Strategic alliances, channel partners, and ecosystem-led growth are the primary drivers of digital transformation and revenue generation in the modern economy. The evidence is overwhelming.
However, the path to success is not guaranteed: with up to 70% of partner programs failing or plateauing within the first two years, justifying the investment and securing executive buy-in for a major strategic alliance initiative can be a significant challenge.
This is why the stakes are so high.
To ensure your organisation not only avoids failure but fully capitalises on this monumental shift, we have compiled and fact-checked over 115+ essential partnership statistics. These statistics serve as your definitive proof that a well-executed strategic alliance strategy is one of the most effective paths to success—and that the effort is truly worth the risk.
This comprehensive body of work provides the necessary ammunition for securing buy-in and budget approval in senior meetings and justifying investment in internal reports. These statistics highlight the immense financial rewards and market influence you can expect, addressing critical areas such as: financial performance, market influence, CLV, brand visibility, and operational excellence.
Finally, successfully managing the complexity and scale of a modern partner program requires a sophisticated infrastructure. This is where PRM software plays a crucial role by acting as the centralised system to automate, track, and optimise every interaction within your ecosystem.
Enjoy the read, and discover how to solidify your partner program's future.
Key Performance Metrics
These metrics quantify the financial benefits, operational challenges, and overall success rates associated with strategic collaboration.
Financial & Performance Gains
- Deals involving a partner are 53% more likely to close and close an impressive 46% faster. Source: Crossbeam
- Partner-influenced deals outperform industry averages by 26% with the strongest performance when both vendors are actively involved. Source: Bridge Partners
- High-maturity partnership programs generate 28% of business revenue, significantly exceeding the 18% generated by paid search. Source: IABAustralia.com (Forrester’s 2019 Report commissioned by Impartner).
- High-growth firms are three times more likely to use marketing partnerships than no-growth firms. Source: Hinge 2025 High Growth Study.
- Customers acquired through referrals have a 37% higher retention rate. Source: Deloitte cited by Getmonetizely.
- Referred customers are more loyal - the speed at which referred customers churn is on average, about 18 % lower than that of other customers. Source: University of Pennsylvania, USA.
- 77% of companies engaging in co-selling partnerships have seen a direct or indirect increase in profits. Source: Wakefield Research for Workspan.
- The lifetime value of referred customers is 16 % higher, on average, than that of non-referred customers with similar demographics and time of acquisition. Source: University of Pennsylvania.
- DataStax used lead account mapping as part of its co-selling partnership with Microsoft to grow its pipeline by 140%. Source: Microsoft.
- Microsoft generated $8 billion in partner revenue in the first two years of its co-seller partner program. Source: Microsoft (2019).
- 80% of sales generated from affiliate marketing are made by just 20% of affiliates. Source: Medium.com.
- Content marketing costs 62% less than traditional marketing and generates three times the volume of leads. Source: Content Marketing Institute.
- In the UK, brands generated an average of £16 for every £1 spent. Source: APMA (2025).
Pain Points & Management Challenges
14. 70% of strategic partnerships fail after two years. Source: Interview with Industry Expert: Richard Ezekiel.
15. 73% of marketers consider managing partners to be a major organisational challenge. Source: Forrester (2019).
16. 45% of executives believe the biggest challenge is keeping strategic partnerships active and mutually rewarding. Source: BPI Network.
17. 39% of organisations lack a formal partner management strategy entirely. Source: BPI Network.
18. The average partnership manager spends around 35% of their time solely on partner discovery. Source: Breezy Partnership Survey.
19. 20% of B2B business leaders report their channel programs as "not very effective or worse." Source: Channel Partner Marketing Report (2022).
20. 38% of managers blame failed joint venture partnerships on a lack of effective communication and trust. Source: McKinsey Report.
21. 35% of managers blame failed joint venture partnerships on parent and partnership objectives. Source: McKinsey Report.
22. 25% of joint venture partnerships fail to meet or exceed either partner’s expectations. Source: McKinsey & Company.
23. Only 43% of channel marketers report to the marketing or sales department, pointing to a major system disconnect. Source: Forrester
24. 83% of small businesses planned to maintain or increase their spending on outsourced business services in 2023. Source: Clutch.
25. More than 75% of B2B buyers consult three or more sources of advocacy before they make a purchase decision. Source: Gartner, 2021.
The Strategic Global Ecosystems
Ecosystems and strategic alliances are now viewed as fundamental disruptors and essential growth strategies across all major sectors.
