Article

Florian Gramshammer
Florian Gramshammer 19 March 2024

Mature Partnerships: The Revenue Stream You Need to Get to Know

Discover how high-maturity partnership programmes are driving growth, with a Forrester survey showing companies with mature partnerships see up to 28% revenue increase. Insights reveal the importance of investing in technology and the significant impact on global commerce, emphasizing strategic collaboration for future success.

Forrester surveyed decision-makers and practitioners responsible for partnership programmes at 454 companies in North America, Europe and Asia Pacific to better understand what separates the best from the rest.

The survey investigated how investing in partnerships will drive growth and showed the benefits of the partnership channel with 49% of respondents seeing a boost in revenue and 45% seeing a boost in brand awareness from their partnership programme initiatives in the past year. 

A high-maturity partnership channel can contribute up to 28% (on average) of overall corporate revenues.

To put it into perspective, it’s bigger than what paid search contributes, which is about 18% on average.

For an average company – it’s worth about $162MM more revenue annually versus companies that don’t focus on their partnership channel.

Thanks to a “maturity framework”, the study also revealed some interesting insights:

  • Mature partnership programmes yield better business outcomes. Most high-maturity companies exceed stakeholder expectations not only on revenue growth, but also on other key business metrics like stock price, bottom-line profitability, and the growth of their partnership programmes. 
  • Companies with high maturity get more of their overall revenue from partnerships. Partnerships contribute an average of 28% of overall company revenue for high-maturity companies, while low-maturity companies receive about 18% of their revenue from partnerships. 
  • Companies with mature partnership programmes grow revenue nearly 2X faster than others. Partnership channel revenue growth rates for high-maturity companies outpace low-maturity companies by more than double. 

This was based on four key themes which are drivers of partnership growth: people, process, technology, and breadth (in terms of partnership models and the number of partners).

By giving a maturity score based on respondent’s responses to survey questions, including factors such as size and region, we gain a deeper understanding.

Yes, high-maturity companies get the most from their partnership programmes, but they’ll need investment for the best results.

Technology is integral to supporting the partner lifecycle for a programme built from a diverse portfolio of partners.

62% of the companies surveyed believe implementing technology to optimise the partnership channel will be high priority or critical to driving success as part of a mature programme over the next 12 months.

Whether it’s influencers, B2B strategic partners, affiliates or more, partnerships provide a new way of doing business, collaborating with others to both reap the rewards of their customer base.

It’s therefore no surprise that partnerships now make up 75% of global commerce.

Many are already on board, but one thing is for sure, we can expect to see more brands unearth the power of the partnership into the next year and beyond.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
10 Daily Habits That Set High-Performing Designers & Marketers Apart

10 Daily Habits That Set High-Performing Designers & Marketers Apart

Discover the 10 daily habits that elevate designers & marketers to high-performance levels. Transform your routine for success today.

Nevilson Christian
Nevilson Christian 23 April 2024
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 3 April 2024
Read more
10 Factors that Influence Customer Buying Behaviour Online

10 Factors that Influence Customer Buying Behaviour Online

Now is an era where customers take the center stags influencing business strategies across industries. No business can afford to overlook factors that could either break the customer experience or even pose a risk of...

Edward Roesch
Edward Roesch 4 June 2018
Read more
How can marketers use AI in a responsible and human-centric manner?

How can marketers use AI in a responsible and human-centric manner?

Learn to balance technology with human creativity for ethical and effective marketing campaigns.

Chris Price
Chris Price 1 May 2024
Read more