Multi-partner selling at scale
SAP launches “Power of 3” and sets the industry standard for multi-partner selling
Partners have been co-selling with SAP Account Executives for decades. Sometimes deals start with opportunistic introductions; other times the reps have known each other for 15 years. But every Q1, territories are re-assigned and co-selling grinds to a halt — leaving only nine months to build pipeline and sell.
Led by Darryl Gray, SVP of ISV Partners, SAP launched one of the industry’s most advanced multi-partner sales initiatives: Power of 3. It is SAP’s scaled “better together” sales motion with ISVs, GSIs, and resellers — a highly scalable program fueled by technology from PartnerTap and strategy and execution support from Bridge Partners.
The program launched at SAP’s Worldwide Partner Manager Summit, where SAP trained global and regional partner managers on PartnerTap, introduced the Power of 3 program, and invited top-tier ISV partners to participate.
The “Power of 3” playbook
SAP is operationalizing multi-partner selling at scale through five moves: scale up co-selling with top revenue-driving partners, invest in a partner ecosystem management platform, develop a multi-partner sales strategy and playbook, accelerate annual business planning with mapped whitespace, and train sales teams to become world-class co-sellers.
What makes the approach groundbreaking isn’t just the strategy — it’s the speed and scale of execution. As one of the largest software companies in the world, SAP is setting the standard other ecosystems can follow, whether you lead these plays in your own ecosystem or participate in plays orchestrated by the largest cloud and technology companies.
Expertise to design the strategy and program, from specialists who know what good looks like.
Bridge Partners
Technology for automation, data, and sales collaboration workflows that make scale possible.
PartnerTap
Program support to help partner and sales teams move quickly and effectively.
SAP partner organization
PartnerTap impact at SAP
Secure data sharing at scale.
For the first time, SAP shares customer data with partners through digital clean rooms that give both parties full control over what is shared.
Precision targeting in minutes.
Automated account mapping and product-level whitespace analysis let SAP and its partners identify the best accounts to target in minutes rather than months.
Co-sell engine activation.
PartnerTap’s Co-Sell Engine automates co-selling and partner-to-partner sales play activation, handling opt-ins and introductions at unlimited scale.
Faster annual planning.
Partner managers use mapped whitespace to identify top opportunities early, streamlining 2026 business planning, territories, comp, and campaigns.
AI-ready mapped data.
SAP generates AI-ready mapped data that’s available through PartnerTap’s MCP.
Attribution on every play.
Attribution reporting tracks net-new pipeline and revenue from each sales play and each partner, giving executives clear visibility into program ROI.
If you’re an SAP partner interested in SAP’s Power of 3 Multi-Partner Sales Playbook, contact Laura Merkelo at laura.merkelo@sap.com. To discuss how PartnerTap can help your company operationalize and scale multi-partner selling, contact us here.
We use PartnerTap to orchestrate our Power of Three program and run co-sell sales plays with, through, and across our partner ecosystem.”
Darryl Gray
SVP ISV Partner Management
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