26% of sales in SaaS are now partner-led

Partner Ecosystem GTM

A post by

Roman Kirsanov

Apr 26, 2023

min read

Channel Partners

Cloud GTM

As 80% of SaaS companies have transformed their go-to-market strategy in recent years, an intriguing pattern emerges: 📈 the rise of #channel partner-led sales.

EY surveyed 500 senior executives, unveiling crucial insights:

Reliance on channel partners 🔺

High-touch direct sales 🔻 as they evolve towards low-touch sales motions

📊 26% of sales now stem from partner-led activities

"Portfolio of channel partners can help reach a broader ecosystem of agents, VARs, MSPs, integrators and #marketplaces' - creating opportunities for #growth.

💡 This shift is expected to only grow, as companies have to prioritize sales efficiency over growth and partner can help them scale cost efficiently.

For a deeper analysis, explore "How Partner-Led Strategies Drive Sales Efficiency and Expansion in SaaS"

Source: EY research

Scale to $100M+
via Cloud Marketplaces

Join 5,000 GTM leaders

Weekly Newsletter

Scale to $100M+
via Cloud Marketplaces

Join 5,000 GTM leaders

Weekly Newsletter

Scale to $100M+
via Cloud Marketplaces

Join 5,000 GTM leaders

Weekly Newsletter

Latest Insights & Analysis

We help our clients to define customer-centric strategies that stimulate innovation and create value

Read our Insights

Case Studies

Dec 22, 2025

Palo Alto x Google Cloud: $2B Marketplace crossed

Just as we’ve been tracking the “$2B Marketplace club”, Palo Alto Networks + Google Cloud announced a partnership expansion — and PANW crossing $2B in sales on Google Cloud Marketplace.