The views expressed in this series are the author's own and do not represent the views or positions of his employer or any organization referenced herein. This is Part 1 of a four-part series on how enterprise technology companies actually grow through partnerships. By the time...
Something fundamental has changed in how large enterprises buy software, and most vendor go-to-market teams are still catching up to it. Enterprise software sales through hyperscaler cloud marketplaces (AWS, Microsoft Azure, and Google Cloud) reached $30 billion in 2024. According to Omdia's October 2025 research, that...
Here is a number worth sitting with: 60 to 65% of strategic partnerships fail. Not because the market opportunity was wrong, not because the technology was bad, and not because the partners did not try hard enough. According to Channel Fusion's 2025 analysis of partnership...
The enterprise AI conversation has officially entered its awkward teenage phase. Every vendor has an "agentic AI" story, every conference keynote promises autonomous workflows, and every IT budget meeting now includes a line item labeled AI transformation. But if you are a business or technology...
There is a version of this post that lists common GTM mistakes and tells you to avoid them. This is not that post. The pattern worth examining is not a list of errors but a single, recurring misunderstanding that produces most of them: product managers...
The conversation around AI return on investment has matured considerably in the past year, and not in the direction most vendors would prefer. Enterprises are no longer asking whether AI delivers value. They are asking why their organization is not capturing more of it. The data...