Partnerships Unraveled: Recent Episodes
Partnerships Unraveled
A weekly podcast that delves into the world of channel marketing and partnerships.
In each episode, we focus on the nitty-gritty of the channel marketing ecosystem - from partner enablement to engagement, co-marketing, co-selling and the buzzwords around - offering actionable takeaways for both established companies and emerging success stories.
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In this special Pax8 Beyond '26 feature of Partnerships Unraveled, we sit down with Ryan Sigouin, Chief Revenue Officer at ScalePad. With more than 20 years of managed service provider experience behind him, including running his own, Ryan brings a rare view of how software and operations actually work together, and where the biggest growth opportunities live for the partners on the front line.
Ryan opens with the case that has been driving ScalePad's product strategy: managed service providers need a customer success platform of their own. The software as a service world is full of these tools, but the managed service space has never had one built specifically for how it operates. That gap matters, because Ryan sees the biggest missed opportunity in the industry sitting inside the existing client base. Chasing new clients in a market with 20 to 30 managed service providers per major city is expensive and slow. Expansion and retention within accounts already served is where higher margin and faster growth live.
From there, Ryan gets into what a customer success platform for the managed service space actually looks like. In the software world, customer success has evolved from a human function into a data-driven one, with health scores built from product usage, ticket volumes, and other signals. Managed service providers have even more signals available: ticket tone, meeting transcripts, and years of relationship context. Most of that data lives across separate systems. ScalePad's focus is building the single source of truth for relationship information, giving account teams the context and playbooks to walk into every conversation prepared.
Ryan closes on the wisdom that has anchored his whole career: retention and expansion drive stronger growth than chasing new clients. Get the referral program working, focus on the existing base, and the numbers follow.
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In this episode of Partnerships Unraveled, we sit down with Michal Jankech, Vice President of Enterprise, Small Business, and Managed Service Provider Segments at ESET. With 16 years at ESET, a first decade in product management, and a strategic advisory role shaping how the company evolves, Michal brings rare depth across both technical and commercial perspectives to a conversation about what actually builds durable partnerships.
Michal opens with the story of how a decade in product management shaped his approach to partner strategy. Traveling with clients as a product manager showed him something that still holds: many cybersecurity decisions are partner-led, and the strongest relationships between vendors and technical partners are built engineer to engineer. That foundation now feeds his advisory work with the CEO on how to steer the company through change. In a matrix organization the size of ESET, influence beats authority, and driving transformation depends on relationships, belief, and a clear, consistent story everyone across the business is willing to carry.
From there, the conversation turns to ESET's evolution ahead of its 40th anniversary. The company has been quietly using machine learning in detection long before it was called AI, and the current moment brings new relevance to that engineering-first heritage. Michal shares how perception matters as much as substance, and how the company is modernizing its communication to match what it delivers. He also gets into where data sovereignty is landing for European buyers today. As a fully European vendor with all core processing on the continent, ESET has turned a former disadvantage into a real differentiator.
Michal closes with the pillars that hold the strongest partner relationships together: rock-solid technology, predictable commercials, a clear vision partners can invest in, and the constant work of listening. It's the foundation of trust that keeps ecosystems moving forward.
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In this special Pax8 Beyond '26 feature of Partnerships Unraveled, we sit down with Scott Sacket, Senior Vice President of Partner Strategy at AvePoint. With 19 years at AvePoint and a background as a former managed service provider, Scott brings a rare blend of vendor and channel perspectives on how partnership programs and data governance are evolving in the AI era.
Scott opens with the story of AvePoint's shift from direct-first to a channel-driven business, one that now sees 100% growth in partner-sourced bookings for multiple quarters. He then explains how AvePoint has redesigned its partner program, moving away from the traditional revenue-tiered model to a points-based system that recognizes the many ways partners create value. Certifications, product mix, team training breadth, co-marketing, pre-sales, technical support, and renewal rates all count alongside revenue. It's a program built around the idea that partners come in all shapes and sizes, and every large partner today started as a small one worth investing in.
From there, the conversation turns to what's happening now in the market. Scott makes the case that AI has kicked off a governance gold rush for managed service providers. AvePoint has been doing data governance for 25 years, well before the term was popular, and the current AI moment is bringing new relevance to that expertise. He shares a striking gap: 75% of companies have already built or tested AI agents, and 70% have no governance plan in place. Every agent needs an owner and a governance framework, and the partners delivering that will be in the strongest position ahead.
Scott closes with a mantra that fits the pace of the AI era: fail forward. Move fast, try things, focus on the partners and customers you serve, and remember that what's important today probably won't be in twelve months.
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In this episode of Partnerships Unraveled, we sit down with Kirsten MacGregor, Global Head of Managed Service Providers at Delinea. Coming to Delinea after nearly eight years building the managed service provider motion at Riverbed and a career spanning networking, digital experience, and identity security, Kirsten brings a sharp perspective on building a program that fits how these partners actually operate.
Kirsten opens with a framework she has carried across her career: people, process, and platform. Platform architecture is not a technical detail, she explains, but the foundation of the whole service model. Cloud-native design matters because the operational efficiency managed service providers need has to be built in from the start. Process has to reflect that these providers carry real service accountability, so vendor support, enablement, and escalation paths have to be designed with that in mind. And the human aspect anchors everything. The people a vendor puts in front of partners are what turn a program into a genuine partnership.
That framework is what Delinea now has the chance to build on from scratch. Because the company hasn't run a true managed service provider program before, Kirsten is designing the commercial structure, support tiers, enablement, and pricing around how these partners actually operate. She also reframes the shift from reseller to managed service provider as a move from margin-pressured product sales to outcome-based partnerships. Identity has become the primary attack surface for enterprises, and continuous delivery through MSPs is a natural fit for the deeper relationships that model creates.
Kirsten closes on where the strongest managed service providers will land in the next three to five years: leading with outcomes, governing the full identity estate across human, machine, and AI, and treating zero standing privilege as the baseline. It's a moment worth building for.
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In this episode of Partnerships Unraveled, we sit down with Jason Henry, Vice President of MSP Platform Sales for the Americas at Hornetsecurity. With three decades of enterprise sales leadership behind him and a mandate to build the Americas partner business from scratch, Jason brings a fresh lens to where the channel opportunity really lives.
Jason opens with the story of Hornetsecurity's new chapter. After being acquired by Proofpoint late last year, the company is now making the small-to-medium business and managed service provider space a true focus, and Jason is leading the Americas build. His first 90 days have centered on two things: the people and the partners. Deep listening sessions with top partners have surfaced honest feedback on what is working and where the biggest opportunities sit. Partners, Jason has found, are genuinely invested in the mission, and that shared excitement is one of the strongest foundations to build a channel-first business on.
From there, the conversation turns to where the space is heading. Jason makes the case that AI will have an even bigger impact on the small-to-medium business market than the enterprise, because it lets small businesses do more with far fewer resources. That opens up a real evolution for managed service providers, who are moving from technology support into a business consultant role for the founders and CEOs they serve. The providers who lean into this shift, deliver agent-based services, and lead their customers through the transformation are the ones set to capture the biggest opportunity of the next few years.
Jason closes on what he's carried through three decades of sales leadership. Believe in your people, build great teams, support them well, and build the next generation of leaders. That's how the businesses that last actually get built.
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In this episode of Partnerships Unraveled, we sit down with Christina Tubb, Americas Director of Regional Alliance Managers at Ping Identity. With a career spanning theoretical physics, private equity, consulting, and channel leadership across ten countries, Christina brings a wide-lens view of what it takes to build partnerships that connect vendors directly to end customers.
Christina opens with a philosophy that runs counter to how many people think about channel: partnerships are a way to get closer to end users, not further from them. When partners handle the pieces they're built for, vendors get the room to focus on what customers actually need. That principle sharpens with a global lens. For a US multinational, the nuanced requirements of customers in every country and vertical are almost impossible to grasp without local partners who translate the market for you. Christina calls it thinking globally and acting locally, and nowhere does it land harder than in the channel.
From there, the conversation moves into what Christina learned running channel in Asia. Markets without friction stop innovating, she says, and Asia's density and diversity is a crucible that forces builders to move faster. Bringing that lens to the Americas, she highlights just how much automation, adaptation, and intentionality matter even in a single large market. The conversation then turns to identity in the AI era. With deep fakes rising and traditional markers of recognition losing reliability, digital identity is heading toward verified trust, and channel partners are central to how that plays out on the ground.
Christina closes on the mindset that has anchored her whole career: follow curiosity as your north star. It won't guarantee an illustrious career, but it will guarantee real enjoyment and growth, especially in a moment where the security industry is being redefined week by week.
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In this special Pax8 Beyond '26 feature of Partnerships Unraveled, we sit down with Phylip Morgan, Senior Vice President of Marketplace and Channel Expansion at Pax8. A former managed service provider and 30-year channel veteran, Phylip is leading Pax8's work helping partners transform from managed service providers into managed intelligence providers.
Phylip opens with the case for why the managed intelligence shift is a revolution, not an evolution. Borrowing Scott Chason's framing, he positions this as the same kind of cataclysmic change as steam, electricity, the PC, and the cloud, with AI delivering cognitive power the industry has never had before. The proof point is what's already happening: models are getting better, hallucinations are receding from the conversation, and practical use cases are stacking up. At the same time, Phylip is clear that partners have options, and there's still a real living to be made in break-fix and traditional managed services.
From there, the conversation reframes the partner role as a trusted advisor evolving from technology advisor into business advisor, with managing intelligence risk and governance, risk, and compliance around digital agents as part of the new job description. Phylip shares a Welsh example of two managed service providers who decided their best play was to partner with a managed intelligence provider, which opens a discussion about partner ecosystems where everyone builds around their strengths. He also walks through two market shifts: the digital buyer who prefers apps to conversations, and the death of brand, where reputation and shared values matter more than the logo at the bottom of a website.
Phylip closes with practical counsel for the partner community. Regret is a terrible thing, so take the time to look at the opportunity, do the research, and come to your own conclusions. As he puts it, lead with humanity and scale with AI.
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In this special Pax8 Beyond '26 feature of Partnerships Unraveled, we sit down with Gene Kim, Vice President of Managed Service Providers at Absolute Security. With a career spent on both sides of the channel as a service provider and now leading Absolute's MSP motion, Gene brings a grounded view of what MSPs need to deliver real business continuity in an AI-driven world.
Gene opens with the story of building Absolute's MSP motion from the ground up. The company has a long enterprise track record, with 40% of the Fortune 500, 80% of the top airlines, and nearly all of the largest state and local governments as customers, and its presence in the MSP community is now being built with the same intent. He walks through how Absolute's technology, embedded in the BIOS and firmware of more than 600 million devices from Dell, Lenovo, HP, and 25 other manufacturers, is already deployed in MSP fleets today. The opportunity is in activating that capability and showing MSPs how it strengthens their service delivery.
From there, the conversation moves into where Absolute fits in the AI era and the shift toward managed intelligence providers. As MSPs add automation, orchestration, and chat layers across their stack, every one of those capabilities relies on the underlying tools being up and available. Absolute keeps the RMM, EDR, encryption, and backup tools resilient through automated self-healing, which Gene frames as a foundational layer for any MSP's AI strategy. He also reframes the customer conversation around business continuity, where the question is how quickly the business is back up.
Gene closes on what he calls a winning formula for MSPs: pairing prevention with recovery and resilience to build differentiated, outcome-driven service offerings that capture new business and grow customer mind share.
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In this special Pax8 Beyond '26 feature of Partnerships Unraveled, we sit down with Nihil Morjaria, Chief Revenue Officer at usecure. With almost eight years at the company across nearly every sales role and a background in psychology, Nihil brings a thoughtful perspective on what it takes to build a channel-first cybersecurity business where the human element matters as much as the technology.
Nihil starts with the story of usecure's pivot to channel-first after more than three years of selling direct. The biggest commercial challenge was getting internal reps to embrace what looked like a margin hit in the short term, in exchange for something much bigger: scale through partners acting as outsourced sales functions. He frames the channel as a force multiplier where commission grows alongside the partner network, and shares how doing the groundwork to align reps before the shift was what made it stick. The right partners, he says, are the ones with supplementary resources who become active extensions of the team.
From there the conversation gets into how Nihil's psychology background shapes everything from go-to-market messaging to product. usecure's expertise helps MSPs translate the abstract topic of human risk into real, tangible conversations with their customers. That same lens sits behind the launch of uHealth, a new piece of usecure's human risk intelligence program. By integrating with Entra to pull real signals around services people sign up for, MFA setup, and password reuse, uHealth turns isolated training scores into a tailored view of how each person actually behaves, with clear remediation steps MSPs can deliver as outcome-driven service.
Nihil closes on the value of the channel as a community, where honest conversations about real challenges are what help everyone grow. As he puts it, it takes a village.
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In this episode of Partnerships Unraveled, we sit down with Thomas Christensen, Vice President of Partner Ecosystem NCEE at IBM. Thomas has 30 years in the industry across all three layers of the channel, as a reseller, in distribution, and as a vendor, and now leads IBM's partner ecosystem across 35 countries in Northern, Central, and Eastern Europe. That breadth of experience gives him a perspective on ecosystems that is hard to replicate.
Thomas opens with what he considers the most valuable thing about having worked all three sides of the channel: you already know what the person across the table needs before they tell you. Having been a reseller, briefly in distribution, and for most of his career in the vendor space, he arrives at every conversation with an understanding of the other side's daily life, goals, and constraints. That understanding is what makes it possible to build win-win-win partnerships: a win for the client, a win for the partner, and a win for IBM.
That philosophy shapes how IBM approaches its Partner Plus program and how Thomas thinks about equality in the ecosystem. When a seller believes they did all the work and the partner should receive less margin, they are being binary. A partner who receives fair margin today is the one who invests resources in learning your portfolio tomorrow and brings leads the day after. The program enforces that long-term thinking, even when individuals do not naturally default to it.
Across 35 countries, Thomas finds more universality in what partners need than people expect. Trust, respect for how the other party's business works, and the simple question "how can I help your business grow?" transcend cultures and geographies. That is the foundation, and it is remarkably consistent.
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In this episode of Partnerships Unraveled, we sit down with Sam Valme, Channel Evangelism Director of Americas at AvePoint. Sam has spent 13 years at AvePoint moving through solution engineering, sales, partner program design, and MSP sales leadership, building the kind of institutional knowledge that made the channel evangelism role possible. This episode is about what that role actually is, and why it matters.
Sam opens with the observation that drove the creation of his role: channel-first companies attend partner community events and understand intuitively how valuable those environments are, but no one makes it their full-time job. Everyone is focused on sales. Sam spent years making the internal case for awards ceremonies, road shows, and community activation events, always as a side activity. He eventually wrote the proposals, secured executive support, and the role became his own.
What has he learned about building that community? Two things stand out. First, the community has to serve both the go-to-market side of a partner's house and the technical side. Decisions about technology adoption often sit with engineering teams. Any community that ignores that is missing the people who determine whether new solutions actually get implemented. Second, partners consume information differently. Some engage through LinkedIn groups, some through video, some through audio, some through newsletters. The answer is not to pick one and optimize for it, but to build for all of them and meet partners where they already are.
Sam's measure of success, in year one and beyond, is influence: on pipeline, on revenue, and on new partner activation. Build it right, and the community becomes self-sustaining. That is the goal.
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In this episode of Partnerships Unraveled, host Rick van den Bosch sits down with Elisabeth De Dobbeleer, Senior Vice President of Global Programs, and Jason Gallo, Global Vice President of Partner Value Acceleration, both at Cisco. Together they walk through the design and launch of Cisco 360, the most significant overhaul of Cisco's partner program in more than two decades.
The conversation opens with what made this the right moment to act. Cisco's existing program, despite being considered best-in-class, had been built up over 20 years through layers of additions and adjustments, and the complexity had become a genuine friction point for partners. Combine that with a market shifting toward lifecycle selling, an ecosystem that had diversified significantly, and AI changing both what customers need and how they buy, and the case for a new program built for agility became clear. Cisco 360 was designed to recognize both depth and breadth: partners who specialize in areas like security or AI, and partners who bring end-to-end value across the full Cisco portfolio.
At the center of the program sits a Partner Value Index, a metric that defines partner value in terms of the outcomes delivered to customers. Building toward that metric required a genuine co-design process. Elisabeth and Jason describe how it grew from a small internal group of disruptive thinkers into a community of hundreds, with structured input from partners via the Partner Operations Advisory Board, open webinars, and a three-day working session in Dublin. The result was a program where partners felt genuinely heard, and a launch on January 25th that went remarkably smoothly.
The work continues: advisor, developer, and distribution partner value indices are in development, Splunk integration is underway, and investment in the digital partner experience platform remains a central priority.
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In this episode of Partnerships Unraveled, we sit down with Faraz Siraj, Vice-President of Global Channels & Alliances at Fortra. With 30 years in technology, 16 of them focused entirely on the channel, and experience at Cisco, RSA, Code42, and now Fortra, Faraz brings a long-range perspective on what makes channel programs actually work.
Faraz opens with a framework that has guided his career: the Four T's. Technology comes first, because nothing in the channel works without a strong product. Transparency follows, chosen deliberately over "trust" because Faraz sees transparency as the active ingredient, the commitment to sharing wins, setbacks, and the full journey with your partners. Third is 3 Times growth, a number he describes as realistic and achievable in cybersecurity, especially with a portfolio as broad as Fortra's. The fourth T is Together, reflecting his belief that no vendor can effectively serve the modern threat landscape alone. Fortra does not do services and advisory. Partners do. That relationship is not a gap in the model but the heart of it.
On the process of building a channel program, Faraz is direct: it takes time. His benchmark is three years, with 18 months as the minimum before meaningful results appear. He compares it to a body transformation, requiring consistent effort, small wins measured along the way, and patience with a long-term goal. The red flag he watches for most is treating partners as fulfillment, bringing them in at the end of a deal to sign paperwork. Real partnership means joining the sales cycle from the beginning, understanding what the partner needs in return, and building a relationship that lasts beyond the transaction.
The energy that keeps Faraz going after three decades in this business: winning together. One-to-many beats one-to-one every time.
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In this episode of Partnerships Unraveled, we sit down with Barry Russell, Senior Vice-President of Partnerships at Anaconda. Barry helped build AWS Marketplace from a two-pizza team into a global business, spent time at Microsoft and several data-space startups, and has spent just over a year at Anaconda translating that experience into how AI solutions reach enterprise customers at scale.
Barry opens with the principle he carried directly out of AWS Marketplace: remove as much friction as possible between where the customer is and the outcome they are trying to reach. At Marketplace, that meant letting customers try software quickly before committing to a multi-year contract. In the AI era, he sees the same dynamic: enterprises want to deploy agents fast, prove they deliver the outcome, and move confidently into production. Anaconda ensures that the open-source components developers use to build AI applications are secure by default, so teams can move from experimentation to production without hitting security roadblocks along the way.
What is actually breaking between POC and production comes down to two things: system dependencies that work in a dev environment often do not match what production needs, and CISO teams flagging vulnerability concerns in open-source components. Anaconda addresses both by ensuring the assets a team uses in experimentation carry into production unchanged, with ongoing visibility into vulnerabilities. Barry draws a practical distinction: it is completely fine to discover that an AI application needs a different model or some adjustment. What organizations cannot afford is releasing agents carrying underlying security vulnerabilities. Getting the foundation right from the start is what makes fast, confident iteration possible.
With 95% of the Fortune 500 already using Anaconda for data science and machine learning, the company arrives at the AI moment as a trusted workflow layer, ready to help customers close the gap between experimentation and production at the pace the market demands.
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In this episode of Partnerships Unraveled, we sit down with Eltjo Hofstee, Global Sales Director at EasyDMARC. Eltjo joined nearly four years ago with a clear brief: build a scalable sales organization around a product with strong market fit. That journey has taken him deep into how MSPs grow, sell, and redefine the value they bring to end customers.
Eltjo opens with a concept reshaping how EasyDMARC thinks about its partner program: the shift from managed service provider to managed intelligence provider. The idea, which Eltjo credits to Pax8, moves MSPs away from SLA-driven metrics toward a more proactive, data-informed advisory role. MSPs already sit on a significant amount of customer data, and using that data to get ahead of issues is what separates a vendor from a genuine partner. EasyDMARC's own program reflects this: the company now helps MSPs not just deploy DMARC, but find new customers and sell adjacent services.
DMARC generates an XML report for every email sent from a protected domain, and those reports tend to reveal more than end users expect. Organizations that assume they are too small to be targeted routinely discover, once they set up DMARC, that their domain is being impersonated constantly. The data also surfaces shadow IT, such as a marketing tool sending emails from an unconfigured source. That ongoing visibility is what keeps EasyDMARC relevant after initial setup: MSPs can build a proactive early warning system that adds clear, measurable value to every end customer conversation.
What ties it together is a shift in orientation: from fixing problems to anticipating them. That is where the MSP role finds its next level of relevance.
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In this episode of Partnerships Unraveled, we sit down with Remco van Dijk, Channel Leader for Northern Europe at Varonis. Remco joined Varonis to build the Northern European channel from the ground up.
Remco opens with what the scale-up feeling inside a 20-year-old company actually looks like in practice. With no dedicated sales teams across Scandinavia and Finland when he arrived, the first task was building focus: fewer partners, deeper relationships, more business per partner. He explains how the right partner model depends on the product as much as the market. Varonis's data security platform suits a high-touch, co-sell approach. Interceptor, their email security solution, could support a distributor-led model with a far broader reseller base. His advice for any new channel leader: resist the urge to apply a familiar playbook. Start by listening, ask what partners need, and never be the “department of no” when a partner asks for something new.
Cultural nuance shapes how that plays out across Northern Europe. In Sweden, partners often act as trusted advisors. If they haven't heard of Varonis, deals could stall before they start. The Netherlands runs more transactionally; Belgium leans on relationship and trust first. Remco's approach across all of them: think like a sales manager, treat your partners as your ears and eyes, and stay genuinely top of mind through consistent contact. Partners who work through a complete sales cycle together build something repeatable, and that depth is what separates a real channel program from a collection of one-off transactions.
What holds it all together is simple: partnerships are human relationships first. The organizations that win in the channel show up consistently, navigate friction without panic, and invest genuinely in the people behind their partnerships.
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In this episode of Partnerships Unraveled, we sit down with Kris Blackmon, Director of Global Partner Marketing at AvePoint. Coming from channel journalism at The Var Guy and content leadership at Channel Futures before moving into her current role, Kris brings a perspective on partner marketing that's genuinely hard to find. Perspective that is built from years of watching the channel from every angle before stepping inside it.
Kris opens by reframing what partner marketing actually is. Her remit at AvePoint spans enablement, the partner program, product marketing, and to-and-through execution. Her point is that you can't pull one lever in isolation. A strong campaign with a weak program behind it answers its own question. She also talks through how global strategy and regional field execution divide the work. Global sets direction and builds assets. Field teams localize, execute, and carry accountability for results in market. Sales alignment holds it all together. AvePoint's roadmap to 2030 gives that alignment a clear spine.
The second half focuses on AvePoint's partner program redesign. The original tiered model rewarded revenue almost exclusively, a lagging indicator that told the team nothing about what actually built toward a sale. Eighteen months of design, piloting, and iteration produced a points-based program that rewards partners across certifications, co-marketing activity, lead generation, and more. Kris explains how clean data makes it possible to show partners concretely why deeper engagement leads to better outcomes for both sides, and why redesigning the partner portal UI was just as important as the program structure itself.
The frontier she's most focused on: gaining real visibility into through-partner marketing activity before deal registration arrives.
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In this episode of Partnerships Unraveled, we sit down with Razvan Todor, VP Strategic Partnerships & Alliances – CSG at Bitdefender. Razvan brings a rare lens to channel work: a product leader who shifted from owning roadmaps to architecting ecosystems that protect users at population scale through telcos, ISPs, and insurance providers.
Razvan starts with what it actually takes to move from millions of users to hundreds of millions: ecosystems, not sales acceleration. He draws a clean line between channel and strategic partnerships based on who owns the end customer. When Bitdefender owns the customer, it's channel; when the partner does, it becomes a strategic alliance where both companies co-create value inside the partner's portfolio. That shift changes the conversation entirely. The negotiation stops being about margin and becomes about direction, priorities, and where both organizations want to be three to five years from now.
Scale also makes the product stronger. The more customers Bitdefender protects, the more threats it sees, and the faster it can cluster patterns like the California bridge toll scam that adapts its message by geography. Razvan also reframes the old debate between brand equity and partner-led distribution as two sides of the same success story. Strong brand makes signing new partners easier; big partners make the product sharper and lift recognition. The board-level question becomes how to maximize both together.
On AI and deepfakes, Razvan is thoughtful: detecting that something is fake matters less than understanding the intent behind it. Cats dancing on Snoop Dogg and a fake Elon Musk stock tip are technically identical. The future of consumer cyber security is guaranteeing trust and authenticity.
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In this episode of Partnerships Unraveled, we sit down with Andy Yen, Director of Partner Marketing for Global System Integrators at ServiceNow. Drawing on seven years at ServiceNow across ISVs, hyperscalers, and now some of the world's largest consulting firms, Andy shares what makes high-stakes partnerships work, and why the human side of the job is becoming a bigger advantage, not a smaller one.
Andy starts with what a global mindset really looks like in partner marketing. Each country has its own language, its own business culture, and the real opportunity comes from building genuine relationships market by market. He also shares how he adapts his communication style to each person, not just each persona, and why that human-first approach has helped him build trust with partners across regions.
We also get into what makes a GSI partnership thrive. Andy describes how he builds joint value props where one plus one is greater than ten, creating the kind of stories that pull ServiceNow into deals alongside its partners. He shares how ServiceNow's industry GTM motion has opened up bigger conversations, with partners and account executives moving from product features to outcomes that resonate in the C-suite. The result is broader engagement, larger deals, and a more collaborative model across the ecosystem.
Andy closes with a reminder that feels even more relevant in the AI era: authenticity is your greatest strength, and the best partnerships are still built on real human connection.
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In this episode of Partnerships Unraveled, we sit down with Nevzat Bucioglu, Channel and Alliance Director for EMEA Central at Commvault. He leads the channel business across DACH and Poland and has been in IT since 1996, moving through inside sales, sales coaching, and pre-sales before stepping into the channel in 2013. His early years cold-calling at Dell still shape how he approaches partner relationships today.
The conversation opens on the three lessons that defined Nevzat's first year in inside sales: sound like a human, mindset beats scripts, and activity drives results, but only the right activity. After a 5% first quarter at Dell, he threw out the scripts, started reading tone, and treated follow-ups as warmed leads rather than second cold calls.
From there, Nevzat unpacks his "no BS" philosophy. Non-BS means telling a partner to sell the competitor when the fit is right, calling out when you're being used as a compliance quote, and replacing 50-page business plans with a single page. The ultimate form of respect is directness, and directness is what compounds trust over time.
