Today’s B2B partner ecosystems include multiple partner types, diverse business models, and a broad range of value contributions. As partner ecosystems continue to evolve, organizations face an important question: Can yesterday’s partner program support tomorrow’s partner ecosystem?
Our latest research suggests that many B2B organizations believe the answer is no.
Many Partner Programs Were Built For A Different Partner Ecosystem
According to Forrester’s Partner Ecosystem Marketing Survey, 2026, current B2B partner programs have existed for an average of 6.4 years. While longevity provides stability, many older partner programs were designed for partner ecosystems that were smaller, less diverse, and primarily focused on transactional channel relationships. Today’s partner ecosystems increasingly include both transactional and nontransactional partners that contribute value in different ways and at different stages of the customer lifecycle.
Partner Program Modernization Must Deliver Business Value
Modernization efforts must also address a persistent challenge: profitability. Nearly half of B2B organizations report that their partner program is not profitable by tier level. This highlights the continuing difficulty many organizations face in aligning partner investments, benefits, incentives, and support resources with measurable business outcomes. As B2B partner ecosystem leaders modernize their partner programs, improving profitability must become a critical objective.
The Era Of Partner Program Transformation Has Arrived
Perhaps the clearest signal of change comes from organizations’ future plans. Two-thirds of B2B organizations report plans to rearchitect, change, or significantly update their partner program within the next 12 months.
This reflects growing recognition that partner programs must evolve alongside evolved partner ecosystems. B2B organizations are reassessing program strategies, engagement models, incentives, and operational frameworks to ensure they remain relevant and positioned for future growth.
Is Your Partner Program Ready For The Future?
Does your current partner program reflect the partners, business models, and growth strategies that will drive future success?
To learn more, read Forrester’s The State Of B2B Partner Programs, 2026 report and reach out to schedule an inquiry or guidance session to discuss opportunities to modernize your partner program.
