Partnerships Unraveled

In this episode of Partnerships Unraveled, we dive into the career journey and channel philosophy of Ty Smith, founder of Optical Diversity Telecom and 2023 Channel Manager of the Year at Intellisys. From redefining what it means to be a proactive channel leader to launching his own agency, Ty brings unmatched insights from the trenches of indirect sales and partner enablement.We unpack Ty's award-winning approach to distributor collaboration, technical training, and network-first channel growth. He also introduces his thought-provoking SPICE framework, an actionable model for driving diversity across Suppliers, Partners, Investors, Customers, and Employees and explains why a more inclusive channel isn't just fair, it's essential for scale.You'll also hear:What most channel managers misunderstand about switching to the partner sideWhy brand equity matters more than ever, and how new partners can build itHow to bring the channel to overlooked regions and underrepresented talent poolsTy's bold vision to make channel roles as mainstream as real estate agentsWhether you're leading partner strategy or just discovering the power of the channel, this episode offers a fresh, human, and forward-thinking lens on what's next for our ecosystem.Connect with Ty: https://www.linkedin.com/in/tyrellsmith/_________________________Learn more about Channext

In this episode of Partnerships Unraveled, we sit down with Alex Walsh, Channel Alliances Director for Veeam UK & Ireland, to explore what it takes to lead in a 100% channel-driven business. With over eight years at Veeam and a clear trajectory of growth, Alex shares the leadership philosophies, cultural principles, and executional discipline that have helped him and his team thrive.From nurturing high-performing partner managers to cultivating a culture of overachievement and strategic enablement, Alex reveals how Veeam balances large-scale partner ecosystems with laser-focused partner engagement. He discusses the company's focus on being “enterprise-first” and “BaaS-first,” and why doubling down on core fundamentals like responsiveness and relationship-building outpaces flashy strategies.We unpack how Veeam builds teams ready for their next role, how partner-led success is embedded in everything from hiring to promotions, and why simplicity in execution is often the most powerful differentiator. Whether you're building channel teams, scaling partner programs, or simply want to hear from someone shaping what excellence looks like in the channel, this one's not to be missed.Connect with Alex: https://www.linkedin.com/in/alex-walsh-31b3aa60/_________________________Learn more about Channext

What does it take to overhaul a 20-year-old partner program at one of the most channel-centric companies in the world? In this episode, we dive into Cisco's monumental redesign of its global partner ecosystem with Elisabeth De Dobbeleer, VP of Cisco's Partner Program, and Jason W. Gallo, VP of Value Acceleration.Together, they unpack why Cisco is reimagining everything - from partner capability metrics to co-innovation frameworks to meet the demands of a rapidly evolving customer landscape. With seismic shifts in AI, cloud, and cybersecurity, Cisco's new 360 Partner Program is designed not to tweak, but to transform. Elisabeth and Jason share how they're redefining what it means to be a capable partner, why transparency and vulnerability were vital to the program's design, and how they're investing $80M in partner readiness to ensure success at scale.From tracking sentiment across 39,000 partners to rewarding technical depth and lifecycle excellence, this is a masterclass in change leadership, co-creation, and future-proofing your channel.Whether you're a channel strategist, program architect, or partner marketing lead, this episode offers critical insights into building and rebuilding at scale.Connect with Elisabeth: https://www.linkedin.com/in/elisabeth-de-dobbeleer/Connect with Jason: https://www.linkedin.com/in/jagallo/_________________________Learn more about Channext

In this episode of Partnerships Unraveled, we sit down with Luxy Thuraisingam - scientist by training, storyteller by instinct, and a force in tech marketing to unpack what it really takes to build winning channel strategies for the SMB space.Luxy brings 20 years of experience across B2B, B2C, and B2B2C, revealing why SMBs deserve more than a hand-me-down enterprise strategy. We explore how consumer marketing mindsets can better align with SMB behavior, why brand tone and voice matter more than ever, and how intentionality should drive every partner interaction.But this conversation goes far beyond strategy. Luxy shares powerful insights on building high-performing, diverse teams, the art of hiring for potential over perfection, and how psychological safety and “speaking the uncomfortable truth” are key to innovation.Whether you're a channel leader, partner marketer, or aspiring team builder, this episode is packed with practical guidance and energizing leadership lessons. Tune in to discover how to build with partners, not just for them and why the future of leadership is all about lifting others.Connect with Luxy: https://www.linkedin.com/in/luxy-thuraisingam/_________________________Learn more about Channext

In this episode of Partnerships Unraveled, we sit down with Chad Dowlen, Senior Director of North American Channels at Dell Technologies, to unpack one of the most remarkable channel transformations in tech history. With over two decades at Dell and 17 years in the channel trenches, Chad offers a firsthand account of the company's pivot from a direct-only model to becoming a global channel powerhouse.Chad shares what sparked this strategic shift, how Dell overcame internal resistance, and the cultural evolution that made "partner first" more than just a mantra. From key inflection points like the EqualLogic acquisition to groundbreaking initiatives like Partner First for Storage, Chad takes us behind the scenes of the structural and strategic decisions that changed everything.We explore how Dell scales partner engagement, nurtures long-term relationships in a high-churn environment, and maintains one of the most tenured channel teams in the business. Chad also provides hard-earned leadership advice for new channel chiefs and outlines the communication strategies that keep 400+ team members aligned and executing.Whether you're leading a channel team or shaping your company's route-to-market strategy, this episode is a masterclass in channel leadership, culture, and long-term impact.Connect with Chad: https://www.linkedin.com/in/chad-dowlen-9672868/_________________________Learn more about Channext

This week on Partnerships Unraveled, we're joined by Hans Nipshagen, longtime Akamai channel leader and incoming VP of Channel at edge data center company Enlighten, for a masterclass in scaling new logo acquisition through the channel.Hans shares how he rebuilt Akamai's EMEA partner ecosystem from the ground up, prioritizing quality over quantity and zeroing in on the right partners for the right markets. We dig into the real mechanics of driving a partner-led pipeline: aligning AEs and partner managers, embedding business development DNA into your team, and changing the culture from “relationship keepers” to “pipeline creators.”This episode is especially valuable for channel leaders focused on net-new growth. Hans pulls back the curtain on the tactics that worked, including outcome-focused incentives, clear partner tagging, AE education strategies, and why BD-first hiring transformed his channel team's performance.If you're in the business of building high-performing partner programs, this conversation delivers the roadmap.Connect with Hans: https://www.linkedin.com/in/hansnipshagen/_________________________Learn more about Channext

