HockeyStick
SafetyCulture
Partnership Revenue Intelligence · Board Pack
Partnership
Strategy.
Prepared by HockeyStick Advisory for SafetyCulture · The culmination of the workshop, the opportunity mapping pass, and the business-alignment build. Ready for executive sign-off and the board.
Strictly Private & Confidential · © 2026 Hockey Stick Advisory Pty Ltd · ABN 60 659 210 894 · Prepared for the SafetyCulture executive sponsor and the board. Do not redistribute without written approval.
June 2026
Board pack v1
23 pages
Board pack · Agenda
· Prepared for SafetyCulture executive sponsor
Agenda · six sections.
From the executive introductions through the bottoms-up business case to the 30-60-90 day plan and locked next steps. Every page sourced from a specific Sam, Alex or Riley deliverable — cited in the footer for traceability.
23 pages Sam · Alex · Riley sources Platform data only
01
Introductions
Sponsors · HockeyStick team
02
Mission
Mission statement · Revenue gap
03
Partner Strategy
Maturity · Readiness · Strategy · Categories · 3 ICPs · Map
04
Business Case
GTM channels · Bottoms-up model
05
Crawl, Walk, Run
4 starred workstreams · Riley R5
06
30-60-90 Day Plan
Detailed plan · Timeline · Sign-off
×
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Section 01
01
Introductions.
Board pack · SafetyCulture · June 2026
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Section 02
02
Mission.
Board pack · SafetyCulture · June 2026
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02 · Mission
· Mission · FY26
Partnership Vision
Admired by our customers and partners for the value we create together, and the way in which we engage with them.
SafetyCulture is the partner of choice. Partners prioritise their resources, time and operating model toward creating win-wins that achieve business outcomes and drive growth.
Source · Alex A1 · Partnership Vision
×
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02 · Mission
· Revenue Gap · FY26
What's possible through partnerships?
SafetyCulture revenue is A$220M with 12% partner-sourced today. Moving to the 25% 18-month target — and on toward the 30% Crossbeam top-quartile benchmark — sizes the partner-attributable revenue currently on the table.
Closeable partner-revenue gap · 18 months
A$28.6M
Move partner-sourced revenue from 12% of A$220M today to the 25% 18-month target and partners deliver A$55M of revenue — A$28.6M more than today's A$26.4M.
Today · 12%
18-mo target · 25%
Benchmark · 30%
Today · partner-sourced
A$26.4M
12% of A$220M company revenue. Concentrated in ANZ Technology + Channel.
18-month target · 25%
A$55.0M
Locked target for the partner motion. Anchors the Bottoms-Up Partnership Model.
Benchmark · 30% (Crossbeam top-Q)
A$66.0M
Where same-stage SaaS top-quartile partner programmes land. North Star beyond Y2.
Source · CLIENT.revenue + partnerSourcedPct + partnerTargetPct + peerMedianPct
×
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Section 03
03
Partner Strategy.
Board pack · SafetyCulture · June 2026
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03 · Partner Strategy
· Sam D3 · Ecosystem Maturity Report
Ecosystem Maturity · Diagnostic Findings
SafetyCulture is Developing on the partnership ecosystem maturity scale.
Composite 2.1 / 5.0 · benchmark 4.0 for Late-Stage / Pre-IPO programmes (−1.9). Align-phase work will compound.
Composite
2.1
/ 5.0
Classification
Developing
1.5 – 2.5 band
Radar · 7 dimensions × benchmark
Strategy GTM Coverage Exec Revenue Attr Product Ops Infra
SafetyCulture
Benchmark
Score by dimension · sorted worst-first
Dimension
Score
Benchmark
Delta
Revenue Attribution
Sourced + influenced tracking
1.4
4.0
-2.6
Operational Infrastructure
PRM · CRM · RevOps · enablement
1.8
4.3
-2.5
Ecosystem Coverage
Partner base breadth + activation
2.2
4.4
-2.2
GTM Integration
Partners in the sales motion
2.4
4.0
-1.6
Executive Commitment
Sponsor · reporting line · budget
2.6
4.2
-1.6
Product & Integration
API · integrations · marketplace
2.7
4.3
-1.6
Partnership Strategy Maturity
Documented strategy + motion
3.1
4.3
-1.2
×
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03 · Partner Strategy
· Sam D4 · Partnership Readiness Diagnostic
67%
Readiness
Partnership Readiness · Diagnostic
SafetyCulture is Amber across 3 of 7 readiness categories.