The second half moves into frameworks and AI. Nevzat still runs MEDDIC and still builds business cases, but argues the framework only yields quality information once the human connection is built. He closes on AI: a tool to scale creativity and human experiences, not to replace the story behind the pitch.
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In this episode of Partnerships Unraveled, we sit down with Erica Radcliff, Director of Partner and Ecosystem Growth Marketing at Vertiv, to explore what it really takes to activate partners at scale without losing relevance. With nearly two decades in the channel, Erica has worked across almost every facet of marketing, giving her a practical, end-to-end view of how partner engagement actually plays out in the real world.
The conversation starts with a simple but often ignored truth: what marketers think is compelling rarely matches what partners actually want. Erica explains why keeping an open mind and constantly pressure-testing your assumptions is critical, especially as trends cycle in and out. From the surprising resurgence of tactile, creative campaigns to the steady decline of webinars, she shares what’s gaining traction and what’s quietly fading.
We then get into one of the biggest challenges in partner marketing today: balancing scale with personalization. Erica breaks down how her team approaches this through segmented journeys rather than one-size-fits-all campaigns. Instead of over-engineering full customization, they build flexible frameworks and equip partners with ready-to-use assets they can adapt to their own customers. The result is a model that scales while still feeling relevant.
The discussion also digs into partner activation. Strong products aren’t enough. Partners need clear direction, accessible resources, and a reason to engage. Erica highlights the importance of recruiting the right partners from the start, aligning on mutual value, and enabling them based on their actual capability and market focus.
We also explore the difference between leading the market and chasing it. Erica argues that companies in the number one position often lose their creative edge, while challengers are forced to innovate. Her advice is clear: even if you’re leading, operate like you’re not.
Finally, Erica reflects on the role of relationships in an increasingly data-driven world. AI and intent data can guide decisions, but they don’t replace trust. The channel still runs on human connection, and the teams that recognize that are the ones that win.
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In this episode of Partnerships Unraveled, we sit down with Matt Walker, Head of Distribution for EMEA and LATAM at Everpure, to unpack what channel success looks like when you’ve worked every side of the ecosystem. Matt’s path into the role started in telemarketing, moved through the reseller and distributor world, and eventually into vendor leadership. That journey gives him a practical view of the channel that is hard to fake. He has lived the pressure of cold outreach, the complexity of partner motions, and the realities of building pipeline through indirect routes.
The conversation starts with Matt’s “five Ps” of channel success — pipeline, people, portfolio, processes, and programs — with pipeline at the center. Everything else only matters if it drives real opportunity. From there, he explains how distribution has evolved from transactional fulfillment to a true extension of sales. The best distributors now generate demand, support deals, and enable partners, which often means working with fewer, higher-impact partners rather than broad, shallow coverage.
We also explore the realities of leading across EMEA and LATAM, where channel models don’t translate one-to-one. Local factors like culture, taxation, and routes to market shape how roles between partners and distributors shift. The takeaway is simple: effective channel strategy reflects how each market actually operates.
Finally, Matt reinforces that success in the channel comes down to relationships and value selling. Strong channel performance comes from understanding customer outcomes and building the trust needed across partners and distributors to deliver against them.
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In this episode of Partnerships Unraveled, we sit down with Tony Poer, Director of Channel CX Programs at 8x8, to dig into a problem most channel teams recognize but rarely fix: partners are overloaded with information, yet still underprepared to sell. Drawing from his shift out of sales engineering and into the channel, Tony explains why the real unlock is better translation, not better content. Turning recurring customer challenges into simple, repeatable ways for partners to engage is where scale actually happens.
The conversation quickly shifts from theory into what actually works in practice. Tony explains why traditional enablement formats like feature walkthroughs, product-heavy webinars, and static portals rarely land, and what works better instead: customer-led conversations, strong discovery, and guidance that reflects how people really sell. We also get into the reality of current partner ecosystems. Not all partners are equal, and treating them as such slows everything down. Segmenting by capability and intent, then adjusting how you support each group, is what separates programs that grow from those that stall.
AI enters the conversation not as a buzzword, but as a tool to sharpen thinking. Tony shares how 8x8 uses AI internally to build “value maps” that evolve with every interaction, bringing together customer context, past deals, and live signals to guide better decisions. But the strongest point lands elsewhere: partners who win are the ones willing to push back. Customers often ask for solutions shaped by outdated systems. The job is to challenge that, uncover the real issue, and solve the problem that actually matters.
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In this episode of Partnerships Unraveled, we sit down with Catarina Martins, Global Channel Marketing Director at Schneider Electric, to unpack what strong marketing looks like when the route to market is anything but direct. Drawing on experience across Samsung, Google, and now global channel marketing at Schneider, Catarina shares why good marketing is still built on the same fundamentals, even when the buyer journey becomes more complex.
For channel professionals, this conversation gets practical fast. We explore her three-part framework for effective marketing: know your audience deeply, tell a brand story people want to believe in, and communicate it consistently in the right moments and channels. We also get into one of the hardest parts of channel marketing: proving impact. Catarina breaks down how to measure awareness and conversion more intelligently, how to connect marketing activity to sales outcomes without perfect data, and why the right signals matter more than chasing complete visibility.
We also dig into digital partner engagement in traditional industries. Catarina explains why digital adoption does not happen by pushing tools, but by building experiences partners actually want to return to. From meaningful rewards to tiered loyalty and simple user journeys, she shares how brands can turn partner programs into something that feels less like a system and more like a club worth joining. She closes with a sharp view on where B2B marketing is heading next, and why the brands that win will create real-world moments people remember, not just more content people scroll past.
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In this episode of Partnerships Unraveled, we sit down with Jon Kane, Senior Director for Europe & Major Channel Sales at Forcepoint. With nearly 30 years spent entirely in the channel, John shares why partner relationships aren’t built deal-by-deal… They’re built on trust, reputation, and the long game.
Channel professionals will hear a practical take on what actually makes partners commit. Why overselling gets exposed the moment a POC starts. The “three essentials” vendors need to win in channel (profitability, a product that works, and people partners can lean on). And how to scale enablement across thousands of partners by using distribution the right way and telling better-together stories that fit the real security ecosystem.
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In this episode of Partnerships Unraveled, we sit down with Varshaa Pallaath, Director of Global Customer and Partner Marketing at ConnectWise, to unpack what partners actually need right now and how vendors can support them in a market that is shifting fast. Drawing on years of experience across startups, scale, acquisition, and global partner marketing, Varshaa shares a grounded view of what is driving partner decisions today: team efficiency, customer trust, and the ability to grow with intention.
For channel professionals, this episode is packed with practical thinking on how to stay relevant, lead through change, and build partner engagement around curiosity, intentionality, and connection. It is a candid discussion about what it takes to help partners run smarter businesses while keeping the human side of the channel firmly in focus.
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In this episode of Partnerships Unraveled, we sit down with Adam Winston, Field CTO at WatchGuard. From scaling a services business to $12M in annual revenue to driving innovation at WatchGuard, Adam shares what it really takes to build trust when you are in an industry as high-stakes as security.
Channel professionals will hear a candid take on the uncomfortable truths that shape partner programs. How financial perspectives shape the reality of the channel. Why vendors burn goodwill when they push “specials” that feel like leftovers. And what it looks like to design partner engagement around MSP economics, not product slides. Adam also breaks down practical enablement tactics like the “placemat strategy,” plus where he sees the biggest opportunity for MSPs over the next 3 to 5 years as AI changes the work and consolidation accelerates. Expect sharp stories, operator-grade advice, and ideas you can apply to partner strategy right away.
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In this episode of Partnerships Unraveled, we sit down with Kevin Rasdale, a veteran Channel Sales Engineer (SE) with over a decade of experience supporting partner ecosystems at top vendors like Dell, Varonis, and more. Kevin pulls back the curtain on the often misunderstood role of the channel SE, outlining its strategic importance in deal qualification, partner empowerment, and technical sales success.
Channel professionals will gain insight into when and why partners should engage SEs early in the sales cycle, how individualized support strategies vary between MSPs and big-box resellers, and what the rise of SOC/MDR offerings from vendors means for the future of the MSP model. Kevin brings real-world perspective and practical advice that SEs and channel leaders alike can implement immediately, whether it’s strengthening partner onboarding or navigating the evolving security services landscape. Tune in for a candid, high-value conversation filled with actionable takeaways for elevating partner performance.
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In this episode of Partnerships Unraveled, we sit down with Bill Bellano, U.S. Channel Leader at Proofpoint, whose 15+ years of experience across cybersecurity vendors like Fortinet, Bitdefender, and SonicWall have shaped a dynamic, on-the-ground view of channel evolution. Bill shares actionable insights on re-establishing partner trust, scaling smart in underserved commercial segments, and building high-performing channel teams in today’s outcomes-first market.
Channel professionals will learn how to navigate the shift from transactional selling to ecosystem-driven engagement, why listening without defensiveness rebuilds partner mindshare, and how to scale indirect revenue through simplicity and enablement. We also dive into the key attributes Bill looks for in channel account managers with emphasis on consistency, partner-centricity, and strategic execution.
If you're focused on improving partner performance, driving predictable pipelines through commercial channels, or building a more resilient partner motion, this episode offers clarity, strategy, and inspiration. Tune in and take away frameworks you can apply immediately.
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In this episode of Partnerships Unraveled, we sit down with Dave Allen, Vice President of Geo Sales and Partner Sales at Akamai, to explore the strategy and innovation behind Akamai’s newly revamped Partner Connect Program. With decades of channel experience, Dave shares the methodology behind designing a partner program from the ground up one that reflects today’s evolving channel landscape and Akamai’s partner-first mindset across security, compute, and edge infrastructure.
Channel leaders tuning in will gain tactical insights on how Akamai is leveraging incentivized behaviors to drive new customer acquisition, expanding partner tiering to better reflect regional performance, and embracing distribution as a key scale lever. We also dive into how the company has embedded partner value into field compensation models and enablement structures—proving Akamai’s shift from a direct-first legacy to a truly partner-centric approach.
Whether you’re rethinking your own partner tiers, struggling with program scalability, or seeking fresh ideas around high-growth services like microsegmentation, this episode delivers actionable frameworks and strategic clarity. Don’t miss this look inside one of the most partner-focused evolutions in B2B tech.
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In this episode of Partnerships Unraveled, we welcome back Jessica McDowell, VP of North America Marketing and Digital Strategy at TD SYNNEX, to unpack the findings of the newly released Direction of Technology 2026 Report. Drawing on insights from more than 1,400 partners across 40 countries, this conversation explores what will truly define partner success in the years ahead.
Jessica explains why 2026 represents a pivotal moment for the channelwhere growth is driven less by what partners sell and more by how they operate. From the continued rise of service-led and managed services models to the AI adoption paradox, talent shortages, and intensifying competition, the episode breaks down the strategic shifts partners must make to stay relevant and competitive.
Partner marketers, channel leaders, and ecosystem strategists will gain practical guidance on why specialization, operational excellence, and ecosystem collaboration are becoming essential. If you want a clear view of where the channel is heading and how to prepare for it this episode delivers a forward-looking, data-backed perspective.
Find out more about Direction of Technology 2026 Report & TD SYNNEX:
TD SYNNEX Direction of Technology report (direct link): https://ms.spr.ly/DOTE
TD SYNNEX Website: https://www.tdsynnex.com/na/us/
TD SYNNEX Newsroom: https://news.tdsynnex.com/
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In this episode of Partnerships Unraveled, we sit down with Rebecca Javens, Director of Channels for the Americas at Cisco’s ThousandEyes, to explore her journey from direct sales into the complex world of channel partnerships. With decades of experience in some of tech's most channel-centric companies, Rebecca offers a compelling perspective on partner enablement, strategic channel growth, and what it takes to build thriving partner ecosystems.
Channel professionals will gain actionable insight into Rebecca’s “Scale, Skill, and Will” framework, a method for identifying high-potential partners following a major acquisition. We also discuss how to hire and develop high-caliber channel talent using the ICCE model, and why personal development and mentorship are critical to long-term success in partnerships. Whether you're building a new channel playbook or looking to refine your partner strategy, this episode is packed with practical frameworks and leadership wisdom you won’t want to miss.
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In this episode of Partnerships Unraveled, we sit down with Olivia, Channel Director at 1Password and a seasoned channel leader with over 25 years of experience across distribution, vendors, and MSP ecosystems. Olivia brings a multi-dimensional perspective to how successful channel programs are built by grounding in partner needs, strategic alignment, and the evolving role of distribution.
We explore the enduring value of distribution in today’s channel—how it remains a vital intelligence layer and conduit for innovation, especially amid industry disruption like AI. Olivia shares pragmatic advice from decades in the field, including how to authentically evaluate partner fit, the importance of staying grounded in partner business outcomes, and tactical support vendors can provide to MSPs lacking marketing resources. This conversation is packed with strategic insights for any channel professional looking to drive growth, build relevance, and future-proof their partner programs.
Tune in to learn how empathy, technical enablement, and business alignment are defining the next era of channel leadership.
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In this episode of Partnerships Unraveled, we sit down with Signe Holm, Partner Solution Sales Manager at Microsoft, to explore what it takes to drive successful co-sell motions between ISVs and Microsoft. Signe shares proven insights into seller-to-seller alignment, partner enablement, and leveraging Microsoft’s evolving marketplace strategy.
Channel professionals will gain valuable perspective on how to build trust with field sellers, localize go-to-market efforts for maximum resonance, and turn initial wins into scalable repeat business. Whether you're a partner marketer, channel lead, or ecosystem strategist, this episode offers pragmatic advice for deepening your alignment with Microsoft and accelerating co-sell success. Tune in to learn how small shifts in strategy can create a big impact across your indirect revenue programs.
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In this episode of Partnerships Unraveled, we dive into the future of channel incentives with Bilel Kouider, Global Director of Marketing Development at HP and author of a forward-thinking white paper on Web3 in the channel. Bilel brings deep expertise at the intersection of emerging technologies and partner ecosystems, with a clear vision for how decentralization, blockchain, and AI can revolutionize MDF programs.
We explore how Web3 technologies like smart contracts, zero-knowledge proofs, DAOs, and stablecoins, can eliminate inefficiencies, speed up partner payments, and build programmable, transparent incentive systems. For channel leaders, partner marketers, and ecosystem strategists, this episode offers tangible insights into the redesign of incentive infrastructure from a bureaucratic model to one built for agility and trust.
If you're looking to stay ahead of partner experience trends, understand the strategic potential of blockchain, or envision a new era of frictionless MDF, this is the episode you can’t miss.
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In this episode of Partnerships Unraveled, we sit down with Didem Kindstrand, EMEA North Channel Lead at Splunk, now part of Cisco. With nearly three decades of industry experience, Didem offers a candid look into how her team is navigating the operational and cultural shifts following Cisco’s acquisition of Splunk while preserving focus, maintaining team alignment, and empowering partners amidst uncertainty.
Channel professionals tuning in will learn how the phased integration approach between Cisco and Splunk is creating both urgency and opportunity across the ecosystem. Didem shares how she manages internal alignment through real-time communication, emphasizes the importance of Splunk's partner competencies within Cisco's 360 Partner Program, and leans on long-term partner relationships to weather organizational change. Whether you're facing your own company transformation or enabling partners through transitional periods, this episode offers both inspiration and tactical lessons.
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In this episode of Partnerships Unraveled, we sit down with Jason Myers, Cybersecurity Strategist for MSP Partnerships at OpenText, to unpack the evolution of the managed services space and what he calls the shift to “MSP 3.0.” With decades of experience in cybersecurity and product strategy, Jason breaks down how the role of MSPs is transforming, from managing IT infrastructure to delivering real business outcomes through AI, automation, and cybersecurity services.
For channel professionals, this episode offers a sharp look at how vendors can better enable MSPs to scale, differentiate, and future-proof their offerings. Jason shares practical strategies OpenText uses to simplify partner experience, reduce tool sprawl, and navigate complex Microsoft incentive programs without overwhelming the MSP. From peer collaboration to product bundling, the conversation highlights the new rules of growth for modern MSPs.
If you work with, sell to, or support MSPs, this is your blueprint for helping them move from selling software to solving problems.
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In this episode of Partnerships Unraveled, we sit down with Bill Hentschell, Global Director of Partnerships at Fortinet, to explore how he successfully rebuilt and revitalized a strategic partnership with World Wide Technology (WWT) one of Fortinet’s largest and most influential channel partners. Drawing on a 25+ year journey that includes pivotal roles at Cisco and a formative start at WWT, Bill shares a unique vantage point on what makes high-performing partnerships sustainable and scalable over time.
Channel professionals will gain practical insights into building long-term partner alignment, establishing a partner-first mindset within a vendor organization, and executing strategic partner enablement all grounded in Bill’s proven leadership framework. He unpacks how listening, cultural fit, and empowering high-functioning teams are essential to nurturing resilient, ROI-driven alliances. If you’re leading channel growth or looking to transform a key partner relationship, this episode delivers strategic guidance and real-world takeaways that resonate.
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In this episode of Partnerships Unraveled, we sit down with Scott Strubel, Head of Americas Partner Organization at Smartsheet, to uncover the strategic playbook behind scaling partner-driven revenue in a rapidly evolving landscape. With decades of experience leading both direct and partner sales organizations at top tech companies, Scott shares how Smartsheet is transforming its channel strategy through distribution, marketplaces, and enablement.
Channel professionals will gain valuable insights into Scott’s five-pillar approach to expanding indirect revenue from reinvigorating demand generation and deal registration to aligning with hyperscalers like AWS and embedding practical AI into the partner motion. We also explore how Smartsheet’s partner portal and enablement engine are designed to reduce go-to-market friction while equipping partners for success in every region. Tune in to hear how to create scalable, AI-powered growth with the right channel infrastructure.
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200+ Conversations Later: Here’s What’s Shaping the Channel
Over the course of 200+ episodes, we’ve had the chance to sit down with some of the smartest voices in the partner ecosystem. And one thing is clear: this space is evolving fast.
We’ve heard how partner marketing is stepping into its role as a strategic growth lever. How partner enablement is getting sharper, more targeted, more measurable. How trust, clarity, and long-term thinking are turning good partnerships into great ones. And how ecosystem strategies are no longer just ideas; they’re business drivers.
In this episode, we look back at a few standout insights from recent conversations. It’s a snapshot of where we’ve been and where the channel’s heading next. It's valuable to learn from the past so we can build the future.
Thanks to every guest who shared their insight and to you for listening, learning, and building alongside us.
The Channext team wishes you all happy holidays!
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In this episode of Partnerships Unraveled, we sit down with Jana O'Connor, AVP of Global Strategic Partner Marketing at SentinelOne, to dissect the evolving role of partner marketing and what it takes to drive measurable impact in today’s landscape. With nearly three decades of experience at industry giants like Palo Alto Networks and Symantec, Jana brings a wealth of insight into what partnership success looks like in an age of increased accountability, complexity, and ecosystem collaboration.
We explore the shift from activity-based enablement to outcome-driven strategy, how MDF is being scrutinized like never before, and the importance of aligning go-to-market efforts across sales, marketing, and channel teams. Jana also shares what makes hyperscaler partnerships like SentinelOne’s with AWS scale effectively, and why operationalizing transparency is the glue that holds high-performing partner strategies together. For those building or transforming partner marketing programs, this conversation offers a playbook of hard-won lessons and strategic frameworks.
Tune in to learn what the modern partner marketing mandate looks like and how to deliver real ROI.
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In this episode of Partnerships Unraveled, we sit down with Carilu Melander, Senior Director of Americas Partner Marketing at Zscaler, whose impressive track record spans AWS, AppDynamics, and now leading a high-performing team focused on strategic, data-driven partner marketing. Carilu shares the mindset and frameworks that have helped her team shift from reactive task executors to trusted advisors driving real revenue outcomes.
We explore the evolving expectations for partner marketers from aligning campaigns with sales goals to measuring ROI with precision. Carilu dives into how her team uses data to make smarter decisions, build trust with partner sellers, and drive meaningful impact at scale, especially through creative distributor-led programs. For channel professionals looking to sharpen their strategic edge, this episode delivers actionable insights on scalable enablement, ecosystem collaboration, and the future of partner marketing in an AI-powered, ecosystem-first world.
Tune in to uncover how to elevate your partner marketing function, build influence with stakeholders, and stay ahead in a fast-changing indirect sales landscape.
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In this episode of Partnerships Unraveled, we’re joined by Meg Brennan, Global Head of Partner Strategy, Programs, and Experience at HP Inc. With over three decades of channel experience from taking partner calls in the '90s to leading global strategy at one of the world’s most recognized tech brands. Meg shares a compelling story of career evolution, leadership, and ecosystem transformation.
We unpack how the partner landscape has shifted from linear resale models to complex, multi-partner ecosystems, and how those changes are reshaping channel roles. Meg also offers practical frameworks for mapping career growth in the channel, including a deceptively simple tool she’s used to coach and promote talent within and beyond her own teams. Whether you’re navigating your next career step, rethinking your partner strategy, or mentoring future channel leaders, this episode is packed with actionable insights.
Tune in to hear Meg’s vision for the future of channel roles in an AI-powered world, actionable advice on building meaningful networks, and why mentorship may be the most important investment you can make for your team and your legacy.
During the episode, Meg shared the one-page career mapping tool she uses to help people identify their strengths, map next-step roles, and build an actionable development plan. She generously provided a version we can share publicly with our listeners.
👉 Download Meg Brennan’s Career Growth Tool here:
https://docs.google.com/presentation/d/1M6jfishQWPn8sTOjjttYNDiQymGLjytw/edit?usp=sharing&ouid=102335143091795425269&rtpof=true&sd=true
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In this episode of Partnerships Unraveled, we sit down with Scott Eaton, Senior Director of Partner Management at Lumen Technologies, for an insightful conversation about the evolving definition and strategic role of trusted advisors in the modern channel. With decades of experience on both the vendor and partner sides of the business, Scott offers a grounded perspective on how channel professionals can navigate shifting partner models, deliver real customer value, and optimize indirect revenue strategies.
Together, we explore why the role of the trusted advisor is more critical than ever, especially in complex B2B environments where customers are overwhelmed by choice and under-resourced in technical expertise. Scott also sheds light on where AI is providing the most meaningful gains today from partner enablement to customer retention and offers a sharp take on the future of partner marketing, performance measurement, and the blurred lines between MSPs, VARs, and resellers.
If you’re a channel leader, partner marketer, or enablement pro striving to stay ahead of rapidly changing partner models and customer expectations, this episode delivers clarity, strategy, and actionable insights you can use today.
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In this episode of Partnerships Unraveled, we sit down with Miguel Carrero, VP of Global Partner Ecosystem Growth at WatchGuard, a seasoned leader with a rare blend of experience across startups, private equity-backed firms, and large enterprises. Miguel shares his channel philosophy shaped by decades of working across partner models, market segments, and organizational structures.
We unpack what it means to “meet partners where they are” moving beyond legacy segmentation models to frameworks that prioritize partner business models, motivations, and operational needs. Miguel outlines how WatchGuard reimagines partner tiering through training engagement and value alignment, ensuring programs resonate with everyone from boutique MSSPs to high-volume VARs. For channel professionals looking for practical tactics to better segment, enable, and motivate partners across the spectrum, this one’s a must-listen.
Tune in to gain proven perspectives on sustainable partner profitability, modern channel marketing, and how true partner-centric DNA, backed by executive sponsorship and organizational design, can drive scalable success.
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In this episode of Partnerships Unraveled, we sit down with Rasmus Holst, CEO of Zensai an HR tech company that’s going all-in on Microsoft and MSPs to scale its human success platform. Rasmus shares why focus beats breadth when it comes to channel strategy, unpacking how Zensai deliberately narrowed its GTM to win in a crowded space.
From building a Copilot adoption hub tailor-made for the Pax8 ecosystem to crafting a product that fits MSP sales motions like “fries with the burger,” Rasmus reveals how Zensai is tapping into existing demand with a clear, easy-to-sell value prop.
Rasmus offers a grounded view on AI adoption risk, the importance of employee enablement, and why most Copilot rollouts today are set to fail.
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In this episode of Partnerships Unraveled, we sit down with Nihil Morjaria, Chief Revenue Officer at usecure — a UK-based cybersecurity vendor that has built its go-to-market strategy around managed service providers (MSPs) and distribution partners. Nihil unpacks how usecure pivoted from a direct sales model to becoming a channel-first organization, scaling to over 1,800 billing partners without compromising depth of enablement. From rebuilding their product and licensing model for MSP scalability to embedding automation and self-serve onboarding technology, Nihil shares a playbook that’s turned strategic alignment into measurable growth.
Channel professionals will gain a blueprint for what it really means to build a partner-centric organization. Nihil dives into the key elements that make vendors channel-friendly from flexible billing and multi-tenancy to product simplicity and marketing enablement. He also highlights one of today’s most overlooked growth opportunities: compliance-as-a-service. Offering practical advice and real-world frameworks, this episode is a must-listen for anyone looking to evolve faster and scale smarter in the channel.
Tune in for a refreshing, hands-on perspective on GTM transformation, MSP enablement at scale, and the growing importance of human risk management in evolving compliance needs.
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#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we’re joined by Cindy Willems, Head of Channel for SMB at Lenovo in the BeLux region. With a unique lens on partner transformation, Cindy is leading complex go-to-market integration across Lenovo’s Infrastructure Solutions Group (ISG) and Intelligent Devices Group (IDG). Her mission? Helping partners deliver unified, value-led solutions to SMB customers.
Together, we dive deep into the evolving nature of value-led selling in the SMB space, the skills transformation needed across partner ecosystems, and why agility is defining the future of SMB readiness for AI and digital solutions. Cindy shares real-world examples on enabling partners through cross-training, co-selling, and simplifying AI for real business outcomes.
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#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we sit down with Michelle Hodges, SVP of Global Channels and Alliances at Barracuda, whose experience spans global channel leadership and transformational partner strategies for some of the world’s most innovative SaaS companies. With a legacy of designing, launching, and refining partner ecosystems across private equity-backed and high-growth tech businesses, Michelle shares how to build the channel you actually want, not just the one you inherit.
Channel professionals will gain clear strategic insights into how to align partner programs with board-level growth metrics, make transformations sticky through company-wide buy-in, and operationalize partner success through data, iteration, and feedback loops. Michelle delves into balancing AI-powered scalability with human connection, using emerging technologies to empower the MSP community and enhance channel program effectiveness.
If you're navigating a digital transformation, redefining partner metrics, or simply want to future-proof your indirect strategy, this episode offers a fresh perspective from one of the industry's most experienced voices. Tune in for practical frameworks and real-world strategies that help you build smarter, higher-performing partner ecosystems.
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#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we sit down with Theresa Caragol, founder and CEO of AchieveUnite, and bestselling author of Partnering Success. With decades of experience leading global channel strategies and integrations at firms like Extreme Networks and Ciena, Theresa brings deep expertise and a structured approach to unlocking the true value of partnerships. Her work, including pioneering metrics like Partner Lifetime Value, has reshaped how leading organizations build, scale, and measure partner ecosystems.
