Go-to-market (GTM) strategies are changing fast. Businesses, especially in the B2B and SaaS space, are starting to rely more on channel partners to expand reach and scale faster. But not every channel strategy delivers results. Some are wildly successful, others flop. So, what makes the difference?
1. 74% of high-growth tech companies use channel partners as part of their GTM strategy
Why high-growth tech firms rely on partners
When you look at today’s fast-growing tech firms, one thing stands out—most of them don’t go to market alone. They bring in partners to help sell, implement, and support their solutions. Channel partners let these companies scale quickly without hiring huge sales teams or building local offices.
Using channel partners gives them access to markets they would otherwise struggle to break into. A partner already has customer relationships, brand trust, and local expertise. This makes the buying process smoother and faster.
How this model enables faster growth
The real magic happens when companies use partners not just as a “sales arm” but as a true extension of their business. That means:
- Sharing go-to-market plans
- Co-developing marketing campaigns
- Aligning on customer value
The result? You get much faster market penetration. If your competitors are relying only on direct sales, a channel model can put you ahead in terms of market share and revenue speed.
What to do if you’re not using partners yet
Start by identifying regions or customer segments where your direct sales team is weak. These are usually the best areas to test out a partner-based model. Reach out to local resellers, consultants, or service providers who already sell to your ideal customers.
Next, make the partner onboarding experience easy. Provide clear value—don’t just ask them to resell. Help them grow their business too. Offer co-branded marketing, shared leads, and a simple way to get started.
2. Companies with mature partner programs generate 1.5x more revenue from indirect channels
What a mature partner program looks like
A mature partner program isn’t just a list of resellers. It’s a well-structured, well-supported system that treats partners like internal teams. It has clear rules, strong incentives, and reliable support systems.
These programs:
- Offer tiered rewards for top performers
- Provide sales and product training
- Automate deal registration and tracking
- Share marketing assets and co-funding
When you build such a program, partners are more loyal, better trained, and more invested in your success.
The revenue impact of going indirect
Most businesses think revenue growth means hiring more salespeople. But mature channel programs prove otherwise. A strong partner ecosystem can generate 1.5x the revenue compared to direct-only models. That’s because you get multiple sellers working your deals, not just one internal rep.
Also, partners often sell to smaller accounts or niche markets that your team may overlook. This helps capture more total revenue.
How to level up your own program
Start by evaluating how you currently support your partners. Are they treated as key contributors or an afterthought? Do they have access to resources, training, and tools?
Invest in a partner portal where they can find everything they need. Assign a channel manager to help partners close more deals. And most importantly, make it easy for them to make money. If they grow, so do you.
3. 65% of B2B organizations report that at least 25% of their revenue comes from channel sales
Why B2B firms lean on channel partners
In the B2B space, customer acquisition often depends on trust and reputation. Channel partners, especially those who have long-standing relationships with customers, can introduce your brand in a trusted context. That alone can shorten sales cycles.
These organizations have realized that selling directly to every account just isn’t realistic. With limited sales resources and growing competition, partnering is often the most scalable route.
What this stat means for your business
If a quarter of your revenue isn’t yet coming from partners, you might be leaving money on the table. Many firms that haven’t built a channel yet think they’re too early-stage or not big enough. But often, that’s exactly when they should start. A channel can give you more coverage without expanding payroll.
Also, customers increasingly expect vendors to work with trusted local providers. A strong channel presence helps you meet that expectation while increasing deal velocity.
Building a revenue-generating channel from scratch
If you’re starting from zero, focus on three things: partner value, enablement, and trust. Your offer needs to be easy for partners to sell, with clear margins and minimal risk.
Create a simple onboarding package. Include:
- Sales playbooks
- Case studies
- Product demos
- Email templates
And set up monthly touchpoints so they feel supported, not forgotten. Over time, this investment in your partner relationships will turn into reliable revenue streams.
4. Partner-led GTM strategies reduce customer acquisition costs by an average of 30%
How partners make your GTM model more efficient
Customer acquisition is expensive. You spend money on ads, outreach, demos, and more. And if your internal team is doing it all, those costs stack up quickly. But when you bring in channel partners, those costs drop.
Partners already have access to your ideal customers. They’ve built the trust. They’ve done the hard work of nurturing relationships. So, when they bring you into the conversation, you skip steps—and cut spending.
That’s how partner-led GTM models reduce your acquisition costs by up to 30%. You get a shorter sales cycle and fewer touchpoints needed to close deals.
Why cost efficiency matters now more than ever
In today’s market, every business is watching the bottom line. Even companies with solid revenue growth want to reduce their CAC to improve margins and stay resilient. A lower CAC also means you can afford to reinvest more aggressively in product, marketing, or further channel expansion.
Plus, when you prove that your channel partners can bring in customers more cheaply than your direct sales team, it becomes easier to scale profitably.
How to reduce CAC with the right partner setup
To truly lower your acquisition cost, you need the right kind of partners—not just anyone willing to sign up. Look for partners who already serve your customer profile. That might include:
- MSPs with industry-specific reach
- Consultants with influence in buying decisions
- VARs with wide regional distribution
Next, support them with tools that reduce their own sales burden—automated lead generation, ready-to-send messaging, and on-demand demos. This lets them close deals faster, which helps you save even more on CAC.