1 Red 3 Amber 3 Green 9 blockers to resolve
Activation timeline
6-12 weeks
Foundation sound. Resolve Amber blockers and begin partner activation.
People
2.5/5
Team headcount + structure + RevOps + sponsor seniority.
Amber
2 blockers
Process
4.1/5
Repeatable mechanics + documentation across the engagement.
Green
0 blockers
Programs
3.8/5
Formal partner-program structure across categories.
Green
1 blocker
Technology
1.6/5
Systems + accessibility. CRM & PRM coverage is thin.
Red
3 blockers
Data
2.8/5
Partner activity tracking systems & attribution.
Amber
2 blockers
Budget
2.4/5
Partnership funding protocol & MDF envelope.
Amber
1 blocker
Exec buy‑in
4.5/5
Senior leadership ownership across the C-suite.
Green
0 blockers
×
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03 · Partner Strategy
· Riley R1 · Strategy Pyramid + Cohort analysis
Vision · Play · Win · Capabilities · Systems.
SafetyCulture's partnership strategy on one page (Riley R1 Strategy Pyramid) alongside the canonical Customer Impact cohort (Alex A3) on partner-influenced deals.
01 · Vision
What is our winning aspiration?
Become the global standard frontline-operations platform for safety-critical industries, building a category-defining partner ecosystem that delivers 22% of new ARR by T+180 and 34% by Year 2, anchored on hyperscaler co-sell, Tier-1 GSI delivery, and an embedded ISV programme.
Source · Revenue plan + partnerships gap
02 · Play
Where will we play?
Primary: ANZ + NAM enterprise frontline operations, scaled through Hyperscaler co-sell (Microsoft / AWS) and Tier-1 GSI delivery (Accenture / Deloitte / PwC). Secondary: embedded ISV motion across industrial IoT + EHS-adjacent platforms. Verticals: manufacturing, mining, construction, healthcare.
Source · Ecosystem Map · top 3 priority categories
03 · Win
How will we win in chosen markets?
Integrator-first GTM with named partner managers reporting into Revenue. Software-led differentiation through native integrations and a procurement-ready pricing track. Fast POCs anchored on Activation. Outcome bias: partner-influenced ARR plus joint reference logos every quarter.
Source · What We Want From Partners · Value Add + Outcomes
04 · Capabilities
What capabilities must we have?
Named Head of Partnerships reporting into the CRO. Dedicated RevOps embed for partner attribution and scorecard cadence. Certification programme for Sales + Partner Managers. C-Suite or President-level executive sponsor on the fortnightly partnership review.
Source · Partnership Readiness · People · Process · Programs · Exec Buy-In
05 · Systems
What management systems do we need?
CRM partner-attribution fields and workflows. PRM (Crossbeam / PartnerStack) for deal registration and pipeline visibility. Centralised collateral hub for sales, technical, and marketing materials. Quarterly MDF envelope sized to the top 3 categories.
Source · Partnership Readiness · Technology · Data · Budget
Customer Impact · A3
Partner-touched deals outperform direct.
Partner
Direct
Win rate
38%
22%
Avg deal size
$46K
$28K
WAUs
2.8×
1.6×
Benchmark
41%
top-Q
Headline
Partner-touched deals close at +16pp win rate, run at +64% ACV, and engage at 1.75× WAUs.
Source · Alex A3 · A3_IMPACT_SEED
×
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03 · Partner Strategy
· Alex A3 · Partnership Category Opportunities
Where to focus · three priority categories.
Ranked by ARR upside × conversion benchmark × activation feasibility. The 3 priority categories carry two-thirds of the partner-attributable ARR; the long tail compounds in FY27.
