Informa TechTarget and The Sherpa Group Launch Partner Demand Assurance
Event summary
- Informa TechTarget and The Sherpa Group launched Partner Demand Assurance (PDA) on July 14, 2026.
- PDA combines Informa TechTarget’s demand generation capabilities with The Sherpa Group’s partner enablement expertise and EdisonAI platform.
- The solution aims to address the gap in partner marketing by tracking lead follow-up and proving ROI for B2B tech companies.
- 96% of IT deals are influenced by partners, involving up to 7 different partners at 28 moments along the customer journey (source: Omdia).
- PDA offers three core services: Partner Capability Assurance, Partner Marketing Support, and a Partner Engagement Platform.
The big picture
Informa TechTarget’s partnership with The Sherpa Group underscores the growing importance of partner-influenced revenue in B2B tech sales. With 96% of IT deals involving multiple partners, PDA aims to provide transparency and accountability in a fragmented customer journey. This move aligns with broader industry trends toward data-driven marketing and measurable outcomes for channel programs.
What we're watching
- Adoption Pace
- How quickly B2B tech companies will adopt PDA to address partner marketing inefficiencies.
- ROI Proofing
- Whether PDA can effectively prove ROI for MDF investments and lead follow-up.
- Market Expansion
- The pace at which PDA will help companies reach new markets and regions through enhanced partner capabilities.