2026 Channel Marketing Survey Report

1) Introduction: Partner Marketing is entering a new era

As ecosystems evolve, indirect go-to-market motions are becoming more complex, digital-first, and data-driven. Traditional tactics aren’t keeping pace — and channel leaders know it. 

In this year’s Sherpa Channel Marketing Leaders Survey, a majority of respondents plan to increase investment in partner marketing. But behind that optimism lies a familiar tension: scaling smarter, not just spending more. 

At our recent Future of Partner Marketing event, industry leaders from SAP, Canalys, and Sherpa explored what partner marketing needs to stop doing — and where smart vendors should focus next. 

What the Experts Are Saying

• Most partners miss key buyer moments — showing up in too few of the 28 digital and human touchpoints before purchase.
• AI is only effective with strategy — it’s not about content volume, but data-informed investment decisions.
• Lifecycle marketing is the new frontier — winning isn’t the end; retention and expansion now define success.
• Ecosystem motions are the new normal — co-sell, peer-to-peer, and marketplace presence require orchestration.
• Orchestration matters more than ever — disconnected efforts damage trust and weaken ROI.
• Technology can scale, but trust still wins — community validation and peer influence are rising in importance. 

What the Data Tells Us

This report is based on insight from senior partner and channel marketing leaders at global technology firms across North America, EMEA, and APAC — including VPs of Partner Marketing, Directors of Channel Strategy, and Regional Marketing Leads. 

Their input reveals: 

• 97% prioritise partner-led pipeline
• 74% are focused on partner experience and engagement
• ABM is maturing — with 1:1 programs and scalable content on the rise with 45% building scalable ABM content.
• Major challenges include visibility, capability, and recruitment gaps 

Sherpa's View

At The Sherpa Group, we believe smarter partnerships are guided by data and delivered by experts. This report brings together market signals and strategic context to help channel leaders shape what’s next — and to inform how Sherpa evolves its Partner Marketing services for 2026. 

2) Top Trends & Insights

1. Partner-Led Pipeline Is the Top Priority

An overwhelming 97% of respondents cited driving partner-led pipeline as a top strategic focus over the next 12–24 months. 

This reflects a clear shift toward performance marketing — where results, not reach, define success. 

Sherpa’s take: The pipeline conversation is evolving from volume to value. It's no longer just about generating leads, but enabling the right partners to convert the right demand — with better targeting, content, and sales alignment.

2. ABM Is Scaling, But Measurement Lags 

ABM is on the rise: 

• 45% are launching 1:1 ABM with top partners
• 45% are building scalable ABM content
• Only 29% are actively measuring ABM ROI

Sherpa’s take: Without measurement, ABM is just messaging. Partner marketers need frameworks that align content, data, and campaigns — and surface what’s working. Our approach to ABM enables both personalisation and performance visibility at scale. 

3. Recruitment Is More Selective

While 81% are still recruiting, most are targeting specific capability or geographic gaps — not expanding broadly.

Key barriers include:

• Limited internal resource (78%)
• Competition from other vendors
• Poor partner awareness in key markets 

Sherpa’s take: Recruitment is becoming precision-led. It’s about fit, not volume — and vendors need tools to identify, activate, and enable the highest-potential partners with speed and clarity.

4. Data, AI and Automation Are on the Radar

Respondents are beginning to invest in more sophisticated tactics: 

• 44% already use or plan to use AI-powered targeting & analytics
• MDF automation and partner marketing tools are also rising in priority 

Sherpa’s take: AI is not the strategy — it’s the amplifier. From scoring partner potential to streamlining execution, our technology-powered programs help clients work smarter, not harder. 

5. Barriers Persist: Visibility, Alignment, Capability

Top challenges to partner-led demand generation include:

• Limited partner marketing capability (67%)
• Poor pipeline visibility (59%)
• Lack of quality leads (37%)
• Misalignment between sales and marketing (29%)

Sherpa’s take: These are solvable problems — but only with better orchestration. Our Momentum Methodology connects insight, activation, and delivery, giving partner leaders visibility and control across the entire funnel.

