Has Your Partner Demand Strategy Kept Up With Your Evolving Partner Ecosystem?
Forrester, Friday, October 16th, 2026
70% of partner marketing leaders plan to update their partner demand strategy as one-size-fits-all approaches fall short.
Forrester notes that B2B partner ecosystems are growing larger, more diverse and more complex, yet many organizations still apply one partner demand strategy across very different partner business models.
This causes misaligned investment, inefficient resources, weak engagement and missed demand targets, and Forrester's 2026 Partner Ecosystem Marketing Survey found that 70% of decision-makers plan to update their partner demand strategy within 12 months.
Partners differ in routes to market, offerings, influence and marketing capability.
Forrester therefore recommends its seven-key Ecosystem-Aligned Partner Demand Strategy Framework to tailor demand programs to how each partner creates value.