Hubspot Releases The State of Partner Ops and Programs Report, Detailing the Business Impact of Partner Ecosystems
HubSpot’s The State of Partner Ops and Programs report
highlights market insights based on a survey of over 650 partner
professionals and executives
HubSpot, the customer relationship management (CRM) platform for
scaling companies, today announced the publication of a new report
produced by Canalys, Partnership Leaders, and HubSpot, The State of
Partner Ops and Programs 2022, exploring how organizations leverage
partner programs for growth.
The channel business model has long been a critical part of many
organizations' go-to-market strategy. However, the role of partners
is shifting as B2B buyers spend less time interacting with a sales
representative and more time making purchases digitally. Still a
key driver of growth for many organizations, the transactional
channel is expanding to include a powerful ecosystem where
partners’ influence on the B2B buyer journey before, during, and
after the point of sale is recognized and valued.
Unfortunately, many organizations have a difficult time
implementing partner programs that meet the needs of the ecosystem
business model. A lack of partner operations expertise and mature
partner tech stacks are preventing organizations from putting the
processes in place to share data or track the true ROI of partners.
As a result, the transition away from the channel business model is
a challenge for most organizations, despite their belief in its
HubSpot’s The State of Partner Ops and Programs 2022 report
reveals findings on the partner types organizations prioritize, the
factors that contribute to increased partner driven revenue, how
partner technology is purchased, and the current top partner
operations and program challenges organizations face.
The report includes the following categories of market and data
● Partner Types
● Partner Programs
● Partner Operations
● Partner and Channel Technology
● Partner Driven Revenue
● Reporting Structure and Partner Team KPIs
Additionally, the report includes contributions from executives
at leading partner ecosystems, including Jeff Reekers, CMO at
Aircall, Chris O'Neill, Chief Growth Officer at Xero, John
Kosturos, Head of Channels and Alliances at ZoomInfo, and Connie
Wu, Head of Business Development at Asana, who share their insights
on the current state of partner ecosystems and share advice on how
to build a scalable partner program.
Below are key data highlights from the survey, conducted in
August - September 2022.
Highlights from HubSpot’s The State of Partner Ops &
Programs 2022 Report:
● 93% of enterprise organizations and 78% of all organizations
have a partner program.
● 65% of organizations view partnerships as essential to their
● 50% of organizations attribute 26% or more of their revenue to
● 40% of organizations don’t have any full-time partner
● 77% of organizations surveyed have technology partners.
Technology partners were ranked as the most important partner
● 90% of partner professionals who aren’t currently using
partner tech believe that their organization should start doing
“The transformative impact of partner ecosystems cannot be
overstated,” says Scott Brinker, VP of platform ecosystem at
HubSpot. “Not only do partners have a tremendous impact on an
organization's economic growth, but they foster an environment of
innovation and collaboration that benefits customers. Companies
committed to investing in partner operations and technology will
see outsized value as the business model continues to develop.”
Download a full copy of The State of the Partner Ops and
Programs 2022 report here.
The State of Partner Ops and Programs survey was conducted
online from August 24 to September 23, 2022. 664 professionals who
have knowledge of the partnerships or channel function at their
organization completed the survey.
HubSpot (NYSE: HUBS) is a leading customer relationship
management (CRM) platform that provides software and support to
help companies grow better. The platform includes marketing, sales,
service, operations, and website management products that start
free and scale to meet our customers’ needs at any stage of growth.
Today, more than 158,000 customers across more than 120 countries
use HubSpot’s powerful and easy-to-use tools and integrations to
attract, engage, and delight customers.
Named Glassdoor’s #2 Best Place to Work in 2022, HubSpot has
been recognized for its award-winning culture by Great Place to
Work, Comparably, Fortune, Entrepreneur, Inc., and more. HubSpot
was founded in 2006 and is headquartered in Cambridge,
Massachusetts. The company’s thousands of employees work across the
globe in HubSpot offices and remotely.
Learn more at www.hubspot.com.
version on businesswire.com: https://www.businesswire.com/news/home/20221108005258/en/
Erica Famojure HubSpot Communications Team email@example.com
Historical Stock Chart
Von Jan 2023 bis Feb 2023
Historical Stock Chart
Von Feb 2022 bis Feb 2023