Introducing WorkSpan AI for Google Cloud Partnerships

By Amit Sinha, President & Co-founder, WorkSpan

I've spent years consulting with revenue leaders about their partnership challenges, and a striking pattern consistently emerges.

Every organization has that exemplary seller who leverages partnerships masterfully — driving increased revenue, shortened sales cycles, and expanded influence across new buying centers.

Yet, when revenue leaders attempt to replicate and scale this success across their organization, it fails miserably. In fact, 61% of partnerships fail in GTM execution.

This reveals what I call "The Partnership Paradox": The more essential partnerships become to success, the harder they are to scale effectively across your sales organization.

The Partner Complexity Tax

Why do so many partnerships underperform in generating revenue? The answer lies in what we call the "Partner Complexity Tax" - the invisible burden that every seller in your sales organization has to pay as they navigate partnership solutions.

Think about the cognitive load on your sales teams:

• Which partner solution best matches my customer's needs?
• Who at the partner organization should I engage?
• Do I fully understand what this partner brings to the table to position them confidently?
• Will this partner actually help in the opportunity or add complexity?
• How much time will I spend managing the partner versus selling without them?

These questions are overwhelming, and their answers aren't readily available. All too often, sellers take the path of least resistance—they go it alone. The cost? Missed opportunities, stalled deals, and forfeited advantages that partners could have added.

The real problem isn't seller reluctance—it's that we've built partner ecosystems without keeping the seller at the center of focus.

Introducing WorkSpan AI for Google Cloud Partners

Today, I'm excited to announce a comprehensive platform that directly addresses these challenges for Google Cloud partners. Our solution isn't more enablement or training—it's embedding partnership intelligence directly into the seller's workflow.

WorkSpan AI represents a monumental step forward in how companies leverage their partnerships with Google Cloud, with three key capabilities launching today:

1. WorkSpan.AI from Partner CRMs

WorkSpan.AI provides AI Teammates that partner managers can create for every partnership in their CRM to enable their sellers—whether they're Hyperscalers, Independent Software Vendors (ISVs), Tech Partners, Global Systems Integrators (GSIs), or Managed Services Providers (MSPs).

Partner managers can now create dedicated AI agents for Google Cloud, enabling their sellers to understand, connect, co-sell, and execute private offers with Google at scale—all without leaving their CRM environment.

These AI Teammates aren't just knowledgeable about partnerships—they understand the specific context of each opportunity and each account. They provide 24/7 expert support, eliminating the traditional human-chain delays that frustrate sellers and slow deals.

2. ISV Deal Registration from Partner CRMs

WorkSpan now supports ISV Deal Registration Automation using the latest Google API directly within partner CRMs. Our engineering team has worked closely with Google partner engineering to fully integrate with Google's Deal Registration API in time for Google Next.

This means seamless, friction-free deal registration that happens within the seller's workflow—no more context switching, manual form filling, or chasing updates.

3. Google Marketplace Integration from Partner CRMs

As co-sell engagements progress through the sales funnel, companies can now send Private Offers for SaaS listings directly from the comfort of their CRM to close deals via Google Marketplace.

This end-to-end integration ensures that partnerships can be leveraged at every stage of the deal cycle—from initial opportunity identification to final transaction—all while keeping the seller at the center of the process.

Beyond Brute Force Enablement

One CRO recently told me: "Even if we train all thousands of our sellers on every partnership solution, their ability to remember that information 6, 12, or 18 months later is essentially zero."

This is the reality facing modern enterprises: thousands of sellers, hundreds of solutions, and an ever-expanding web of partnerships. The cognitive complexity is staggering, and the math problem of partnerships has become impossible to solve through conventional means.

WorkSpan AI changes the equation. Rather than forcing sellers to become partnership experts through brute-force enablement, we're embedding partnership intelligence directly into their workflow, making it available at exactly the moment it's needed.

The Future of Partnership Intelligence

These capabilities represent just the beginning of our vision for AI-powered partnership intelligence. By removing the friction that has traditionally plagued partnership execution, we're enabling organizations to finally capture the full value of their ecosystem relationships.

For Google Cloud partners in particular, these tools provide an unprecedented ability to scale partnership execution across their sales organization—transforming Google Cloud from a strategic partnership that a few stars leverage into a true competitive advantage for the entire team.

Learn More

To see these capabilities in action and hear more about our vision for partnership intelligence, join our webinar on April 23rd: Register now

The ecosystem imperative is clear. The partner paradox is solvable. The future of partnership intelligence is here.

Amit Sinha is the President and Co-founder of WorkSpan, the leading ecosystem orchestration platform. WorkSpan AI helps companies scale their partner-led revenue with AI Teammates that make every seller a partner sales expert.

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