on partner-influenced deals compared to direct sales.
with certified partners shortening sales cycles significantly.
representing over two-thirds of global IT spend.
How do emerging trends impact multi-partner selling strategies?
The market is shifting from isolated vendors to orchestrated “partner swarms” that deliver complete customer outcomes, fueled by AI, cloud, and buyer complexity.
Rise of Partner “Swarms”
Specialized clusters of MSPs, ISVs, SIs, and hyperscalers are replacing single-partner deals to co-develop and deliver integrated solutions.
Hyperscaler Co-Selling
Cloud giants are moving beyond marketplaces to full-cycle co-selling, sharing data with SIs to drive consumption and outcomes.
AI-Powered Ecosystems
AI and predictive analytics are reshaping B2B sales, demanding data-driven programs and fast-value enablement for partners.
Mature Programs Drive 2x Revenue Growth
28% of Revenue
18% of Revenue
Robust enablement and data-driven programs are strategic infrastructure, not overhead, unlocking superior growth.
Partners Dominate the Tech Market
Partner-delivered IT tech & services represented over $3.4 Trillion of the global market in 2023.
Examples of Successful Multi-Partner Initiatives
Scale Leaders: Microsoft & Cisco
These giants exemplify exponential revenue multiplication through partners. Microsoft derives 95% of its commercial revenue from its ecosystem, while Cisco attributes 90% of its bookings to resellers, showcasing the power of services and bundling.
Automation-Driven Growth: CloudNC & Pivot3
Leveraging PRM automation, CloudNC achieved a staggering 300% reseller growth in just 6 months. Similarly, Pivot3 expanded its registered deals by 275% in its first year by optimizing its partner program with technology.
Distributor-Led Orchestration
Distributors are becoming central orchestrators, pairing multiple ISVs with the right resellers for large, strategic end-customer deals. This model allows for bundling complex solutions that a single vendor could not offer.
Key Challenges vs. Opportunities
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Address challenges by building multi-partner data access and co-sell training now to capture a 55% revenue uplift and outpace direct sales in 2026.