Brian Weinberger is the Chief Revenue Officer at Sisense, a leading analytics platform helping companies embed intelligence into every product experience. With over 30 years in sales leadership across New York’s tech scene, Brian has built and scaled go-to-market teams at every stage—from early-stage startups to category-defining giants like Yext, Segment, and Salesforce.

Discussed in this episode

The evolution of partner selling — from VARs to SIs to ecosystems
How to know if partner selling fits your GTM model
The delivery-first mindset that drives retention
Direct vs. partner motion: Microsoft vs. Salesforce
Why enablement is the #1 green flag for partner success
Partner marketing: how to make resellers self-sustaining
Using AI to power future-ready GTM models
The case for hybrid work in high-performance sales cultures

Episode Highlights

00:00 — The “year four” moment when partners are selling for you

01:07 — 30 years of selling through partners in New York

03:22 — Start partner strategy with delivery, not distribution

06:32 — Why partner selling creates “superhuman” sellers

09:59 — Salesforce vs. Microsoft: direct vs. reseller — and why the future is hybrid

12:13 — The startup hack: sell delivery on your paper, subcontract partners

17:16 — A 90-day playbook for integration partnerships

21:39 — Hiring the right people to build a partner business

27:18 — How Sisense runs delivery partners and an Australian reseller

29:55 — White-labeling Snowflake: using resell to get the giant’s attention

This episode is brought to you by our sponsor: BoomPop

We’re deep in event planning right now, as no doubt many of you are.

Whether it’s an offsite, conference, or any other kind of event, BoomPop makes that happen with end-to-end planning all in one place.

They handle everything from venues to experiences, so you can focus on the delights of meeting in person, not the logistics.

Being part of GTMnow, you’re eligible for full-service event planning for just $99 per person (terms apply). Head to boompop.com/gtmfund to explore seamless support for your events.

Follow Brian Weinberger

LinkedIn:https://www.linkedin.com/in/brianweinberger

Recommended Books

What Great Salespeople Do by Michael Bosworth & Ben Zoldan — The power of storytelling in sales
The Power of Nice by Linda Kaplan Thaler & Robin Koval — Why kindness compounds in business
Sacred Hoops by Phil Jackson — Coaching and leadership lessons from the Bulls dynasty

Referenced

Sisense: https://www.sisense.com
Snowflake: https://www.snowflake.com
AWS: https://aws.amazon.com
Salesforce: https://www.salesforce.com
Microsoft: https://www.microsoft.com
Accenture (SI example): https://www.accenture.com

The GTMnow Podcast
The GTMnow Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.

Visit gtmnow.com for more episodes and other interesting content.

Epstein files vote; Mohammed bin Salman visit; a clever wolf; and more

The 7

Why Baby Boomers Became So Wealthy

The AI-powered Podcast Player