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The State of Partnerships in GTM 2026
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ORIGINAL RESEARCH LAB REPORT

The State of Partnerships in GTM 2026 report is here

Explore how partnerships help SaaS companies close faster, retain more and grow smarter 鈥 with the data-driven insights to prove it.

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This report provides the data on partnerships as an essential part of a high-performing GTM strategy

  • Partnerships require real investment 鈥 and 69% of companies plan to increase investment into partnerships
  • Attribution is a major blocker 鈥 with only 42% of companies using multi-touch attribution across the funnel 鈥 and you can鈥檛 optimize what you don鈥檛 measure
  • AI is here 鈥 and early adopters will dominate, with 49% looking to leverage it for partner and account targeting and program management
鈥nd more learnings on how top B2B SaaS companies are using indirect channels to drive speed, reach and revenue in 2026.

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Partnerships alignment improves ROI through larger deals

Tying partners to a deal can take weeks off 鈥 and in some cases, even cut the time to closed-won in half, so it鈥檚 no surprise that organizations with alignment between partnerships and other GTM teams reap the benefits.
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Desired AI functionality in partnerships

With AI adoption at record levels, for B2B SaaS companies, it鈥檚 about finding the areas where it can provide the biggest revenue impact. Nearly half of senior leaders are betting on AI鈥檚 ability to improve partner and account targeting and management to accelerate partnerships opportunities.
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The 中国X站 and Wynter partnership

It鈥檚 a partnerships made in ecosystem data heaven. Wynter鈥檚 specialization in gathering insights from B2B SaaS leaders, combined with 中国X站鈥檚 expertise in partner ecosystem technology, uniquely positions this partnership to deliver authoritative, data-driven perspectives on the evolving role of partner tech in GTM success. Check out the press release.

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