26. 75% of world trade flows indirectly through channels, partnerships, and alliances. Source: Forrester.
27. 76% of business leaders believe that partner ecosystems will be the main disruptor to current business models. Source: Hubspot The State of Partner Ops and Programs 2022.
28. Integrated network economy could reach $100 trillion by 2030. Source: McKinsey, Report 2022.
29. 94% of executives in the technology sector see innovation partnerships as a necessary strategy. Source: Forrester 2023.
30. Two-thirds of those surveyed report that they expect partner-influenced revenue to grow over 30% greater than the previous year. Source: Forrester 2025.
31. More than 75% of CEOs in the Technology, Media, and Telecom (TMT) sector rate partnerships as ‘important’ or ‘critical’ to their business success. Source: PWC.
32. 96% of B2B leaders expected to increase revenue directly attributed to their partner ecosystems in 2022. Source: Forrester (2025).
33. 86% of executives believe ecosystems will be a critical success factor in their industry. Source: EY 2025
34. 57% state that a lack of ecosystems in a company’s strategy will prove a serious competitive disadvantage. Source: EY 2025.
35. Nearly 50% of resilience leaders are already pursuing ecosystem strategies. Source: McKinsey Report (2023).
36. 83% of digital ecosystems are collaborations between partners from four or more industries. Source: BGC (2019).
37. 7 of the top 12 largest companies by market capitalisation are considered ecosystem players. Source: McKinsey & Company.
38. 48% of organizations report that Generative AI has influenced their ecosystem strategy and planning. Source: KPMG.
39. 94% of organisations believe their partner ecosystem will serve as a key enabler for future growth and competitive advantage. Source: KPMG.
40. 61% of procurement leaders view supplier collaboration as a key value-enabling strategy. Source: Deloitte Report (2023).
41. 92% of companies that haven’t mastered ecosystems are worried about sharing company assets, intellectual property, and competitive advantage. Source: Accenture.
42. Companies with highly strategic partnerships launch new products or services 50% faster than those that rely primarily on internal R&D.
ISV, SI, and Reseller Partner Impact
The technical partner channel, including ISVs (Independent Software Vendors) and SIs (System Integrators), is vital for technology adoption and enterprise sales.
43. Customers who use solutions deployed or customised by certified partners realise the intended business value 30% faster than those who attempt deployment alone. Source: Cisco.
44. 8 out of 10 customer success leaders agree that a strong ecosystem of implementation and service partners is essential for post-sale adoption and retention. Source: ChurnZero (2024)
45. The global Independent Software Vendors (ISVs) market was estimated at US$2.0 trillion in 2023 and is projected to reach US$4.8 Trillion by 2030. Source: GII Global Information (2024).
46. The ISV market is expected to grow at a Compound Annual Growth Rate (CAGR) of 13.2% from 2023 to 2030. Source: GII Global Information (2024).
47. 95% of Microsoft's commercial revenue comes through its partner ecosystem, primarily driven by ISVs, SIs, and Resellers. Source: Microsoft.
48. Microsoft’s partner ecosystem grows by approximately 7,500 partners every month. Source: Microsoft.
49. Technology buyers now involve an average of seven partners in their buying journey. Source: Source: Worldwide Business Research.
50. B2B buyers complete 57% to 70% of their research before contacting sales. Source: Worldwide Business Research.
51. The modern buyer experiences 28 moments (on average) that lead them to a purchase decision and vendor selection. Source: Omdia (2023).
52. Partner-delivered IT technologies and services accounted for over 70% of the global total addressable IT market in 2023. Source: Canalys by ITEuropa.
53. Cloud computing sales are expected to rise to $2 trillion by the end of 2030. Source: Goldman Sachs (2024).
54. 63% of companies use co-seller models to free up employee time for other tasks. Source: SAP Concur
55. The Partner Ecosystem Platform Software market is projected to grow to $189,434.22 million by 2032. Source: Credence Research.
Referral Marketing and Partner Advocacy
Referred customers close faster, spend more, and stay longer, making referral partnerships a premium source of high-quality business.
56. Referrals are cost-effective and high-impact, reducing acquisition costs by up to 80%. Source: Prefinery (2025).
57. Referred clients close deals with a 74% shorter sales cycle compared to cold outreach. Source: Prefinery (2025)
58. Referral marketing helps companies generate 3 to 5 times higher conversion rates than other channels. Source: DemandSage, 2025.
