing customer
  • 4:24 – When customers adopt one or more integrations, Pandium sees an increase of 15 or 14% in retention
  • 5:28 – Put the cornerstones of data collection in place in the beginning
  • 6:21 – The different types of data you should be collecting
  • 8:06 – Tools for tracking attribution
  • 9:30 – Tracking attribution in your CRM and working with your CSMs
  • 10:30 – Analytics from your app catalog
  • 11:05 – How ShipBob tracks attribution
  • 12:30 – Segmenting your data
  • 13:40 – Correlations between integration usage and retention rates
  • 14:19 – How LeagueApps tracks attribution
  • 15:58 – Overcoming attribution tracking hurdles by developing a collaborative relationship with product and engineering
  • 16:51 – Celebrate your wins company-wide
  • 17:45 – Ask for what you need, not what you know exists

About Cristina Flaschen:

Cristina has worked in technology for more than 15 years, running technical implementation, professional services and sales engineering teams for enterprise software consultancies and B2B SaaS. She managed her first product integration project in 2007 and has been obsessed with helping software companies solve interoperability problems ever since (and this makes her really popular at parties). She is also the co-founder of the SaaS Ecosystem Alliance, an interdisciplinary community for those working on SaaS tech ecosystems.

About Crossbeam:

Crossbeam is the world’s first and most powerful partner ecosystem platform trusted by more than 8,500 technology companies. We act as a data escrow service that finds overlapping accounts with your partners while keeping the rest of your data private and secure.