Hey there,
If you’re in go-to-market, you know it’s an interesting time in tech partnerships. This was another week with meaningful updates. Ecosystems are growing and becoming core to growth strategies. And the activity where AI meets partnerships isn’t slowing down. I’m here to pick out the biggest updates and share the insights that really matter to you and your work.
And I keep it easy to skim so you can get through it quickly.
Here’s a quick recap.
Most see SoftBank rotating out of NVIDIA and into OpenAI as a portfolio move. To me, it’s ALSO a signal of growing bets on ecosystems.
Apple's mini app ecosystem strategy saw App Store fees cut in half from 30% to 15% (first time in a long time!).
I’ll cover important strategy and programs updates for partner leaders from key players like Google, Microsoft, Anthropic, and others: MSP partner success stories with AWS, vertical AI exchanges, 3-way alliances in AI, the new partner currency, a new gen AI certification, repeatable partner playbooks, co-designing compute, Gemini distribution as an ecosystem play, tying workforce readiness to AI ROI, and more.
We also saw Lenny’s Newsletter editorial signal the powerful force of ecosystems for growth.
Lastly, I want to thank all of you who reached out to exchange notes, ask questions, thank me, and most importantly, share your thoughts! As they say, feedback is a gift, keep it coming!
My goal is to help you get ahead.
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Now, let’s dive in.
AWS: SCAs, Agents, and AI Skills as the New Partner Currency
AWS used the week to put more shape around how Strategic Collaboration Agreements (SCAs) drive partner transformation, spotlighting Automat-it as a case study for funded modernization, gen AI solutions, and marketplace expansion. SCAs are increasingly the umbrella for everything from committed spend to co-marketing, with AI projects now front and center.
On the product side, AWS published detailed multi-agent collaboration patterns built on Strands Agents and Amazon Nova, essentially handing partners a reference playbook for graph-based agents, swarms, and workflows that run on Bedrock.
Amazon also rolled out a dedicated generative AI certification and new learning tools, positioning AI skills as a first-class pillar alongside cloud certifications, and explicitly tying this to customers using “leading models like OpenAI’s” on AWS.
My take for partner and GTM leaders
The Strands + Nova patterns are a quiet signal: my take is that AWS wants agentic architectures to be repeatable, and less like bespoke science projects. Partners who sell services will plan to productize one or two of these patterns into named “agent blueprints”.
We can think of the new AI certification as a leading indicator metric. Customers will start asking their solution providers how many AWS AI-certified staff they have, similar to what they do for Solutions Architect or Security today.
Anthropic & Fluidstack: Co-designing and Co-building
Anthropic announced a $50 billion investment in AI infrastructure, co-building custom data centers with Fluidstack in Texas and New York, with more sites planned. The build is tuned for Claude’s workloads, framed as essential capacity for research, enterprise demand, and cost efficiency at scale.
My take for partner and GTM leaders
Anthropic is both buying compute and co-designing it. For Anthropic-focused ISVs and SIs, this gives you hard proof that Claude can back serious production commitments. Use it in enterprise conversations about resilience and runway, besides model quality. These deals are the foundation for the next wave of AI partner plays.
SoftBank Moving From NVIDIA and Into OpenAI Strengthens the Ecosystem bet
This move says big capital sees the next wave of AI ecosystem value closer to the application and distribution layer. NVIDIA stays the AI factory backbone and OpenAI is becoming the application-layer orchestrator for a huge downstream partner ecosystem. SoftBank remains ‘invested’ in NVIDIA through its other AI investments, with OpenAI being one of them.
What it means for partner leaders
If you lead partners, ecosystem, or GTM, you may be asked:
How do we plug our co-sell and marketplace strategy into platforms that control both demand (APIs, channels, distribution) and supply (compute, data, AI factories)?
Where can we align with OpenAI’s ecosystem (and similar platforms) while still riding the NVIDIA + hyperscaler infrastructure wave?
Which offers, integrations, and partner plays make us part of this AI ecosystem flywheel?
Your edge comes from where you sit in the ecosystem and who you partner with for distribution.
Is Apple Signaling a Focus on Ecosystem Strategy? 50% Fee Cut and Mini Apps Partner Program
Apple is halving the fee from 30% to 15% specifically for mini apps. It’s also raising the bar for ecosystem collaboration with the refreshed Mini Apps Partner Program. This initiative gives developers enhanced incentives, streamlined commerce, and tighter integration with App Store technologies.
For partner and GTM leaders, this move is timely
Apple is offering 85% of qualifying in-app purchase revenue back to developers who meet new technical and compliance standards, making trusted ecosystem participation table stakes. The program clarifies what qualifies as a ‘mini app’ and paves the way for larger marketplaces to house a diversity of external innovators.
If you’re building in the Apple universe, this is another leap in how platforms are designing the economic and operational rules of engagement, giving real incentives to those who build, integrate, and scale within Apple’s digital ecosystem.
Google & Cassava: Gemini distribution as an ecosystem play, not just a telco deal
Google and Cassava Technologies announced a partnership to bring Gemini access to millions of users across Africa through Cassava’s connectivity footprint, along with digital literacy and skills programs.
