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ORIGINAL RESEARCH LAB REPORT

The State of Partnerships in GTM 2026 report is here

Explore how partnerships help SaaS companies close faster, retain more and grow smarter 鈥 with the data-driven insights to prove it.

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Report titled 'The State of Partnerships in GTM 2026' with koi fish illustration on the cover and logos of 91大神 and Wynter.
Infographic showing AI as a blue funnel with koi fish swimming out of it into a fishbowl, symbolizing AI offering analytics, deeper insights, and decision support (30%).Infographic showing that 48% of respondents say alignment with partners shortens sales cycles, and 23% say it helps land bigger deals, accompanied by koi fish and mesh line designs on a dark background.Two women in an office discussing work at a computer, alongside quotes highlighting partner-driven business success stories from marketing and partner management executives.Smiling person holding a laptop with digital koi fish swimming on a blue background and text about improving partner and account targeting and program management with AI.Title reading 'Highlights and insights from the survey data' with text about partner programs, alongside an illustration of nine fishing lures, two of which are greyed out.
Infographic showing AI as a blue funnel with koi fish swimming out of it into a fishbowl, symbolizing AI offering analytics, deeper insights, and decision support (30%).Infographic showing that 48% of respondents say alignment with partners shortens sales cycles, and 23% say it helps land bigger deals, accompanied by koi fish and mesh line designs on a dark background.Two women in an office discussing work at a computer, alongside quotes highlighting partner-driven business success stories from marketing and partner management executives.Smiling person holding a laptop with digital koi fish swimming on a blue background and text about improving partner and account targeting and program management with AI.Title reading 'Highlights and insights from the survey data' with text about partner programs, alongside an illustration of nine fishing lures, two of which are greyed out.
Infographic showing why attribution may be the biggest hurdle for partner revenue with percentages for multi-touch (42%), first-touch (31%), last-touch (19%), and other/no tracking (8%) attribution methods.Chart showing adoption of partnerships in GTM strategies with a large iridescent coin and data points: 51% of respondents say partners are involved in every sales and marketing decision; 25% say ecosystem insights from partners fully guide their GTM priorities.Donut chart displaying biggest blockers to partner-driven revenue: 37% alignment between teams, 20% no clear partner program, 14% lack of visibility into partner impact, 13% other, 9% lack of executive support, and 7% lacking the right tech.Infographic showing text about scaling partner revenue on the left and a circular arrangement of colorful koi fish around a large green dollar sign on a blue background on the right.Quote discussing the positive impact of strong alignment between partnerships and go-to-market teams, highlighting shorter sales cycles, increased conversion, and improved market understanding.
Infographic showing why attribution may be the biggest hurdle for partner revenue with percentages for multi-touch (42%), first-touch (31%), last-touch (19%), and other/no tracking (8%) attribution methods.Chart showing adoption of partnerships in GTM strategies with a large iridescent coin and data points: 51% of respondents say partners are involved in every sales and marketing decision; 25% say ecosystem insights from partners fully guide their GTM priorities.Donut chart displaying biggest blockers to partner-driven revenue: 37% alignment between teams, 20% no clear partner program, 14% lack of visibility into partner impact, 13% other, 9% lack of executive support, and 7% lacking the right tech.Infographic showing text about scaling partner revenue on the left and a circular arrangement of colorful koi fish around a large green dollar sign on a blue background on the right.Quote discussing the positive impact of strong alignment between partnerships and go-to-market teams, highlighting shorter sales cycles, increased conversion, and improved market understanding.

This report provides the data on partnerships as an essential part of a high-performing GTM strategy

  • Partnerships require real investment 鈥 and 69% of companies plan to increase investment into partnerships
  • Attribution is a major blocker 鈥 with only 42% of companies using multi-touch attribution across the funnel 鈥 and you can鈥檛 optimize what you don鈥檛 measure
  • AI is here 鈥 and early adopters will dominate, with 49% looking to leverage it for partner and account targeting and program management
鈥nd more learnings on how top B2B SaaS companies are using indirect channels to drive speed, reach and revenue in 2026.

Featured Research Lab charts

Partnerships alignment improves ROI through larger deals

Tying partners to a deal can take weeks off 鈥 and in some cases, even cut the time to closed-won in half, so it鈥檚 no surprise that organizations with alignment between partnerships and other GTM teams reap the benefits.
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Desired AI functionality in partnerships

With AI adoption at record levels, for B2B SaaS companies, it鈥檚 about finding the areas where it can provide the biggest revenue impact. Nearly half of senior leaders are betting on AI鈥檚 ability to improve partner and account targeting and management to accelerate partnerships opportunities.
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91大神 x Wynter Lockup

The 91大神 and Wynter partnership

It鈥檚 a partnerships made in ecosystem data heaven. Wynter鈥檚 specialization in gathering insights from B2B SaaS leaders, combined with 91大神鈥檚 expertise in partner ecosystem technology, uniquely positions this partnership to deliver authoritative, data-driven perspectives on the evolving role of partner tech in GTM success. Check out the press release.

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