KPMG's new research reveals a stark reality: intentional ecosystems drive growth, but accidental partnerships lead to missed opportunities.

KPMG surveyed 258 senior leaders at large organizations showing the major partner evolution happening across industries: 76% of respondents grew their partner ecosystem during the last three years.

Let's break down what the most successful ecosystem builders are prioritizing:

Profit remains the ultimate driver

73% of respondents cite increased profits as the primary attribute they seek in ecosystem partnerships. This correlates directly with 75% who say partnerships already fuel growth, innovation, and agility.

Market expansion creates new revenue streams

63% value partnerships specifically for market expansion capabilities. This explains why 80% of respondents are now looking beyond their sector to find complementary partners who can unlock new customer segments.

AI transformation is reshaping alliance strategies

69% of organizations plan to use partnerships to expand their AI capabilities over the next 1-3 years, making it a top priority for forward-thinking alliance leaders.

Cross-industry collaboration is breaking traditional boundaries

Organizations are abandoning the outdated "build vs. buy" mentality. Instead, 47% are co-creating technology solutions with partners, while 43% use strategic alliances to embrace new technological advancements.

The research also exposes a significant maturity gap:

While executives recognize the strategic importance of ecosystems, their management approaches haven't kept pace. Only 36% consistently measure partner performance, and 50% rely on basic frameworks rather than sophisticated ecosystem management approaches.

This presents a tremendous opportunity for alliance leaders:

Companies that move beyond sporadic partnerships to intentional ecosystems stand to create substantial competitive advantages.

For cloud GTM and partnership leaders, this research validates what many already intuitively know:

we're witnessing the evolution to strategic ecosystems where value is co-created across traditional boundaries and direct channels.

As cloud marketplaces continue their growth, they represent the perfect environment for this new partnership model - enabling multi-party value creation, AI-powered solutions, and cross-industry reach.

Q & A:

Q: It's interesting to see how AI transformation is becoming such a big part of alliance strategies. How do you think companies can better align their management approaches to keep up with the strategic importance of ecosystems?

My Answer: Companies should start with being intentional about their ecosystem as a growth lever. Also based on this research there are 3 key ways companies can align their management with AI-driven ecosystems:

1. Evolve beyond basic partners management frameworks (still used by 50%) to consistent detailed measurement. Most organizations track revenue (as they should), but AI partnerships also require metrics for innovation velocity and capability enhancement.

2. Structure your co-creation efforts. While 47% of organizations co-create tech solutions, AI partnerships specifically need clear data sharing protocols and joint development roadmaps to succeed.

3. Develop alliance leaders with cross-industry expertise. With 80% of companies looking beyond their sectors for partners, today's ecosystem managers need both technical AI understanding and broader business context.

Would you agree?

Research source