As a B2B Channel Marketing Agency, we’re very interested in the latest stats and trends that reflect the vendor and channel partner dynamic. Our clients often ask us about best practices and stats as they can be helpful when building a business case or when trying to create change within their company.

To help you keep pace with some of the latest data in B2B channel partner marketing, we’ve compiled a list of 20 intriguing statistics and charts from recent studies (there’s a lot of outdated info in many of the lists that we researched!) 

In working with dozens of enterprise OEMs and ISVs over the years, one of the biggest frustrations we often hear is around the lack of channel partner engagement. Gartner echoes this complaint, stating that, in the average channel program, only 20 percent of partners are engaged and producing.

But if you ask most suppliers, even that number is incredibly optimistic. They’ll even say (mostly off the record) that without their top 5 percent of partners, they might not have any significant channel revenues at all.

The SiriusDecisions Channel Operating Model is a comprehensive framework on the key processes and activities, by function, required to build, manage and grow a successful indirect business. As an agency, we use it with many of our clients when developing content and programs aimed at partners or their buyers.

The model originally debuted back in 2015 as the SiriusDecisions Channel Program Model and has undergone some minor revisions. In September 2017, a new version of the model was released. 

What percentage of your total revenues are sourced by your partner channel? Is there an opportunity to grow this number?

Regardless of how you answered the 1^st question, I’m sure the answer to the second question is a variation of “of course there’s an opportunity to grow it, but our channel team is really small and it’s hard to get the attention of our partners!”.