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 · Cohort · Categories · 3 ICPs · Map
04
Business Case
GTM channels · Bottoms-up model
05
Crawl, Walk, Run
4 starred workstreams
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.
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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.
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Section 03
03
Partner Strategy.
Board pack · SafetyCulture · June 2026
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03 · Partner Strategy
· 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
· 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
· Strategy Pyramid
Vision · Play · Win · Capabilities · Systems.
SafetyCulture's partnership strategy on one page. Five strategy questions that frame the partnership programme on one page.
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.
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.
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.
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.
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.
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03 · Partner Strategy
· Customer Impact
Win rate against benchmark, deal size, and adoption.
Cohort evidence on contested opportunities. Three metrics move when a partner is in the deal: close rate, contract value at signature, and adoption after onboarding.
Win rate
Share of qualified opportunities that close.
22%
Direct
38%
With partner
41%
Benchmark
Gap to benchmark: +19pp
Average deal size
Average annual contract value per closed deal.
$28K
Direct
$46K
With partner
Lift: +64%
Weekly active users
Adoption multiple. Average users per account relative to a no-partner baseline of 1×.
1.6×
Direct
2.8×
With partner
Lift: +75%
Annual missed revenue · The commercial hook
$1.7M left on the table
Closing the gap from a 22% direct win rate to the 41% partner benchmark, applied to annual qualified opportunity volume and average annual contract value.
Inputs
Benchmark gap19pp
Annual contract value$28.0K
Annual opportunities320
Formula: (benchmark − direct) × annual contract value × annual opportunities.
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03 · Partner Strategy
· 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
Stage 03
Focus
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
· Partner ICP 1 of 3
Microsoft · Technology · ISVs.
Workshop-tuned scoring across the canonical 4 C's framework. Customer is weighted 40%. Strategic Importance overlay decides the activation pace.
Partner profile
Microsoft
Enterprise productivity, Azure cloud, Copilot AI, Power Platform. Default SaaS stack across construction, manufacturing, healthcare.
Strategic importance
High
ICP decision
Activate
Capacity
4/5
Global delivery capacity, AppSource + Azure marketplace ready, dedicated ISV co-sell desk for enterprise accounts.
Capability
5/5
Teams, SharePoint, Power BI, Copilot, Graph API. Native integration surface area unmatched by any peer.
Commitment
3/5
No formal joint motion today. Existing ISV co-sell relationship sits at marketplace listing tier; needs upgrade to private offers + named exec sponsor.
40% weight
Customer
4/5
High shared-customer overlap. SafetyCulture's frontline enterprise base sits inside Microsoft's installed footprint across construction + manufacturing.
Shared customers value
Crossbeam-style overlap analysis
3/5
SOM size
Reachable enterprise ICP volume
4/5
Composite ICP score
Customer-weighted (40%)
4.0/5
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03 · Partner Strategy
· Partner ICP 2 of 3
AWS · Strategic · Hyperscalers.
Workshop-tuned scoring across the canonical 4 C's framework. Customer is weighted 40%. Strategic Importance overlay decides the activation pace.
Partner profile
AWS
Cloud infrastructure, AWS Marketplace, Bedrock AI, AWS Partner Network. AWS-billed consumption drives enterprise procurement velocity.
Strategic importance
High
ICP decision
Activate
Capacity
5/5
AWS Marketplace + Co-Sell programmes. APN ISV path with named Solution Architect support across all key regions.
Capability
4/5
Bedrock + S3 + IoT Core. Strong industrial IoT primitives and AI/ML stack. Less native frontline-app surface than Microsoft.
Commitment
3/5
Listed on AWS Marketplace but no AWS-tier or Strategic Collaboration Agreement. Co-marketing programme to be defined.
40% weight
Customer
4/5
SafetyCulture's largest enterprise customers are AWS-anchored. Joint pipeline opportunity in mining + manufacturing verticals.
Shared customers value
Crossbeam-style overlap analysis
3/5
SOM size
Reachable enterprise ICP volume
5/5
Composite ICP score
Customer-weighted (40%)
4.0/5
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03 · Partner Strategy
· Partner ICP 3 of 3
Accenture · Channel · GSIs.
Workshop-tuned scoring across the canonical 4 C's framework. Customer is weighted 40%. Strategic Importance overlay decides the activation pace.
Partner profile
Accenture
Tier-1 GSI delivery + change-management muscle. Vertical practices in resources, healthcare, consumer. Anchor for international enterprise expansion.
