New Research: How Top Enterprises Drive Growth Through Partner Ecosystems
Hi, it's Roman - welcome back to the Partner Insight newsletter.
Today we're diving into a major shift in how enterprises are leveraging partner ecosystems to drive growth. A new KPMG study reveals compelling evidence that partnerships have become mission-critical for enterprises to accelerate growth.
But before we dive in, 💡 a quick reminder that Cohort 9 of our Cloud GTM Leader Course starts January 14th - catch the early bird pricing before it ends this week. Join 150+ alumni who are already closing millions in marketplace deals.
Now, let's explore how leading enterprises are growing their partner ecosystems
How Top Enterprises Drive Growth Through Partner Ecosystems
Partnership ecosystems are no longer just a competitive edge—they’re a requirement for driving growth. KPMG's newly released study of 258 enterprise leaders (50% VP+) reveals striking evidence: 98% now operate formal partner ecosystems and 75% explicitly link these ecosystems to accelerating growth.
The momentum is undeniable: 76% of enterprises have expanded their partnerships in the last 3 years and 80% plan to grow them further. More telling is that half of enterprises are moving beyond traditional reseller relationships, signaling a fundamental evolution in how partnerships are being reimagined.
But beneath these topline numbers lies a more nuanced story about how leading enterprises are restructuring their partnership strategies to drive measurable outcomes in an AI-accelerated market
The Growth Imperative
Research on companies with $1B+ in revenue reveals a fundamental shift in how enterprises view partnership ecosystems—from tactical arrangements to strategic growth engines.
Partnership acceleration is concrete and measurable.
76% of enterprises reported growth of their partnerships over the past three years. This acceleration is driven by:
Technological advancements
Evolving market demands
Ecosystem restructuring or realignment
Ecosystems are now fueling growth strategies.
75% of enterprises believe their partnerships accelerate their growth strategy.
This isn’t gradual evolution—it’s a transformation.
How enterprises pursue growth through partnerships is equally revealing:
67% combine partner strengths to navigate industry shifts and position for growth.
65% leverage partner expertise for innovation and transformation.
57% focus on accessing the latest technology and driving operational efficiencies with partners.
The Partnership Mix: Tech Partners Lead
The distribution of partnership types types tells an interesting story:
84% of enterprises have technology partners in their ecosystems.
78% work with strategic/business partners.
52% engage with distribution partners.
While technology partnerships clearly lead, the narrow 6% gap between technology and strategic partnerships suggests that enterprises are no longer choosing between the two—they’re integrating both to drive growth.
The 52% adoption of distribution partners signals another important evolution. Traditional reseller relationships are being replaced by more sophisticated go-to-market strategies that increasingly involve digital channels and cloud marketplaces.
This shift highlights the rising importance of modern distribution ecosystems as enterprises seek to scale growth, streamline operations, and reach customers faster.
Ecosystem Management Maturity
It’s encouraging to see that 87% of enterprises now have at least basic guidelines for partnership management. More impressively, 61% of respondents report high maturity, with standardized processes in place and a clear understanding of their ecosystem’s value.
The Maturity Divide: A Cross-Industry Snapshot
Unsurprisingly, there’s a significant maturity gap in partnership capabilities across industries. The technology sector leads the way, showcasing what advanced ecosystem management looks like:
Technology: 81% of companies report high ecosystem maturity.
Healthcare: 58%
Financial Services: 37%
Consumer & Retail: 27%
The contrast is stark, but this maturity divide may not last long. An emerging trend toward cross-industry partnerships could accelerate capability growth across sectors. The signals are already here:
37% of enterprises expect increased focus on cross-industry collaborations over the next three years.
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The AI & Cloud Partnership Acceleration
Gen AI has had a significant impact on the ecosystem strategy and planning, with 48% respondents highlighting its influence.
The data reveals a clear picture of future enterprise top tech priorities tied to partnerships:
60% expect to rely on partners for Gen AI.
54% prioritize cloud technologies.
44% focus on SaaS solutions, tied with AI/ML for business capabilities.
This hierarchy doesn’t look coincidental—it signals a deliberate strategy. Enterprises are building layered technology partnerships that integrate:
Generative AI for innovation and transformative capabilities.
Cloud infrastructure for scale and operational flexibility.
SaaS solutions and AI/ML for targeted business capabilities and automation.
Scale and Scope of Ecosystem Expansion
Nearly 80% of companies are planning to expand their partner ecosystems, signaling a clear belief in the ROI of partnerships. However, this growth isn’t just about increasing partner numbers—it reflects a fundamental restructuring of partnership strategies.
Notably, 49% of enterprises are expanding partnerships “beyond traditional resellers and distributors”, shifting toward:
Technology partnerships
Strategic alliances
Co-innovation partnerships
The focus of another 32% of enterprises on expansion—combined with better incentive programs, co-selling, and co-creating growth strategies—suggests a maturation in how enterprises approach partner enablement and go-to-market alignment.
The Technology Compatibility Imperative
Technological compatibility is emerging as the #1 criterion for future partner selection, surpassing the current top factor—industry experience and expertise.
69% of enterprises are expecting increasingly integrated and technologically sophisticated partner ecosystems with more AI and automation.
57% expect expansion of digital collaboration and virtual ecosystems (marketplaces?).
KPIs & Measurement Imperative
The research highlights a critical gap in partnership strategy: while enterprises are rapidly expanding ecosystems, they are not measuring effectiveness consistently.
Enterprises’ top priorities for building ecosystems are clear:
Revenue and profitability growth (73%)
Innovation and technology advancement (67%)
Market expansion (63%)
In short, most organizations expect partnerships to drive higher growth.
These aren't surprising goals, but the gap lies in execution—only 36% of enterprises consistently measure ecosystem performance.
However, enterprises are expecting addressing this disconnect by shifting to:
63% focusing on outcome-based measurements
53% implementing comprehensive KPIs
43% introducing new value measurement techniques
Looking Ahead
The combination of growth-focused partner ecosystems, outcome-based measurements, and the rise of cloud marketplaces signals a new era: partnerships are becoming more sophisticated, data-driven, and tightly aligned with business outcomes.
Enterprises that embrace this shift will gain a clear competitive edge in the increasingly digital and AI-powered market landscape.
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