Table of contents
Updated: 22nd June 2023
If you’re wondering what all the fuss is about strategic partnerships, wonder no more. We’ve compiled a selection of the most interesting, absurd and downright amazing stats about all the different types of strategic partnerships that we could find from all over the web, to prove just how awesome partnerships really are.
Read away and prepare to be blown away... then, remember to book a demo with Breezy to see how our partner discovery engine can help you find the perfect strategic partners to help you grow your business.
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Strategic partnership statistics
1. Partnerships exceed paid search as a growth channel
Partnerships can be credited with generating high-growth businesses with more revenue than paid search. While the average business generates 18% of its revenue from paid search, high-maturity partnership programs generate 28%.
2. 82% of B2B leaders planned to add to their roster of partners last year
In 2022, 82% of B2B business leaders planned to add to their roster of partners. At the same time, nearly 70% planned to boost their channel program budgets.
3. 75% of world trade flows indirectly
With 75% of world trade flowing indirectly, channels, partnerships and alliances have become increasingly important.
4. Partnership marketing and high-growth brands go hand in hand
High-growth brands are three times more likely to use marketing partnerships as part of their overall strategy than no-growth firms.
Source: Hinge 2020 High Growth Study
5. Partner websites are playing a vital part in consumer decision making
74% of shoppers in the US admit to visiting two or three non-retail websites before completing a purchase, while 16% say that they visit more than four.
Source: Business Insider
6. Deals are 53% more likely to close when there's a partner involved
Not only are deals 53% more likely to close when there's a partner involved, but they close an impressive 46% faster too!
Source: Partner Hacker
7. Partnerships are key to innovation in the tech industry
94% of executives in the tech industry see innovation partnerships as a necessary strategy.
Source: Harvard Business Review
8. Over 75% of TMT CEOs rate partnerships as ‘important’ or ‘critical’ to their business
More than 75% of CEOs with businesses in the TMT sector rate partnerships as ‘important’ or ‘critical’ to their business. This figure increases to 83% for telecoms businesses and 81% for media.
9. More than 2,000 strategic alliances are formed each year
2,000 strategic alliances are currently formed every year, with that number growing by 15% each year as well.
Partnership pain point statistics
10. 60-65% of strategic partnerships fail
More than half (60-65%) of strategic partnerships fail, with common reasons including unrealistic expectations, failure to agree on objectives and lack of trust or communication. Read our piece about why strategic partnerships fail to find out more.
11. 73% of marketers find managing partners a major challenge
Even though partnerships are proven to be important, 73% of marketers consider managing partners to be a major challenge.
12. 20% of B2B business leaders say their channel programs are not effective
Two-thirds of B2B business leaders describe their channel programs as only somewhat effective, while 20% say that their efforts are not very effective or worse.
13. Just 35% of companies rank recruiting partners as one of their top three capabilities
Only 35% of companies state that recruiting partners is one of their top three capabilities – a worrying figure given the increasing importance of partnerships as a growth channel.
14. The biggest challenge is keeping strategic partnerships active and mutually rewarding
45% of executives believe that the biggest challenge when it comes to strategic partnerships is keeping them active and mutually rewarding.
Source: BPI Network
15. 39% of organisations don’t have a formal partner management strategy
Despite the growing reliance on partnerships, 39% of companies don’t have a formal partner management strategy in place.
Source: BPI Network
16. The average partnership manager spends 35% of their time on partner discovery
The average partnership manager spends around 35% of their time on partner discovery and earns around £38K per year. That means businesses are spending around £13,300 and 584 hours on discovery per person, per year.
Source: Breezy partnership survey
Partner ecosystem statistics
17. Ecosystems will be the main disruptor to current business models
A survey showed that 76% of business leaders believe ecosystems will be the main disruptor to current business models.
18. Ecosystems could drive a $60 trillion economy by 2025
It's estimated that at least a dozen sectors are reinventing themselves as vast ecosystems that sould drive a $60 trillion economy by 2025.
Source: McKinsey & Company
19. 96% of B2B leaders expect to increase revenue directly attributed to their partner ecosystems.
