SALESFORCE · CHANNEL SALES · IBERIA
Launching a Reseller Motion in Spain and Scaling Partner GTM Across Iberia
I recruited and enabled reseller partners, then worked with Salesforce account teams on target customers and active opportunities.
Executive summary
- Business context
- Salesforce · Alliances & Channel · Spain and Iberia
- Commercial problem
- Spain needed a viable reseller-led route to market.
- Henrique’s role
- Individual contributor responsible for launching and growing Salesforce’s reseller programme in Spain.
- Outcome
- Sustained year-on-year growth in partner-sourced closed-won revenue through the reseller programme.
PROBLEM
The problem
Spain needed a structured path from partner recruitment through enablement to commercial execution. Partners had different levels of Salesforce maturity, customer access, technical capability and commercial readiness.
The commercial need was to build reseller capability: partners able to identify opportunities, engage customers and work effectively with Salesforce sales teams.
MY CONTRIBUTION
My contribution
I was responsible for launching and growing Salesforce’s reseller programme in Spain, identifying relevant reseller and consulting organisations, recruiting them into the programme and establishing a practical onboarding path.
I supported indirect-sales accreditation, account mapping, alignment around target customers and priority opportunities, and connections to Salesforce sales and technical resources. The work later expanded across Iberia as part of a broader Iberia & Africa alliances remit.
EXECUTION
How I approached it
- 01
Prioritised partner fit
Adapted the work to each partner’s capability, market access and stage of development, including Ayesa, Inetum, Timestamp, Axians, Glintt and LOBA.
- 02
Built reseller readiness
Helped partners complete accreditation and prepare for credible customer conversations.
- 03
Aligned accounts and resources
Mapped partner coverage to target customers and priority opportunities, connecting partners with account executives and reseller solution-engineering support.
- 04
Applied enablement to live opportunities
Followed enablement with customer meetings, partner-specific activities, events, campaigns, pipeline reviews and opportunity follow-up.
RESULT
Result
The programme delivered sustained year-on-year growth in partner-sourced closed-won revenue across FY23–FY25.
CAPABILITY
What this demonstrates
- Reseller GTM execution
- Partner onboarding and enablement
- Joint account mapping
- Sales + partner alignment
- Opportunity progression and commercial accountability
EXTERNAL VALIDATION
Partner feedback
“In particular, thank you very much for all the work you did to help us become a reseller.”
Hiring for a senior partnerships or channel role?
I’m open to senior full-time roles where partner recruitment, enablement and Sales alignment are part of the brief.