Original Data From PartnerStack and Wynter Reveals the State of Partnerships in GTM 2026

Toronto — September 29, 2025 

PartnerStack and Wynter announce the release of The State of Partnerships in GTM 2026, a new industry report that provides the data on how top SaaS companies are embedding partnerships in go-to-market operations.

PartnerStack, a partner ecosystem platform made for B2B SaaS and Wynter, a B2B message testing and research platform, have partnered to provide authoritative and original data-driven insights on the role of partnerships in go-to-market success to help revenue leaders unlock smarter scale.

Using Wynter’s platform, 100 senior leaders — comprised of revenue leaders, marketing executives and partnerships leaders — from B2B SaaS ($50M+ companies) were surveyed, and their responses were analyzed and synthesized into the original data report, authored by PartnerStack.

The initiative, led by PartnerStack’s Director of Content Marketing, Chloe Tse, and Wynter’s Head of Content Marketing, Martha Whiting, leverages the unique expertise of both SaaS companies and is described as a partnership "made in ecosystem data heaven". 

“Wynter delivers insights from verified B2B decision-makers in under 48 hours. PartnerStack builds the tech that powers partnerships. Together, we're showing you what your actual target buyers think about partner programs, and what drives real results," says Peep Laja, CEO of Wynter.

The report highlights where partners add the most value and where challenges still exist, in order to equip revenue leaders with insights to maximize partnerships for lasting growth into 2026.

“B2B SaaS is a fast-paced, ever changing industry — and partners are key for your GTM motions. Partnerships are no longer optional — they're foundational and important for revenue success. There's data now to prove this,” Tse shares.

The exclusive research and data shared in the report validates what partnership professionals already felt, but didn’t always have the data to back up — until now.

Noteworthy trends from the report include:

• Partners reduce churn. Nearly three quarters of SaaS companies (74 per cent) note partners are essential to customer satisfaction, driving customer expansion and
  Retention.
  
• AI is reshaping partner tech. Almost half of senior leaders (49 per cent) predict that AI will hit peak value for partnerships when it can improve partner and account targeting and management, with early adopters poised to surge ahead in market.
• ‍Investment in partnerships is increasing. The report found that 69 per cent of SaaS companies are planning to increase their investment in partnerships in the coming year. What’s more — for nearly one-third of SaaS companies (30 per cent), partnerships are a top strategic priority for 2026.

“This report reinforces that partner tech has become a strategic, high-impact GTM tool for accelerating sales cycles, boosting deal size and improving retention,” says Bryn Jones, CEO, PartnerStack.

The 48-page report is packed with first-hand testimonials from senior leaders, original data charts and bite-sized data points that provide revenue and partner leaders a strategic roadmap for how to grow B2B SaaS partnerships. 

The State of Partnerships in GTM 2026, available as a free download on PartnerStack’s website, is part of PartnerStack’s Research Lab, which provides original data, reports and charts that promote growth through indirect channels by sharing actionable insights and leveraging power of the PartnerStack Network.

Building on the insights shared in PartnerStack’s previous influential report, Women in SaaS 2025, Tse shares, “We already know that women keep the ecosystem operating in SaaS — but now, we have the data to prove that partnerships are foundational for go-to-market success.” 

Download the free report now: The State of Partnerships in GTM 2026.

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About PartnerStack

PartnerStack's complete partner ecosystem platform helps SaaS companies accelerate revenue by providing the infrastructure needed to efficiently manage any B2B partner program. Businesses can recruit, activate and optimize their entire partner ecosystem — affiliate, co-sell, influencer and customer referral programs — while also tapping into the world's largest B2B partner network of over 123,000 active partners.

About Wynter

Wynter is a B2B message testing and research platform that helps SaaS and tech companies understand how their buyers perceive their messaging, positioning, and brand. With a 70,000+ verified B2B panel, Wynter delivers fast insights in 12-48 hours across messaging tests, ICP research and brand tracking.