Catalyst25: A Defining Moment for Partner Marketing

By Tom Perry, CEO, The Sherpa Group 

Seattle might be a long way from the UK, but the ideas shared at Catalyst25 will travel even further. This wasn’t just a gathering — it was a clear signal that we’ve entered a new era for partner marketing. One defined by smarter strategies, sharper insights, and a renewed focus on ecosystem performance. 

At The Sherpa Group, our job is to stay ahead of the curve. Catalyst25 showed us exactly where the curve is heading.

A New Era, Defined by Data 

In the opening sessions, one theme cut through the noise: data is now the backbone of effective partner marketing. 

Large vendors are waking up to the fact that high-performing programs rely on data — not just to track performance, but to build trust and drive real outcomes. And that’s where the future is unfolding: 

• Segmentation = Differentiation: Tailored partner support at scale is no longer a nice-to-have. It's essential for meaningful engagement. 

• Simplify to Scale: The simpler your programs are to understand and execute, the more partner adoption you’ll see. 

• Be Easy to Work With: In a crowded ecosystem, vendors must reduce friction if they want to capture attention and loyalty. 

• Smart Digital Journeys: Partners now expect real-time visibility into incentives, rebates, and campaign performance. 

• Free Your Partner Managers: Let them focus on relationships — not admin. 

• ROI Isn't Optional: Even if attribution feels daunting, start somewhere. Partner marketing impact becomes clearer with intent and iteration. 

• Data Builds Trust: When used right, data becomes a bridge — not a barrier — to deeper partner collaboration. 

This is exactly what Sherpa’s unified methodology enables. With our class-leading AI platform, we give our clients the visibility and insight to segment smarter, act faster, and measure more meaningfully. 

A Shift in Mindset — and Market 

Day two pushed the conversation further, thanks to standout contributions like Jay McBain’s keynote on what he called the "once-in-a-lifetime inflection point" for partnerships. The message was unmistakable: the future of go-to-market belongs to those who embrace change. 

Here are the shifts that matter most: 

• Services are Outpacing Products: Partners are becoming the key to customer value delivery. 

• Partners Are Growing Faster Than Vendors: Ecosystem momentum is real — and accelerating. 

• Platform Plays Win: Vendors are consolidating their stacks and driving more value through platforms. 

• The Cookie Era is Ending: Changing buyer behavior is forcing new, precision-led marketing strategies. 

• Welcome to Agentic AI: Micro-consumption and smarter, context-aware tools will redefine how we engage partners and buyers. 

• Categories Are Obsolete: Influence, specialization, and value are fluid — and so should your partner framework be. 

• Buying Committees Are Expanding: With decision groups growing (13+ people is the norm), partner strategies must reflect this complexity. 

At Sherpa, we’ve always believed that insight should guide activation. That’s why our approach — Insight. Activation. Delivery. — is built to navigate complexity with clarity. 

From Conversation to Action 

Catalyst25 wasn’t just an event. It was a demonstration of how strong this community has become — and how much opportunity lies ahead for those willing to adapt. 

The conversations I had with Sherpa clients, strategic partners, and suppliers reinforced a simple truth: great partnerships don’t happen by accident. They’re built with focus, clarity, and a shared ambition to do things better. 

That’s what drives us at The Sherpa Group. We’re here to help global technology leaders unlock the full potential of their ecosystems — with data-led insights, expert activation, and measurable outcomes.

Final Thought: The Future Is Partner-First 

If Catalyst25 made one thing clear, it's this: 

Smarter Partner Marketing isn’t just a tagline — it’s a mandate. 

And Sherpa is ready to lead from the front.