Technology leaders like Salesforce , Databricks , Snowflake , SAP SuccessFactors , Google Cloud , Microsoft , and Amazon Web Services (AWS) each have hundreds – sometimes thousands – of ISV and SI partners in their ecosystems.
So the real questions are:
How do you stand out? How do you consistently increase co-sell revenue? What should your Channel Sales strategy actually look like?
Here’s the hard truth—and the opportunity.
1️⃣ Standing Out Is Not About Logos or Listings
Every partner has a badge. Very few have field relevance.
You stand out when:
- Your solution is tied to a real customer problem the platform seller is already trying to solve
- You show up with use cases, reference accounts, and joint stories, not generic positioning
- Partner AEs know when to pull you in—and why
If the partner field doesn’t understand how you help them win deals, you’re invisible.
2️⃣ Co-Sell Revenue Comes From Execution, Not Enablement
Most co-sell programs fail because they stop at enablement.
Real co-sell happens when you:
- Align to specific accounts and territories
- Do joint account planning, not broad campaigns
- Build repeatable GTM plays the field can reuse
- Track partner-influenced pipeline like you track direct sales
Co-sell is a sales motion, not a partnership activity.
3️⃣ Your Channel Sales Strategy Must Be Focused
Trying to work with everyone guarantees results with no one.
Winning channel strategies are:
- Selective (few partners, deep relationships)
- Use-case driven, not vertical-only
- Field-aligned with clear ownership and cadence
- Measured by pipeline and revenue, not meetings and MDF
Channel sales works when it’s treated as a revenue function, not a side-of-desk role.
The Bottom Line
In crowded ecosystems, differentiation doesn’t come from being listed, it comes from being operationally embedded.
The partners that win:
- Execute relentlessly
- Align tightly with the field
- Turn alliances into predictable revenue engines
If your channel strategy isn’t producing pipeline, it’s not a channel problem, it’s an execution problem.
Curious how others are solving this with CelerityHat?
CelerityHat can help!
CelerityHatHat empowers partnerships through #Alliance-Management-as-a-Service (AMaaS) — cultivating strong, value-driven relationships supported by tailored Go-To-Market (GTM) strategies. Our model helps clients unlock scalable opportunities for growth, innovation, and strategic alignment, driving measurable business outcomes and sustained success.
CelerityHat designs and leads partner programs, ecosystem strategy, and execution frameworks that align partner sales with the priorities of high-growth technology companies such as Salesforce , SAP SuccessFactors , Snowflake , Databricks , MuleSoft , Amazon Web Services (AWS) , Microsoft and Google Cloud. Through this collaborative and data-driven approach, Celerity Hat enables organizations to accelerate revenue, expand market reach, and amplify ecosystem impact.