Wynter

Most companies think partnerships = referrals. They're missing the bigger picture. Using Wynter, we surveyed B2B SaaS leaders with PartnerStack about where they actually use partners in their go-to-market strategy. Turns out, it's everywhere. 80% use partners for strategic alliances and channel sales. 74% bring them into customer expansion and retention. 63% use partners to speed up active deals. Partners are helping close deals faster, expand accounts, and keep customers around longer. The companies seeing the best results? They're not limiting partners to one motion. They're weaving them throughout the entire buyer journey. If you only think of partnerships as a lead source, you're using about 20% of what they can do. Read the full report: https://lnkd.in/d-U_Gr7v

We partnered with PartnerStack to ask senior leaders at growing SaaS companies what's holding back their partnership revenue. 37% said the same thing: Our internal teams aren't on the same page. 14% don't know what impact their partners are having. 9% can't get executive buy-in. The partnerships team is driving revenue, but the rest of the company doesn't understand how it works or why it matters. The good news? This is fixable. Get your revenue, marketing, and product teams aligned on partnership goals first. The right partners will follow. When everyone in your company understands the value partners bring, that's when things start working. Remember: The strength of your partnership program depends on how aligned your team is. Read the full report: https://lnkd.in/d-U_Gr7v

As we head into 2026, partnerships aren’t a nice-to-have for SaaS companies anymore, they’re a core driver of a high-performing revenue engine. The challenge is proving their impact. Chloe Tse, Director of Content Marketing at PartnerStack, and Martha Whiting from Wynter will share findings from their joint research with 100 B2B SaaS senior leaders, research that quantifies what’s working, and what’s not, in B2B partnerships. Join us for a 30-minute masterclass revealing: • How one cold email turned into a full research report, 10 additional content assets, and a long-term content flywheel • The biggest lessons from our research and the outlook for partnerships in 2026 • Why 69% of companies are increasing partnership investment in 2026 The free online workshop is this Wednesday, October 8th, 10:00am CT. Register here: https://lnkd.in/eayfga8R

35% of B2B SaaS leaders say they'd spend their next $100K on partnerships headcount. In our partnership with PartnerStack we used Wynter to ask 100 senior leaders at $50M+ revenue companies how they'd invest in ecosystem-driven growth. They picked people over everything else. 35% picked talent first, hiring dedicated partnerships roles or expanding their teams. Their message is clear: you can't build real partnerships when your marketers are juggling 17 different jobs. Tools matter (many leaders said they'd also invest in a solid PRM). But the foundation is having skilled people who actually own the strategy.

69% of B2B SaaS leaders are increasing their investment in partnerships next year. The other 31%? They're maintaining their current spend. Zero said they're cutting back. We partnered with PartnerStack and used Wynter to survey 100 senior leaders at B2B SaaS companies. The message was clear: partnerships are core to how companies plan to grow revenue in 2026. When 7 out of 10 leaders say they're putting more money into something, and nobody's pulling back, you're looking at a real shift in strategy. Read the full report: https://lnkd.in/d-U_Gr7v

You're losing deals before you even know prospects exist. Here's where the real battle happens...

Most B2B companies waste money on partnerships because they treat them like an add on. We partnered with PartnerStack and using Wynter, we surveyed 100 senior leaders to find out how top performers do it differently. We learned companies that build partnerships into their sales strategy close deals faster, bigger, and keep customers longer. The issue? Execution isn't the problem. Measurement is. Companies can't prove partnerships work because they don't know how to track the revenue or get their partnership, sales, and marketing teams talking to each other. Our new research shows how high performers fix this: • How they build partnerships into their sales process • Which tracking methods actually work for partner revenue • How getting teams aligned improves the quality of your sales pipeline (with numbers to prove it) These companies measure what actually drives revenue and make sure their teams aren't working in silos. Read the full report: https://lnkd.in/d-U_Gr7v

We teamed up with PartnerStack to get real data on how partnerships drive revenue. We used Wynter and surveyed 100 senior B2B SaaS leaders. The result: The State of Partnerships in GTM 2026. Here's what the data shows: • Only 42% of companies can track if a partner helped close a deal or not. • Half of leaders say partners are part of every sales and marketing decision. • AI is the new assistant. 49% want AI to help them figure out which partners to work with and which customers to target. Get the data your team needs to make partnerships work: https://lnkd.in/d-U_Gr7v

Your sales team calls it an "optimization platform." Your website says "intelligence solution." Your CEO pitches it as "automation tool." Same product, three stories and zero buyer clarity. Using Wynter, we surveyed 100 B2B marketing leaders. Every single one told us they have brand guidelines. Only 10% maintain consistent messaging. One CMO told us: "Sales does whatever they want. I've made peace with it." Picture your buyer's journey: LinkedIn ad: "AI-powered insights" Website: "Workflow automation" Sales demo: "Operational efficiency" Four touchpoints. Four different products in their mind. The 10% who get it right don't have better guidelines. They have better systems. They decided one clear message beats ten variations. When 90% of companies confuse their buyers, clarity becomes competitive advantage. Read the findings: https://lnkd.in/d4WcQq5f

In yesterday's Wynter Workshop, Trinity Nguyen 💎 and Isaac Ware 💎 from UserGems shared what they learned from surveying 100 B2B leaders at $50M+ companies with Wynter. The big finding? Only 7% of B2B teams see clear ROI from AI. Why? Most treat AI like a magic wand instead of a team member. 30% of leaders said team resistance is their main AI blocker. Teams think they're training their replacement. UserGems spent 3-4 months showing reps how AI helped them hit more targets. Only then did adoption stick. They doubled their outbound meeting capacity in 10 months. Not by replacing humans, but by: • Cleaning their data infrastructure first • Using AI for backend data synthesis (not just content) • Positioning every win as "AI + rep" success Isaac's take: "Garbage in, garbage out" - your AI is only as good as your data hygiene. Watch the full workshop here: https://lnkd.in/dTVQ4_YU