ERP Channel Partner Lead Generation Statistics: USA 2025
ERP channel partners and value added resellers (VAR) are undergoing a period of transformation as technology advances and customer needs become more complex. As these partners and resellers are at the forefront of these changes, they’re helping businesses to modernize their operations and drive growth through smarter, integrated systems. However, there’s stiff competition, and finding new leads and creating effective pipelines is more essential than ever.
To find out what 139,895 ERP channel partners or value added resellers in the US’ opinions were, we utilized AI-driven audience profiling to synthesize insights from online discussions for a full year, ending 29th September 2025, to a high statistical confidence level. These insights reveal how the ERP channel partner community is redefining lead generation and embracing technology, data, and human connection to remain competitive in a rapidly evolving digital marketplace.
Index
- 100% of ERP channel partners or value added resellers agree that referral networks have been most effective in building their pipelines
- 100% of ERP channel partners or value added resellers say that co-branded campaigns are the type of marketing they most value from lead generation vendors
- 56% of ERP channel partners or value added resellers have neutral opinions about whether phone calls create the most sales opportunities
- 100% of ERP channel partners or value added resellers say that CRM management plays a major role in their lead generation process
- 92% of ERP channel partners or value added resellers are using AI for lead generation content personalization
- Case studies are the type of content 77% of ERP channel partners or value added resellers say helps them attract the right leads
- 57% of ERP channel partners or value added resellers primarily serve the tech industry
- 16% of our audience confirms that they are confirmed Microsoft Dynamics ERP channel partners
- 69% of ERP channel partners or value added resellers say that having information about a new prospect’s current software or ERP system is important before they reach out
- 28% of ERP channel partners or value added resellers do consistent outreach to new companies
- 79% of ERP channel partners or value added resellers spend the most time focusing on demos in the sales process
- 79% of ERP channel partners or value added resellers spend the most time focusing on demos in the sales process
- 45% of ERP channel partners or value added resellers frequently use LinkedIn to find new contacts
- 79% of ERP channel partners or value added resellers are based in Miami
- The Next Chapter for ERP Partnerships
- Methodology
What Strategy Has Been Most Effective For Building Your Pipeline?
100% of ERP channel partners or value added resellers agree that referral networks have been most effective in building their pipelines
A single strategy stands out as being the most effective:
Recommendations and referrals have always been powerful marketing tools, and studies show that referral marketing can generate conversion rates up to 3 to 5 times higher. Therefore, it’s not surprising that all 139,895 of our audience agree that referral networks are the most effective strategy for building their pipeline.
These groups of individuals or businesses exchange leads, clients, or business opportunities through mutual recommendations that are built on trust, credibility, and reciprocal relationships, and they clearly have a high ROI.
What Type Of Marketing Support Do You Value Most From Lead Generation Vendors?
100% of ERP channel partners or value added resellers say that co-branded campaigns are the type of marketing they most value from lead generation vendors.
One type of marketing support has the most value in lead generation:
Co-branding has become incredibly popular in recent years, with brands collaborating with one another and with influencers to expand their market reach, enhance credibility, and improve lead quality. The benefits of co-branding also include reduced marketing costs, the opportunity to share resources, and doubling interest. Additionally, reports indicate that 71% of consumers are drawn to co-branding within brand partnerships, and this form of marketing encourages them to try new products or brands.
With so many advantages, it’s understandable that 100% of ERP channel partners or value added resellers say that co-branded campaigns are the most valuable type of support a vendor can offer.
Which Sales Activity Creates The Most Lead Generation Opportunities?
56% of ERP channel partners or value added resellers have neutral opinions about whether phone calls create the most sales opportunities
Opinions are neutral about sales activities, with some more talked about:
With all opinions about which sales activity creates the most opportunities being neutral, it’s evident that there’s no one clear preference. However, our audience did discuss specific activities more than others, with phone calls leading the way at 56%, followed by trade show networking (36%), and LinkedIn outreach (7%). The focus on phone calls tracks, with current trends confirming that for sales professionals, 41% still consider phone outreach the most effective lead generation channel.