In this episode of Partnerships Unraveled, we dive into the remarkable journey of SentinelOne's channel evolution with Brian Kroneman, AVP of Global Programs and Strategy. From the moment SentinelOne declared itself 100% channel-led, Brian has been instrumental in turning that bold promise into a scalable, data-driven reality.We unpack how building for partners from day one - architecting for MSPs, simplifying enablement, and aligning incentives, helped the company avoid the all-too-common “channel retrofit.” Brian shares candid lessons on program design, internal alignment, and the tools and metrics that turn partnership theory into predictable growth.This episode is a masterclass in building programs that scale, evolve with complexity, and prioritize transparency and action over empty noise.Tune in to hear:Why SentinelOne unified its entire partner ecosystem under one program frameworkHow to design simplicity into even the most layered channel structuresThe KPIs that truly reflect ecosystem value beyond just bookingsWhat automation really means for channel velocity and operational scaleThe renewal insight that unlocked significant retention wins, without lifting a fingerWhether you're scaling a global partner program or just rethinking how to measure success, this one's not to be missed.Connect with Brian: https://www.linkedin.com/in/brian-kroneman/_________________________Learn more about Channext

In this episode of Partnerships Unraveled, we dive deep into how AI is not just another tech trend but a fundamental shift that's redefining the future of work, especially within the channel. We're joined by David Rozzio, Worldwide Head of Commercial Computing at HP, to explore what the rise of AI PCs (AIPCs) means for partners, end users, and the entire technology ecosystem.David unpacks the four defining benefits of AIPCs, speed, efficiency, security, and personalization, as well as how these intelligent devices are set to transform workflows for roles like sales professionals. He also explains HP's channel-first approach: from tailored partner enablement programs and tools like the HP Experience App, to outcome-based sales strategies that help partners shift from product selling to solution storytelling.What makes this conversation particularly valuable for channel professionals is David's insight into how HP is bridging the AI value chain, combining hardware innovation, ISV collaboration, and training support, to empower partners to deliver tangible, differentiated outcomes.If you're in the channel and want to understand how to turn AI from a buzzword into a business builder, this episode offers a roadmap and a rallying cry for action.Connect with David: https://www.linkedin.com/in/david-rozzio-6aa107/_________________________Learn more about Channext

In this episode of Partnerships Unraveled, we sit down with Addie Finch, VP of Channels, Americas at Cato Networks, whose journey from TV news anchor to channel leader offers a masterclass in the power of messaging and relationship-driven strategy.Addie shares how her background in broadcast journalism gave her an edge in distilling complex solutions into clear, compelling narratives, a skill that's now central to how Cato communicates its unique position in the SASE market. We explore the importance of short-form messaging, persona-based enablement, and the critical difference between partner satisfaction and partner success.She also opens up about architecting a broad channel strategy that spans MSPs, VARs, GSIs, sub-agents, and more, as well as how Cato tailors its support to each route to market. From walking away from deals to protect partner trust, to redefining what “agility” means in a high-scale channel, this episode is packed with insights on leading with integrity, clarity, and speed.If you're designing channel strategies for scale or wrestling with how to earn and keep partner trust, this one is not to be missedConnect with Addie: https://www.linkedin.com/in/addiebfinch/_________________________Learn more about Channext

In this episode of Partnerships Unraveled, we dive deep into the evolving world of distribution and partner strategy with Patrícia Cabrera Perez, Head of Distribution for EMEA at Gigamon. With over two decades of experience spanning LATAM and EMEA, Patrícia brings a unique, heartfelt perspective on the power of channel partnerships, grounded in trust, strategy, and adaptability.We explore her journey from sending POs via fax machines in Mexico City to orchestrating large-scale channel strategies across Europe. Patrícia shares her insights into the delicate balance between partner volume and value, the frameworks she uses to drive growth, and the art of fostering agility within massive partner ecosystems.This episode also tackles the rising influence of marketing in distribution, how data and personalization are redefining partner engagement, and why demand generation is the often-overlooked metric every channel leader should obsess over. To round it out, Patrícia opens up about the transformative power of mentorship, both received and given and why leading by example can ripple across an entire ecosystem.Whether you're a channel veteran or new to the space, this conversation offers strategic depth, personal warmth, and real-world lessons for anyone looking to scale partnerships with purpose.Connect with Patricia: https://www.linkedin.com/in/patricia-cabrera-perez-80960030/_________________________Learn more about Channext

In this episode of Partnerships Unraveled, we sit down with Julius Berger, Senior Director and Head of Corporate Mid-Market at Fujitsu (soon to be Fsas Technology), for a candid and deeply insightful conversation on what it really takes to evolve a channel strategy, especially when it means saying goodbye to the familiar.Julius shares the story behind Fujitsu's strategic pivot from a broadline, volume-focused model to a highly targeted, solution-driven channel approach. We explore what it takes to realign your entire partner ecosystem, the emotional complexity of ending long-standing partnerships, and how building with transparency and empathy creates the foundation for new, high-value relationships.From championing solution selling and embracing partner individuality to redefining the distributor's role in an AI- and services-led future, Julius offers practical lessons and honest reflections. Plus, he opens up about balancing a demanding channel career with life as a father of three, and why clear communication is his ultimate leadership superpower.This episode is a must-listen for anyone navigating change in the channel, building for scale, or aiming to lead with both strategy and heart.Connect with Julius: https://www.linkedin.com/in/julius-berger/_________________________Learn more about Channext

