Partnerships Unraveled

Send us Fan MailEp. 251 – Larry Walsh, CEO & Chief Analyst at ChannelnomicsIn this episode of Partnerships Unraveled, we sit down with Larry Walsh, CEO and Chief Analyst at Channelnomics. After three decades studying how vendors and partners work together, Larry brings a data-driven, refreshingly clear-eyed view of what actually makes channel relationships thrive, and where the real opportunity for growth is hiding.Larry opens with a distinction that reframes the whole vendor-partner relationship: vendors tend to operate on narrative economics, describing value in ways people can believe, while most of the channel runs on vibe economics, things partners feel but can't always articulate. That gap is where misalignment creeps in. Larry shares an example of a vendor struggling with partner engagement, only to discover they were playing defense, protecting margin so tightly that the benefits weren't worth the effort. The fix isn't about equal treatment, it's about equilibrium: creating conditions where partners make money with a vendor, not on them.The conversation turns to friction in the go-to-market process, and Larry points to Channelnomics' own research on quoting: some partners wait three to five weeks for a quote, at a moment when customers expect Amazon-level speed. He also describes how partner programs accumulate like sedimentary layers, with policies piling up long after anyone remembers why they exist. His approach isn't chasing perfection, since that's expensive and never fully reachable, but building a continuous habit of asking whether a rule or process still earns its place, and removing what only adds drag for partners.Looking ahead, Larry sees the channel's role only deepening: less about moving boxes, more about becoming the connective tissue between vendor promises and customer outcomes, helping partners go further, faster, and with less risk.Key Takeaways:Equitable Outcomes Drive Partner Engagement Larry points out that vendors and partners tend to run on two different kinds of economics: vendors describe value in narrative terms, while partners operate more on feel, things they sense but can't always put into words. When those two are out of sync, engagement suffers. He shares a real example of a vendor whose partners weren't engaging, only to find the vendor was "playing defense," making it too hard to capture even modest benefits, and the fix was building genuine equilibrium rather than identical treatment.Partners Earn Only When They Perform Larry breaks down why channel economics work the way they do: a direct salesperson has to be paid, trained, and supported whether or not they close deals, while a partner only earns when they deliver. He notes that a channel sale runs roughly 10 to 15% more economically than a direct one, largely because partners are mining the white space already sitting inside their own install base.Quoting Speed Decides the Sale Drawing on Channelnomics' own research, Larry shares that a third of partners are waiting three to five weeks for a quote, at a time when customers, conditioned by Amazon-style buying, expect answers instantly. He points to vendors managing a quarter million SKUs or custom-built hardware as examples of how quickly complexity can turn a quoting process into a lost sale.Probability Models Replace Guesswork With Strategy Larry describes a recent project where a global vendor was deciding how to restructure a regional partnership, and Channelnomics ran the options through a probability model that scored four different configurations by likelihood of success, one coming in at 85%. Rather than replacing judgment, the model gave the vendor a clearer set of trade-offs to weigh, which lined up with their budget and capabilities.The Channel Keeps Evolving Into Trusted Advisors Larry pushes back on "save the channel" narratives, pointing to a partner ecosystem that's larger than ever, with more than 600,000 partners in Microsoft's network alone and roughly 1.2 million worldwide. His view is that the channel's role keeps shifting, from selling boxes to clouds to now selling outcomes, with partners becoming the connective tissue between what vendors promise and what customers actually experience._________________________Learn more about Channext

