Ansira Study Highlights Need for Integrated Partner Ecosystems

Research shows marketers want a solution that couples an integrated partner management platform and guidance services

Ansira Partners, Inc., an independent global marketing technology and solutions company, announced a commissioned study, “Transform Partner Ecosystem Orchestration With An End-To-End Approach,” conducted by Forrester Consulting on behalf of Ansira, February 2025, revealing that marketers struggle to manage competing priorities and lack the right tools to drive efficiency and visibility within their partner ecosystem. The study surveyed 322 U.S. marketing leaders responsible for partner strategy at their organizations to explore the current state of partner marketing and orchestration.

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“We know that business goals and priorities are constantly shifting, and based on our experience, Ansira has long believed that companies need an integrated platform that can adapt in real time while effectively engaging partners and customers at scale,” said Ansira CEO Paul Tibbitt. “We commissioned this study from Forrester Consulting to take the pulse of marketers and get a clear view of their many priorities, their current state for tech investments, and what they believe could truly help them deliver and drive success for their organizations. We believe the research results validate both Ansira’s philosophy of the power of a unified platform, and our vision of being the platform of record for companies operating in distributed ecosystems.”

Marketers struggle with competing priorities:

The findings of the study highlight the significant challenges marketers face. With the pressure to meet a wide range of business priorities, many marketers find themselves turning to multiple tools in an attempt to improve effectiveness. According to the study, marketers use an average of six tools to manage and orchestrate their partner ecosystem, with 63% of respondents indicating they rely on seven or more tools. However, instead of streamlining operations, these disconnected solutions often introduce new obstacles, leaving marketers with even less visibility, more complexity, and disengaged partners.

Current systems aren’t helping:

Despite investing heavily in tools, many marketers find that their current systems are falling short. The reliance on numerous point solutions and a lack of expert guidance often results in inefficiencies that can have serious business consequences including failing to meet marketing priorities like reaching new markets, growing customer loyalty, and increasing partner engagement. Respondents specifically noted a loss of competitive edge, legal and compliance risks, decreased customer retention, and reduced revenue, among others.

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Additional findings include:

• 63% of marketers believe they use too many point solutions to manage their partner ecosystem
• 61% said their partner ecosystem is too complex for effective orchestration and collaboration at scale
• 59% of marketers said they experience data loss when switching between partner management solutions
• 57% reported that they still have limited visibility into partner activities and performance despite investing in multiple tools

Combining tech and services empowers marketers to meet goals:

The study also reveals that marketers are increasingly recognizing the value of combining technology with consultancy services. Nearly 60% of marketers surveyed stated they would be willing to pay more for a solution that provides both technology and expert services. Furthermore, 75% of respondents stated that an end-to-end solution provider offering consultancy, guidance, and advice would be valuable or extremely valuable in improving the effectiveness of their partner marketing function.

“A unified platform has the power to transform partner marketing by reducing complexity and enabling scalability,” said Ansira Chief Product & Technology Officer Desiree Toto. “Ansira has the end-to-end solution to not only help marketers juggle competing priorities but also provide the consultancy services necessary to bridge gaps in expertise. Through AnsiraX, we offer program strategy and measurement, media planning and buying, MarTech strategy and solutions, user experience and design, creative services, and more. Our upgraded platform is already delivering on this vision, and our clients are seeing real benefits come to life.”

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Source – PR Newswire

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