Heather Harlos, Global Programs Enablement & Go-to-Market Leader at Proofpoint, joins Partnerships Unraveled to break down the strategies that truly empower partners and remove friction from the sales process.In this episode, Heather shares why Proofpoint made the uncommon decision to position its channel programs under sales instead of marketing and why it's paying off. She and Alex dive into the critical role of marketplaces in partner enablement, the balancing act of making marketplaces partner-inclusive, and how AI and automation are shaping the future of channel strategy.Key takeaways include:The shift from traditional channel tiers to behavior-based partner incentivesHow Proofpoint is enabling partners to sell and implement solutions without vendor involvementLessons from consumer marketing that can transform SMB channel strategiesWhy friction is the #1 killer of partner-driven revenue and how to eliminate itIf you're looking to build a high-impact, partner-led channel program, this is an episode you can't afford to miss.Connect with Heather: https://www.linkedin.com/in/heatherharlos/_________________________Learn more about Channext

What do journalism and channel sales have in common? More than you might think.In this episode of Partnerships Unraveled, we sit down with Steven Kiernan, EMEA Sales Leader at Omdia, to explore his unconventional journey from B2B journalism to leading sales at one of the most respected partner ecosystem research firms. Steven shares how storytelling, trust, and deep listening skills honed in journalism have been critical in his transition to sales leadership.We also dive into the seismic shifts shaping the channel today, including:- The ongoing battle between born-in-the-cloud partners and traditional resellers- How large VARs and distributors are adapting (and thriving) in the cloud era- The SMB market explosion and why distribution remains a key player- The evolving role of AI in channel marketing and partner strategies- How hyperscaler marketplaces are disrupting software sales and partner ecosystemsSteven brings his unique analyst-turned-sales-leader perspective to unpack the trends, challenges, and opportunities that channel leaders must navigate over the next five years.If you're looking for strategic insights on where the channel is headed next, this episode is a must-listen!Connect with Steven: https://www.linkedin.com/in/steven-kiernan/_________________________Learn more about Channext

In this episode of Partnerships Unraveled, we sit down with Matt O'Leary, Head of M&A and Strategic Partnerships at 1Password, to explore what it takes to hire, build, and scale successful partnerships. With experience at Shopify, entrepreneurship, and product management, Matt shares why skills alone aren't enough energy, curiosity, and adaptability are the real drivers of success.Key insights from this episode:- Why “philosophical partnerships” working with people who share your values create the best business outcomes- Why hiring for vibes and adaptability beats hiring for experience alone- The downside of relying on partner Rolodexes instead of fresh perspectives- How partnerships, channel, and alliances teams can align for maximum impact- Why ecosystem thinking is becoming a must-have strategy for hyper-scaling companiesIf you're looking for practical insights on how to hire and develop a world-class partnerships team, this episode is packed with takeaways you won't want to miss!Connect with Matt: https://www.linkedin.com/in/matt-o-leary-88251516/_________________________Learn more about Channext

What does it take to drive real demand in the channel and empower partners for long-term success?This week on Partnerships Unraveled, we sit down with Ian Thompson, Head of America's SMB Marketing at Cisco, to dive deep into the strategies that fuel partner engagement, demand generation, and sustainable growth. With over a decade of experience spanning distribution, partner marketing, and SMB strategy, Ian shares his unique perspective on what truly moves the needle in channel marketing.In this episode, we explore: How Ian's background in distribution shaped his approach to channel strategy- The 96% success rate of Cisco's MDF investments—and the best practices that make it work- Why in-person events still deliver high-impact partner engagement (when done right) - How Cisco helps partners move beyond one-off lead generation to build long-term demand engines- The future of cloud adoption in the SMB space and the biggest barriers holding partners backIf you're looking for proven strategies to maximize MDF, engage partners, and drive lasting growth, this episode is packed with insights you don't want to miss.Connect with Ian: https://www.linkedin.com/in/ithompson1/_________________________Learn more about Channext

What happens when a leader from Coca-Cola and L'Oréal enters the world of B2B tech partnerships? Transformation.In this episode of Partnerships Unraveled, we sit down with Donata Zabielskiene, the global channel leader at Nord Security, to explore her unconventional journey into the channel and how she scaled Nord's partner program from zero to 10X growth.Donata shares:- Transferable skills from FMCG to IT - why business fundamentals matter more than industry experience- How to build a channel from scratch - the first three priorities when launching a partner program- The secret to great leadership in a growing channel team - shifting from hands-on execution to strategic direction- Why vendors should rethink hiring - the case for bringing in talent from outside the IT world- Partner marketing done right - beyond content, how vendors can truly support partners in generating demandIf you're in the channel, this episode is a growth, leadership, and adaptation masterclass.Connect with Donata: https://www.linkedin.com/in/donata-zabielskiene-a695b99/_________________________Learn more about Channext

Building a great product isn't enough; you need to find your place in the right ecosystem.This week on Partnerships Unraveled, we sit down with Dr. Alejandro Canonero, a 35-year technology veteran, PhD, and author, to dive deep into the power of ecosystems and why companies fail when they ignore them. With leadership experience at AWS, Google, Oracle, and HP, Alejandro has seen firsthand how tech giants build and scale through partnerships and what happens when they don't.- Why AWS struggled to gain enterprise traction before investing in partners- The biggest mistake SaaS and AI companies make when entering the market- How understanding ecosystem battlegrounds gives companies a competitive edge- Why hyperscalers like AWS, Google, and Microsoft dominate cloud partnerships and what it means for vendors- The operational mistakes that separate high-performing partner programs from failing onesAlejandro also shares surprising lessons from Ironman training and how endurance sports offer powerful parallels to building long-term channel success.If you want a masterclass on ecosystem strategy, go-to-market alignment, and the future of partnerships, this episode is packed with insights you won't want to miss!Connect with Dr. Alejandro: https://www.linkedin.com/in/canonero/_________________________Learn more about Channext

What makes channel partnerships in Southern Europe so unique—and why do global strategies often fall short?In this episode of Partnerships Unraveled, we sit down with Luca Besana, Regional Channel Leader at SentinelOne, to discuss what it really takes to build successful channel programs in markets like Italy, Spain, and Israel. With 15+ years of experience, Luca shares why localization is key, and how vendors can avoid common mistakes when entering these regions.- Why relationships matter more than product in Southern European channel sales- The biggest misconceptions vendors have about doing business in the region- How to balance global consistency with local adaptation in go-to-market strategies- Why having local presence and personnel is critical for channel success- The rise of cross-border expansions and what it means for vendorsIf you're expanding your channel program in Southern Europe or anywhere with strong local business cultures, this episode is packed with actionable insights!Connect with Luca: https://www.linkedin.com/in/lucabesana/_________________________Learn more about Channext

In this episode of Partnerships Unraveled, we sit down with Norman Guadagno, former CMO of Mimecast and marketing leader with deep experience in B2B tech, cybersecurity, and partner-led growth. Norman shares why marketing teams continue to prioritize direct sales over channel partners and what needs to change.