5. Channel partners contribute to 49% of enterprise software sales globally
Why the enterprise software world leans on channels
Enterprise software deals are large, complex, and time-consuming. Decision-makers are cautious, and the sales cycle is long. That’s why the majority of these deals—nearly half—are closed through channel partners.
Partners help navigate complexity. They often already serve the target enterprise as a service provider or consultant. They understand internal politics and procurement processes. That knowledge is gold.
In many cases, the software vendor is almost invisible during the deal. The partner manages the relationship, sells the solution, and even handles onboarding.
What this stat means for your enterprise strategy
If you’re selling to large organizations—or planning to—your channel strategy is not optional. Without it, you’re missing a huge piece of the pie. Enterprise buyers tend to prefer solutions offered through their trusted partners.
In fact, not being available through a partner can be a deal-breaker for many enterprises, especially when procurement rules require dealing with pre-approved vendors.
Making your offer partner-friendly for enterprise deals
To attract the right partners in enterprise sales, make sure your product and your partner terms are both enterprise-ready.
This includes:
- Robust documentation and compliance support
- Flexible pricing that works with enterprise budgets
- White-label or co-branded options if needed
- SLAs and support commitments that partners can trust
Also, provide sales engineers or technical support teams that partners can rely on during long enterprise cycles. The better equipped they are, the more confident they’ll be in leading those big-ticket deals.
6. 67% of organizations cite increased market reach as the top benefit of partner GTM models
Partners give you access to new markets, fast
One of the hardest things in business is getting into a new market—especially one that’s outside your core geography or customer segment. That’s where channel partners shine. They already operate in those spaces. They speak the language. They understand the culture. And they have credibility.
That’s why two-thirds of organizations using partners say market reach is the biggest benefit. With the right channel, you can instantly break into markets that would take years to enter on your own.
How broader reach helps with long-term growth
Increased market reach isn’t just about short-term sales. It sets you up for long-term dominance. When you’re in more places—physically or digitally—you collect more customer feedback, spot more trends, and build a more resilient revenue base.
Instead of relying on a few core regions or segments, you’re spread across multiple zones. This diversification can protect you during downturns in specific industries or regions.
How to unlock market expansion through partners
To do this right, you’ll need to carefully match partners with your growth goals. Start by mapping the regions or sectors you want to enter. Then, identify local players already operating successfully in those spaces.
Once you have a partner onboard, don’t just hand them a brochure and hope for sales. Work with them on go-to-market messaging that fits their local audience. Provide region-specific pricing if needed. And be open to tweaking your offer based on their feedback.
A successful partnership for market expansion isn’t transactional—it’s strategic. It requires shared goals and mutual growth. Get that right, and you’ll reach places faster and more efficiently than your competitors.
7. 58% of channel programs fail due to lack of partner enablement and support
Why partner enablement is often overlooked—and why that’s a mistake
It’s easy to get excited about signing up new partners. But too often, companies treat partner recruitment like a finish line instead of a starting point. That’s one of the biggest reasons channel programs fail.
More than half of all partner programs fail because the partners don’t get the tools, training, or support they need to sell effectively. These partners get frustrated, confused, or disengaged—and they stop selling.
Enablement isn’t a nice-to-have. It’s the lifeline of your channel. Without it, even the most enthusiastic partner won’t perform.
What proper partner enablement looks like
Enabling partners means giving them everything they need to be successful. That starts with clear onboarding. Partners should know:
- How to position your product
- How to talk about your value
- How to access sales tools
- How to get help quickly
It also includes product training, co-selling assistance, access to demo environments, and frequent communication.
Remember, your partners are not employees. They have other products and vendors to think about. If you don’t make it easy for them to succeed, they’ll move on.
How to fix enablement gaps in your GTM model
If you already have a partner program but aren’t seeing results, audit your enablement. Reach out to inactive partners and ask why they’re not selling. You’ll likely hear the same themes—lack of materials, lack of responsiveness, unclear processes.
Fix these fast. Create a single, easy-to-navigate portal where partners can get what they need. Run webinars to walk them through sales plays. Share quick-win case studies that build their confidence.
And most importantly, assign a channel manager who checks in regularly. Human support makes all the difference when a partner is stuck or needs help closing a deal.
8. 80% of SaaS companies with ARR > $10M use hybrid GTM models involving partners
What a hybrid GTM model looks like
In a hybrid model, your business uses both direct and indirect (partner-led) sales channels at the same time. It’s not one or the other—it’s both.
Direct sales teams handle high-value or strategic accounts. Partners handle regional customers, SMBs, or vertical markets. Sometimes, both teams work the same deal in a co-sell motion.
This blended model is what most successful SaaS companies with more than $10 million in annual recurring revenue use.
Why SaaS firms lean into this strategy after reaching scale
At the early stage, SaaS firms often rely on direct sales. It gives them control, speed, and immediate feedback. But as they scale, growth slows without help.
That’s when partners come in. With a hybrid model, companies get the best of both worlds:
- Control and insight from their own sales teams
- Scale and efficiency from partners
Partners help them break into new regions or industries, while internal reps focus on high-touch accounts. This model also allows more predictable expansion without dramatically increasing headcount.
How to make a hybrid approach work for your business
To succeed with a hybrid model, you need to define boundaries clearly. Decide who owns what type of customer. Create clear rules for lead registration and conflict resolution. Make sure your teams don’t compete with your partners—that only causes confusion and mistrust.