1
Priority 01 · ISVs
Technology · ISVs
Native integrations + enterprise SaaS stacks. Lead partners: Microsoft, Salesforce, Workday, ServiceNow.
ARR upside
18%
Conversion
32%
Effort
Medium
TTF deal
3-4 mo
2
Priority 02 · Hyperscalers
Strategic · Hyperscalers
Cloud alliances + AI-native joint motion. Procurement 12 → 2 weeks. Lead partners: Microsoft, AWS, SAP, Oracle.
ARR upside
22%
Conversion
24%
Effort
High
TTF deal
6-9 mo
3
Priority 03 · GSIs
Channel · GSIs
Tier-1 advisory + implementation muscle. Boardroom credibility. Lead partners: Accenture, Deloitte, PwC, KPMG.
ARR upside
26%
Conversion
28%
Effort
High
TTF deal
4-6 mo
Long tail · 5 categories · 34% of partner ARR upside
Activated in FY27
OEM · 14% upside · 36% conv · 6-12 mo
Marketplace · 9% · 41% conv · 1-2 mo
Reseller · 7% · 26% conv · 3-4 mo
Referral · 6% · 48% conv · <1 mo
Affiliate · 3% · 18% conv · <1 mo
×
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03 · Partner Strategy
· Alex A4 · Customer Journey × Partner Types × Executive Lens
Partners across the customer journey.
5-stage buyer journey · partner types in row 1 · KPIs that move in the centre band · executive owners in row 3. Activation is the focus stage for FY26.
Stage 01
Awareness
Lead source
Stage 02
Consideration
Conversion driver
Focus
Stage 03
Activation
Conversion + adoption
Stage 04
Expansion
Retention + growth
Stage 05
Retention
Retain + advocate
Partner types
Affiliate
Strategic
Referral
Stage 01
KPIs that move
  • Vol. prospects reached
  • Prospect → MQL conv.
  • Time Prospect → MQL
CMO
Partner types
Technology
Strategic
Referral
Stage 02
KPIs that move
  • Vol. MQLs
  • MQL → SQL conv.
  • Time MQL → SQL
CMO
CRO
Partner types
Technology
Marketplace
Channel
Stage 03
KPIs that move
  • Vol. SQL / SAL
  • SQL → SAL conv.
  • SAL → Closed-won
  • Won → Onboarded
  • Time Won → Onboarded
CRO
CEO
CPO
Partner types
Strategic
Technology
OEM
Stage 04
KPIs that move
  • Vol. onboarded accts
  • Onboard → ROI conv.
  • Time Onboarded → ROI
CPO
CCO
Partner types
Referral
OEM
Channel
Stage 05
KPIs that move
  • Vol. ROI-achieved accts
  • ROI → Renewal conv.
  • Time ROI → Renewal
CCO
×
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03 · Partner Strategy
· Alex A_ICP · ICP 1 of 3
ICP 1 · Enterprise ISV partners.
Tech platforms the enterprise has standardised on (Microsoft / Salesforce / Workday / ServiceNow). Five customer needs the partner motion must deliver — one is the key wedge.
Partner profile
Enterprise ISV partners
Tech platforms the enterprise has standardised on (Microsoft / Salesforce / Workday / ServiceNow).
Lead partners
Microsoft Salesforce Workday ServiceNow
SafetyCulture customer ICP
Verticals: Construction · Manufacturing · Healthcare · Mining · Hospitality · Retail
Size: SMB to Enterprise (frontline-led) · ACV: $10K–$250K mid-segment
Need 1 · Workflow consolidation
Reduce app sprawl by surfacing inspection data inside Teams, Slack, Salesforce and ServiceNow.
Need 2 · Data flow + reporting
Push inspection + incident records into the enterprise data warehouse and BI tooling (Power BI, Tableau).
Need 3 · Identity + access control
Enterprise SSO, SCIM provisioning, conditional access via the same identity provider.
Need 4 · Compliance automation
Auto-route findings to GRC + ITSM platforms; align audit evidence with existing controls.
