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Second edition report

The 2027 Channel Marketing Survey Report

Our second year running this survey is the first year we can compare. This report shows what changed for partner marketing leaders between 2026 and 2027, and what those shifts mean for your plan in the year ahead.

89%

still name partner-led pipeline their top priority

76%

can't yet prove what's driving that pipeline

70%

use or plan to use AI-powered targeting

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Introduction

Partner marketing's problem has moved

A year ago, capability was the story. Teams did not have the people, programmes, or partner engagement to do partner-led pipeline justice.

This year the pressure sits somewhere harder. Measurement and attribution now lead the list of blockers, which tells you the challenge has moved downstream from generating pipeline to proving what is driving it.

At a glance

  • Partner-led pipeline remains the top priority, but the consensus softened from 97% to 89%.
  • Measurement and attribution moved to the top blocker at 76%.
  • AI-powered targeting and analytics rose from 30% to 70%.

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Download the full 2027 survey report

If partner-led pipeline is still the priority, but proof is harder to defend, this report gives you the numbers behind that shift. Fill in the form to access the full report and read all seven pages in one place.