59. 65% of new business opportunities come from referrals and recommendations. Source: DemandSage, 2025.
60. Word of mouth is the primary factor behind up to 50% of all purchasing decisions. Source: McKinsey.
61. 92% of consumers globally trust earned media, such as recommendations from friends and family. Source: Nielsen.
62. 84% of B2B decision-makers state that their buying process starts with a referral. Source: DemandSage, 2025.
63. A recommendation from a trusted friend is up to 50x more powerful than a low-impact recommendation. Source: McKinsey.
64. Referred clients have a 73% lower acquisition cost than clients acquired through cold outreach. Source: Prefinery (2025).
65. Customers who are brand advocates or are referred to make more frequent and higher-value purchases, with their average order value being 150% higher than that of other customers. Source: Shopify.
66. 83% of satisfied customers are willing to refer a brand to their friends, though only 29% actually do. Source: Forbes.
67. 88% of people trust online reviews from unknown consumers as much as they trust personal recommendations. Source: BrightLocal.
68. 42% of Americans seek the advice of others for purchase decisions. Source: Nielsen (2022).
Partner Marketing & Co-Branding
Leveraging partner networks for marketing and content distribution creates a higher brand lift, reduces costs, and generates more qualified leads.
69. 68% view partner marketing as a necessary tactic that provides great value, up from 64% in 2022 and 62% in 2019. Source: State of Partner Marketing Study 2024.
70. Marketers partnering with publishers to distribute content see a 50% higher brand lift on average. Source: Nielsen.
71. 50% of marketers plan on increasing their investment in content marketing in 2024, a key asset for partner collaboration. Source: HubSpot State of Marketing Report, 2024.
72. 71% finds utilising marketing development funds and executing programs within partner funding timelines can be challenging. Source: Partner Marketing Report 2024.
73. Infographics are 30 times more likely to be read than a written article, and they can increase website traffic by up to 12%. Source: DemandSage, HubSpot, 2023.
74. 80% of business decision-makers prefer getting company information from a series of articles rather than from an advertisement. Source: Content Marketing Institute.
75. Content marketing increases lead generation according to 74% of companies. Source: Forbes.
76. 34% of marketers believe co-branding partnerships are the most effective way to increase a brand’s number of email subscribers. Source: Nielsen.
77. Ben & Jerry's co-branding partnership with Wattpad successfully boosted public perception of the brand's involvement with the LGBTQ+ community by 142.8%. Source: Press Board Media.
78. 71% willing to try co-branded products, leading many brands to see co-branding as essential for growth. Source: PR News.
79. In 2024-2025, over 60% of all units sold on Amazon's platform came from third-party sellers (partners), who are collectively spending billions on the platform's advertising tools. Source: Amazon.
80. 80% of partner marketers agree that partner marketing programs where they work with agencies yield greater results than those run in-house. Source: Partner Marketing Report 2024.
81. 60% of loyalty program members express interest in partnerships introduced through their programs. Source: Bond.
Affiliate Marketing and Revenue Generation
Affiliate marketing remains a massive, high-ROI channel for performance-based growth, dominating the digital media and e-commerce space.
82. The global affiliate marketing industry reached an estimated market size of $18.5 billion in 2024. Source: Publift.
83. The industry is projected to reach $17 billion by 2025. Source: DemandSage.
84. The affiliate market is anticipated to surpass $31 billion by 2031. Source: Publift.
85. Affiliate marketing generates an average return of $15 for every $1 spent, equating to a 1400% return. Source: Ahrefs, 2024.
86. Businesses earn an average of $6.50 for every $1 spent on affiliate marketing. Source: Publift.
87. Affiliate marketing accounts for 16% of total e-commerce sales in the U.S. and Canada. Source: Thunderbit.
88. Many online retailers also report that affiliate marketing contributes between 5% and 25% of their total online revenue. Source: Thunderbit.
89. US affiliate marketing spend is expected to exceed $10 billion for the first time in 2024. Source: eMarketer, DemandSage.
90. The Worldwide Affiliate Marketing Platform Industry is Estimated to Reach $36.9 Billion by 2030. Source: Business Wire.
91. North America accounts for over 40% of global affiliate marketing revenue in 2024. Source: Publift.
92. 57% of affiliate marketers worldwide are based in the US, with a further 10% located in Canada. Source: WIX.
93. Data shows that SEO is the most dominant strategy for driving traffic for affiliate marketers, with 69% citing it as their top source. Source: WIX.
94. 78.3% of affiliate marketers use SEO as a primary traffic source. Source: Authority Hacker.
95. 80% of affiliate marketers drive traffic through social media, with Instagram and YouTube being the most popular platforms. Source: Rakuten Marketing, Ahrefs.
96. 73% of retailers report that their affiliate marketing initiatives fulfill their income goals. Source: DemandSage.
97. 54% of marketers view affiliate marketing as a top-three customer acquisition channel, while 20% consider it their single most successful channel for customer acquisition. Source: Pepperjam.
98. Customers who click through a brand's site via an affiliate publisher repeat purchases at a 21% higher rate. Source: Fintel Connect.
99. 34% of brands spend between 21% and 40% of their total marketing budgets on affiliate marketing. Source: Marketing Communications News.
100. The largest affiliate network, PeerFly, boasts over 250,000 affiliate accounts. Source: PeerFly.
Channel Sales Performance & ROI
101. 71% of respondents in a 2024 survey anticipated that partner-generated revenue will climb more than 10%, showing high confidence in channel growth. Source: Demand Gen Report (2024 Channel Partner Marketing Benchmark Survey.
102. One analysis showed a 34% increase in Annual Contract Value (ACV) on partner-influenced deals versus non-influenced deals, proving partners' influence in securing larger contracts. Source: Crossbeam.
Ecosystem-Led Growth
103. 73% of business leaders expect their companies to increase the number of large partnerships they engage in, suggesting strong alignment with overall company strategy. Source: McKinsey.
104. A staggering 75% of executives view ecosystem partnerships as a pivotal component for future growth, innovation, and driving digital transformation. Source: KPMG Survey.
105. 94% of organizations believe that their partner ecosystem will serve as an enabler for future competitive advantage and business resilience. Source: KPMG Survey.
106. The number one priority for partner engagement in 2025 is the strength of the relationship and the resources available to support the customer lifecycle, which hinges on technological compatibility. Source: Bridge Partners.
107. While the direct influence is complex, 48% of organizations state that Generative AI has influenced their ecosystem strategy and planning, relying on partners to deliver these capabilities. Source: World Economic Forum.
PRM & Partner Program Management
108. Historically, 60-65% of strategic partnerships fail due to reasons like misaligned goals and poor communication, justifying investment in structured management. Source: Mark Sochan, The Art of Strategic Partnering.
109. 39% of less efficient organizations report their resilience budget is not aligned with their needs, which often includes a lack of formal partner management strategy to mitigate market risks. Source: Grant Thornton.
110. McKinsey reported that marketplaces have grown more in three months during COVID-19 than the previous 10 years combined. Source: McKinsey.
111. Up to 60% of Marketing Development Funds (MDF) go unspent in some organizations, signalling a significant missed growth opportunity and justifying the need for better partner engagement tools. Source: Vendasta.
112. Microsoft has announced a US$4bn global commitment to AI education and training over the next five years through its new Microsoft Elevate initiative, demonstrating that partner education is the key to scaling complex, high-value products like AI. Source: AI Magazine.
113. Sales teams are improving their training programs for direct sellers and partners alike, a key strategy for delivering more value to customers. Salesforce Report (2025).
114. Nearly nine in 10 sales teams use partners currently, and among those who don’t, 58% expect to in the next year. Salesforce Report (2025).
115. 84% of sales pros say partner selling has a bigger impact on revenue than a year ago. Salesforce Report (2025).
Wrap Up
The data is unequivocal. Across industries, company sizes, and diverse markets, the 115 statistics we've explored paint a clear picture: a well-executed strategic alliance is one of the most reliable and powerful channels for sustainable growth. By thoughtfully leveraging a partner’s complementary strengths organisations can achieve a return on investment that far surpasses what they could achieve alone. The true value of a strategic alliance lies beyond the immediate financial gains; it's in the accelerated learning and expanded horizons that a trusted partnership provides.
Next Steps
If these statistics have inspired you to move past the why and focus on the how, your next step is to translate data into action.
- Objectively identify your organisation's greatest strategic weaknesses and determine the ideal partner profile: Check out our comprehensive guide into IPP.
- If a colleague or decision-maker still questions the value of alliances, share this report to give them the data they need to move forward with confidence.
What is the single biggest operational challenge your organisation currently faces? Use that answer to begin defining your ideal strategic alliance partner criteria, if you need help - feel free to reach out.