Send us Fan MailIn this special 250th episode of Partnerships Unraveled, we sit down with Dorian Kominek, Channel Leader for the Zapier Solution Partner Program. After a decade as an entrepreneur and years building partner programs across services and SaaS, Dorian brings a refreshingly grounded view of what channel work actually is, and why humility might be its most overlooked skill.Dorian traces his path from a decade as an entrepreneur through partner programs in appliances and food service, and into the two years he has spent building Zapier's Solution Partner Program, a network of agencies that help customers automate their workflows. Along the way he picked up a philosophy he now leads with: human first, living close to the surface of who you are, with less pretense and more willingness to be vulnerable. Looking back at his years in traditional channel roles, he points to something tech could stand to learn: humility, and the discipline to get down to brass tacks and keep things simple.That same directness carries into how Dorian sees tech's partner ecosystem. Because SaaS products are intangible, lines of code rather than physical goods, companies have been free to get creative, building service partners, integration partners, and resellers across every hue of what he calls the partner rainbow. Bringing that kind of program into a company that grew through product-led growth took a different kind of case-making. Dorian frames building a channel function as an act of entrepreneurship, one that thrives when it rides alongside senior leadership's broader strategy from day one.With Zapier's own product evolving fast alongside AI, Dorian's approach is to stay iterative: lean on partners as eyes and ears, take small steps, and let the relationships, not the roadmap, lead the way.Key Takeaways:Human First, Not Just a Tagline Dorian's LinkedIn line, human first, describes people who live close to the surface of who they are, without the layers of pretense picked up over a career. He admits that living this way makes you more vulnerable, but says it feels more authentic and makes it easier to build things together with partners.Traditional Channel's Underrated Edge: Humility Before tech, Dorian ran distributor relationships at Miele and channel marketing at Compass Group, work he says keeps things refreshingly simple: a customer's dishwasher breaks, and the job is to offer real options. He believes tech does its best work when it carries that same directness forward, since the underlying job is still just one-to-many relationships built on people helping people.Every Hue on the Partner Rainbow Because software is intangible, just lines of code rather than a physical product, Dorian sees tech partnerships as far more inventive than the traditional distributor-and-installer model. Instead of a handful of fixed categories, companies can build service partners, integration partners, and resellers across, in his words, every hue of the rainbow, giving the episode its title.Treat Channel Building Like a Venture Dorian frames standing up a channel function as an act of entrepreneurship: small bets, fast iteration, and a willingness to take risks before the data fully proves the case. He notes that mature companies naturally lean managerial and protective of what they've built, so the programs that succeed are the ones that align closely with senior leadership's broader strategy.Staying Iterative When the Product Won't Sit Still With Zapier's product shifting quickly alongside AI, Dorian has learned to let go of trying to control every outcome. His approach now is to lean on partners as eyes and ears, take small steps, and build as the picture changes, without over-constructing a plan for a moment that may not last._________________________Learn more about Channext

Send us Fan MailIn this special Pax8 Beyond '26 feature of Partnerships Unraveled, we sit down with Kyle Tatum, Senior Channel Sales Manager at NordSecurity. Kyle leads new managed service provider recruitment for Nord and has been part of the channel program since its early days, giving him a first-hand view of how Nord scaled past a thousand partners while keeping the experience personal.Kyle opens with what has made NordSecurity's channel program stand out as it has grown. Every new partner gets a free Not For Resale license to use internally, direct attention from a real person during the recruit phase, and a dedicated account manager as soon as they sell their first seat. No inbox roulette. Nord's alliance work follows the same integration-first mindset. The recent partnership with CrowdStrike started with two real integrations: an API-driven shutdown of secure access when CrowdStrike detects a threat, and a SIEM integration in progress. Marketing then follows from the actual substance.From there, the conversation turns to consumer brand equity as a channel tool. NordVPN is a globally recognized brand, and Kyle treats it as an icebreaker. Even when partners initially assume Nord is a consumer-only company, that opens the door to demonstrating what the enterprise stack actually delivers. Kyle draws a parallel to how Nike broke into skateboarding through one credible product moment. On AI, Kyle is thoughtful. Managed service provider requests are moving toward Model Context Protocol integrations that let them manage products through Claude or ChatGPT. Nord has already shipped that for Nordstellar and is bringing it to other products.Kyle closes on a piece of practical wisdom that grounds the whole conversation. Don't get caught up in the hype cycle. Vendor conversations, real integrations, and real relationships are what shape lasting channel partnerships. People buy from people they like._________________________Learn more about Channext

Send us Fan MailIn this episode of Partnerships Unraveled, we sit down with Evgenia Ostrovskaya, Director of Channel Sales for EMEA Digital at Johnson Controls. With more than 25 years across software development, product, customer success, marketing, and sales, Evgenia brings a full-lifecycle view of what makes channel programs work in the smart and intelligent buildings space.Evgenia opens with a mindset she brings to every partner conversation: partners function as an extension of every process inside the vendor organization. Marketing, sales, support, delivery, training. If a team does not fully understand its own internal processes, it cannot help partners scale them either. That is why she puts so much emphasis on qualification and delivery readiness. Scaling the process means investing in quality before adding partners, and pacing yourself when the platform is still finding product-market fit. Empathy for friction, especially in the early days of any new offering, is what separates channel programs that scale from those that stall.From there, the conversation moves into how the channel for smart and intelligent buildings has evolved. The shift from product install to full lifecycle service management changes everything about how partners deliver, from initial setup to ongoing customer value and recurring revenue. Siloed systems have given way to open, interoperable platforms and ecosystems, which means partners with integration capabilities are the ones pulling ahead. Cyber security has moved from a future concern to a gating function today. Evgenia frames the strongest partners as those investing in these capabilities alongside her, building the kind of value chain that keeps end customers coming back.Evgenia closes on the formula she keeps coming back to. Companies exist to solve customer problems better than others. Channel teams exist to help partners do the same. When both sides invest in the outcomes their customers actually want, everyone wins._________________________Learn more about Channext

