Expect Budget Growth
of B2B decision-makers anticipate increased marketing investments, signaling a prime time for partner fund expansion.
Potential ROI Growth
is achieved by enterprises that close data-decision gaps using advanced commercial analytics like MMM.
Adopt Hybrid Models
of enterprises now use a hybrid in-house/agency model to enable faster partner marketing execution.
The 2026 Budget Landscape: Where Partner Funds Fit
With marketing spend averaging 8-9% of total revenue, B2B companies are strategically allocating their growing budgets. Partner marketing initiatives fall within the largest slice: Programs.
Actionable Insight: Benchmark partner funds against the 23-42% program allocation and target 5-10% YoY growth tied to measurable partner-sourced revenue.
Average B2B Budget Allocation
AI & Analytics: The 5x Growth Engine
Enterprises are prioritizing technology to defend and optimize budgets. Marketing Mix Modeling (MMM) is the new “source of truth,” proving ROI beyond marketing and unlocking massive growth potential.
Top Enterprise Investment Priorities
48%
29%
28%
of martech spend is wasted due to low utilization. Optimize existing partner stacks before investing in new tools.