A whopping 96% of B2B leaders expect to increase revenue directly attributed to their partner ecosystems in 2022. 32% expect to see significant increases in their primary measures of channel program success, while 54% are confident they’ll see a marginal increase.
20. 95% of Microsoft's commercial revenue comes through its partner ecosystem
A whopping 95% of Microsoft's commercial revenue comes through its partner ecosystem. Meanwhile, its ecosystem grows by a huge 7,500 partners every month!
84% of companies say that ecosystems are important to their strategy
84% of companies state that ecosystems are important to their strategy (read our guide to nailing your partner ecosystem strategy if you want to get in on the action). Meanwhile, 76% believe that in the next five years, ecosystems will cause business models to become unrecognisable.
21. Sharing assets, IP and competitive advantage are companies’ biggest fears
92% of companies that haven’t mastered ecosystems are worried about sharing company assets, intellectual property and competitive advantage.
22. 83% of digital ecosystems involve partners from four or more industries
While 83% of digital ecosystems are a collaboration between partners from four or more industries, 53% involve partners from six or more!
23. 7 of the top 12 largest companies take part in ecosystems
Out of the top 12 companies by market capitalisation, seven are ecosystem players. These are Amazon, Apple, Facebook, Microsoft, Alphabet (Google’s parent company), Alibaba and Tencent.
Source: McKinsey & Company
24. 77% of executives restrict the data they share within their ecosystems
When executives share data within their ecosystems, 77% do so with restrictions due to concerns about data security.
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Affiliate marketing statistics
25. The affiliate marketing industry will grow to $14.3 billion in 2023
Affiliate marketing is a huge global industry that’s growing rapidly. It’s set to grow to approximately $14.3 billion in 2023 globally, and then to $15.7 billion by 2024.
26. Affiliate marketing accounts for 15% of the digital media industry’s revenue
Although publishers still generate the majority of their revenue from advertising, affiliate marketing is growing faster. Approximately 15% of the digital media industry’s revenue now comes from affiliate marketing.
Source: Business Insider
27. Affiliate marketing drives as many e-commerce orders as email in the US
In the US, affiliate marketing drives as many e-commerce orders as email, with both channels accounting for 16% of e-commerce orders.
Source: Business Insider
28. US affiliate marketing spend increases annually by 10.1%
Affiliate marketing is growing rapidly and consistently, with US affiliate marketing spend increasing by 10.1% each year.
Source: Digital Global
29. Interest in affiliate marketing rose 264% in two years
Interest in affiliate marketing rose more than 264% between 2020 and 2022.
30. The largest affiliate network in the world has over a quarter of a million affiliates
PeerFly is the largest affiliate marketing network in the world, boasting more than 250,000 affiliate accounts (although only 75,000 of them are active). Together, they’re responsible for over 1 billion clicks and 8 million conversions.
31. Retail makes up 43% of affiliate revenue in the UK
In the UK, retail is the biggest affiliate marketing sector, with a 43% share of the country’s yearly affiliate revenue. The next biggest is telecom at 24%, followed by media, travel and leisure at 16%.
Source: SaaS Scout
32. The US is the biggest affiliate marketing country in the world
The US is by far the largest affiliate marketing country in the world, worth approximately $6.8 billion. Second is Japan, worth $3.3 billion.
33. 6% of Amazon’s visitors come from affiliates
6% of Amazon’s 2.5 billion monthly online visits come from affiliates. Its affiliate program, Amazon Associates, is both the largest in the world (with a 20% market share in 2023) and one of the oldest, featuring in our selection of the best affiliate programs as well as in our guide to the history of affiliate marketing.
34. Over 30% of affiliate marketers are aged between 35 and 44
The biggest proportion of affiliate marketers falls within the 35 to 44 age bracket, with this group taking up a 31.86% share. On the other hand, nearly 12% of affiliate marketers are aged 55 or over.
