technologyreseller.co.uk 17 PLATFORMS every customer request at the right time with the right partner. In our ecosystem, we have DMRs (direct market resellers) catering more to government; we have AWS; and we have resellers and VARs of all different shapes and sizes. I’d rather double down on strong partners and support them to double their team, rather than necessarily adding a new partner to the mix.” In the UK, monday’s partners include Omnitas Consulting, Fruition, Mutherboard, Boost, The SaaS Jedi, Provident, The Saasy People, Adaptavist and Softcat, which is playing a significant role in helping monday make inroads in the enterprise and Government sectors. Regarding monday’s priorities for 2026, Spindel highlights the opportunities in selling multiple products within its platform. “This is key for us as a company. We need to make sure that more customers are using multiple products; and our partners are key to achieving this. We’ve just launched a bundle strategy that will help our sellers and partners sell a couple of products together and have a better narrative around that and a better pricing point to offer customers.” He added: “We see obvious synergy between work management and CRM. To cite just one use case, after you complete a sale on the CRM, you will need professional services to start managing the project or implementation for the customer. Auto-populating from the CRM to work management so the PS team can see all the data together and the entire customer history is just one example, but we really believe that in the SMB segment particularly, there is no reason why companies won’t use the entire suite.” Partners can find out more about the opportunities in AI and multi-product at monday.com’s Partner Summit ’26 at the Hilton Prague. https://monday.com/w/events/ partner-summit-2026 especially for government and enterprise business. We loop them into our installed base because they’re already there and they have the relationship with C-level, and they can unlock some of the stuff that maybe we can’t. And vice versa. We are part of their co-sell programme and their sellers offer monday to their customers as well. It’s a win, win relationship.” Spindel says that in the last couple of years there has been a big shift from selfserve (still an important engine) to direct and partner sales. “As we go more up-market, as we extend our offering, as we go wider and into more depth, we need a partner to be there for the customer, to help them and, in many cases, to understand their requirements. Customers think they know what they need, but you really need someone to uncover precisely what that is and to walk them through it, to implement it for them and to train them.” Specialisation framework In 2024, monday introduced a new programme, a Specialisation Framework, to align partners better with its priorities as a company and to ensure they have access to the right resources. “We started over a year ago with the CRM specialisation framework. To qualify, a partner needs to have implemented the product in a couple of customers, to have a dedicated monday head count, to have achieved a certain CSAT and so on. We invest much more in this exclusive group of partners, from enablement sessions and jumping on deals together to more lucrative incentives. Since launching the programme, we have doubled the number of eligible partners to 40 globally and have seen a high correlation between this exclusive group and revenue – something like 50% of CRM revenue now comes from these 40 partners. “Following this success, we decided to create similar frameworks for the AI and Service products. As we evolve, it’s not realistic to expect every partner to be an expert at everything and to work the whole opportunity. Those frameworks help us create pockets of interest, put the relevant partners under one roof, invest more in them and get more in return.” Quality not quantity This approach highlights Spindel’s prioritisation of quality over quantity. “I don’t have a KPI for the number of partners, for the size of the ecosystem. Instead, I aim to have diversity and different types of partner to make sure we can meet market and time to value much faster. That’s what we’ve done with CRM, with Services and with Dev as well.” Spindel’s hope is that users of monday’s flagship work management product will gradually adopt the company’s other products. Encouragingly, CRM has already reached $100 million in ARR, not far off 10% of the company’s total ARR. “I think product adoption will be dictated to some extent by business segment. You can see an SMB leveraging the entire suite, and replacing other tools so all their data is centralised in one place. Enterprises, which may be more rigid, might have one product in one department and another product in another department based on their specific needs,” he said. AI transformation Spindel adds that while monday is constantly evaluating ways to expand its platform, it’s focus now is on developing its AI capabilities, which is where he sees real potential to gain traction with customers. “monday is well positioned to drive AI transformation in companies. Everybody talks about it and everyone understands the potential impact of AI but only a very small number of customers manage to achieve it and see a positive ROI: a) because adopting new technology is challenging from a change management perspective; and b) perhaps more importantly, because in order to have meaningful ROI and meaningful adoption, you need to meet the user in their flow of work, where they do their day-to-day job. monday is well positioned because that’s where we already are.” Routes to market Clearly the channel has an important role to play in guiding customers on this journey. monday currently has three routes to market: self-serve e.g. user acquisition via Google ads, Facebook ads etc.; direct sales; and the channel, which currently generates about one third of company revenue. “We have a couple of thousand partners globally and different programmes serving different purposes. The core is the Solution Partners Programme, which has about 200 partners globally – resellers, boutique VARs, SIs that have built a monday practice. They resell, they implement and basically serve customers. “We have another program, the Scale Programme, for the long tail of a couple of thousand partners – mom and pop shops, consultants, referral partners. And we have a team looking after Cloud Alliances. We have a very, very deep partnership with AWS,
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