You’ll also need a CRM that can track both partner and direct deals. Make data visible and easy to act on. If you don’t have transparency, the hybrid model breaks down fast.
Most importantly, treat your partners like a true extension of your team. Share goals. Share pipeline updates. Loop them into product feedback. The closer you work together, the more powerful your GTM machine becomes.
9. Companies using channel automation see 32% faster onboarding of new partners
What channel automation actually means
Channel automation doesn’t mean handing everything off to a robot. It means using tools and systems that streamline manual, repetitive tasks in your partner program.
This includes things like:
- Automated onboarding workflows
- Instant deal registration
- Self-serve access to sales and marketing materials
- Trigger-based alerts for partner activity
These tools reduce friction and let your team focus on what really matters—building relationships and driving results.
Why automation speeds up onboarding
When a new partner joins your program, their first few weeks are critical. If they don’t get up to speed quickly, they’ll disengage. Manual processes slow everything down—waiting for emails, digging through docs, chasing approvals.
With automation, a partner can go from sign-up to selling in days, not weeks. They get access to everything they need without waiting on someone to respond. That’s what makes onboarding 32% faster when automation is used effectively.
How to automate your partner onboarding flow
Start by mapping your current onboarding steps. Where are the delays? What requires manual effort that could be simplified?
Then, look for a Partner Relationship Management (PRM) platform that fits your business. Good platforms offer:
- Self-serve training modules
- Document libraries
- Co-branding tools
- Deal reg and tracking
Set up a journey that guides partners step-by-step: welcome, training, first lead, first close. Celebrate small wins and track progress.
Automation doesn’t mean you lose the human touch—it just frees your team to focus on higher-value interactions that build trust and boost sales.
10. 71% of partner-driven deals close faster than direct sales deals
Why partner deals move quicker through the funnel
One of the biggest challenges in B2B sales is time. Long sales cycles delay revenue and put stress on your pipeline. But partner-driven deals are different. A large majority—71%—close faster than direct deals. That’s not a small edge. It’s a serious competitive advantage.
The reason? Trust. When a partner already has a relationship with the buyer, there’s less hesitation. The customer listens sooner, asks fewer questions, and moves faster. The partner acts as a shortcut through the usual walls of resistance and skepticism.
What faster closes mean for your business
When deals close faster, you get paid sooner. That helps your cash flow, forecasting, and ability to reinvest in growth. It also frees up your sales and channel teams to chase more opportunities instead of staying stuck in long negotiations.
Quick closes also boost partner morale. When they see results fast, they stay engaged and put more energy into selling your solution.
Tactics to help partners close deals faster
First, arm your partners with everything they need to build urgency. That includes:
- Clear ROI messaging
- Case studies specific to the buyer’s industry
- Email scripts that reduce decision fatigue
Second, create short, targeted campaigns your partners can run without heavy setup. For example, give them a “7-day close kit” that includes a value calculator, a demo link, and a follow-up plan.
Finally, help your partners identify the right buyer personas early. The faster they reach a real decision-maker, the faster the deal closes. Train them to spot signals of buying readiness, and support them with co-selling if the deal gets stuck.
11. 44% of companies say managing partner conflict is the biggest challenge in GTM execution
Why channel conflict is so common
When both your internal team and your partners go after similar deals, friction happens. If a rep and a reseller are chasing the same lead, someone’s going to feel cheated. That’s what channel conflict is, and nearly half of all companies say it’s their top challenge when running a partner GTM model.
The bigger your program gets, the more common this problem becomes. Without clear rules, deal overlap becomes a daily headache.
What conflict does to partner trust
If partners feel like you’re stealing deals or undercutting them, they’ll stop investing time in your brand. Even a single bad experience can sour the relationship. That’s why having a conflict management system in place is not just helpful—it’s essential.
On the flip side, when partners know you’ll protect their leads and treat them fairly, they’ll prioritize your solution over others.
How to reduce and resolve channel conflict
Start with clear deal registration rules. Make sure partners can claim a lead, track it, and feel confident that their work is protected.
Next, segment your target markets. Assign certain regions, industries, or customer sizes to partners and others to your direct team. This reduces overlap from the start.
Also, be transparent. When conflicts happen, don’t hide them. Set up a neutral review process to figure out who added the most value to the deal. And if needed, split the commission to keep both sides engaged.
Finally, train your internal team to respect partner boundaries. Include partner etiquette in your sales onboarding so everyone plays by the same rules.
12. 53% of partner programs include co-marketing funds to boost demand generation
Why co-marketing is a key ingredient for channel success
Partners can sell your product—but only if their customers know it exists. That’s where co-marketing comes in. You help partners run campaigns that promote your solution to their audience. And over half of all partner programs now include funds to make this happen.
These are called Market Development Funds (MDFs). When used right, they create awareness, generate leads, and build loyalty.
How co-marketing funds work in real life
You give your partner a budget or reimbursement for specific marketing activities. That could be:
- Hosting a webinar
- Running LinkedIn ads
- Creating a landing page
- Doing a local event
The key is that the funds support campaigns aligned with your brand and goals. You’re not just handing over cash—you’re helping them drive leads that turn into sales.
How to build a simple co-marketing fund model
If you’re just starting, keep it simple. Offer a fixed dollar amount per quarter for approved partners. Create a menu of pre-approved activities with estimated costs. That helps partners pick what works best for them, without lots of back and forth.
