Our newsletterIndustry surveyPartnerStack, 2026
69% of B2B SaaS companies plan to increase investment in partnerships
Channel mix & planning
C-suite view of partnerships' strategic importance and investment trend
C-suite view of partnerships' strategic importance and investment trend- A top strategic priority with significantly increasing investment30%
- An important GTM motion with moderately increasing investment39%
- A recognized contributor with flat or stable investment23%
- An experimental area with minimal investment8%
| Perception category | Share of respondents (%) |
|---|---|
| A top strategic priority with significantly increasing investment | 30% |
| An important GTM motion with moderately increasing investment | 39% |
| A recognized contributor with flat or stable investment | 23% |
| An experimental area with minimal investment | 8% |
- 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 described how their C-suite views partnerships: a top priority with significantly increasing investment 30%, an important GTM motion with moderately increasing investment 39%, a recognized contributor with flat investment 23%, an experimental area with minimal investment 8%. The report states the 69% total itself. These are plans, not budgets already spent.
- 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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