Partner Enablement Statistics (2026)

This article compiles the most impactful partner enablement statistics and trends you need to know for 2026 and beyond.

The way companies sell through channel partners is undergoing a fundamental shift.

By 2025, 75% of all global B2B transactions will flow through channel partners—resellers, distributors, affiliates, and other third parties who represent your brand to customers. (Source: SP_CE [1])

But here's what makes this moment different...

The gap between companies that invest in partner training and those that don't has never been wider. Partners who complete certification programs earn 6× more revenue than those who skip training. (Source: PartnerStack [17]) Mature partner programs drive 2× revenue growth and contribute up to 28% of total company revenue. (Source: Forrester [8])

Yet only 25-33% of companies have a formal partner education program in place.

That's a massive missed opportunity.

From the rise of Education-Led Growth (ELG) to AI-powered personalization, this data-driven overview reveals how leading organizations are turning partner enablement into their most powerful competitive advantage.

Let's look at the partner enablement trends and statistics that will define 2025's channel ecosystem.

1. Partner Ecosystem & Channel Revenue

Channel partners have become the dominant route to market for B2B organizations. The scale of this shift is staggering—and accelerating.

• 75% of global B2B transactions will be conducted through channel partners by 2025, cementing indirect sales as the primary growth engine for modern enterprises. (Source: SP_CE [1])
• Nearly 80% of companies now use partner channels to generate income, making channel strategy a business-critical function. (Source: Continu [2])
• Partner ecosystems are projected to drive $80 trillion in annual revenue by 2030—one-third of total global revenue worldwide. (Source: McKinsey [4])
• Partner-delivered IT technologies and services exceeded $3.4 trillion in 2023, accounting for more than 70% of the global total addressable IT market. (Source: Canalys [5])
• IT spending via partners grew 3.7% in 2024, outpacing direct spending growth and signaling continued shift toward indirect channels. (Source: Canalys [5])
• 63.5% of companies report that channel partners contribute meaningfully to their annual revenue. (Source: Intellum [3])

Partner Ecosystem Trends for 2026

The message is clear: partners aren't a nice-to-have—they're how modern businesses reach customers at scale.

What's driving this shift? In a volatile economic environment, indirect channels offer a variable-cost model that allows vendors to expand market reach without the capital-intensive overhead of building direct sales teams.

But there's a catch.

65% of CMOs feel unprepared to manage their growing partner networks. (Source: Continu [2]) The organizations winning in this environment aren't just adding partners—they're enabling them with world-class training, tools, and support.

Partners today are "free agents" who juggle products from multiple competing vendors. They prioritize the vendors that are easiest to do business with. That means your partner training program isn't just about product knowledge—it's about earning mindshare.

2. Revenue Growth & Business Impact

The financial case for partner enablement isn't theoretical. Companies with mature partner programs consistently outperform their peers across every revenue metric.

• 71% of companies anticipated more than 10% growth in partner-generated revenue in 2024, with one-quarter expecting increases exceeding 20%. (Source: Demand Gen Report [6])
• 67% of B2B partner ecosystem leaders expect indirect revenue to grow more than 30% above previous year's levels in 2025. (Source: Forrester [8])
• Mature partner programs drive 2× revenue growth and contribute 28% of company revenue on average. (Source: Intellum/Forrester [3][8])
• Robust partner enablement yields +28% revenue growth compared to companies without enablement programs. (Source: Paperflite [10])
• High-maturity companies receive 28% of overall revenue from partnerships, compared to just 18% for low-maturity organizations—a 55% improvement. (Source: Impact.com [11])
• Microsoft: 95% of commercial revenue flows through its partner ecosystem. (Source: Microsoft Partner Blog [12])
• Cisco: 90% of bookings are generated through reseller partners. (Source: Continu [2])

The Economic Multiplier Effect

The relationship between vendor revenue and partner-generated opportunity isn't 1:1—it's exponential.

For every $1 of revenue generated by Microsoft:

• Service-led partners generate $8.45
• Software-development partners generate $10.93 (Source: IDC [15])

This multiplier effect explains why tech giants invest so heavily in enablement. Partners aren't just reselling products—they're creating value through implementation, consulting, managed services, and custom development.

Data-driven partner programs see 48% higher partner-influenced revenue growth than those operating without measurement and optimization. (Source: PartnerStack [17])

The bottom line? Companies that treat partner training as strategic infrastructure—not an afterthought—see measurably superior results.

3. Sales Performance & Deal Metrics

Beyond aggregate revenue, partner enablement directly impacts deal-level metrics: size, velocity, and win rates. Trained partners don't just close more deals—they close bigger, faster deals.