Strategic importance
High
ICP decision
Activate
Capacity
5/5
700k+ consultants globally, deep mining + manufacturing + healthcare benches. Delivery capacity SafetyCulture cannot match direct.
Capability
4/5
EHS + safety transformation practice. Change-management methodology aligns with SafetyCulture's frontline adoption model.
Commitment
4/5
Active strategic conversation. Joint POCs in flight; Tier-1 partner agreement target close in Q2.
40% weight
Customer
5/5
Every Tier-1 SafetyCulture enterprise prospect has an existing Accenture relationship. Highest shared-customer overlap of any partner.
Shared customers value
Crossbeam-style overlap analysis
5/5
SOM size
Reachable enterprise ICP volume
4/5
Composite ICP score
Customer-weighted (40%)
4.6/5
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03 · Partner Strategy
· Ecosystem Prioritisation Map
Partnership focus · three priority categories.
Radial ecosystem canvas with 36 named partners across 8 categories. The three priority categories (Technology, Strategic, Channel) carry the load and are highlighted in dark green.
Ecosystem prioritisation map
1
Technology · ISVs
Microsoft · Salesforce · Workday · ServiceNow · Slack
2
Strategic · Hyperscalers
Microsoft · AWS · SAP · Oracle
3
Channel · GSIs
Accenture · Deloitte · PwC · KPMG · EY
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Section 04
04
Business Case.
Board pack · SafetyCulture · June 2026
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04 · Business Case
· 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
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
· Bottoms-Up Partnership Model
Bottoms-up partnership model · each layer ladders up.
Built from the partner pool up to the north-star revenue. Layers multiply through one another; each yields the next.
Layer 4 · North Star
$19.7M
gross deal value · HSA revenue $3.2M
× ACV
Layer 3 · Client activations
579
accounts activated through partners (FY)
× clients per partner per year
Layer 2 · Active partners
205.7
partners contributing to pipeline this year
× activation conversion %
Layer 1 · Partner pool
428
partners targeted across 8 categories × 4 regions
APAC
$6.6M
EMEA
$3.7M
Americas
$7.5M
Emerging
$1.9M
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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
· Starred Workstreams
Four key workstreams to make this partnership program a success.
The highest-leverage workstreams across the first 90 days. Each compounds 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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05 · Crawl, Walk, Run Strategy
· Crawl · Walk · Run
Crawl · Walk · Run Strategy.
Phasing the path forward. The partnership plan bucketed by due date into Crawl (Days 1-90), Walk (Days 90-180) and Run (Days 180+). Crawl lays the foundation, Walk builds the partner motion, Run scales the programme.
Crawl
Days 1-90
  • Run the workshop and lock 12 / 24-month targets
  • Reconcile partner-sourced ARR target (<5% variance)
  • Stand up the partnerships function with a named owner
  • Land the top 3 priority categories as Year-1 commitments
  • Run partner-program qualification on the top 12 (4-C + customer gate)
  • Migrate to canonical 4-C ICP scoring across all recommended partners
  • Ship the executive scorecard + cadence (weekly · monthly · QBR)
  • Build the partner-facing value proposition
  • Define partner expectations · behavioural · commercial · cultural
  • Close the integration-readiness blockers
  • Build the Bottoms-Up Partnership Model (8 cats × 4 regions)
  • Wire inputs → outputs and prove the measurement loop
  • Activate top 12 priority partners across Q1/Q2 with named owners
  • Run the Crawl / Walk / Run review every 90 days
Walk
Days 90-180
  • Map second-degree partners and name intersections to drive co-activation
  • Build the Non-Financial Partner Marketing programme (10 motions, ranked)
  • Lock partner expectations across the 5 customer-journey stages
  • Stand up CRM/PRM with partner-attribution fields + workflows
  • Launch the partner programme publicly (collateral + comms + portal)
  • Hit 12% partner-sourced of new ARR by T+180
Run
Days 180+
  • Scale the programme. Move from 12% partner-sourced (T+180) toward the 25% 18-month target and the 34% Year-2 aspiration anchored on hyperscaler co-sell, Tier-1 GSI delivery and embedded ISVs.
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06 · Key Areas of Focus
· 24-Month Timeline
Key areas of focus · 24-month timeline.
Starred workstreams plotted across the next 24 months by due date. High-priority milestones in red, medium in amber, sustained outcomes in emerald.
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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