partnerships
Sixty-nine percent of B2B companies are increasing their investment in partnerships this year, and only 42 percent of them can tell you which ones are generating revenue. That number comes from PartnerStack's State of Partnerships in GTM 2026 report, and it deserves more attention than the headline
partnerships
The founder who built the most productive partnership pipeline this year almost certainly did not have the largest network in the room. They had the most consistent process for converting their existing connections into structured, revenue-generating agreements, and that process is what produced the outcomes. A 2026 PwC survey
partnerships
Most founders think about partnerships in one of two ways: "let's do a co-marketing post" or "let's build a referral program." That is not a partnership strategy. That is two tactics from a list of nine categories, which means most founders
partnerships
When Enterprise BD Teams Move, Pay Attention Enterprise business development teams are conservative by nature. They move slowly, they run multi-vendor comparisons, and they are accountable to metrics that make experimentation uncomfortable. When an enterprise BD team reports a 10x increase in qualified leads from a single platform and
partnerships
The Numbers Are Not Debatable Anymore The marketing playbooks that dominated the last decade are producing worse results every year. Cold outreach response rates are collapsing, paid ad conversion costs have risen to the point where many channels are no longer viable for early-stage companies, and the era of
partnerships
Founders who are still running cold outreach at volume are not failing because of bad copy or weak targeting. They are running a model that stopped working several years ago in a market that has fully adapted to it, and optimizing the execution of a broken model produces the same
partnerships
Ask any founder why their last partnership failed and you will hear some version of the same story: "We were aligned at first. Then priorities shifted. They stopped responding." What you rarely hear is the more honest version: "I chose the wrong partner because I trusted the
deal-making
Most founders I talk to have the same post-mortem story. A partnership falls apart and they spend weeks replaying what went wrong. They blame the partner. They blame the market. They blame timing. And occasionally, after enough distance, they admit they are not sure what actually happened. That is
partnerships
I have watched founders sign partnership agreements with people they knew, somewhere below the surface of a productive conversation, were not the right fit. The contracts were tight, the financial upside was real, and the initial energy was exactly the kind that makes you schedule a follow-up before you
partnerships
The Most Dangerous Lie in Founder Culture The most expensive belief a founder can hold is that being good at networking means they are building a partnership pipeline. These two activities share almost nothing in common except the people involved. One is a social behavior. The other is a business
partnerships
When a founder's partnership pipeline is thin, the instinctive diagnosis is almost always the same: "I need a better network." So they attend more events, optimize their LinkedIn profile, join more communities, and get better at small talk at industry dinners. Then, six months later, the
partnerships
The industry is betting more on partnerships than ever before. The failure rate has not moved. What the data reveals about scaling a motion before fixing the thing underneath it.