5 Questions Explored in Our Latest Research
The partner ecosystem is evolving rapidly, and our latest research highlights a critical shift: vendors are laser-focused on sales-driven partnerships. But is this approach sustainable?
In our recent webinar, we explored five key data points from our updated benchmark study, featuring insights from over 150 technology vendors. If you missed it, here are the highlights – and a few questions to ponder – as you refine your partner programs. Look for our advice in addressing these questions in our latest report, 5 Healthier Partner Program Habits for 2025.
The Underlying Challenge: Sales Pressure is Rising
It’s no secret that 2024 has been economically turbulent, with global markets under-performing expectations. This instability has sent ripples through the partner ecosystem, with many vendors reevaluating their partnering strategies. Some have even pulled back from partnerships, leaning more heavily on direct sales. Think about the questions below as you evaluate the best approach to 2025 and, more importantly, the road to 2028 and beyond.
- Are vendors looking for the right partners?
Over 40% of vendors plan to expand their partner ecosystems with sales-driven partners. But here’s the challenge: many existing partners thrive on services, not selling. So how can vendors attract the right partners without alienating their current ecosystem? - Is deal registration the right partner ecosystem success metric?
Revenue transacted has long been the go-to measure of partner success. But what about partners who influence deals, drive adoption, or ensure long-term success? 30% of vendors report that over half of their revenue comes from partner transactions – yet they may be missing the bigger picture. - Where should vendors support partners in the sales cycle?
Vendors now expect partners to play a bigger role in discovery and proof of concept, with 55% prioritizing this over everything else. But are partners equipped to take on these responsibilities? And more importantly, are vendors giving them the right tools to succeed? - Is partner enablement too focused on sales?
Selling better. Pre-sales training. Expanding reach. These are the top three enablement priorities for 2025 – but are they what customers actually want? Only 20% of vendors are prioritizing industry-specific solutions, despite growing demand for tailored approaches. - Are vendors missing key metrics for services partners?
46% of vendors define a great partner by year-over-year sales growth, but this ignores service-driven partners who generate revenue in different ways. What if vendors redefined success to match the diverse business models within their ecosystem?
So, what do you do?
The push for partner-driven sales is undeniable – but is it the only path forward? Instead of forcing partners into sales-heavy roles, vendors should consider a broader, more strategic approach to measuring value.
Our latest research report, packed with deeper insights and strategic recommendations on “healthier habits,” drops later this week. Take a look and contact us if you have more questions. Plus, we’re dedicating a full report to the following topics and their data throughout the year: partnering structures and frameworks, engaging partners, empowering partners and evolving partners.
Amanda Hawkins is responsible for those marketing emails you get from PartnerPath and edits and designs our fantastic reports written by Diane Krakora. Have you taken a look at our archive of past research? Don't miss more great content in the Resource Center.
