monday.com has announced a significant overhaul of its partner program. The company is introducing reseller and distributor tracks for the first time, alongside new AI-focused incentives and an AI-powered partner matching engine in the most substantial shift in monday.com's channel strategy since it went public in 2021.
The core updates to the monday.com partner programme include a dedicated reseller and distributor track, replacing the revenue-share model operated to date. Partner representatives can now earn financial incentives for attaching AI capabilities to customer deals. A new "AI Genius" specialisation tier has also been introduced for partners with proven AI delivery expertise. Additionally, a redesigned partner platform introduces Matchmaker: an AI-powered tool that connects enterprise buyers with services partners based on industry and specific needs.
According to co-CEO Eran Zinman:
"Our partners are increasingly leading complex transformations for global customers. These programme enhancements ensure they have the AI resources and capabilities to deliver exceptional value."
Why monday.com's partner programme is changing now
monday.com crossed $1.23 billion in revenue in fiscal 2025, up 27% year-on-year. However, much of that growth came from a self-serve, product-led model built for SMBs and mid-market teams.
Enterprise traction, meanwhile, is building. Customers spending more than $500,000 annually grew 74% year-on-year and accounts above $50,000 in ARR now represent 41% of total ARR. Crucially, larger organisations buy and deploy software differently. They need system integrations, governance frameworks, change management and ongoing optimisation support. A direct, self-serve motion doesn't address those needs well at scale. As a result, monday.com is placing greater weight on a partner ecosystem that can.
According to Chief Revenue Officer Casey George:
"New partner models are required to meet how customers buy, deploy and scale AI-driven solutions. Our priority is creating an ecosystem that supports sustainable value for partners and customers alike."
What the new reseller and distributor tracks mean for enterprise buyers
The most practical change in the monday.com partner programme is the introduction of reseller and distributor tracks. Previously, monday.com's channel model was built around revenue-share relationships suited to consultancies and solution providers. However, many large enterprises procure software through preferred distributors, VARs or regional systems integrators. monday.com's previous model didn't align well with those routes.
The new tracks make the platform accessible through commercial frameworks that enterprise IT teams already use. In practice, this can mean procurement through an existing vendor panel. It can also mean more flexible bundling of licences and services, and access to a broader range of local implementation partners.
Currently, partners contribute 23% of monday.com's gross added ARR: highlighting room for growth relative to peers. Atlassian reports more than 50% of its revenue flows through channel partners, reflecting sustained investment in channel infrastructure over many years. Meanwhile, Smartsheet has recently revamped its partner programme with new enterprise-focused incentives. Asana has also made partner-led sales a priority on its path to $1 billion in revenue.
