B2B tech companies across Asia-Pacific generate an average of 21 per cent of revenue through partner channels, according to Hockey Stick Advisory. That is nine percentage points below the 30 per cent benchmark Crossbeam reports for top-quartile SaaS companies globally.

The Melbourne-based advisory drew the data from its Revenue Gap Calculator and more than 65 B2B tech companies across the region.

The figures suggest a regional shortfall in partner-led revenue at a time when many software companies are looking beyond direct sales for growth. They also indicate that partnerships are still often treated as a supporting function rather than a core commercial channel.

According to the firm's data, that gap has a financial impact. Partner-led deals delivered 43 per cent higher lifetime value, a 41 per cent higher win rate and closed 35 per cent faster than regular sales deals.

Bryan Williams, Founder of Hockey Stick Advisory, said the shortfall was significant and measurable.

"A 9 per cent gap is not marginal. It points to a material amount of revenue that companies across the region are not yet capturing through partnerships. What matters is that the gap is now measurable. Once a company can see where it sits against the benchmark, it can make better decisions about partner strategy, execution and accountability," Williams said.

The advisory said the issue has become more important as artificial intelligence changes how companies approach inbound and outbound sales. Noisier channels and shifting buyer behaviour could make partner ecosystems harder for rivals to replicate than traditional demand generation methods.

Source link