• Partner-involved deals average 32% larger than direct-only deals. Partners often bundle value, target the right customers, and add services that increase average contract value. (Source: Introw [18])
• Partner-attributed deals have a 2.8× higher win rate than non-partner deals. The trust and local expertise partners bring dramatically improve conversion. (Source: Introw [18])
• Partner-influenced deals are 53% more likely to close and close 46% faster than non-partner transactions. (Source: Crossbeam [19])
• Partner deals achieve 60% larger deal sizes than non-partner deals across multiple studies. (Source: Crossbeam [19])
• While partner referrals account for only 10% of pipeline, they generate 31% of revenue—demonstrating the outsized quality of partner-sourced opportunities. (Source: Qwilr [20])
• Partners contribute 58% of revenue generated by top-performing sales representatives. (Source: Crossbeam [19])

Sales Cycle Acceleration

In a market where average sales cycles have lengthened to 106 days (up from 98), partner leverage is increasingly valuable. (Source: Everstage [23])

• 70% of companies report that partner and customer education shortens sales cycles and nurtures leads more effectively. (Source: Intellum [9])
• Companies with significant channel motion (>30% revenue from channel) decreased average sales cycle by 25% between 2023 and 2024. (Source: ICONIQ Growth [21])
• Companies without channel motion experienced a 10% increase in sales cycles during the same period. (Source: ICONIQ Growth [21])
• Certified partners close deals 38% faster than non-certified partners on average. (Source: G2 [22])
• Partner enablement programs reduce customer acquisition cost by 15% on average. (Source: Paperflite [10])

Why This Matters

With B2B win rates hovering at just 20-21% and only 28% of reps meeting quota in 2023 (down from 44% in 2022), partners offer a proven path to better outcomes. (Source: Hyperbound [24])

When you equip partners with sales training and product knowledge, you're essentially multiplying your sales capacity without proportional headcount increases.

4. Training ROI & Certified Partner Performance

The revenue differential between trained and untrained partners represents one of the most compelling arguments for enablement investment. The data is unambiguous.

• Partners who completed training/certification earned 6× more revenue on average than those who did not. (Source: PartnerStack [17])
• Gusto's certified partners brought in 40% more clients within 90 days post-certification than non-certified firms. (Source: Intellum [3])
• Trained partners achieved 3×–15× growth in payroll services revenue after completing Gusto's People Advisory Certification. (Source: Intellum [3])
• Incentivizing partners to complete proper training programs drives a 48% increase in sales. (Source: Impartner [25])
• Companies see a $4.53 return for every dollar spent on sales coaching and training. (Source: Hyperbound [24])
• Effective coaching drives a 19-32% increase in win rates and a 21-28% improvement in quota attainment. (Source: Hyperbound [24])

Platform-Specific ROI Studies

Forrester Total Economic Impact (TEI) studies provide rigorous, third-party validation of enablement platform ROI:

(Sources: Absorb [28], Impartner [29], Partnerize [31], Partnership Leaders [30])

Continu customer GoPro achieved $1M+ in annual productivity savings by scaling global partner and customer training on a single platform. (Source: Continu [36])

Training Investment Trends

Companies in the top 25% for training investment see:

• 24% higher profit margins
• 218% more income per employee
• 26% stronger price-to-book ratios (Source: Training Industry [27])

The question isn't whether partner training delivers ROI—it's how much you're leaving on the table by underinvesting.

5. Education-Led Growth (ELG)

One of the most significant trends emerging in 2025 is Education-Led Growth (ELG)—the philosophy that educating your external ecosystem drives business growth.

Rather than viewing training as a cost center, ELG treats learning programs as a core part of go-to-market strategy.

• 70% of companies report that customer and partner education accelerates sales cycles and drives expansion revenue. (Source: Intellum [9])
• 75% of companies say education improves operational efficiency and increases product adoption. (Source: Intellum [9])
• 84% of organizations see improved retention rates when education programs span both customer and partner audiences. (Source: Intellum [9])
• 57% use education to reduce costs and scale operations more efficiently. (Source: Intellum [9])
• Companies embracing ELG strategies are 24% more likely to hit or exceed revenue targets. (Source: Partner2B [38])

Customer Education ROI (Forrester/Intellum 2024)

When organizations apply ELG principles to both customers and partners, the results compound:

• 96% of organizations report positive returns on customer education investments. (Source: Intellum [39])
• Average 372% ROI over 3 years with 7-month payback period. (Source: Intellum [39])
• 38.3% average increase in product adoption. (Source: Intellum [39])
• 35% increase in average lifetime value per trainee. (Source: Intellum [39])
• 28.9% increase in win rates for new customers. (Source: Intellum [39])
• 16% reduction in support requests. (Source: Intellum [39])

ELG Trends for 2026

ELG represents a perceptual shift: training isn't a support function—it's a "business-critical" growth lever.

