Here's a fact that both partnership and marketing leaders can’t ignore. Partnerships have become the 📈 fastest-growing channel over the last 3 years according to the renowned The CMO Survey.
The CMO Survey, led by Professor Christine Moorman of Duke University - The Fuqua School of Business, has extensively covered marketing trends and strategies for 30 years, focusing on insights from marketing leaders.
This year, its research on marketing trends unveiled interesting shift in how CMOs use partnerships for growth.
📊 Compared with 2020:
Organic growth, driven by internal marketing efforts, continues to dominate growth strategies, but there's a subtle dip.
At the same time, partnerships have risen from 11.4% to 12.5% and now the second largest source of growth.
Even more compelling, partnerships are not just thriving in one area - they're expanding across all categories:
B2B Product: +2.5%
B2B Services: +23.2%
B2C Product: +6.3%
B2C Services: +43.1%
✅ The changing landscape doesn't stop here.
Over the past 3 years 61.2% of businesses expanded their channel reach.
Interestingly the number one area where 64.7% CMOs need to improve is
using data insights across channels.
💡 Partnerships as a growth strategy are on the rise, and CMOs clearly recognize that. This data also aligns with findings from other research I've shared.
So, the questions are:
How are you facilitating collaboration between partnerships and CMOs?
And how are you making your channels more data-driven?
__________
📈 Accelerate your Growth in Cloud Marketplaces
Transform your marketplace strategy with first-hand insights from Cloud GTM leaders in our 5-week cohort course. Learn in a community of great alliance leaders. Join 100+ alums from companies like GitLab, Darktrace, IDC and others.
Comments