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2026 Partner & Ecosystem Marketing Outlook

Partner and Ecosystem marketing has reached an inflection point. We've pulled together insights across the industry to see how Global Tech leaders approach 2026.

What's inside?

The Three Big Shifts Reshaping Partner Marketing: Understand what's changing and how the most successful vendors are responding.

Why 2026 Is an Inflection Point: 67% of B2B companies are expecting 30% of revenue to be Ecosystem-influenced. See the data behind this. 

The New Ecosystem Operating Model: Discover how leading Ecosystem teams are moving programs to platforms, and delivering Partner experiences that actually differentiate. 

Sherpa is trusted by Global Tech Leaders:

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Get your market insight

Download the Outlook now:

Results from Sherpa
Partner Marketing Campaigns

200+

Programs supported

100% channel, 100% focused on helping global tech vendors deliver more.

100%

Visibility of Partners

Powered by EdisonAi, understand partners alignment and capabilities.

2x ROI

from campaigns

We give the right partners, the right campaigns, which delivers better outcomes.

90%

decrease in wasted spend

75% of partners aren't marketing ready, we identify them and activate them

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How we work

Insight. Activation. Delivery.

Building Marketing Momentum


Our approach, powered by our class-leading AI platform targets the right Partners, with the right campaigns, and identifies future opportunities. Learning and optimizing with every program cycle.

Work smarter, not harder.

What our clients and Channel Leaders say:
Kerstin Demko

"We have a great set of Partners; EdisonAI helps us understand our Partners potential and where we should best need to spend our resources."

Kerstin Demko

VP of Marketing

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Steve Wooledge

"Investing in Sherpa to support our partner ecosystem made a huge impact. They applied their real-life channel experience to help reshape our global partner program"

Steve Wooledge

VP Global Partner Marketing

Alteryx

Gemma Telford

"Exceptional technology marketers who understand EMEA-wide marketing and technology demand generation."

Gemma Telford

EMEA Partner Marketing Manager

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