Addie Finch - How To Build Messaging That Moves Partners

In this episode of Partnerships Unraveled, we sit down with Addie Finch, VP of Channels, Americas at Cato Networks, whose journey from TV news anchor to channel leader offers a masterclass in the power of messaging and relationship-driven strategy.

Addie shares how her background in broadcast journalism gave her an edge in distilling complex solutions into clear, compelling narratives, a skill that’s now central to how Cato communicates its unique position in the SASE market. We explore the importance of short-form messaging, persona-based enablement, and the critical difference between partner satisfaction and partner success.

She also opens up about architecting a broad channel strategy that spans MSPs, VARs, GSIs, sub-agents, and more, as well as how Cato tailors its support to each route to market. From walking away from deals to protect partner trust, to redefining what “agility” means in a high-scale channel, this episode is packed with insights on leading with integrity, clarity, and speed.

If you’re designing channel strategies for scale or wrestling with how to earn and keep partner trust, this one is not to be missed

Connect with Addie: https://www.linkedin.com/in/addiebfinch/

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