monday.com expands partner programme with AI & service focus

monday.com has announced the expansion of its partner programme with the introduction of two new specialisation frameworks focusing on AI and Service.

The new frameworks follow the company's existing CRM specialisation, which has seen measurable growth over the past year. According to monday.com, since the CRM framework's inception, over 40 partners globally have achieved CRM Specialist status, with this number more than doubling year-on-year. Specialist Partners now contribute 50% of CRM channel annual recurring revenue (ARR), a figure which signals strong engagement within this segment.

The company stated that Specialist Partners have been instrumental not only in driving revenue but also in developing tailored solutions for specific industries and verticals, such as healthcare, construction, and real estate. Partners have also invested in dedicated CRM sales teams and have held CRM-focused meet-ups and events.

The new AI and Service specialisations aim to enhance monday.com's transformation into a multi-product platform and to ensure that partners remain aligned with areas of strategic product development.

Specialisation frameworks

The AI Specialisation framework is designed to recognise partners that excel in AI consulting and implementation for joint customers worldwide. Partners seeking this specialisation need to demonstrate success in AI-related business deals and widespread adoption of AI features among their client base. In return, partners receive a public badge in the monday.com Partner Directory, dedicated enablement and product team access, lead prioritisation for AI services, and eligibility for additional Market Development Funds (MDF).

The Service Specialisation framework focuses on partners with proven expertise in delivering monday Service solutions. Requirements include reaching specific sales and ARR thresholds for large service deals, employing dedicated service sales staff, and fulfilling certification requirements. Successful partners receive a public badge, focused enablement, product team access, and prioritisation in lead and project distribution, alongside additional MDF eligibility.

Momentum from CRM specialisation

Reflecting on the partnership programme's evolution, monday.com pointed to the CRM specialisation as a key factor in its decision to broaden its specialisation offerings. The company noted that the CRM framework provided a clear differentiation path and new revenue streams for partners, as well as improving alignment on strategic products and enhancing customer value.

Specialist Partners are now recognised for their ability to deliver consistent quality, as well as for their adaptation to vertical or industry-specific requirements. This, according to monday.com, enables customers to more easily identify and engage with partners based on clear and verified areas of expertise.

"As monday.com continued evolving into a multi-product platform, it identified an opportunity to better position partners as product-specific experts, particularly for solutions that are strategic to the company. This realisation led to the launch of the CRM specialisation framework, designed to recognise and promote top CRM Partners on a global scale."

The company's list of notable CRM specialist partners includes Workiflow, Carbonweb, Eligeo, Ability Ops, Orange Dot, Evero, tiilt.io, Tryve, Omnitas, Blinno, Upstream, FullCRM, Cloudcache Consulting, Sypsoft, and simplifica.biz.

Programme features and recognition

The partner programme is structured with tiering reviewed bi-annually, in January and July, with specialisation badges and benefits awarded based on performance in the preceding 12 months. monday.com describes its partner programme as offering flexible tiering, diverse revenue streams, and comprehensive support. Partners that invest in the ecosystem and pursue specialisations are given access to additional hands-on support from the company.

The introduction of the AI and Service specialisations is intended to ensure that both partners and customers are positioned to benefit from the broader product suite and continued platform evolution. Partners who achieve these specialisations receive visibility enhancements, additional engagement opportunities, and access to expanded revenue streams. Customers are also expected to benefit from the enhanced ability to find partners matched to their needs for AI and service projects.

"For partners, they offer an additional revenue stream and a clear path to differentiation, improved visibility, lead prioritisation, and deeper engagement with the partner programme. For monday.com, specialisations strengthen its position as a multi-product platform, enhance value for joint customers, and ensure partners are aligned with key strategic products. For joint customers, specialisations provide an easier way to identify and engage with partners based on verified expertise, vertical alignment, and consistent quality of delivery."

The company said the expansion of specialisations is shaped by the outcomes and learnings from its CRM initiative, and it expects the new frameworks to further develop its partner ecosystem and the quality of customer outcomes.