3) Stats to Think About

Beyond the big themes, the survey surfaced some surprising signals — areas where partner marketing strategy is evolving fast, or where gaps remain. Here are six stats that should give channel leaders pause — and a reason to act. 

81% plan to increase partner marketing investment

But only 16% expect a significant increase — indicating pressure to do more with marginally more budget.

Just 15% say their partners understand buyer personas extremely well

This alignment gap is a major blocker to ABM and demand generation success.

65% don’t formally assess their partners’ go-to-market maturity

Without this, it’s hard to scale programs or predict performance.

Only 45% are launching 1:1 ABM with top partners

Despite ABM being a clear focus, fewer than half are executing at the most strategic level.

85% are investing in webinars and events

Despite AI and digital channels growing, traditional formats remain a key pillar of partner engagement.

Just 30% are using or planning to use AI-powered targeting

While AI is a dominant industry conversation, actual adoption in partner marketing is still emerging. 

4) From Insight to Action

The survey confirms what many partner marketing leaders already sense: the fundamentals of ecosystem growth are shifting. Traditional approaches — ad hoc campaigns, generic enablement, pipeline guesswork — are no longer enough. 

Here’s what the data tells us you should focus on, and how to turn those insights into action. 

Pipeline: From Volume to Value

What the data says: 

• 97% rank partner-led pipeline as a top priority 

• 67% say partners lack the capability to deliver it 

What this means:

It’s not just about generating more leads — it’s about enabling the right partners with the right campaigns. Leaders need structured, scalable demand programs that partners can activate confidently. 

Where Sherpa helps: 

• Partner ABM 

• Buyer Group Campaigns 

• Partner Demand Gen (MQL & HQL) 

• Partner Demand Centre
  

Alignment: From Programs to Orchestration

What the data says: 

• Co-sell and marketplace motions are rising, but many stall due to lack of structure 

• 45% are measuring ABM ROI — meaning most are flying blind 

What this means: 

Joint programs need more than funding. They need orchestration — clear value propositions, coordinated motions, and aligned execution between vendors, partners, and ecosystems. 

Where Sherpa helps: 

• JVP Development (Vendor & P2P) 

• Marketplace Support & Campaigns 

• Co-sell Enablement 
  
  

Insight: From Guesswork to Intelligence

What the data says:

• 59% lack pipeline visibility 

• 65% don’t formally assess partner maturity 

• Only 30% are using AI for targeting 

What this means: 

Without better insight, you can’t prioritise effectively. Data-driven partner intelligence is the new baseline — for recruitment, enablement, and marketing performance. 

Where Sherpa helps: 

• EdisonAI 

• Data & Intent Services 

• Lifecycle Marketing for SaaS 
  

Engagement: From Assets to Experiences

What the data says: 

• 74% want to improve partner engagement 

• 45% are investing in scalable ABM content 

• 85% still see value in webinars and events 

What this means: 

Content needs to cut through and connect — not just exist. The winners will build programs that blend digital, creative, and experiential engagement. 

Where Sherpa helps: 

• Partner Video Marketing 

• Webinar & Event Support 
  

Execution: From Stretching Teams to Scaling Smartly

What the data says: 

• 78% cite limited internal resource as their #1 constraint 

What this means: 

Partner teams can’t do it all — and shouldn’t try. Outsourcing execution and providing concierge-style support can free up leaders to focus on strategy and growth. 

Where Sherpa helps:

• Fully Managed Partner Programs 

• Helpdesk & Portal Support 
  

The Bottom Line 

Every challenge revealed in this survey is solvable. The leaders who will thrive in 2026 will be those who combine data, orchestration, and execution at scale. 

Sherpa’s role? To help you get there — guided by data, delivered by experts.

Looking for support? Reach out here and a friendly member of the team will be in touch to help.