Definition
Ecosystem go-to-market is a way of selling where a vendor works with a coordinated group of partners, platforms and alliances to reach and win customers. The group can include resellers, MSPs, technology partners, cloud marketplaces and consultants. Each one plays a role in how buyers find, buy and use the product.
The idea comes from how buyers choose software. They often rely on several trusted companies for advice, purchasing and ongoing support. A vendor that works with those companies can show up earlier in the buying process.
Adding more partner types is only the first step. Ecosystem GTM also needs shared plans, clear roles in each deal and a fair way to credit partners. Many vendors track sourced and influenced revenue to see which partners help most.
In practice
A vendor selling to banks works one deal with a consulting firm that shapes the requirements, a cloud marketplace for purchasing and an MSSP that runs the product afterward.