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Future of Partner Marketing 2026 Blueprint

With contributions from Jay McBain (Canalys), Andrew Kisslo (SAP), and Tom Perry (Sherpa)

 

Partner Marketing is at a critical inflection point

Ecosystem complexity is increasing, buying behaviours are shifting, and new models like co-sell, marketplaces, and concierge-led support are rewriting the rulebook.

To lead in 2026, you need more than tactics. You need a plan.

This Blueprint brings together:

✔ Insight from Sherpa’s Future of Partner Marketing webinar
✔ Contributions from top ecosystem experts: Jay McBain, Andrew Kisslo, Tom Perry
✔  Exclusive findings from our 2025 Benchmark, analysing 18,000+ partners across 170+ regions

Inside you’ll find:
✔ How to align to the 28 critical buyer moments
✔ Where AI and Partner Concierge support deliver real scale
✔ Why lifecycle marketing and P2P motions are key to sustainable growth
✔ What data top-performing vendors are using to make smarter decisions

 

Sherpa is trusted by Global Tech Leaders:

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Stay ahead of the curve

Download your Blueprint now below:

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

Brivo logo

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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