In Room-For-Improvement Channel Programs, B2B Executives See Opportunity To Drive More Revenue With Partners In 2022
B2B executives are nearly unanimous in their expectation that indirect sales and marketing programs will drive more revenue in 2022. Fully 96% of respondents to the second annual "Channel/Partner Marketing Benchmark Survey" conducted by Channel Marketer Report and Demand Gen Report said they expect to increase revenue directly attributed to their partner ecosystems this year.
Accordingly, most respondents anticipate gains in their individual primary measures of channel program success, which range from attributable revenue to account retention. More than a third (37%) expect to achieve a significant increase in their prioritized metric. In addition, 54% are confident that they will see a marginal increase in their primary measure of success.
Download the full report to see all the results of this year's survey.