Also, make the reimbursement process fast and easy. If partners have to jump through hoops to get paid back, they’ll lose interest.
Track ROI on co-marketing campaigns by asking for simple reports: number of leads, conversions, and pipeline value. Over time, you’ll learn which activities drive results—and which partners make the most of the funding.
Use this insight to scale what works and drop what doesn’t. Co-marketing is a partnership in action—and when done right, both sides win.
13. Top-performing partner programs offer 2.3x more training resources than average ones
Why training is a difference-maker in channel performance
A partner can’t sell what they don’t understand. And yet, too many programs give partners only a product brochure and expect results. The best-performing programs go the other way. They provide deeper, richer, and more consistent training—and it shows.
Top-tier partner programs offer more than twice the amount of training materials than their average competitors. This includes sales training, technical walkthroughs, objection handling, and competitive positioning. And it all adds up to higher confidence and better results.
How training affects sales outcomes
When partners are trained well, they know how to speak your language, explain your value, and win deals. They understand who the ideal customer is, what problems your product solves, and how to respond to common pushbacks.
That confidence translates into smoother conversations, faster closes, and stronger customer satisfaction. It also reduces the number of escalations back to your internal team—saving everyone time.
How to improve your partner training resources
Start by thinking like your partner. What would they need to start selling confidently within two weeks?
Build a training journey that walks them through:
- Understanding the customer pain
- How to demo your product
- How to position against competitors
- What a great sales conversation sounds like
Use bite-sized video content, quizzes, and checklists. Make it mobile-friendly so partners can train on the go.
Also, update training often. Every product update, new feature, or pricing change should trigger a quick training refresh. Partners need to feel like your materials are always current, not outdated.
Track who completes the training. Reward completion. And if possible, certify your partners. A certified partner badge can become a mark of quality for both them and you.
14. 61% of channel partners consider lack of leads a major GTM pain point
Why lead generation is a top concern for partners
Most partners want to sell. The problem? They don’t always have the pipeline to do it. Over 60% of partners say they struggle with getting enough qualified leads.
Unlike your internal sales team, partners don’t always have big marketing budgets or lead generation tools. They may rely on referrals or repeat business. So, when you bring them into your GTM strategy, one of the most valuable things you can give them is leads.
Without leads, partners disengage. They focus on other vendors who help them fill their pipeline.
How lead scarcity slows down your partner program
If your partners aren’t closing deals, the entire GTM strategy suffers. And often, it’s not because they’re unmotivated—it’s because they’re starting from zero. Even experienced partners can’t do much without warm prospects.
When partners lack leads, they lose momentum. They stop checking in. They go silent. And eventually, they drop out of the program.
How to support partners with better lead flow
You don’t need to promise unlimited leads—but you should help partners get started. Here’s how:
- Run joint campaigns and share the leads
- Offer templates and tools for self-driven outreach
- Include co-branded landing pages with lead capture
- Allow partners to opt into your corporate webinars
If you’re using a PRM system, route MQLs to your top-performing partners. This gives them a head start and rewards those who’ve proven they can close.
Also, coach your partners on how to generate their own leads. Share strategies that have worked for your internal team—cold email sequences, ad funnels, or event playbooks.
Partners don’t expect miracles. But they do need a hand in building pipeline. Do that, and you’ll create stronger, more productive relationships.
15. Companies that invest in partner relationship management (PRM) platforms see 48% better partner retention
What a PRM platform actually does
A Partner Relationship Management (PRM) system is like a CRM—but for your channel. It’s where partners go to get training, register deals, download content, and track their performance. It centralizes everything they need to work with you.
Companies that use a PRM platform don’t just make things easier for partners. They build trust and keep those partners engaged. That’s why partner retention improves by nearly 50%.
Why retention matters so much in channel GTM
Losing a partner is more expensive than it looks. You lose the pipeline they were building, the deals they were working on, and the trust they had with customers. You also have to spend time and resources replacing them.
A strong PRM system prevents that churn. It keeps partners informed, motivated, and supported. And it gives you visibility into who’s active and who needs attention.
How to choose and use a PRM platform
You don’t need a huge budget to start. There are great PRM tools for all sizes—some even built into your existing CRM.
Look for a platform that allows you to:
- Automate onboarding workflows
- Share content and playbooks
- Manage deal registration
- Track partner engagement
Once you have the platform, make it your partner hub. Don’t scatter resources across random email threads or Google Docs. Train your partners to rely on the PRM for everything.
Also, use the data. A good PRM gives you insights into which partners are logging in, completing training, and closing deals. Use this to reward top performers and re-engage those falling behind.
A PRM platform is more than a tool—it’s the digital infrastructure of your partner GTM strategy. Invest in it early, and your partner network will grow stronger and stickier.
16. 36% of B2B buyers say they prefer purchasing through trusted partners
The psychology of B2B buying behavior
In B2B sales, trust is everything. Buyers aren’t just purchasing a product—they’re making a long-term investment. That’s why over a third of buyers say they prefer to purchase through a partner they already know.
These partners often act as consultants or advisors. They’ve been working with the customer for years. That familiarity means the buyer feels more comfortable saying yes.
In many cases, the product itself isn’t even the main factor. The relationship is what matters. Buyers trust that their partner wouldn’t recommend something unless it truly works.