What Role Does Technology Play In Your Lead Generation Process?
100% of ERP channel partners or value added resellers say that CRM management plays a major role in their lead generation process
CRMs are the tech that drives lead generation:
CRM management plays the most important role in the lead generation process for 100% of our audience. As customer relationship management is crucial to success, the reliance on this technology aligns with industry requirements. In fact, CRMs are so widely used and integral to business that the market size was valued at $73.40 billion in 2024, and is projected to reach more than double that in 2030.
How Are You Using AI for Lead Generation?
92% of ERP channel partners or value added resellers are using AI for lead generation content personalization
The use of AI in lead generation is largely effective:
Personalization is far more than a buzzword in marketing. As early as 2021, McKinsey reported that 71% of consumers expected personalized interactions from companies, while 76% felt frustrated when these interactions did not materialize. With AI, personalized interactions have become even easier to facilitate, and our audience is finding this out for themselves.
92% say that using AI for content personalization is effective, while just 8% say it’s ineffective for this part of lead generation. This may be because they have not discovered how to use it effectively as yet, or because their workflow does not require the type of content personalization that AI can deliver.
Which Content Type Helps You Attract The Right Leads?
Case studies are the type of content 77% of ERP channel partners or value added resellers say helps them attract the right leads
Two types of content play a role in lead generation:
Case studies attract leads by showcasing real success stories, proving credibility, and demonstrating measurable results. Research from the Content Marketing Institute shows that 73% of the most successful content marketers use case studies, aligning closely with the 77% of our audience who say that case studies are the type of content that helps them attract the right leads.
Product demos are also considered a good option, with 23% saying they are the most effective. This suggests that overall, consumers want to see content that either backs up claims or explains how a product fits in with or enhances their lives.
What Industry Do You Primarily Serve?
57% of ERP channel partners or value added resellers primarily serve the tech industry
Our audience primarily serves two industries:
Due to the nature of their business, ERP channel partners or value added resellers tend to primarily serve two industries, and our audience is split quite evenly between them. 57% primarily serve industries that have a technology focus, while 43% primarily serve industries with a professional focus. This highlights the broad applicability of ERP solutions across both tech-driven and service-oriented sectors.
Which ERP Vendor Are You A Channel Partner Of?
16% of our audience confirms that they are confirmed Microsoft Dynamics ERP channel partners
Channel partnerships are divided and not all confirmed:
Although Oracle recently earned $8.7 billion in annual ERP revenue, surpassing long-time frontrunner SAP to become the number one ERP provider, neither of these providers is that popular with our audience. Only 2% are confirmed Oracle vendor partners, and 37% are potential partners, while 5% are confirmed SAP partners, and 7% potential.
In contrast, 16% are confirmed Microsoft Dynamics partners and 1% are potential partners, 9% are confirmed NetSuite partners and 22% are potential partners. This suggests that while global giants like Oracle and SAP dominate overall ERP market share, mid-market and growth-oriented partners in our audience gravitate toward more flexible, accessible platforms like Microsoft Dynamics and NetSuite that better align with their clients’ integration needs, scalability goals, and industry-specific requirements.
What Information Do You Most Often Need Before Reaching Out To A New Prospect?
69% of ERP channel partners or value added resellers say that having information about a new prospect’s current software or ERP system is important before they reach out
Knowledge can empower lead generation:
Understanding your target audience is critical for targeting the right leads. For our audience, two areas of information can help them refine their strategies before reaching out to a new prospect.
69% of ERP channel partners or value added resellers say that having information about a new prospect’s current software or ERP system is important, while 19% say this information is essential. Information on recent company initiatives is also rated as important by 12%, reinforcing how understanding a prospect’s technology environment and business priorities allows partners to tailor their approach, demonstrate relevant value, and build stronger, more strategic client relationships.
Which Type Of Prospect Do You Contact Most Often?
28% of ERP channel partners or value added resellers do consistent outreach to new companies
The regularity of outreach differs in time and type of business:
New companies are clearly the preferred type of prospect for our audience, with 28% doing consistent outreach and 49% doing outreach occasionally. Small businesses are far behind, with only 5% doing constant outreach and 18% doing so occasionally.
