‘We are also putting together a new AI framework specialization program so that as partners lean into the AI play, they will get more access to C-suite-level conversations, more resources, more materials, and more hands-on support from Monday. We think of it as a holistic program. The more partners lean into the new era, the more we invest back into them,’ says Casey George, chief revenue officer at Monday.com.
Workflow automation management platform developer Monday.com Tuesday expanded its channel partner program with an emphasis on helping its partners bring AI to their customers’ deployments.
Monday.com is the maker of a work management platform that helps customers not only manage their work but also execute it, said Casey George, chief revenue officer of the New York-based company. Its suite of offerings includes CRM, development capabilities, and AI, George (pictured above) told CRN.
“We cross a number of areas, but we’re really the connective tissue in an enterprise that helps them manage their work, whether it’s in a service platform, in development, or even if it’s something you create,” he said. “We see a lot of customers create use cases that, quite honestly, we could never have thought of, from managing legal departments to M&A activities at Fortune 500 companies. These are use cases where we deliver a ton of value.”
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At this week’s seventh annual partner summit, Monday.com will provide channel partners with insights into its 2026 strategy focus areas, George said.
“Partners will learn from our internal best practices,” he said. “They’ll network with their peers and with C-suite-level executives. The program is really designed to help partners at the end of the day scale their businesses and drive our shared success in 2026.”
For channel partners, Monday is introducing two new initiatives, said Dror Spindel (pictured below), Monday.com’s vice president of partnerships.
The first, Spindel said, is around the company building an AI-first channel.
“We’re introducing a new partner incentive program that we are building for the first time around AI,” he said. “It will be a very competitive incentive program aligned around the direction we want the ecosystem to go together. There will be very lucrative rewards for partners.”
Those rewards will include monetary incentives for partners leaning into Monday.com’s AI play, selling more AI products, and driving AI information to their customers, Spindel said.
“We are also putting together a new AI framework specialization program so that as partners lean into the AI play, they will get more access to C-suite-level conversations, more resources, more materials, and more hands-on support from Monday,” he said. “We think of it as a holistic program. The more partners lean into the new era, the more we invest back into them.”
Monday.com is also launching a new Go-To-Partners platform, which replaces the company’s legacy partners directory with a new system with embedded AI that acts as a matchmaker to connect customers and partners based on industry expertise and business needs, Spindel said.
“This is a really interesting opportunity for them because it will route more traffic to them in a very smart way,” he said. “We want to make sure that we create high-quality matches between customers and partners to drive better outcomes. This is another opportunity for us to give more visibility and drive more traffic to our top performing partners.”
Monday.com is also extending revenue opportunities for partners with AI, Spindel said.
“We are seeing that with a lot of our customers, the average employee, the average user, doesn’t find it easy or intuitive to implement and adopt AI and change their tactics,” he said. “This is where we really believe partners play a crucial role in our strategy, and we believe that it’s going to open an all-new world of opportunities for them in professional services, taking all the amazing technology and product offerings Monday has built and support customers in implementing them it in the best possible way.”
Outside of its AI focus, Monday.com is also evolving its commercial strategy to expand beyond its traditional revenue share channel model with a new dedicated reseller program and a distribution program, Spindel said.
“We’re expanding the type of partners that we work with,” he said. “It comes back to our strategy of making sure that any customer will have the opportunity to work with the right partner to get the most suitable solution for them at the right moment.”
Monday.com is also preparing to invest more in collaboration with its more strategic partners by re-launching its partner advisory board that will bring together 15 leading global partners discussing go-to-market strategies and regional strategies and collecting partner feedback, Spindel said.
George said that, under Dror Spindel’s leadership, the company has built a pretty impressive partner ecosystem that today helps it approach $1.4 billion in annual recurring revenue.
“We’ve always led with partners,” he said. “For example, when approaching a new market, whether it be in Southeast Asia or India or Latin America, it starts from day one as a partner business. That has been the leading indicator for us as we look to expand into different markets. And with no exception, we’re going to continue to do that.”
To do so, Monday.com will be looking for its partners to get a lot more domain expertise and industry expertise as it moves new innovations into the market, George said.
“We’ve launched a number of products, whether it be CRM in the last two years, services in the last 12 months, and development in the last two years,” he said. “These are new opportunities for our partners to deliver value, and we lead with our partners in these markets that have the domain expertise. We’re going to continue to expand on that and look to penetrate additional new emerging markets. And we will do that on the backs of partners.”
Monday.com wants to make it easy and lucrative for partners to do business with it while making them more relevant so they can deliver more value to their customers, George said.
“I think AI is the accelerant to all of that, so they’ll be able to do those things in a very quick way,” he said. “And the partner advisory board is a step in that direction because it gives us real-time feedback on what’s working, what’s not, and where we need to adjust so we can continue our growth trajectory on back of our partners. We’re super excited about where partners have gotten us today and ultimately where they’re taking us in the future.”
Danny Coleman, head of the Monday.com practice at Adaptavist, a London-based strategic channel partner of the vendor, told CRN the big headlines at Monday.com and its partner summit are all around AI.
“The focus is on starting to create a real services demand because customers aren’t just looking to purchase licenses for Monday.com and then turning it on, especially with all the hype that exists around AI,” Coleman said. “AI can help with designing workflows and governance and integrations around that. I think the incentives they’re talking about for encouraging that AI adoption make a lot of sense. I’m really excited about them, because anything that can give us improved alignment between Monday and partners is a win, and that’s really gonna help drive customer value.”
Adaptavist has been working with the AI features within Monday.com for as long as that company has offered them, Coleman said.
“We pride ourselves on being on the cutting edge of everything that Monday has to offer, both in terms of the new products they bring to the market, as well as the actual kind of features and AI offerings,” he said. “But the extent to which we’ve been working with them has been ramping up as of late in correlation with the speed with which they’ve been releasing new AI offers.”
Adaptavist is on the new Monday.com partner advisory board, Coleman said.
“I think one of the things I’m particularly interested in is how we can actually help Monday.com scale their partner program,” he said. “Historically, I think that partner program has been focused on how independent regions operate. So for context, I oversee Adaptavist partnerships with Monday.com in North America, Spain, the U.K., and Turkey. And right now, those four areas operate completely independently. I oversee the practice of all of them, but I think there’s a lot that Adaptavist can offer to Monday to help globalize its practice so that it can scale up in the future and be more accommodating for other global technology partners to get in the fray. We can be out of the canary in the coal mine.”
Monday.com is one of the easiest companies to work with from the channel perspective, Coleman said.
“They’re really great partners,” he said. “We have regular touch points with clear roles and responsibilities in terms of who we work with, or different scenarios and use cases. They’re just lovely people to work with overall. They’re very strategic. I genuinely feel like everything we do is a partnership.”
