ABOUT THIS EPISODE
For years, partnerships with global systems integrators were often viewed through a narrow lens - implementation, services, and support.
Rajiv Batra challenges that assumption directly.
“A lot of times when we work with GSIs… there is a notion that it’s more focused on process consulting… I will say that’s not fully true.”
Instead, GSIs are increasingly central to building differentiated, industry-specific solutions. The real value is not just delivery - it is co-creation.
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Start with Industry, Not Technology
One of the most important shifts Rajiv describes is where solution building begins.
Not with products. Not with features.
But with industry patterns.
“Pick an industry… focus on what exactly are the common patterns which we are seeing… the challenges our customers are facing.”
GSIs bring decades of domain expertise across healthcare, financial services, manufacturing, and beyond. That knowledge becomes the foundation for building solutions that actually resonate.
Google Cloud and ISV partners brings the platform and technology.
GSI Partners bring the context.
Together, they build something neither could deliver alone.
The Blurring of ISV and SI Roles
One of the most interesting dynamics in the conversation is how traditional categories are breaking down.
“The lines are blurred now.”
GSIs are no longer just implementers. They are building IP, assembling multi-vendor solutions, and packaging repeatable offerings.
At the same time, platforms like Google Cloud are leaning heavily into ecosystem orchestration.
The result is a more connected, interdependent model where:
* ISVs contribute product innovation
* GSIs contribute industry solutions
* Platforms enable scale and distribution
The differentiation comes from how well these pieces are integrated.
AI Is Changing How Partnerships Operate
Rajiv makes a clear distinction when talking about AI.
The real transformation is not about automation. It is about moving from data to insight to value.
“The real power… is not about the capture of data… that’s the starting of the journey.”
This shows up in two critical areas.
1. Internal Productivity and Decision Making
Rajiv describes using AI as a “chief of staff” to prioritize work, summarize information, and guide daily execution.
“Gone are the days where I start my day with a cluttered inbox… today, I start my day talking to my AI chief of staff.”
This is not just efficiency - it is focus.
2. Transforming Core GTM Motions
More importantly, AI is reshaping how partners plan and execute together.
Traditional joint business planning relied heavily on:
* Account mapping
* Territory alignment
* Historical relationships
That model is being replaced.
“We have moved away from spending time on data gathering to alignment on scalable and joint solutions.”
Instead of asking “where do we sell?”, the question becomes:
“What solutions can we scale together?”
From Pitch Decks to Live Demos
Another major shift is how partners engage customers.
The old model centered on presentations.
The new model is experiential.
“No more are the days where I’m basically getting into a meeting… nowadays, it’s not PPT… we run through the demo.”
This is a meaningful change.
Rather than describing value, teams are showing it in real time.
And increasingly, those demos are generated dynamically using AI - tailored to specific industries, use cases, and customer challenges.
Co-Sell Is Not a Standard Playbook
One of the most important takeaways is how Rajiv frames co-sell with GSIs.
“CoSell with GSI partners… is a very unique, tailored motion.”
Why?
Because GSIs are not operating at the transactional level. They are embedded with customer leadership, helping shape long-term transformation.
That changes everything about how co-sell works.
The motion starts with:
* Deep industry segmentation
* Specific problem definition
* Pre-built or demo-ready solutions
From there, execution becomes a three-way alignment:
* Partner
* Platform seller
* Partner ecosystem team
“There is nothing called… partner source, Google source… it’s truly about co selling to the end customer together.”
Measuring What Actually Matters
Measurement is another area where Rajiv pushes beyond conventional thinking.
Yes, traditional metrics still matter:
* Influenced revenue
* Bookings
* Certifications
But they are not enough.
“Looking at either of these in silos is actually… a wrong approach.”
Instead, Google evaluates partners holistically across two dimensions:
1. Current Performance
Revenue impact, pipeline, and capability
2. Future Potential
Executive alignment, joint planning, and co-build initiatives
The combination of both determines true partner value.
The Role of Leadership in Scaling Partnerships
Finally, Rajiv shares a simple but powerful philosophy for leading partner teams.
“You run your business… partnership as your core business.”
His focus is:
* Providing data and insights
* Acting as an unblocker
* Helping prioritize what matters
In a fast-moving environment - where partners, products, and customers are all evolving simultaneously - clarity becomes a competitive advantage.
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