What this means for your channel GTM approach
If you’re not leveraging partners in your GTM model, you’re missing out on this trust advantage. Even if your sales team is excellent, they’re still strangers to the buyer. A partner, on the other hand, can get you in the door instantly.
In industries where buying cycles are long and decisions are committee-based, this trust becomes a real asset. A recommendation from a known partner can move a deal forward much faster than any marketing campaign.
How to support partners in becoming trusted advisors
Help your partners go beyond the “reseller” role. Train them to act as advisors who understand the customer’s goals and challenges. Give them insight into how your product fits into a broader business outcome.
Also, share success stories from similar customers. This makes it easier for partners to create conversations grounded in results, not features.
Make sure your partners are never surprised by a support issue or product change. If their reputation is tied to your brand, you need to keep them fully in the loop.
And finally, empower them with messaging that builds credibility. Help them position your product as part of a strategic solution—not just another tool.
17. Partner-led upsell/cross-sell contributes 29% of recurring revenue in mature GTM models
The hidden power of post-sale revenue
Most GTM strategies focus on closing the initial sale. But long-term value comes from what happens after the deal is signed. That’s where upsell and cross-sell opportunities come in—and partners are driving nearly 30% of that in mature models.
Why? Because partners often maintain the relationship after the sale. They’re doing the onboarding, checking in, and providing support. That gives them the perfect position to recommend new features, upgrades, or adjacent products.
Why recurring revenue is where the real growth happens
Recurring revenue makes your business more predictable and scalable. The more upgrades and add-ons your existing customers buy, the faster your average revenue per account grows.
When partners lead these efforts, they amplify your revenue potential. They know when the customer is ready for more and can frame the offer in a way that feels natural and helpful.
Plus, customers are more likely to say yes when the offer comes from someone they trust—especially if that person helped them get results from the original purchase.
How to support partners in driving post-sale growth
Create partner incentives that reward expansion revenue, not just new deals. Many programs only pay commission on initial sales—this misses a huge opportunity.
Offer enablement on new features and use cases so partners feel confident pitching upgrades. Share lifecycle data so partners can see which accounts are ready for upsell or renewal.
You can even create playbooks for specific scenarios—like when to introduce premium tiers, or how to bundle new tools into an existing account.
Make it clear that your partnership doesn’t end at the first sale. The best programs treat post-sale engagement as just as valuable—and often more profitable—than the initial deal.
18. 59% of companies say channel partner GTM is essential to international expansion
The global advantage of using partners
Entering a new country or region is difficult. You face unfamiliar regulations, different buyer behavior, and cultural nuances. That’s why most companies—nearly 60%—say they rely on partners to expand internationally.
A good local partner understands how business works in that market. They know how decisions are made, what messages resonate, and which competitors are strong. That local knowledge is something your internal team can’t replicate easily.
Why direct expansion often fails
When companies try to enter new markets with only direct sales, they often struggle. Language barriers, lack of brand awareness, and different buyer journeys all create friction.
Building a local office is expensive and risky, especially if the market doesn’t perform as expected. Hiring takes time. Mistakes are costly.
Partners reduce that risk. They already have infrastructure, relationships, and expertise. You can test a market with far less investment—and scale faster if it works.
How to select and grow international partners
Start by identifying which countries or regions align with your growth goals. Then look for partners who already serve your ideal customer profile in those areas.
Ask the right questions before signing on:
- Do they understand your product category?
- Are they selling to the types of customers you want?
- Can they provide local support and marketing?
Once selected, give them everything they need to succeed—translated materials, localized value propositions, and pricing models that fit the market.
Also, visit in person if possible. International partners value face time. Build trust. Show commitment. And be prepared to adapt. The most successful international GTM models are flexible and built on collaboration, not control.
19. 41% of partner programs use tiered incentive models to drive performance
Why one-size-fits-all incentives don’t work
Every partner in your ecosystem is different. Some are small consultants. Others are regional powerhouses. That’s why offering the same rewards to everyone doesn’t drive the best results.
Nearly half of all partner programs now use tiered incentive structures. These models reward partners based on their performance, commitment, or specialization. It’s a simple but powerful way to get more from your top performers—and motivate others to level up.
What tiered programs actually look like
In a typical tiered program, you’ll see categories like Silver, Gold, and Platinum. Each tier comes with its own benefits:
- Higher margins
- Exclusive leads
- Priority support
- Access to beta features
- Co-marketing funds
The more a partner invests in selling your product—whether through volume, certifications, or co-marketing—the more they earn back in value.
This creates a healthy sense of competition and gives partners a clear growth path.
How to set up a tiered model that motivates
Start simple. You don’t need five tiers. Two or three levels with clear entry and upgrade criteria are enough.
Define what matters most to your GTM goals. It might be:
- Closed revenue
- New logos
- Participation in campaigns
- Completion of training modules
Then, align your rewards with what your partners actually value. If you’re not sure, ask. Some want more margin. Others want co-branding opportunities. The key is offering benefits that move the needle for their business.
Finally, review performance quarterly. Promote partners who meet the mark—and support those who want to climb. This makes your program more dynamic and your channel more productive.
20. 68% of companies that use indirect channels report higher win rates in SMB segments
Why partners dominate in the SMB space
Selling to small and mid-sized businesses (SMBs) is a volume game. The deals are smaller, but there are more of them. It’s also harder to reach SMBs through traditional sales channels—they don’t respond well to cold outreach or high-touch sales processes.