35. More than a quarter of brands work with bloggers in their affiliate marketing campaigns
27.8% of brands that engage in affiliate marketing work with bloggers to assist them. The next most popular affiliate channel is review sites, which are used by 18.7% of brands, followed by coupon sites, used by 14.8%.
36. SEO is the highest-converting traffic source in affiliate marketing
SEO is by far the highest-converting traffic source in affiliate marketing, with a conversion rate that’s 7x higher than any other form.
Source: Profit Social
37. Affiliate marketing in the UK has an ROI ratio of 1:16
For every pound spent on affiliate marketing in the UK, you get 16 back. This is in part thanks to the fact that brands using CPA only have to pay for promotions that convert (learn more in our guide to affiliate marketing).
38. 20% of affiliates are responsible for 80% of sales
80% of sales generated from affiliate marketing are made by just 20% of affiliates. In other words, the majority of affiliate conversions are driven by just a small proportion of affiliate marketers.
Source: Practical Ecommerce
39. 81% of brands run affiliate marketing programs
81% of brands use affiliate marketing, along with 84% of publishers.
40. Affiliate marketing companies have received more than $1.5 billion of funding
Across over 230 funding rounds on Crunchbase, affiliate marketing companies have raised more than $1.5 billion in funding.
41. Affiliate marketers prefer to promote between one and 10 products
42% of affiliate marketers promote between one and ten products, making this the most popular choice. Meanwhile, 23% of affiliates promote 11 to 20 products and only 7.5% promote 300 products or more.
42. 34% of brands spend 21 to 40% of their marketing budgets on affiliate marketing
The majority of brands (34%) claim that they spend between 21 and 40% of their marketing budgets on affiliate marketing. Meanwhile, 17% of brands say that they spend between 80 and 100% of their marketing budgets on this form of marketing.
43. Jason Stone made $7 million from affiliate marketing in just one year
Influencer Jason Stone used social media to earn $7 million from affiliate marketing between June 2016 and June 2017.
44. Affiliate marketing drives 1% of the UK’s GDP
Affiliate marketing now drives more of the UK’s GDP than the whole of the country’s agriculture sector!
45. Affiliate marketing is the area in which CMOs are least knowledgeable
Only 22% of Chief Marketing Officers (CMOs) believe they’ve mastered affiliate marketing. This makes it the area of marketing they know least about.
46. 38% of marketers view affiliate marketing as a top acquisition channel
More than a third of marketers believe that affiliate marketing is one of the best ways to acquire new customers.
Source: National Retail Federation
Content marketing partnership statistics
47. Partnering with publishers to distribute content results in a 50% higher brand lift
Marketers that partner with publishers to distribute their branded content see a 50% higher brand lift on average, compared to those who publish content on their own.
48. Millennials are 247% more likely to be influenced by blogs or social networking sites
Millennials are 247% more likely to be influenced by blogs or social media, making them a prime target audience for content marketing partnerships.
Source: Marketing to Millennials
49. 84% of millennials distrust advertising
Although traditionally advertising is one of the largest expenditures of a marketing department, a striking 84% of millennials distrust it, cementing content marketing partnerships as an important alternative.
50. Content marketing costs 62% less than traditional marketing
Not only does content marketing cost 62% less than traditional marketing, it also generates 3x the volume of leads.
Source: Demand Metric
51. 80% of business decision-makers prefer articles to advertisements
80% of business decision-makers would rather get company information from a series of articles rather than from an advertisement.
52. 11% of marketers say ‘partnership posts’ are the most engaging type of social media content
Around 11% of marketers say that ‘partnership posts’ are the most engaging type of social media content that their brand creates.
Co-branding partnership statistics
53. 34% of marketers see co-branding as the best way to increase email subscribers
34% of marketers believe that co-branding or co-marketing partnerships are the most effective way to increase a brand’s number of email subscribers.
54. Red Bull and GoPro’s co-branding partnership broke three world records
GoPro and Red Bull's co-branding partnership involved Felix Baumgartner jumping out of a helium balloon to shatter the ‘maximum vertical speed’, ‘highest exit (jump) altitude’ and ‘vertical distance of freefall’ world records. The jump was live-streamed to 8 million viewers, also setting a new record for YouTube (read more about it in our piece on co-branding examples).
