{"id":152746,"date":"2026-05-28T16:36:11","date_gmt":"2026-05-28T16:36:11","guid":{"rendered":"https:\/\/extu.com\/?post_type=resource&p=152746"},"modified":"2026-05-28T16:38:35","modified_gmt":"2026-05-28T16:38:35","slug":"the-channels-billion-dollar-blind-spot","status":"publish","type":"resource","link":"https:\/\/extu.com\/th\/resource\/the-channels-billion-dollar-blind-spot\/","title":{"rendered":"The Channel’s Billion Dollar Blind Spot"},"content":{"rendered":"
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Whitepaper<\/h2>\n\n\n\n

The Channel’s Billion Dollar Blind Spot<\/h1>\n\n\n\n

The State of Channel Attribution 2026<\/p>\n<\/div>\n\n\n\n

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Why most B2B channel programs can’t prove where their revenue comes from, and what that’s costing them.<\/em><\/h3>\n\n\n\n

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.<\/p>\n\n\n\n

The State of Channel Attribution 2026 examines why it happens and what it costs. Inside:<\/p>\n\n\n\n

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

    The programs solving attribution first are the ones that will still be funded in three years.<\/p>\n\n<\/div><\/div>\n\n

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    Download the report<\/h4>\n\n\n\n

    Free research on one of the most expensive problems in channel marketing.
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