Over 70% of global spend flows through channel partners. Most of the companies driving it can’t explain which partners, programs, or investments are responsible. Across Extu-managed programs with closed-loop measurement, documented sales ROI ranges from 5:1 to 69:1. Most programs never get there because they can’t see what’s working. The State of Channel Attribution 2026 documents why that gap exists and what it costs. Inside: The four-stage attribution maturity spectrum and where most programs sit Why programs with 90%+ partner activation generate 3.44 leads per partner versus 0.71 for programs below 75% How revenue signals appear in partner behavior data weeks before they show up in financial reporting If you can’t prove your channel program works, you’re funding assumptions.
