Our newsletterIndustry surveyPartnerStack, 2026
50% of B2B SaaS companies build partners into sales and marketing; 26% let partner insights set GTM priorities
Channel mix & planning
Share of respondents by level of partnership integration into GTM execution
Share of respondents by level of partnership integration into GTM execution- Fully embedded (Ecosystem insights guide our GTM priorities)26%
- Operationalized (Partnerships are part of sales/marketing motions)50%
- Somewhat (We involve partners occasionally)23%
- Not at all (It's a siloed function)1%
| Integration level | Share of respondents (%) |
|---|---|
| Fully embedded (Ecosystem insights guide our GTM priorities) | 26% |
| Operationalized (Partnerships are part of sales/marketing motions) | 50% |
| Somewhat (We involve partners occasionally) | 23% |
| Not at all (It's a siloed function) | 1% |
- 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. Respondents chose one level of partner integration into go-to-market (GTM) execution: fully embedded (ecosystem insights guide GTM priorities) 26%, operationalized (partners are part of sales and marketing motions) 50%, somewhat (partners involved occasionally) 23%, not at all (a siloed function) 1%. The report text rounds these differently, to 25% and 51%; the chart values are used here.
- 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.
Reader Note:
Evidence:
Vendor interest:
Sample: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.
- 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.
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