Partnership leaders often talk about “better together” - but for John Breul, Vice President of Global Software Alliances at FloQast, it’s more than a slogan. It’s the engine behind how the company scales integrations, leverages hyperscalers, and empowers accounting teams worldwide.
I caught up with John at the Partnership Leaders Catalyst Summit in San Francisco, where he shared how FloQast is navigating the evolving partner landscape - from ERPs to AWS, to Big Four consulting firms, and beyond.
FloQast’s Partner Pillars
John oversees FloQast’s software technology alliances team, which he organizes into three key pillars:
* FinTech ISVs - complementary software providers like Defend that integrate closely with FloQast’s accounting transformation platform.
* ERP Vendors - core integrations with SAP, Workday, NetSuite, and others to ensure reconciliation aligns with customers’ general ledgers.
* Hyperscalers - especially AWS, where marketplace transactions and AI innovation play a major role.
FloQast’s platform, designed by accountants for accountants, helps finance teams streamline close, compliance, and reconciliation. Partnerships expand that value while reducing churn and increasing customer stickiness.
The AI Shift
A big theme in our conversation was how artificial intelligence is changing everything. FloQast recently launched Transform, a no-code agent builder that empowers non-technical users to automate accounting processes. This has reshaped how FloQast engages with partners - moving from point-to-point integrations toward bi-directional data flows that AI can act on.
Internally, John’s team is experimenting with AI to drive co-sell effectiveness. By generating tailored prompts and email templates for partner sellers, they’ve seen response rates that are 10x higher than traditional outreach. “It’s like creating 100 customized messages in five minutes instead of spending hours tailoring each one,” John explained.
AWS Marketplace and the Procurement Advantage
John shared candid insights into FloQast’s AWS partnership. Marketplace has become a powerful lever, especially during renewals. Procurement teams often prefer transactable marketplace options to leverage spend commitments - sometimes even accelerating deals rather than slowing them down. As John put it:
“If they find out we’re transactable and our competitor isn’t, it’s game over. They know how to get it done in 15 minutes.”
Still, challenges remain. AWS sellers tend to focus on IT organizations, not finance teams. John sees opportunity in AWS’s growing industry competencies but advocates for a stronger line-of-business focus to truly unlock co-sell value for solutions like FloQast.
ERPs and the Competitive Tension
While ERP vendors are crucial partners, some also build competing functionality. FloQast’s differentiation comes from its laser focus on accountants. “When your focus isn’t accounting software, you just approach it differently,” John noted. This positioning has kept FloQast’s momentum strong even when ERP overlap exists.
Consulting Firms and Enterprise Expansion
As FloQast moves further upmarket, the Big Four have become critical allies. New alliances with PwC and EY extend trust and credibility in large accounts while embedding FloQast’s AI-driven workflows directly into finance transformation practices. In some cases, firms like EY even use FloQast within their managed services groups.
Measuring What Matters
For John’s team, success goes beyond sourced revenue. Metrics now include:
* Marketplace Transactions via AWS
* Churn Reduction tied to deeper integrations and partner involvement
* Net Retained Revenue driven by stickier adoption
“It’s all about making FloQast harder to rip out,” John emphasized. More integrations mean higher utility - and lower churn.
Looking Ahead
From AI-powered outreach to new ERP dynamics, John sees constant evolution in alliances. Yet his philosophy remains grounded in the accountant-first mindset. That authenticity resonates across partners, customers, and consulting firms alike.
As he summed up, “We’re still learning, but it’s exciting. Built by accountants, for accountants, still works.”
🎙️ Inside Partnering is a podcast for ecosystem builders, alliance leaders, and the people shaping the future of partnerships.
Let’s build the future of partnering — together.
🎧 Want more conversations like this?
Check out all 88+ episodes at InsidePartnering.com
💌 Subscribe to get new episodes and behind-the-scenes insights: insidepartnering.substack.com
🔗 Follow me on LinkedIn for daily partnership content and guest clips
Know someone I should interview? Just reply here.
