Multi-touch is the most common partner attribution method for senior leaders in B2B SaaS

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Multi-touch is the most common partner attribution method for senior leaders in B2B SaaS

Chart

How do you attribute revenue generated through partners?

The State of Partnerships in GTM 2026 by PartnerStack and Wynter | September 2025

Insight

While attribution is a challenge for many marketing and partner teams, senior marketing and partner leaders in B2B SaaS are mostly tracking revenue generated by partners through multi-touches across the entire customer journey. Some focus on first-touch (31%) while others are focused on the last-touch (19%).

Key Metric

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B2B companies attribute revenue generated through partners with multiple touches across the entire customer journey

ACTION

Struggling to accurately track partner contributions to closed deals? Learn more about how senior leaders in SaaS are doing it in PartnerStack’s latest report with Wynter, The State of Partnerships in GTM 2026.

Learn more about PartnerStack

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SOURCE DATA

Where we get our data

This proprietary ecosystem data is analyzed and synthesized into insights from our network. It is anonymized.

PartnerStack Research Lab uses primary but fully anonymized data sourced from our ecosystem to gain rich insights into possibilities for growth in partnerships. We processed and analyzed this anonymized data to provide ecosystem benchmarks that help to seek answers within the partnerships industry.

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Growth in revenue seen by the average PartnerStack customer

In revenue driven by partners on PartnerStack in the past year

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Year-over-year growth in partner acquisition

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ORIGINAL RESEARCH LAB REPORT

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