Partner Ecosystem: It is about Handshakes, Not Handouts

Can rationalisation, joint delivery models, curated networks, outcome-driven collaboration and Al-led co-sell entities help to realign partner ecosystems with enough fluidity and re-invention that the imminent Al age would need? A Peek Inside Genesys' Partner Playbook for the Al Age

- THOMAS GEORGE [e-mail]

As Customer Experience (CX) platforms evolve into intelligent, Al-powered ecosystems, Genesys is redefining how strategic alliances, GSIs, and technology partners co-create value. In this exclusive conversation, Thomas George speaks with Julie DeMartini, VP of Global Alliances and Partner Sales at Genesys, about the company’s partner strategy, the evolution of AI-led co-sell models, and how “handouts” are giving way to genuine “handshakes.”

A New Chapter in the Partner Ecosystem

What led to the creation of your current role and its focus?

The role was designed to build the next phase of growth through our ecosystem. Genesys has grown rapidly, but future scale depends on how well we align and amplify our partners’ strengths. When Larry Shurts, our CSO, joined, he focused on rationalising the partner base rather than expanding it. Today, we've zeroed in on 12 strategic technology partners, alongside a few GSIs and BPO players, who are deeply integrated into our growth journey.

These partnerships now operate with joint delivery models, shared governance, and executive-level alignment — making collaboration more structured and outcome-driven.

The Power of Twelve: A Curated Partner Model

You mentioned twelve key partners. How are they organised?