Are Your Partners Ready for 2026?

Exclusive insights from our State of Partner Marketing research reveal what’s driving partner success — and where most programs are falling behind.

Partner marketing is changing. Are you keeping up?

Market development funds (MDF) are meant to empower and drive growth — but for many partners, they’ve become a source of growing frustration. What’s holding partners back?

  • Smaller partners can’t access funds.
  • Larger partners can’t plan ahead.
  • Content feels generic and overused.
  • AI tools are adopted but not optimized.
  • Execution is slow, confusing, and inconsistent.
Read our latest study to discover why even the best-funded partner programs are falling short — and how leading vendors are turning mounting challenges into real growth opportunities.
"We spend more time chasing approvals than running campaigns — and by the time funding is cleared, the opportunity window has passed."
— Large VAR​
Vendor Challenges in Today’s Landscape

Partner enablement isn’t easy. In this research, we identify the key barriers keeping vendors from scaling partner marketing success:

  • AI Adoption Gaps: Partners lack training and structure.
  • Overused Content: Repetitive campaigns erode engagement.
  • MDF Complexity: Confusing workflows stall execution.
  • Execution Bottlenecks: Partners don’t have the time or tools.
High-performing vendors are breaking the cycle by:

  • Making AI adoption practical with clear prompts and training.
  • Offering modular, customizable content that actually converts.
  • Streamlining MDF processes with faster approvals and micro-funding.
  • Providing execution support that removes partner burden.

The Channel Company Agency helps vendors remove friction — so campaigns run faster, funds work harder, and everyone wins.
“They don’t just hand partners tools;
they enable them to execute.”
Want to See What’s Next?

These slides break down the most common pitfalls in today’s partner marketing and explain the strategies that leading vendors are using to win. Fill out the form below to get tactical guidance on how to simplify, scale, and succeed in 2026 and beyond.