She will be responsible for growing the company’s partner program and ecosystem.

Claudia Adrien

May 8, 2023

3 Min Read
B2B SaaS company PartnerTap hires Jasmina Muller

PartnerTap, a B2B SaaS company that specializes in partner data automation and utilizes an enterprise co-selling platform, has named Jasmina Muller as its new chief ecosystem officer. She will be responsible for growing the company’s partner program and ecosystem while ensuring investments in partnerships with the biggest business impact.

Prior to the position, Muller served in channel leadership roles at ScienceLogic, Everbridge, 8×8 and CenturyLink.


PartnerTap’s Jasmina Muller

PartnerTap, which was founded in 2016, builds a “powerful” data lake of mapped partner data that empowers teams to take a data-driven approach to everything, Muller said. This includes overall channel strategy and partner account planning, MDF investments, partner marketing campaigns and multi-partner sales opportunities.

Here’s our list of channel people on the move in April.

Channel and partner teams need a centralized view of the total market activity happening within their ecosystems, Muller said. Building up a data lake of all of a company’s partners and where they are engaged in each account can give teams the detailed information they need to operationalize everything from hyper-targeted ABM campaigns to partner-to-partner (P2P) strategies.

Muller suggests channel and partner teams need a “purpose-built system” that can bring in third-party data from partners and instantly show it within an ecosystem-view of the market, accounts and opportunities.

How the B2B SaaS Company Offers Real-Time Visibility

PartnerTap gives channel partner and sales teams the data and tools they need to scale up co-selling across their ecosystem, she said. It grants partners and sales teams real-time visibility to the current owners and sales teams on each account. This information is pushed back into the CRM so reps can see exactly who to engage on their accounts in the “moment that matters,” Muller said.

“The moments that matter are the moments that help move a deal forward, or a moment that blocks a competitor from getting a foothold in your customer,” she said. “Or it’s a moment that helps a customer realize they should renew, double down and expand their investment with your company. But the moments that matter aren’t possible without real-time visibility into exactly who each partner can actually help on a specific account or opportunity.”

Automation is critical, Muller said. Automation is the only way to auto-align thousands of reps, working across a million accounts and with thousands of partners, which the B2B SaaS company employs.

She added that partner and sales teams have been emailing around spreadsheets of customers and target accounts forever.

It’s something every vice president of sales encourages because it’s been the only way to find partners engaged in certain accounts. However, customer and prospect lists are out of date the moment they are sent. Territories get changed, accounts are re-assigned and sales reps move teams, change roles, or leave the company,” Muller said. “Channel teams should embrace new partner data automation technologies instead of limiting themselves to the handful of deals they can identify by manually scanning through spreadsheets and searching one by one in their CRM.”

Want to contact the author directly about this story? Have ideas for a follow-up article? Email Claudia Adrien or connect with her on LinkedIn.


About the Author(s)

Claudia Adrien

Claudia Adrien is a reporter for Channel Futures where she covers breaking news. Prior to Informa, she wrote about biosecurity and infectious disease for a national publication. She holds a degree in journalism from the University of Florida and resides in Tampa.

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