How CRM Data and PRM Integration is helping Vestd scale its Referral Program

When Alicia, Partner Manager at Vestd, reached out to us, she was managing a growing referral program that had become impossible to track. Partners were sending leads via email, attribution was unclear, and there was no way to measure what was actually working. Sound familiar?

The Challenge‍

Vestd, a London-based SaaS company providing a platform for equity management and employee share schemes had built a solid referral partnership program where partners could recommend their services to clients and earn rewards. But as the program grew, the cracks started to show:

-No visibility into which partners were actually active

-Manual tracking of leads and revenue attribution

-Disconnected systems between Sales (working in HubSpot) and Partnerships

-Zero reporting on key metrics like conversion rates, deal velocity, or partner performance

Alicia knew they needed to operationalise and automate—but as a team of one, implementing new systems while keeping partners engaged felt overwhelming.

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The solution: Technical Partnership Operations + HubSpot Analytics

Vestd invested in Kiflo, a Partner Relationship Management (PRM) platform that integrates natively with HubSpot. This meant partners could submit leads through a structured portal while Sales continued working in their familiar system. Connecting Kiflo to HubSpot properly and building meaningful reports requires deep technical knowledge of both partnership operations and CRM analytics.

But having the right tool is only half the battle. That's where Bond came in as a Partnership Data Analyst.

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What We Did Together

Over a series of focused Workshops and using Slack as a constant communication tool to exchange on the projet on the side, we worked hands-on with Alicia to:

1. Built Custom HubSpot Partnership Reports

Using our HubSpot reporting expertise, we created custom dashboards that track partner deals by stage, conversion rates, and time to close.

2. Designed Partner Performance Analytics

We built a performance snapshot report in HubSpot that identifies which partners are actively sending deals and which have gone quiet. This data-driven view makes it easy to spot who needs re-engagement and who deserves more strategic investment.

3. Supported the Kiflo Rollout Internally and Externally‍

Advising on mandating Kiflo for all new lead submissions• Supporting alignment with Sales to redirect email submissions back to the portal• Providing input on how to re-engage existing partners using features like commission tracking and client discounts

4. Establish Operational Frameworks

‍We reviewed and refined partner onboarding workflows, messaging automation, and 30-60-90 day activation sequences—all designed to help Vestd scale without adding headcount.

5. Plan for Strategic Growth

Looking ahead to 2026, we helped Vestd put the right infrastructure in place to better assess partner performance and prioritise those who consistently deliver quality leads and align with Vestd's target market. This shift enables a more focused and scalable approach to transactional partnerships.

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The Results

Vestd now has:

Complete visibility into partner performance and deal progression through custom HubSpot reports

Automated, attribution-ready lead flow from partners directly into Sales workflows

Data-driven decision making with analytics on conversion rates, time to close, deal value, and revenue attribution

Scalable technical systems that support growth without manual chaos

Partnership intelligence that informs strategic decisions

More importantly, Alicia has both the technical infrastructure and strategic frameworks to grow the partner program with confidence.

“ Working with Bond was incredibly valuable as we took steps to build a more scalable and intelligent partnerships function at Vestd. It brought a deep understanding of the realities of early-stage partner programs and helped shape our approach in a way that was both strategic and practical. Their guidance through the PRM setup and HubSpot reporting structure, drawing on her extensive SaaS experience, was instrumental in identifying the touchpoints and processes we needed to embed for better partner enablement and long-term performance tracking.”

Alicia Porter - Partnerships Lead @Vestd

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Looking to turn your Partnership Data into powerful insights?

If your partner program has outgrown spreadsheets and email threads—if you're struggling to prove ROI or wondering which partners actually drive results—we can help. Bond specialises in partnership strategies and operations and uses data driven tools like CRM analytics and other PRM’s in the industry specialised for B2B SaaS companies. Ready to bring structure, visibility, and data intelligence to your partner program? Let's talk.

Contact Bond Agency →

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