The leading identity platform that enables secure access to applications and data by managing user authentication, authorization, and lifecycle across the enterprise has built a powerful tech alliance motion by using Crossbeam to prioritize target accounts, eliminate manual mapping, and accelerate deal cycles. With Crossbeam, they have:

• Driven significant pipeline growth by mapping strategic targets
• Enabled seller-to-seller intros in minutes (not weeks)
• Built repeatable co-selling playbooks powered by real-time ecosystem data

The challenge

As their tech partner ecosystem matured, the leading identity platform recognized the need to go deeper with fewer, high-value partners, and to do it in a way that was scalable and data-driven. But mapping those partner ecosystems, aligning reps, and operationalizing plays across the field was easier said than done.

Before Crossbeam, the tech partnership’s team manually matched target accounts in Salesforce. The process was time-consuming and often error-prone, especially for large account lists. There was also limited visibility into which reps owned which accounts, making it difficult to activate co-selling plays in a timely way.

The solution

Crossbeam now sits at the center of their tech partner GTM strategy. Partnership managers and regional alliances leads use Crossbeam daily to:

• Identify high-potential overlap in new logo target lists
• Pinpoint the right rep at the partner org
• Facilitate warm introductions between sellers

“Crossbeam enables us to move with more precision,” said the Head of Technology Partnerships. “We’re able to act on what the data tells us, and we do it in a way that’s scalable.”

Thanks to Crossbeam’s Salesforce integration, they are also able to push partner overlap data directly into its CRM workflows, ensuring sellers and partner managers are always aligned on where to go next.

How the identity and access management company uses Crossbeam to win

Here are the tactical plays the identity and access management company is using to drive ecosystem-sourced revenue:

• Segmented rollouts at scale: They take a "crawl, walk, run" approach to sales enablement. Rather than overwhelming the field with new integrations, the team uses Crossbeam to identify where the greatest potential impact lies — whether that’s a specific vertical, region, or segment. “We take a more focused approach,” said the Head of Technology Partnerships. “We start with the right teams, set them up for success, and then scale from there.”

• Custom sales plays for strategic accounts: They layer Crossbeam data alongside territory plans and rep-submitted targets to align on key must-win accounts. From there, they launch custom sales plays — ranging from executive alignment and joint messaging to co-branded campaigns — designed to accelerate velocity and grow deal size. “It’s about enabling the reps with something they can actually use,” said the Head of Technology Partnerships.

• Ecosystem routing through channel partners: They are actively exploring how to expand Crossbeam workflows to include systems integrators and channel partners. By identifying which resellers have existing customer relationships, the team can better route deals through the ecosystem and unlock new paths to influence. “It’s not just about the direct co-sell motion anymore,” said the Head of Technology Partnerships. “It’s about using the full ecosystem to go faster.”

The results

• The identity and access management company has built a repeatable framework for launching and scaling partner plays, with clear attribution to partner-influenced revenue. “Our goal is always to tie every play back to revenue,” said the Head of Technology Partnerships. “Crossbeam helps make it possible to prove that value.”
• Field teams are more engaged and proactive with ecosystem plays thanks to focused enablement and direct rep-to-rep connections.
• The time-to-value on new partner motions has accelerated dramatically, enabling them to experiment, learn, and scale more efficiently. “We have been driving more pipeline, faster, thanks to Crossbeam and the seller intros that happen in days instead of weeks. One recent Q1 initiative drove significant pipeline acceleration by aligning with key partners,” said the Head of Technology Partnerships. 

Why it works

The identity and access management company’s partner strategy works because it’s built on focus. Instead of chasing every integration or campaign, the tech partnerships team prioritizes the partnerships that matter most and uses Crossbeam data to validate those bets before scaling.

The team also emphasizes strategic enablement over mass rollout. Each partner motion is paired with a tailored go-to-market plan, attribution tracking, and regional activation that sets reps up for success from day one.

“We’ve evolved from trying to do everything to focusing on more high-impact efforts. Now we’re able to do more with less—and do it even better. Crossbeam helps us make smarter decisions and move faster,” said the Head of Technology Partnerships.

Looking to the future

With a scalable model in place, the identity and access management company is now exploring broader ecosystem plays—including tri-party collaborations, SI-led co-selling, and tighter integration of Crossbeam with partner marketing.

The foundation is set, and Crossbeam is the engine powering what comes next.

Ready to see how Crossbeam can amplify your co-selling motion? Our ecosystem experts are here to help.

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