Navigating tectonic shifts: Why partner ecosystems matter more than ever

In this post, Gail Mercer-MacKay explores how today’s industry shifts—what Vince Menzione aptly calls “tectonic shifts”—are redefining success for technology partnership leaders. Drawing on Vince’s decades of experience and the insights he shares through his Ultimate Partner platform, this blog dives into why partner ecosystem thinking, cloud marketplaces, and a new set of guiding principles are essential for thriving in a rapidly evolving digital landscape.

The past few years have reshaped our world in ways we never imagined. We’ve lived through a global pandemic that upended our norms, accelerated digital transformation at lightning speed, and ushered in a tidal wave of change—remote work, cybersecurity threats, economic headwinds, and now, the profound emergence of generative AI. If it feels like we’re living through a tectonic shift, it’s because we are. 

We often say that change is the only constant. But in today’s tech landscape, it’s not just change—it’s disruption. And disruption demands a new playbook. One written with courage, clarity, and above all, connection. 

That’s why I want to shine a light on someone who’s been helping leaders in the partner ecosystem rewrite that playbook: Vince Menzione. 

The power of partnership in a time of upheaval

I met Vince through his “Ultimate Partner” community and podcast, and I had the privilege of attending his Dallas event earlier this year. What stood out? The intimacy. The impact. The intent. 

With just 300 decision-makers in the room—senior leaders from hyperscalers, ISVs, GSIs—the value wasn’t in the presentations. It was in the conversations. Real people sitting across from one another, solving real challenges over coffee, not conference calls. 

That’s when I knew Vince was onto something. We’re all feeling the weight of transformation. But those who thrive? They do it through the strength of ecosystem thinking. 

Vince’s view: The era of tectonic shifts

Vince believes we’re not in an era of evolutionary change, but revolutionary disruption. And I agree. From geopolitical instability and eroded trust, to mass layoffs and shifting buying behaviors, our industry isn’t just moving—it’s morphing. 

Here are a few “shifts” Vince shared that I believe every tech leader needs to consider: 

• • Acceleration of change: We didn’t just go digital—we went deep. In two months, companies achieved two years’ worth of transformation. 
  • Rise of DIY partnership models: With partner resources shrinking, smaller players are stepping up and building their own success through new networks and smarter strategies. 
  • Buying behaviors have changed forever: Your buyer doesn’t want a pitch. They want purpose. And they’re doing the research on their own—often without ever speaking to sales. 
  • Marketplaces have become the new battleground: The “Marketplace Moment” is real. Co-selling and partner offers are more than buzzwords—they’re how tech moves today. 
  • AI is the new frontier: It’s not just about tools. It’s about trust. Vince is partnering with thought leaders like Neeti Gupta to guide the ecosystem through AI’s promise and its pitfalls. 

The big question: What got you here…will it get you there?

If you’re still relying on the same partner playbooks from five years ago, Vince would argue you’re falling behind. We’re no longer living in an age of “best practices”—we’re writing new ones in real time. 

At Mercer-MacKay, we see this every day in our work with tech leaders: the companies driving impact are the ones rethinking how they educate, engage, and activate their audiences. They’re not just showing up with a product—they’re showing up with a story. A reason. A community. 

And that’s why I love what Vince is doing with Ultimate Partner. Whether it’s his podcast (250+ episodes and counting), his intimate events, or his upcoming book, he’s helping partner leaders evolve—not reactively, but intentionally. 

What comes next: Cloud ecosystem growth

Vince is calling this next era “Cloud Ecosystem Growth”—a model that brings together hyperscalers, marketplaces, and partner programs into one connected strategy. It’s about relationships that scale, and strategies that sustain. 

It’s also about creating a new set of principles, not just tactics. Because while the tools may change, values like trust, collaboration, and growth are what will carry us through. 

As Vince puts it, “Circumstances may change, tactics might change, but principles do not.” 

Let’s keep the conversation going

I believe we’re all ecosystem leaders now. Whether you’re in product marketing, alliances, or strategic partnerships—how you show up in this moment matters. 

Ask yourself: 

• • Are we still operating from an outdated model? 

• • How are we empowering our teams to adapt and evolve? 

• • Who are we learning from—and are we inviting the right people into our conversations? 

If you’re not already following Vince, check out the Ultimate Guide to Partnering podcast—or better yet, join him in person at Ultimate Partner LIVE, May 1–2 in Redmond, WA. This event is a focused, high-impact experience designed to shape your FY25 Q4 success and prepare you for FY26. You’ll hear directly from Microsoft executives, dive deep into co-selling and Marketplace strategies, and network with the best in the ecosystem. 

Spots are limited—so if you’re serious about growth, this is the room you want to be in. 

And if this post sparked some thoughts, let me know. I’d love to hear how you’re navigating the shift. Because at the end of the day, navigating disruption isn’t a solo sport. 

It’s a partnership.