In parallel, Cassava has launched an AI Multi-Model Exchange that lets operators tap models from OpenAI, Anthropic, and Google while keeping data residency and sovereignty in mind. This is a move to effectively turn telcos into AI distribution hubs, beyond pure connectivity pipes.
My take for partner and GTM leaders
I’ve included this update because this looks like a template for vertical AI exchanges: regional infrastructure owner, plus multiple foundation model vendors, plus local enablement, all wrapped in one commercial construct.
If you sell into telcos or large regional ISPs, you will likely see more RFPs framed around “bring us a multi-model, compliant AI layer” instead of single vendor chatbot projects.
For ISVs and consultancies, the interesting opportunity is to sit one layer above this exchange: packaged AI services for SMEs and the public sector, as an example.
Anthropic & Maryland: Claude as a state-level service platform
Maryland announced a landmark AI partnership with Anthropic and Percepta, supported by The Rockefeller Foundation, to use Claude across agencies for problems like child poverty, housing access, and faster benefits enrollment.
My take for partner and GTM leaders
This may be the clearest example so far of public sector AI as a 3-way alliance: foundation model vendor, transformation partner, and philanthropic capital. If you work in gov, you will start seeing RFPs that follow a similar structure.
Data governance, safety, and equity outcomes will be as important as throughput and cost. Any partner pitching into this space needs model becnhmarks, as well as measurable guardrails and impact metrics.
For Anthropic’s broader partner ecosystem, Maryland is a reference logo you can use to justify statewide or national conversations elsewhere. You may want to think about a playbook that translates this story into your region’s context.
Kyndryl: Packaging agentic AI into services and frameworks
Kyndryl launched new agentic AI consulting and implementation services, built on its Kyndryl Agentic AI Framework.
IMO this is less about a new product and more about a repeatable playbook for how large enterprises reorganize around agents. When working with partners, repeatability is the mantra
My take for partner and GTM leaders
Customers (C-level) are likely to ask for similar ‘framework + services + labs’ bundles from other GSIs and regional SIs. For smaller players, edge = focus.
Notice how Kyndryl ties workforce readiness to AI ROI. Opportunity: partners can build joint offers with HR tech, LMS providers, or internal L&D teams, and IT of course.
My take for partners: it’s clear agencies and large enterprises are now shopping for solutions rather than raw tech, and this favors those who can orchestrate multi-vendor alliances and deliver measurable outcomes in regulated environments.
I recently wrote about the evolution of partner leaders’ roles as ecosystem orchestrators.
Microsoft: AI program design shifts toward “Agentic DevOps” and partner differentiation
Microsoft updated the AI Cloud Partner Program in its November announcements, including renaming two Azure specializations to AI Apps on Microsoft Azure and Agentic DevOps with Microsoft Azure and GitHub, plus tweaks to performance and skilling requirements that bake AI deeper into partner differentiation.
In a separate Azure partner blog, Microsoft is steering partners toward Ignite sessions on AI-powered innovation, marketplace growth, and hands-on labs that explicitly spell out how partners align investments with Azure and AI.
My take for partner and GTM leaders
The specialization name change: Microsoft is formalizing agentic work as a recognized motion, which means large customers will start using these specializations as a proxy for ‘who can actually build and run AI agents on Azure and GitHub.’
If you carry any Azure designation, revisit your roadmap. You want at least one offer that clearly maps to AI Apps on Azure and one to Agentic DevOps with a repeatable engagement model and a published customer story.
For GTM, build simple language for sales, for example: “We help you ship AI apps on Azure and run them with an agent-ready DevOps stack.” Keep it boring and concrete, that is what lands in enterprise accounts.
Ecosystem In the Spotlight: Lenny’s Newsletter Editorial by Emily Kramers
It’s great to see Emily Kramers’ editorial on Lenny’s Newsletter putting ecosystems front and center as a key driver of growth. Ecosystems have long been a growth lever and a competitive differentiator, even if the broader tech world is only just catching on. The editorial perfectly sums up what partner leaders already understand: successful distribution and growth today requires building connected networks that amplify reach and create value for everyone.
Lenny himself says ‘…I got a whole new level of understanding for why my product pass has been such a success (fun fact: it doubled my growth, and is the most win-win-win idea I’ve ever concocted).’ And the examples Emily shares are a great read.
I believe TRUST is at the center of a successful ecosystem strategy, but this is the topic for another post.
My take for partner and GTM leaders
Nurturing your ecosystem is a growth lever but internal buy-in is not always easy. If you’re new to a partner leader role or trying to influence up the chain, this piece is a handy tool. It clearly shows why ecosystems matter and gives you a simple way to explain their value to your team and leadership. Sharing it can help you start conversations about stepping up your partner strategy and making a bigger impact.
Want to share your thoughts, questions, or feedback? Hit reply. I read every note.
Disclaimer: This post is for information only and does not constitute investment advice or a recommendation to buy or sell any security. Views are my own and I’m not affiliated with any companies mentioned.