Source: Red Bull
55. 68% of consumers can make buying decisions after seeing a co-branded campaign
After seeing a co-branded campaign, 68% of consumers are able to make buying decisions without speaking to a sales representative.
Source: Partner Path
56. Ben + Jerry’s co-branding partnership boosted public perception by 142.8%
Ben + Jerry’s Canada partnered with Wattpad on a co-branded write-a-thon. The partnership successfully boosted perception of the brand and its involvement with the LGBTQ+ community by 142.8%.
Distribution marketing partnership statistics
57. Co-selling works for 77% of businesses
77% of companies who’ve taken part in co-selling partnerships have seen a direct or indirect increase in profits.
58. Microsoft formed over 9,000 partnerships in just one year
Microsoft formed 9,000 partnerships within one year of setting up its successful co-seller partner program. It also made $8 billion in partner revenue in the program’s first two years alone.
59. Nine out of 10 companies believe co-selling is easier than re-seller models
Almost nine out of 10 companies say that co-selling requires less time and financial commitment than traditional re-seller models.
60. Only 43% of channel marketers report to the marketing department
One of the biggest difficulties with channel partnerships is the disconnect between the multiple systems that need to work together. In fact, only 43% of channel marketers report into the marketing or sales department.
61. 63% of companies who use co-selling want to free up employees’ time
Out of the companies who use co-seller models, 63% do so to give their employees more time to focus on other tasks. Meanwhile, 59% do so to make use of more highly skilled sales and marketing support.
62. DataStax used lead account mapping to grow its pipeline by 140%
DataStax used lead account mapping as part of its co-selling partnership with Microsoft to grow its pipeline by 140%.
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Sponsorship marketing statistics
63. Sponsorship is the second-largest marketing communications spend for most brands
Sponsorship is the second-largest marketing communications spend for most brands, with just media coming ahead of it. Sponsorship frequently accounts for between 11% and 18% of a brand’s total marketing budget.
Source: World Federation of Advertisers
64. TV sponsorships account for 5% of TV ad spend
Research shows that TV sponsorships drive long-term brand awareness, so perhaps it’s not surprising that since 2010, they’ve accounted for 5% of TV ad spend.
65. Ronaldo is set to make over $1 billion in sponsorship from Nike
Ronaldo signed a lifetime endorsement deal with Nike, which will make him arguably the richest of all Nike athletes in the world (not to mention the fact that he also has other endorsements from brands such as EA Sports and American Tourister).
Source: Man of Many
66. NFL sponsorship revenue hit $1.88 billion in 2022
This past season, the NFL managed to collect a record amount in sponsorship fees, with NFL sponsor revenue hitting $1.88 billion. This was a 4% increase from the previous year - a smaller increase than the 12% it grew by between 2020 and 2021. Sponsorship money makes up 10% of NFL revenue.
67. 33% of marketers spend at least 21% of marketing budgets on event sponsorship or exhibiting
33% of mid-to-senior-level marketers allocate 21% or more of their marketing budget towards sponsoring or exhibiting at events.
68. Wilson sponsors 40% of the top 30 male tennis players
Wilson is the racket sponsor for 40% of the top 30 male tennis players and 34% of the top 30 female tennis players.
Souce: Score and Change
69. 80% of revenue generated from sports sponsorship comes from TV advertising
In 2019, 80% of the value gained from sports sponsorship came from TV advertising. However, that figure is expected to fall to less than 73% by 2024.
Product placement statistics
70. Product placement is a $26 billion industry
In 2022, the worldwide product placement market is estimated to have reached $26.2 billion - an increase of over 14% compared with the year before.
Source: E-Commerce Nation
71. Product placement works on 60% of moviegoers
60% of moviegoers feel more positive about brands that they recognise from a product placement spot.
72. Consumers are sold on average 12.61 products in every movie
On average, consumers are sold 12.61 products in every movie, often without ever even realising it. The Office (US) features the most product placements of any TV show, with 1,448 product placements. Seinfeld comes in second with 867 placements.
