The average enterprise deal now runs through 6+ partners, but most GTM programs weren't built for that world. Here's what's changed, what's still broken, and what it means for how you sell.

Millions in MDF go unused each year—not from lack of interest, but from broken processes. The teams winning in 2025 are treating incentives like investments, funding what drives pipeline and scaling what converts.

AI doesn’t fail GTM teams—execution does. The real gains come from applying AI to fix GTM friction in planning, activation, and operations, not adding more tools. When aligned to the motion and measured against outcomes, AI drives faster execution and real pipeline impact.

While partnerships now influence a growing share of enterprise revenue, most co-sell motions stall before they ever reach real pipeline. In this article, we show that when teams shift from education to execution, co-sell becomes a repeatable, revenue-producing motion instead of a hopeful conversation.