That audit turned into a rebuild. Formosa segmented Contentsquare's ecosystem by role, cloud, technology, data, SIs, agencies, and solution partners, and tied partner activity directly to product adoption, renewals, and revenue. The result: growth from a limited partner footprint to more than 125 integrations and over 3,000 partners across every tier. In this conversation, he explains why most analytics tools are excellent at telling a business what happened but not why, how Contentsquare avoids treating every partner the same when cloud providers, SIs, and technology partners all want different things from the relationship, and why the strongest partnerships get built around a shared roadmap long before a product ever launches.
The first thing I try to understand is how the ecosystem creates value for our customers, the partners, and our company.
I look beyond the partner list and ask:
When I stepped into Contentsquare, I found strong partner potential, but not yet a unified ecosystem strategy, especially for our technology partners. There was room to approach partnerships with more proactive strategy, opportunity to manage differentiated partner levels and types, and streamline partnership relationship ownership, operating processes, and performance data.
The opportunity was to turn partnerships into a business system that not only benefited us and the partner, but more importantly, our joint customers. We segmented the ecosystem, clarified the role of cloud, technology, data, platform, SIs, agencies, and solution partners, built the program and integration infrastructure, and connected partner activity to product adoption, renewals, win rates, sales cycles, pipeline, and new revenue.
That shift helped us grow from a limited partner footprint to more than 125+ integrations, and over 3,000 partners across all tiers and categories. Additionally, it increased partner participation across the customer lifecycle and established partnerships as a core growth lever beyond just pipeline for Contentsquare.
I think too many organizations are still trying to understand customer behavior by stitching together disconnected sources of information. They have survey data, support tickets, web analytics, dashboards, but each only tells one part of a much bigger story. By the time they've connected those insights together, the customer has often already abandoned their journey – or taken their business elsewhere.
We’ve seen this reflected across the 99 billion customer sessions we analyze on more than 1.3 million websites. In many cases, brands are seeing conversion rates soften even as average order values increase, signaling that today’s customers are becoming more intentional about where and how they spend. Every interaction matters more because customers have higher expectations and less patience for friction.
The challenge is that most analytics tools are excellent at telling you what happened, but not why it happened. Experience intelligence fills that gap by revealing moments of hesitation, frustration, confusion, or intent throughout the customer journey, giving teams the context they need to understand what customers are actually experiencing.
Looking at digital experience through Contentsquare’s lens shifts the focus from reacting to isolated information and metrics to understanding the complete customer journey. By joining behavioral data, customer feedback, and conversation intelligence in one place, teams can quickly identify what’s driving issues, align around the same evidence, and act while it still matters. That replaces guesswork with confidence and helps organizations continuously improve the experiences customers increasingly expect.
That’s exactly right. Customer insights only create value if they lead to action. Insights sitting in a dashboard may be interesting, but they don't change outcomes on their own.
Our ecosystem strategy is built around getting Contentsquare's insights into the tools teams already use every day. Whether that's Klaviyo for marketing automation, Snowflake for data warehousing, AWS and Microsoft Azure for cloud infrastructure, or Shopify for commerce – we build direct integrations that allow behavioral insights to flow directly into existing workflows so teams are equipped to act quickly and strategically without adding unnecessary complexity.
Our solution partners help customers operationalize those insights – whether that's improving digital journeys, optimizing marketing performance, or accelerating broader digital transformation initiatives.
Ultimately, a strong partner ecosystem reduces the distance between insight and action. We meet customers where they are, extend the investments they've already made, and make it easier for teams across the business to make informed decisions.
One of the biggest mistakes organizations can make is treating every partner the same. Cloud providers, technology partners, resellers, and solution partners each create value in different ways, so a successful ecosystem recognizes those differences instead of forcing everyone into a single model, commonly solely for pipeline generation.
For us, technology partners focus on extending product capabilities and dramatically increasing customer retention through deep integrations. Cloud and data partners help make purchasing seamless and ensure experience intelligence is accessible within the environments customers already depend on. Solution partners bring those capabilities to life by helping organizations implement, adopt, and maximize the value of the platform. Each plays a distinct role in helping customers realize value.
The real discipline is ensuring those capabilities reinforce one another. When a cloud provider, technology partner, and solution partner are supporting the same customer, they should operate as one coordinated ecosystem with clearly defined roles and shared objectives.
That takes intentional program design and aligned incentive structures, joint planning, shared go-to-market execution, and clear accountability across the ecosystem. Together, those efforts create a more seamless customer experience and help organizations realize success much faster.
Our most strategic partners enter the conversation early. In some cases, they take an active role in helping us design, build, test, or bring the capability to market. When we say we’re customer-first, this is what we mean. We’re innovating for market needs, not developing solutions in a vacuum. Partners are a huge part of making that system work, to deliver solutions that have business impact.
The ecosystem plays both roles: shaping the product and driving adoption at scale.
Technology, cloud, and data partners help us identify opportunities, validate technical decisions, and co-develop new integrations and capabilities. Solution partners bring direct insight from customer environments and may build new solutions, accelerators, and services around our platform.
Partners also influence our roadmap through Partner Advisory Board meetings, executive alignment sessions, and ongoing product collaboration. That feedback helps us understand where customers need deeper interoperability, new workflows, or additional capabilities.
Roadmap alignment is critical. The strongest partnerships are not built around a single launch. They are built when both companies understand where the other is going and invest together. By launch, our partners are not simply learning what we built. They understand the strategy, have helped shape the outcome, and are ready to help customers adopt it at scale.
"Chris Formosa is Global VP of Alliances at Contentsquare, where he leads the company’s global partnership strategy and works to expand its technology and business ecosystem. He brings more than 20 years of experience across partnerships, business development, marketing, and go-to-market leadership in the technology industry. Prior to Contentsquare, Chris held partnership and business development roles at companies including FullStory, WiderFunnel, Strutta, and Hootsuite."
More about Chris: 
Contentsquare is a leader in digital analytics, empowering businesses of all sizes with the insights they need to understand customers and deliver seamless experiences at scale. Its all-in-one experience intelligence platform provides rich and contextual insight into customer behaviors, sentiment and intent across all channels, helping businesses continuously deliver the right experience on web, mobile and apps. More than 1.3M websites worldwide rely on Contentsquare’s AI-powered platform to grow their business, drive customer loyalty and operate with greater efficiency in a constantly changing world.
To learn more, visit www.contentsquare.com.
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