The Elevate Conference is one of monday.com’s flagship annual events, aimed at showcasing the evolution of the company and its vision for the future of work management. Recently held in key cities such as London, New York, and Sydney, the conference gathers professionals from various industries to discuss the rapidly changing landscape of collaborative technology.
The London leg of this year’s Elevate Conference, held in September, featured notable keynote speeches from Eran Zinman, Co-CEO of monday.com, who reflected on the journey of monday.com, and Daniel Lereya, Chief Product and Technology Officer, who shared updates to the company’s product suite along with real-world success stories from companies like Experian, Eight Wealth, and Oatly.
With an emphasis on the growing role of work management solutions, attendees were provided with insights into how these tools are transforming businesses globally, streamlining workflows, and improving team collaboration. As monday.com continues to grow in prominence, one of the central themes of the conference was its approach to working with partners, the company’s integration capabilities, and the future of the platform, and with 94% of attendees gaining new skills and 92% recommending the event, it’s clear that Elevate is a go-to event for professionals focused on improving team performance.
monday.com’s Journey and Growth
Since its founding, monday.com has established itself as a leader in the work management sector. While the company began primarily as a product-led growth organisation, focusing on direct sales through its website, it soon realised the potential of an indirect sales approach as well. This strategy allowed monday.com to expand more quickly and enter diverse markets.
Ophir Penso, VP of Partnerships, explained, “About five years ago, we decided to develop both direct and indirect sales in parallel, a move that allowed us to scale faster than our competitors. While many tech companies start with direct sales and later build their channel strategy, we pursued both paths at the same time. This gave us a significant advantage.”
Today, monday.com is one of the dominant players in the work management space. Penso notes that the sector has rapidly matured in the past few years, “If you look back five years ago, you wouldn’t have seen Gartner Magic Quadrant or Forrester reports focused on work management. Now, it’s a fully recognised market, and monday.com is at the forefront of that evolution.”
Integration and Expanding Product Suite
One of monday.com’s key strengths is its ability to integrate with third-party platforms. Although monday.com offers an expanding suite of its own products, such as monday CRM, monday Dev, and the upcoming monday Service, it has embraced an open ecosystem approach, ensuring seamless integration with other industry-standard tools like Jira and NetSuite.
“monday should be the core of the work, but we won’t be able to manage the full scope if we aren’t heavily integrated with other software vendors,” Penso remarked. He highlighted the importance of working alongside platforms that companies already rely on. “For example, many of our enterprise customers use monday.com to manage workflows, while their development teams continue using Jira. We connect those workflows, making the overall business process smoother.”
This integration-focused approach has been essential for monday.com’s growth, particularly in enterprise environments. As the company continues to enhance its CRM and Dev offerings, its ability to support businesses across various functions and departments is becoming increasingly sophisticated.
A Balanced Sales Strategy: Direct and Indirect
monday.com’s sales strategy is built around two channels: direct sales, where customers purchase the platform online or directly through enterprise level projects, and indirect sales, facilitated by a growing network of partners. This dual approach is a reflection of the company’s belief that both channels are critical to its success.
Globally, about two-thirds of monday.com’s revenue comes from direct sales, with the remaining one-third coming from partners. However, in certain regions, such as EMEA, the balance is closer to 50/50. Penso emphasised the importance of partnerships in these markets: “In EMEA, a large part of our growth has been partner-led, and this focus remains central to our strategy. We rely heavily on our partners to deliver services, especially in the SMB and mid-market segments.”
Partner Ecosystem: Supporting Growth and Innovation
As monday.com grows, its partner network has become a cornerstone of its business strategy. With over 2,000 partners globally and approximately 100 in EMEA, the company works closely with consultants and system integrators to deliver tailored solutions for clients. Penso highlighted that monday.com offers various partnership paths, catering to different types of collaborators.
“We have three main partner paths,” Penso explained. “First, there’s the channel solution partners, who focus on selling and building verticalized solutions for clients. Then we have service partners, who handle more complex implementations. Finally, there’s the marketplace partners, who can build and sell applications through our marketplace.”
In addition to these paths, monday.com provides robust support to its partners through certification programmes, technical resources, and dedicated partner managers. As companies increasingly seek more sophisticated work management solutions, monday.com aims to ensure that its partners are equipped to handle complex business cases.
One of the most exciting developments in the partner ecosystem is the monday.com Marketplace. Recently, the platform opened up the marketplace to allow partners to resell applications, expanding the potential reach of partner-built solutions. “What’s happening now is that partners who build apps on our platform are able to leverage the entire partner network to distribute and sell those apps,” Penso said. This interconnected ecosystem allows for greater collaboration and innovation, further enriching the platform’s capabilities.
The Role of AI in monday.com’s Future
As artificial intelligence becomes a critical component of modern business tools, monday.com is positioning itself to leverage AI across its product suite. The introduction of monday AI marks a significant step toward automating and optimising workflows for users. According to Penso, AI will play a vital role in monday.com’s future.
“We are taking AI to an execution level,” Penso noted. “Many companies are still exploring how AI can truly integrate into day-to-day workflows. With monday AI, we aim to enhance efficiency across all our products, whether it’s work management, CRM, or service management. The goal is to make tasks like closing deals or responding to customer support tickets faster and more intelligent.”
monday AI is expected to integrate seamlessly with all of monday.com’s core products, providing users with insights and automating routine tasks. This focus on AI underscores monday.com’s commitment to innovation and its desire to remain at the forefront of work management technology.
The Road Ahead
monday.com recently celebrated reaching $1 billion ARR valuation, a significant milestone that highlights the company’s rapid growth and its increasing influence in the enterprise software market. As it looks to the future, monday.com remains focused on expanding its partner ecosystem, refining its product offerings, and continuing its push into new markets.
Penso also shared some exciting news about the company’s upcoming expansion plans, particularly in EMEA: “We’ll be opening a new office in London’s Fitzrovia in 2025, which will be double the size of our current space. This investment reflects our confidence in the region and our commitment to continuing to grow not just in revenue but also in hiring local talent.”
As monday.com scales globally, it remains committed to its mission of providing a flexible, integrated, and innovative work management platform. With its growing partner network, cutting-edge technology, and ambitious expansion plans, the company is poised to lead the way in shaping the future of work management for years to come.