Potential Revenue

Identify and prioritize partners with the strongest potential to influence your pipeline.

Lauren Rosenfeld avatar
Written by Lauren Rosenfeld
Updated over a week ago

Use Potential Revenue to put a dollar amount to your overlaps. This will help you prioritize and invest in partners with the highest potential to influence revenue.

In this article:

✍️ Note

Potential Revenue is only available on Connector plan and Supernode plan. The Explorer Plan is View Only. To upgrade your account, visit the Plan & Billing page.

Interested in a self-guided tour of Potential Revenue?

Click here to see this feature in action.

How to Get Started

Click on the Partners icon to open the My Partner workspace to see a comprehensive list of your partners, highlighting key partner information for Populations, Overlaps, Potential Revenue, Tags, and Partnership start dates.

From the partner table, click directly on a Partner name to open the Partner Detail Page.

Partner Detail Page

At the top of your Partner Detail Page, you'll notice a partnership summary featuring three metrics:

  • Total Overlaps: the number of overlaps between you and your partners across all populations

  • Potential Revenue: the total dollar amount of your open opportunities that overlap with your partner’s accounts. This helps you understand how much potential revenue your partner can influence.

  • Total Attributed: the amount of total sourced and attributed per partner

    • hover over Total Attributed and click View in Attribution to be redirected to the Attribution workspace to learn more

✍️ Note

Potential Revenue is determined by adding up the combined opportunity values from overlapping populations. It's important to note that this isn't a straightforward sum of all the one-to-one population comparisons in the Account Mapping Matrix, as doing so would lead to double-counting of accounts.

Account Mapping Matrix

Your Account Mapping Matrix includes two views:

  • Total Overlaps: a breakdown of overlaps between your populations and your partner's populations

  • Potential Revenue: the dollar amount of your open opportunities that overlap with your partner's accounts

Click into each square of the Matrix to be taken to a report where you can drill deeper into your opportunity data. Use the data to assess potential tech partners, prioritize efforts on key collaborations, and obtain leadership approval for investing in targeted partnerships.


To see Potential Revenue in the Account Mapping Matrix, you much have the following:

  • CRM connected as data source and be syncing opportunity fields: amount and opportunity/deal stage

  • You must be sharing overlap counts for at least one population

  • At least one of your partner’s Populations needs to be sharing data with you

Configure Potential Revenue

Configure Potential Revenue by clicking on the Potential Revenue Gear icon located on the left column under the partner overview section on the Partner Detail Page, or click the Settings icon from the navigation menu. On the Revenue Setting workspace, Crossbeam has set the default to the open opportunity object in the CRM amount field to calculate Potential Revenue. If you wish to use a different opportunity object, you can select from the fields in the dropdown under CRM Amount Field.

After you've made your changes, save this setting and wait a few minutes for the calculations to update. Return to the Partner Detail Page to see the updated amount.

Configure Potential Revenue Populations

The total Potential Revenue figure for each partner, and its related Account Mapping Matrix breakdown, can be configured globally from your Settings page.

Populations you can select or deselect include:

Your Populations

  • Your Customers

  • Your Open Opportunities

  • Your Prospects

  • All Custom Populations

Partner Populations (Note: This will apply globally to all of your partners.)

  • Partner Customers

  • Partner Open Opportunities

  • Partner Prospects

  • All Custom Populations

✍️ Note

It may take a few minutes once the Population configuration settings have been updated and saved for the Potential Revenue numbers to reflect these changes.

Use Cases

Use Potential Revenue to:

  • Vet a new partner by the dollar value of your overlaps:

    • Your Customers <> Partner's Customers: Evaluate upgrade revenue potential for existing customers or revenue from renewals.

    • Your Open Opportunities <> Partner's Customers: Get intel from your partner into the buying and procurement process, learn about key decision makers, or get your partner to put in a good word for you.

    • Your Customers <> Partner's Open Opportunities: Boost reciprocity by assisting your partner with their deals. This is your chance to share intel into the buying process at the account or help your partner navigate hurdles in their sales cycle.

    • Your Open Opportunities <> Partner's Open Opportunities: Revenue in this box might indicate co-selling potential if you and your partner are actively working the same accounts.

  • Know which partners you should focus on and determine which ones to devote extra marketing, sales, and enablement resources toward.

  • Gain your leadership team’s buy in to invest in resources, support, and headcount to develop specific partnerships.

  • Get an instant ROI analysis on partners that’s backed by data (and dollars).


If I’m using a CSV file or a Google Sheet as a data source, will Potential Revenue data still populate in my Account Mapping Matrix with a partner?

No, you must be syncing opportunity stage and amount from a CRM data source. To get connected to a CRM data source, check out our articles on Managing your Salesforce Connection and Managing your HubSpot Connection.

How is the Potential Revenue number calculated?

The Potential Revenue numbers in the Account Mapping Matrix are the sum of the open opportunity amount values in each population. The total Potential Revenue number is not a perfect sum of all the 1-1 population comparisons that you see in the Account Mapping Matrix because some opportunities could exist across multiple populations.

Why am I not seeing the Potential Revenue summary or metrics in the Account Mapping Matrix?

  • Your data source isn’t a CRM, or you’re not syncing opportunity data. In order to display potential revenue amounts, you must be syncing opportunity data from your CRM, including opportunity amount and opportunity deal/stage.

  • You’re not sharing overlap counts for at least one population.

  • Your Partner isn’t sharing data with you. At least one of your partner’s populations needs to be sharing data with you

  • You’re not on a paid plan. You must be on a Connector or Supernode pricing plan to see a breakdown of your potential revenue metrics in the Account Mapping Matrix and to build opportunity reports. If you are on a free plan (Explorer) and would like to use all of this feature, simply visit your billing page and upgrade.

What if my company uses a different field instead of Open Opportunity Amount?

By default, we will use the open opportunity amount field to calculate potential revenue. If you wish to use a different opportunity field, you can select the field on the Settings page. If you do not see the field you wish to use for Potential Revenue, it's because you are not currently syncing that specific field into Crossbeam. You can add additional fields through the Potential Revenue field dropdown.

Does the Account Mapping Matrix display Potential Revenue for custom populations?

Yes. With a paid account, you can choose which populations of yours - and your partners' (globally) - that you want to see included in the Account Mapping Matrix view of Potential Revenue. If you are on a free plan (Explorer) and would like to use all of this feature, simply visit your billing page and upgrade.

Which opportunities are included in the Potential Revenue calculation?

Any deal where the sales stage does not include the (case-insensitive) substring "closed" and the deal amount is positive (greater than 0) is an open deal that we count for potential revenue.

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