That’s why indirect channels win. Partners who already serve SMBs are trusted, efficient, and cost-effective. They bundle your product with other services and make it easier for SMBs to say yes.
Nearly 70% of companies using partners say they win more often in the SMB segment. That’s a clear sign that this strategy works.
The economics of SMB selling through partners
Your internal sales team is better suited to handling large, strategic accounts. But if they spend time chasing small deals, you burn too much time for too little return.
Channel partners solve that problem. They can handle high volumes with lower overhead. Many of them already manage IT, finance, or digital services for SMBs. Adding your solution into the mix is seamless.
Also, partners often provide ongoing support and billing—which SMBs love.
How to optimize for partner-led SMB growth
First, make your pricing simple. SMBs don’t want complex licensing models. Offer bundles or subscription tiers that partners can resell easily.
Second, give partners the ability to close quickly. That means providing:
- Ready-to-use sales kits
- Fast provisioning tools
- Clear onboarding steps
Don’t force long approval processes or manual setup. The more you reduce friction, the more likely your partners are to sell often.
Finally, ask your best-performing SMB partners what’s working. Use their input to update your strategy, messaging, and partner support. When you let your most successful partners help shape your GTM, you’ll see even better results.
21. 72% of failed channel GTM launches lacked clear partner value propositions
Why partners need a strong reason to care
A value proposition isn’t just for your customers. Your partners need one too. If they can’t clearly answer the question, “What’s in it for me?”—they won’t sell your product.
Nearly three-quarters of failed partner GTM efforts have one thing in common: the value for the partner wasn’t defined. Without it, your program becomes just another logo in their stack—ignored and forgotten.
Partners are busy. They’re pitched by vendors constantly. To stand out, you need to explain not just what your product does, but why selling it helps grow their business.
What a strong partner value proposition includes
A good partner value prop has three parts:
- How your product helps their customers
- How it aligns with their existing services or solutions
- How it helps them make money—fast
It’s not enough to say “great product” or “fast support.” Show them the revenue opportunity, the ease of integration, and the benefit to their reputation.
The more aligned your product is with their core business, the easier it will be for them to promote it.
How to fix a weak or missing value proposition
If your partner program is struggling, start by talking to inactive or underperforming partners. Ask why they aren’t selling. You’ll likely hear confusion or indifference.
Then go back to the drawing board. Build a one-pager that clearly answers:
- Who is this product for?
- Why should a partner sell it?
- What support and rewards do they get?
Test this with a few trusted partners before rolling it out more broadly. Make adjustments based on real feedback.
The goal is simple: Make it obvious how your product and program fit into their world—not the other way around. When your value is clear, partner activation becomes much easier.
22. 57% of companies report that top partners drive 80% of channel revenue
The reality of the 80/20 rule in partner ecosystems
In most partner programs, a few high-performing partners generate the majority of the results. Over half of companies say that just 20% of their partners are responsible for 80% of the revenue.
This uneven distribution isn’t necessarily a bad thing—it just means you need to recognize who’s really driving growth. These top partners are your strategic assets. They’re invested, consistent, and likely know your product better than some internal teams.
Why identifying top performers early makes a difference
The sooner you know who your top partners are, the sooner you can double down on them. These are the relationships to protect and grow. They often become your voice in the market and act as advisors for other partners.
Ignoring this group is risky. If one of them leaves, it can create a serious revenue gap.
And while it’s great to recruit new partners, your biggest wins will often come from helping your current stars scale faster.
How to support and expand your top 20% partners
First, know who they are. Set clear criteria: revenue generated, deals closed, renewal rate, marketing participation, or training completion.
Next, give them more of what they need:
- Early access to product updates
- Co-marketing funds
- Dedicated partner managers
- Influence over roadmap discussions
Treat these partners like your inner circle. Invite them to private briefings. Ask for their feedback. Celebrate their wins publicly.
You can also ask your top partners to mentor new ones. This builds community and raises the overall quality of your program.
Most importantly, protect their margins and avoid conflicts. If a top partner loses trust, they’re hard to replace.
23. Organizations that track partner performance monthly see 38% higher ROI from GTM efforts
Why frequent tracking beats occasional reviews
Partner performance isn’t something you should only check once a quarter. Monthly tracking helps you catch problems early, spot opportunities, and stay aligned.
The companies that do this well see almost 40% more return from their GTM efforts. Why? Because they know what’s working and what’s not—and they act on it in real time.
When you check in monthly, you can offer timely support, adjust incentives, and re-energize slow-moving partners.
What to track and how to track it
You don’t need to overwhelm yourself or your partners with complex dashboards. Focus on a few simple, high-impact metrics:
- New leads generated
- Deals registered
- Revenue closed
- Pipeline stage movement
- Training progress
- Marketing participation
Use your PRM or CRM system to pull this data. Automate reports so you’re not chasing numbers.
The key is to look for trends, not just totals. Is a partner slowing down? Are they stuck in late-stage deals? Are their leads converting?
These insights help you step in with the right support—before the opportunity is lost.
Turning data into action
Tracking is just the first step. What matters more is how you respond.
Use monthly reviews to create mini action plans for each partner. Maybe one needs help with a tough deal. Another might be ready for a joint campaign. One might need new training.
Don’t treat monthly tracking like a report card. Treat it like a conversation. Ask your partners how you can help—and listen to what they say.
This regular rhythm builds trust, improves performance, and keeps everyone focused on what matters most: growth.
