In this episode of The Partnership Path in Real Life, host John Rudow chats with Brad Orluk, Microsoft Alliances Director at Salesforce, about the very real—and very messy—challenges of multi-party partnerships. Their conversation is part war story, part masterclass, and 100% relevant for partner pros trying to scale collaborative go-to-market strategy.

Brad doesn’t sugarcoat it—he gives a pragmatic view of what it takes to make multi-party motions work, especially when direct sales, SIs, hyperscalers, and marketplaces all come to the table.

It’s one thing to align with a single partner. It’s an entirely different beast to align with three, five, or even seven parties—all with their own goals, teams, and agendas. But when you get it right, the impact on your go-to-market strategy can be massive.

Key Takeaways

• Multi-party partnerships are hard—but scalable. You can’t force complex motions overnight. Start small, build trust, and expand based on wins.

• Don’t underestimate your sellers—they’re partners too. Aligning your internal sales team is just as critical as aligning external stakeholders.
• The future of selling is partnering. The lines between direct and indirect are blurring. If you can’t partner, you can’t sell.

Welcome to the ultimate wrap-up of “Elevate Your Game: Advanced Partnering Skills of “The Partnership Path”,” where John Rudow and Toni Kent don’t just talk about partnerships—they dissect the realities of today’s channel ecosystem. If you’ve ever tried to get more than two companies to move in the same direction, you know it feels a lot like herding cats.

Why share this? Because the old one-to-one partner formula is dead—real growth now comes from orchestrating multi-party partnerships (MPPs) that cut across solutions, roles, and markets. This episode is for anyone ready to get serious (and strategic) about navigating these complex, advanced alliances.

Key Takeaways

Multi-party partnerships are the new standard. Simple P2P matchmaking isn’t enough; real impact comes from orchestrating several partners aligned to a common vision.

Discipline and structure drive success. Without clear strategic/tactical alignments, defined investments, and shared measurements, even the most promising alliances devolve into chaos.

Distributors are the secret weapon. Aggregators like TD SYNNEX can facilitate, manage, and scale multi-vendor partnerships that would otherwise collapse under their own complexity.

In the world of partnerships, understanding how to manage internal stakeholders is crucial for success. In this episode of The Partnership Path in Real Life, John Rudow welcomes Michael Del Sarto, a seasoned expert with 25 years of experience in the Microsoft partner ecosystem.

Their conversation delves into essential strategies for effectively communicating with internal executives, the importance of emotional intelligence (EQ), and the nuances of building strong partnerships.

Sharing this video is valuable for anyone looking to enhance their skills in partnership management, as it provides real-world insights from someone who has navigated the complexities of internal and external stakeholder relationships.

Key Takeaways

Emotional Intelligence Matters: Understanding the emotional landscape of your stakeholders can significantly influence partnership dynamics.

Executive Engagement: Recognize that executives may not remember all details; it’s key to meet them where they are and provide timely reminders.

Partnership Prioritization: Assess the strategic importance of your partnership and align it with executive priorities to foster support.