Ecosystem & Alliances

Rewrite your growth playbook

Leverage next-generation alliances to accelerate innovation and maximize market impact

When was the last time you really evaluated your strategic partnerships as accelerators for growth?

In a rapidly shifting technology ecosystem, alliances have become core growth levers for BigTech. The ability to scale innovation, drive customer success, and expand market presence increasingly hinges on the strength and agility of your partner ecosystem.

The ecosystem has evolved

Ecosystem dependency is now the revenue engine of big tech

Up to 85–90% of enterprise revenue for major hyperscalers is now partner-linked, making GSIs, ISVs, MSPs, and resellers central to how cloud and AI solutions are sold, built, and delivered. This dependence will intensify as industry and operations solutions overtake IT-centric deals.
Partner-linked deals are shifting from IT to industry and operations

The next five years will see three-quarters of alliance revenues come from vertical and business operations solutions, not infrastructure. This shift reflects enterprise demand for integrated cloud + data + AI systems that solve real workflows rather than technology silos.
Marketplaces are redefining how services and IP monetize

With enterprise cloud deals now involving six to eight partners on average, marketplaces are becoming the commercialization layer. By 2030, they will handle over $120B in partner transactions, enabling GSIs and tech vendors to co-create IP and sell modular, transactable solutions at scale.

Barriers to scaling effective partnerships

Despite the opportunity, BigTech leaders face a complex set of challenges:

Misaligned priorities with key partners (e.g., AI, ESG)
Global ecosystem complexity and governance
Scaling partner capabilities and readiness
Internal sales conflicts and channel cannibalization
Insufficient visibility and transparency in the partner model

Redefine success

Leading organizations are rethinking how they define and measure success.

Rather than focusing solely on transactional KPIs, they are shifting toward outcome-oriented OKRs that prioritize:

Scalable ecosystem orchestration
Innovation and technology adoption
Partner satisfaction and enablement
Sustainable, compliance-ready growth

They are also embracing a new playbook centered on:

Multi-layered ecosystem orchestration
AI-driven performance insights
Innovation-led reward systems
Hybrid go-to-market enablement

Ready to evolve your alliance strategy?

The tech ecosystem is moving fast. Don’t get left behind. Let’s explore how a modern ecosystem and alliance strategy can help you drive growth, resilience, and innovation.