We dive into the science behind high-performing partner programs, exploring why long-term partner enablement beats transactional thinking, and how hyperscalers are rewriting the rules of engagement for ISVs and tech vendors alike. Theresa also shares how organizations can quantify their partner maturity, leverage psychometric tools to accelerate partner trust, and thoughtfully adopt AI to amplify partnership success. Whether you're building a new program or optimizing an existing one, this episode is packed with strategies that resonate with today's channel professionals navigating rapid change and increased expectations.
Tune in to hear why building trust, designing scalable frameworks, and taking an ecosystem-first approach is no longer optional
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#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we sit down with Keith Norbie, Global Partner AI GTM Lead at NetApp, to unpack the evolving role of the channel in the era of artificial intelligence. With deep experience in partnering with global ecosystems and enabling partner-led digital transformation, Keith shares how NetApp is reshaping its go-to-market and partner strategy to help businesses harness the full potential of AI.
We dive into the challenges and opportunities facing channel leaders as AI reshapes customer expectations, partner enablement, and solution design. Keith details NetApp’s approach to partner readiness across the AI maturity spectrum, from born-in-AI innovators to traditional channel players undergoing transformation. He also explores the impact of AI on channel economics, partner business models, and what turnkey AI solutions mean for the future of B2B partnerships.
Tune in to learn how to make AI real for your channel, drive data-led partner outcomes, and seize the opportunity of a generation.
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#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we sit down with Maciek Szczesniak (Magic), founder of Go With Magic and a longtime channel veteran, to dig into one of the toughest transitions in the IT channel: moving from reseller to managed service provider.
After decades in the industry, including years at HP, Magic saw firsthand why so many partners struggle with shrinking margins, unstable revenue, and failed MSP pivots. Now, he’s building a new kind of transformation program, starting in Poland, that equips resellers to reengineer their business models, modernize their operations, and build the capabilities needed to thrive in an AI-led future.
We get into what holds resellers back from becoming MSPs, how AI is reshaping customer demands, and why partners who can combine sales-led instincts with consultative delivery will be the ones who win. Magic also shares how his new university-backed initiative is helping partners become “customer zero” for AI transformation
Tune in to learn how to lead your own transformation, rethink your partner value prop, and build a business model that lasts.
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#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we sit down with Amy Avalos, Director of Partner Marketing at Zendesk, who brings over 15 years of experience across nearly every role in the partner ecosystem. With a rich background spanning startups to global tech companies, Amy unpacks the realities and myths of partner marketing, partner-led growth, and building scalable programs that actually deliver.
We explore when organizations should invest in partnerships, why partner feedback is one of your most underutilized assets, and how go-to-market success starts with mastering your own motion before layering on scale. Amy also dives deep into marketing-led strategies for channel success, with sharp insights into how marketing to partners differs from end-customer marketing, especially when operating at scale.
Whether you're building early partner programs or optimizing a mature ecosystem, this conversation is packed with frameworks, first-hand lessons, and practical advice. Tune in to learn how to position your partners for success, align internal teams, and elevate your partner marketing game.
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#channelmarketing #channelpartners
In this episode, we dive into Lenovo’s channel transformation through the lens of its evolving MSP strategy—with two of the key leaders behind the shift.
Cassie Jeppson, who oversees channel programs, tools, and partner enablement for North America, and Arsalan Eizadirad, Lenovo’s global MSP strategy lead, join us to unpack how Lenovo is designing programs that meet partners where they are—geographically, strategically, and structurally.
From simplifying a tangled web of 2,300+ incentives into a scalable, flexible program, to launching Lenovo 360 pathways across North America, EMEA, LATAM, and APAC, Cassie and Arsalan share how they’re localizing a global vision. They dig into how Lenovo is supporting MSPs through dedicated partner success managers, outcome-based enablement tools, and true feedback loops that shape the roadmap.
We also explore:
- How Lenovo’s partnership with Pax8 is redefining its presence in the MSP ecosystem
- Why a single global program won’t work—and how to strike the right balance between consistency and localization
- What MSPs actually want from vendors (hint: it’s not more PowerPoints)
- The role of omnichannel engagement in partner freedom and flexibility
Whether you’re building an MSP program from scratch or trying to scale across regions, this episode is packed with practical insights and strategic lessons from a global vendor that’s getting it right.
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#channelmarketing #channelpartners
In this episode, we sit down with Michael Crean, SVP Managed Security Services at SonicWall and former CEO of Solutions Granted, to unpack the strategic evolution of SonicWall into a global MSSP powerhouse.
With decades of firsthand experience in leadership, cybersecurity, and channel execution, Michael shares the personal and professional lessons that have underpinned his success from his formative time in the military to leading through partner-first models.
In this conversation we discussed:
- Candid insights on building performance-driven partner organizations
- Why listening is a strategic differentiator
- How evolving customer needs are reshaping the MSSP landscape
- Actionable frameworks for partner specialization and enablement
- Building force-multiplier service models- Navigating global channel dynamics with empathy and clarity
This episode is packed with wisdom for anyone looking to future-proof their GTM through security services and authentic leadership.
Connect with Michael: https://www.linkedin.com/in/michaelecrean/
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#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we sit down with Sergio Farache, Chief Strategy and Technology Officer at TD SYNNEX, to explore how one of the industry’s largest distributors is navigating global complexity, AI disruption, and the evolving demands of partner enablement.
Sergio shares his journey from founding a tech business as a teenager in Venezuela to shaping multi-billion-dollar strategies across global markets, offering lessons in resilience, strategic alignment, and the future of tech partnerships.
We dig into:
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How to balance global strategy with local flexibility and why bottom-up input is critical
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Why operational efficiency is the foundation for innovation and investment
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What partners need to succeed in the AI economy, from infrastructure to embedded use cases
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The role of industry-specific knowledge and consultancy skills in next-gen partner models
If you’re thinking about where channel strategy is heading and how to stay ahead, this conversation is one not to miss.
Connect with Sergio: https://www.linkedin.com/in/sergiofarache/
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#channelmarketing #channelpartners
In this week’s Partnerships Unraveled episode, we sit down with Meaghan Moore, Vice President, Global Partner Marketing at ServiceNow, to explore what it takes to triple revenue from $10B to $30B in just two years. For Meaghan, the formula combines building a scalable partner ecosystem, maintaining laser focus, and embracing AI-driven innovation.
She shares how she’s navigating hyper-growth while expanding ServiceNow’s partner network from a handful of SIs to more than 2,800 active partners, and aiming for 10,000 in the near future.
We discuss:
- Laying the foundation for partner marketing at a massive scale
- How to create focus and clarity in the middle of rapid change
- The role of resilience and psychological safety in high-pressure environments
- Knowing when to shift from building to scaling a route to market
- Encouraging AI adoption across teams and driving breadth before depth
If you’re leading through rapid expansion or evolving your partner strategy, this conversation is packed with practical lessons and leadership insights.
Connect with Meaghan: https://www.linkedin.com/in/meaghansullivan-moore/
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#channelmarketing #channelpartners
Distribution isn’t what it used to be and that’s a good thing. In this episode, we sit down with Jessica McDowell, VP, North America Marketing and Digital Customer Success at TD SYNNEX, to explore how distribution is transforming into a strategic engine for partner growth.
We cover everything from her unique journey across sales, vendor management, and marketing to the technologies and tactics reshaping how partners scale in today’s market. Whether you're rethinking your go-to-market motion or looking to leverage data and, this one’s packed with insight.
In this episode, we explore:
- Why distribution is shifting from logistics to enablement, and what that means for partners
- How Jessica’s background fuels a business-first, ROI-driven approach to channel marketing
- The growing demand for marketing as a service and where partners are getting stuck
- How TD SYNNEX is using data and AI to deliver personalized, scalable partner experiences
If you're a channel leader looking to future-proof your go-to-market strategy and turn data into partner impact, this episode is a must-listen.
Connect with Jessica: https://www.linkedin.com/in/jessica-mcdowell/
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#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we sit down with one of the channel’s most seasoned transformation leaders Alan Butler, VP Global Channels & Alliances at OpenText, to explore what “good” really looks like in channel strategy. With a career that’s spanned Sun Microsystems, Dell, Adobe, and now OpenText, our guest shares a rare perspective on what it takes to build, scale, and integrate partner ecosystems that last.
We dive into the foundational elements of partner success - from startup grit to enterprise orchestration, including:
- How Dell flipped its revenue model from direct to 50% indirect in just five years
- Why internal alignment and executive education are non-negotiables in channel growth
- How to handle M&A without losing the DNA of the acquired partner ecosystem
- The make-or-break role of finance in proving partner value from day one
- Why most partner advisory councils fail and how to build one that truly drives change
- How to balance short-term targets with long-term investment in emerging partners
Whether you're building a channel from scratch or trying to realign a legacy motion, this episode delivers field-tested insights from someone who's been at the helm through it all.
Connect with Alan: https://www.linkedin.com/in/ab530/
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#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, Ana Carolina “Carol” Cardoso, Global Head of Channel Partner Programs at Schneider Electric, reveals how she led a bold reinvention of Schneider’s global partner strategy.
We explore how Schneider split its channel program to reflect two distinct ecosystems, IT and OT, enabling tailored support, deeper specialization, and real partner collaboration. Carol shares how shifting from revenue-only metrics to behavior-based enablement is driving growth and partner satisfaction worldwide.
You’ll learn:
- Why segmentation was key to unlocking partner value
- How Schneider balanced global strategy with local execution
- What AI and sustainability mean for infrastructure and partner readiness
- Why rewarding the right behaviors is shaping the future of Schneider’s channel
Whether you're modernizing a program or building a partner ecosystem from the ground up, Carol’s story offers a blueprint for scalable, strategic impact.
Connect with Carol: https://www.linkedin.com/in/ana-carolina-cardoso-guilhen/
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#channelmarketing #channelpartners
In this episode, we sit down with Mary Beth Walker, VP & Global Head of Partner Experience and Enablement at HP, to explore how one of the world’s largest tech companies is turning curiosity into capability across its channel.
Mary Beth shares how HP is approaching AI not just as a tool, but as a cultural shift, rewiring how partner teams think, work, and deliver value.
We unpack HP’s AI masterclass, the lessons transferred from its sustainability success via the Amplify Impact program, and why “winning the hearts and minds of partner reps” is now a competitive advantage.
In this episode, you’ll learn:
- How HP is embedding AI into its global partner enablement strategy
- Why culture change, not compliance, is the foundation of adoption
- The three-step messaging framework HP uses to help partners believe in AI
- The traits HP now prioritises when hiring for the AI-powered future
- How reverse mentorship and generational collaboration are shaping HP’s partner model
This is a must-listen for channel leaders navigating the AI era and looking to drive enablement that sticks.
Connect with Mary Beth: https://www.linkedin.com/in/mary-beth-walker-a276b2184/
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#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we sit down with Daniel Danielli, VP of Global Distribution at CrowdStrike, to explore how distribution can be transformed from a fulfillment engine into a true driver of growth.
Daniel shares his journey from growing up in a family of technology entrepreneurs to leading multi-hundred-million-dollar distribution relationships across the globe. Together, we unpack the nuances of building a global distribution strategy, including:
- Navigating regional complexities across Europe, the Middle East, Africa, and the Americas
- Driving internal alignment around growth instead of mere fulfillment
- Creating scorecards that prioritize leading indicators for faster pivots and smarter scaling
- Building high-performing teams to manage strategic distributor relationships
- Leveraging AI to unlock new opportunities in channel and cybersecurity operations
This conversation is packed with insights for channel leaders, partner strategists, and anyone looking to future-proof their distribution strategy in an increasingly complex market.
Connect with Daniel: https://www.linkedin.com/in/danieldanielli/
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#channelmarketing #channelpartners
This week on Partnerships Unraveled, we’re joined by Anar Desai, VP of Ecosystems at Palo Alto Networks, a company that’s grown from 5,600 to over 19,000 employees during his tenure. Anar shares a front-row perspective on leading channel strategy through explosive growth, shifting from single-product sales to platform-led transformation, and embedding AI into both partnerships and operations.
In this episode, Anar unpacks:
- Why in-person presence and improvisational skill matter more than ever in channel roles.
- How platformization is redefining partner value, especially through long-term services.
- The real AI opportunity in the channel, boosting enablement, collapsing sales cycles, and driving revenue.
- Why integrity, intentionality, and transparent feedback loops are essential for trust and longevity in partnerships.
Whether you’re building a next-gen partner program or navigating the delicate balance of incentives and alignment, Anar’s insights are a must-listen for anyone operating at the intersection of growth and ecosystems.
Connect with Anar: https://www.linkedin.com/in/anard/
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#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we dive deep into what it takes to build a channel engine that scales intelligently. Bryce Grow, VP of Americas Channel at SentinelOne, joins us to share a fresh perspective shaped by her shift from direct sales to channel leadership.
Bryce unpacks the mindset shift required to succeed in indirect sales and reveals how her team cut their partner base by more than half, while increasing impact. From building trust with internal sales teams to defining partner value through 30+ real-time KPIs, Bryce walks us through the strategies that drive alignment and accountability across SentinelOne’s partner ecosystem.
We explore:
- The underestimated importance of internal stakeholder buy-in
- Why fewer, deeper partnerships often outperform “going wide”
- How AI and data are shaping the next era of partner scoring
- The balance of harmony and fairness across GSIs, MSPs, VARs, and cloud alliances
- What it means to “earn” partner incumbency in today’s competitive market
If you’ve ever had to drive results through others, inside and outside your company, this episode is for you.
Connect with Bryce: https://www.linkedin.com/in/bryce-grow/
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#channelmarketing #channelpartners
This week on Partnerships Unraveled, we’re joined by Phillip Privett, a 35-year distribution veteran leading the modern infrastructure strategy at TD SYNNEX. At a time when AI is reshaping every corner of the tech ecosystem, Phillip offers a sharp, insider perspective on why distribution remains not only relevant but indispensable.
In this episode, we dive into:
- How TD SYNNEX is transforming distribution from "pick, pack, and ship" to strategic orchestration.
- The role of AI in accelerating partner enablement and redefining internal operations.
- Why credit is the unsung hero of channel agility and how it fuels partner growth.
- What it takes to combine scale and speed in a global distribution model.
Phillip brings a wealth of hard-won insight and real-world strategies for navigating inflection points, from the rise of cloud to today’s AI revolution.
If you’re building in the channel, this is the playbook you’ll want to hear.
Connect with Phillip: https://www.linkedin.com/in/phillip-privett-77965455/
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#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we sit down with Melissa Smith, Head of Technology Partnerships and Strategic Initiatives at SentinelOne, to explore the evolving world of partnerships, particularly in the fast-paced cybersecurity landscape. With nearly two decades of experience, Melissa shares her unique journey and insights into the value of building and scaling partnerships.
We dive deep into:
- How shifting from channel-focused work to broader partnerships is reshaping Melissa's approach to growth.
- The importance of focusing on quality over quantity in strategic partnerships and why it's essential to narrow your focus.
- The necessity of tactical execution in partnership strategies and how a methodical approach to building relationships fosters long-term success.
- Melissa’s commitment to mission-driven growth, and why she believes value always precedes revenue.
She also discusses the key role trust plays in relationships, both internally within teams and externally with partners, and how a strong network can lead to remarkable success.
Whether you're new to partnerships or a seasoned pro, Melissa's insights on overcoming challenges and driving growth through collaboration will resonate with all professionals.
Connect with Melissa: https://www.linkedin.com/in/melissa-k-smith/
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#channelmarketing #channelpartners
This week on Partnerships Unraveled, Alex is joined by Harish Natarahjan, a leader in AI strategy at Accenture, to explore the complexities of scaling AI solutions in today’s fast-paced business world. They discuss the importance of practical execution, real-world applications, and how AI is transforming industries beyond the hype. Harish shares his experiences on building solutions that not only work on paper but deliver real value on the ground.
You’ll hear insights on:
- Why shifting from theoretical AI to practical execution is crucial for business success
- How cultural change and trust are key to AI adoption across organizations
- The importance of tailoring AI solutions to specific industries and verticals
- Why verticalization in AI is the future, and how it’s transforming go-to-market strategies
If you’re looking to understand how AI can be more than just a buzzword and are ready to take a hands-on approach to scaling technology, this episode is for you.
Connect with Harish: https://www.linkedin.com/in/nharish77/
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#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we sit down with Jason Beal and Andrew Warren of Exclusive Networks to explore the evolution of distribution from a transactional role to a strategic, service-driven engine for growth. With decades of experience across distribution and vendor leadership, Jason and Andrew unpack what it means to be a true channel services aggregator and why cybersecurity-first specialization is their edge.
We discuss:
- Why the “death of distribution” narrative misses the mark
- How Exclusive Networks is enabling partners across the full customer lifecycle
- The strategic value of a cybersecurity-first distribution model
- Building next-gen channel talent through their Cal Poly partnership
For channel leaders navigating shifting partner expectations and mounting complexity, this conversation is packed with forward-thinking strategies and grounded insights.
Connect with Jason: https://www.linkedin.com/in/jasonbeal/
Connect with Andrew: https://www.linkedin.com/in/andrewwarrensecuritysolutions/
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#channelmarketing #channelpartners
In this episode, we sit down with an industry veteran, Claudette Atkinson, whose journey spans vendors, partners, and distribution, offering a 360-degree view of the channel that’s rich with insight. Together, we unpack why distribution keeps getting written off, only to come back stronger, and how reinvention, creativity, and data are at the heart of its resilience.
We touched on:
- Why distribution keeps thriving despite repeated predictions of its demise
- The strategic power of empathy gained from experience across the channel
- How distributor-led marketing is innovating well beyond expectations
- The evolving role of distributors as service providers and what’s coming next with AI and data
For anyone serious about understanding where distribution is headed, this episode offers a grounded, strategic view from someone who’s seen it all and still sees what’s next.
Connect with Claudette: https://www.linkedin.com/in/claudette-atkinson/
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#channelmarketing #channelpartners
In this powerful and perspective-shifting episode of Partnerships Unraveled, we sit down with Stephanie Kee, co-founder of Women in Alliances, to explore the very real challenges, and untapped potential facing women in the partnerships and tech ecosystems.
Stephanie unpacks the catalyst behind Women in Alliances, now a global community of over 1,300 members, and the mission to forge meaningful networks and career advancement for women based on merit. With honesty and wit, she addresses uncomfortable truths around gender bias, explains why meritocracy and DEI must coexist, and shares how organizations can rethink hiring and leadership to drive true inclusion.
We also delve into Stephanie’s expertise in turning around struggling partnership programs. She explains why communication is often the root cause of failure, how to harness the VST (Vision, Skills, Trust) framework to revive value in alliances, and why partnerships remain one of the most human, irreplaceable parts of business, even in the age of AI.
What you will hear:
- Why only 3% of women choose tech as a first career and what it means for our industry
- How to build alliances rooted in merit while navigating the realities of DEI
- Proven tactics for diagnosing and revitalizing underperforming partnerships
- Why human connection, nuance, and follow-through will always outpace AI in this space
Whether you're building a partner strategy, advocating for equity in the workplace, or just looking to lead with more impact, this episode offers both challenge and inspiration.
Connect with Stephanie: https://www.linkedin.com/in/stephanie-kee/
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#channelmarketing #channelpartners
Brewed for Trust: How CrowdStrike and Pax8 Build Channel Credibility
In this unique live episode, part channel deep dive, part beer tasting, Justin Bradley of CrowdStrike joins us to share battle-tested lessons on what it takes to succeed with MSPs, build trust across ecosystems, and scale a program with integrity.
In this episode, we discussed:
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Why trust is the currency of the channel and how to earn it through honest communication, transparency, and support during failure.
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How CrowdStrike’s approach to MSPs prioritizes outcome-based selling and avoids “watered-down” enterprise products.
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The role storytelling plays in enabling consultative sales and building credibility with technical and non-technical partners alike.
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Why strong enablement is about understanding the unique needs of every stakeholder, from aggregators and distributors to MSPs and customers.
This is one of those authentic, engaging conversations full of equal parts insight and inspiration.
Connect with Justin: https://www.linkedin.com/in/justin-bradley-%E2%98%81-2a615643/
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#channelmarketing #channelpartners
Live from Pax8 Beyond in Denver - The Future of MSPs and AI
In this special live edition of Partnerships Unraveled, we’re joined by Emmy from Microsoft’s Copilot Studio Go-to-Market team and Britt from Pax8 to explore how AI is revolutionizing the channel. From agentic workflows to verticalized GTM strategies, this conversation is packed with actionable insight for MSPs and channel leaders.
In this episode, we cover:
- Microsoft’s vision for every user to have a Copilot and every business process to have an agent, and what that means for partners.
- How AI agents are driving new revenue streams, deeper customer stickiness, and vertical specialization for MSPs.
- Why Pax8’s Opportunity Explorer is a game-changer for identifying white space and accelerating partner growth.
- Real-world results from Microsoft’s internal AI deployments, including 9% revenue lifts and increased customer service capacity.
Tune in for a front-row seat to where the channel is headed and how you can lead the charge.
Connect with Brittan: https://www.linkedin.com/in/brittanhere/
Connect with Emmy: https://x.com/hellgrenem
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What happens when a globally recognized brand decides to reinvent itself and invites its partners along for the ride?
In this episode of Partnerships Unraveled, we sit down with Brandon Knight, Zoom’s Chief CX Evangelist, to explore how the company moved from meeting software leaders to serious players in the contact center space. We unpack the strategy behind shifting partners from transactional sales to solution-based selling and how modeling behavior, not just messaging, has been key to enabling this evolution.
We also discussed:
- The brand trust that led to pre-orders for Zoom Contact Center before launch
- How Zoom is enabling partners with live training and an on-demand value-selling video library
- The shift from creating AI messaging to educating partners as customers demand AI solutions
- Why partner lifetime value may be the most important metric in the channel
- The future of work with agentic AI and digital twins, and what that means for productivity and scale
If you're in the channel, building brands, or curious about the next wave of AI in partner ecosystems, this episode is not to be missed.
Connect with Brandon: https://www.linkedin.com/in/mjofcc/
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Learn more about Channext 👇
https://channext.com/
Watch on YouTube ►
https://www.youtube.com/@channext
#channelmarketing #channelpartners
Inside the Pax8-Bitdefender Partnership and What It Takes to Scale with MSPs
In this special live episode from the Pax8 Beyond event, we’re joined by Todd Haas and Williams Pineda from Bitdefender to unpack what it really takes to build standout partnerships, drive scalable MSP enablement, and launch innovative go-to-market strategies.
From managing one of Pax8’s most successful vendor relationships to introducing Phaser, Bitdefender’s new cybersecurity innovation, Todd and Williams share practical lessons on trust, alignment, and execution.
Key topics we covered:
- How to tailor enablement to MSPs at different levels of maturity and security expertise
- Why relationship-building across sales, technical, and executive levels is critical to long-term success
- What makes Pax8’s culture and model so uniquely effective for channel growth
- How Bitdefender launched Phaser and generated pre-release MSP excitement through strategic GTM
Whether you’re a channel leader, vendor strategist, or partner success pro, this episode is packed with insight on what modern, high-performing channel execution really looks like.
Connect with Todd: https://www.linkedin.com/in/thass/
Connect with Williams: https://www.linkedin.com/in/williams-pineda-12562430/
_________________________
Learn more about Channext 👇
https://channext.com/
Watch on YouTube ►
https://www.youtube.com/@channext
#channelmarketing #channelpartners
As the AI revolution reshapes the technology landscape, MSPs stand at a crossroads. In this episode, we explore why the next wave of high-growth partners won’t just adopt AI, they’ll be born from it.
We’re joined by a seasoned channel leader Dux Raymond Sy, Chief Brand Officer at AvePoint, who has helped countless MSPs build new revenue streams through data security, AI services, and brand-driven growth. From practical steps like data estate readiness and AI monetization to brand building and differentiation, we unpack what it takes to lead in this new era.
In the episode, we discuss:
- How MSPs can turn data chaos into a recurring revenue goldmine
- Why building an AI practice starts with a data security assessment
- The rise of born-in-AI MSPs and the threat they pose to legacy players
- Why brand building is no longer optional for technical founders
- Common marketing blind spots that are holding MSPs back
Whether you're an established MSP or exploring your AI practice, this conversation is packed with insights on how to stay ahead.
Connect with Dux: https://www.linkedin.com/in/meetdux/
_________________________
Learn more about Channext 👇
https://channext.com/
Watch on YouTube ►
https://www.youtube.com/@channext
#channelmarketing #channelpartners
Live from Pax8 Beyond with Craig Donovan on Partner Experience, AI Enablement, and the Future of MSP Growth
In this energizing live session from Pax8 Beyond, we sit down with Craig Donovan, Chief Experience Officer at Pax8, to explore what it really takes to deliver next-level partner success in today’s rapidly evolving channel landscape.
Craig shares how Pax8 is supporting partners through the biggest transition yet, from managed services to managed intelligence. We unpack the rise of the “Chief Workflow Officer,” Pax8’s ambitious 100+ course Guided Growth program, and why SMBs are now uniquely positioned to lead the AI-driven future of the channel.
In this episode, we dive into:
- How Pax8’s Guided Growth, Academy, and Voyager Alliance are helping MSPs scale smarter
- Why SMBs - not enterprises will be the first to capitalize on agentic AI solutions
- The role of community, coaching, and constant feedback in building partner-led innovation
From real-time partner insights to rewards programs and peer-powered enablement, this conversation is packed with practical strategies for any MSP ready to unlock their next stage of growth.
Connect with Craig: https://www.linkedin.com/in/craig-donovan-621b585/
_________________________
Learn more about Channext 👇
https://channext.com/
Watch on YouTube ►
https://www.youtube.com/@channext
#channelmarketing #channelpartners
Live from Pax8 Beyond with Eric Mink on AI Powered Transformation and the Rise of the MIP
In this electrifying live episode from Pax8 Beyond, we sit down with Eric Mink - one of the first to hold a dedicated AI role at Pax8 to explore how artificial intelligence is reshaping the MSP landscape and why the shift to becoming a Managed Intelligence Provider (MIP) is already underway.
Eric shares how Pax8 is equipping partners with the tools, training, and mindset to move beyond managed services and into delivering transformational business outcomes through agentic workflows and automation. From no-code innovation to outcome-based selling, this conversation offers a roadmap to capitalize on AI as a revenue growth engine, not just a cost-saving tool.
In this episode, we explore:
- What it means to become a Managed Intelligence Provider and why MSPs must act now
- How AI enables 3-person teams to do the work of 10 while deepening customer stickiness
- The role of education, automation, and data integration in building scalable, outcome-focused MSP businesses
Whether you're an established MSP or thinking about launching one in this AI-first era, this is your playbook for the next wave of channel transformation.
Connect with Eric: https://www.linkedin.com/in/ericwmink/
_________________________
Learn more about Channext 👇
https://channext.com/
Watch on YouTube ►
https://www.youtube.com/@channext
#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we dive deep with Jeff Skeldon, Head of Go-To-Market at ArmorCode, to explore the full spectrum of building and managing a channel-centric revenue engine.
