Sheldon Mydat, Founder and CEO of Suppeco, a supplier relationship management (SRM) cloud SaaS company, has harnessed the power of ecosystem data to enhance their lead generation process and establish a reseller program.

Suppeco, founded in 2017, has always been a relationship-driven organization. “I’m all about relationships,” Sheldon shared. “I believe relationships are the fundamental building blocks of everything. The healthier your relationships, the better your results.”

With the support of his go-to-market (GTM) team, Sheldon successfully addressed the common challenges resellers face when joining an ISV reseller program. By sharing a set of surprisingly comprehensive, simple steps with one of their reseller partners, Suppeco achieved a significant milestone — generating highly qualified pipeline opportunities.

Read on to discover how Sheldon and his team onboarded resellers and began driving a steady stream of qualified leads.

The GTM strategy 

“We’ve always had a strong partnership program,” said Sheldon. “We have an entire section of our company dedicated to distribution and channel partnerships.”

For Sheldon, including partners in the GTM strategy is essential for two main reasons: collaborating with partnering point solutions opens up new markets and broadens Suppeco’s value-offerings. The company has built seamless API integrations, referral-based non-technical partnerships, and more. He calls this, Suppeco’s orbit of partnerships.   

The Microsoft partnership and the Azure marketplace play a central role in Suppeco’s 2025 strategy. To fully leverage these relationships, in 2024 Suppeco became a fully transactable Independent Software Vendor (ISV) on the Marketplace and now connects at scale with Cloud Solution Providers (CSPs) such as Resellers, Aggregators, and Solution Integrators (SI’s) transacted entirely on Azure Marketplace.

The key to achieving this synergy lies in creating a granular, actionable Ecosystem-Led Growth (ELG) GTM strategy. In practice, according to Sheldon, it’s about clearly outlining the steps that drive value along the journey.

“The good thing about a marketplace is that it provides the entire infrastructure,” Sheldon explained. “This removes much of the complexity of forming these engagements. For example, WeTransact helps us elevate the experience. A significant part of our GTM strategy is safe and minimal CSP data sharing.”

Suppeco’s GTM approach in the Azure Marketplace involves collaborating with resellers, aggregators, CSPs, System Integrators (SIs), and Managed Service Providers (MSPs) using the following playbook.

(Note: The steps of the playbook may vary depending on whether you’re working with resellers, aggregators, or SIs. A table detailing these differences could be helpful.)

Steps to pair ISVs and resellers

1. Data Sharing: If a CSP expresses interest in Suppeco’s offerings, the first step is to create a "site of interest" (also known as account mapping). Once connected, the parties collaborate to identify joint growth opportunities.

“At a high level, the goal is to create a view of ecosystem data based on what the reseller is comfortable sharing with us — usually, a simple CSV file,” said Sheldon. “This allows us to quickly generate a highly qualified list of leads.” 

The purpose of this data is to identify a shared Ideal Customer Profile (ICP) and focus on low-hanging fruit. “Platforms like Crossbeam enable us and our resellers to have full control over any data shared,” Sheldon added. “We don’t need a lot of data — just the company name, URL, and region. From there, we handle enriching the lead list.”

A practical way to build this lead list is by using Crossbeam’s Account Mapping Pipeline Reports, which compare your population data with your partners to identify high-ROI opportunities. Here’s how to set it up. 

“The only way to make your reseller motion scalable is by leveraging a safe account mapping platform Crossbeam,” said Sheldon. 

2. Set expectations: Both ISVs and resellers must understand that this is a long-term strategy yielding long-term results. “They need to align on goals, strategy, and effort,” Sheldon explained. “Working with partners takes time. If it were easy, everyone would do it. But to reap the benefits, you have to be willing to invest in the process.”

‍3. Enrich the data: Currently, Suppeco’s team enriches data manually through LinkedIn and other sources. However, tools like the Clay and Crossbeam integration can streamline this process, enabling faster enrichment. 

‍4. Turn that data into outreach: To test the ICP list, Suppeco’s GTM team creates outreach templates or facilitates introductions to aggregators and resellers. “We build an ecosystem of partnerships, which we call an ‘orbit’ of partnerships,” said Sheldon. “We directly engage customers to understand their pain points and goals, then we either engage on our core offering, or we introduce the right partner from the ecosystem to address those needs. It’s all about being able to impart customer value”.

This approach creates what Sheldon calls a “mushrooming effect.” Additionally, Aggregators have their own resellers, each catering to various ICPs (e.g. industry or sector specific)  which expands Suppeco’s reach exponentially. To support resellers, Suppeco provides all of the outreach templates, guidance and best practice for their messaging efforts.

