The best software companies understand the power of partners to reach new prospects, accelerate deals, and increase customer success. Whether you sell software to customer-facing teams or the back office, whether your software is used by teams or powers decisions with AI, partners can help you get your software in front of more companies. But how can you engage with partners to increase your sphere of influence? There’s a short-term and a long-term answer. In the short term, connecting your sales reps to their counterparts on each account, at each partner is the single biggest thing you can do to uncover more opportunities and close deals faster. In the long run you need to nurture a strong ecosystem of partners around your business that elevate and defend your company’s’ position in the market.