The most successful organizations are building "unified academies" that serve both customers and partners with consistent, high-quality education.

When Customer Success and Product teams collaborate to deliver the same depth of knowledge to partners that power users receive, learner adoption rates increase.

Education-Led Growth treats partner training as a strategic engine for acquisition, retention, and expansion—not an operational afterthought.

This means integrating education into your marketing and sales funnel, measuring training impact on pipeline metrics, and treating your customer training and partner programs as extensions of your product experience.

6. Partner Onboarding & Time-to-Productivity

Every day a new partner isn't productive is lost revenue. Effective onboarding directly impacts how quickly partners generate value—and whether they stick around.

• Equipping partners with structured training cuts onboarding/ramp time by 40–52%. (Source: Intellum [3], Continu [40])
• The Knot Worldwide cut onboarding time by 52% after switching to Continu's modern LMS platform. (Source: Continu [40])
• Modern LMS implementation time: ~2 months vs. Legacy LMS: 7+ months. (Source: Continu [41])
• Time to ROI: Modern LMS 8 months vs. Legacy LMS 26 months. (Source: Continu [41])
• Reducing onboarding time by one month can increase first-year revenue contribution by 15-20%. (Source: Salesforce [26])

Support Burden Reduction

Trained partners don't just sell more—they require less hand-holding.

• Educated partners can handle more customer inquiries independently. Some firms saw 50% fewer support tickets by training partners effectively. (Source: Intellum [3])
• 75% of companies cite smoother customer onboarding as a direct benefit of education programs. (Source: Intellum [9])
• Channel managers report spending up to 15 hours per week answering basic partner questions—time that proper enablement could eliminate. (Source: SP_CE [1])

Onboarding Trends for 2026

The fastest-growing channel programs treat employee onboarding principles as the baseline for partner onboarding—then go further with role-specific learning paths, just-in-time resources, and AI-powered support.

The goal isn't just to train partners faster. It's to get them to their first deal faster. Every week you shave off the onboarding timeline is a week of additional revenue.

7. Partner Retention & Loyalty

Acquiring partners is expensive. Retaining productive ones is how you build a sustainable channel. Training plays a critical role in partner satisfaction and loyalty.

• Targeted enablement (including ongoing coaching) boosted partner retention by 30% in observed cases. (Source: Zinfi [42])
• 84% of organizations see higher customer renewal rates and loyalty thanks to education programs—a benefit that extends to partner relationships. (Source: Intellum [9])
• AI-driven LMS platforms deliver 26% higher employee retention compared to traditional systems—a pattern that holds for partner engagement as well. (Source: LearningOS [43])
• Highest-performing partners had an NPS of 61 (vs. average of 48), attributed to better enablement and support experiences. (Source: IDC [44])
• 78% of companies have a partner program and plan to rely on partnerships for future expansion. (Source: Kiflo/HubSpot [13])

The Retention Economics

Partners who invest time earning certifications are less likely to switch to competitors—the "sunk cost" of education creates loyalty.

But retention isn't just about preventing churn. It's about deepening engagement. A retained, well-trained partner often evolves into an advocate who sells more product lines, expands into new territories, and even mentors newer partners.

When partners feel supported through training, they're more likely to prioritize your products over competitors.

Companies that provide continuous learning opportunities—not just one-and-done onboarding—tend to enjoy higher partner retention and lifetime value. The investment in ongoing compliance training, product updates, and skill development pays dividends in partner loyalty.

8. AI in Partner Enablement

Artificial Intelligence is reshaping partner enablement in two ways: AI is both the subject of training (partners must learn AI solutions) and the mechanism of training (AI delivers personalized learning at scale).

• 82% of organizations plan to increase investment in AI-driven training solutions by 2025. (Source: PwC/LearningOS [43])
• 95% of customer education teams plan to leverage AI within the next 12-18 months (up from 51% currently). (Source: Intellum [39])
• 36% of organizations now use AI to create customer education content (up from 0% in 2019). (Source: Intellum [39])
• 81% of sales teams now use AI in some capacity for coaching, content creation, or performance analysis. (Source: Hyperbound [24])
• 70% of sales operations professionals use AI for real-time selling advice. (Source: Hyperbound [24])

AI-Driven Training Impact

• AI-powered LMS implementations achieve 30% reduction in time spent managing training programs. (Source: Gartner [51])
• Organizations save an average of $1.3 million annually by adopting AI for training operations. (Source: Statista [52])
• Personalization capabilities powered by AI generate 35% boost in engagement and 27% lift in course completion rates. (Source: WorkRamp [37])
• Adaptive learning technologies improve engagement by 60% and boost learning outcomes by 30%. (Source: WorkRamp [37])
• Teams using AI-powered sales tools triple their outbound calls and lift live-answer rates by up to 40%. (Source: Kixie [53])

AI Learning Agents

Modern partner enablement platforms now incorporate AI Learning Agents—like Continu's Eddy—that act as conversational knowledge concierges.

