In this episode of Force and Friction, we sit down with Cassandra Gholston, CEO and Co-Founder of PartnerTap, to discuss the evolution of co-selling, partner ecosystems, and data-driven partnership strategies.
With a background in enterprise sales at ADP and Concur, Cassandra experienced firsthand the inefficiencies of manual partner collaboration, which led her to build PartnerTap, a platform designed to unlock hidden pipeline through automated partner co-selling.
She also shares insights on scaling partnerships, the future of ecosystem-led growth, and the importance of building inclusive business communities like Fempire, an initiative designed to shift capital toward women-led businesses.
This episode is a must-listen for SaaS founders, partnership leaders, and revenue teams looking to navigate the changing landscape of GTM partnerships.
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Here are the core areas we discuss in today's episode:
Many SaaS companies struggle to effectively leverage partnerships because of manual processes, disconnected data, and unclear alignment between partner sales teams.
“Partnerships are about more than just referrals—real revenue acceleration happens when teams are strategically aligned and co-selling at scale.”
Cassandra explains how PartnerTap enables businesses to:
1: Map millions of accounts to uncover new sales opportunities.
2: Identify overlap between partners’ install bases.
3: Automate warm introductions between sales teams.
4: Track co-selling efforts with clear revenue attribution.
The key takeaway? Stop treating partners like commission-only resellers, real partnerships are built on shared pipeline and mutual success.
Many companies approach partnerships with a "What can I get?" mindset, which often leads to short-term, transactional relationships. Cassandra flips the script, advocating for a "Give-to-Get" approach.
“You have to give before you get. Partnerships take time to develop, but when done right, they pay off in ways you can’t imagine.”
She shares a powerful example from Dreamforce, where PartnerTap, as a startup, fed leads to a much larger partner, which later turned into one of their biggest customers.
The lesson? Think long-term. Partnerships should be built on trust, not immediate transactions.
Fempire: Creating an Ecosystem for Women in Leadership:
Beyond PartnerTap, Cassandra is passionate about shifting capital toward women-led businesses. She founded Fempire, a growing network of women in leadership, to create opportunities for female executives and founders.
What started as a small dinner with 8 women turned into a movement backed by Microsoft, Nvidia, and ServiceNow.
“Women already have power in their organizations—we just need to remind each other of it and create intentional spaces to collaborate.”
The Fempire dinners help women leaders forge powerful connections, drive new business, and support each other in navigating corporate and startup challenges.
Cassandra breaks down how the nature of partnerships has fundamentally changed, shifting from reseller-based models to ecosystem-driven co-selling strategies.
“The best companies—Microsoft, Nvidia, Salesforce, have built moats through ecosystem-led growth. If you’re not thinking about partnerships, you’re limiting your potential.”
She emphasizes the need for data-driven partner collaboration to maximize deal flow and influence buying decisions.
A growing trend in the enterprise world is the "Power of 3" model, where three aligned partners work together on large-scale deals.
“When done right, multi-partner collaboration creates a revenue multiplier effect. The challenge is tracking these motions effectively—which is why automation is critical.”
This three-way alignment strategy is a game-changer for scaling enterprise partnerships.
With automation and AI transforming the partnership landscape, Cassandra predicts a shift in how partner teams operate.
“The role of the partner manager is changing—it’s becoming less about spreadsheets and more about strategic data-driven decision-making.”
This shift will require companies to modernize their GTM approach and ensure partnership motions are fully integrated into sales workflows.
Cassandra Gholston’s insights shed light on the next frontier of SaaS partnerships, emphasizing the power of:
If you’re in SaaS, partnerships, or GTM strategy, this episode is packed with practical insights on navigating the evolving partnership landscape.