What Does a System Integrator Do as a Partner?

Elena from PARTNER2B
Jun 16
5 min read

System integrators are often involved early in the enterprise buyer journey. They participate in discovery, scope requirements, evaluate technologies, and ultimately shape the vendor shortlist.

For a B2B vendor, this means that an SI can be the key to unlocking high-value deals you were never positioned to win directly.

Example: A global SI leading a digital transformation project for a retail giant might recommend your analytics platform as part of their solution. You never pitched the client, but your technology is now being implemented across dozens of locations, thanks to the integrator’s design.

By working with SIs, companies can:

Enter new enterprise accounts
Reduce sales cycles
Drive adoption through trusted delivery
Improve retention with ongoing optimization

According to Forrester, 68% of enterprise technology decisions involve third-party influencers, including SIs. These are not fringe players; they are central to the way B2B technology is bought and delivered.

Where do system integrators fit among channel partners?

System integrators are a core type of channel partner, but they serve a different purpose than resellers, VARs, or affiliates.

To visualize this, refer to the B2B Partner Types Ultimate Cheat Sheet below:

partner types cheat sheet from elena zapolyanskaya

System integrators are listed under Channel Partners, but specifically play the role of B2B Solution Architects. This classification highlights:

Their high impact on enterprise growth
Their role in designing and delivering complete solutions
Their fit for complex transformation projects
Their need for project-based integration rather than transactional sales

This image also helps clarify that while SIs are grouped with resellers and referrals, their function and strategic value are distinct. They require different onboarding, incentives, and engagement strategies.

How are system integrators different from other partners?

Here’s a breakdown of how SIs compare with other common partner types:

Partner Type	Main Role	Sales Cycle
System Integrator	Designs and implements full tech solutions	Long-term, project-based
VAR (Value-Added Reseller)	Resells products with added services	Short to mid-term
MSP (Managed Service Provider)	Operates and maintains IT systems	Recurring subscription
Reseller	Sells products directly, often without added value	Transactional

The difference is not just in what they sell, but how they sell and the level of trust they command.

An SI typically:

Has deep consulting relationships with clients
Is involved in C-level transformation decisions
Leads implementation and sometimes ongoing management
Prioritizes project outcomes over commissions

They are solution builders, not shelf-stockers.

What do system integrators want in a partner?

System integrators do not join partner programs casually. They invest only in products that align with their business strategy and customer needs. To earn their attention, your product must do one or more of the following:

Help them deliver projects faster
Reduce complexity for their clients
Expand their total services revenue
Open up new industry or vertical use cases

Tip: Instead of offering a generic reseller discount, show how your product increases their billable hours or simplifies their delivery model. If your platform helps them close bigger projects or upsell more services, they will invest in making it part of their go-to-market motion.

How do you find the right system integrators?

Partnering with SIs is not about building the biggest list. It is about finding the right ones.

Look for system integrators who:

Serve the same industries as your customers
Work with complementary technologies
Have the scale and staff to support joint projects
Show a willingness to co-sell and co-invest in the relationship

You should also evaluate them for:

Geographic relevance
Delivery capabilities (certifications, integrations)
Current customers that match your ICP
Go-to-market readiness

This process can be complex without the right tools. That is why PARTNER2B developed the AI Partner Fit Score™, which analyzes product compatibility, audience overlap, and past performance to rank system integrators by impact potential.

How do you activate and enable a system integrator?

Once you’ve identified a promising SI, the real work begins. Here is a three-phase approach to activation:

1. Technical enablement

Provide documentation, sandbox access, and training
Host hands-on implementation workshops
Certify key consultants

2. GTM alignment

Build joint value propositions
Co-create solution bundles for target verticals
Run account mapping and co-selling sessions

3. Ongoing support

Set up regular business reviews
Share pipeline data
Offer access to early product features
Promote success stories across both brands

Real-world example: A real-world example is Cloudbric’s partnership with ICS Compute, a leading Southeast Asian system integrator. ICS integrated Cloudbric’s cloud-native firewall into its offerings for finance and public sector clients, enabling quick market entry for Cloudbric and helping ICS expand its value with a managed security solution tailored to regulated industries.

What does success look like in an SI partnership?

Strong SI partnerships often produce:

Higher average deal sizes
Better win rates in enterprise sales
Deeper product adoption
More recurring revenue through services

The most successful SI programs include:

Tiered partnership levels with clear incentives
Solution blueprints that highlight integration value
Shared marketing programs
Executive alignment and roadmap collaboration

Measurement is key. You should track:

Partner-influenced pipeline
Average sales cycle length
Project success rate
Cross-sell and upsell impact

This data helps you refine your SI strategy and prove ROI internally.

What are the most common mistakes companies make?

1. Partnering without fit

SIs that look good on paper may not align with your product strategy. Always evaluate based on technical fit and customer relevance.

2. Lack of enablement

Without strong onboarding, SIs cannot position your product effectively. They will prioritize vendors that support them fully.

3. Poor communication

If you only engage at the time of deal closure, the relationship will feel transactional. Schedule regular syncs and strategic check-ins.

4. Misaligned expectations

Make sure both sides understand what success looks like, who owns what, and how you will measure results.

Should you add system integrators to your GTM strategy?

If you sell to enterprises, support complex use cases, or want to shorten your sales cycle, the answer is yes.

System integrators are:

Gatekeepers to large digital transformation budgets
Trusted by executives in critical buying decisions
Key players in long-term customer success

But they are only effective when properly selected, enabled, and aligned. That is why your SI strategy needs to be intentional and supported with strong data and process.

How PARTNER2B helps you scale with the right system integrators

At PARTNER2B, we help companies build channel strategies that actually drive revenue. Our platform removes the guesswork from partner selection and engagement.

With the AI Partner Fit Score™, you can: