B2B organizations are increasingly relying on partner ecosystems to fulfill buyer and customer expectations, advance innovation opportunities, and achieve corporate revenue and growth objectives. Forrester data reveals the 2025 partner ecosystem landscape and underscores its continued importance and growth.
Customer Obsession Is Fueling The Expansion Of Partner Ecosystems
As B2B organizations seek higher levels of customer obsession to maximize customer value and value to their business, the internal awareness and strategic importance of partner ecosystems is increasing. B2B buyers and customers continue to highlight preferences for working with partner ecosystems. This is leading supplier organizations to turn increasingly to a diverse array of partners to meet evolving buyer expectations and to accelerate innovation. This includes not only traditional partners but also expanding to include digital routes-to-market (RTMs), innovators, and influencers.
Forrester Data Reveals A Trifecta Of Future Partner Ecosystem-Driven Growth
Forrester’s most recent Partner Ecosystem Marketing Survey reveals:
Growth in the size of partner ecosystems: A majority of B2B partner ecosystem and channel marketing decision-makers report they expect expansion in the number of partners within their partner ecosystems. This growth is anticipated across all partner types/business models. The highest percentage of growth is expected with technology partners, distribution partners, and digital RTMs.
Growth in indirect revenue: A significant portion of B2B revenue is now driven through partners, and that is expected to increase. 67% of those surveyed plan for their indirect revenue—revenue transacted by partners—to grow above or significantly above last year (i.e., they expect growth to be >30% greater than the previous year).
Growth in partner influence to revenue: Partners are playing a more strategic role in shaping and assisting B2B customer decisions. Two-thirds of those surveyed report they expect partner-influenced revenue to grow above or significantly above last year (i.e., they expect growth to be >30% greater than the previous year).
What This Means For B2B Leaders
To continue to drive growth, B2B leaders must prioritize and invest in their partner ecosystem strategy and supporting functions to meet buyer and customer needs and preferences. The organizations that embrace this strategy will be better positioned to drive innovation, accelerate growth, and beat the competition in their industries.
Take The Next Step
To explore these insights in more detail, Forrester clients can read the full report, The State of Partner Ecosystems, 2025, and reach out to inquiry@forrester.com to schedule a guidance session to review your partner ecosystem marketing strategy.
