The technology disclosed herein enables automatic selection of a service partner to handle a service ticket over a conference session facilitated by a conference system. In an embodiment, a method provides, in a partner selection system, selecting service partners from a plurality of potential service partners based on a first service ticket and partner information about the service partners. The method further provides transferring an invite to the service partners to join a conference session with the partner selection system, wherein the invite describes the first service ticket and, after establishing the conference session with a first endpoint of a first service partner of the service partners, receiving first bid information in real-time over the conference session from the first endpoint. Also, the method provides selecting the first service partner based on the first bid information and transferring a selection notification to the first service partner over the conference session.