Jeff shares his decades of wisdom on navigating timing, trust, and transparency in partner ecosystems, and why true commitment, not convenience, defines successful channel strategy.
Here’s what we cover in this conversation:
- We discussed the critical indicators founders should watch for before diving into the channel, and why product-market fit must come first.
- Jeff highlighted the importance of customer success as the foundation for economic success in the channel.
- What was mentioned about GSIs, VARs, and MSPs clarified how each route to market demands distinct strategy, expectations, and investment.
- We explored the “pursuit team” model, revealing how cross-functional collaboration creates pipeline, accelerates trust, and drives go-to-market alignment.
Whether you’re testing the waters or steering a global program, this episode is packed with real-world insights for channel professionals at every level.
Connect with Jeff: https://www.linkedin.com/in/jeff-skeldon/
_________________________
Learn more about Channext 👇
https://channext.com/
Watch on YouTube ►
https://www.youtube.com/@channext
#channelmarketing #channelpartners
Live from Pax8 Beyond with Hayley McSpirit on the Future of Channel, AI, and the SMB Opportunity
In this high-energy live episode from Pax8 Beyond, we sit down with Hayley McSpirit, Global Head of Vendor Strategy and Operations at Pax8, to unpack the dual engine that’s powering the next era of channel growth: radical automation and deep community.
Hayley shares how Pax8 is balancing world-class automation with human connection to help vendors and partners scale, adapt, and thrive in a fast-evolving AI landscape. We dig into the agentic revolution, the shift from enterprise-led to SMB-first innovation, and what it really takes for vendors to create frictionless, impactful go-to-market strategies for MSPs.
In this episode, we explore:
- Why SMBs are best positioned to lead the AI revolution and how vendors should respond
- The new rules of vendor enablement in an era of AI, agents, and agile MSPs
- How Pax8 is helping partners minimize friction, scale efficiently, and still build real human trust
From co-building agents to reimagining product-market fit, this conversation is a must-listen for anyone shaping the future of channel partnerships.
Connect with Hayley: https://www.linkedin.com/in/hayley-mcspirit/
_________________________
Learn more about Channext 👇
https://channext.com/
Watch on YouTube ►
https://www.youtube.com/@channext
#channelmarketing #channelpartners
This week on Partnerships Unraveled, we’re joined by Patrick Piwowarczyk, head of AV integrator channels and alliances at HP, who brings deep, hard-earned experience from his time at Polycom, Plantronics, and now HP. Together, we unpack what it truly takes to lead through change in the channel.
From navigating major acquisitions to launching new products while managing partner expectations, Patrick shares the leadership principles that keep ecosystems aligned and thriving.
In this episode, we explore:
- What separates channel leaders who thrive during integrations from those who struggle
- How to execute new product launches without eroding current momentum
- Why trust, transparency, and long-term relationships matter more than ever
- The art of partner enablement across a broad portfolio from headsets to collaboration tools to PCs
- How HP supports partners in selling smarter, not just more
We also dive into how channel veterans like Patrick are helping partners think more like consultants, focusing on customer outcomes, not just products and what that means for the future of partner programs.
If you’re thinking about partner education, portfolio expansion, or leading through change, this episode is packed with takeaways you won’t want to miss.
Connect with Patrick: https://www.linkedin.com/in/patpiwo/
_________________________
Learn more about Channext 👇
https://channext.com/
Watch on YouTube ►
https://www.youtube.com/@channext
#channelmarketing #channelpartners
Live from Pax8 Beyond with OpenText Michael DePalma on Trust, Verticalization, and the Three Million Ceiling
In this candid and energetic live session, Michael DePalma, VP of Business Development at OpenText, joins us to dive deep into what really drives MSP growth and why relationships, not contracts, are the ultimate differentiator.
Michael shares what makes OpenText's channel approach unique, from its month-to-month product model to its focus on hiring real MSP-experienced talent. We unpack the critical shift from working in the business to on the business, and how peer groups, vertical specialization, and defined product stacks are helping MSPs smash through the all-too-familiar $3M growth ceiling.
In this episode, we explore:
- Why OpenText doesn’t chase IPOs and how that gives partners more freedom and flexibility
- How to build high-leverage channel strategies through verticalization and deep community integration
- What every MSP should know about building scalable operations and achieving sustainable growth
If you're serious about scaling beyond lifestyle revenue and into high-impact channel success, this is the episode to tune into.
Connect with Michael: https://www.linkedin.com/in/michaeldepalma1/
_________________________
Learn more about Channext 👇
https://channext.com/
Watch on YouTube ►
https://www.youtube.com/@channext
#channelmarketing #channelpartners
Live from Pax8 Beyond with Acronis Alex Ruslyakov on AI, Trust, and the Future of MSP Growth
In this dynamic live episode, we reconnect with Alex Ruslyakov, Chief Channel Officer at Acronis, to explore how AI is reshaping the MSP landscape and why trust and integration still reign supreme in the partner ecosystem.
Filmed on-site at Pax8 Beyond in Denver, Alex shares his front-row perspective on the AI-agentic revolution, where digital labor transforms MSP productivity and enables smaller teams to scale like enterprises. We dive into Acronis’s strategy of embedding AI not just into products, but into the platform itself, allowing partners to orchestrate services, enhance upsell potential, and cut operational friction down to four clicks.
In this episode, we explore:
- Why AI isn’t just about efficiency, but a catalyst for market capture in the channel
- How Acronis is building co-pilots and integration layers to power real-world MSP automation
- What it takes to balance scalable digital experiences with the irreplaceable value of human trust
From product design to partner programs, this episode is packed with actionable insights for channel leaders who want to stay ahead in a fast-evolving landscape.
Connect with Alex: https://www.linkedin.com/in/alex-ruslyakov/
_________________________
Learn more about Channext 👇
https://channext.com/
Watch on YouTube ►
https://www.youtube.com/@channext
#channelmarketing #channelpartners
In this episode, together with Raymond Vrabel - Sr. Director Partner Programs, we explore the unique challenges and opportunities within the MSP space, a dynamic ecosystem where many businesses hit a growth plateau and struggle to scale. We unpack why MSPs often stall, diving into the common scenario where technically brilliant owners wear too many hats, but lack the commercial muscle to push through to the next level.
Our guest, with two decades of MSP experience, shares invaluable insights on how MSPs can break the growth ceiling by moving from owner-led sales, to building dedicated sales teams, embedding revenue acquisition into their company culture, and operationalizing scalable processes. We also discuss the vital importance of focusing on customer lifetime value (LTV) versus cost of acquisition (CAC) - a concept that powers the fastest-growing SaaS businesses and can revolutionize MSP success.
The episode further dives into:
- How AI is reshaping MSP operations by multiplying workforce efficiency and enhancing client service
- The cybersecurity challenges that come with AI adoption and how MSPs can stay ahead
- Why successful MSPs leverage AI not just to automate, but to elevate their business and client relationships
- What truly effective partner programs look like beyond just handing over tools and assets
- The power of white-glove enablement, strategic handholding, and tailored blueprints to help partners grow
If you want a clear roadmap for helping MSPs move from surviving to thriving, this conversation is packed with actionable wisdom and forward-looking perspectives.
Connect with Raymond: https://www.linkedin.com/in/rayvrabel/
_________________________
Learn more about Channext 👇
https://channext.com/
Watch on YouTube ►
https://www.youtube.com/@channext
#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we sit down with Mark Butler, Global Partner Manager at Zebra Technologies, to explore the lessons learned from a 25-year journey across reseller and vendor roles. From launching a personal YouTube channel to navigating the complexities of global partner ecosystems, Mark shares how consistency, creativity, and curiosity have helped him build lasting channel equity.
We dive into how Mark has developed a standout personal brand while driving strategic growth at one of the world’s most recognizable enterprise tech brands, including:
- How he intentionally transitioned from reseller to vendor by showing up with persistence and passion
- Why launching a channel-focused YouTube series nearly a decade ago became a key differentiator
- The lessons learned from operating in both challenger and market-dominant OEM environments
- Why authenticity and emotional investment are crucial in long-term partner success
- How internal newsletters and external enablement content became tools for influence and scale
- The mindset of “bias for action” and how failing fast builds resilience and sharpens strategy
Mark’s insights cut across partner enablement, personal branding, and channel evolution, making this a must-listen for anyone navigating a long-term career in the channel.
Connect with Mark: https://www.linkedin.com/in/partnermanagermark/
_________________________
Learn more about Channext 👇
https://channext.com/
Watch on YouTube ►
https://www.youtube.com/@channext
#channelmarketing #channelpartners
Live from Pax8 Beyond with Check Point: Reinventing Channel Simplicity for MSPs
In this special live edition of Partnerships Unraveled, we’re joined by Shahar Divon, Global Head of MSSP and SMB at Check Point, to unpack how a security giant is reengineering itself for MSP success. Recorded at Pax8 Beyond in Denver, this conversation dives into the evolution of Check Point’s channel strategy - from enterprise roots to a fully partner-centric, AI-powered MSP platform.
Shahar shares the bold transformation Check Point has undertaken, from acquiring key technologies like Avanan to redesigning its entire operational model around MSP needs. We explore how their radically simplified onboarding process (four clicks to revenue), predictable pricing, and single-policy deployment for multi-service management are making real operational efficiency possible at scale.
In this episode, we cover:
- How Check Point is translating enterprise-grade cybersecurity into MSP-ready simplicity
- The role of AI in powering both product innovation and operational automation
- Why co-building with partners and investing in platforms like Channext is central to future growth
From driving partner profitability to building a global program with local flexibility, this is a must-listen for anyone focused on channel success in a complex, AI-driven world.
Connect with Shahar:https://www.linkedin.com/in/shahar-divon-b9b9063a/
_________________________
Learn more about Channext 👇
https://channext.com/
Watch on YouTube ►
https://www.youtube.com/@channext
#channelmarketing #channelpartners
Live from Pax8 Beyond: Unpacking the MSP Growth Playbook with Sophos
In this special live episode from Pax8 Beyond in Denver, we sit down with Joe Levy, CEO of Sophos, and Scott Barlow, Global Head of MSP and Chief Evangelist, to explore what it truly takes to scale in today’s dynamic cybersecurity landscape.
With over a decade of experience each at Sophos, Joe and Scott share how they’ve built and evolved a 100% channel-led business, now empowering over 7,000 MSPs globally. From launching MSP Connect Flex to pioneering their Elevate program, they reveal the strategies that drive partner profitability.
We also dive deep into the critical role of operationalization in threat intelligence, how Sophos’s scale enhances its security response, and the power of integrating product, program, and personnel to support MSP growth.
In this episode, we unpack:
- How Sophos enables 7,000+ MSPs to scale securely and profitably through programs like Elevate and Connect Flex
- The impact of dual-use technologies and the rising threat to RMM platforms from attackers like Dragon Force
- What makes Pax8 a game-changing partner and why face-to-face connections still drive channel success
This episode is a must-listen for anyone serious about building resilient, scalable partner ecosystems.
Connect with Joe: https://www.linkedin.com/in/j0313vy/
Connect with Scott: https://www.linkedin.com/in/scottjbarlow/
_________________________
Learn more about Channext 👇
https://channext.com/
Watch on YouTube ►
https://www.youtube.com/@channext
#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we sit down with Christopher Jones, National Vice President of Partner Channels at GTT, to unpack how he’s leading a bold transformation of the company’s indirect strategy. From restructuring roles to removing internal silos, Chris shares how GTT is redesigning everything around one principle: making it easier and more rewarding, for partners to do business.
We explore how GTT is building a channel model fit for complex, global enterprise customers, including:
- Why they redefined the role of channel sales directors to focus purely on partner relationships
- How a fully integrated customer success model eliminates channel conflict and accelerates deal velocity
- The surprisingly powerful role of compensation accuracy in earning partner trust
- How cross-functional buy-in, from product to finance, is enabling true partner-first execution
- Why being “boring and predictable” is GTT’s secret weapon for long-term partner loyalty
Chris brings deep experience from across the channel to reveal what it takes to build a scalable, sustainable partner motion that actually lives up to the hype.
If you're looking to scale your partner program with clarity, integrity, and speed - this one’s for you.
Connect with Christopher: https://www.linkedin.com/in/christopher-jones-47392b/
_________________________
Learn more about Channext 👇
https://channext.com/
Watch on YouTube ►
https://www.youtube.com/@channext
#channelmarketing #channelpartners
What happens when someone who’s lived the frustrations of the MSP world gets the keys to build a global program from scratch? You get Dave Meister’s approach - pragmatic, partner-first, and built to remove the red tape that vendors too often impose.
In this episode, Dave Meister, Global Head of MSP & MSSP Channel at Check Point, joins us to share how his deep MSP background shaped one of the industry's most intuitive and partner-friendly programs. From avoiding the classic pitfalls that alienate partners, to understanding the consumerization of B2B buying. Dave lays out the strategies that are reshaping how MSPs grow and survive.
We explored:
- Why most MSP programs fail before they start
- The death of the “middle” in channel and the rise of dual extremes: hyper-automation vs. high-touch outcomes
- How Check Point's internal resourcing decisions reflect the changing buying journey
- The AI-native MSP: what it looks like and what it means for traditional support services
- What Dave looks for when scaling a channel team from 4 to 40
This is a must-listen for anyone serious about building meaningful channel relationships, scaling smarter, and staying ahead of the market curve.
Connect with David: https://www.linkedin.com/in/davemeister1/
_________________________
Learn more about Channext 👇
https://channext.com/
Watch on YouTube ►
https://www.youtube.com/@channext
#channelmarketing #channelpartners
This week on Partnerships Unraveled, we’re joined by two heavyweights of channel innovation - Scott Frew and Nick Verykios, serial entrepreneurs and the masterminds behind multiple successful distribution ventures. From building businesses like Distribution Central and One World Systems to their current work with iAsset, they’ve seen firsthand how the channel has evolved, and more importantly, where it’s heading.
We dig into the systemic friction in current go-to-market motions and uncover why trust, not transactions, is still the foundation of successful partner ecosystems. Scott unveils his LIPP strategy (Land, Invest, Protect, Surrender), a refreshingly comprehensive lifecycle model that puts channel relationships front and center. Meanwhile, Nick breaks down the real tension between hyper-scale and hyper-customization and why the solution lies in intelligent automation, not more portals.
Together, they offer a powerful vision of how ecosystem platforms can unify sales, marketing, quoting, and lifecycle management to radically improve performance. From enabling smarter channel investment strategies based on LTV: CAC, to redefining push vs. pull dynamics as loyalty vs. value, this episode is packed with practical insights for channel professionals ready to modernize.
If you’re a vendor, distributor, or channel leader looking to scale with agility and precision, this episode is essential listening.
Connect with Scott: https://www.linkedin.com/in/scottkfrew/
Connect with Nick: https://www.linkedin.com/in/nverykios/
_________________________
Learn more about Channext 👇
https://channext.com/
Watch on YouTube ►
https://www.youtube.com/@channext
#channelmarketing #channelpartners
This week on Partnerships Unraveled, we sit down with Mark Conley, North America Channel Chief at Cohesity, for a masterclass in navigating complexity, leading with clarity, and scaling through channel commitment. With decades of experience across industry giants like NetApp, Capgemini, and now Cohesity, Mark shares the foundational “Four Truths” that shape enduring partner relationships, spoiler alert: it starts with a smoking-hot solution but ends with trust.
From orchestrating the Veritas-Cohesity merger to upholding a truly 100% channel model, Mark offers practical wisdom for anyone building a modern channel strategy. Learn how to amplify what works, filter what doesn’t, and lead both internal teams and partner ecosystems with purpose. Plus, hear why blocking your calendar for “channel evangelism” might be the highest-leverage leadership habit you haven’t tried yet.
Whether you're a channel chief, partner leader, or aspiring channel strategist, this episode is packed with insights you won’t want to miss.
Connect with Mark: https://www.linkedin.com/in/channeljoe/
_________________________
Learn more about Channext 👇
https://channext.com/
Watch on YouTube ►
https://www.youtube.com/@channext
#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we dive into the career journey and channel philosophy of Ty Smith, founder of Optical Diversity Telecom and 2023 Channel Manager of the Year at Intellisys. From redefining what it means to be a proactive channel leader to launching his own agency, Ty brings unmatched insights from the trenches of indirect sales and partner enablement.
We unpack Ty’s award-winning approach to distributor collaboration, technical training, and network-first channel growth. He also introduces his thought-provoking SPICE framework, an actionable model for driving diversity across Suppliers, Partners, Investors, Customers, and Employees and explains why a more inclusive channel isn’t just fair, it’s essential for scale.
You’ll also hear:
- What most channel managers misunderstand about switching to the partner side
- Why brand equity matters more than ever, and how new partners can build it
- How to bring the channel to overlooked regions and underrepresented talent pools
- Ty’s bold vision to make channel roles as mainstream as real estate agents
Whether you're leading partner strategy or just discovering the power of the channel, this episode offers a fresh, human, and forward-thinking lens on what’s next for our ecosystem.
Connect with Ty: https://www.linkedin.com/in/tyrellsmith/
_________________________
Learn more about Channext 👇
https://channext.com/
Watch on YouTube ►
https://www.youtube.com/@channext
#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we sit down with Alex Walsh, Channel Alliances Director for Veeam UK & Ireland, to explore what it takes to lead in a 100% channel-driven business. With over eight years at Veeam and a clear trajectory of growth, Alex shares the leadership philosophies, cultural principles, and executional discipline that have helped him and his team thrive.
From nurturing high-performing partner managers to cultivating a culture of overachievement and strategic enablement, Alex reveals how Veeam balances large-scale partner ecosystems with laser-focused partner engagement. He discusses the company’s focus on being “enterprise-first” and “BaaS-first,” and why doubling down on core fundamentals like responsiveness and relationship-building outpaces flashy strategies.
We unpack how Veeam builds teams ready for their next role, how partner-led success is embedded in everything from hiring to promotions, and why simplicity in execution is often the most powerful differentiator.
Whether you're building channel teams, scaling partner programs, or simply want to hear from someone shaping what excellence looks like in the channel, this one’s not to be missed.
Connect with Alex: https://www.linkedin.com/in/alex-walsh-31b3aa60/
_________________________
Learn more about Channext 👇
https://channext.com/
Watch on YouTube ►
https://www.youtube.com/@channext
#channelmarketing #channelpartners
What does it take to overhaul a 20-year-old partner program at one of the most channel-centric companies in the world? In this episode, we dive into Cisco’s monumental redesign of its global partner ecosystem with Elisabeth De Dobbeleer, VP of Cisco’s Partner Program, and Jason W. Gallo, VP of Value Acceleration.
Together, they unpack why Cisco is reimagining everything - from partner capability metrics to co-innovation frameworks to meet the demands of a rapidly evolving customer landscape. With seismic shifts in AI, cloud, and cybersecurity, Cisco’s new 360 Partner Program is designed not to tweak, but to transform. Elisabeth and Jason share how they're redefining what it means to be a capable partner, why transparency and vulnerability were vital to the program’s design, and how they’re investing $80M in partner readiness to ensure success at scale.
From tracking sentiment across 39,000 partners to rewarding technical depth and lifecycle excellence, this is a masterclass in change leadership, co-creation, and future-proofing your channel.
Whether you're a channel strategist, program architect, or partner marketing lead, this episode offers critical insights into building and rebuilding at scale.
Connect with Elisabeth: https://www.linkedin.com/in/elisabeth-de-dobbeleer/
Connect with Jason: https://www.linkedin.com/in/jagallo/
_________________________
Learn more about Channext 👇
https://channext.com/
Watch on YouTube ►
https://www.youtube.com/@channext
#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we sit down with Luxy Thuraisingam - scientist by training, storyteller by instinct, and a force in tech marketing to unpack what it really takes to build winning channel strategies for the SMB space.
Luxy brings 20 years of experience across B2B, B2C, and B2B2C, revealing why SMBs deserve more than a hand-me-down enterprise strategy. We explore how consumer marketing mindsets can better align with SMB behavior, why brand tone and voice matter more than ever, and how intentionality should drive every partner interaction.
But this conversation goes far beyond strategy. Luxy shares powerful insights on building high-performing, diverse teams, the art of hiring for potential over perfection, and how psychological safety and “speaking the uncomfortable truth” are key to innovation.
Whether you're a channel leader, partner marketer, or aspiring team builder, this episode is packed with practical guidance and energizing leadership lessons.
Tune in to discover how to build with partners, not just for them and why the future of leadership is all about lifting others.
Connect with Luxy: https://www.linkedin.com/in/luxy-thuraisingam/
_________________________
Learn more about Channext 👇
https://channext.com/
Watch on YouTube ►
https://www.youtube.com/@channext
#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we sit down with Chad Dowlen, Senior Director of North American Channels at Dell Technologies, to unpack one of the most remarkable channel transformations in tech history. With over two decades at Dell and 17 years in the channel trenches, Chad offers a firsthand account of the company’s pivot from a direct-only model to becoming a global channel powerhouse.
Chad shares what sparked this strategic shift, how Dell overcame internal resistance, and the cultural evolution that made "partner first" more than just a mantra. From key inflection points like the EqualLogic acquisition to groundbreaking initiatives like Partner First for Storage, Chad takes us behind the scenes of the structural and strategic decisions that changed everything.
We explore how Dell scales partner engagement, nurtures long-term relationships in a high-churn environment, and maintains one of the most tenured channel teams in the business. Chad also provides hard-earned leadership advice for new channel chiefs and outlines the communication strategies that keep 400+ team members aligned and executing.
Whether you're leading a channel team or shaping your company’s route-to-market strategy, this episode is a masterclass in channel leadership, culture, and long-term impact.
Connect with Chad: https://www.linkedin.com/in/chad-dowlen-9672868/
_________________________
Learn more about Channext 👇
https://channext.com/
Watch on YouTube ►
https://www.youtube.com/@channext
#channelmarketing #channelpartners
This week on Partnerships Unraveled, we’re joined by Hans Nipshagen, longtime Akamai channel leader and incoming VP of Channel at edge data center company Enlighten, for a masterclass in scaling new logo acquisition through the channel.
Hans shares how he rebuilt Akamai’s EMEA partner ecosystem from the ground up, prioritizing quality over quantity and zeroing in on the right partners for the right markets. We dig into the real mechanics of driving a partner-led pipeline: aligning AEs and partner managers, embedding business development DNA into your team, and changing the culture from “relationship keepers” to “pipeline creators.”
This episode is especially valuable for channel leaders focused on net-new growth. Hans pulls back the curtain on the tactics that worked, including outcome-focused incentives, clear partner tagging, AE education strategies, and why BD-first hiring transformed his channel team’s performance.
If you’re in the business of building high-performing partner programs, this conversation delivers the roadmap.
Connect with Hans: https://www.linkedin.com/in/hansnipshagen/
_________________________
Learn more about Channext 👇
https://channext.com/
Watch on YouTube ►
https://www.youtube.com/@channext
#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we dive into the remarkable journey of SentinelOne's channel evolution with Brian Kroneman, AVP of Global Programs and Strategy. From the moment SentinelOne declared itself 100% channel-led, Brian has been instrumental in turning that bold promise into a scalable, data-driven reality.
We unpack how building for partners from day one - architecting for MSPs, simplifying enablement, and aligning incentives, helped the company avoid the all-too-common “channel retrofit.” Brian shares candid lessons on program design, internal alignment, and the tools and metrics that turn partnership theory into predictable growth.
This episode is a masterclass in building programs that scale, evolve with complexity, and prioritize transparency and action over empty noise.
Tune in to hear:
- Why SentinelOne unified its entire partner ecosystem under one program framework
- How to design simplicity into even the most layered channel structures
- The KPIs that truly reflect ecosystem value beyond just bookings
- What automation really means for channel velocity and operational scale
- The renewal insight that unlocked significant retention wins, without lifting a finger
Whether you’re scaling a global partner program or just rethinking how to measure success, this one’s not to be missed.
Connect with Brian: https://www.linkedin.com/in/brian-kroneman/
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#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we dive deep into how AI is not just another tech trend but a fundamental shift that’s redefining the future of work, especially within the channel. We’re joined by David Rozzio, Worldwide Head of Commercial Computing at HP, to explore what the rise of AI PCs (AIPCs) means for partners, end users, and the entire technology ecosystem.
David unpacks the four defining benefits of AIPCs, speed, efficiency, security, and personalization, as well as how these intelligent devices are set to transform workflows for roles like sales professionals. He also explains HP’s channel-first approach: from tailored partner enablement programs and tools like the HP Experience App, to outcome-based sales strategies that help partners shift from product selling to solution storytelling.
What makes this conversation particularly valuable for channel professionals is David’s insight into how HP is bridging the AI value chain, combining hardware innovation, ISV collaboration, and training support, to empower partners to deliver tangible, differentiated outcomes.
If you're in the channel and want to understand how to turn AI from a buzzword into a business builder, this episode offers a roadmap and a rallying cry for action.
Connect with David: https://www.linkedin.com/in/david-rozzio-6aa107/
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#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we sit down with Addie Finch, VP of Channels, Americas at Cato Networks, whose journey from TV news anchor to channel leader offers a masterclass in the power of messaging and relationship-driven strategy.
Addie shares how her background in broadcast journalism gave her an edge in distilling complex solutions into clear, compelling narratives, a skill that’s now central to how Cato communicates its unique position in the SASE market. We explore the importance of short-form messaging, persona-based enablement, and the critical difference between partner satisfaction and partner success.
She also opens up about architecting a broad channel strategy that spans MSPs, VARs, GSIs, sub-agents, and more, as well as how Cato tailors its support to each route to market. From walking away from deals to protect partner trust, to redefining what “agility” means in a high-scale channel, this episode is packed with insights on leading with integrity, clarity, and speed.
If you’re designing channel strategies for scale or wrestling with how to earn and keep partner trust, this one is not to be missed
Connect with Addie: https://www.linkedin.com/in/addiebfinch/
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#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we dive deep into the evolving world of distribution and partner strategy with Patrícia Cabrera Perez, Head of Distribution for EMEA at Gigamon. With over two decades of experience spanning LATAM and EMEA, Patrícia brings a unique, heartfelt perspective on the power of channel partnerships, grounded in trust, strategy, and adaptability.
We explore her journey from sending POs via fax machines in Mexico City to orchestrating large-scale channel strategies across Europe. Patrícia shares her insights into the delicate balance between partner volume and value, the frameworks she uses to drive growth, and the art of fostering agility within massive partner ecosystems.
This episode also tackles the rising influence of marketing in distribution, how data and personalization are redefining partner engagement, and why demand generation is the often-overlooked metric every channel leader should obsess over. To round it out, Patrícia opens up about the transformative power of mentorship, both received and given and why leading by example can ripple across an entire ecosystem.
Whether you're a channel veteran or new to the space, this conversation offers strategic depth, personal warmth, and real-world lessons for anyone looking to scale partnerships with purpose.