Need 5
Key Wedge
AI + analytics depth
Apply enterprise AI (Copilot, Einstein, Now Assist) directly to SafetyCulture data, without an extra integration team.
×
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03 · Partner Strategy
· Alex A_ICP · ICP 2 of 3
ICP 2 · Tier-1 GSI partners.
Tier-1 advisory + implementation firms (Accenture / Deloitte / PwC / KPMG). Five customer needs the partner motion must deliver — one is the key wedge.
Partner profile
Tier-1 GSI partners
Tier-1 advisory + implementation firms (Accenture / Deloitte / PwC / KPMG).
Lead partners
Accenture Deloitte PwC KPMG
SafetyCulture customer ICP
Verticals: Construction · Manufacturing · Healthcare · Mining · Hospitality · Retail
Size: SMB to Enterprise (frontline-led) · ACV: $10K–$250K mid-segment
Need 1 · Implementation capacity
Tier-1 GSI delivery muscle for enterprise rollouts SafetyCulture cannot service direct.
Need 2 · Vertical depth
Industry practice depth across resources, healthcare, consumer for safety transformation.
Need 3 · Change management
Org-wide adoption frameworks for safety culture transformation alongside the platform deployment.
Need 4 · Boardroom credibility
Tier-1 advisor signature unlocks the CFO + audit committee buyer in regulated industries.
Need 5
Key Wedge
Geographic expansion
Unblock international enterprise expansion (EMEA, AMER) through the GSIs' on-ground delivery capacity outside ANZ.
×
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03 · Partner Strategy
· Alex A_ICP · ICP 3 of 3
ICP 3 · Hyperscaler alliance partners.
Cloud + AI platform alliances (Microsoft Azure / AWS / SAP). Five customer needs the partner motion must deliver — one is the key wedge.
Partner profile
Hyperscaler alliance partners
Cloud + AI platform alliances (Microsoft Azure / AWS / SAP).
Lead partners
Microsoft Azure AWS SAP
SafetyCulture customer ICP
Verticals: Construction · Manufacturing · Healthcare · Mining · Hospitality · Retail
Size: SMB to Enterprise (frontline-led) · ACV: $10K–$250K mid-segment
Need 1 · Procurement velocity
Hyperscaler marketplace co-sell compresses enterprise procurement cycles from 12 weeks to 2.
Need 2 · Enterprise reference architecture
Joint reference architectures for industrial IoT, EHS, and regulated workloads on the customer's chosen cloud.
Need 3 · AI-native roadmap
Copilot for Frontline Workers + Bedrock + S/4HANA integration — co-built AI capabilities embedded in inspections.
Need 4 · Co-sell pipeline
Joint named-account targeting through Azure ISV / AWS Co-Sell / SAP ISA programmes.
Need 5
Key Wedge
Defensible moat
Anchor on a hyperscaler's industry-vertical AI strategy. Competitors cannot rebuild SafetyCulture-native AI inside the customer's chosen cloud.
×
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03 · Partner Strategy
· Alex A5 · Selected partner types
We want to focus on these partner types.
The 8 canonical partner categories from the Ecosystem Worksheet. Top 3 (Technology, Strategic, Channel) carry the strategic load — bordered in emerald. Each card names lead partners from the platform seed.
Technology · ISVs
Enterprise Productivity Platforms
Native integrations + enterprise SaaS stacks. Largest single-category strategic fit.
MicrosoftSalesforceWorkdayServiceNowSlack
Strategic · Hyperscalers
Hyperscaler Alliances
Marketplace co-sell + AI-native joint motion. Procurement 12 → 2 weeks.
MicrosoftAWSSAPOracle
Channel · GSIs
Tier-1 GSIs
Implementation + change-management muscle. Boardroom credibility.
AccentureDeloittePwCKPMGEY
Referral
Industry Referrers + Advocates
Advisory + audit firms drive default-tool inbound when attribution is in place.
MarshAonBureau VeritasDNV
Reseller
Regional Distributors + VARs
International SMB delivery capacity. Margin-led, volume-driven motion.