24. Only 34% of partner programs measure partner satisfaction regularly
Why happy partners are the foundation of strong GTM
You can’t grow a partner program if you don’t know how your partners feel. And yet, only a third of programs check in regularly on partner satisfaction.
That’s a big miss.
Unhappy partners don’t tell you they’re unhappy—they just go quiet. They stop responding, stop registering deals, and eventually drop out. By the time you notice, it’s often too late.
Partner satisfaction is your early warning system. When measured and managed, it keeps your ecosystem healthy and thriving.
What satisfaction really means in a partner context
It’s not about whether your partners “like” you. It’s about whether they:
- Feel supported
- See clear value
- Trust your program
- Believe they can grow with you
These factors drive motivation, loyalty, and performance. If a partner feels neglected or frustrated, they’ll put their energy elsewhere.
That’s why satisfaction isn’t just a soft metric—it’s directly tied to revenue.
How to build a simple partner satisfaction check-in process
You don’t need fancy surveys. Start with a short, quarterly check-in form. Ask things like:
- How would you rate our support this quarter?
- Are you happy with the leads and tools we provide?
- What could we improve to help you grow?
Even just three to five questions can surface powerful insights.
Then, take action. Close the loop with partners who raise concerns. Share results with your internal team. Let your partners know you’re listening—and show them you’re making changes.
Over time, this builds loyalty and increases the chances that your partners will stick around, invest more, and recommend your program to others.
25. 76% of successful GTM programs integrate partner data into CRM workflows
Why integration drives better visibility and results
A successful GTM program depends on good data. Without visibility into what partners are doing—what leads they’re working, what deals they’re registering, where they’re getting stuck—you’re operating blind.
That’s why 76% of top-performing programs integrate partner activity directly into their CRM. When you have a unified view of both direct and indirect channels, you can coordinate better, support smarter, and plan faster.
It also helps internal teams understand the partner pipeline and make decisions that align with what’s really happening in the field.
The problem with disconnected partner workflows
When partners live in a separate system, or worse, in spreadsheets and emails, things slip through the cracks. Deals go unregistered. Leads aren’t followed up. Support tickets are missed.
Worse, it creates tension. Your internal reps might step on a partner’s deal unknowingly. Or your marketing team might not know which campaigns are driving partner pipeline.
Disconnected systems break trust and slow things down.
How to integrate partner data into your CRM smoothly
Start by choosing a PRM platform that syncs with your CRM. Most modern tools can do this easily. Then define which data points you want to see:
- Deals registered by partners
- Lead status updates
- Co-sell notes
- Campaign engagement
Work with your CRM admin to create fields, views, and reports that make partner data visible to the right people—sales, marketing, ops, and leadership.
You don’t need to overwhelm the CRM with every detail. Just surface the key insights that help everyone work in sync.
This integration turns your GTM system into a true ecosystem—where partners aren’t an afterthought but a visible, active part of your growth engine.
26. 47% of channel programs include joint account planning with partners
Why joint planning builds stronger relationships
When you plan accounts with your partners—not just hand them a lead—you create alignment. You work together on strategy, next steps, and how to win.
Nearly half of all strong channel programs include this kind of joint account planning. It’s not just about sharing pipeline—it’s about shaping it, together.
This approach leads to better win rates, deeper engagement, and stronger loyalty from both the partner and the customer.
What joint account planning actually looks like
It’s a structured conversation where you and your partner:
- Identify high-potential accounts
- Define roles and responsibilities
- Set goals for engagement, outreach, and close
- Track progress over time
It might happen quarterly, monthly, or even deal by deal—depending on the partner.
The key is collaboration. You’re not assigning tasks. You’re co-owning the outcome.
How to implement joint planning without overcomplicating it
Start simple. Pick your top 5–10 partners and invite them to a planning session. Use a shared document or a lightweight tool to map out key accounts.
Ask questions like:
- What’s the customer’s biggest pain?
- What blockers do we anticipate?
- What resources can we bring in?
Then follow up. Make sure everyone knows who’s doing what—and check in regularly.
As you grow, build joint planning into your tiered incentives. Make it a requirement for top-tier partners. This ensures your most valuable partners are aligned with your biggest opportunities.
Joint account planning turns partners from sellers into strategists. That shift leads to smarter deals and longer-lasting customer relationships.
27. On average, it takes 9 months to fully ramp a new partner in a GTM program
Why partner ramp-up is slower than most expect
Bringing on a new partner is not like flipping a switch. It takes time for them to learn your product, understand your market, and build confidence.
On average, it takes about nine months before a partner starts consistently delivering results. This surprises many companies—and leads to frustration or premature churn.
But if you treat onboarding like a long-term investment, not a sprint, you’ll see better outcomes.
What happens during the ramp-up phase
The first month is usually about orientation. The partner learns your tools, reviews your materials, and gets trained.
Months 2–4 involve trial and error—testing messaging, trying to generate leads, getting early feedback.
By months 5–8, they start seeing traction. They’ve likely closed their first few deals and understand where they win best.
By month 9, they’re operating with more independence, driving pipeline, and giving you feedback on how to improve the program.
That’s why patience and structure are both critical during onboarding.