‍5. Set up for success: With the help of WeTransact, Suppeco has built a full enablement and marketing framework. This includes workshops, technology and sales training sessions, joint marketing campaigns, and ongoing reviews for improvement. 

“Data sharing is the foundation of this step,” Sheldon emphasized. “When we get it right, everything else — like enablement — falls into place seamlessly.”

6. Incentivize your resellers: Sometimes, showcasing the benefits of joining a reseller program isn’t enough. Monetary incentives often drive better engagement. A well-structured reseller incentive program can lead to increased referrals and stronger partnerships.

‍7. Iterate: If something isn’t working, Suppeco organizes one-on-one sessions with resellers and ISVs to identify issues and adjust strategies. If a process is working, they refine and replicate it.

Getting rid of barriers 

Suppeco’s GTM strategy involves collaboration with a diverse range of partners, including Resellers, Aggregators, System Integrators (SIs), Cloud Solution Providers (CSPs), Service Providers (SPs), Environmental, Social, and Governance (ESG) data service providers, and Marketplace partners such as Azure and Microsoft.

While these partnerships bring significant potential, they often face common hesitations around data sharing:

• Confidentiality and security: Resellers fear exposing sensitive customer data or violating regulatory compliance.
• Loss of competitive edge: Many worry that sharing customer information could make their client base vulnerable to being bypassed.
• Operational complexity: Data sharing is often seen as a burdensome and technically challenging process.

To overcome these concerns, Sheldon developed a strategy centered on security, trust and transparency. This approach not only helped attract new resellers but also strengthened relationships, expanded Suppeco’s reach, and opened doors to new markets.

Here are Sheldon’s best practices for encouraging resellers to share data with Suppeco:

‍1. Reassure data security. Sheldon emphasizes that data sharing is mutually beneficial and entirely secure.

“We use a trusted interface called Reveal (now Crossbeam),” explained Sheldon. “Reveal integrates with most CRMs, but this doesn’t mean that any data is automatically shared with anyone, because it just isn’t. It simply allows us to control what’s shared or compared, and with whom. Our data remains safe. That’s paramount” You can review Crossbeam’s security and privacy policy here.

‍2. Request only basic fields: To build trust, Sheldon limits the data he requests from resellers to just three fields: region, company name, and URL. Resellers agree with Suppeco on what to share and sign a Non-Disclosure Agreement (NDA) to formalize the process.

“Each reseller can configure their data-sharing settings however they like, sharing as much or as little detail as they’re comfortable with,” said Sheldon.

‍3. Allow flexibility in data sources: Suppeco gives resellers multiple options for sharing data, ensuring the process is as seamless as possible. Sheldon uses Reveal/Crossbeam to send partnership invites directly from the platform. But the key here is not to restrict resellers to sharing data only from their CRM via the Reveal platform, they can also share data using a simple CSV file or Excel spreadsheet.

By offering flexible options, Suppeco reduces barriers and ensures resellers feel no pressure. “At this stage, we’re simply account mapping to match our solution to their ICP,” said Sheldon. “We don’t need extensive data for this, and resellers can choose the method they feel most comfortable with. As they grow more confident, they can opt to share CRM data via the platform.”

‍4. Lead by example: Sheldon believes that for partnerships to succeed, Suppeco must set the tone by taking the first step.

“As an ISV - and a solution provider, we’re always the first to share fast and practical steps to value with our partners,” said Sheldon. “We do this because we want to sell our solution through their customers. It wouldn’t make sense for us not to lead by example. Of course, this effort needs to be reciprocated — partnerships only work when it’s a win-win.”

A final word

Suppeco’s journey to building a thriving reseller program exemplifies the power of trust, transparency, and the right tools. By prioritizing partnerships, focusing on data sharing, and leveraging platforms like WeTransact, Crossbeam, Sheldon and his team have successfully overcome common challenges in the reseller ecosystem.

This strategic approach not only strengthened Suppeco’s partnerships but also unlocked new markets and generated a double-digit pipeline of highly qualified opportunities. 

Suppeco’s story is a testament to the transformative potential of ecosystem data and a robust GTM strategy:

“If you plan to scale your offering on Azure marketplace, data shared by CSV won’t support that, that’s where tools like Crossbeam help,” said Sheldon. “Beyond the obvious inability to control spreadsheet data once sent, connecting to Crossbeam helps you lock down your data, be transparent with your partners, protect and control your data, and deactivate your connection whenever you choose.” 

If you’re looking to scale your reseller program, drive qualified leads, and build a resilient GTM strategy, we’re here to help.Book a free ELG strategy call to discover how we can tailor a winning ecosystem-led growth strategy for your business.

Start your ELG strategy now. 

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