In our previous article, we explored the benefits of strategic partnerships between tech services...
Platform partnerships are a mainstay of IT services sales and consulting. Building the right partnerships accelerates growth, unlocks new revenue, and strengthens credibility. But jumping into the wrong ones can be an expensive mistake to make. Here’s how partnerships can benefit both IT services companies when done right.
Partnerships from the IT Services Perspective
Strategic partnerships offer unique advantages directly impacting your IT service sales engine and long-term client acquisition.
1. Co-Marketing and Lead Generation
One of the biggest benefits of forming a partnership is access to high-intent leads. Leads engaged through platform partners are usually further along the buyer’s journey. They’ve already committed to the platform but need expert help with implementation or customization. Most mature platforms provide co-marketing support, including sponsored events and webinars, joint case studies and white papers, and Marketing Development Funds to subsidize campaigns.
2. Credibility and Trust
A partnership instantly boosts your IT service company’s market credibility. It signals to potential customers that your firm has been vetted and is trusted by the platform itself, which is an excellent way to reduce friction in your sales funnel. A lead from a platform referral begins conversations with "borrowed trust,” making closing deals far easier when selling tech services.
3. Better Support
Beyond training and certifications, mature platform partnerships provide access to product roadmaps, letting you advise existing or new clients on upcoming features or changes. They also often provide beta testing opportunities, giving you an advantage over competitors lacking partnerships. This insider knowledge lets you position your IT services company as indispensable to clients looking for a trusted expert specializing in that platform.
Partners typically also see priority access to tech support, helping them resolve client issues faster. The better customer service you receive enables you to deliver better customer service to your clients.
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Join us to learn how to align your expectations, play the long game, and turn “just another partner” into a strategic relationship that actually pays off.
Selling IT Services Through Platform Partnerships in 2025
If you’re ready to start using partnerships as part of your sales engine, here are some of our top recommendations:
Create Joint Value Propositions
Create combined messaging highlighting how your IT services uniquely enhance the platform's capabilities.
Use Account-Based Marketing (ABM)
Use shared customer data from platform partners to identify high-potential accounts and plan personalized campaigns targeting them.
Offer Proof of Concept (PoC)
Get deals to close faster by offering low-risk Proof of Concept enabled by platform features. Some IT services providers are able to do this via paid discovery calls.
Cross-Train Your Sales Teams
Equip your sales team with platform certifications and technical training so they can confidently co-sell your platform-specific services.
Partner-led Workshops and Webinars
Host informative sessions together. This has the added benefit of not just generating leads but also positioning your firm as an expert trusted by the platform.
Utilize Partner CRM and Lead Sharing Tools
Sync sales pipelines with platform partner systems for faster lead routing and follow-ups.
Wrapping Up
Forging partnerships with platform providers is a high-return move to increase your IT service sales. You benefit from shared marketing, elevated credibility, insider product knowledge, and expanded business opportunities. Platforms gain implementation partners and richer customer insights. It’s a win-win scenario.
But to gain these benefits, IT services or tech consulting founders must use sales strategies emphasizing their partnerships. Demonstrating combining technical expertise with platform backing can dramatically increase your IT service sales and industry standing.
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