Every CRO wants more partner-involved deals. Partner-sourced, partner-led, and partner-influenced opportunities are always bigger deals that close faster for higher amounts.
Yet according to Hannible Scipio’s research at Forrester, most companies “lack the data, automation, and programs to consistently grow partner-sourced pipeline”
This frustrates every CRO, CFO and chief partner officer out there, and likely contributes to the recent high turnover rate of partner executives.
The good news bad news of this is a double-edge sword.
- Good news: it’s not the partner teams’ fault
- Bad news: there’s a systems gap
Today’s systems gap limits multi-partner selling strategies
The CRM and PRM systems companies use today were never built to let sales reps share data and co-sell with sellers outside the four walls of their castles. To scale co-selling across partners and across sales teams, companies need:
- GDPR-compliant data sharing and sharing policy governance controls
- Automated account mapping that can scale across millions of accounts, even when CRM data is woefully dirty and incomplete
- Multi-partner data triangulation to identify the best accounts to focus on or each GTM motion
- Mass-activation sales campaigns to launch co-selling or partner-to-partner selling motions between sellers at different companies
Attribution reports that track all new pipeline and revenue generated by these sales motions
A new hope: multi-partner selling programs that scale with automation
I’m a Star Wars fan. And I think it’s about time for partner executives and sales teams to have hope. There is hope for more high-quality pipeline, faster sales cycles, and hitting sales targets in 2026. This hope can quickly turn into reality thanks to:
- New technology from PartnerTap that can automate and scale multi-partner selling motions
- New services from the ecosystem growth experts at Bridge Partners to help you build your multi-partner selling program proof of concept and see results in just three months.
PartnerTap’s ecosystem and co-selling platform fills the multi-partner co-selling systems gap, drives new partner-involved pipeline, and gives executives the pipeline and revenue attribution reports to prove it.
And even more reason for hope!
The ecosystem growth experts at Bridge Partners have designed four new professional services offerings to help companies build their new multi-partner selling programs in a way that generates high-quality new pipeline immediately, and scales with automation for future global impact.