Partnerships are, at it’s heart, a combination of sales and marketing that aligns the willingness of other companies to work with you to advanced their, and therefore, your sales. These alliances can be true revenue hyper accelerators if managed correctly, or a drain in your sales processes if left on their own. Too many partner leaders focus on non-revenue KPIs to develop partnership elements and don’t focus enough on the revenue side. Although some of those activities are needed, the focus must always be on revenue, and therefore, how to get to that revenue is very important.
These alliances have different types of routes to market. The terms "Sell with," "Sell to," and "Sell thru" define the way partners engage in the sales process:
Sell With: oint GTM and co-sell alignment.
Sell To: Direct sales relationship (the partner is your customer).
Sell Thru: indirect distribution (the partner sells to end users).
Each partnership model and route to market can be tailored to the needs of specific customer segments, enhancing the value proposition of the solution being sold. When leveraged strategically, these partnerships can accelerate business growth, enable access to new markets, and create innovative solutions that meet the evolving needs of customers across industries. As a partner or sales leader, your success hinges on identifying which mix of partners creates the greatest mutual value. The most successful ecosystems aren’t just built on contracts—they’re built on shared strategy, aligned incentives, and measurable joint wins. Your job is to design a partner motion that matches your growth motion—and activate every route to market to multiply impact.
Obviously those routes change by the type of partnerships that you develop. Here are a few:
Who they are: Software companies whose products extend or integrate with your platform or technology stack. If they embed your product, you will have a built in sales force selling your product. ISVs are often called “the gift that keeps on giving”.
Why they matter: ISVs drive stickiness and differentiation by adding functionality that keeps your ecosystem relevant and growing.
How to partner:
Sell With: Joint GTM motions—co-sell campaigns, marketplace listings, and joint solution bundles.
Sell To: You sell your product to the ISV (e.g., your infrastructure becomes their deployment platform).
Sell Thru: The ISV sells your solution as part of theirs—ideal for embedded or OEM-style relationships. This includes embedding your product secretly or selling a full version of it as part of their solution.
Who they are: Companies that embed your product or technology into their own solutions. I am covering this aside the standard ISV relationships because they are the goal for platform companies and deserve its own space.
Why they matter: OEMs create scale—your product becomes a feature in someone else’s platform. They sell it for you and its literally the gift that keeps on giving.
How to partner:
Sell With: Co-market the joint solution to mutual accounts.
Sell To: License or sell your technology directly for integration.
Sell Thru: They resell your technology inside theirs, extending your brand invisibly but broadly.
Who they are: Companies that run IT, cloud, and security environments for customers on a recurring basis.
Why they matter: MSPs drive recurring revenue and expand your reach into midmarket and SMB accounts where you might not have a direct presence.
How to partner
Sell With: Co-deliver managed services powered by your technology.
Sell To: Position your product as part of their service stack.
Sell Thru: Enable them to deliver your solution downstream to their managed customers.
Who they are: Large consulting firms (Accenture, Deloitte, KPMG, Capgemini, etc.) that drive digital transformation for enterprise customers.
Why they matter: GSIs unlock enterprise-scale projects and influence massive purchasing decisions across industries.
How to partner:
Sell With: Co-develop solutions, influence enterprise deals, and pursue joint pursuits at key accounts.
Sell To: Provide them with specialized products or capabilities to include in client programs.
Sell Thru: Leverage them as a route to deliver your technology at global scale via implementation frameworks.
Who they are: Regional or industry-focused integrators that deliver technology and consulting to local customers.
Why they matter: RSIs provide agility, geographic reach, and domain expertise that complements your larger ecosystem.
How to partner:
Sell With: Joint account mapping and regional enablement.
Sell To: Supply them with your technology as part of their client projects.
Sell Thru: Use their reseller or services motion to penetrate regional markets efficiently.
Who they are: Partners who sell and support your products, often bundling them with complementary hardware, software, or services.
Why they matter: Channels create leverage—hundreds of partners selling on your behalf multiplies your reach.
How to partner:
Sell With: Joint marketing programs, deal registration, and co-funded lead generation.
Sell To: Offer margins and enablement for them to sell your products directly.
Sell Thru: Use a distributor to manage tiered channel relationships at scale.
Who they are: Massive infrastructure platforms that host and power most modern software (AWS, Microsoft Azure, Google Cloud).
Why they matter: Partnering with a hyperscaler gives you instant credibility, marketplace exposure, and co-sell alignment that accelerates deal velocity.
How to partner:
Sell With: Joint GTM plays through cloud marketplaces and co-sell programs.
Sell To: Run your technology natively on their infrastructure (pay-as-you-go models).
Sell Thru: Offer your solution through their marketplace ecosystem and reseller network. Take advantage of Private Offers.
Who they are: Technology partners that align on a common vision, API interoperability, or industry play.
Why they matter: These alliances build thought leadership, cross-sell potential, and market validation.
How to partner:
Sell With: Build integrated solutions and go-to-market narratives.
Sell To: Provide foundational infrastructure or services to other ecosystem members.
Sell Thru: Enable indirect monetization through ecosystem programs and joint channel plays.
If you have any questions on how to start or improve your partner business, feel free to contact me with questions. Please click on the box below.