DatacomCognizantInfosysWipro
Marketplace
Marketplace Listings
AppSource + AppExchange tier upgrades unlock procurement velocity.
M'soft AppSourceSF AppExchangeAWS MktplaceGCP Mktplace
OEM · Embedded
Industrial IoT + Embedded
Sensor + telematics OEMs feed data into inspections. Long contracts, highest LTV.
HoneywellSamsaraBoschSiemens
Affiliate
Trade Media Affiliates
Trade publications + content affiliates. Lower priority but durable brand reach.
ForbesReutersBloomberg
×
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03 · Partner Strategy
· Alex A2 · Ecosystem Prioritisation Map
Partnership focus · three priority categories.
Radial ecosystem canvas — 36 named partners across 8 categories. Priority categories (Technology, Strategic, Channel) inherited from Sam's Ecosystem Worksheet, highlighted in HockeyStick dark green.
Ecosystem prioritisation map
Technology · ISVs
Priority 01
Native integrations + enterprise SaaS stacks. Compounds with NPS & word-of-mouth.
Microsoft Salesforce Workday ServiceNow Slack
Strategic · Hyperscalers
Priority 02
Marketplace co-sell + private offers. Procurement 12 → 2 weeks. Boardroom credibility.
Microsoft AWS SAP Oracle
Channel · GSIs
Priority 03
Tier-1 GSI muscle. Boardroom credibility. Joint enterprise plays across resources, healthcare, consumer.
Accenture Deloitte PwC KPMG EY
Activation sequence
Q1: Microsoft + AWS · Q2: Salesforce, ServiceNow, Workday · Q3+: GSI tier rolls · FY27: Marketplace volume + ERP deepening.
×
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Section 04
04
Business Case.
Board pack · SafetyCulture · June 2026
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04 · Business Case
· Riley R2 · 2026 GTM Channels
2026 GTM Channels · funnel target per growth lever.
Leads, trials, and revenue mix targets across four channels. Partner-led is the compounding lever once activated and the one that moves SafetyCulture from 12% to the 25% partner-sourced target.
Product-led growth
Self-serve trials convert to small-team purchases. Compounds with NPS and word-of-mouth.
Leads12.0k
% Trials18%
% Revenue10%
Self-serve · Bottoms-up · WOM
Marketing led
Content, paid, and events fill the sales pipeline with qualified opportunities.
Leads8.0k
% Trials35%
% Revenue20%
Content · Paid · Events · ABM
Sales led · outbound
Direct outbound into named enterprise accounts. Vertical-led campaigns.
Leads1.5k
% Trials22%
% Revenue40%
Outbound · ABM · Vertical
Partner led ★
Partners source and deliver. The compounding lever once activated. Targets the Crossbeam top-Q benchmark.
Leads3.5k
% Trials25%
% Revenue30%
ISVs · Hyperscalers · GSIs
Revenue mix · 100% · FY26 target
10%
20%
40%
30% ★
PLG · self-serve
Marketing · paid + content
Sales · outbound + ABM
Partner · ISV · Hyperscaler · GSI ★
Partner-led build · 30% revenue mix · broken down by category
Source · Riley R2 partner-led bottoms-up
Technology · ISVs
45% / 30%
Microsoft, Salesforce, Workday, ServiceNow · trial / revenue share
Strategic · Hyperscalers
35% / 25%
AWS, SAP, Oracle · trial / revenue share
Channel · GSIs
20% / 18%
Accenture, Deloitte, PwC · trial / revenue share
×
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04 · Business Case
· Riley R4 · Bottoms-Up Partnership Model
North Star Objective · Partnership revenue
$19.7M gross deal value
579 client activations · 205.7 active partners · HSA revenue $3.2M
APAC
$6.6M
34%
EMEA
$3.7M
19%
Americas
$7.5M
38%
Emerging
$1.9M
10%
Partners targeted (FY)
428
Funnel start across all categories
Active partners
205.7
Partners targeted × Activation conv %
Client activations
579
Active partners × Clients/partner/yr
Gross deal value
$19.7M
Client activations × ACV · HSA revenue $3.2M
#1 OEM
$3.8M
19% · 23 acts
#2 Reseller
$3.3M
17% · 81 acts
#3 Channel
$2.6M
13% · 54 acts
#4 Mktplace
$2.4M
12% · 97 acts
#5 Tech
$2.4M
12% · 44 acts
#6 Strategic
$2.3M
11% · 15 acts
#7 Referral
$1.7M
9% · 114 acts
#8 Affiliate
$1.2M
6% · 151 acts
Top 3 categories
$9.7M
158 clients · 49%
+
Remaining 5
$10.0M
421 clients · 51%
=
North Star
$19.7M
579 clients · 100%
×
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Section 05
05
Crawl, Walk,
Run Strategy.