How to shorten the ramp time without rushing the process
The goal isn’t just to go faster—it’s to ramp better. You can help speed things up by:
- Providing a clear 90-day onboarding plan
- Offering early-stage coaching and support
- Creating a “quick start” sales kit
- Scheduling regular check-ins during the first 6 months
Also, set realistic expectations. Don’t judge a partner’s value in the first 30 days. Give them time to learn, build momentum, and prove themselves.
Celebrate early wins. Highlight their success. That builds confidence and makes them feel like part of the team.
Most importantly, track ramp progress. Know which partners are on track and which need help. The more structured your ramp process is, the faster your ecosystem will grow.
28. 55% of companies using channel partners report greater pricing flexibility in competitive deals
How partners add agility in pricing strategy
One of the biggest advantages of selling through partners is adaptability—especially when pricing gets tough. Over half of companies say they can offer more flexible pricing when they go through partners. Why? Because the partner understands the local market, the competition, and the customer’s budget constraints.
Partners can negotiate in ways that a direct rep often can’t. They may package your product with their own services, offer discounts creatively, or structure deals in ways that feel more tailored and less rigid.
This kind of flexibility often means the difference between winning or losing a deal.
Why pricing flexibility matters more in crowded markets
In highly competitive industries, buyers often compare multiple options and expect wiggle room. If your direct team is locked into rigid pricing rules, you might miss opportunities that a nimble partner could close.
Partners can soften price concerns by framing value differently. They may highlight their own support or wrap your product in a broader offering that makes price less of a sticking point.
This positioning helps avoid direct cost comparisons and keeps the deal focused on outcomes.
How to give partners smart pricing control
First, create guidelines—not scripts. Give partners the freedom to negotiate within a range, with clear approval steps for exceptions.
Second, help them understand margin trade-offs. If they discount too much, everyone loses. Train them to balance price with value and to defend your core product position.
You can also create “deal desks” where high-potential deals get reviewed for custom pricing support. This builds trust and ensures consistency while still giving room to compete.
The key is clarity. Partners need to know when they can flex, how much, and what support they’ll get when a deal is at risk. With the right structure, pricing flexibility becomes a powerful edge—not a liability.
29. 62% of partner-driven GTM initiatives outperform direct sales in emerging markets
Why emerging markets are partner-first by nature
In many emerging markets, the business environment is built on local relationships. Buyers prefer dealing with someone they know and trust. Regulations may differ. Payment systems may vary. Cultural nuances matter.
That’s why nearly two-thirds of partner-driven GTM efforts outperform direct sales in these regions. Local partners bring market intelligence, navigate red tape, and connect with customers in a way a foreign sales rep simply can’t.
When companies try to enter emerging markets alone, they often misstep. With a partner, the learning curve flattens and results come faster.
What makes partner-led GTM work in these regions
The best-performing partner initiatives in emerging markets are deeply localized. That means:
- Marketing adapted to local language and norms
- Flexible pricing aligned with local budgets
- Local support and onboarding
- Trusted personal relationships, not cold pitches
These elements combine to create trust and reduce friction—two things you absolutely need in unfamiliar territories.
How to build strong GTM programs in emerging regions
Start by choosing the right markets, then finding partners who truly understand the buyer landscape. Look for:
- Local resellers with credibility in your niche
- Distributors with wide reach
- Consultants who influence buyer decisions
Support them with localized messaging, currency support, and region-specific onboarding flows.
Also, be flexible. In emerging markets, your usual playbook might not work. Partners may need more autonomy to close deals or adapt your solution.
Listen to their input. Treat them like market experts, not just sales arms. This collaboration not only helps you succeed—it makes your entry into new markets faster, smarter, and more sustainable.
30. Companies using co-sell models with partners see 23% higher average deal size
Why co-selling delivers bigger deals
When companies and partners sell together—rather than handing off leads or working separately—they tend to land bigger deals. In fact, co-sell models drive deal sizes up by 23% on average.
Why? Because co-selling brings more value to the table. You combine the partner’s deep customer knowledge with your product expertise. Together, you tell a stronger story and address more business needs.
This joint effort often uncovers broader use cases, cross-sell opportunities, or larger deployments that wouldn’t have surfaced in a solo pitch.
What a co-sell model actually looks like
In a co-sell setup, both your team and the partner collaborate throughout the sales cycle:
- Joint discovery calls
- Shared proposal development
- Coordinated demos
- Combined follow-ups
It’s not just lead sharing—it’s true collaboration. And when it works, it feels seamless to the customer.
They get the best of both worlds: a product expert who knows the solution inside-out, and a partner they trust to implement, support, and customize.
How to build a successful co-sell motion
First, identify partners who are both skilled and committed. Not every partner wants or is ready to co-sell.
Then, build clear processes:
- Assign shared account ownership
- Use shared CRM visibility or partner portals
- Define handoff points and communication standards
Also, provide incentives that reward joint effort—not just the closed deal. That might mean shared credit, co-branded success stories, or performance bonuses.
Train your internal team on how to co-sell. Not every rep is used to working with partners. Help them see the partner as an ally, not competition.
With the right mindset and tools, co-selling becomes a multiplier. Bigger deals. Faster closes. Deeper relationships. That’s what a true partner GTM strategy should aim for.
Conclusion
The numbers speak for themselves. Channel partner GTM models aren’t just a nice-to-have—they’re a critical part of how today’s most successful companies grow. Across every stat we explored, one thing stands out: when done right, partners can accelerate reach, cut costs, close bigger deals, and create stronger, longer-lasting customer relationships.
