GTM 171: How To Build A Partner Ecosystem That Sells For You

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GTM 171: How to Build a Partner Ecosystem That Sells for You | Brian Weinberger

2d ago 38:34

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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

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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.

Chapters

1. The Partner System Mindset (00:00:00)

2. Brian’s Background In Ecosystems (00:01:06)

3. Defining Partners And Roles (00:02:16)

4. Delivery As The North Star (00:03:22)

5. Enablement Green Flags And Risks (00:06:20)

6. Mapping Delivery Steps And PLG (00:09:45)

7. Salesforce Vs Microsoft Models (00:12:09)

8. Paper Strategy And Subcontracting (00:15:16)

9. Churn, Stickiness, And CS Focus (00:18:17)

10. Sponsor Message: Boompop Offer (00:22:59)

11. Tech Alliances And Integrations (00:24:12)

12. Integration Sequencing In 90 Days (00:28:16)

13. VARs, SIs, And Delivery Partners (00:31:28)

14. When To Start A Reseller Motion (00:33:52)

15. Measuring Early Success And Quotas (00:36:28)

16. Marketing Muscle Inside Partners (00:39:28)

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