Connect with Patricia: https://www.linkedin.com/in/patricia-cabrera-perez-80960030/
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#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we sit down with Julius Berger, Senior Director and Head of Corporate Mid-Market at Fujitsu (soon to be Fsas Technology), for a candid and deeply insightful conversation on what it really takes to evolve a channel strategy, especially when it means saying goodbye to the familiar.
Julius shares the story behind Fujitsu’s strategic pivot from a broadline, volume-focused model to a highly targeted, solution-driven channel approach. We explore what it takes to realign your entire partner ecosystem, the emotional complexity of ending long-standing partnerships, and how building with transparency and empathy creates the foundation for new, high-value relationships.
From championing solution selling and embracing partner individuality to redefining the distributor’s role in an AI- and services-led future, Julius offers practical lessons and honest reflections. Plus, he opens up about balancing a demanding channel career with life as a father of three, and why clear communication is his ultimate leadership superpower.
This episode is a must-listen for anyone navigating change in the channel, building for scale, or aiming to lead with both strategy and heart.
Connect with Julius: https://www.linkedin.com/in/julius-berger/
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#channelmarketing #channelpartners
Heather Harlos, Global Programs Enablement & Go-to-Market Leader at Proofpoint, joins Partnerships Unraveled to break down the strategies that truly empower partners and remove friction from the sales process.
In this episode, Heather shares why Proofpoint made the uncommon decision to position its channel programs under sales instead of marketing and why it’s paying off. She and Alex dive into the critical role of marketplaces in partner enablement, the balancing act of making marketplaces partner-inclusive, and how AI and automation are shaping the future of channel strategy.
Key takeaways include:
- The shift from traditional channel tiers to behavior-based partner incentives
- How Proofpoint is enabling partners to sell and implement solutions without vendor involvement
- Lessons from consumer marketing that can transform SMB channel strategies
- Why friction is the #1 killer of partner-driven revenue and how to eliminate it
If you're looking to build a high-impact, partner-led channel program, this is an episode you can’t afford to miss.
Connect with Heather: https://www.linkedin.com/in/heatherharlos/
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#channelmarketing #channelpartners
What do journalism and channel sales have in common? More than you might think.
In this episode of Partnerships Unraveled, we sit down with Steven Kiernan, EMEA Sales Leader at Omdia, to explore his unconventional journey from B2B journalism to leading sales at one of the most respected partner ecosystem research firms. Steven shares how storytelling, trust, and deep listening skills honed in journalism have been critical in his transition to sales leadership.
We also dive into the seismic shifts shaping the channel today, including: - The ongoing battle between born-in-the-cloud partners and traditional resellers
- How large VARs and distributors are adapting (and thriving) in the cloud era
- The SMB market explosion and why distribution remains a key player
- The evolving role of AI in channel marketing and partner strategies
- How hyperscaler marketplaces are disrupting software sales and partner ecosystems
Steven brings his unique analyst-turned-sales-leader perspective to unpack the trends, challenges, and opportunities that channel leaders must navigate over the next five years.
If you're looking for strategic insights on where the channel is headed next, this episode is a must-listen!
Connect with Steven: https://www.linkedin.com/in/steven-kiernan/
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#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we sit down with Matt O’Leary, Head of M&A and Strategic Partnerships at 1Password, to explore what it takes to hire, build, and scale successful partnerships. With experience at Shopify, entrepreneurship, and product management, Matt shares why skills alone aren’t enough energy, curiosity, and adaptability are the real drivers of success.
Key insights from this episode:- Why “philosophical partnerships” working with people who share your values create the best business outcomes
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Why hiring for vibes and adaptability beats hiring for experience alone
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The downside of relying on partner Rolodexes instead of fresh perspectives
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How partnerships, channel, and alliances teams can align for maximum impact
-
Why ecosystem thinking is becoming a must-have strategy for hyper-scaling companies
If you’re looking for practical insights on how to hire and develop a world-class partnerships team, this episode is packed with takeaways you won’t want to miss!
Connect with Matt: https://www.linkedin.com/in/matt-o-leary-88251516/
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#channelmarketing #channelpartners
What does it take to drive real demand in the channel and empower partners for long-term success?
This week on Partnerships Unraveled, we sit down with Ian Thompson, Head of America's SMB Marketing at Cisco, to dive deep into the strategies that fuel partner engagement, demand generation, and sustainable growth.With over a decade of experience spanning distribution, partner marketing, and SMB strategy, Ian shares his unique perspective on what truly moves the needle in channel marketing.
In this episode, we explore: How Ian’s background in distribution shaped his approach to channel strategy
- The 96% success rate of Cisco’s MDF investments—and the best practices that make it work
- Why in-person events still deliver high-impact partner engagement (when done right)
- How Cisco helps partners move beyond one-off lead generation to build long-term demand engines
- The future of cloud adoption in the SMB space and the biggest barriers holding partners back
If you’re looking for proven strategies to maximize MDF, engage partners, and drive lasting growth, this episode is packed with insights you don’t want to miss.
Connect with Ian: https://www.linkedin.com/in/ithompson1/
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#channelmarketing #channelpartners
What happens when a leader from Coca-Cola and L’Oréal enters the world of B2B tech partnerships? Transformation.
In this episode of Partnerships Unraveled, we sit down with Donata Zabielskiene, the global channel leader at Nord Security, to explore her unconventional journey into the channel and how she scaled Nord’s partner program from zero to 10X growth.
Donata shares: - Transferable skills from FMCG to IT - why business fundamentals matter more than industry experience - How to build a channel from scratch - the first three priorities when launching a partner program - The secret to great leadership in a growing channel team - shifting from hands-on execution to strategic direction - Why vendors should rethink hiring - the case for bringing in talent from outside the IT world - Partner marketing done right - beyond content, how vendors can truly support partners in generating demand
If you’re in the channel, this episode is a growth, leadership, and adaptation masterclass.
Connect with Donata: https://www.linkedin.com/in/donata-zabielskiene-a695b99/
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#channelmarketing #channelpartners
Building a great product isn’t enough; you need to find your place in the right ecosystem.
This week on Partnerships Unraveled, we sit down with Dr. Alejandro Canonero, a 35-year technology veteran, PhD, and author, to dive deep into the power of ecosystems and why companies fail when they ignore them. With leadership experience at AWS, Google, Oracle, and HP, Alejandro has seen firsthand how tech giants build and scale through partnerships and what happens when they don’t.
- Why AWS struggled to gain enterprise traction before investing in partners
- The biggest mistake SaaS and AI companies make when entering the market
- How understanding ecosystem battlegrounds gives companies a competitive edge
- Why hyperscalers like AWS, Google, and Microsoft dominate cloud partnerships and what it means for vendors
- The operational mistakes that separate high-performing partner programs from failing ones
Alejandro also shares surprising lessons from Ironman training and how endurance sports offer powerful parallels to building long-term channel success.
If you want a masterclass on ecosystem strategy, go-to-market alignment, and the future of partnerships, this episode is packed with insights you won’t want to miss!
Connect with Dr. Alejandro: https://www.linkedin.com/in/canonero/
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#channelmarketing #channelpartners
What makes channel partnerships in Southern Europe so unique—and why do global strategies often fall short?
In this episode of Partnerships Unraveled, we sit down with Luca Besana, Regional Channel Leader at SentinelOne, to discuss what it really takes to build successful channel programs in markets like Italy, Spain, and Israel. With 15+ years of experience, Luca shares why localization is key, and how vendors can avoid common mistakes when entering these regions.
- Why relationships matter more than product in Southern European channel sales
- The biggest misconceptions vendors have about doing business in the region
- How to balance global consistency with local adaptation in go-to-market strategies
- Why having local presence and personnel is critical for channel success
- The rise of cross-border expansions and what it means for vendors
If you're expanding your channel program in Southern Europe or anywhere with strong local business cultures, this episode is packed with actionable insights!
Connect with Luca: https://www.linkedin.com/in/lucabesana/
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#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we sit down with Norman Guadagno, former CMO of Mimecast and marketing leader with deep experience in B2B tech, cybersecurity, and partner-led growth. Norman shares why marketing teams continue to prioritize direct sales over channel partners and what needs to change.
🎯 Key insights from this episode:
- Why partner-first sales with direct-first marketing creates misalignment
- The three critical steps CMOs must take to fix partner marketing
- Why channel leaders should rethink their relationship with marketing
- The true role of marketing in generating partner-sourced pipeline
- How leading brands successfully integrate channel marketing into their GTM strategy
If you want practical advice on building a marketing strategy that truly supports partners, this episode is packed with insights you won’t want to miss!
Connect with Norman: https://www.linkedin.com/in/normanguadagno/
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#channelmarketing #channelpartners
Trust, relationships, and connection—these are the true foundations of the channel, and few understand this better than Jennifer Anaya, Chief Marketing Officer at Ingram Micro. In this episode of Partnerships Unraveled, Jennifer shares how Ingram Micro is reshaping distribution with innovative technology, unified messaging, and a relentless focus on people.
We explore why trust is the currency of the channel, how mentorship (both giving and receiving) has shaped Jennifer’s career, and why the future of distribution is all about connection. She also unpacks Ingram Micro’s groundbreaking platforms, Xvantage and Ultra, and how they’re eliminating friction to help partners scale. Plus, Jennifer challenges the industry to shift from vendor-first marketing to outcome-driven, customer-centric messaging.
If you’re navigating the complexities of the modern channel—whether in distribution, vendor marketing, or partner enablement—this conversation is packed with insights you won’t want to miss.
Connect with Jennifer: https://www.linkedin.com/in/jenniferbaieranaya/
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#channelmarketing #channelpartners
Too many vendors leave partners to figure out demand generation on their own—and it’s not working.
This week on Partnerships Unraveled, we sit down with Nevzat Bucioglu, Channel Lead for the DACH region at Commvault, to discuss why partner enablement alone isn’t enough—and how vendors can truly fuel partner demand and drive long-term success.
- Why traditional MDF spending, especially on telemarketing fails
- How a "nurture-first" strategy creates higher-quality, sales-ready leads
- The power of co-selling: why vendors should stop throwing leads at partners and start closing deals together
- Why demand generation should take priority over enablement, and how real-world experience is the best training
- How adapting messaging to local markets can make or break your GTM strategy
If you want practical, no-nonsense insights on how vendors can better support partners, this is an episode you don’t want to miss!
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#channelmarketing #channelpartners
Building a partner ecosystem from the ground up isn’t for the faint of heart—it takes vision, strategy, and a deep commitment to collaboration. In this episode of Partnerships Unraveled, we sit down with Larissa Crandall, Global VP of Channel & Alliances at New Relic, to explore how she’s scaling a global partner strategy with precision and impact.
Larissa shares the foundational steps she took to establish a thriving channel program, why she prioritizes quality over quantity when selecting partners, and how she ensures alignment across sales, finance, and the C-suite. We also dive into the importance of an outside-in approach—how listening to partners and customers shapes a winning strategy—and why CFO buy-in is critical for long-term channel success.
From structuring co-sell motions to fostering executive engagement, this conversation is packed with actionable insights for anyone looking to build (or rebuild) a high-performing partner program. Plus, Larissa shares her passion for mentorship and why investing in the next generation of channel leaders is key to sustaining industry growth.
If you're serious about building a channel strategy that scales, this is an episode you don’t want to miss.
Connect with Larissa: https://www.linkedin.com/in/larissacrandall/
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#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we're diving deep into one of the biggest challenges MSPs face: sales and marketing. Joining us is Greg Jones, SVP of Business Development at Kaseya, who shares his unique approach to driving MSP success—by flipping traditional vendor marketing on its head.
Greg unpacks why Kaseya prioritizes partner enablement over product evangelism, offering actionable insights on how MSPs can generate recurring revenue, leverage MDF effectively, and overcome common marketing roadblocks. He also reveals surprising data on what truly drives ROI in partner marketing (hint: it's not big-budget events) and why smaller, more focused campaigns are delivering exponential results.
If you're a vendor or MSP looking to scale, strengthen partner relationships, and drive demand the right way, this episode is packed with invaluable lessons. Tune in to hear how a partner-first mindset isn't just good business—it's the key to long-term success.
Connect with Greg: https://www.linkedin.com/in/gregpjones/
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#channelmarketing #channelpartners
How do you build a channel strategy that actually works for partners? Joe Sykora, SVP of Channel Sales, Distribution, and Alliances at Proofpoint, started his career running an MSP. Now, he’s leading global channel growth at one of the biggest cybersecurity companies in the world.
In this episode, Joe breaks down why most partner programs are overly complicated and how simplifying them can drive real results. He shares his framework for creating predictable revenue, explains why resell margins are fading in favor of service-led profitability, and talks about the growing role of AI in cybersecurity and MSP operations.
Joe also reveals his approach to building a high-performance team, the lessons he’s learned from years in the field, and how he sees the future of the channel evolving. Whether you’re a vendor or a partner, this conversation is packed with insights you can apply today.
Connect with Joe: https://www.linkedin.com/in/joesykora/
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#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we sit down with Laura Dashney, Head of Channel Success at Nextiva, to explore how she built a brand-new role designed to bridge the gap between vision and execution.
Laura shares how her deep industry experience—from founding and selling an agency to leading channel programs—helped her identify a critical missing piece in most organizations: a tactical leader who ensures that strategic initiatives actually get delivered. She explains how Nextiva is reshaping partner support through a pod-based partner management model, the importance of internal alignment, and why partner enablement is the key to success in an increasingly complex market.
We also dive into why in-office collaboration is making a comeback, the future of the channel, and how better execution leads to stronger partner relationships. If you’re a channel leader looking to drive real impact, this episode is packed with insights you won’t want to miss.
Connect with Laura : https://www.linkedin.com/in/lauradashney/
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#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we sit down with Dana Sell, VP of Channel and Mid-Market Sales at Technology Advice, to discuss why marketing is the missing link in channel partnerships.
-Why do vendors struggle to make customers visible in the channel?
-How can marketing be used to recruit and enable partners?
-Why smart partners make decisions based on long-term revenue, not just margins?
- The future of channel alliances and why strategic partnerships will drive success.
Dana shares insights from working directly with CIOs and IT leaders, explaining how vendors and partners can bridge the gap between product, marketing, and sales to create real customer value.
If you are a channel leader looking to drive real ROI from your partnerships, this is a must-watch.
Connect with Dana: https://www.linkedin.com/in/dana-sell-baa0535/
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#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we sit down with Craig Fulton, industry veteran and M&A advisor at Evergreen, to break down what it takes to scale an MSP beyond founder-led sales.
Craig brings 20+ years of experience building high-impact MSP communities (including IT Nation at ConnectWise) and now advises business owners on driving enterprise value and successful exits.
Here’s what we unravel in this episode:
Why Founder-Led Sales Caps Growth – The hidden bottlenecks in MSP sales and why hiring a dedicated salesperson can double or triple customer acquisition.
Building Scalable Sales & Referral Systems – How top MSPs create repeatable processes for generating consistent inbound business.
The Power of MSP Collaboration – Real-world examples of MSPs working together—even with competitors—to drive growth.
Localizing MSP Marketing for Maximum Impact – Why small businesses buy from people they trust, and how sponsoring local events and sports teams can be a game-changer.
Mastering MDF & Partner Programs – The right way for MSPs to secure and leverage vendor marketing development funds to drive real ROI—and why tracking & reporting is the secret to getting more funding.
Why Vendor Partner Programs Often Fall Short – The gaps in vendor support that are failing MSPs and how vendors can better enable their partners to succeed.
Craig’s insights cut through the noise with hard-earned lessons on MSP growth, sales, and marketing. If you're an MSP leader looking to scale smarter, this is an episode you can’t afford to miss.
Connect with Craig: https://www.linkedin.com/in/craigmfulton/
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#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we sit down with Timm Hoyt, SVP of Global Partner Sales and Alliances at Sumo Logic, to break down why companies that prioritize a partner-first strategy see massive long-term success.
- How to shift from a partner-convenient to a partner-centric model
- Why a clear vision is critical for scaling global partnerships
- The hard financial metrics that prove partner-led growth is the future
- The role of AWS Marketplace in simplifying enterprise deals
- How AI and solution providers are reshaping the channel
Timm shares insights from his career-leading channel transformations at Sumo Logic, Druva, and PagerDuty.
If you're a channel leader looking to scale faster and drive revenue through partnerships, this episode is packed with insights.
Connect with Timm: https://www.linkedin.com/in/timm-hoyt-43a853a/
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#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we sit down with Jennifer Judy, a channel powerhouse with 25+ years of experience leading partner enablement, go-to-market strategy, and channel growth at HP.
Here’s what we unravel in this episode:
- The Four Pillars of Enablement – Jennifer breaks down her proven framework: content, communication, education, and accessibility—and why each plays a critical role in partner success.
- Inside-Out Approach to Partner Education – Why training your internal teams first is the key to driving credibility and adoption across the partner ecosystem.
- Bringing Dormant Partners Back to Life – The data-driven nurture campaign that revived non-transacting partners and generated $26 million in revenue—and how you can do the same.
- Navigating Mergers & Acquisitions in the Channel – Lessons from the Poly + HP integration: how to blend ecosystems, manage partner transitions, and maintain revenue without disruption.
- The Right Way to Launch New Products Through Partners – The #1 mistake vendors make when launching new products and services in the channel—and how to avoid rollout disasters.
Jennifer’s insights are practical, data-driven, and battle-tested—this episode is a must-listen for channel leaders, partner marketers, and enablement professionals looking to scale their impact.
Connect with Jennifer : https://www.linkedin.com/in/jenniferjudy/
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#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we’re thrilled to host Anthony Graziano, SVP of Marketing at D&H Distributing, who brings a wealth of experience from decades in the channel. Anthony dives into the evolving role of distribution, highlighting how modern distributors like D&H drive value far beyond traditional fulfillment, acting as strategic enablers at every stage of the partner journey.
Anthony sheds light on how distributors are empowering vendors and partners to thrive, from leveraging advanced analytics to uncover new opportunities to enabling partners with marketing automation tools and multi-vendor solutions.
Key insights include:
- Dispelling misconceptions about distribution’s role in the channel.
- Activating and scaling the "long tail" of partners to diversify risk and drive growth.
- How D&H’s “market to grow” strategy delivers measurable ROI for vendors.
- The transformative role of AI in hyper-personalizing marketing and enabling partners to future-proof their businesses.
Whether you’re a channel leader, a partner strategist, or simply passionate about the future of distribution, this episode is packed with actionable strategies and future-focused insights.
Connect with Anthony Graziano: Connect with Anthony Graziano:https://www.linkedin.com/in/anthonygrazianofla/
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#channelmarketing #channelpartners
In this milestone episode of Partnerships Unraveled, we welcome Yuval Dvir, Global Director of Online Platforms and Ecosystems for Google, to explore how one of the world’s most iconic brands leverages channel partnerships to expand its reach and redefine productivity.
Yuval shares his remarkable journey, working with industry giants to drive transformative strategies and challenge the status quo With a deep focus on meeting customers where they are, Yuval unpacks Google’s innovative approach to scaling partnerships across diverse verticals such as eCommerce, OEM, retail, and online platforms. He also supports deeptech startups to adopt SaaS strategies to productionize and scale their products.
Key takeaways include:
- Building scalable, high-impact channel architectures.
- Strategically meeting customer needs at critical decision-making moments.
- Balancing short-term wins with long-term growth strategies.
- How emerging technologies like AI and quantum computing are reshaping the channel ecosystem.
Connect with Yuval Dvir:https://uk.linkedin.com/in/yuvaldv
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#channelmarketing #channelpartners
In this engaging episode of Partnerships Unraveled, we sit down with Akilah Murrell, Senior Manager of Channel Marketing at 360 Insights and podcast host of Channel Talks. Akilah shares her expertise on building meaningful vendor-partner relationships, implementing impactful marketing strategies, and empowering partners at every stage of their journey.
Discover how Akilah’s unique perspective—shaped by working with both vendors and partners—helps bridge gaps, foster trust, and ensure mutual success in the channel ecosystem. From understanding the importance of partner feedback loops to leveraging organic marketing strategies, Akilah provides actionable insights for channel professionals looking to elevate their game.
Highlights include:
- The magic of collaboration between vendors and partners.
- Practical tips for collecting and acting on partner feedback.
- Using simple, organic marketing techniques to drive growth.
- The transformative impact of authenticity and video storytelling in modern marketing.
Don’t miss this deep dive into the future of channel marketing, where authenticity and innovation are reshaping the landscape.
Connect with Akilah Murrell:https://www.linkedin.com/in/akilahmurrell/
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#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we explore the transformative world of channel strategy and partner enablement with Eric Torres, VP of Channel and Community at Pax8. Eric shares his journey from being an MSP to becoming a leading figure in the channel, offering a unique perspective on the opportunities and challenges facing MSPs today.
We discuss how Pax8 is revolutionizing partner enablement with its innovative Voyager Alliance Program, which combines funding opportunities with tailored benefits to drive growth and empower partners. Eric highlights Pax8’s commitment to community building and their ability to foster collaboration among partners—even competitors—through dynamic events and initiatives.
Join us as we uncover what makes Pax8’s approach to the channel so impactful and how they continue to shape the partner ecosystem landscape.
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#channelmarketing #channelpartners
In this episode of Partnerships Unraveled, we sit down with Torben Sebens, a veteran of the IT industry with over three decades of experience spanning engineering, sales, and partner ecosystems. Torben shares his expert insights on how the channel landscape has transformed and the critical role that partners play in today's fast-evolving technology space.
Key topics we dive into:
- The evolving value of partners in bridging technological innovation with client needs.
- The rise of hyperscalers and their impact on traditional partner roles.
- How global systems integrators (GSIs) are reshaping enterprise IT strategies.
- The game-changing potential of AI and how it opens new opportunities for channel innovation.
- Best practices for fostering collaboration and reducing channel conflict.
Torben’s unique perspectives, drawn from his deep engineering roots and sales leadership, make this a must-watch for channel professionals, partner marketers, and anyone looking to navigate the complexities of today’s partner ecosystem.
Tune in for actionable advice, thought-provoking stories, and strategies to enhance partner engagement and drive success in the channel.
Connect with Torben: https://fr.linkedin.com/in/torben-sebens-8a8158
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This week on Partnerships Unraveled, we welcome Luca Marinelli, a seasoned leader with over 30 years of experience across tech giants like Microsoft, Cisco, Citrix, and Check Point. Currently the COO of blinkoo, Luca joins us to share invaluable lessons from his career spanning vendors, distribution, and the SMB and enterprise channels.
Luca reveals the unique insights he gained from working on both sides of the channel, highlighting the critical role of distribution in understanding the entire value chain and crafting effective go-to-market strategies. We also explore the nuances of building scalable SMB programs versus driving high-value, complex enterprise solutions.
From enabling partners with simplified automation tools to tailoring strategies for specific verticals, Luca’s approach emphasizes aligning with partner needs to deliver impactful outcomes. He also sheds light on the future of the channel, touching on opportunities in cybersecurity, IT optimization, and the evolving hybrid cloud landscape.
Whether you're navigating SMB complexities or scaling enterprise partnerships, this episode is packed with actionable takeaways to elevate your channel strategy. Tune in for a masterclass in partnership excellence!
Connect with Luca: https://www.linkedin.com/in/luca-marinelli-3911b22/
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This week on Partnerships Unraveled, we welcome Jessica Reece, Head of Strategic and Managed Service Provider Sales at Check Point, for an in-depth discussion on shaping successful MSP partnerships. With over 15 years in cybersecurity, Jessica shares her expertise on fostering collaboration, flexibility, and differentiation in a competitive channel ecosystem.
In this episode, we cover:
• How listening to MSPs can uncover new opportunities and enhance go-to-market strategies.
• The importance of horizontal and vertical partnerships in delivering unified solutions.
• Strategies for empowering MSPs to differentiate through tailored marketing and program design.
• Leadership insights on team building, retention, and creating a culture of continuous learning.
Jessica also shares actionable advice for aspiring channel professionals and the tools every MSP needs to thrive in today’s rapidly evolving market. Don’t miss this masterclass on channel innovation and partnership growth!
Tune in now to unlock key strategies for MSP success!
Connect with Jessica: https://www.linkedin.com/in/jessica-reece-check-point/
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In this episode of Partnerships Unraveled, we sit down with Rob Rae, Corporate Vice President of Communities and Ecosystems at Pax8, a leading cloud marketplace redefining how MSPs and SMBs purchase technology. Rob brings his deep industry expertise, spanning over 20 years in the managed services space, to deliver actionable insights for channel professionals.
Rob shares the critical criteria Pax8 prioritizes when evaluating vendors, emphasizing innovation, managed services focus, and technologies that genuinely add value to MSPs' offerings. He highlights the importance of maintaining a pulse on the market through constant engagement with MSPs worldwide and how listening to their needs fuels Pax8’s decision-making and growth strategy.
We dive into the unique culture of collaboration within the MSP community, contrasting it with the often siloed nature of vendors, and explore why fostering open knowledge-sharing is key to industry evolution. Rob also outlines the top opportunities and challenges MSPs will face in the coming years, from leaning into AI and expanding globally to transitioning from solution providers to strategic advisors.
Whether you're an MSP, vendor, or channel strategist, this episode is packed with valuable perspectives on building partnerships that drive innovation and growth. Don't miss this conversation with one of the channel's most dynamic leaders!
Connect with Rob: https://www.linkedin.com/in/robtrae/
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In this episode of Partnerships Unraveled, we're joined by Elise Carbone, Partner Sales Leader for EMEA and APAC at Deltek, as she reveals the keys to building lasting partnerships in the channel. Elise shares how her consulting background influences her strategic approach to empowering partners and driving collaboration across regions. From fostering transparency and trust with partners to aligning KPIs for mutual success, Elise delivers practical insights for channel leaders.
She also explores how partner-to-partner collaboration and emerging technologies like AI are transforming the way organizations scale and enable their ecosystems. If you're managing complex regions, navigating the shift from direct sales to channel models, or simply looking to strengthen your partner relationships, this episode is packed with lessons you can apply right away.
Tune in to discover how to lead with clarity, adapt to regional challenges, and build a future-ready partner program.
Connect with Elise: https://www.linkedin.com/in/elisecarbone/
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In this episode of Partnerships Unraveled, we dive deep into the transformative power of trusted advisors in the channel with Drew Lydecker, Co-founder and President of AVANT Communications. With a career spanning influential roles at WorldCom, AT&T, and CDW, Drew has firsthand insights into how technology adoption and partner ecosystems have evolved into indispensable drivers of enterprise success.
Together, we explore:
- The shift from brand loyalty to best-of-breed solutions and its impact on decision-making.
- Why trusted advisors are becoming the cornerstone of IT strategy, navigating choice overload for CIOs and CTOs.
- The growing role of OpEx models in reshaping the market landscape.
- Predictions for the channel’s evolution over the next five years, and how vendors can align with this seismic shift.
Tune in for actionable strategies and Drew’s unique perspective on building partnerships that truly last.