Send us Fan MailEp. 248 – David Turner, Distribution Leader for EMEA at NutanixIn this episode of Partnerships Unraveled, we sit down with David Turner, Distribution Leader for EMEA at Nutanix. With 26 years in the industry, split between distribution and vendor roles, David brings a rare view from both sides of the channel, and a clear sense of what actually makes partnerships work.David opens with what's stayed constant across his career: channel leadership is a people business, built on trust, a clear vision, and mutual profitability. What's changed is the complexity of the landscape, as customers increasingly look for orchestrated solutions instead of straightforward fulfillment. That's where segmentation comes in. Nutanix invests deeply in its strategic partners while working closely with distributors to spot the partners on the rise, especially in emerging areas like containers and generative AI. David is equally open about how much Nutanix leans on its partners' hard-won customer relationships, describing the philosophy simply: "we're borrowing the relationship," and treating it with real care.David also explores what it takes to lead across EMEA, embracing the unique character of each market it contains. Nutanix keeps its core program and value proposition consistent everywhere, then gives each region room to shape its own mix of partner types and commercial terms, whether that means system integrators, traditional resellers, or service providers. That same philosophy of choice carries into Nutanix's go-to-market: partners can build on the hardware, hypervisor, or cloud environment their customers already prefer, and can operate as both reseller and service provider at once, so the answer to "can you support this?" is almost always yes.Looking ahead, David sees distributors moving beyond fulfillment into transformation: orchestrating partner networks, sharing data, and enabling growth at scale. It's a shift that keeps the whole ecosystem, and its trusted relationships, moving forward together.Key takeaways:Trust and Profitability Anchor Great Channel Leadership. David points to two things that never change in channel leadership: genuine trust between people, and a shared focus on mutual profitability. The strongest leaders walk the walk, standing behind what they say and staying laser focused on making sure everyone understands their role and their share of the profit pool.Borrowing the Relationship, and Protecting It Like Your Own. David describes Nutanix's channel model simply: partners bring 20 to 30 years of customer relationships to the table, and Nutanix sees itself as borrowing that trust, not owning it. That means treating every partner-held relationship with real care, since the end customer belongs to the partner, not the vendor.Segmentation Creates Room for Both Scale and Discovery. David treats segmentation as the tool that makes room for both strategic, established partners and the ones just coming into their own. Deep investment goes to the large relationships that already know Nutanix's playbook, while distributors help identify partners on the rise in newer spaces like containers and generative AI.One Program, Many Markets: Consistency Meets Local Nuance. EMEA covers a huge range of mature and high-growth markets, and David embraces just how different they are. Nutanix keeps its core program and value proposition consistent everywhere, then lets each region choose its own mix of partner types, from system integrators to service providers, and adjust commercial terms where needed.Distribution Is Moving From Fulfillment to Transformation. David sees the distributor role evolving well beyond order processing into orchestrating the wider partner network. That means putting data to work, scaling enablement and training, and helping partners pivot toward new consumption models, positioning distribution as a genuine growth engine for the next few years._________________________Learn more about Channext