Source: Advanced Television
73. Product placement on an emotionally engaging program is 43% more recognisable
43% more viewers recognise brands from product placements on emotionally engaging programs, compared with films that could be described as ‘eye candy’.
74. Toy Story helped to raise Etch-A-Sketch sales by 4,000%
The inclusion of an Etch-A-Sketch in Toy Story increased sales of the toy by 4,000%, while sales of Mr Potato Head toys increased by 800%.
Source: Hollywood Branded
75. The US accounts for 56.5% of the global product placement market
Product placement in the US accounts for a whopping 56.4% of the global market.
76. 75% of broadcast-network shows feature placements
A massive 75% of broadcast-network shows feature product or brand placements of some kind. In fact, TV attracts almost 71.4% of all paid placements.
77. Nike has obtained 3,000 product placements
Nike has more product placements across movies and TV than any other brand, at 3,000.
Meanwhile, MacBook has the second highest number of placements with 2,145, and iPhone comes in third with 1,626.
Source: Advanced Television
78. 68% of product placements last for 5 seconds or less
68% of product placements last for five seconds or less. However, the average duration of product placement on camera is 6.2 seconds. Riddle that one!
79. Hersheys’ profits went up 65% in one year through product placement
After paying $1 million for a product placement of Reese’s Pieces in E.T., Hershey’s sales went up 65%. Funnily enough, they only got the spot after M&M’s pulled out, having no idea that E.T. would become one of the highest-grossing films of all time.
80. 49% of Americans take action after seeing product placement in media
49% of North Americans take action after seeing a product placement, while 52% state that they trust product placement ads.
Loyalty marketing partnership statistics
81. 72% of consumers in the US take part in a loyalty program
72% of consumers who are online in the US take part in at least one loyalty program.
82. Loyalty programs influence consumers’ brand choices
71% of Gen X, 70% of Millennials, 63% of Baby Boomers, and 62% of Gen Z say that they might choose one brand over another because of the presence of a loyalty program.
83. Loyalty is more difficult to maintain than ever
In 2021, 68% of consumers agreed that their loyalty was harder to maintain than ever before. This was up from 64% in 2020.
Source: Clarus Commerce
84. Consumers aren’t active in all the programs they belong to
People belong on average to 14.8 loyalty program memberships. However, they’re typically only active in 6.7 of them.
85. 76% of consumers would pay for a premium loyalty program
Consumers are increasingly willing to pay for premium loyalty programs in order to get the benefits they want from retailers (like free delivery). 76% of consumers would pay for a premium loyalty program.
Source: Clarus Commerce
86. 60% of loyalty program members show interest in the program’s partners
60% of loyalty program members express an interest in partnerships that they’re introduced to through their programs.
Referral marketing statistics
87. Word of mouth is the primary factor behind up to 50% of all purchasing decisions
Word of mouth is responsible for 20-50% of all purchasing decisions. It has the greatest influence when consumers are buying relatively expensive products or buying a new product for the first time.
88. Referred customers bring in 25% more profit
Customers who’ve come through referrals bring in profit margins that are around 25% higher.
Source: AMA Journal of Marketing
89. Customers who’ve been referred are 4x more likely to convert
Customers who’ve been referred to a brand are a massive four times more likely to make a purchase.
90. A recommendation from a friend is up to 50x more powerful
A recommendation from a trusted friend is up to 50x more likely to result in a purchase than a low-impact recommendation.
91. 92% of consumers trust recommendations from people they know
92% of consumers around the globe claim to trust earned media (such as recommendations from friends and family) above all other forms of advertising.
92. Referred customers are 37% more likely to stay
Customers acquired through referrals have a retention rate that’s 37% higher.
93. 88% of people trust online reviews as much as personal recommendations
88% of people trust online reviews penned by unknown consumers as much as they trust recommendations from personal contacts.
94. 49% of consumers depend on influencer recommendations
While 49% of consumers depend on influencer recommendations, 40% have purchased a product after seeing it on Twitter, YouTube or Instagram.