Partners can ask questions in natural language ("What are the product specs of GoPro’s newest camera?") and receive instant, contextually relevant answers drawn from training content.

This "just-in-time" enablement is far more effective than forcing partners to search through static folder structures.

AI is moving beyond "coaching" to "agency"—AI agents that can execute tasks on behalf of partners, from customizing pitch decks to drafting outreach emails.

The organizations investing in AI-powered enablement today are building competitive moats their competitors will struggle to replicate.

9. Partner Training Platforms & Technology

The technology infrastructure supporting partner enablement is undergoing a revolution. A stark divide has emerged between legacy Learning Management Systems and modern, agile platforms.

Market Size & Growth

(Source: G2 [47], Grand View Research [48])

• Cloud platforms hold 70% market share in the LMS category. (Source: Grand View Research [48])
• 74% of organizations use LMS for compliance and workforce upskilling. (Source: G2 [47])
• 69% of partner ecosystem leaders plan to increase PRM investments. (Source: Forrester [8])

Legacy vs. Modern LMS Performance

The performance gap between legacy and modern platforms is dramatic:

Platform Trends for 2025

The market is bifurcated between legacy "systems of record" and modern "systems of action." Legacy systems struggle to meet the dynamic needs of extended enterprise training—characterized by long implementation times, high costs, and poor user interfaces.

Modern platforms are cloud-native, API-first, and designed with consumer-grade user experience. Features like Smart Segmentation, AI-powered recommendations, and native integrations with Slack, Zoom, and CRM systems have become table stakes.

The stat that 99% engagement for modern platforms vs. 11% for legacy represents a paradigm shift. When the friction of accessing training is removed, partners actually want to learn.

10. Industry-Specific Results

Partner enablement delivers measurable results across every major industry. Here's what the data shows:

Technology & Software

• CloudNC boosted reseller growth by 300% in 6 months with PRM automation. (Source: Impartner [29])
• Pivot3 expanded registered deals by 275% in first year. (Source: Impartner [29])
• Vertiv drove $800 million worth of partner deal registrations. (Source: Impartner [29])
• Apollo's partner program contributes 10% of total company revenue in just two years—managed by a one-person team. (Source: PartnerStack [59])
• Breezy HR achieved 45% year-over-year increase in partnership-driven revenue. (Source: PartnerStack [59])

Manufacturing & Distribution

• One US manufacturer documented $9.48 million in sales revenue as direct result of a 4-month distribution channel management program. (Source: Performance Based Results [61])
• 78% sales increase across all five product lines after channel training implementation. (Source: Performance Based Results [61])
• Distributor agencies increased meeting performance targets from 72% to 93%. (Source: Performance Based Results [61])
• Manufacturing supervisor training showed $250,470 total ROI from 11 supervisors—a 46:1 return. (Source: Training Industry [27])

Financial Services

• 91% of financial services professionals have advocated for new enablement technologies. (Source: Seismic [35])
• 87% plan to increase investment by an average of 36% going into 2025. (Source: Seismic [35])
• 98% believe AI integration will drive a 52% increase in revenue over the next five years. (Source: Seismic [35])
• MarshBerry benchmarking: top 25% of member firms deliver average annual organic growth of 14.2% vs. 5.9% for non-member firms. (Source: MarshBerry [63])

Healthcare & Medical Devices

• VR training research: 70% of healthcare workers using simulation performed correct sequences after just one practice attempt vs. 20% in control group—350% improvement. (Source: Accenture [64])

Franchise & Hospitality

• FranConnect clients report franchise sales cycles decreased by nearly 50%. (Source: FranConnect [66])
• Marriott reduced food waste by 15% through training programs. (Source: Graphy [67])
• Accor Group increased profitability by 6% across North American locations. (Source: Graphy [67])

11. Marketing Investment & Program Strategy

How companies allocate budget and structure their partner programs directly impacts results. The data reveals clear patterns separating high performers from the rest.

