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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/
107- Kathy Mazza - The Power of Trusted Advisors in Channel Partnerships
21 Oct 2024
00:22:40
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/
098 - Gaidar Magdanurov - Partner Sales and Marketing Enablement
19 Aug 2024
00:26:02
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/
008 - Distribution - The Dos and Don'ts to make distribution work for your scaling channel
28 Nov 2022
00:45:19
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.
007 - Why Partnerships fail - 4 common problems and how to fix them
21 Nov 2022
00:47:14
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.
005 - How to start a channel - 3 key focus areas for success
07 Nov 2022
00:45:25
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.
003 - Channel & Tech partnerships - How channel and tech partnerships amplify each other
24 Oct 2022
00:49:44
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?
001 - Partnerships unraveled - Introducing the weekly podcast that unravels the mysteries surrounding channel and partnerships
10 Oct 2022
00:47:23
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!
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/
096 - Sam Valme - Leveraging Channel Partners for SMB Growth
05 Aug 2024
00:27:11
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/
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/
094 - Christian Goffi - Modernizing Partner Engagement With AI
22 Jul 2024
00:31:12
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/
093 - Harold Nelissen - Building Customer-Centric Partner Programs
15 Jul 2024
00:22:48
Unlock the secrets to revolutionizing your partner programs with insights from Harold Nelissen, a partner programs expert from Trend Micro! This week on Partnerships Unraveled, Harold reveals how transitioning from traditional, transaction-based models to customer-centric strategies can transform your partner relationships.
Learn how understanding customer needs and working backward can create a win-win scenario for both partners and customers, enhancing the overall experience. Harold shares Trend Micro’s innovative approach of using back-end rebates and incentives to reward partners for behaviors like acquiring new logos, upselling, and obtaining competencies, driving customer-focused success.
Understand the importance of adaptable KPIs and program benefits for fostering innovative and expansive partnerships. From managing boutique versus enterprise partners to the evolving role of channel managers, this episode offers a comprehensive guide to building scalable, consistent, and future-focused channel partnerships. Don’t miss out on Harold’s expert tips that can unlock new revenue streams and drive your partner program's success!
Connect with Harold on LinkedIn: https://www.linkedin.com/in/haroldnelissen/
092 - Anurag Agrawal - How to Build an SMB Channel
10 Jul 2024
00:30:30
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/
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/
090 - Partnescore - 7 Predictors of Partnership Success
01 Jul 2024
00:25:00
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/
089 - Chris Jones - Building a Partner Centric Culture
24 Jun 2024
00:40:54
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.
106 - Rick Buijserd - The Power of the Marketplace
14 Oct 2024
00:27:44
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
088-Lucia Meyassed- Guide to Effective Partner Communication
18 Jun 2024
00:33:21
Uncover the secrets to mastering partner prospecting strategies with our special guest, Lucia Meyassed, Director of Global Partnerships and Alliances at Rotate.
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.
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. Stay tuned for our exciting future plans and potential guests who will bring even more valuable perspectives to our discussions.
Connect with Lucia on LI: https://www.linkedin.com/in/lucia-meyassed/
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/
086 - Jason Beal - The Importance of Partner Empathy
03 Jun 2024
00:34:04
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 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/
085 - Kathyrn Rose - SMB Channel Partner Marketing
27 May 2024
00:22:33
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/
084 - Rene Bonvanie - The Long-Term Commitment to a Channel Strategy
21 May 2024
00:50:04
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.
083 - Kameron Olsen - Pioneering Change in the Telecom Channel
13 May 2024
00:33:14
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.
082 - Craig Schlagbaum - Building Channels With Recurring Revenue
06 May 2024
00:30:23
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:
- The importance of meeting customers on their terms to not only win business but also transform channels into profit powerhouse.
- Managing massive partner ecosystems and prioritizing key partnerships.
- The shift towards consultative selling in the IT landscape and the emergence of trusted advisor partners.
- Fostering a team culture focused on growth and equipping employees with the right tools to excel in evolving channel landscapes.
081 - Mike Marzano from Contentsquare - How to Sell More With Cloud Marketplaces
29 Apr 2024
00:28:40
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
080 - Innovate or Sink: The Roadmap for Enablement in Ecosystems with TIDWIT
22 Apr 2024
00:56:50
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?
079 - The Future of Market Development Funds and Through-Channel Marketing Automation webinar
15 Apr 2024
00:38:44
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:
- Accrual-based vs proposal-based MDF programs. How is the industry shifting and why?
- How can vendors enhance the effectiveness of their MDF?
- Challenges in getting smaller partners to participate in demand-generation activities.
- 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:
- Jay McBain, the Channels, Partnerships, and Ecosystems expert from Canalys
- Janet Schijns, a proven leader known for delivering remarkable growth outcomes for the channel, CEO of JSG
- Blake Williams, the go-to expert in Partner and Revenue marketing, founder of Ampfactor
- Alex Whitford, Channel Distribution and TCMA expert and the VP of Revenue at Channext.
105 - Greg Finnigan - Customer Obsession: How AWS is Redefining the Channel
07 Oct 2024
00:32:04
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/
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
076 - Janet Schijns of JSG - The Biggest Opportunities For Channel Marketers
25 Mar 2024
00:27:43
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 🎧
075 - Tim Britt of Freshworks - How to Build a Cloud Channel
18 Mar 2024
00:29:20
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
074 - Darren Sharpe of Microsoft - The Benefits of Cloud Marketplaces for Channel Partners
05 Mar 2024
00:30:22
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.
073 - Laura Padilla - How to Build a Channel Program from Scratch
28 Feb 2024
00:34:43
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:
- Her biggest learnings from building a channel program from scratch
- How much of the business should come from the channel?
- How to unify alliance and channel strategies? And what role does marketing play in that?
072 - Wayne Mason of Neat - How to Build a Run Rate Strategy for your Channel
22 Feb 2024
00:40:20
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?
071 - Frank Aan De Stegge of Zoom - How to Leverage Automation To Scale Partner Marketing
13 Feb 2024
00:27:03
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.
070 - Tim Maloney of RiskOptics - How to Run a Global Channel
29 Jan 2024
00:33:19
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
069 - Allan Adler - The Future State of Channel Marketing
29 Jan 2024
00:39:45
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.
104 - Jay McBain - Halftime in the Decade of the Ecosystem
30 Sep 2024
00:39:59
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/
068 - Aaron Howerton of Samsara - Mastering the fusion of Partner Operations and Business Growth
25 Jan 2024
00:37:39
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
067 - Vince Menzione of Ultimate Partner - Building success through SMB, AI and Cloud Marketplaces in Partnerships
17 Jan 2024
00:36:45
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.
066 - Peter Geytenbeek of Delinea - Navigating the Vendor-Reseller relationship for Sustainable Partnerships
11 Jan 2024
00:31:16
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.
065 - Unveiling the Ultimate New Year Resolutions for Channel VP Excellence!
08 Jan 2024
00:21:13
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
064 - 2023 Partner Marketing: Predictions vs. Reality
05 Jan 2024
00:20:10
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.
063 - Barrett King of New Breed - Building cutting-edge B2B tech partnerships
18 Dec 2023
00:31:11
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