The Rise of Partner-Led Demand Generation
A deep dive into the strategies, challenges, and opportunities shaping the future of channel partnerships. Discover how a shift from volume to value is redefining success.
Prioritize Partner-Led Pipeline
of channel leaders rank it a top focus, shifting from lead volume to high-value conversion.
Report Capability Gaps
Limited partner marketing capability is the #1 barrier to success, followed by poor visibility (59%).
Launch 1:1 ABM with Partners
Top-tier partners are being enabled with scalable Account-Based Marketing content and motions.
What are the key challenges in partner-led demand generation?
Despite its potential, organizations face significant hurdles in capability, visibility, and alignment. Overcoming these is critical for unlocking partner-driven growth.
67%
59%
37%
29%
Emerging Trends Shaping the Future
AI & The Rise of Hybrid Engagement
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Only 30% of firms currently use AI for targeting, but adoption is growing. Autonomous agents are embedding into workflows for precision, while human-centric tactics like executive dinners are used to build trust and move high-value deals forward. This hybrid AI-human motion can lift conversions by 20-30%.
From Volume to Value: The ABM Impact
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The focus is shifting from generating a high volume of leads to enabling select partners with structured ABM, buyer group campaigns, and MQL/HQL demand centers. With 45% launching 1:1 ABM with top partners, the goal is to drive high-value pipeline with shared Target Account Lists (TALs) and real-time intent signals.
Orchestrated Co-Sell & Ecosystems
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Rising marketplace motions demand joint value propositions and full-funnel measurement. Success is no longer just about leads; it’s about unified dashboards tracking sourced/influenced pipeline, MQL-to-close rates, CAC, and LTV:CAC. This positions partnerships as a single, powerful revenue engine.
How to Improve Partner Experience & Engagement
Improving engagement is a top priority for 74% of leaders. The key lies in assessing partner maturity, providing scalable content, and creating clear visibility into performance.
Assess Go-to-Market Maturity
Formally assess partner capabilities to tailor enablement. Currently, 65% of companies do not do this.
Provide Scalable ABM & Demand Centers
Equip partners with structured campaigns, content, and tools like Sherpa’s Momentum Methodology for confident activation.
Unify Metrics & Visibility
Use integrated tools like Dealfront to provide full-funnel dashboards, aligning sales and marketing on shared revenue goals.
Expert Insights
“Pipeline is evolving from volume to value… enable the right partners to convert the right demand with targeting, content, and sales alignment.”
On the Shift to Value
“As AI handles routine interactions, human gaps matter more—F2F like executive dinners move deals faster by building trust no automation can.”
Director, Dealfront
Ready to Scale Your Partner-Led Pipeline?
Unlock the full potential of your channel partnerships with data-driven strategies that convert. Let’s build a high-value demand engine together.