• On average, 37% of B2B marketing budgets are devoted to partner marketing activities. (Source: Foundry [45])
• 62% of companies planned to increase partner marketing and training budgets in 2024. (Source: Foundry [45])
• Companies with formal partner strategies report far higher ROI satisfaction: 93% vs. 68% for ad-hoc approaches. (Source: Foundry [45])
• Almost 90% of partners rank in-person events as a very important element of their strategy—highlighting the continued value of hybrid enablement. (Source: The Channel Company [46])

Measurement Challenges

• 89% of partner marketers still experience barriers to measuring partner engagement. (Source: Foundry [45])
• 71% of partner marketers find it challenging to utilize marketing development funds (MDF) effectively within required timelines. (Source: Foundry [45])
• 50% of all prospect engagement is generated with just 10% of sales enablement content—underscoring the need for quality over quantity. (Source: G2 [22])

Program Strategy Trends

The organizations seeing the best results aren't just spending more—they're spending smarter. That means:

1. Formalizing partner strategy (93% vs. 68% ROI satisfaction)
2. Investing in measurement to connect training to revenue
3. Curating content ruthlessly to focus on high-impact assets
4. Combining digital and in-person engagement for maximum effect

Training enablement should solve the "MDF utilization" problem. When partners are trained on how to execute campaigns—not just what products to sell—marketing funds get deployed more effectively.

12. Future Trends (2026 and Beyond)

Looking ahead, several trends will define the next phase of partner enablement evolution.

The Self-Educating Buyer

• B2B buyers complete up to 68% of their research journey before speaking to a salesperson. (Source: Kixie [53])
• 80% of sales interactions are projected to occur in digital channels by 2025. (Source: Kixie [53])

This forces partners to evolve from "gatekeeper of information" to "strategic consultant." If buyers already know specs and pricing, partners must add insight, context, and customization. Enablement programs must pivot from feature-dumping to insight selling.

The "Trust Premium"

• Transparency is becoming a competitive differentiator for 2026. (Source: AchieveUnite [69])
• Partners are increasingly wary of opaque program mechanics. (Source: AchieveUnite [69])

Organizations that share scorecards openly—showing partners exactly what they need to learn to earn more—will win mindshare over those with black-box programs.

Sustainability & ESG Enablement

• ESG enablement is becoming mandatory for top-tier partner status. (Source: Channel Technologies [70])
• New certifications in sustainability are expected to become required. (Source: Channel Technologies [70])
• Customers are demanding green supply chains. (Source: Channel Technologies [70])

This creates a new curriculum requirement: partners must be trained on sustainable solutions, lifecycle management, and ESG reporting.

The "Agentic AI" Future

• AI is moving beyond "coaching" to "agency." (Source: Disco [71])
• AI agents will execute tasks on behalf of partners—from identifying opportunities to drafting personalized outreach. (Source: Disco [71])

This redefines enablement from "teaching someone to fish" to "handing them the fish." By 2026, expect AI agents that can customize pitch decks, identify whitespace opportunities, and draft communications—with partners just approving and sending.

Major Vendor Investments

• Cisco invested $80 million in partner enablement for Cisco 360 Partner Program. (Source: PartnerStack [82])
• IBM is targeting 50% partner-generated revenue (up from 30%), with 70,000+ participants enrolled in IBM skilled courses across partner organizations since October 2022. (Source: PartnerStack [82])

When industry giants invest at this scale, it signals where the market is heading.

The Future of Partner Success is Enabled

The statistics paint a clear picture: partner enablement has moved from operational overhead to strategic imperative.

What started as product training manuals has evolved into sophisticated, AI-powered ecosystems that drive measurable business results.

The numbers are unambiguous:

• 6× revenue for trained vs. untrained partners
• 2.8× higher win rates for partner-attributed deals
• 46% faster deal closure
• 32% larger average deal sizes
• 296-490% ROI from enablement platform investments

But here's the most important trend emerging from these statistics...

The future of partner enablement isn't just digital—it's personalized, continuous, and integrated into the flow of work.

Organizations leading the charge are implementing:

1. AI-powered learning platforms that deliver personalized content based on role, certification status, and deal context
2. Education-Led Growth strategies that treat training as a revenue engine, not a cost center
3. Modern LMS platforms with 99% engagement (vs. 11% for legacy systems)
4. Unified academies that serve partners and customers with consistent, high-quality education
5. CRM-native enablement that connects learning data directly to sales outcomes

As we move through 2026, the organizations that thrive will be those that recognize partner enablement as their most leveraged growth investment.

With partner ecosystems projected to drive $80 trillion in annual revenue by 2030, the question isn't whether you can afford to invest in partner training.

It's whether you can afford not to.

References

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