Board pack · SafetyCulture · June 2026
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05 · Crawl, Walk, Run Strategy
· Riley R5 · Starred Workstreams
Four key workstreams to make this partnership program a success.
Starred workstreams from Riley R5 — the highest-leverage actions across the 90-day window that compound into the 18-month 25% partner-sourced target.
WS-01
★
Effort · HighROI · High
Stand up the partnerships function
Name a Head of Partnerships reporting into Revenue. Stand up the RevOps embed for partner attribution. Set fortnightly executive partnership review cadence.
Owner
Alex Chen · CRO
Window
Day 0 → Day 28
WS-02
★
Effort · HighROI · High
Activate top 12 priority partners
Per-partner activation kit across Q1/Q2: champion, contract paper, joint motion, T+30/T+90 success criteria. Scope: Microsoft, AWS, Salesforce, Workday, ServiceNow, Accenture, Deloitte, PwC + 4 more.
Owner
Priya Singh · Head of Partnerships
Window
Day 28 → Day 75
WS-03
★
Effort · MedROI · High
Lock executive alignment + targets
Run the workshop with the executive sponsor and lock the 12 / 24-month partner-sourced targets (25% / 34%). Fortnightly partnership review cadence with the CRO.
Owner
Alex Chen · CRO
Window
Day 0 → Day 14
WS-08
★
Effort · MedROI · High
Bottoms-up model + Crawl/Walk/Run cadence
Build the Bottoms-Up Partnership Model (8 categories × 4 regions). Run the Crawl / Walk / Run review with the executive sponsor every 90 days. Reconciles top-down vs bottoms-up.
Owner
Priya Singh + Alex Chen
Window
Day 20 → ongoing
×
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06 · 30-60-90 Day Plan
· 30-60-90 + Key Areas of Focus timeline
The exact steps to make this partner program a success.
Days 1-15
Orientation
  • Meet stakeholders + sponsors
  • Review partnerships + metrics
  • Product immersion + positioning
  • Map partners · ICP scoring
Days 16-35
Vision + Strategy
  • Competitive partnership analysis
  • SWOT + partner segmentation
  • Define objectives aligned to co.
  • Lock 12/24-month targets
Days 36-60
Strategic Planning
  • Top 5 quick-win activations
  • 6 + 12-month partnership roadmap
  • Internal + external comms plan
  • Align Sales/Mktg/CS on KPIs
Days 61-90
Execute + Optimise
  • Roll out quick wins · top 5 partners
  • Performance measurement + optim.
  • Quarterly review cadence (QBR)
  • Education + training for the team
Key Areas of Focus · Timeline · 24 months
Q1
Q2
Q3
Q4 · FY26
Q1 FY27
Q2 FY27
H2 FY27
FY28
WS-01 ★ Function
JD signed
WS-02 ★ Top 12 partners
Top 12 named · Q2 wave
WS-03 ★ Exec alignment
Sponsor wkshp
QBR · target lock
WS-04 CRM/PRM + attrib
ARR reconcile
CRM/PRM live · attribution
WS-06 Mktg + journey
10 motions ranked · 5 piloted
WS-07 Public launch
Programme launch
Global playbook
Playbook v1 · ANZ → EMEA → AMER
WS-08 ★ Bottoms-up + CWR
Model live
30%+ sourced
High priority
Medium priority
Low priority
★ = starred · Key Areas of Focus
×
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