The launch of the Ecosystem Compass report sparked conversations about how companies can maximize their success through strategic partnerships and marketplace investments. To build on that momentum, we hosted a follow-up webinar to discuss how the most successful companies execute their ecosystem strategies.
This session featured insights from top industry leaders, including Adel Farahmand (Pinecone), Ron Piovesan (Okta), Trunal Bhanse (Clazar), Ed Cepulis (GitLab), and Shan Li (Visa). They shared actionable takeaways on navigating marketplaces, deepening strategic partnerships, and measuring success. If you’re looking to refine your approach, here’s what you need to know.
Navigating Ecosystem Marketplaces
Marketplaces are no longer just an option—they’re a necessity. AWS, Microsoft, and Salesforce have built massive ecosystems where partners generate billions in revenue. But how do you ensure your company stands out?
Making Marketplaces Work for You
Adel Farahmand, VP of Business Development & Partnerships at Pinecone, shared how his company became a top AWS Marketplace listing and won the AWS Gen AI Innovator Partner of the Year award. Here’s what you need to know:
- Align with Marketplace Priorities: Understand what AWS, Microsoft, or Salesforce care about. For Pinecone, that meant focusing on AI and GenAI.
- Use a PLG & Co-Sell Model: A strong product-led growth (PLG) motion drove adoption, which was then scaled through co-sell efforts.
- Automate Everything Possible: Clazar helped Pinecone streamline deal registration, making it easier for the sales team to engage AWS reps and close deals faster.
Why Automation is a Game Changer
Trunal Bhanse, CEO of Clazar, emphasized that you need automation if you want to scale.
- Automating deal registration saves time and ensures you never miss an opportunity.
- Removing manual bottlenecks lets you focus on strategy, not admin work.
- Companies that integrate co-sell automation grow faster and get more from their marketplace relationships.
If you’re looking to scale in a marketplace, focus on automation and aligning with your hyperscaler’s priorities from day one.
Where the Smartest Companies Are Investing
Spreading yourself too thin won’t work. The best companies go deep with a few high-impact strategic partnerships rather than chasing too many at once.
Why Less Is More in Partnerships
Ron Piovesan, Head of Technology Partnerships at Okta, shared why his team focuses on just 5-6 deep partnerships—even though Okta has over 7,000 integrations. Here’s why you should consider doing the same:
- Big partnerships take time. Okta works on 12-18 month roadmaps with its top partners to create meaningful impact.
- Sales motion and customer needs must align. Partnering is easier when both companies sell to the same buyer and have similar sales cycles.
- Cross-functional buy-in is a must. If your product, marketing, and sales teams aren’t aligned, the partnership won’t reach its full potential.
Before you invest deeply in a partnership, ask yourself:
- Does this partner have executive buy-in?
- Can this partnership generate real revenue?
- Is there a long-term roadmap for growth?
A Smarter Approach to Partner Selection
Penny Byron (Bridge Partners) shared how companies can take a structured approach to selecting and managing partners:
- Use a partner scorecard: Rather than relying on existing relationships, companies should use an objective framework to evaluate partners based on impact, alignment, and scalability.
- Tailor partner incentives: Not all partners value the same things. Some prioritize referrals, while others care more about co-marketing support or access to accounts.
- Map partners across the customer journey: The most successful partnerships contribute at multiple touchpoints, from acquisition to retention, rather than just serving as lead sources.
The Three Cs of Partnership Success
Penny Byron also introduced the Three Cs framework for building and sustaining high-impact partnerships:
- Clarity: Establish clear goals, roles, and expectations from the beginning to ensure both partners are aligned.
- Collaboration: Foster strong communication and joint initiatives to create mutual value and maintain momentum.
- Commitment: Long-term success requires ongoing investment and continuous engagement to keep the partnership thriving.
How You Should Measure Partner Impact
Successful partnerships aren’t just about commissions. They’re about real business impact. If you’re only tracking referrals, you’re missing the bigger picture.
Beyond Commissions: Tracking Real Value
The Ecosystem Compass report highlighted that the best partnerships focus on:
- Helping partners grow their business, not just offering commissions.
- Creating integrations that drive adoption.
- Providing ecosystem support that makes it easy for partners to succeed.
Service Partners Matter More Than You Think
Ed Cepulis (GitLab) and Shan Li (Visa) shared how leading companies measure partner success:
- Track how service partners contribute to key customer outcomes.
- Identify which partners drive adoption and expansion.
- Map partner engagement across the customer journey.
Make Your Impact Visible
One of the biggest takeaways? You need to make your success known inside your company.
- Create dashboards that track partner-driven revenue and adoption.
- Incorporate partner data into sales and marketing reports.
- Work closely with internal teams to align on goals.
Final Thoughts
If you take nothing else from this webinar, remember these three things:
- You need to align with your marketplace’s priorities and automate your co-sell efforts.
- Focus on fewer, high-impact partnerships rather than spreading yourself too thin.
- Measure and showcase partner-driven impact inside your company.
Want to go even deeper? Download the full Ecosystem Compass Report for the latest insights on winning in today’s partner economy.
