• In Forrester’s Partner Ecosystem Marketing Survey, 2026, 75% of partner ecosystem marketing decision-makers reported their overall technology investments will increase in the next 12 months. • Among organizations already investing in a partner marketing automation platform (PMAP), 65% plan to increase their investment. • Even more telling, nearly 60% of organizations not currently using partner marketing automation plan to invest in this technology within a year. • This surge of investment reflects a broader shift in B2B go-to-market strategy. • As organizations increasingly rely on their ecosystem of partners to scale influence, revenue, and growth, partner ecosystem marketing leaders are stepping into a more visible - and more demanding - role. • The opportunity is significant, but so are the operational realities.
Article Summaries:
- Forrester’s 2026 Partner Ecosystem Marketing Survey shows a sharp uptick in partner‑marketing automation platform (PMAP) spending. 75 % of decision‑makers expect overall tech budgets to rise in the next year, and 65 % of current PMAP users plan to increase investment, while nearly 60 % of non‑users intend to adopt a PMAP within 12 months. The growth reflects a broader B2B shift toward partner‑driven revenue, though many teams still face resource limits and low partner marketing maturity. PMAPs aim to boost partner adoption, demand performance, and objective alignment, with AI now a key differentiator as vendors embed advanced analytics and automation to enhance ROI.
Sources: