Case Study: Intercom Achieves 30% More Sourced Revenue with Crossbeam

Intercom’s Playbook for Ecosystem-Led Growth (+ 30% More Sourced Revenue)

Intercom, a customer service platform with a 7-person partnerships team, needed a better way to surface partner overlap data, track attribution, and help sales reps know when and how to work with app and service partners. Before using Crossbeam, the team lacked a centralized way to identify the best partners, prioritize account mapping, and consistently enable reps to drive sourced and influenced revenue.

Using Crossbeam’s account mapping, Salesforce Widget, Custom Object, Copilot, Slack alerts, and reporting features, Intercom built a structured ecosystem-led growth program for prioritizing partners, identifying high-value accounts, increasing partner attach rates, and launching referral initiatives like “Partner Week.” With Crossbeam, Intercom achieved 30% year-over-year growth in partner-sourced revenue and 157% year-over-year growth in partner-influenced revenue, while also improving partner-led co-selling and territory reporting.

Intercom

Catherine Brodigan

Senior Manager of Global Partnerships