This divide indicates that ERP channel partners and value-added resellers prioritize high-growth, new companies for lead generation, likely because these prospects are more receptive to adopting new systems and technologies. In contrast, smaller, established businesses may be more challenging to engage or slower to invest in ERP solutions.
Which Part Of The Sales Process Do You Spend The Most Time On?
79% of ERP channel partners or value added resellers spend the most time focusing on demos in the sales process
Focus is split three ways, with one standout leader:
Although only 23% of our audience said that product demos were the most effective type of content for attracting leads, 79% say that focusing on demos is the part of the sales process that takes the most time. Scheduling meetings is the most time-consuming for 17%, and only 4% say that it’s following up with prospects.
According to HubSpot, product demos play a hugely important role in closing prospects, making them not only integral to the sales process, but one that investing time in can result in a high ROI. Based on this, it’s easy to see why our audience puts such a heavy focus on them.
Which Tools Do You Use Most To Find New Contacts?
45% of ERP channel partners or value added resellers frequently use LinkedIn to find new contacts
LinkedIn can be an excellent source of leads:
40% of B2B marketers say that LinkedIn is the most effective channel for driving high-quality leads and that it’s a whopping 277% more effective at generating high-quality leads than Facebook and Twitter.
LinkedIn’s effectiveness lies in its professional focus and its advanced targeting tools, credibility-driven environment, and content-based engagement make it ideal for building trust and nurturing relationships that convert into real business opportunities. Our audience clearly finds it effective too, with 100% stating that it’s the tool they use most to find new contacts, split into 45% who use it frequently and 55% who do so occasionally.
Which City Are You Based In?
79% of ERP channel partners or value added resellers are based in Miami
Our audience resides in two clear locations in the US:
As the fastest-growing city in the US for startups, Miami also takes the lead as the location where the majority of our audience is based. 79% of ERP channel partners or value added resellers are positive about being based in this city, compared to the 21% who are neutral about being based in Los Angeles.
Although LA is a major business hub, it is more focused on entertainment. Miami has a more startup focus, which would indicate it has a bigger target audience for ERP channel partners or value added resellers.
The Next Chapter for ERP Partnerships
Overall, these opinions paint a clear picture of an industry that’s evolving fast but remains grounded in relationships and trust. ERP channel partners and value added resellers are embracing technology, AI, and professional networks like LinkedIn to enhance their lead generation efforts, while still relying on proven strategies such as referrals and personalized engagement.
Their focus on new, high-growth companies and adaptable ERP systems underscores a forward-thinking approach, combining traditional relationship-building with digital tools to remain competitive in an ever-changing marketplace.
Methodology
Sourced using Artios from an independent sample of 139,895 United States ERP Channel Partner or Value Added Reseller opinions across X, Reddit, TikTok, LinkedIn, Threads, and BlueSky. Responses are collected within a 65% confidence interval and 5% margin of error. Results are derived from opinions expressed online, not actual questions answered by people in the sample.
About the representative sample:
- 45% of ERP channel partners or value added resellers in the USA are between the ages of 45 and 64.
- 53% identify as male and 47% as female.
- 40% earn between $200,000 and $500,000 annually.
Sales Special Forces
We’ve worked with 25 companies & counting.
Our sweet spot – Channel & Alliance partners sick of pipeline problems.
Our customers have seen millions in pipeline in <6months,10x their largest
deal-to-date, and 5-6 meetings booked on their calendar every week.
If you want real results from real professionals, let’s talk.
Strategy
+ Execution
= Results
Sales Special Forces
We’ve worked with 25 companies & counting.
Our sweet spot – Channel & Alliance partners sick of pipeline problems.
Our customers have seen millions in pipeline in <6months,10x their largest deal-to-date, and 5-6 meetings booked on their calendar every week.
If you want real results from real professionals,
let’s talk.
Get in Touch
We look forward to your message!
Pingback: Driving Business Growth with ERP Channel Partner Strategies