Patricia Cabrera Perez - Why Marketing is Becoming the Frontline of Channel Success

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/

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