Partnerships Unraveled – Details, episodes & analysis

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 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 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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#channelmarketing #channelpartners

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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#channelmarketing #channelpartners

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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#channelmarketing #channelpartners

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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#channelmarketing #channelpartners

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:

1. B2B Buying is Changing – New buyers prefer digital-first, digital-only solutions and prioritize seamless integrations over traditional sales interactions.
2. 2024: The Year of Platforms – The most successful companies are now platform-driven, enabling partners to add value and enhance offerings through ecosystems.
3. 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.
4. 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.
5. 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/

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#channelmarketing #channelpartners

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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#channelmarketing #channelpartners

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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Learn more about Channext 👇

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#channelmarketing #channelpartners