Industry surveyPartnerStack, 2026

74% of B2B SaaS companies say affiliate partners play a major role in keeping customers satisfied

Channel validation

74%

of surveyed B2B SaaS leaders say partners play a significant role in keeping customers satisfied

Reader Note:: Survey of 100 senior leaders at B2B SaaS companies ($50M+), run in summer 2025 by PartnerStack, which sells partner-program software, with Wynter. On another page the report gives the same 74% as partners “driving customer expansion and retention” (keeping and growing existing accounts), so the exact answer wording is unclear. This is how respondents see it; retention was not measured.
Evidence:: Self-reported behaviour
Vendor interest:: High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Survey of 100 senior B2B SaaS leaders, including marketing executives, partnerships professionals, and revenue leaders; sampling method not clearly disclosed.

Good for

A rough sense of size and direction, and deciding what to look at first.

Not for

Exact numbers, or saying that one thing caused another.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
The source never says how this number was measured.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
The source says how much it looked at, but not how any of it was chosen.

4.4x

How much better an AI search visitor converts compared to an organic search visitor, on average

of Google searches that showed an AI summary ended with a click on a link inside that summary (US, March 2025)

20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

Share of each generation who discover new brands via influencer endorsements
Generation	Share who discover brands through influencers (%)
Gen Z	20%
Millennials	17%
Gen X	12%
Baby Boomers	5%

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Fixing your influencer marketing campaign: How to get into the top 10% of advertisers

11.4%

of shopper sessions in the US involved an AI tool as of June 2026, up 2.3 percentage points from a year earlier

is the short-term ROI index for influencer campaigns in the UK, right on the market average with 4.5% of short-term sales (excluding campaigns that produced no result)

21–26%

of consumers in the US, UK, and Germany report using AI tools to research products online, per Statista's 2026 Global Survey (Jul 2025–Jun 2026).

74% of B2B SaaS companies say affiliate partners play a major role in keeping customers satisfied

Good for

Not for

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