Partnership manager's guide to surviving economic downturns

Partnerships fuel growth

The partnerships channel endured the 2008 recession and the recent pandemic because the channel drives tangible results that justify its costs. In fact, the pandemic brought rapid behavioral change that supercharged the partnerships arena. According to data, brands participating in partnership marketing experienced exceptional revenue growth from 2020 to 2022. Overall, these brands grew revenue by 29 percent per year over the last two years. Brands that invested in partnerships early in the pandemic reaped the rewards, seeing their revenue grow by 41 percent in 2021.

With these numbers in mind, it’s no surprise that more and more brands recognize the channel’s value. Partnerships programs have a proven track record of driving revenue growth; during times of economic hardship that’s what you need the most.

Brands that invested in partnership marketing grew revenue by 29 percent per year over the last two years


Growth percentage by year

2020– 2021

2021– 2022

2020– 2022


41% 19% 29%

How to defend your partnerships program amid budget cuts

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