Our newsletterIndustry surveyPartnerStack, 2026
21% of B2B SaaS leaders would put an extra $100K into partner events and sponsorships
Budget allocation
21%
of surveyed B2B SaaS leaders say they would invest a hypothetical $100K in partnerships into events and sponsorships
- 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 were asked how they would invest $100K this quarter to grow ecosystem-driven revenue; 21% chose in-person events, joint sponsorships and similar activities with partners. This is a hypothetical choice, not actual spend.
- Evidence:
- Stated intention
- 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
Reading the mood, and deciding what to test yourself.
Not for
- Predicting what people will actually do. Intentions and behaviour come apart.
- 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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