If we look up what the word ecosystem means, we find this from The National Geographic Society: "An ecosystem is a geographic area where plants, animals, and other organisms, as well as weather and landscape, work together to form a bubble of life." Work together is the key point here.  How can B2B sales work together, not only internally, but across the ecosystem that supports the "bubble of life" that is the mutual client.  Enter Cassandra Gholston who wanted to do exactly this, as a field seller, but could not find way to do it at scale and with the right people across her territory. Therefore, Cassandra founded PartnerTap back in 2017.  Research is saying that "by 2025, nearly ⅓ of total global sales will come from partner ecosystems" and that "60% of business executives say a partner ecosystem is the most effective way to address, and even lead, disruption." This is where technology platforms such as PartnerTap allow your sellers, to connect and collaborate with their alliances or sales partners - this creates a much more compelling offer to market. It also starts to look at how, by partnering through the ecosystem, we can solve for the client total business, not just a particular aspect. In this episode Cassandra breaks down what this means for B2B sales and the decade of the ecosystem : We chat about : Channel vs Alliance vs Co-Sell vs Ecosystem? Every company is trying to solve one challenge, yet, when speaking clients, we learn about mulitple challenges to to solved., Technically, how does this work around the data sharing aspect? The need for 3rd party validation - we are going to come to the table together to solve the total business challenge for you. Culturally, behaviourally, what needs to change? How social selling can support this. How this creates a much richer solution set, but the modern seller needs to be partner friendly. How do you sell this internally as well as bring the alliance partner into the fold? How do you then go to market, together? And more. My thanks to Cassandra for her time and insight. Follow Cassandra on LinkedIn: (1) Cassandra Gholston | LinkedIn Learn more about PartnerTap : The leading enterprise ecosystem platform | PartnerTap How are you leveraging your ecosystem?   As always, thank you for listening.