The Channel’s Billion Dollar Blind Spot

Why most B2B channel programs can’t prove where their revenue comes from, and what that’s costing them.

Over 70% of global IT spend flows through channel partners. But most manufacturers and distributors running on those partners cannot answer a basic question: which partners, programs, and investments are actually driving revenue. That’s the attribution gap.

The State of Channel Attribution 2026 examines why it happens and what it costs. Inside:

• Why as much as 60% of MDF spend cannot be tied to measurable outcomes
• The four-stage attribution maturity spectrum, and where most organizations actually sit today
• The behavioral signals that predict partner revenue weeks before it closes
• Five diagnostic questions every channel leader should be able to answer
• The documented Sales ROI gap between programs with closed-loop measurement and those without

The programs solving attribution first are the ones that will still be funded in three years.