MasterClass EP29: How Account Mapping Fuels AI and Partner GTM

AI is only as strong as the context behind it. This episode of MasterClass explores why ecosystem data has become one of the most important inputs for AI-powered partner go-to-market strategies. Hear from Crossbeam CEO, Bob Moore, and Impartner’s VP of Marketing, Trevor Burnett, as they break down how account mapping has evolved into a strategic dataset, how it fits into the partner tech stack, and how the insights are used across co-sell, reseller routes, and broader revenue motions.

The conversation connects these fundamentals to the growing role of AI. They outline what AI helps, what it complicates, and why proprietary ecosystem data delivers the differentiation AI engines need. The session closes with how joined account mapping and PRM data unlock next-level value through the Impartner plus Crossbeam integration.