Connect with Drew : https://www.linkedin.com/in/drew-lydecker/
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In this episode of Partnerships Unraveled, we sit down with Lisa Campbell, VP of SMB at CrowdStrike, to explore how CrowdStrike is redefining cybersecurity for small and medium businesses.
Lisa shares how CrowdStrike is adapting its enterprise-grade solutions to meet the unique needs of SMBs, including the launch of Falcon Go, a simplified and powerful cybersecurity offering. She discusses the rising challenges in the SMB space, the role of AI in breaches, and why strategic partnerships—like their collaboration with 1Password—are critical to success.
We also delve into:
- How executive leadership can drive innovation and align go-to-market strategies.
- The art of identifying “philosophical partners” for long-term channel success.
- Why focusing on customer needs and fostering collaborative partnerships leads to better outcomes.
If you’re interested in cybersecurity, channel strategies, or the SMB market, this episode offers insights you won’t want to miss.
Listen now to gain valuable takeaways for your own channel journey.
Connect with Lisa: https://www.linkedin.com/in/elizabethlisacampbell/
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How do you build a channel strategy that drives growth without sacrificing trust? In this episode of Partnerships Unraveled, Sunil Dutt, EMEA Partnerships Leader at DevRev, joins the show to share his journey from startup veteran to channel visionary.
With insights shaped by his experience at companies like Symantec, Nutanix, and Salt Security, Sunil reveals how DevRev is transforming the way startups navigate fragmented ecosystems, balance innovation with disruption, and foster partnerships built on trust.
Whether you’re scaling a new business or rethinking your channel strategy, this conversation is packed with actionable insights for channel leaders.
Tune in to discover how DevRev is shaping the future of channel partnerships and what it takes to build a winning strategy in a competitive landscape.
Connect with Sunil: https://www.linkedin.com/in/sunildutt/
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In this episode of Partnerships Unraveled, we dive into the art and science of channel and partner marketing with Laura Garrido, EMEA Marketing Lead at SentinelOne. With 15 years of experience at leading cybersecurity companies, Laura brings a wealth of knowledge on crafting global strategies that resonate locally.
We explore the dynamics of building trusted partner relationships across regions, the challenges of balancing globalization with localization, and the transformative potential of campaigns in a box—when done right. Laura shares actionable insights on fostering partner engagement, measuring ROI in the channel, and the emerging role of unified go-to-market alliances.
Whether you're looking to refine your partner marketing strategy or navigate the complexities of regional nuances, this episode is packed with insights to elevate your channel game.
Tune in to discover how to make your partner marketing efforts truly resonate—and deliver measurable results.
Connect with Laura: https://www.linkedin.com/in/lauragarridoarias/
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In this episode of Partnerships Unraveled, we're thrilled to welcome Asher Mathew, CEO and Co-Founder of Partnership Leaders, the largest global community dedicated to partnerships and ecosystems. Join us as Asher and Alex dive deep into the evolution of the Chief Partnerships Officer (CPO) role, exploring how it has emerged as a critical function in today's business landscape.
Asher shares insights into the driving forces behind this role’s growth, from the prioritization of relationships to the integration of horizontal and vertical partnerships. Plus, we discuss actionable advice for channel leaders aspiring to transition into CPO roles, including the skills, strategies, and mindsets required to succeed at the C-suite level.
Tune in to discover how organizations can leverage partnerships to drive innovation, efficiency, and customer-centric solutions.
Connect with Asher: https://www.linkedin.com/in/ashermathew
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How do you stand out in a crowded market while driving real value for your channel partners? This week on Partnerships Unraveled, we explore the answer with Alex Ruslyakov, Chief Channel Officer at Acronis.
In this episode, we delve into Acronis' three key differentiators: simplifying complex cybersecurity and data protection solutions, building seamless cross-sell capabilities into their unified platform, and redefining partner relationships through a "business developer" approach. Learn how these strategies empower MSPs to scale efficiently, improve their service offerings, and deliver exceptional customer value.
Alex also shares the details behind Acronis’ unique TeamUp and Sports Ignite programs—groundbreaking initiatives that connect partners with sports organizations to elevate brand visibility, build customer loyalty, and forge deeper relationships. Plus, hear how Acronis leverages sales development funds as both an investment tool and a growth catalyst for partners.
Don’t miss this in-depth discussion on building smarter, more strategic partnerships.
Connect with Alex: https://www.linkedin.com/in/alex-ruslyakov
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This week on Partnerships Unraveled, we’re thrilled to welcome Tina S. O’Dell, Director and Chief of Staff of Global Partner Marketing at Juniper Networks. With over 25 years in high-tech and deep expertise on both the vendor and partner sides of the channel, Tina brings unparalleled insights into effective partner marketing strategies.
Join us as we dive into:
- The often-overlooked power of channel marketing and how it fuels ROI.
- Why investing in smaller partners can deliver bigger rewards than focusing solely on large players.
- The art of creating flexible, scalable MDF programs that cater to both small and large partners.
Tina’s unique perspective highlights the importance of adapting your channel approach to support all partner types, leveraging their strengths to access untapped markets and drive results. From honest ROI reporting to empowering smaller partners to thrive, this conversation provides practical strategies to refine your partner marketing playbook and ensure mutual success.
Connect with Tina: https://www.linkedin.com/in/todell/
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In this must-watch episode of Partnerships Unraveled, Alex Whitford is joined by Heather K. Margolis, a recognized powerhouse in the world of channel and partner strategy, for a conversation packed with insights, bold predictions, and actionable advice.
Heather’s story is nothing short of inspiring. From founding Channel Maven in 2009 to building and selling two companies to 360 Insights, she’s now embarking on the reinvention of Channel Maven to tackle the challenges of a rapidly changing industry. Heather reveals how shifting market dynamics and boardroom decisions are reshaping the roles of channel chiefs and partnerships leaders—and how businesses can adapt to stay ahead.
This episode is a goldmine for anyone in channel marketing, partner enablement, or revenue leadership. Key topics include:
- Why partnerships are becoming more strategic while traditional channels face declining influence.
- The hidden cost of eliminating the channel chief role—and why companies are bringing it back.
- Heather’s cutting-edge 12-course curriculum, designed to arm CMOs and CROs with the tools they need to succeed in a channel-first world.
- Practical strategies for co-selling, building partner ecosystems, and creating long-term value through partner lifetime strategies.
- Why the concept of “campaigns in a box” needs a total rethink—and how to truly empower partners with modern marketing approaches.
Heather also shares thought-provoking insights on how VCs and tech companies are rethinking their channel strategies, especially in global markets like Europe, where customer behavior demands a partner-first approach.
Connect with Heather : https://www.linkedin.com/in/heatherkmargolis
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In this episode of Partnerships Unraveled, we’re joined by Antoine Jebara, Co-Founder of JumpCloud and General Manager of their MSP business. Antoine shares how a partner-driven strategy has propelled JumpCloud into over 160 countries, emphasizing the power of localization and trust in building successful partnerships.
Learn how JumpCloud enables MSPs to thrive with tailored programs, actionable feedback loops, and a revamped partner framework that adapts to businesses at every stage. Antoine also highlights the importance of fostering community, empowering small MSPs to grow, and aligning product development with partner needs.
Whether you’re a channel veteran or new to partnerships, this episode offers inspiring stories and practical insights on building trust, driving growth, and shaping the future of the channel. Tune in to explore how JumpCloud turns collaboration into success.
Connect with Antoine: https://www.linkedin.com/in/antoine-jebara-a9171255/
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In this episode of Partnerships Unraveled, we’re joined by Jasmina Muller, Chief Ecosystem Officer at Titan Cloud Storage. Jasmina takes us through her journey of channel leadership, drawing on over 25 years of experience in the field and an impressive career in direct and channel sales.
Discover the unique challenges and opportunities in building a channel from the ground up, especially within startup environments where budgets and resources are tight. Jasmina shares actionable insights on setting ambitious yet achievable KPIs, identifying the ideal partner profile, and navigating the delicate balance of direct and indirect sales.
With candid reflections on her own successes and failures, Jasmina also offers advice on fostering trust with partners, overcoming channel conflicts, and developing a collaborative co-sell motion that drives real results. Plus, get a sneak peek at her favorite "pivot" moments, her strategic approach to long-term planning, and how she sees the channel evolving.
Whether you're a channel leader, aspiring partner manager, or simply curious about the intricacies of partnerships, this episode is packed with practical advice and inspirational stories. Tune in to learn how Jasmina transforms challenges into opportunities and why patience and persistence are key to building a thriving channel.
Connect with Jasmina: https://www.linkedin.com/in/jasminamuller/
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In this episode of Partnerships Unraveled, we interview Michelle Ragusa-McBain, VP of Global Channels at SonicWall, about building a successful channel program by listening to partners and acting on their feedback. Michelle explains how SonicWall’s "outside-in listening" approach shaped their SecureFirst program, making it more flexible and partner-focused.
We dive into the specific changes the SonicWall team made to meet partner needs, like introducing flexible consumption models and offering Market Development Funds (MDF) to support co-marketing efforts. Michelle also shares how trust and long-term relationships have kept SonicWall’s partners loyal for decades.
Additionally, we discuss the role AI plays in both enabling partners and defending against cyber threats. Michelle explains how SonicWall is using AI to improve support, training, and protection against cyberattacks, which are becoming increasingly sophisticated.
Join us as we explore practical ways to strengthen partner programs, use AI effectively, and maintain trust in a competitive industry.
Connect with Michelle: https://www.linkedin.com/in/michelleragusamcbain/
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In this episode of Partnerships Unraveled, we sit down with Mayka Rosales-Peterson to explore the evolving role of marketing in the channel. Mayka shares her no-nonsense approach to marketing in the channel, drawing from her experience working with hundreds of partners.
Mayka talks about the biggest misconceptions partners have about marketing and why going digital is no longer optional—it’s essential for growth. She explains how marketing has become the new sales, especially for millennial and Gen Z decision-makers who prefer digital engagement over traditional sales tactics.
We also hear a success story of how Mayka helped a partner build their marketing from the ground up, showing that even small steps like creating a basic online presence can lead to big results. She stresses the need to focus on both acquiring new customers and nurturing existing ones, with marketing playing a central role in both.
Join us for practical advice on how vendors can give partners real marketing support, from customized resources to building stronger, lasting relationships.
Connect with Mayka: https://www.linkedin.com/in/mayka-rosales-peterson/
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In this episode of Partnerships Unraveled, we welcome Anna-Maria Löweberg, Head of Partner Organization EMEA at HashiCorp. With over 20 years of experience, Anna-Maria brings a wealth of insights into building channel programs that effectively navigate the complexities of the EMEA market.
Anna-Maria shares her approach to tackling the unique challenges of a region as diverse as EMEA—where factors like language, local regulations, and cultural nuances demand a tailored strategy. We discuss the power of leveraging local partners who understand these intricacies and the importance of balancing centralized and localized approaches to drive growth effectively.
She also highlights the value of creating partner advisory councils, listening deeply to partners, and building trust by acting on feedback. In Anna-Maria’s view, a successful channel is more than a network—it’s a collaborative ecosystem where mutual understanding and shared values drive success.
Join us as we explore practical strategies for building strong partner relationships and driving channel success across complex, international markets.
Connect with Anna-Maria on LinkedIn: https://www.linkedin.com/in/aloweberg/
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In this episode of Partnerships Unraveled, we chat with Kathy Mazza, Head of Channel Sales at Ooma, as she shares her insights from nearly 30 years in the tech industry. Kathy dives into the unique challenges and strategies of building a channel program within a company traditionally focused on direct sales.
She explains how Ooma has navigated the delicate balance between direct and channel sales, emphasizing the importance of trust and long-term relationships with partners. Kathy also discusses the evolving role of the trusted advisor and why, in today’s crowded market, customers are increasingly turning to these advisors rather than direct sales reps.
Kathy highlights the value of marketing in driving partnerships, sharing success stories from Ooma’s campaigns and how they empower partners to unlock growth. Additionally, she offers practical advice on leveraging proactive communication and partner engagement to maintain high partner satisfaction and drive consistent results.
Join us for this episode as we explore the power of building trust, the art of channel marketing, and the importance of the trusted advisor in modern partnerships.
Connect with with Kathy Mazza on LinkedIn: https://www.linkedin.com/in/kathy-mazza-698a32/
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Unlock the power of cloud marketplaces with Rick Buijserd, Senior Partner Development Manager EMEA at AWS. Dive into how Independent Software Vendors (ISVs) can elevate their go-to-market strategies, resulting in higher win rates, faster sales cycles, and larger deal sizes. Rick reveals how AWS is transforming the marketplace landscape by prioritizing a customer-centric approach that mirrors Amazon’s success in both B2B and B2C sectors.
Discover the six essential traits of successful marketplace sellers—from strategic product selection to leadership commitment. Rick explains how training, collaboration, and operational excellence can align marketplace efforts with existing sales processes, turning abstract partnership ideas into concrete actions.
Ready to learn more? Listen to the full episode now and take your marketplace strategy to the next level!
Connect with Rick Buijserd on LinkedIn: https://nl.linkedin.com/in/rickbuijserd
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In this episode of Partnerships Unraveled, we sit down with Greg Finnigan, a seasoned channel leader with over 25 years of experience, including his time leading the SMB partner strategy at AWS. Greg shares his unique insights on how AWS is redefining the channel through a strong focus on customer obsession.
We explore the challenges and opportunities of building customer-centric channels, especially in the SMB market, and why aligning partner and customer goals is essential for long-term success. Greg also dives into how AI and automation are set to reduce the operational burdens on partner managers, allowing them to focus more on relationship-building and driving value for customers.
Key takeaways include:
- The importance of balancing customer and partner centricity.
- How AWS encourages partners to align with customer needs for better outcomes.
- How AI will transform the role of partner managers and boost efficiency.
- Why SMBs need trusted advisors early in the buying journey to make informed decisions.
Join us for an insightful discussion on the future of partnerships and how to scale success in a rapidly changing channel landscape.
Connect with Greg Finnigan on LinkedIn: https://www.linkedin.com/in/greg-finnigan/
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In this insightful episode, we welcome Jay McBain, Chief Analyst at Canalys, to discuss the evolving world of partnerships and the "decade of the ecosystem." Jay shares his expertise on key shifts in the B2B landscape and highlights five major trends for 2024 that every channel leader should know:
- B2B Buying is Changing – New buyers prefer digital-first, digital-only solutions and prioritize seamless integrations over traditional sales interactions.
- 2024: The Year of Platforms – The most successful companies are now platform-driven, enabling partners to add value and enhance offerings through ecosystems.
- Partner Compensation is Shifting – It’s no longer just about the point of sale. Compensation should now align with the value partners bring throughout the customer journey.
- The End of the Cookie – With the decline of third-party data, second-party data from partnerships becomes essential for accurate marketing and customer insights.
- Generative AI’s Real Opportunity – While AI is exciting, its true potential lies in integrating with business data to drive smarter, long-term operations.
Jay urges leaders to move from hype to operational excellence, showing how to measure, manage, and optimize partnerships to stay ahead in the ecosystem-driven economy. Tune in for practical advice and forward-thinking strategies to transform your partnerships in 2024 and beyond.
Connect with Jay McBain on LinkedIn: https://www.linkedin.com/in/jaymcbain/
Timestamps:
00:00 Introduction and Background
08:46 The Changing Landscape of B2B Buying
14:28 The Rise of Platforms in 2024
18:48 Shifting Partner Compensation to the Point of Value
26:13 The End of Third-Party Data and the Rise of Second-Party Data
37:29 Generative AI: A Huge Opportunity, but Not Instantaneous
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How did AvePoint pivot from catering exclusively to enterprise clients to embracing the SMB market with such success? Join us this week on Partnerships Unraveled, where we promise you'll uncover the strategic genius behind this transformation. Our special guest, Scott Sacket, Senior Vice President of Partner Strategy at AvePoint, reveals how the democratization of technology through cloud services inspired the company to overhaul its go-to-market approach. Learn about the complexities and rewards of leveraging channel partnerships and cloud marketplaces, drawing inspiration from Microsoft's model.
Building robust distribution relationships and transitioning from direct to indirect sales is no walk in the park. Scott dissects the nuts and bolts of working with distributors to achieve co-sell and enablement. We highlight the shift from a product-centric sales model to one that prioritizes partner lifetime value, showcasing how sustained collaborations fuel significant business growth.
Experience the entrepreneurial spirit that has been a driving force behind AvePoint's channel-building success. With stories of innovation inspired by founder-led management and C-suite sponsorship, Scott illustrates the importance of maintaining a visionary approach similar to industry leaders like Steve Jobs.
Tune in to understand how smart partnering, marketplace integration, and continuous evolution can meet the unique needs of SMBs while delivering top-tier technology solutions.
Connect with Scott Sacket on LinkedIn: https://www.linkedin.com/in/scott-sacket-9b82405/
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Ever wondered how distributors went from mere "box movers" to indispensable players in the tech ecosystem? This week on Partnerships Unraveled, we welcome Toni Drk from Hewlett-Packard Enterprise, a veteran with 20 years of channel experience.
Toni reveals the seismic shifts in the role of distributors and how they are crucial in scaling partner acquisition and management, especially during phases of hyperscale growth. We'll unpack how distributors are not just amplifying sales but are also essential in supporting niche solutions like AI. Plus, Toni provides valuable insights into the tricky balance of implementing centralized strategies while ensuring they're customized for local markets by local champions.
But that's not all! We also dive into the complex web of channel management, stressing the importance of synergy among sales, marketing, tech, and operations. Toni sheds light on the challenges faced by channel marketers, particularly when dealing with resource-strapped SMB partners, and how automation and AI are revolutionizing these dynamics.
Don't miss this episode packed with expert knowledge and forward-thinking ideas!
Connect with Toni on LinkedIn: https://www.linkedin.com/in/tonidrk/
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Unlock the secrets to exceptional channel and event marketing as we sit down with Amy Bailey, the mastermind behind Unusually Unusual Consulting. Amy brings her extensive experience from her tenure at Telarus to shed light on the nuances of executing highly impactful partner advisory boards. Expect to learn the critical steps— from thorough pre-work to ongoing follow-up—that transform these boards into some of the most valuable events for partners.
Next, we explore the blueprint for a compelling online presence in the B2B and SMB markets. Amy shares actionable insights on optimizing websites, LinkedIn profiles, and social media to position partners as trusted advisors. Tune in to discover the importance of thought leadership and receive practical advice on avoiding the pitfalls of duplicate content. We also discuss the benefits of vendor-agnostic campaigns and how the Channel Marketing Association fosters best practices among channel marketers. If you're looking to elevate your partner marketing game, this episode is a must-listen!
Connect with Amy on LinkedIn: https://www.linkedin.com/in/amybailey1/
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Ever wondered how to navigate the complexities of managing large-scale tech partnerships? Join us as we sit down with Stacy Betts who shares his invaluable insights on working with Cisco's top U.S. partners.
Stacy reveals his secrets for aligning thousands of salespeople, maintaining engagement amid constant change, and striking the perfect balance between high-volume and high-value strategies. Discover how digital technology can streamline processes while nurturing long-term customer relationships and why a lifecycle approach is crucial in today’s subscription-driven market.
In this episode, Stacy delves into the philosophy of experimentation within complex channel environments and the importance of failing forward. He also highlights the significance of pre-sales collaboration and formalizing roles early in the sales process to achieve better customer outcomes and increased revenue.
Connect with Stacy: https://www.linkedin.com/in/stacybetts/
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Jeremy Balius, managing director and co-founder of Filament, shares valuable insights on the challenges partners face in distinguishing themselves and the importance of providing solution-based content instead of just product specifics.
We also explore the unique hurdles that SMB partners encounter in outbound selling. From the importance of continuous communication to the necessity for customizable core campaigns, we explore how vendors can better support SMB partners. Highlighting examples from industry giants like Microsoft and Cisco, we discuss the benefits of tailored, automated marketing support and the effectiveness of focusing on specific verticals to meet diverse market needs.
Finally, we discuss the strategic advantages of value-based selling and creating niche-specific content. Learn how understanding the distinct pain points of various industries can help partners segment their audiences more effectively.
Connect with Jeremy on LinkedIn: https://www.linkedin.com/in/jeremybalius/
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Gaidar Magdanurov, President of Acronis, shares the innovative approach Acronis has taken to evolve from a backup company into a leader in cyber protection. Gaidar shares the essential steps Acronis is taking to empower their partners, including robust technical and sales training, enabling them to effectively communicate the value of holistic security solutions to their customers.
We also tackle the critical components for Managed Service Providers (MSPs) to thrive, from customer acquisition to upselling strategies and the importance of a solid backup and recovery policy. Gaidar discusses the power of value-based marketing, showcasing how MSPs can frame their services in terms of customer value rather than technical jargon.
Connect with Gaidar: https://www.linkedin.com/in/gaidar/
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#channelmarketing #channelpartners
Unlock the secrets of the SMB channel as we bring you an insightful conversation with Maciek "Magic" Szczesniak. Magic takes us through his transition from the corporate world to founding his own venture, Go With Magic, and shares his passion for empowering SMBs and channel partners.
Explore the transformative power of AI and effective marketing strategies tailored specifically for SMBs. Magic delves into the importance of communicating clear, business-oriented messages and leveraging channel partners to expand reach. Learn how AI can provide a competitive edge by enhancing productivity, unlocking new business opportunities, and addressing resource constraints.
Transitioning from being a traditional reseller to a Managed Service Provider (MSP) can be daunting, but Magic offers practical strategies to help navigate this complex journey. From developing service packages to managing deferred revenue, and from consultative sales to system integration, gain insights on making this shift profitable. Join us for an episode packed with actionable advice and industry expertise!
Connnect with Magic: https://www.linkedin.com/in/mszczesniak/
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#channelmarketing #channelpartners
Sam Valme, Senior Director of US Channel Sales at AvePoint, discusses the importance of channel partnerships for ISVs and the strategic decision to focus on the channel after going public. He highlights the need to leverage the sales force through the channel and the role of distribution partners, MSPs, VARs, and SIs.
Sam shares the process of building and formalizing AvePoint's global partner program, including developing a dedicated team, listening to regional partners, and creating a partner portal. He emphasizes the importance of executive buy-in, building a purpose-built platform for partners, and providing enablement and education.
Sam also discusses the advantages of growing the long tail of partners, the financial differences in running a channel, and the importance of winning the hearts and minds of engineers within partner organizations.
Connect with Sam Valme: https://www.linkedin.com/in/samvalmejr/
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#channelmarketing #channelpartners
What are the essential strategies for mastering SMB channel management? Join us as we uncover the secrets with Oren, an experienced channel expert who brings over two decades of wisdom to the table. Currently at the helm of the SMB sales organization for EMEA at Sophos, Oren offers a deep dive into the nuanced differences in managing SMB partners versus larger partners. We'll unpack the significance of volume growth, predictability, and profitability and reveal why automation and streamlined communication are critical for handling smaller partners effectively.
Oren shares his keen insights into the importance of distributor enablement, how to drive reseller engagement, and the profound impact of rebate strategies. Learn how vendors and distributors can collaborate to foster sustainable growth and achieve predictable business outcomes.
But that's not all. We also explore the pivotal role of distribution strategies in optimizing long-tail segments and maintaining vendor-distributor alignment. Oren emphasizes the importance of tracking KPIs and the need for regular, segmented reviews to understand performance. We delve into the value of varied experiences for channel leaders, mentorship of young talent, and the unique opportunities available in distribution. Tune in to discover practical strategies and inspiring stories that will help you succeed in SMB channel management!
Connect with Oren: https://www.linkedin.com/in/orenyehudai/
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Prepare to revolutionize your understanding of AI's role in business with channel leader Christian Goffi from Nutanix. Discover how AI transforms customer-facing and internal operations, and learn why structured data and language models are critical for agility and improved customer interactions.
We're also redefining partner enablement and relationship building. Move beyond the outdated, repetitive training sessions and embrace dynamic, effective strategies that cater to modern learners. We'll share insights on how to create engaging, timely training content that aligns with immediate needs and fosters confidence in selling.
Finally, we'll tackle the often-overlooked importance of measuring the ROI on Marketing Development Funds (MDF) and the pivotal role of distribution in go-to-market strategies. Tune in to learn how to secure future MDF through merit-based allocation and the essential contributions of a well-thought-out distribution strategy to business success.
Connect with Christian on LinkedIn: https://www.linkedin.com/in/christian-goffi-7665622/
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Ready to unlock the secrets of the SMB and mid-market channel? Join us on Partnerships Unraveled as we navigate this evolving landscape with Anurag Agrawal from TechAisle. Discover how industry giants like Cisco and Microsoft are directing their efforts toward these segments.
Anurag shares his valuable insights on SMBs' unique behaviors and challenges, their keen interest in AI and cloud solutions, and the essential shift toward customer-centric strategies for engaging smaller, loyalty-driven partners.
We also tackle the complexities that IT vendors face when it comes to channel marketing and partner incentives. Learn the vital importance of marketing both to and through partners, and the transition from traditional monolithic systems to adaptable modular stacks.
Anurag delves into the diminishing role of Market Development Funds (MDF) and the rise of Solution Development Funds (SDF) and outcome-based financing, which are proving to be more impactful.
Tune in to understand how AI-powered PCs and workshops can drive SMB success, and why extended battery life and business application compatibility are crucial. This episode is packed with actionable strategies for vendors aiming to thrive in this competitive market.
Connect with Anurag: https://www.linkedin.com/in/anuragagrawal1/
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Unlock the secrets to revolutionizing your partner programs with insights from Harold, a seasoned channel expert at Trend Micro. On this episode of Partnerships Unraveled, Harold shares invaluable strategies for launching new partner programs that prioritize customer needs and foster a seamless transition from transactional to service-oriented models. Learn how to implement back-end rebates and front-end discounts to shape partner behaviors and enhance managed services, all while putting the customer at the core of your strategy.
Discover the power of nurturing and rewarding partners throughout the entire customer journey, not just at the point of sale. Harold sheds light on innovative approaches like referral fees to recognize the vital role of partners in building customer relationships. Understand the importance of collaboration and specialization among partners, ensuring that both large enterprises and small, specialized firms can thrive and contribute meaningfully to complex projects. Harold’s insights will help you create partner programs that focus on future growth and impactful contributions, rather than merely past revenue.
Finally, dive into the intricacies of developing scalable and standardized channel partner programs tailored for diverse partners, from boutique firms to large enterprises. Harold discusses the necessity of clear KPIs and ownership to align partner managers with business goals, fostering a culture of feedback and continuous improvement. Learn how to align commission plans with KPI structures to eliminate conflicts and drive tangible results, creating a cohesive strategy that leverages partner capabilities for mutual success. Don't miss this comprehensive guide to building and evolving effective partner programs that propel your business forward.
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#channelmarketing #channelpartners
Learn how to drive channel success by leveraging AI with Craig Patterson, SVP of Global Channels at Aryaka. Craig brings his wealth of experience to reveal how Aryaka's channel-first strategy drives over 90% of its revenue by fostering trusted relationships with enterprise clients.
