Original research
Channel partner program research: what 130 channel leaders told us
In a survey of 130 channel leaders across more than 20 industries, conducted by Xzito with the research firm Audience Audit, only 28% of organizations used a partner relationship management (PRM) system, 69% of channel managers said they received little or no training, and onboarding new partners was the lowest-rated part of channel performance (37%). Companies most committed to their partners were the most likely to have a documented channel marketing strategy (98%).
Key findings
- Only 33% of organizations "definitely" have a documented channel marketing strategy, compared with 47% for a documented channel sales strategy.
- 98% of partner-focused companies have a documented channel marketing strategy, at least in part.
- Only 28% of organizations use a PRM system; 54% do not and 18% are not sure. Among PRM users, 72% call it very or extremely helpful.
- 69% of channel managers received little or no training when they started supporting partners, and only 24% feel they "definitely" got the training they needed.
- Onboarding is the weakest area: only 37% rate their organization highly at onboarding new partners, versus 64% for supporting current partners.
- Identifying good partners is the most common challenge (42%).
- 45% of organizations find new partners because partners contact them first.
- Sales supports channel partners in 83% of organizations and marketing in 67%; channel management reports to sales in 66%.
About the study
Xzito partnered with Audience Audit, a research firm specializing in attitudinal segmentation, on a 15-minute survey of 130 channel leaders across more than 20 industries. The goal was to understand how partner managers see their strategy, technology, internal training, partner performance, and partner recruiting. Results carry a margin of error of ±8.6% at a 95% confidence level. The report was published in October 2022.
The study found no statistically significant differences by respondent age, job responsibilities, organization size, selling method, or type of channel partner. Distributors were the most common partner type (44% of respondents), followed by agents (28%).
Three attitudes toward channel partners
Respondents fell into three groups based on their commitment to partners. That attitude, more than company size or industry, shaped their channel sales and marketing strategy.
- Self-focused 37% of respondents
- Still deciding how partnerships fit their brand and revenue goals. They may have a partnerships page but no staffed program, and they are less likely to see partners as essential to growth.
- Partner-focused 34% of respondents
- Committed to growing partnerships for brand visibility and revenue, with a well-defined program. They choose right-fit partners and invest in partner marketing.
- Customer-focused 29% of respondents
- Open to partnerships only when customers prefer a partner or the sale requires one. They are not actively seeking or enabling partners.
The data
Do organizations have a documented channel strategy?
47% "definitely" have a documented channel sales strategy, but only 33% "definitely" have a documented channel marketing strategy.
| Response | Share of respondents |
|---|---|
| Channel sales strategy: definitely documented | 47% |
| Channel marketing strategy: definitely documented | 33% |
| Channel marketing strategy: "sort of" | 44% |
| Channel marketing strategy: little or none | About 20% |
Which departments support channel partners?
Sales (83%) and marketing (67%) are the departments that most often support channel partners.
| Response | Share of respondents |
|---|---|
| Sales | 83% |
| Marketing | 67% |
| Operations | 24% |
| Executive | 21% |
| Finance | 18% |
Who does the channel management team report to?
Channel management most often reports to sales (66%), followed by marketing (39%).
| Response | Share of respondents |
|---|---|
| Sales | 66% |
| Marketing | 39% |
| Operations | 30% |
| Executive | 17% |
| Finance | 9% |
What support do organizations offer channel partners?
Strategic marketing and sales consulting (50%) and partner training resources (43%) are the most common kinds of partner support.
| Response | Share of respondents |
|---|---|
| Marketing and sales strategic consulting | 50% |
| Channel partner training resources | 43% |
| Partner events or conferences | 35% |
| Clear incentive and earning structure | 34% |
| Partner portals | 33% |
| Websites for channel partners | 33% |
| Loyalty programs | 31% |
| Co-op marketing funds | 28% |
| White-label marketing materials | 20% |
| Mobile app for partners on the road | 18% |
Do organizations use a PRM system, and does it help?