Source: Influencer Orchestration Network
95. 75% of marketers use influencers as a marketing tool
75% of marketers now use influencers as a marketing tool, with 86% of those aiming to increase brand awareness.
Source: Chief Marketer
96. 83% of satisfied customers are willing to refer a brand to their friends
Unfortunately, while 83% of satisfied customers are willing to refer you to their friends, only 29% of them actually do!
Source: Texas Tech University
97. 86% of women use social media for purchasing advice
Not only do 86% of women say that they use social media for purchasing advice, but 45% of women claim to be more active on social media than they were two years ago.
Source: Digital Marketing Institute
98. 19% of purchase decisions are influenced by Facebook
Facebook is the most influential social media channel, influencing 19% of purchase decisions.
Source: Digital Marketing Institute
99. 58% of people trust brands they’ve seen friends or family interact with on Facebook
58% of people are more likely to trust a brand that they’ve seen a friend or family member interact with on Facebook, demonstrating the real power of advocacy.
Source: Wolfgang Digital
Charity partnership statistics
100. 91% of brands enter charity partnerships to better their reputation
91% of brands who enter charity partnerships cite brand reputation as their primary motivation.
101. 64% of millennials would refuse a job from an employer without a strong CSR policy
65% of millennials would turn down a job if their employer didn’t have a strong CSR policy. With millennials due to make up 75% of the workforce by 2025, charitable partnerships are becoming increasingly important for employers.
Source: Cone Communications
102. More than 50% of customers in the UK want companies to take a stand
More than half of customers in the UK (and 75% of Gen Z) want companies to take a stand on issues they’re passionate about. At the same time, six in ten consumers under the age of 30 consider a brand’s ethical values carefully before buying their products.
103. 40% of businesses say that partnerships with charities are important to their business agenda
40% of businesses claim that partnerships with charities are important to their business agenda, while a third state that partnering with charities is ‘very important’ to them.
Source: The Guardian
Outsourcing partnership statistics
104. 70% of B2B decision-makers have outsourced key services
70% of B2B decision-makers say that they’ve outsourced key services to third parties. Meanwhile, just 25% claim never to have done so in any area of their organisation.
105. High growth firms are more likely to outsource
High growth firms are more likely to employ outside talent in the form of agencies, firms, and freelancers. 54.7% of high-growth brands outsourced to make website improvements, while 45.8% outsourced graphic design.
Source: Hinge 2023 High Growth Study
106. IT is the most common service to outsource in the UK
In the UK, the most commonly outsourced function is IT support. 34% of British businesses want to hand it over to third parties.
107. 83% of small businesses plan to prioritise outsourcing in 2023
In 2023, 83% of small businesses plan to maintain or increase their spending on outsourced business services.
Supply chain partnership statistics
108. Improved supplier collaboration can lead to a 20% increase in revenue
A study revealed that grocery and drug retailers who focused on improving supplier collaboration saw a whopping 20% increase in revenue, directly or indirectly.
109. 65% of companies are becoming more collaborative with suppliers
65% of companies say that they're becoming more collaborative and strategic with suppliers when it comes to procurement.
Source: Oxford Economics
Joint venture partnership statistics
110. The results are often unexpected
25% of joint venture partnerships don’t meet or exceed either partner’s expectations but still benefit all the companies involved.
Source: McKinsey & Company
111. Alignment on objectives is key to joint venture success
47% of managers cite alignment on objectives as a core reason for joint venture partnership success.
Source: McKinsey & Company
112. 38% of managers blame failed partnerships on lack of trust and communication
Lack of internal communication and trust are cited by 38% of managers as a key reason for the failure of joint venture partnerships.
Source: McKinsey & Company
Phew! Did you get through all of those? If you did, you’re probably itching to turbocharge your own hunt for partners who can help you drive your business to new levels of success.
If that’s the case, remember to book a demo with Breezy. It’s the easier, quicker way to uncover and sort through thousands of relevant partnership opportunities. Enjoy!
Accelerate your partner discovery.
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