Learn about the transition from transactional to value-driven engagements, the changing dynamics in global markets, especially Europe, and the critical role flexible purchasing options play in meeting customer needs.
We venture into the future of AI in channel go-to-market strategies. Whether it's prospecting, customer engagement, or support, find out how AI is making sales processes more efficient and effective. Don't miss this packed episode full of actionable insights!
Connect with Craig on LinkedIn: https://www.linkedin.com/in/globalchannel/
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#channelmarketing #channelpartners
If you've ever wondered why some partnerships thrive while others falter, this episode is your roadmap to understanding the 7 elements that predict success. Discover the often-overlooked heartbeat of channel partnerships—human relationships—as we sit down with Owen McKee and Dave Ward from Partnerscore.io.
- The seven core predictors that Owen and Dave have distilled from their extensive research.
- How commitment, credibility, and the art of conflict resolution, among others, can make or break your business relationships.
- How to avoid potential partnership pitfalls and foster a thriving collaborative environment.
Connect with our guests Dave and Owen:
Dave: https://www.linkedin.com/in/djward1/
Owen: https://www.linkedin.com/in/owenmckee/
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Industry expert Chris Jones joins us to share his firsthand experience on transitioning from a direct sales force to an indirect approach. Discover how AT&T redefined their relationship with partners, revamped compensation models, and simplified contracts to foster trust and reliability.
Get inspired by the revolutionary mindset of the Savannah Bananas baseball team, as we draw parallels to AT&T’s efforts in creating a partner-first mentality. Learn how empowering employees to prioritize customer satisfaction and breaking free from rigid processes can lead to extraordinary outcomes.
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Uncover the secrets to mastering partner prospecting strategies with our special guest, Lucia Mayeset, the Director of Partnerships and Alliances for a prominent FinOps organization. Lucia opens up about the overwhelming vendor communications partners receive and why a strategic and thoughtful approach is crucial. Learn how to understand the specific needs and operations of potential partners and why prioritizing quality over quantity in outreach can make all the difference. With Lucia's expert advice, you'll discover how to craft personalized messages that highlight mutual benefits and outcomes for successful partnerships.
Explore the unique challenges of channel strategies in emerging markets, particularly comparing the mature cybersecurity sector with the rapidly evolving FinOps landscape. Lucia takes us through the complexities of selling FinOps solutions, emphasizing the necessity for extensive partner education and enablement. She explains how the dynamic nature of FinOps demands continuous support and resources, and shares her insights on helping partners effectively position and implement these solutions.
Finally, dive into the fascinating concept of "soft partnerships" and learn how companies can collaborate without binding commitments to offer comprehensive solutions to customers. Lucia discusses how Phenom's tools seamlessly integrate with other vendors to create a one-stop shop, prioritizing holistic customer satisfaction. Plus, we talk about building stronger business relationships in a rapidly changing world, particularly with millennials stepping into leadership roles. Stay tuned for our exciting future plans and potential guests who will bring even more valuable perspectives to our discussions.
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#channelmarketing #channelpartners
Managed Service Providers (MSPs) often struggle with marketing despite their technical prowess. In this episode of Partnerships Unraveled, Andrew Down, the Director of Sales for the IT channel at Vendasta, sheds light on the importance of marketing for MSPs.
Andrew shares compelling insights on the common misconception that merely providing content to partners leads to its utilization. Learn how a collaborative effort between vendors and MSPs can drive effective marketing and lead generation, turning technical expertise into business growth.
Ready to transform your marketing strategy from product-centric to solution-based? Andrew Down explains why this shift is crucial for MSPs to resonate with SMB end users. We dive into the importance of thought leadership, credibility, and relationship building, along with Vendasta’s innovative approaches like digital marketing needs assessments and an AI lead capture tool.
Connect with Andrew: https://www.linkedin.com/in/andrewdown/
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#channelmarketing #channelpartners
This week on Partnerships Unraveled, we're thrilled to have Jason Beal, VP of Worldwide Partner Ecosystems at Barracuda Networks, share his twenty-five years of expertise on how Cybersecurity and Channels.
Jason delves into the crucial role of partners in providing SMBs with the necessary cybersecurity solutions, allowing them to focus on their core activities without constantly worrying about potential breaches.
We discuss the operational challenges and the immense opportunities available for partners willing to step up and offer these essential services. Jason offers invaluable insights into the importance of partner agility and effective channel marketing strategies, including Market Development Funds (MDF), to create demand and support partners' efforts.
Learn how third-party companies are transforming channel marketing and how vendors can better engage with partners, particularly those without dedicated marketing staff.
But that's not all—we also touch on partner empathy, a key ingredient for successful collaborations. Jason introduces Barracuda's unique formula of combining intelligence, emotional connection, and actionable strategies to achieve remarkable results.
Connect with Jason on LinkedIn: https://www.linkedin.com/in/jasonbeal/
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#channelmarketing #channelpartners
Struggling with engaging your long-tail partners in your marketing programs? You are not alone.
Most channel partners lack the time, resources, and knowledge to market the solutions they offer. We explore how vendors can tailor their support to effectively bridge this gap.
Unlock the potential of your long-tail and SMB partners with guidance from the sharp-witted Kathryn Rose, CEO and founder of Channel Wise.
Connect with Kathryn on LinkedIn: https://www.linkedin.com/in/iamkatrose/
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
Our esteemed guest, René Bonvani, shares the wisdom from his remarkable channel journey. From his foundational days at Oracle to his entrepreneurial leap with Palo Alto Networks and now his influential role at Battery Ventures, René provides a masterclass on navigating high-tech channels:
- How to position a fledgling brand to compete with behemoths
- Philosophy of treating partners as equals to internal employees
- Important KPIs to track partner success other than revenue
Tune in and learn how to cultivate loyalty, prevent deal hijacking, and maintain a thriving, partner-inclusive ecosystem that benefits all involved, and don't miss the opportunity to connect with us on LinkedIn for even deeper insights.
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
Uncover the secrets of the telco channel evolution with the astute channel strategist Cameron Olsen:
- The shift in channel dynamics following the Intellisys and Scansource acquisition.
- How can suppliers track the ROI of their MDF dollars spent on TSDs
- Burgeoning opportunities within the SMB market.
- Criticality of formal training and leveraging data in the channel.
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
Unlock the secrets to channel partnership success with Craig, the channel strategy virtuoso who transformed Comcast's sales landscape. In this enlightening discussion, we delve into Craig's playbook on fostering valuable channel partnerships in an environment traditionally dominated by direct sales.
He opens up about the perseverance required to pitch the channel's worth to internal doubters and how to cultivate trust and mutual growth with external partners. Tune in and discover more about:
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The importance of meeting customers on their terms to not only win business but also transform channels into profit powerhouse.
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Managing massive partner ecosystems and prioritizing key partnerships.
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The shift towards consultative selling in the IT landscape and the emergence of trusted advisor partners.
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Fostering a team culture focused on growth and equipping employees with the right tools to excel in evolving channel landscapes.
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
Want to sell with hyperscalers?
You’re in luck. We’ve recorded a whole podcast episode with Mike Marzano from Contentsquare about the strategies and challenges of selling to these untraditional buyers in the cloud marketplace ecosystem.
From navigating procurement processes to educating buyers, our guest shed light on the steps he’s taking to empower buyers in leveraging platforms like Azure and AWS.
Tune in to learn more about:
Leveraging data from hyper scalers for co-selling success
Co-marketing strategies with Azure or AWS: what works and what doesn’t
Exploring multi-party private offers for optimized partnerships
Identifying key players responsible for nurturing relationships with channel partners and cloud marketplaces
ChannelPartners #CloudMarketPlace
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
We streamed an engaging panel discussion in October featuring TIDWIT's CEO Wissam "Will" Yafi, Channext's CEO Rick van den Bosch and VP of Revenue Alex Whitford, as well as the Ecosystem Partnering specialist and author Ard-Pieter de Man.
Tune in as our guests unravel:
📈 Scaling partner programs in spite of limited resources.
👩💻 Understanding and managing the growing complexity of partner ecosystems - the role of cross-collaboration and technology for better efficiency and outcomes.
💸 How your partner programs contribute to revenue growth and how to measure success beyond revenue markets.
💬 Co-marketing, Integrations, AI - demystifying all the buzzwords and how to utilize them for your partner ecosystem?
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
Partnerships Unraveled hosted a panel discussion titled: "2024 Vision: Revolutionizing Growth with MDF and TCMA".
Industry experts gathered to discuss the latest trends in the optimization of Market Development Funds, and how to leverage Through-Channel Marketing Automation for accelerated Demand Generation, covering different topics such as:
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Accrual-based vs proposal-based MDF programs. How is the industry shifting and why?
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How can vendors enhance the effectiveness of their MDF?
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Challenges in getting smaller partners to participate in demand-generation activities.
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Driving partner engagement and generating demand via TCMA tools at scale.
Moderating the session we had our Business Development Whiz Efe Senel who hosted the conversation among our esteemed panelists:
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Jay McBain, the Channels, Partnerships, and Ecosystems expert from Canalys
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Janet Schijns, a proven leader known for delivering remarkable growth outcomes for the channel, CEO of JSG
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Blake Williams, the go-to expert in Partner and Revenue marketing, founder of Ampfactor
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Alex Whitford, Channel Distribution and TCMA expert and the VP of Revenue at Channext.
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
Agents can help you attract SMBs and scale your channel ⏬
And Ashley Rowland, Co-founder of Technology Advisor Alliance and Adaptive Advisors, can help you attract the best agents!
Whether you’re a technology advisor yourself or searching for the best one, this podcast episode is a must-listen.
Tune in as our telecom expert guest unravels:
❌ Common mistakes new agents make and how to avoid them
🤔Key challenges faced by agents and hot topics dominating industry discussions
🔎 What agents seek in vendors
⭐The genesis of the Technology Advisor Alliance
Meet Ashley: https://www.linkedin.com/in/ashley-rowland-telecom-mom/
Join the Technology Advisor Alliance: https://www.linkedin.com/company/technology-advisor-alliance/
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
In this episode, it’s our dear host Alex’s turn to be on the grill!
After spending the last eight years building channels across Europe, the Middle East, and Africa, growing Zoom partner base from 30 to 1 200, and interviewing amazing guests (Janet Schijns, Laura Padilla, Wayne Mason…) on Partnerships Unraveled, Channext’s VP of Revenue has some strong opinions on channels and partnerships.
Tune in as he says it all:
- Why are all the top vendors now targeting SMBs
- What are the biggest challenges of these partners?
- His approach to building a successful long-tail strategy
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
Channel marketers are no longer top of the funnel. And Janet Schijns is determined to change mindsets around that.
According to the CEO of JSG Group, channel marketers need to dive deeper into the sales funnel and master the art of social selling — a game-changer for partners looking to outshine their competition.
Tune in as THE go-to-market and profitable growth expert unravels:
- Why marketing now plays a pivotal role in the buyer's journey as customers increasingly rely on self-discovery, with sales interactions on the decline ☎️
- How the key to operational efficiency might not lie in partner portals or MDF alone... but in strategic negotiation with larger partners and the judicious employment of third-party marketing services 💸
- How she helps marketing programs from major vendors take the next step 📈
An unmissable podcast episode if you’re looking to make a significant difference in channel revenue 🎧
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
Sometimes the most powerful move in building a robust network is a strategic ‘no’.
Wise words from this episode’s special guest Tim Britt. With over 20 years in channels, the new Senior Director of Alliances and Channels of Freshworks sheds light on the unique dynamics of the cloud channel.
Tune in to learn about:
1️⃣ The things to consider when you're building a cloud-oriented channel
2️⃣ The “90-day rule”: A critical strategy for initiating transactions with partners
3️⃣ How to overcome the friction points when getting MSPs to market
4️⃣ The complexities of marketing and co-selling when you're in a suite of products, and your brand's not involved
5️⃣ How marketing can drive alliances
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
Who better than a key player in Microsoft's UK ISV team, driving Global Partner Solutions, to talk about Cloud Marketplaces and the value they bring to end-users, ISVs, and channel partners? Hear ye, hear ye… Darren Sharpe!
On this episode’s menu:
🌐 Cloud Marketplace Perks: Darren sheds light on how these platforms, especially Microsoft Azure, deliver shortened time to value, cost savings, and flexible spending options for end-users.
💼 Channel Partner Integration: Why ISVs should collaborate with channel partners and how to seamlessly incorporate them into hyper-scaler cloud marketplace strategies, fostering collaboration instead of competition.
🚀 Go-to-Market Strategies: Insights into developing effective go-to-market strategies around hyper-scalers for ISVs, addressing concerns from vendors who question the need for a Cloud marketplace when they already have a channel.
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
Laura shares her journey from building a channel program from scratch at Box to handling the surge in demand during the pandemic at Zoom – touching upon crucial aspects like benefits pricing models, incentives, and the intricate process of aligning with a direct-heavy company.
Alex picks the brain of this seasoned high-tech professional on:
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Her biggest learnings from building a channel program from scratch
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How much of the business should come from the channel?
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How to unify alliance and channel strategies? And what role does marketing play in that?
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How do you really scale a channel?
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
Wayne Mason, seasoned distribution lead at Neat, with an impressive 28-year tenure in the video conferencing arena, shares an invaluable real-life example of how to achieve exponential growth by pivoting from a direct sales approach to a distribution-led sales model.
What you will learn in this episode:
- How to build a run rate strategy – and what role does distribution play?
- How marketing can help partners source, find, and close new opportunities consistently?
- Insights into Neat’s tremendous growth… How do you consistently generate opportunities for 2000 new partners in 70 new countries?
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
How did Zoom successfully onboard 46,000 partners within a span of less than two years?
Frank Aan De Stegge, Partner Marketing Lead in Europe, explains how Zoom leveraged automation to scale in the midst of the pandemic and successfully transitioned from direct to indirect.
Tune in as Frank and Alex dive in:
- How did COVID impact marketing strategies?
- Transitioning from direct to indirect - a marketing perspective!
- Scaling up with automation. Uncover how Zoom tackled the scale problem by investing in a marketing automation platform for partners.
- Future gazing into 2024! Get insights into Zoom's key marketing priorities and potential big wins on the horizon.
- AI and marketing strategy! Discover how AI has been embedded into Zoom's tooling and its potential impact on the marketing strategy.
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
What’s the future of channel marketing?
In this podcast episode, Allan Adler, Managing Partner at Digital Bridge Partners, shares his vision on how channel marketing will transform and how important an ecosystem approach is to make the transition successfully.
Allan shared a few tips to hop on the time machine:
- Flip the traditional 80-20 Pareto principle with technology
- Use SMBs as a growth lever
- Bring your alliance program and channel program together
- Know everything that’s going on within your partner ecosystem
Have you already made the shift? Please let us know, we love to hear success stories.
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
Do you have what it takes to run a global channel?
Learn from someone who actually does. Before stepping in as Chief Revenue Officer at RiskOptics, Tim Maloney ran the worldwide channel organization for LifeSize.
Sharing memories from his extensive experience, Tim takes you through the early courtship of channel management — think of it like dating — where the foundation is laid for successful long-term relationships.
Tune in for answers on:
- How to run a channel or program in Europe versus in the US. Are there any specific program, strategy or tooling choices to keep in mind?
- How to juggle different cultural tempos
- How to leverage local resources to drive velocity in revenue growth
- Partner portals: can you work without them?
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
How can you turbocharge your partner program’s growth while tackling complex partner operations?
In the latest episode, Aaron Howerton, who owns the roadmap for Partner Operations and Partner Experience across all programs at Samsara and runs the PartnerOps Partner, including the popular job board, gets into solving a real-time problem with podcast host Rick van den Bosch around growth, cross-functional collaboration and the right moment to bring in partner operations into your channel.
The duo dives into:
- Partner operations roles and their impact on business growth
- The role of enablement in partner operations. It’s important for both internal and external stakeholders
- Challenges in aligning tech and channel partnerships within an organization.
- The varying definitions and scopes of partner operations across different companies and what this means for you
- Best practices to get the partner data and reporting you need in your CRM
- How to make Partner Operations the backbone of a successful channel business
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Connect with the podcast hosts 👇
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
Most Partnerships look great on paper but when it comes down to actual implementations, they never product expected results. In a conversation with the CEO of Ultimate Partner and himself a host of “The Ultimate Guide to Partnering” podcast, Vince Menzione explains how to translate some of the best strategies into actuality.
In a freewheeling conversation with host Rick van den Bosch, the duo delve into the intricacies of forging successful alliances in the rapidly evolving tech landscape. Hear firsthand on trends and tricks on how to revolutionize market positions, driving innovation and growth covering:
- Microsoft as they strategically moold operations and partnerships
- AI tools like Chat GPT and Co-pilot revolutionizing process efficiencies and innovation
- Identification of shared values when building strong, lasting alliances
- Techniques for effective communication, trust-building, and problem-solving that are essential in maintaining healthy business relationships
- Leveraging partnerships to open doors to new marketsJoin us as we explore the dynamic world of business partnerships that shape the future of tech.
#BusinessPartnerships #TechSuccess
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
Unlock the secrets of thriving channel partnerships with Peter Geytenbeek, Director of EMEA Channel for Delinea, a company delivering PAM solutions for enterprises with complex IT environments.
Peter's decades of industry expertise spanning the entire EMEA region are distilled into pivotal advice for vendors and resellers, revealing how the landscape has shifted from a vendor pursuit to a selective dance led by resellers. How can you cope with this new dynamic while building long-term, sustainable partnerships? Peter’s conversation with Partnerships Unraveled host Alex Whitford cover:
- Peter’s 8-step plan for building and managing channel organizations
- Global expansion strategy and techniques while adapting to local partner dynamics for a triumphant market entry
- 4-tiers of partner enablement, ensuring partners are not only onboarded but truly engaged.
- And his latest book which covers A-Z of channel
Whether you're a seasoned professional or new to the channel landscape, Peter's expertise and forward-thinking approach provide invaluable lessons in navigating and thriving within this dynamic field. Don't miss out on this episode packed with practical strategies, personal anecdotes, and a vision for the future of channel partnerships.
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
Welcome to 2024. The best thing about a new year… are resolutions. And while most are meant to be broken, professionally it’s the time of the year to reflect on goals and set priorities for the upcoming year.
Hosts Alex and Rick were given the tough task of selecting one new year’s resolve each, if they were Channel VPs or Heads of organisations looking to strengthen their channel marketing game this year.
Closing business in the short term, says Alex, especially in the face of continuing economic uncertainty. Data-driven decision making, says Rick, should be the dominant theme to get greater granularity on your strategy.
And who should businesses focus on? SMB is a clear choice. Why, you ask? Listen on
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
In this insightful episode, we take a retrospective dive into the world of partner marketing as it unfolded in early 2023. We revisit our discussions with internal teams and external experts to evaluate the trends they predicted and how they actually played out.
Our exploration covers a range of critical areas:
The Focus Shift in Partner Selection
Scaling Strategies: "If it doesn't scale, it might not be worth it"
The Power of Through-Partner Marketing
Data-Driven Success Metrics, beyond total revenue
Content Leverage and Messaging in lean times
And steps suggested for Navigating Budgets in a Recession
Join us as we break down these topics, offering insights and lessons on the evolving landscape of partner marketing in 2023 and what remains true for 2024.
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
In this episode, we dive into the world of partnerships with special guest Barrett King, senior Director of Revenue at New Breed, HubSpot's top solutions partner. King’s on a mission to help unlock meaningful growth for companies and he shares a slice of his experience at HubSpot, revealing the insights he gained while training the team on partnerships.
Ever wondered how customer-centric partnerships could revolutionize your business? Rick and King discuss the concept of “partner-market fit”: a strategy driving collaboration and outcomes with partners, for the end customer. This is a model even Enterprise companies could benefit from, when rolling out a new product or proposition. To make it more tangible, the duo create actionable steps to engage potential partners and refine strategies using a scientific method. What are you waiting for? Let’s dive in
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
Podcast hosts Alex and Rick travel into the world of Small and Medium-sized Businesses (SMBs), exploring why major players like Cisco and Microsoft are shifting their focus to this market. The duo analyze current trends and challenges, and strategies in the SMB space. The conversation aims to unravel the complexities of scaling and capturing the SMB space, discussing the pivotal role of partnerships, channel strategies, and the unique challenges faced in this evolving landscape. Thus giving you a peek into actionable insights to design a successful SMB channel program to unlock unprecedented growth opportunities.
Discover the untapped potential, the shift in channel dynamics, and the crucial role of partnerships in capturing this $1.5 trillion market.
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
Dive deep into the world of partnerships and ecosystems with our special guest, Ard-Pieter de Man, acclaimed Author and Professor at Vrije Universiteit Amsterdam, and an ecosystem partnering expert. Hosted by Alex Whitford, VP of Partnerships at Channext, this episode delves into the intricacies of successful collaborations with Ard-Pieter sharing his extensive experience, highlighting the crucial role of partnerships in navigating the rapidly evolving tech landscape.
The duo discuss:
- The impact of technology on scaling partnerships.
- Strategies for building and governing effective ecosystems.
- Why partnerships are booming, especially in the tech alliance space.
- The intersection of channel strategies and technology alliances.
- How organizations can navigate the shift towards more agile and collaborative models.
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
One global strategy to guide them all, right? FALSE.
Asking both Channel Heads to Program managers, are you sacrificing the unique spice of local markets for the bland convenience of global strategies? Join us in this episode as we spill the tea on the heated debate, revealing the secrets, struggles, and maybe a few scandals behind the scenes.
Alex and Rick dive deep into the controversy of global dominance versus local flair in channel management as they compare the US and European ways of working, peculiarities and why it’s important to build top down, and bottom up, simultaneously. How does this blueprint make sense?
We underline the importance of a long-term vision in building and scaling programs, blending it with short-term feedback. The duo then take you through the battleground where global and regional perspectives often clash, as they unravel channel programs that work universally yet resonate locally. As they delve into the trenches of distribution in Europe and the US, the devil in the details – language and customization.
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
Picture this - the traditional transactional business model gradually making way for a dynamic, ecosystem-based SaaS landscape. Intriguing, isn't it? Our guest, Rob Spee, SVP of Channel and Alliances at Beyond Trust, and I delve into this transformative process, revealing the challenges, the necessary shifts in mindset, expectations, and language, and the pivotal role partners play in this transition. Rob's insights, drawn from his extensive experience in the channel world, shed light on the evolution of partnerships and their significance in the SaaS transformation.
Channel strategy is not simply a buzzword but the backbone of this transformation. This episode uncovers how different partner types - from small resellers and distributors to boutique delivery partners and GSIs- orchestrate to contribute to this shift. We discuss how to streamline this transition for partners, with an emphasis on the customization of their experience based on their specific business models. And it doesn't stop there - we delve into the complexities of formulating unified compensation plans for sales and partner teams. Aligning partner interests with organizational goals and incentivizing right behavior is key, as Rob rightly points out. Trust me, you wouldn't want to miss Rob's valuable insights and experiences! So tune in, and let's navigate the SaaS landscape together.
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
If you’re not on the brink of working with AI in channel marketing, you could be missing a crucial component of your journey as you scale and cater to multiple regions, languages and preferences... and build scalable processes.
Why is AI more than just a buzzword ? How is it crucial as ever in our current climate?
In this episode, we take a deep dive into how AI is revolutionizing the way we create tailored messaging, segment partners and develop playbooks, training, and marketing campaigns. Rick and Alex then talk about the seismic shift in marketing and sales created by AI, where processes promise to be faster and more efficient. But most importantly, the dup talk about how to implement AI in a robust channel marketing strategy.
This episode is undoubtedly a gold mine of information on how AI can be a game changer in channel marketing. What are you waiting for? Tune in now!
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
Are you drowning in an ocean of partner marketing noise, struggling to make your message heard?
Tune in as we chat with Martin Whitehead, Senior Director Global Marketing at SAP, who shares practical strategies to navigate through this cacophony. Martin catches up Rick van den Bosch on the need for a centralized managed communication portfolio, with reliable information sources and optimized ways to measure the impact on a large business.
He then delves into the world of AI - its ability to make marketing content more localized and verticalized - before heading back to a critical basic - the art of persona creation, his secret methodology on building an internal persona strategy that can drive any organization towards creating unparalleled value for their partners.
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
How can you build a channel strategy that has an 80% failure rate? No, you simply don’t. Yet, almost all organizations with a strong and functioning indirect sales channel ignore the long tail, focussing on the top 10-20% who deliver volume and significant revenue.
Are you building the channel of the future - with scalable solutions to help long tail partners create more opportunities and drive demand for the vendors' products. Hosts Alex and Rick suggest a paradigm shift where vendors focus on creating opportunities and cultivating loyalty from long tail partners as they grow from zero to hero.
It's a must-listen for channel professionals looking to reshape their partnership strategies and leverage the full potential of their long tail partners.
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
The core component of a great partnership strategy is… the partner! In this podcast episode, Asaël Akkerman, SVP of Partnerships and Alliances at Spacewell talks to Rick van den Bosch, CEO of Channext on the importance of partnerships in scaling a business and becoming a thought leader in a particular industry.
The conversation charts a course through strategy and the right hiring hires in building a successful partnerships program, before delving into the value of providing data and insights to partners, enabling them to perform better and ultimately creating a strong and mutually beneficial partnership.
Asaël providies some key insights into the Nemetschek group, their business and purpose alignments, recent acquisitions and how they’re building an internal and external channel strategy for global success.
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
What if you could peel back the layers of a high-performance motorsport team and apply their strategies to your partner program!
Buckle up, as we dive into the world of F1, and explore how their strategies can supercharge your partner program. We kick off by comparing the meticulous process of designing a race car to crafting a partner program, drawing insightful comparisons between the car, driver, and race track, which represent the partner program, partners, and various markets, respectively. Further touching upon the significance of data analysis in both domains, the hosts discuss how every element should be measured, adjusted, and fine-tuned to achieve optimal results. Small gains for big wins!
And let's not forget the importance of creating excitement and engagement, akin to a race weekend. Who’s going to win this one ? You, in the world of partnerships.
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
Starting our second year of podcasts with a guest every alternate week.
In this episode, we sit down with special guest Will Yafi, CEO of TIDWIT, to explore the fascinating world of partnerships in the IT industry.
From navigating the challenges of content creation to the critical role of AI, we delve into the evolving landscape of partnerships and how businesses are adapting, Will, a serial entrepreneur with a rich history in partnering with major IT giants, shares his expertise and insights. TIDWIT'S ecosystem network is making connectivity and enablement as easy, cost-effective, and as scalable as possible.
Discover the key to successful partner enablement, the importance of delivering the right content at the right time and place, and the transformative impact of AI in B2B relationships.
Strap in as we navigate through the complexities of engaging partners effectively, eliminating hurdles in the partner journey, the pivotal role of delivering appropriate content at the right time and place, and the transformative impact of Artificial Intelligence (AI) in B2B relationships.
