Picture this: 

Your top target accounts are stalling. Your sales team’s CRM is full of cold leads. Then your partner pings you, they’re already in the deal, and their intel helps you close it 3x faster. Or maybe your AI agent surfaces the same buyer through a marketplace signal, and within hours your co-sell motion is live.

That’s the new reality of go-to-market.

In 2025, AI isn’t just an assistant — it’s the connective tissue of every motion. The channel isn’t a single route, it’s an ecosystem. And GTM teams no longer rely on one source of pipeline, they build multi-partner engines that compound across data, products, and people.

That’s exactly what the Ecosystem-Led Growth Summit (ELG Summit 2025) is about.

On November 13th, an expected 4,000+ GTM, partner, sales, and channel leaders will come together to uncover how AI, marketplaces, and ecosystems are rewriting the rules of revenue.

Speakers include Jay McBain (Omdia), Bob Moore (Crossbeam), Komal Shah & Bharath Suryakanthan (Atlassian), Rob Greenlee (Anthropic), James Hodgkinson (360insights), Maisa Fernandez (ServiceNow), Patrick Burke (Gong), Blake Brock (NewEdge Growth), and more.

Here’s why this is the one event every GTM, sales, and ecosystem leader should be watching.

AI isn’t hype, it’s the new ecosystem differentiator

AI is changing everything. According to the Anthropic Economic Index, “augmentation” (AI + human collaboration) is already outpacing pure automation. Meanwhile, Omdia reports that partner ecosystems are entering a “new era of AI-driven transformation” — especially across cloud infrastructure and hyperscaler marketplaces.

For GTM and channel leaders, this means your partner ecosystem isn’t a cost center, it’s an AI-infused, data-driven revenue engine. Research from Channelnomics shows early adopters of AI in partner management and co-selling are seeing up to 40% faster deal velocity and higher partner retention.

As Rob Greenlee, GTM Partnerships at Anthropic, will share during his session “The Future of Ecosystem AI” with Bob Moore (Crossbeam), the future of GTM lies in agentic AI: systems that analyze partner data, predict next-best actions, and coordinate human collaboration across the ecosystem.

Artificial Intelligence is no longer about automation, it’s about augmentation.

Learn how time-series partner signals and agentic AI will redefine GTM strategy in 2026 at the ELG Summit.

Channel and partner ecosystems are expanding fast

Partners are no longer just resellers. The modern ecosystem includes ISVs, MSPs, SIs, GSIs, hyperscalers, and marketplaces — often seven or more partners around a single deal.

Omdia now ranks AWS Marketplace as a top-10 global IT distributor. Channelnomics’ “25 Channel Trends to Watch in 2025” points to the rise of value-led programs, multi-partner orchestration, and outcome-based models.

For Ecosystem-Led Growth, this expansion means more than signing partners. It demands alignment, incentives, and transparent data-sharing across every player in the motion.

You can’t orchestrate multi-partner motions without clean incentives, credible attribution, and clear partner value recognition. Expect a deep dive on how modern incentives and measurement unlock partner momentum.

At ELG Summit, you’ll hear Jay McBain, Chief Analyst - Channels, Partnerships and Ecosystems at Omdia and Bob Moore, break down why 73% of global B2B revenue now flows through or with partners and how channel leaders can turn that complexity into competitive advantage in his Hot Ones-style session, “Hot Wings, Hotter Takes.”

Then, James Hodgkinson, SVP of Ecosystems at 360insights, and Maisa Fernandez, Dr. of Global Partner Marketing - Demand Strategy, at ServiceNow, will share how the best channel programs build trust with modern incentive models and credible attribution frameworks that reward every contributor to a deal.

See how channel orchestration, incentives, and AI will redefine GTM strategy in 2026, at the ELG Summit.

Partners are the sales advantage

In 2026, sales won’t be single-source, it’ll be multi-sourced and ecosystem-powered.

Every deal will be influenced by multiple partners, each adding data, context, and access that internal sales teams can’t reach alone. As Jay McBain notes, “In cybersecurity alone, 91.6% of the total addressable market is bought through or with partners.”

Traditionally, a sales rep owned a territory, made contacts, closed deals. Today, your “deal” might include 7 different partners: ISV, MSP, marketplace, the vendor, the integrator — all working in concert. 

That’s why your next big win won’t come from your CRM, it’ll come through your ecosystem.

To prove it, during the ELG Summit, Atlassian’s Head of Global Partner Operations, Komal Shah, and, Principal TPM,  Bharath Suryakanthan will reveal how they align direct sales, technical programs, and co-sell teams across shared accounts, turning partner data into an engine for enterprise growth.

Meanwhile, Gong’s Senior Manager, GTM Partnerships, Patrick Burke and NewEdge Growth’s Founder and COO, Blake Brock will share how overlap intelligence, RevOps as a Service, and co-selling partnerships generated 174% NRR, 600–1,000 implementations a year, and dramatically higher retention.

Together, they’ll show that partners don’t just support sales, they amplify it.

Learn how to execute a winning, multi-partner sales strategy at the ELG Summit 2025.

Bonus: The convergence of AI + ecosystem + marketplace is rewriting GTM playbooks

We’re living at the intersection of three revolutions:

• AI delivers predictive insights and next-best actions.
• Ecosystems provide the relationships and reach to execute.
• Marketplaces enable frictionless transactions and shared growth.

Channelnomics reports that AI agents are already helping partner managers personalize outreach, orchestrate marketing, and synchronize sales motions.

To make that actionable, Crossbeam’s Erin Bates, Lindsey DeFalco, Alina Loux, and Natasha Kupusovic will share how to operationalize Ecosystem Intelligence: connecting buyer intent, partner overlap, and co-sell signals into seamless plays.

You’ll walk away with clear, tactical takeaways, ready to turn AI and ecosystem signals into revenue within your own orbit.

TLDR; Why the ELG Summit is your strategic advantage

If you’re leading GTM, channel, sales, or partnerships, the ELG Summit isn’t just another virtual event, it’s your strategic roadmap to the next era of growth.

Here’s why:

• Blueprints for action: Sessions like “How to Win in 2026 with Multi-Partner Sales” lay out the exact frameworks you’ll need to execute these ecosystems and AI-powered motions.
• Real-world plays: Speakers from Atlassian, Crossbeam, Gong, ServiceNow, and more will show you how they’re already doing this.
• Network advantage: With thousands of channel, partner and GTM leaders in one place, you’ll get access to peer-insights, trends, contacts and benchmarks you won’t find elsewhere.
• Marketplace and AI focus: With content on marketplaces, AI-driven signals and partner orchestration, you’ll leave with the tools to lead this transformation inside your organisation.

If you’re ready to turn overlap into revenue, expand from single plays to multi-partner strategies, and let AI drive your next growth wave, you can’t afford to miss it.

Register here and be part of the ecosystem-led growth movement. 

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