This research was conducted to better understand partner marketing efforts within the technology industry, associated benefits and challenges, and budgetary trends with the goal of providing actionable advice for partner marketers regarding those marketing efforts.

1. 2022 Foundry Partner Marketing Study
Data to benchmark your partner
or alliance marketing efforts
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Partnering
for success
This research was conducted to better understand partner marketing
efforts within the technology industry, associated benefits and
challenges, and budgetary trends with the goal of providing actionable
advice for partner marketers regarding those marketing efforts.

2. 2
Source: Foundry Partner/Alliance Marketing Survey, 2022
The value
of partner
marketing is
on the rise.
AND, it has executive-
level buy-in.

3. Budgets
reflect the
value placed
on partner
marketing.
Partner marketing activities make up
40% of overall marketing budgets
—up from 37% in 2019.
92% of companies plan to increase or
maintain this budget over the next year.
3
Source: Foundry Partner/Alliance Marketing Survey, 2022
Increase
72%
Up from 68%
in 2019
Remain
the same
20%
Down
from 21%
in 2019

4. 4
Mutual
dependencies
in partner
marketing
make it complex.
Source: Foundry Partner/Alliance Marketing Survey, 2022

5. Strong partner
relationships
are essential
but not easy.
5
Source: Foundry Partner/Alliance Marketing Survey, 2022
22% say a top challenge is managing or
aligning with partner expectations regarding
success measurement.
22% do not participate in partner marketing
programs because they could not establish
mutual goals with partners in the past.
23% blame misaligned goals and priorities
with partners for why their organization did
not receive value or was negatively
impacted by partner marketing.
Challenges with partners
Executives are squarely focused on partner
challenges, shown by the fact that 59% of
them use strong partner relations as a
measure of success.

6. 6
A diverse set of
objectives adds
to complexity.
Source: Foundry Partner/Alliance Marketing Survey, 2022
A successful partner marketing
strategy aims to not only increase
revenue but also cultivates new
customer and partner relationships
while driving brand awareness
and credibility.
32%
Attract new
customer
segments
28%
Increase
partner
engagement
30%
Increased sales
engagement or
joint selling
25%
Build credibility
and trust
29%
Generating
brand
awareness
24%
Demand
generation

7. 7
Source: Foundry Partner/Alliance Marketing Survey, 2022
Competing priorities, lack of strategy
and partner commitment are barriers
to partner marketing success.
31%
feel that their
organization has
too many competing
priorities when it
comes to partner
marketing.
25%
said a lack of
strategy is the
greatest challenge
to partner
marketing success.
24%
said a lack of
partner commitment
is a major
impediment to
success.
24%
feel their lack of
resources is a top
challenge.

8. 8
Source: Foundry Partner/Alliance Marketing Survey, 2022
Organizations with a defined partner marketing
strategy can take a longer-term view of their
efforts. Rather than focusing just on total
revenue, the top measure of success is increase
in number of actual customers, followed by strong
partner relationships (tied with revenue).
85% of marketers say that their
organization has a documented
partner marketing strategy—
up from 82% in 2019.
69% view partner marketing
as providing great value
(compared to 38% without a
strategy).
There are clear
benefits when a
strategy is defined.