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Partner referrals are only 10% of pipeline, yet they account for 31% of revenue. For top performers, the sales velocity delta of partnerships — the speed and efficiency at which deals are closed and generating revenue — is higher than other channels, yet out of companies surveyed by Pavilion and Ebsta, only 12% have a partnership program, meaning there’s revenue opportunities left on the table.

Leaders in B2B SaaS see the value in partnerships — and are increasingly leaning into them as a core GTM strategy. Notably, no respondents answered that their investment into partnerships is decreasing, signalling that partnerships are a non-negotiable contributor to revenue growth.Leaders in B2B SaaS see the value in partnerships — and are increasingly leaning into them as a core GTM strategy. Notably, no respondents answered that their investment into partnerships is decreasing, signalling that partnerships are a non-negotiable contributor to revenue growth.