Organisations Attribute 26% Of Revenue Growth To Partners

Hubspot-Releases-The-State-of-Partner-Ops-and-Programs-Report,-Detailing-the-Business-Impact-of-Partner-Ecosystems

HubSpot announced a report titled The State of Partner Ops and Programs 2022 in collaboration with Canalys and Partnership Leaders, exploring how organisations leverage partner programs for growth.

The channel business model has long been critical to many organisations’ go-to-market strategy. However, the role of partners is shifting as B2B buyers spend less time interacting with a sales representative and more time making purchases digitally.

HubSpot has announced a report titled The State of Partner Ops and Programs 2022 in collaboration with Canalys and Partnership Leaders, exploring how organisations leverage partner programs for growth.

The report reveals findings on the partner types organisations prioritise, the factors contributing to increased partner-driven revenue, how partner technology is purchased, and the current top partner operations and program challenges organisations face.

As per the survey, 93% of enterprises and 78% of all organisations have a partner program. Of the respondents, 65% view partnerships as essential to their future growth.

When asked about revenue, organisations attributed 26% or more to partners. However, 40% of respondents mentioned not having full-time partner operations employees.

Technology partners were ranked as the most important partner type by organisations, with 77% of the surveyed respondents having one.

Ninety per cent of partner professionals currently not utilising partner tech believe their organisation should start doing so, the report mentioned.

“The transformative impact of partner ecosystems cannot be overstated,” said Scott Brinker, VP of Platform Ecosystem at HubSpot. “Not only do partners have a tremendous impact on an organisation’s economic growth, but they foster an environment of innovation and collaboration that benefits customers,” Brinker added.

Executives at leading partner ecosystems, including Jeff Reekers, CMO at Aircall, Chris O’Neill, Chief Growth Officer at Xero, John Kosturos, Head of Channels and Alliances at ZoomInfo, and Connie Wu, Head of Business Development at Asana, contributed to the study with insights on building a scalable partner programme.