Send us Fan MailIn this special Pax8 Beyond '26 feature of Partnerships Unraveled, we sit down with Gene Reich, Cofounder and CEO at Traceless. Coming from more than two decades running an Apple-focused managed service provider, Gene brings an operator's view to a conversation about human communication security, the help desk as an emerging attack surface, and a security brand that leads with positivity.Gene opens with how Traceless came to exist. Running his own MSP, he kept finding the same vulnerability. Help desk conversations, password requests, and human communication were consistently the weakest point, and no existing tool solved it well. He built a prototype, brought five managed service provider peers into an early advisory group, and iterated from there. The attack surface has kept expanding since. Threat actors have moved beyond email into ticketing systems, Teams, Slack, and now voice AI. Traceless has grown alongside that landscape, focused on giving providers and their customers protection that meets how people actually communicate today.From there, the conversation moves into how Traceless shows up in a market known for fear-based branding. Gene deliberately chose the opposite approach. Tie-dye Nike jumpsuits, colorful design, and a message centered on helping providers get healthier through better tooling, without leaning on fear tactics. The AI approach follows the same intentional line. Traceless runs its own small language model that never dials home, stays inside a container, and adds contextual analysis on top of traditional data protection. The platform flags high-risk transactions and gives providers a chance to guide the moment with clear guardrails.Gene closes on a simple reframe. The digital assets managed service providers control today are the equivalent of what banks hold. Customers should expect the same level of security from both, and the providers who deliver that will be the ones customers trust the most._________________________Learn more about Channext

Send us Fan MailIn this episode of Partnerships Unraveled, we sit down with Michael Roch, Partnerships Advisor and Founder at MHPR Advisors. With 25 years advising senior leaders on partnerships, alliances, and ecosystems across professional services, life sciences, and technology, Michael brings a rare cross-sector view of what actually makes channel and alliance programs thrive.Michael opens with the honest observation that the technology channel gets a lot right and leads other sectors in how partnerships are built. Where he sees room for improvement is in three areas most companies quietly struggle with. One partner program rarely fits every partner type. Short-termism in reward structures still overweights the initial deal, when profitable growth comes from adoption, renewals, and expansion. And the partner experience often ends up harder than it needs to be. Underneath all of it, consistency is what most alliance managers underestimate. Institutional knowledge solves the hard problems, and turnover in the alliance seat is one of the biggest risks to it.From there, Michael introduces the practical tool most ecosystems miss: the partnership health check. He distinguishes it from a structured reset, which is a bigger reevaluation done when something is clearly off. A health check is lighter, takes a week or two end to end, and revolves around five simple questions. Are we still aligned on outcomes? Is the business producing what we agreed to? Is the day-to-day model running smoothly? How is trust? What needs to change? Done every twelve to eighteen months, health checks are how alliance managers spot trends early and keep partnerships on track.Michael closes with a forward-looking view: the future of ecosystems belongs to quality over quantity. AI-assisted decision-making, coordinated networks, and the discipline to focus on partners genuinely aligned with the business are what will define the next chapter of channel work._________________________Learn more about Channext

Send us Fan MailIn 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._________________________Learn more about Channext

Send us Fan MailIn 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._________________________Learn more about Channext

Send us Fan MailIn 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._________________________Learn more about Channext

Send us Fan MailIn 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._________________________Learn more about Channext

Send us Fan MailIn 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._________________________Learn more about Channext

Send us Fan MailIn 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._________________________Learn more about Channext

Send us Fan MailIn 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._________________________Learn more about Channext

Send us Fan MailIn 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._________________________Learn more about Channext

Send us Fan MailIn 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._________________________Learn more about Channext

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._________________________Learn more about Channext

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._________________________Learn more about Channext

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._________________________Learn more about Channext

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._________________________Learn more about Channext

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._________________________Learn more about Channext

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._________________________Learn more about Channext

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._________________________Learn more about Channext

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._________________________Learn more about Channext

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._________________________Learn more about Channext

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._________________________Learn more about Channext

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._________________________Learn more about Channext

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._________________________Learn more about Channext

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._________________________Learn more about Channext

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._________________________Learn more about Channext

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._________________________Learn more about Channext

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._________________________Learn more about Channext

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._________________________Learn more about Channext

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._________________________Learn more about Channext

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._________________________Learn more about Channext

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._________________________Learn more about Channext

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._________________________Learn more about Channext

 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/DOTETD SYNNEX Website: https://www.tdsynnex.com/na/us/TD SYNNEX Newsroom: https://news.tdsynnex.com/_________________________Learn more about Channext

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._________________________Learn more about Channext

 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. _________________________Learn more about Channext

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._________________________Learn more about Channext

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._________________________Learn more about Channext

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._________________________Learn more about Channext

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._________________________Learn more about Channext

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._________________________Learn more about Channext

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._________________________Learn more about Channext

200+ Conversations Later: Here's What's Shaping the ChannelOver 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!_________________________Learn more about Channext

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._________________________Learn more about Channext

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._________________________Learn more about Channext

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.

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._________________________Learn more about Channext