A podcast episode packed with valuable insights, you can't afford to miss it!
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
Can you believe it's been a year since our first episode?! Today we are celebrating our one-year anniversary. We appreciate all your unwavering support through our podcast journey, it means the world to us!
Get set for a trip down memory lane as we take you through the past year, revisiting the 52 episodes we’ve put together. We’ll be sharing insights from our most popular topics and episodes that garnered the most responses from you – yes, you, our dedicated listeners. Be part of this discussion as we refresh key learnings, offer new listeners a chance to catch up, and even discuss how our opinions might have changed over time.
So, buckle up for another exciting year of unraveling partnerships!
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
Ever wondered why 80% of your revenue seems to come from just 20% of your partners?
Tune in as we unravel the surprising implications of Pareto's principal and how it shapes focus, recruitment, and incentive models.
In the channel, size doesn't always matter, it's the value that counts. We spotlight the potential pitfalls of working with big partners who view their marketing teams as profit generators and reveal tactics to ensure you're getting a solid return on your investments. Plus, we highlight the untapped potential of smaller, niche partners, specializing in specific fields, and how they can help in building a joint value proposition.
As we wrap up, we reveal the opportunities to break the confines of the 80-20 rule and maximize growth in the channel through tooling and automation.
So, gear up for some insightful discussions, and let's break the 80-20 rule together!
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Connect with the podcast hosts 👇
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
What if the secret to your channel's success lay hidden in the data you already have? Brace yourself for some mind-blowing insights in today's episode, as we uncover the true power of key metrics and data in channel building. Ever wondered why your channel might be failing despite all your efforts? We're here to shed light on why having the right data and measurements is a game-changer, especially for smaller, bootstrapped channels.
Delve deeper into the world of data metrics with us as we guide you on the path to sustainable channel growth. We examine how tracking both partner metrics and end-user data can lead to measurable performance. You'll find out how to incentivize partners to share data and understand the logic behind the process. More so, we discuss how to allocate resources effectively, focusing on data architecture sustainability.
Get your notepads ready as we demystify the last episode of the five fundamentals to set up a successful channel.
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#partnerrelationshipmanagement #channelmarketing #partnerenablement #Throughchannelmarketingautomation
Ready to unlock the secrets of building and scaling a successful channel team?
This episode promises to deliver just that. Together, we unravel the elements of a powerful channel team, with a deep dive into the four vital functions of sales, marketing, technical, and operations.
But that's not all, Alex shares his thoughts on the significance of networking and the need for a channel leader to possess an entrepreneurial mindset.
Moving into the heart of the episode, we carve out the complexities and challenges of scaling a channel sales team. We discuss the attributes to look for while hiring, the key indicators of success, and the distinction in skills required for building and running a scaling channel. Ever wondered about the role a solution engineer plays in driving revenue or the 'superpower' a successful channel marketer needs to stand out? Well, we've got you covered.
Buckle up for an enriching journey as we navigate through the nuances of building and scaling a channel team, and remember, every successful channel team starts with one strategic hire.
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Know more about Channext Partner Management platform 👇
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Book a free demo 👇
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#partnershipmarketing #partnermanagement #partnermarketing #partnersuccess #partnerjourney
Want to outshine your competitors with an unbeatable compensation strategy for your channel partners? Join us as we demystify the dynamics of different types of deals, including referral-led or reselling. We'll guide you in optimizing your own metrics to formulate a powerful compensation strategy and create irresistible incentives for your partners.
We also delve into the nitty-gritty of understanding your customers' needs and the value of your products when it comes to attachment sales. Discover how the clever interplay of the complexity of the sale, the money to be made, and your company objectives can lead to a thriving channel strategy. After that, we'll talk about maximizing margins, balancing customer acquisition costs, and motivating partners to excel in your partner program. Remember, starting lean with authorized partners and certifications can set you on the path to success.
As we wrap up, we delve into the potency of funding and distribution strategies and securing the right caliber of partners. So don't miss out, join us for this deep dive into these game-changing strategies!
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Know more about Channext Partner Management platform 👇
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#partnershipmarketing #partnermanagement #partnermarketing #partnersuccess #partnerjourney
Ready to unlock the secrets of successful channel building?
Brace yourselves, as we decode the mysteries of channel architecture and guide you through its meticulous construction. We promise to reveal the pivotal role of channel architecture in shaping your business, unravel how to tailor it to your unique products, and show you the key factors to consider when recruiting partners.
With us, you'll not only learn how to get it right the first time but also future-proof your channel to avoid potential pitfalls.
We will go through all the layers of channel architecture and its four crucial components: sales strategy, marketing strategy, technical strategy, and operational strategy. Discover why the sales methodology should be your stepping stone to a successful channel model, and how marketing and technical strategies can provide the support you need to scale.
So, buckle up and join us on this voyage to master channel architecture!
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Know more about Channext Partner Management platform 👇
https://bit.ly/channext-partnerships
Book a free demo 👇
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#partnershipmarketing #partnermanagement #partnermarketing #partnersuccess #partnerjourney
In the second episode of our podcast series all about building a killer channel from scratch, we're diving deep into the core: channel strategy.
Imagine this: You've got this grand vision, like IBM wanting a laptop in every hand (ambitious much?). But guess what? That vision shapes your channel strategy big time. It's like laying down the foundation for your future mansion, or maybe a pyramid if you're feeling extra grandiose.
Our hosts get real about avoiding the "because the cool kids are doing it" mentality. You want to channel for a good reason, like solving a burning problem or hitting those long-term business goals. Think of it as building blocks—your end game shapes your foundation, which then shapes everything else.
But here's the kicker: it's not just about you and your brilliant plan. Everyone in the company's has to be on the same page. No one wants a channel vs. direct sales showdown, right?
Bottom line? Your channel strategy isn't just a fancy add-on. It's the heart of your business architecture. So buckle up, because in this episode, we're unraveling the secrets of breaking down those company goals, crafting a killer channel mission, and reverse-engineering your strategy like a pro.
Tune in and let's channel our way to success! 🚀
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Know more about Channext Partner Management platform 👇
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#partnershipmarketing #partnermanagement #partnermarketing #partnersuccess #partnerjourney
In this episode, we are kick-starting a new series about building a channel from scratch. Where we will share the fundamentals for creating a new channel with the highest likability of success. Such as how to build the strategy, architecture and the team.
You will discover how to find partners who are the best fit for your business and how to design your channel to be future-proof and find the right tooling to save yourself loads of drama down the line.
What are you waiting for? Go listen to this episode right now!
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Know more about Channext Partner Management platform 👇
https://bit.ly/channext-partnerships
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#partnershipmarketing #partnermanagement #partnermarketing #partnersuccess #partnerjourney
If you look at the highest valued businesses in the world, a lot of them are SaaS businesses for a reason. That's because fundamentally, at a business level, upsells are one of the best ways to drive consistent success and hyperscale your business.
In this episode, we will dive into the world of upsells. How to train your team to do upsells with the long term perspective in mind and really figure out what the potential deal size is in the long run.
We also touch upon the biggest causes of churn, like the lack of clarity, ownership and responsibility and how to avoid that to create that desired self sustainable partner revenue.
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Know more about Channext Partner Management platform 👇
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#partnershipmarketing #partnermanagement #partnermarketing #partnersuccess #partnerjourney
Renewals are the reason that SaaS businesses are so highly valued because one of the key metrics they track are NRS and net revenue retention, and you see the insight of your growth. In this way your business keeps on growing over time without you acquiring new customers.
That sounds like music to my ears!
In this episode we will dive into renewing opportunities, the differences of why some companies are really struggling and others are really thriving when it comes to renewals such as one of our favourite companies HubSpot, because unfortunately it isn't always as pretty as it looks like because renewals come with challenges too…
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#partnershipmarketing #partnermanagement #partnermarketing #partnersuccess #partnerjourney
As you might know we kick started our new series about self sustainable partner revenue. Where we talked about how to make sure that your partners can find, close renew and upsell opportunities on their own to create a scalable channel.
In today's episode we're going to talk about closing opportunities, the challenges coming along and worst case scenarios like unpredictable revenue deals. But do not worry, we won't keep you hanging because we will turn those horror stories upside down to turn them into the perfect renewable motions.
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Know more about Channext Partner Management platform 👇
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#partnershipmarketing #partnermanagement #partnermarketing #partnersuccess #partnerjourney
Welcome to part two of our new five part series. Where Alex & I started with how to enable your partners towards self sustainable partner revenue: in order to close, renew, and upsell end users on their own.
Today we're going to talk about finding opportunities. We previously talked about how revenue drives and engagement, and engagement drives revenue.
That's why finding opportunities is so crucial because that's going to keep partners brought in and keep your revenue growing consistently.
If you would like to learn how to get into the right conversations, the difference in approach of net new and exciting customer base and how to build a generalised plan?
No time to waste, press the play button right away!
Because of all your hard work, you've recruited valuable partners. Great!
But now the real work must begin by making sure you keep partners in this motion and guide them to self sustainable revenue.
There is one big reason why big B2B companies sell via the channel and that is the hyperscaling motion and the only way to deliver hyperscale is if you can have a hands-off approach. Self sustainable revenue is the way to get there because revenue drives engagement, engagement drives revenue, and that's very much a flywheel where the snowball is going to get bigger and bigger.
Luckily, in this episode we will guide you through the steps on how to make your partner's self sustainable revenue such as finding opportunities by making your product and brand positioning strong and tracking the partners' conversion.
Keep an eye out for the next episodes where we will be talking about how to find, close, renew and upsell customers.
The summer is here! The sun is out, it's holiday time and people are excited to take some time to relax. But what does this mean for your business?
In this episode, we discuss how to build a business model with taking the slower seasons into account by measuring it for each region. And give examples of strategic projects that will impact your business in the long term.
But remember, do not take your foot off the gas! Just that your deals are going slower doesn't mean there is nothing to do. There is the same amount of work, but it might be different. Now is the time to focus on product updates and feedback, foster relationships, get a clear view of your competitive landscape and do more cultural stuff that will help you succeed in the long term.
In this episode, we shift our focus to the dark side of the channel: your sleeping partners. While we've previously explored strategies for bringing new partners onboard, today we tackle the challenge of reigniting inactive partners and how to transform them into revenue-generating powerhouses again.
We discuss the different types of inactive partners and emphasize the importance of identifying partners who were previously successful in driving revenue but may have shifted their focus or aligned with competitors and talk about leading indicators such as revenue performance, marketing efforts and engagement levels.
Rather than waiting for partners to be inactive for three quarters (as the industry standard suggests), we explore the importance of leveraging data, automation, and health scores to catch partners just before they become inactive and reenergize the relationship.
And last but best, we outline how crucial it is to understand the underlying reasons for partner churn and how to avoid it in the first place.
Join us for the final episode of our five-part series, "Bridging the Partner Recruit to Revenue Gap," as we dive into the dynamic world of co-selling.
Co-selling is the culmination of a successful partnership journey, where recruiting, onboarding, enabling, and marketing come together to teach partners the art of effective selling. It's that important moment when partners discover their potential to find, open, and close profitable opportunities.
In this action-packed episode, we'll reveal the secrets to achieving sustainable revenue through co-selling. We'll explore the best timing for starting the co-selling process and share real-world success stories. Discover how engagement, revenue, and reputation all intertwine in the partner ecosystem. Together, we'll unlock the power of co-selling and achieve numerous successes with our partners.
Tune in now to learn when to start your co-selling journey, the importance of building trust early on, and the crucial role of account mapping in taking your partnership to new heights. Get ready to transform your co-selling strategy and ignite long-term success!
A well-designed partner program reduces dropout rates, cultivates deeper relationships, and accelerates growth.
This week, our CEO Rick van den Bosch and our VP of Partners Alex Whitford gave precious tips to build a great partner program: Take a targeted approach to partner recruitment, ensuring partners can contribute to revenue quickly.
Avoid high recruitment rates with low revenue conversion, as it hampers channel effectiveness.
Clear expectations, precise planning, and technology investments are key. Scaling the program and improving communication are essential elements for long-term success.
Model effective partner programs after successful direct sales and customer success strategies. Building an ideal partner profile that can achieve self-sustainable revenue streamlines the program and drives growth.
Listen to the full episode #PartnershipsUnraveled #PartnerProgram #RevenueGeneration (
Looking for long-term success in your partnerships?
@Rick van den Bosch and @Alex Whitford got you.
They couldn’t stop talking about it in the latest episode of our podcast Partnerships Unraveled.
Tune in as they deliver their key strategies for channel integrity.
Spoiler : trust in on top of the list.
Eager to achieve a quick time-to-value?
Time to value, also known as TTV, in partnerships, measures how long it takes for a newly onboarded partner to achieve their first revenue.
Short TTV leads to faster revenue for partners and greater engagement, while a long TTV can result in disengagement and loss of partners.
In the latest episode of our podcast, our CEO Rick van den Bosch and our VP of Partners Alex Whitford deliver their secrets for a fast TTV.
Among which you'll find tips for:
- Setting clear expectations with your partners
- Defining the steps needed to achieve the first deal
- A solid onboarding process
- Measuring and analysing metrics continuously
Check out episode 31 of Partnerships Unraveled
In this week's episode of Partnerships Unraveled, our CEO, Rick and VP of Partners, Alex share some valuable insights on how to better align with ISV partners of your channel collaborators.
They emphasize building strong use cases, segmenting aggressively, and targeting a specific niche to create cohesive solutions that provide maximal value to end-users.
Tune in as they talk about 🎧:
- Why ISV partnerships are important for end-users
- How to align with resellers' ISV partnerships
- Co-marketing strategies for ISV partnerships
And if you're feeling brave, suggest some topics for future discussion – who knows, you could be the next star of our podcast ⭐
Customer success and partnerships have a lot in common.
👉Both require understanding the needs and goals of the customer or partner and creating a plan to drive towards success.
👉Onboarding is crucial for both, as it is where a plan is created and executed with real-time measurement of milestones to ensure both parties are achieving their goals.
👉Technology is used to help track and manage success for a larger number of customers or partners.
In this week's episode of Partnerships Unraveled, our CEO @Rick and our VP of Sales @Lotte Cohen talked about what partnerships can learn from customer success.
Tune in as they also explore 🎧:
- Partner Engagement and Health Scores
- Enabling Success for Smaller Partners
- Automating and Digitising Partner Journey
- Using Data to Proactively Solve Challenges for Partners
Looking for valuable insights into how companies can effectively recruit and work with partners to drive success? 🧐
In this week's episode, our CEO and VP of Partners outline the three-phases in partner programs : startup, ramping up, and doing it at scale.
Here are a few takeaways from their conversation:
- It is critical to focus on partner-led sales to achieve significant revenue growth and scale sales teams.
- Boutique partners specializing in a specific vertical can be a good starting point for recruitment, and defining the ideal partner profile is key.
- To achieve mass partner recruitment, companies should focus on automation and have a strong end user brand.
Creating a repeatable process to guide partners towards self-sustainable revenue is the dream of every single vendor.
Make it come true ✨
Last week, we talked about the issues that come with partner portals.
But if not partner portals... then what? 🤨
This week, our CEO and VP of Partners got into the changes you need to make to leave portals behind and enter the new era of partnership management.
Ready to step up your game?
Tune in to listen right now
Partners aren’t coming to your portal?
No worries. We got you.
This week’s episode of Partnerships Unraveled is all about portals and partner engagement.
Tune in as our CEO and VP of Partners talk about :
- Why less and less partners are actively using portals
- The benefits of portals, because..yes, there are still some
- And most importantly, where partner portals are failing
If you are a true believer in portals, prove us wrong and send us a DM on LinkedIn!
In today's episode, we have a special guest joining Alex instead of his usual partner-in-crime, Rick.
That's right folks, it's time to give a warm welcome to our very own CFO, Jens van de Graaf!
As they dive into the topic of tech partnerships, Jens and Alex paint a vivid picture of the strengths, weaknesses, opportunities and threats. They'll explore the ins and outs of tech partnerships and discuss why they're crucial for any business that wants to make it in the tech world.
They will also talk about how tech partnerships are the ultimate win-win situation for everyone involved, including the end user.
So sit back, relax, and get ready to unravel the secrets of successful tech partnerships with our dynamic duo. This is an episode you don't want to miss!
No revenue, no attention.
This is especially true for partnerships.
If you want to get the attention of your partners, you need to pick the right ones and show them how you could generate revenue together.
👉Stop chasing after high-profile partners without really thinking about whether they're a good fit.
👉Focus on partners who can help you create value for your customers.
👉Close the partner engagement gap.
Remember: where revenue goes, attention flows.
Episode 21 of Partnerships Unraveled is available 🎧
Tune in to learn how to cut through the noise, from recruitment to onboarding and retention.
podcast #partnershipsunraveled #engagement #sales
With 20 to 30 vendors, partners often lack time and resources to keep up with campaigns.
And that can create blockages.
Whether it’s on the roads, in your lungs, or slowing down your channel...
Congestion is never good.
In this week's episode of Partnerships Unraveled, our CEO and VP of Partners share their tips to get your partners' attention.
Spoiler alert 🤫: You need to shift from channel push to end-users pull.
Did you know you could double network effect with channel partnerships?
Yes. Double. Even triple.
All of that...thanks to alliance campaigns.
By pooling resources and expertise, you'll be able to reach new end-users, increase partner engagement, and drive better ROI.
Ready to start scaling your partner marketing?
Listen or watch this week's episode of our podcast for guidelines 🎧
Podcast #PartnershipsUnraveled #AllianceCampaigns #PartnerMarketing
Implementing an effective deal registration program can help you to maximize the benefits of working with channel partners.
But deal registration is not that easy.😔
👉 Ensuring accuracy and completeness of information submitted by sales reps and channel partners
👉 Tracking the status of deals through their lifecycle to avoid overlaps with other partners or sales reps
👉 Integrating deal registration processes with other systems such as CRM, order management, and financial reporting
These are some great challenges discussed by our CEO and VP of Partners in this week's episode of our podcast Partnerships Unraveled.
Tune in right now! 🎧
Have you experienced the power of social selling yet?
Social selling is about leveraging your social network to find the right prospects and build trusted relationships.
It is ultimately a sales technique. But one that everyone in your organization can take part in – and benefit from.
- Why does it makes so much sense for B2B and the channel?
- What kind of content should you bet on?
- How can you enable your partners with it?
That's what you'll find out in episode 17 of Partnerships Unraveled alongside some tips to build your own social selling program. 💪
This episode of Partnerships Unraveled can be summed up in 3 letters.
M,D,F...
We're not talking about medium-density fibreboard but about market development funds.
To name a few things discussed in episode 16 of Partnerships Unraveled:
-> What is MDF and why was it originally created?
-> How can you tie it to revenue?
-> Some examples of MDF gone wrong
And of course... our CEO and VP of Partners also chatted about paid advertising.
Care to know what they had to say about MDF?
Listen or watch this week's episode!
Complicated to engage in actual conversations with your partners when you work with so many, right?
Yet, it’s worth it. It's the only way to grasp what truly matters to them and to maintain engagement. And there are actually ways to make it possible, even with hundreds of partners.
In episode 15 of Partnerships Unraveled, we talk about to-partner communication.
- What are the different types of communication?
Product introductions, promotions, campaigns, events, webinars, etc.
- Who are you talking to?
Partner segmentation is key for a relevant communication strategy.
- How to reach partners?
Mail inboxes are crowded. A multichannel approach is necessary these days. Social media, Slack, Teams... that's where you'll find your partners!
It's time to start conversing with your partners, don't you agree?
Categorizing your partners can help you to deliver a far more specialized strategy.
In episode 14 of Partnerships Unraveled, we talk about partner segmentation and how it can positively impact your channel – if done well.
There are several ways to go about it.
➡️Partner type, regions, language, products...
How do you choose?
Listen to this episode to find out what's the best tactic for your channel.
It's the new year already!
What do you think will be the key trends in channel for the coming period?
In this week's episode, we make predictions for 2023.
Sorry to spoil the fun already but... recession is in the air.
● How do you deal with it?
● How do you drive impact?
● How to save costs?
● How to increase revenue?
These are questions our CEO and VP of Partners answer in this first podcast of the new year.
You'll be surprised to find out that doing business in the middle of recession might have some upsides...
While most businesses rely on resellers, the great ones invest in building great partnerships.
And in a partnership, every day should feel like Christmas. 🎄
In episode 12 of Partnerships Unraveled, we draw lessons from the most wonderful time of the year :
- Generosity is key
Receiving presents is awesome. But how fun is it to spend time picking the perfect gift and to watch people unwrap them? Giving is underrated in partnerships. Yet, it is crucial to make your partners feel special if you want to keep them around!
- Make it personal
The most expensive gift isn't always the best. Throwing huge amounts of money around is not necessarily the driving factor for successful partnerships. Crafting a really unique plan that is going to help you and your partners grow together however...
Want to see our CEO and VP of Partners and Operations in Santa suits?
Watch our special X-mas episode on LI or YouTube! 🎁
partnershipsunraveled #partnerships #podcast #christmas
Interested in doing business with big channel partners?
Then you must listen to episode 11 of Partnerships Unraveled!
We talk about :
- Who are the biggest channel partners?
- What type of end-users are they selling to?
- Which other vendors are they working with?
- And how to approach them?
Would you rather see the faces of Rick and Alex? Go check out our Channext Youtube or LinkedIn!
Rule #1 when it comes to channel alliances: Be humble.
A channel alliance is an opportunity to work together instead of doing everything yourself. Co-innovation, co-marketing, and co-selling will make your channel offer stronger.
In this episode of Partnerships Unraveled we talk about channel alliances. We discuss
Recruiting partners for alliance partnerships
What should you keep in mind when recruiting an alliance partner? How will you approach co-selling, co-innovation, and scaling together?
Co-innovation go to market
How do you determine your marketing message? What pains will you solve? And how will you reach both your existing and new end-users?
Co-selling alliance through the channel
How do you ensure correct orchestration within the channel? How do you help your partners in the long-run?
Channel partnerships shouldn't be recruited then left to their own devices. If you want your channel to scale, you'll need to support your partners at every step.
In episode 9 of Partnerships Unraveled we discuss what a channel partner want from a partnership and we discuss:
Finding growth in channel partnerships
It is imperative to start at your end-users and work your way back. How are you finding new customers, retaining and upselling to current customers?
Best practice of determining your margins
Well, it's not just margins would be the lesson here. Make sure you have a unique value proposition for your partners. Invest in your partnerships to make them grow.
The renewable model for channel partners
Growth stems from having a predictable and recurring revenue model. Take SaaS as an example and make yours subscription based.
Are you fully disti-enabled, looking to scale through distribution, or still on the fence?
In episode 8 of Partnerships Unraveled we look into the dos and don'ts to make distribution work for your channel.
We look at how distribution evolved from warehouses to SaaS and the roles each part of the channel plays. Bust 4 of the most common myths surrounding distribution. *Spoiler, you don't lose all control over your partners.
Not sure what kind of distributor will fit your channel program? We look into the different forms of disti as well as what's in store for the future.
We love to pretend everything is sunny in partnership land, but the reality is, sometimes things go wrong. Partnerships can sour, leaving business stagnated and end-users unhappy.
In episode 7 of Partnerships Unraveled we discuss why partnerships fail. We identify 4 common problems and how to fix them – or even better make sure they never occur in the first place!
- Entering with the wrong intentions
Successful partnerships means doing your homework, identify your Ideal Partner Profile. Be clear what you're giving and set up success plans together.
- The misalignment problem
The best way to keep your partnerships golden? Listen! Set mutual goals with short-term successes along the way. And make sure you share quality data so that you can track it all.
- The Partner Engagement Gap
1 in 4 partners will drop their vendor after just a few months if sales expectations aren't met. So go for those sales together. Make sure your partners are engaged and enabled from the get-go.
- Trust issues
So your partner cheated on you with another vendor? So what! It's a free market. Just make sure to keep those communication channels open – both ways.
Where are you going?
How are you getting there?
By when will you get there?
These are the 3 key questions you need to ask when making data-informed decisions in channel.
In this week's episode of Partnerships Unraveled we discuss how to make those data-informed decisions.
- How to shift your company into a data-informed mindset
- The biggest challenges in channel surrounding data
- What types of metrics you should be measuring
Over the past few episodes we focused on building and optimizing a channel from an enterprise perspective. This week we're looking at how to start a channel from scratch.
We'll discuss 3 key focus areas to help you on your way to a successful channel:
- Define your Ideal Partner Profile (IPP)
Would you date a random stranger, or are there some basic requirements your future partner must meet? Well, it's no different in channel. Start by defining your ideal end user, then match that to an IPP. Now you have a filter to search by.
- How to structure your channel team geographically?
Channel is THE best way to scale into new territories, but how do you know which countries to hit first? Should you immediately go all-in or test the waters? We're advocating to start small, because channel isn't a sprint, it's a marathon!
- How to recruit your first partners?
Once you've defined your IPP and where to start scaling your channel, it's time for the actual recruitment process. Great relationships are often born from introductions, so get yourself one! Once you've reeled em in, don't be afraid to give give give. Because an enabled partner is an engaged partner.
You want to generate demand through marketing with your partners.
But less than 15% actively participates in your campaigns.
In this episode of Partnerships Unraveled we identify the 4 key challenges that channel marketers face today – and discuss how to solve them
Resources: If you can prove impact and ROI through marketing then it should be a priority for both vendors and partners.
Language: We know that localized language content performs better so why are we still not all translating our campaigns?
Data: How do you know which content is performing well, are you getting insights into who your partners' end-users are?
Revenue: Revenue attribution is 100% broken in channel, what are you measuring to calculate your ROI and how could you improve?
This week in the Partnerships Unraveled podcast, we're looking at the new kid on the block in partner land: Tech partnerships.
Many of these tech customers are coming from referrals, but what does that actually mean for the channel? Should you own your referral channels, and how do you go about that?
We recently talked about breaking the silos. But some segmentation within channel is unavoidable. But how do you keep segmentation while avoiding silos?
And what is the ultimate effect of tech partnerships, how will their network effect influence the channel?
Friction is everywhere, from recruitment to sales and everywhere in between. Introducing episode 2 of Partnerships Unraveled where we are all about removing that friction: from the recruitment process, onboarding, training, marketing and sales. Want to go smooth sailing on your channel? Check out this episode and learn how.
On this first episode Rick, CEO and founder of Channext and Alex, VP at Channext start to unravel the mysteries surrounding channel and partnerships. In this first episode we're off to a flying start, discussing: whether SaaS and Cloud will take over channel, how to avoid channel congestion, Brand vs Technology deals and much more!
Starting on Monday 10-10-22 we are unraveling the mysteries surrounding channel and partnerships.
Join Rick van den Bosch, Founder and CEO of Channext and Alex Withford, VP Partners at Channext.
If you are involved in channel and have some difficulties, need some tips or just want to hear about your favourite market from different perspectives, this podcast is made for you!
Stay stuned and listen to our first episode this Monday!