Show Notes
For years, partnerships with global systems integrators were often viewed through a narrow lens - implementation, services, and support. Rajiv Batra challenges that assumption directly. “A lot of times when we work with GSIs… there is a notion that it’s more focused on process consulting… I will say that’s not fully true.” Instead, GSIs are increasingly central to building differentiated, industry-specific solutions. The real value is not just delivery - it is co-creation. Inside Partnering is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.
Start with Industry, Not Technology One of the most important shifts Rajiv describes is where solution building begins. Not with products. Not with features. But with industry patterns. “Pick an industry… focus on what exactly are the common patterns which we are seeing… the challenges our customers are facing.” GSIs bring decades of domain expertise across healthcare, financial services, manufacturing, and beyond. That knowledge becomes the foundation for building solutions that actually resonate. Google Cloud and ISV partners brings the platform and technology. GSI Partners bring the context. Together, they build something neither could deliver alone. The Blurring of ISV and SI Roles One of the most interesting dynamics in the conversation is how traditional categories are breaking down. “The lines are blurred now.” GSIs are no longer just implementers. They are building IP, assembling multi-vendor solutions, and packaging repeatable offerings. At the same time, platforms like Google Cloud are leaning heavily into ecosystem orchestration. The result is a more connected, interdependent model where: * ISVs contribute product innovation * GSIs contribute industry solutions * Platforms enable scale and distribution The differentiation comes from how well these pieces are integrated. AI Is Changing How Partnerships Operate Rajiv makes a clear distinction when talking about AI. The real transformation is not about automation. It is about moving from data to insight to value. “The real power… is not about the capture of data… that’s the starting of the journey.” This shows up in two critical areas. 1. Internal Productivity and Decision Making Rajiv describes using AI as a “chief of staff” to prioritize work, summarize information, and guide daily execution. “Gone are the days where I start my day with a cluttered inbox… today, I start my day talking to my AI chief of staff.” This is not just efficiency - it is focus. 2. Transforming Core GTM Motions More importantly, AI is reshaping how partners plan and execute together. Traditional joint business planning relied heavily on: * Account mapping * Territory alignment * Historical relationships That model is being replaced. “We have moved away from spending time on data gathering to alignment on scalable and joint solutions.” Instead of asking “where do we sell?”, the question becomes: “What solutions can we scale together?” From Pitch Decks to Live Demos Another major shift is how partners engage customers. The old model centered on presentations. The new model is experiential. “No more are the days where I’m basically getting into a meeting… nowadays, it’s not PPT… we run through the demo.” This is a meaningful change. Rather than describing value, teams are showing it in real time. And increasingly, those demos are generated dynamically using AI - tailored to specific industries, use cases, and customer challenges. Co-Sell Is Not a Standard Playbook One of the most important takeaways is how Rajiv frames co-sell with GSIs. “CoSell with GSI partners… is a very unique, tailored motion.” Why? Because GSIs are not operating at the transactional level. They are embedded with customer leadership, helping shape long-term transformation. That changes everything about how co-sell works. The motion starts with: * Deep industry segmentation * Specific problem definition * Pre-built or
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At Sage FUTURE in San Francisco, I sat down with Dan Miller, EVP of Financials and ERP at Sage, to talk about how Sage is thinking about AI, ecosystem partnerships, and the future of ERP platforms. One of the clearest themes from the conversation was this: finance leaders are not resisting AI. They simply want transparency, accountability, and confidence in the outputs. For partner leaders, ISVs, and ecosystem builders, that creates a very different opportunity than the generic “AI transformation” messaging dominating the market right now. Dan framed it around trust. “What finance and operations professionals really want is confidence in the tools that they’re deploying are doing exactly what they are expected to do.” That requirement shapes how Sage is building both its AI capabilities and its broader partner ecosystem. Inside Partnering is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.
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At Sage FUTURES in San Francisco, Gretchen O’Hara delivered a clear message to partners: the market is shifting fast - and the opportunity is massive. But despite the noise around AI, one thing hasn’t changed. Partners are still at the center of how businesses win. “The channel is one of the most important things because our partners are the ones that have the deepest industry expertise and are closest to customers that can really solve their unique, unique business challenges.” AI may accelerate execution, but it doesn’t replace the need for domain expertise, customer proximity, and trusted advisory. In fact, it amplifies it. Inside Partnering is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.