Estelle Smith: Attracting, Not Chasing, GSI Partnerships

At the Partnership Leaders Catalyst Summit in San Francisco, I had the opportunity to sit down with Estelle Smith, Global GSI Alliance Lead at Semperis. Estelle has built a remarkable career across IBM, Oracle, Workday, and Fortanix before joining Semperis, where she is helping the company scale its global partnerships in the critical space of identity protection.Cybersecurity is a fast-growing sector, with identity protection at the center. Nine out of ten cyberattacks target identity infrastructure. Semperis specializes in protecting and recovering identities across hybrid and multi-cloud environments, and their go-to-market approach is striking: 100% partner-led.Why Partner-Led MattersEstelle explained that for Semperis to succeed, they need to be the “easy button” for their partners. That means enabling GSIs and MSPs with training, certifications, and a clear partner program. It also means aligning with how partners go to market - whether as resellers, managed service providers, or solution influencers.The company takes a twofold approach:* Top-down: building a global program that adapts to regional nuances.* Bottom-up: driving account-level engagement and winning a few key deals to build momentum.This balance allows Semperis to build credibility, prove value, and attract the attention of large GSIs by showing demonstrated success.Focus Over FrenzyOne of Estelle’s guiding principles is focus. Instead of chasing dozens of partners, Semperis invests in a small subset of GSIs. By starting with two or three wins and broadcasting that success across the partner’s organization, they create a flywheel effect that scales influence and trust.She also highlighted the importance of regional systems integrators (SIs). These “sharks and minnows,” as she described them, can be nimble and effective early partners. By proving success with regional players, Semperis develops playbooks and case studies that make it easier to engage larger GSIs later.Measuring SuccessPartnerships thrive when success is measurable. For Estelle, that includes tracking:* Partner-sourced opportunities* Partner-influenced deals* Renewal rates* Customer-driven pull from GSIs“You can’t manage what you can’t measure,” Estelle said, underscoring the importance of data to validate strategy and demonstrate ROI.Why GSIs Want to Work with SemperisThree factors make Semperis especially attractive to partners:* Market Growth: Cybersecurity is growing at double digits annually.* Enterprise Customers: Semperis already has large customers in place.* Product Fit: Their solutions protect the most targeted area of enterprise infrastructure - identity.As Estelle put it, the combination of growth, proof, and alignment makes GSIs want to lean in rather than be chased.Lessons for Partner LeadersEstelle’s story offers valuable lessons for anyone building strategic alliances:* Stay partner-led by design, not by accident.* Balance global strategy with local execution.* Focus on fewer, deeper relationships rather than spreading thin.* Celebrate and amplify early wins to build credibility.* Measure and communicate impact relentlessly.Semperis’ journey demonstrates that when a company commits fully to its partners, it creates a multiplier effect that drives growth for everyone involved.This episode is a must-listen for partner leaders navigating complex ecosystems, especially in fast-moving industries like cybersecurity.🎙️ Inside Partnering is a podcast for ecosystem builders, alliance leaders, and the people shaping the future of partnerships.Let’s build the future of partnering - together.🎧 Want more conversations like this?Check out all 90+ episodes at InsidePartnering.com💌 Subscribe to get new episodes and behind-the-scenes insights: insidepartnering.substack.com🔗 Follow Chip on LinkedIn for daily partnership content and guest clipsKnow someone Chip should interview? Send a quick email. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit insidepartnering.substack.com