Trust, relationships, and connection—these are the true foundations of the channel, and few understand this better than Jennifer Anaya, Chief Marketing Officer at Ingram Micro. In this episode of Partnerships Unraveled, Jennifer shares how Ingram Micro is reshaping distribution with innovative technology, unified messaging, and a relentless focus on people.We explore why trust is the currency of the channel, how mentorship (both giving and receiving) has shaped Jennifer's career, and why the future of distribution is all about connection. She also unpacks Ingram Micro's groundbreaking platforms, Xvantage and Ultra, and how they're eliminating friction to help partners scale. Plus, Jennifer challenges the industry to shift from vendor-first marketing to outcome-driven, customer-centric messaging.If you're navigating the complexities of the modern channel—whether in distribution, vendor marketing, or partner enablement—this conversation is packed with insights you won't want to miss.Connect with Jennifer: https://www.linkedin.com/in/jenniferbaieranaya/_________________________Learn more about Channext

Too many vendors leave partners to figure out demand generation on their own—and it's not working.This week on Partnerships Unraveled, we sit down with Nevzat Bucioglu, Channel Lead for the DACH region at Commvault, to discuss why partner enablement alone isn't enough—and how vendors can truly fuel partner demand and drive long-term success.- Why traditional MDF spending, especially on telemarketing fails- How a "nurture-first" strategy creates higher-quality, sales-ready leads- The power of co-selling: why vendors should stop throwing leads at partners and start closing deals together- Why demand generation should take priority over enablement, and how real-world experience is the best training- How adapting messaging to local markets can make or break your GTM strategyIf you want practical, no-nonsense insights on how vendors can better support partners, this is an episode you don't want to miss!_________________________Learn more about Channext

Building a partner ecosystem from the ground up isn't for the faint of heart—it takes vision, strategy, and a deep commitment to collaboration. In this episode of Partnerships Unraveled, we sit down with Larissa Crandall, Global VP of Channel & Alliances at New Relic, to explore how she's scaling a global partner strategy with precision and impact.Larissa shares the foundational steps she took to establish a thriving channel program, why she prioritizes quality over quantity when selecting partners, and how she ensures alignment across sales, finance, and the C-suite. We also dive into the importance of an outside-in approach—how listening to partners and customers shapes a winning strategy—and why CFO buy-in is critical for long-term channel success.From structuring co-sell motions to fostering executive engagement, this conversation is packed with actionable insights for anyone looking to build (or rebuild) a high-performing partner program. Plus, Larissa shares her passion for mentorship and why investing in the next generation of channel leaders is key to sustaining industry growth.If you're serious about building a channel strategy that scales, this is an episode you don't want to miss.Connect with Larissa: https://www.linkedin.com/in/larissacrandall/_________________________Learn more about Channext

In this episode of Partnerships Unraveled, we're diving deep into one of the biggest challenges MSPs face: sales and marketing. Joining us is Greg Jones, SVP of Business Development at Kaseya, who shares his unique approach to driving MSP success—by flipping traditional vendor marketing on its head. Greg unpacks why Kaseya prioritizes partner enablement over product evangelism, offering actionable insights on how MSPs can generate recurring revenue, leverage MDF effectively, and overcome common marketing roadblocks. He also reveals surprising data on what truly drives ROI in partner marketing (hint: it's not big-budget events) and why smaller, more focused campaigns are delivering exponential results. If you're a vendor or MSP looking to scale, strengthen partner relationships, and drive demand the right way, this episode is packed with invaluable lessons. Tune in to hear how a partner-first mindset isn't just good business—it's the key to long-term success. Connect with Greg: https://www.linkedin.com/in/gregpjones/ _________________________Learn more about Channext

How do you build a channel strategy that actually works for partners? Joe Sykora, SVP of Channel Sales, Distribution, and Alliances at Proofpoint, started his career running an MSP. Now, he's leading global channel growth at one of the biggest cybersecurity companies in the world.In this episode, Joe breaks down why most partner programs are overly complicated and how simplifying them can drive real results. He shares his framework for creating predictable revenue, explains why resell margins are fading in favor of service-led profitability, and talks about the growing role of AI in cybersecurity and MSP operations.Joe also reveals his approach to building a high-performance team, the lessons he's learned from years in the field, and how he sees the future of the channel evolving. Whether you're a vendor or a partner, this conversation is packed with insights you can apply today.Connect with Joe: https://www.linkedin.com/in/joesykora/_________________________Learn more about Channext

 In this episode of Partnerships Unraveled, we sit down with Laura Dashney, Head of Channel Success at Nextiva, to explore how she built a brand-new role designed to bridge the gap between vision and execution.Laura shares how her deep industry experience—from founding and selling an agency to leading channel programs—helped her identify a critical missing piece in most organizations: a tactical leader who ensures that strategic initiatives actually get delivered. She explains how Nextiva is reshaping partner support through a pod-based partner management model, the importance of internal alignment, and why partner enablement is the key to success in an increasingly complex market.We also dive into why in-office collaboration is making a comeback, the future of the channel, and how better execution leads to stronger partner relationships. If you're a channel leader looking to drive real impact, this episode is packed with insights you won't want to miss.Connect with Laura : https://www.linkedin.com/in/lauradashney/_________________________Learn more about Channext

In this episode of Partnerships Unraveled, we sit down with Dana Sell, VP of Channel and Mid-Market Sales at Technology Advice, to discuss why marketing is the missing link in channel partnerships.-Why do vendors struggle to make customers visible in the channel?-How can marketing be used to recruit and enable partners?-Why smart partners make decisions based on long-term revenue, not just margins?- The future of channel alliances and why strategic partnerships will drive success.Dana shares insights from working directly with CIOs and IT leaders, explaining how vendors and partners can bridge the gap between product, marketing, and sales to create real customer value.If you are a channel leader looking to drive real ROI from your partnerships, this is a must-watch.Connect with Dana: https://www.linkedin.com/in/dana-sell-baa0535/_________________________Learn more about Channext

In this episode of Partnerships Unraveled, we sit down with Craig Fulton, industry veteran and M&A advisor at Evergreen, to break down what it takes to scale an MSP beyond founder-led sales.Craig brings 20+ years of experience building high-impact MSP communities (including IT Nation at ConnectWise) and now advises business owners on driving enterprise value and successful exits.Here's what we unravel in this episode: Why Founder-Led Sales Caps Growth – The hidden bottlenecks in MSP sales and why hiring a dedicated salesperson can double or triple customer acquisition. Building Scalable Sales & Referral Systems – How top MSPs create repeatable processes for generating consistent inbound business. The Power of MSP Collaboration – Real-world examples of MSPs working together—even with competitors—to drive growth. Localizing MSP Marketing for Maximum Impact – Why small businesses buy from people they trust, and how sponsoring local events and sports teams can be a game-changer.Mastering MDF & Partner Programs – The right way for MSPs to secure and leverage vendor marketing development funds to drive real ROI—and why tracking & reporting is the secret to getting more funding.Why Vendor Partner Programs Often Fall Short – The gaps in vendor support that are failing MSPs and how vendors can better enable their partners to succeed.Craig's insights cut through the noise with hard-earned lessons on MSP growth, sales, and marketing. If you're an MSP leader looking to scale smarter, this is an episode you can't afford to miss.Connect with Craig: https://www.linkedin.com/in/craigmfulton/_________________________Learn more about Channext

In this episode of Partnerships Unraveled, we sit down with Timm Hoyt, SVP of Global Partner Sales and Alliances at Sumo Logic, to break down why companies that prioritize a partner-first strategy see massive long-term success. - How to shift from a partner-convenient to a partner-centric model - Why a clear vision is critical for scaling global partnerships - The hard financial metrics that prove partner-led growth is the future - The role of AWS Marketplace in simplifying enterprise deals - How AI and solution providers are reshaping the channel Timm shares insights from his career-leading channel transformations at Sumo Logic, Druva, and PagerDuty. If you're a channel leader looking to scale faster and drive revenue through partnerships, this episode is packed with insights. Connect with Timm: https://www.linkedin.com/in/timm-hoyt-43a853a/ _________________________Learn more about Channext

In this episode of Partnerships Unraveled, we sit down with Jennifer Judy, a channel powerhouse with 25+ years of experience leading partner enablement, go-to-market strategy, and channel growth at HP.Here's what we unravel in this episode:- The Four Pillars of Enablement – Jennifer breaks down her proven framework: content, communication, education, and accessibility—and why each plays a critical role in partner success.- Inside-Out Approach to Partner Education – Why training your internal teams first is the key to driving credibility and adoption across the partner ecosystem.- Bringing Dormant Partners Back to Life – The data-driven nurture campaign that revived non-transacting partners and generated $26 million in revenue—and how you can do the same.-  Navigating Mergers & Acquisitions in the Channel – Lessons from the Poly + HP integration: how to blend ecosystems, manage partner transitions, and maintain revenue without disruption.-  The Right Way to Launch New Products Through Partners – The #1 mistake vendors make when launching new products and services in the channel—and how to avoid rollout disasters.Jennifer's insights are practical, data-driven, and battle-tested—this episode is a must-listen for channel leaders, partner marketers, and enablement professionals looking to scale their impact.Connect with Jennifer : https://www.linkedin.com/in/jenniferjudy/_________________________Learn more about Channext

In this episode of Partnerships Unraveled, we're thrilled to host Anthony Graziano, SVP of Marketing at D&H Distributing, who brings a wealth of experience from decades in the channel. Anthony dives into the evolving role of distribution, highlighting how modern distributors like D&H drive value far beyond traditional fulfillment, acting as strategic enablers at every stage of the partner journey.Anthony sheds light on how distributors are empowering vendors and partners to thrive, from leveraging advanced analytics to uncover new opportunities to enabling partners with marketing automation tools and multi-vendor solutions.Key insights include:Dispelling misconceptions about distribution's role in the channel.Activating and scaling the "long tail" of partners to diversify risk and drive growth.How D&H's “market to grow” strategy delivers measurable ROI for vendors.The transformative role of AI in hyper-personalizing marketing and enabling partners to future-proof their businesses.Whether you're a channel leader, a partner strategist, or simply passionate about the future of distribution, this episode is packed with actionable strategies and future-focused insights.Connect with Anthony Graziano: Connect with Anthony Graziano:https://www.linkedin.com/in/anthonygrazianofla/_________________________Learn more about Channext

In this milestone episode of Partnerships Unraveled, we welcome Yuval Dvir, Global Director of Online Platforms and Ecosystems for Google, to explore how one of the world's most iconic brands leverages channel partnerships to expand its reach and redefine productivity.Yuval shares his remarkable journey, working with industry giants to drive transformative strategies and challenge the status quo  With a deep focus on meeting customers where they are, Yuval unpacks Google's innovative approach to scaling partnerships across diverse verticals such as eCommerce, OEM, retail, and online platforms. He also supports deeptech startups to adopt SaaS strategies to productionize and scale their products. Key takeaways include:- Building scalable, high-impact channel architectures.- Strategically meeting customer needs at critical decision-making moments.- Balancing short-term wins with long-term growth strategies.- How emerging technologies like AI and quantum computing are reshaping the channel ecosystem.Connect with Yuval Dvir:https://uk.linkedin.com/in/yuvaldv_________________________Learn more about Channext

In this engaging episode of Partnerships Unraveled, we sit down with Akilah Murrell, Senior Manager of Channel Marketing at 360 Insights and podcast host of Channel Talks. Akilah shares her expertise on building meaningful vendor-partner relationships, implementing impactful marketing strategies, and empowering partners at every stage of their journey.Discover how Akilah's unique perspective—shaped by working with both vendors and partners—helps bridge gaps, foster trust, and ensure mutual success in the channel ecosystem. From understanding the importance of partner feedback loops to leveraging organic marketing strategies, Akilah provides actionable insights for channel professionals looking to elevate their game.Highlights include:The magic of collaboration between vendors and partners.Practical tips for collecting and acting on partner feedback.Using simple, organic marketing techniques to drive growth.The transformative impact of authenticity and video storytelling in modern marketing.Don't miss this deep dive into the future of channel marketing, where authenticity and innovation are reshaping the landscape.Connect with Akilah Murrell:https://www.linkedin.com/in/akilahmurrell/_________________________Learn more about Channext

In this episode of Partnerships Unraveled, we explore the transformative world of channel strategy and partner enablement with Eric Torres, VP of Channel and Community at Pax8. Eric shares his journey from being an MSP to becoming a leading figure in the channel, offering a unique perspective on the opportunities and challenges facing MSPs today.We discuss how Pax8 is revolutionizing partner enablement with its innovative Voyager Alliance Program, which combines funding opportunities with tailored benefits to drive growth and empower partners. Eric highlights Pax8's commitment to community building and their ability to foster collaboration among partners—even competitors—through dynamic events and initiatives.Join us as we uncover what makes Pax8's approach to the channel so impactful and how they continue to shape the partner ecosystem landscape._________________________Learn more about Channext

In this episode of Partnerships Unraveled, we sit down with Torben Sebens, a veteran of the IT industry with over three decades of experience spanning engineering, sales, and partner ecosystems. Torben shares his expert insights on how the channel landscape has transformed and the critical role that partners play in today's fast-evolving technology space.Key topics we dive into:- The evolving value of partners in bridging technological innovation with client needs.- The rise of hyperscalers and their impact on traditional partner roles.- How global systems integrators (GSIs) are reshaping enterprise IT strategies.- The game-changing potential of AI and how it opens new opportunities for channel innovation.- Best practices for fostering collaboration and reducing channel conflict.Torben's unique perspectives, drawn from his deep engineering roots and sales leadership, make this a must-watch for channel professionals, partner marketers, and anyone looking to navigate the complexities of today's partner ecosystem.Tune in for actionable advice, thought-provoking stories, and strategies to enhance partner engagement and drive success in the channel.Connect with Torben: https://fr.linkedin.com/in/torben-sebens-8a8158_________________________Learn more about Channext

This week on Partnerships Unraveled, we welcome Luca Marinelli, a seasoned leader with over 30 years of experience across tech giants like Microsoft, Cisco, Citrix, and Check Point. Currently the COO of blinkoo, Luca joins us to share invaluable lessons from his career spanning vendors, distribution, and the SMB and enterprise channels.Luca reveals the unique insights he gained from working on both sides of the channel, highlighting the critical role of distribution in understanding the entire value chain and crafting effective go-to-market strategies. We also explore the nuances of building scalable SMB programs versus driving high-value, complex enterprise solutions.From enabling partners with simplified automation tools to tailoring strategies for specific verticals, Luca's approach emphasizes aligning with partner needs to deliver impactful outcomes. He also sheds light on the future of the channel, touching on opportunities in cybersecurity, IT optimization, and the evolving hybrid cloud landscape.Whether you're navigating SMB complexities or scaling enterprise partnerships, this episode is packed with actionable takeaways to elevate your channel strategy. Tune in for a masterclass in partnership excellence!Connect with Luca: https://www.linkedin.com/in/luca-marinelli-3911b22/_________________________Learn more about Channext

This week on Partnerships Unraveled, we welcome Jessica Reece, Head of Strategic and Managed Service Provider Sales at Check Point, for an in-depth discussion on shaping successful MSP partnerships. With over 15 years in cybersecurity, Jessica shares her expertise on fostering collaboration, flexibility, and differentiation in a competitive channel ecosystem.In this episode, we cover:• How listening to MSPs can uncover new opportunities and enhance go-to-market strategies.• The importance of horizontal and vertical partnerships in delivering unified solutions.• Strategies for empowering MSPs to differentiate through tailored marketing and program design.• Leadership insights on team building, retention, and creating a culture of continuous learning.Jessica also shares actionable advice for aspiring channel professionals and the tools every MSP needs to thrive in today's rapidly evolving market. Don't miss this masterclass on channel innovation and partnership growth!Tune in now to unlock key strategies for MSP success!Connect with Jessica: https://www.linkedin.com/in/jessica-reece-check-point/_________________________Learn more about Channext

In this episode of Partnerships Unraveled, we sit down with Rob Rae, Corporate Vice President of Communities and Ecosystems at Pax8, a leading cloud marketplace redefining how MSPs and SMBs purchase technology. Rob brings his deep industry expertise, spanning over 20 years in the managed services space, to deliver actionable insights for channel professionals.Rob shares the critical criteria Pax8 prioritizes when evaluating vendors, emphasizing innovation, managed services focus, and technologies that genuinely add value to MSPs' offerings. He highlights the importance of maintaining a pulse on the market through constant engagement with MSPs worldwide and how listening to their needs fuels Pax8's decision-making and growth strategy.We dive into the unique culture of collaboration within the MSP community, contrasting it with the often siloed nature of vendors, and explore why fostering open knowledge-sharing is key to industry evolution. Rob also outlines the top opportunities and challenges MSPs will face in the coming years, from leaning into AI and expanding globally to transitioning from solution providers to strategic advisors.Whether you're an MSP, vendor, or channel strategist, this episode is packed with valuable perspectives on building partnerships that drive innovation and growth. Don't miss this conversation with one of the channel's most dynamic leaders!Connect with Rob: https://www.linkedin.com/in/robtrae/_________________________Learn more about Channext

In this episode of Partnerships Unraveled, we're joined by Elise Carbone, Partner Sales Leader for EMEA and APAC at Deltek, as she reveals the keys to building lasting partnerships in the channel. Elise shares how her consulting background influences her strategic approach to empowering partners and driving collaboration across regions. From fostering transparency and trust with partners to aligning KPIs for mutual success, Elise delivers practical insights for channel leaders. She also explores how partner-to-partner collaboration and emerging technologies like AI are transforming the way organizations scale and enable their ecosystems. If you're managing complex regions, navigating the shift from direct sales to channel models, or simply looking to strengthen your partner relationships, this episode is packed with lessons you can apply right away. Tune in to discover how to lead with clarity, adapt to regional challenges, and build a future-ready partner program. Connect with Elise: https://www.linkedin.com/in/elisecarbone/ _________________________Learn more about Channext

In this episode of Partnerships Unraveled, we dive deep into the transformative power of trusted advisors in the channel with Drew Lydecker, Co-founder and President of AVANT Communications. With a career spanning influential roles at WorldCom, AT&T, and CDW, Drew has firsthand insights into how technology adoption and partner ecosystems have evolved into indispensable drivers of enterprise success.Together, we explore:The shift from brand loyalty to best-of-breed solutions and its impact on decision-making.Why trusted advisors are becoming the cornerstone of IT strategy, navigating choice overload for CIOs and CTOs.The growing role of OpEx models in reshaping the market landscape.Predictions for the channel's evolution over the next five years, and how vendors can align with this seismic shift.Tune in for actionable strategies and Drew's unique perspective on building partnerships that truly last.Connect with Drew  :  https://www.linkedin.com/in/drew-lydecker/_________________________Learn more about Channext

In this episode of Partnerships Unraveled, we sit down with Lisa Campbell, VP of SMB at CrowdStrike, to explore how CrowdStrike is redefining cybersecurity for small and medium businesses.Lisa shares how CrowdStrike is adapting its enterprise-grade solutions to meet the unique needs of SMBs, including the launch of Falcon Go, a simplified and powerful cybersecurity offering. She discusses the rising challenges in the SMB space, the role of AI in breaches, and why strategic partnerships—like their collaboration with 1Password—are critical to success.We also delve into:- How executive leadership can drive innovation and align go-to-market strategies.- The art of identifying “philosophical partners” for long-term channel success.- Why focusing on customer needs and fostering collaborative partnerships leads to better outcomes.If you're interested in cybersecurity, channel strategies, or the SMB market, this episode offers insights you won't want to miss.Listen now to gain valuable takeaways for your own channel journey.Connect with Lisa: https://www.linkedin.com/in/elizabethlisacampbell/_________________________Learn more about Channext

How do you build a channel strategy that drives growth without sacrificing trust? In this episode of Partnerships Unraveled, Sunil Dutt, EMEA Partnerships Leader at DevRev, joins the show to share his journey from startup veteran to channel visionary.With insights shaped by his experience at companies like Symantec, Nutanix, and Salt Security, Sunil reveals how DevRev is transforming the way startups navigate fragmented ecosystems, balance innovation with disruption, and foster partnerships built on trust.Whether you're scaling a new business or rethinking your channel strategy, this conversation is packed with actionable insights for channel leaders.Tune in to discover how DevRev is shaping the future of channel partnerships and what it takes to build a winning strategy in a competitive landscape.Connect with Sunil: https://www.linkedin.com/in/sunildutt/_________________________Learn more about Channext

In this episode of Partnerships Unraveled, we dive into the art and science of channel and partner marketing with Laura Garrido, EMEA Marketing Lead at SentinelOne. With 15 years of experience at leading cybersecurity companies, Laura brings a wealth of knowledge on crafting global strategies that resonate locally.We explore the dynamics of building trusted partner relationships across regions, the challenges of balancing globalization with localization, and the transformative potential of campaigns in a box—when done right. Laura shares actionable insights on fostering partner engagement, measuring ROI in the channel, and the emerging role of unified go-to-market alliances.Whether you're looking to refine your partner marketing strategy or navigate the complexities of regional nuances, this episode is packed with insights to elevate your channel game.Tune in to discover how to make your partner marketing efforts truly resonate—and deliver measurable results.Connect with Laura: https://www.linkedin.com/in/lauragarridoarias/_________________________Learn more about Channext

In this episode of Partnerships Unraveled, we're thrilled to welcome Asher Mathew, CEO and Co-Founder of Partnership Leaders, the largest global community dedicated to partnerships and ecosystems. Join us as Asher and Alex dive deep into the evolution of the Chief Partnerships Officer (CPO) role, exploring how it has emerged as a critical function in today's business landscape.Asher shares insights into the driving forces behind this role's growth, from the prioritization of relationships to the integration of horizontal and vertical partnerships. Plus, we discuss actionable advice for channel leaders aspiring to transition into CPO roles, including the skills, strategies, and mindsets required to succeed at the C-suite level.Tune in to discover how organizations can leverage partnerships to drive innovation, efficiency, and customer-centric solutions.Connect with Asher: https://www.linkedin.com/in/ashermathew_________________________Learn more about Channext

How do you stand out in a crowded market while driving real value for your channel partners? This week on Partnerships Unraveled, we explore the answer with Alex Ruslyakov, Chief Channel Officer at Acronis.In this episode, we delve into Acronis' three key differentiators: simplifying complex cybersecurity and data protection solutions, building seamless cross-sell capabilities into their unified platform, and redefining partner relationships through a "business developer" approach. Learn how these strategies empower MSPs to scale efficiently, improve their service offerings, and deliver exceptional customer value.Alex also shares the details behind Acronis' unique TeamUp and Sports Ignite programs—groundbreaking initiatives that connect partners with sports organizations to elevate brand visibility, build customer loyalty, and forge deeper relationships. Plus, hear how Acronis leverages sales development funds as both an investment tool and a growth catalyst for partners.Don't miss this in-depth discussion on building smarter, more strategic partnerships.Connect with Alex: https://www.linkedin.com/in/alex-ruslyakov_________________________Learn more about Channext

