Forrester B2B Sales Predictions 2025 point to a major shift in how B2B companies sell and partner ecosystems are central to the change.
In 2025, more than half of Millennial and Gen Z buyers will involve at least 10 external influencers in their purchasing decisions. These influencers often come from your B2B partner ecosystem: communities, peers, or trusted advisors connected through your B2B partner network.
If you’re still treating partnerships as a post-sale channel, you’re missing the most important part of the buying journey.
🔍 How Forrester B2B Sales Predictions 2025 Highlight the Rise of External Influence
The Forrester report makes it clear: B2B buyer behavior trends are evolving fast. Buyers are turning to external sources before ever talking to sales. That includes people they know through online communities, events, or partner introductions.
This shift is especially strong among Millennial and Gen Z B2B buyers, who prefer validation from peers over vendor promises. That’s where a strong partner ecosystem marketing strategy comes in.
When your partners engage early through education, content, and referrals, they act as trusted guides. That influence helps speed up sales cycles, improve trust, and increase conversion rates.
📈 GTM Strategy 2025: Aligning with Forrester B2B Sales Predictions Through Partnerships
To respond to these trends, founders need a GTM strategy in 2025 that puts the partner ecosystem front and center. Forrester predicts more companies will move partner ecosystem marketing under the CMO - a sign that partnerships are becoming a core revenue driver, not just a side channel.
To stay competitive:
Activate your B2B partner network earlier in the buyer journey.
Build a B2B partner marketing strategy that supports education, not just enablement.
Treat partner influence as part of your GTM plan, alongside sales and marketing.
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