28% use a partner relationship management (PRM) system. Of those, 39% call it extremely helpful and 33% very helpful.
| Response | Share of respondents |
|---|---|
| Uses a PRM | 28% |
| Does not use a PRM | 54% |
| Not sure | 18% |
| PRM users: extremely helpful | 39% |
| PRM users: very helpful | 33% |
| PRM users: somewhat helpful | 24% |
| PRM users: not very helpful | 3% |
How much training do channel managers receive?
69% of channel managers received little or no training when they started supporting partners; only 24% feel they definitely got the training they needed.
| Response | Share of respondents |
|---|---|
| A lot of training | 31% |
| A little training | 58% |
| No training | 11% |
| Got the training needed: definitely | 24% |
| Got the training needed: mostly | 53% |
| Got the training needed: not really or not at all | 23% |
How many people support channel partners, and where do they come from?
36% of organizations have ten or fewer people supporting partners and 23% have more than 50. Partner-support roles are most often filled from internal sales (49%) and marketing (45%).
| Response | Share of respondents |
|---|---|
| 10 or fewer people | 36% |
| More than 50 people | 23% |
| Hired from internal sales | 49% |
| Hired from internal marketing | 45% |
| Hired from other organizations that sell through partners | 45% |
| Hired from competitors | 33% |
How do organizations rate their channel performance?
Organizations rate themselves highest at supporting current partners (64%) and lowest at onboarding new partners (37%). 53% "definitely" monitor partner financial results.
| Response | Share of respondents |
|---|---|
| Supporting current partners | 64% |
| Maximizing the value of partner relationships | 50% |
| Training partners | 47% |
| Finding quality partners | 45% |
| Onboarding new partners | 37% |
| Definitely monitor partner financial results | 53% |
What are the biggest channel partner challenges?
Identifying good partners (42%) is the most common challenge, followed by adapting to retail changes, direct-versus-channel conflict, and getting enough resources (38% each).
| Response | Share of respondents |
|---|---|
| Identifying good partners | 42% |
| Adapting to changes in the retail environment | 38% |
| Conflicts between direct sales and channel sales | 38% |
| Getting enough resources for channel sales and marketing | 38% |
| Measuring channel partner performance | 37% |
| Ensuring partnerships are profitable | 36% |
| Tailoring content to different partners | 36% |
| Conflicts between different partners | 35% |
| Getting information to partners in a way they engage with | 35% |
| Retaining existing partners | 18% |
How do organizations find new channel partners?
45% say interested partners contact them first. Conferences and trade shows (39%) and direct prospecting (36%) are the next most common sources.
| Response | Share of respondents |
|---|---|
| Interested partners contact us | 45% |
| Conferences or trade shows | 39% |
| Direct prospecting | 36% |
| Colleagues | 35% |
| Industry associations | 34% |
| Thought leaders in the industry | 34% |
| Internal research | 31% |
| Consultants or vendors | 28% |
| Social media | 27% |
| Industry publications | 24% |
Source: Xzito and Audience Audit, Multi-Industry Channel Partner Report (October 2022), survey of 130 channel leaders across 20+ industries.
FAQ
Channel partner research FAQ
In Xzito's survey of 130 channel leaders, 28% said their organization uses a partner relationship management (PRM) system, 54% said it does not, and 18% were not sure.
Identifying good partners was the most common challenge, cited by 42% of channel leaders. Retail changes, direct-versus-channel conflict, and getting enough resources followed at 38% each.
69% of channel managers said they received little or no training when they started supporting partners, and only 24% felt they definitely got the training they needed.
45% said interested partners contact them first. Conferences and trade shows (39%), direct prospecting (36%), colleagues (35%), industry associations (34%), and industry thought leaders (34%) were the other common sources.
Xzito ran the survey with Audience Audit, a research firm specializing in attitudinal segmentation. 130 channel leaders across more than 20 industries completed a 15-minute survey. Results carry a margin of error of plus or minus 8.6% at a 95% confidence level. The report was published in October 2022.
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