Business Leaders Virtually Unanimous In Forecast That Partner-Attributed Revenue Will Rise

B2B executives are nearly unanimous in their expectation that indirect sales and marketing programs will drive more revenue in 2022. According to the results of the second annual “Channel/Partner Marketing Benchmark Survey” conducted by Channel Marketer Report and Demand Gen Report, fully 96% of respondents expect to increase revenue directly attributed to their partner ecosystems this year.

Accordingly, most respondents anticipate gains in their individual primary measures of channel program success, which range from attributable revenue to account retention. More than a third (37%) expect to achieve a significant increase in their prioritized metric. In addition, 54% are confident that they will see a marginal increase in their primary measure of success.

Business leaders recognize that their initiatives may require more than a minor investment to achieve their goals. Fewer than 20% of the respondents describe their current program’s ability to sell and market through channel partners as very effective. Nearly two thirds acknowledge rate their channel sales and marketing support as only somewhat effective.

To ensure they achieve the goals set for their channel programs, respondents said they will ante-up more program-related funds. Nearly 70% of those surveyed are planning to increase money invested in channel marketing support.

Download the report at DemandGen Report to see all the results of this year’s survey.