The State of Partnerships: Zinnov’s Annual Partnership Playbook 2025

By 2030, the integrated network economy is projected to reach a staggering USD 100 Tn, representing a third of global sales output. Yet, only a fraction – a mere 10-15% – of ISVs are realizing distinctive revenue from their ecosystem strategies. What separates the leaders from the laggards? A fundamental shift from transactional partner relationships to strategic, outcome-driven partnerships.

Zinnov’s Annual Partnership Playbook 2025 serves as a critical compass, guiding technology leaders through this transformative era. Based on an extensive analysis of over 10,000 partnership signals from FY24, coupled with insights from over 200 partner leaders, this report unveils the key trends, actions, and strategic frameworks that will define partnership success in 2025 and beyond. It’s more than a trend report; it’s an actionable blueprint for building a high-performing ecosystem that fuels innovation, accelerates growth, and captures market leadership.

Inside this report, you’ll discover:

• The Four Key Strategies for Tech Providers: Learn how global tech leaders are scaling their customer footprint by focusing on Market Penetration, Market Development, Product Development, and Diversification – and how to prioritize partner initiatives within each area.
  
  
• The Rise of AI-Powered Partnerships: Explore how AI is revolutionizing co-selling, partner onboarding, and program management, enabling 2x faster deal cycles and 40% lower operational overhead.
  
  
• The End of Tier-Based Models: Understand why outcome-driven partnerships are essential for meeting customer demands for measurable business results, process automation, and Total Cost of Ownership (TCO) reduction.
  
  
• The Ten Game-Changing Trends: Gain insights into the AI-Native Partner Ecosystem, Partner-Led Verticalization, Sustainability-Driven Partnerships, and other critical trends that are reshaping ecosystem strategies and partner programs.

In a world where 60% of enterprise deals will involve partner influence in 2025, mastering the art of strategic partnerships is no longer optional – it’s an existential imperative. Download Zinnov’s Annual Partnership Playbook 2025 to unlock the secrets to building a thriving ecosystem and securing your place in the USD 100 Tn economy.

This report is indispensable for CEOs, Chief Strategy Officers, Chief Partner Officers, Chief Revenue/Sales officer, Partner Program Leaders, Channel Sales Executives, and anyone responsible for driving growth and innovation through strategic alliances in the Tech Providers space.

This report is part of our three-part Marquee Partnership series, which explores The State of Partnerships, A Blueprint for Partnership Driven Growth, and The CRM Ecosystem in depth. These reports provide a holistic view of the partnership landscape, equipping players not just to survive, but to thrive.

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