Salesforce and HubSpot reshape partner programs for the AI era | MarTech

"We watch about 35,000 companies delivering channel partner programs. Almost 400 companies have now made these kinds of changes. It's an evolution of how partner ecosystems work."

"Salesforce announced a sweeping overhaul of its consulting partner program in March 2026, replacing its long-standing four-tier system - Base, Ridge, Crest and Summit - with a simplified two-tier structure: Select and Summit. The company also dramatically reduced the number of partner credentials, replacing roughly 170 badges with 28 core competencies."

"Salesforce leadership framed the move as a shift from traditional systems integration toward what it calls 'outcome architecture.' Salesforce executives say the changes are designed to align partners with the company's AI-driven strategy, particularly its Agentforce platform."

HubSpot and Salesforce announced major partner program overhauls designed to improve quality and enable AI-driven outcomes. These changes represent a strategic reset as both companies compete to remain central platforms in AI-driven software stacks. The restructuring affects partner qualification requirements, compensation models, and required expertise. Both companies are shifting away from broad partner ecosystems toward smaller groups of deeply specialized firms. Salesforce replaced its four-tier system with a two-tier structure and reduced partner credentials from 170 badges to 28 core competencies. These changes reflect a larger industry transformation, with approximately 400 companies implementing similar partner program modifications out of 35,000 total channel partner program providers.

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