The GTMnow Podcast GTM 171: How to Build a Partner Ecosystem That Sells for You | Brian Weinberger
Dec 3, 2025
In this engaging discussion, Brian Weinberger, Chief Revenue Officer at Sisense, unpacks 30 years of partner-selling experience. He explores the evolution of partner ecosystems, emphasizing a delivery-first strategy to drive retention. Brian argues that knowledgeable partners create 'superhuman' sellers and suggests a hybrid approach compared to Salesforce and Microsoft. He also outlines a 90-day playbook for building integrations and highlights the importance of hiring the right talents for successful partnerships.
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Delivery Should Guide Partner Decisions
- Delivery is the north star when evaluating partner motion fit for your product.
- If implementation is technical, partners often make the product stick and drive customer-for-life retention.
Prioritize Partner Enablement Early
- Invest heavily in enablement before scaling partners and measure how quickly a partner can become expert.
- If average people can be enabled to do extraordinary work, partner selling will scale.
The Future Is A Hybrid GTM Model
- The direct versus reseller model is not binary; the future is hybrid and depends on product and scale.
- Microsoft exemplifies reseller distribution while Salesforce exemplifies direct selling, and many companies sit between both.
