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Toronto β September 29, 2025Β
91΄σΙρ and Wynter announce the release of The State of Partnerships in GTM 2026, a new industry report that provides the data on how top SaaS companies are embedding partnerships in go-to-market operations.
91΄σΙρ, a partner ecosystem platform made for B2B SaaS and Wynter, a B2B message testing and research platform, have partnered to provide authoritative and original data-driven insights on the role of partnerships in go-to-market success to help revenue leaders unlock smarter scale.
Using , 100 senior leaders β comprised of revenue leaders, marketing executives and partnerships leaders β from B2B SaaS ($50M+ companies) were surveyed, and their responses were analyzed and synthesized into the original data report, authored by 91΄σΙρ.
The initiative, led by 91΄σΙρβs Director of Content Marketing, , and Wynterβs Head of Content Marketing, , leverages the unique expertise of both SaaS companies and is described as a partnership "made in ecosystem data heaven".Β
βWynter delivers insights from verified B2B decision-makers in under 48 hours. 91΄σΙρ builds the tech that powers partnerships. Together, we're showing you what your actual target buyers think about partner programs, and what drives real results," says , CEO of Wynter.
The report highlights where partners add the most value and where challenges still exist, in order to equip revenue leaders with insights to maximize partnerships for lasting growth into 2026.
βB2B SaaS is a fast-paced, ever changing industry β and partners are key for your GTM motions. Partnerships are no longer optional β they're foundational and important for revenue success. There's data now to prove this,β Tse shares.
The exclusive research and data shared in the report validates what partnership professionals already felt, but didnβt always have the data to back up β until now.
Noteworthy trends from the report include:
- Partners reduce churn. Nearly three quarters of SaaS companies (74 per cent) note partners are essential to customer satisfaction, driving customer expansion and
Retention. - AI is reshaping partner tech. Almost half of senior leaders (49 per cent) predict that AI will hit peak value for partnerships when it can improve partner and account targeting and management, with early adopters poised to surge ahead in market.
- βInvestment in partnerships is increasing. The report found that 69 per cent of SaaS companies are planning to increase their investment in partnerships in the coming year. Whatβs more β for nearly one-third of SaaS companies (30 per cent), partnerships are a top strategic priority for 2026.
βThis report reinforces that partner tech has become a strategic, high-impact GTM tool for accelerating sales cycles, boosting deal size and improving retention,β says , CEO, 91΄σΙρ.
The 48-page report is packed with first-hand testimonials from senior leaders, original data charts and bite-sized data points that provide revenue and partner leaders a strategic roadmap for how to grow B2B SaaS partnerships.Β
The State of Partnerships in GTM 2026, available as a free download on 91΄σΙρβs website, is part of 91΄σΙρβs Research Lab, which provides original data, reports and charts that promote growth through indirect channels by sharing actionable insights and leveraging power of the 91΄σΙρ Network.
Building on the insights shared in 91΄σΙρβs previous influential report, Women in SaaS 2025, Tse shares, βWe already know that women keep the ecosystem operating in SaaS β but now, we have the data to prove that partnerships are foundational for go-to-market success.βΒ
Download the free report now: The State of Partnerships in GTM 2026.
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About 91΄σΙρ
91΄σΙρ's complete partner ecosystem platform helps SaaS companies accelerate revenue by providing the infrastructure needed to efficiently manage any B2B partner program. Businesses can recruit, activate and optimize their entire partner ecosystem β affiliate, co-sell, influencer and customer referral programs β while also tapping into the world's largest B2B partner network of over 123,000 active partners.
About Wynter
Wynter is a B2B message testing and research platform that helps SaaS and tech companies understand how their buyers perceive their messaging, positioning, and brand. With a 70,000+ verified B2B panel, Wynter delivers fast insights in 12-48 hours across messaging tests, ICP research and brand tracking.
