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
Up to 50% of the revenue for leading tech firms is driven through partnerships. Beyond topline impact, the right alliances can fuel expansion into new markets, enhance innovation, and deepen customer engagement.
VARs and MSPs are repositioning themselves to deliver more integrated solutions, while leading GSIs and ISVs are stepping up as strategic collaborators, bringing domain expertise and co-innovation capabilities.
With over half of all channel partners now actively investing in AI and automation, the bar for technical specialization and adaptability is rising sharply. The partnership landscape is shifting quickly, and success demands a forward-looking intelligent digital strategy.
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
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:
They are also embracing a new playbook centered on:
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