This week on Partnerships Unraveled, we're thrilled to welcome Tina S. O'Dell, Director and Chief of Staff of Global Partner Marketing at Juniper Networks. With over 25 years in high-tech and deep expertise on both the vendor and partner sides of the channel, Tina brings unparalleled insights into effective partner marketing strategies. Join us as we dive into: The often-overlooked power of channel marketing and how it fuels ROI. Why investing in smaller partners can deliver bigger rewards than focusing solely on large players.The art of creating flexible, scalable MDF programs that cater to both small and large partners. Tina's unique perspective highlights the importance of adapting your channel approach to support all partner types, leveraging their strengths to access untapped markets and drive results. From honest ROI reporting to empowering smaller partners to thrive, this conversation provides practical strategies to refine your partner marketing playbook and ensure mutual success.Connect with Tina: https://www.linkedin.com/in/todell/_________________________Learn more about Channext

In this must-watch episode of Partnerships Unraveled, Alex Whitford is joined by Heather K. Margolis, a recognized powerhouse in the world of channel and partner strategy, for a conversation packed with insights, bold predictions, and actionable advice.Heather's story is nothing short of inspiring. From founding Channel Maven in 2009 to building and selling two companies to 360 Insights, she's now embarking on the reinvention of Channel Maven to tackle the challenges of a rapidly changing industry. Heather reveals how shifting market dynamics and boardroom decisions are reshaping the roles of channel chiefs and partnerships leaders—and how businesses can adapt to stay ahead.This episode is a goldmine for anyone in channel marketing, partner enablement, or revenue leadership. Key topics include:Why partnerships are becoming more strategic while traditional channels face declining influence.The hidden cost of eliminating the channel chief role—and why companies are bringing it back.Heather's cutting-edge 12-course curriculum, designed to arm CMOs and CROs with the tools they need to succeed in a channel-first world.Practical strategies for co-selling, building partner ecosystems, and creating long-term value through partner lifetime strategies.Why the concept of “campaigns in a box” needs a total rethink—and how to truly empower partners with modern marketing approaches.Heather also shares thought-provoking insights on how VCs and tech companies are rethinking their channel strategies, especially in global markets like Europe, where customer behavior demands a partner-first approach.Connect with Heather : https://www.linkedin.com/in/heatherkmargolis_________________________Learn more about Channext

In this episode of Partnerships Unraveled, we're joined by Antoine Jebara, Co-Founder of JumpCloud and General Manager of their MSP business. Antoine shares how a partner-driven strategy has propelled JumpCloud into over 160 countries, emphasizing the power of localization and trust in building successful partnerships.Learn how JumpCloud enables MSPs to thrive with tailored programs, actionable feedback loops, and a revamped partner framework that adapts to businesses at every stage. Antoine also highlights the importance of fostering community, empowering small MSPs to grow, and aligning product development with partner needs.Whether you're a channel veteran or new to partnerships, this episode offers inspiring stories and practical insights on building trust, driving growth, and shaping the future of the channel. Tune in to explore how JumpCloud turns collaboration into success.Connect with Antoine: https://www.linkedin.com/in/antoine-jebara-a9171255/ _________________________Learn more about Channext

In this episode of Partnerships Unraveled, we're joined by Jasmina Muller, Chief Ecosystem Officer at Titan Cloud Storage. Jasmina takes us through her journey of channel leadership, drawing on over 25 years of experience in the field and an impressive career in direct and channel sales.Discover the unique challenges and opportunities in building a channel from the ground up, especially within startup environments where budgets and resources are tight. Jasmina shares actionable insights on setting ambitious yet achievable KPIs, identifying the ideal partner profile, and navigating the delicate balance of direct and indirect sales.With candid reflections on her own successes and failures, Jasmina also offers advice on fostering trust with partners, overcoming channel conflicts, and developing a collaborative co-sell motion that drives real results. Plus, get a sneak peek at her favorite "pivot" moments, her strategic approach to long-term planning, and how she sees the channel evolving.Whether you're a channel leader, aspiring partner manager, or simply curious about the intricacies of partnerships, this episode is packed with practical advice and inspirational stories. Tune in to learn how Jasmina transforms challenges into opportunities and why patience and persistence are key to building a thriving channel.Connect with Jasmina: https://www.linkedin.com/in/jasminamuller/_________________________Learn more about Channext

In this episode of Partnerships Unraveled, we interview Michelle Ragusa-McBain, VP of Global Channels at SonicWall, about building a successful channel program by listening to partners and acting on their feedback. Michelle explains how SonicWall's "outside-in listening" approach shaped their SecureFirst program, making it more flexible and partner-focused.We dive into the specific changes the SonicWall team made to meet partner needs, like introducing flexible consumption models and offering Market Development Funds (MDF) to support co-marketing efforts. Michelle also shares how trust and long-term relationships have kept SonicWall's partners loyal for decades.Additionally, we discuss the role AI plays in both enabling partners and defending against cyber threats. Michelle explains how SonicWall is using AI to improve support, training, and protection against cyberattacks, which are becoming increasingly sophisticated.Join us as we explore practical ways to strengthen partner programs, use AI effectively, and maintain trust in a competitive industry.Connect with Michelle: https://www.linkedin.com/in/michelleragusamcbain/_________________________Learn more about Channext

In this episode of Partnerships Unraveled, we sit down with Mayka Rosales-Peterson to explore the evolving role of marketing in the channel. Mayka shares her no-nonsense approach to marketing in the channel, drawing from her experience working with hundreds of partners.Mayka talks about the biggest misconceptions partners have about marketing and why going digital is no longer optional—it's essential for growth. She explains how marketing has become the new sales, especially for millennial and Gen Z decision-makers who prefer digital engagement over traditional sales tactics.We also hear a success story of how Mayka helped a partner build their marketing from the ground up, showing that even small steps like creating a basic online presence can lead to big results. She stresses the need to focus on both acquiring new customers and nurturing existing ones, with marketing playing a central role in both.Join us for practical advice on how vendors can give partners real marketing support, from customized resources to building stronger, lasting relationships.Connect with Mayka: https://www.linkedin.com/in/mayka-rosales-peterson/_________________________Learn more about Channext

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/_________________________Learn more about Channext