Twins Talk Tech Leadership

Marketing and sales must operate in alignment to effectively execute an organization’s strategic plan and vision. When these work together: messaging is consistent and clear; customer insights are gained, fueling better campaigns and more effective sales approaches; sales close and growth is accelerated. Angus Robertson, Chief Marketing Officer at ConnectWise, joins us to discuss the evolving role of marketing leadership in today’s tech ecosystem. Angus brings a global lens to shaping partner success and telling compelling stories that drive business impact.Highlights include:ConnectWise’s proactive stance on AI, cybersecurity, community education and supporting MSP’s with their reach and impact.  Why MSPs must define and align around their Ideal Customer Profile (ICP.)The power of sales and marketing alignment to scale impact.The core message of Angus’s book, Outcome Marketing: focusing on value and resultsKey statements from Angus:  “Know your lane and then create a powerful story around it.”“You have to be convinced that you're right. You must have conviction.”“It’s the job of marketing to turn strategy into something that engages the market.”Follow Angus on LinkedIn, stay in touch with the community through connectwise.com and pick up his book, Outcome Marketing on Amazon. Timestamps:[15:31] Growing Internationally [18:05] understanding your Ideal Customer Profile [21:27] His Book: Outcome Marketing [26:27] Storytelling success ~~~Website: appmeetup.com/twinstalktechleadership/Community: facebook.com/groups/salesmavericksPatreon: patreon.com/twinstalkitup

What does it mean to be a champion for MSPs in a world of evolving cyber threats and increasing complexity? In this episode, we dive into the mind of Tim Coach, Community and Channel Evangelist at Cynomi, who reminds us that it all starts with a plan—a plan that must continuously evolve to keep up with the shifting landscape of cybersecurity.Tim brings structure, vision, and purpose to the channel ecosystem. His leadership journey is fueled by a passion to empower MSPs and to demystify the critical role of vCISOs in managing risk, ensuring compliance, and driving strategic growth.Highlights include:A successful plan is a commitment to process, consistency and community.Do you understand your security posture?The shifting MSSP landscape and why certifications matter more than ever.How Cynomi helps MSPs move from reactive to proactive cybersecurity strategies.What it takes to confidently present at conferences.Whether you're an emerging MSP or a seasoned provider looking to strengthen your cybersecurity playbook, this conversation is packed with insight, leadership lessons, and practical guidance for navigating the next era of managed services.Follow Tim on LinkedIn and visit www.cynomi.com to learn more.Time Stamps:[11:06] Success and SOP [18:15] Managing the security journey[20:21] Factor certifications [24:18] Presenting and Public speaking[29:44] Approach to identify ideal clients~~~Website: appmeetup.com/twinstalktechleadership/Community: facebook.com/groups/salesmavericksPatreon: patreon.com/twinstalkitup

Looking for the key to a successful enterprise-level channel program? It starts with delivering a partner experience that builds trust, loyalty, and results.Paul Bird, VP of Sales at Magentrix, addresses what you should know if you are thinking about scaling your partner program and improving partner engagement. "PRM design is like a good joke. If you have to explain it, it's not very good."Highlights include:Paul's leadership journey and how Magentrix was "a match made in Heaven."Magentrix in the PRM (Partner Relationship Management) landscape, including its native integration with Salesforce.Practical advice for channel leaders, including to “get your data house in order.”The future of PRM — from AI and analytics to ecosystem-led growth. Follow Paul on LinkedIn and visit magentrix.com/ to explore a comprehensive Partner Experience solution designed to help you scale, engage more effectively, and accelerate revenue growth.Time Stamps:[00:02:52] Magentrix made sense[00:04:18] Why a PRM [00:15:06] Future of partner engagement [00:18:41] Advice for Channel Chiefs[00:23:11] Quickfire questions~~~Website: appmeetup.com/twinstalktechleadership/Community: facebook.com/groups/salesmavericksPatreon: patreon.com/twinstalkitup

Effective communication is vital for connecting, empowering, and leading communities. Erika Irby, Director of Partner Marketing for the Americas at Microsoft is a purpose driven champion who speaks to the importance of internal communication, public speaking, and leadership awareness.Highlights include:A leadership style shaped by her early career in teaching, where she learned the value of adaptability and empathy.Keep the audience in mind when considering messaging.Bucket fillers and Erika's book entitled, Pieces of Me: A Poetry Collection. Be sure to find fulfillment in filling your own bucket.Microsoft and D&I, Erika co-leading a Women of GPS, a chapter of Microsoft ERG & giving 'your floor space to someone.'Sharing your voice about AI as 'that missing voice will impact future generations.'Be a leader who finds fulfillment by uplifting others. Tune in to hear Erika’s story and her advice for aspiring tech leaders, and pick up her book, Pieces of Me: A Poetry Collection.Time Stamps:[00:06:13] Critical skill of communication [00:19:12] Bucket fillers and writing a book[00:22:41] D&I [00:24:44] Speak up about AI & Copilot[00:32:02] Opportunities in IT~~~Website: appmeetup.com/twinstalktechleadership/Community: facebook.com/groups/salesmavericksPatreon: patreon.com/twinstalkitup

In today’s interconnected world, organizations must embrace Partner-Centric Growth and Learning to effectively strengthen cybersecurity practices. Building resilient communities through education, collaboration, and shared experiences is key to navigating modern cyber threats. Jeremy Young, Community Growth Strategist at Huntress shares his passion for empowering organizations through engagement and education.Highlights include:Asking how you earn the MSP business and creating a win-win approach to the community.Huntress bringing in and retaining leaders who are trusted in the industryProviding coaching and Not for Resale (NFR) licenses for education and testing.Exciting growth potential with MicrosoftFollow Jeremy on LinkedIn and visit huntress.com and huntress.com/nfr to learn how you can prioritize cybersecurity awareness and community collaboration to build stronger, safer networks.Key Chapters:[00:12:05] The mission hasn't changed [00:18:08] Trusted partnerships create win-win [00:24:28] A key differentiator [00:31:14] Initiatives focused on [00:43:15] Date vendors who are into you[00:46:18] Quickfire questions ~~~Website: appmeetup.com/twinstalktechleadership/Community: facebook.com/groups/salesmavericksPatreon: patreon.com/twinstalkitup

This might be the perfect time to reimagine how to best reach your ICP; how to build a better pipeline. Ryan O’Hara, CEO and Co-Founder of PitchFire, a platform redefining how organizations and B2B teams build pipeline through paid prospecting, discusses a value added approach to your prospecting. Ryan challenges conventional outreach tactics, explaining why more automation doesn’t always mean better results.Key Takeaways:The outbound paradox.Highly personalized outreach campaigns that prioritize engagement over volume, leading to real meetings.How integration with AI is impacting prospecting (30% of sales messages using AI).743 Billion prospecting touches will be ignored.Get listed on the Pitchfire marketplace.Components of a successful pitch framework.Brand archetypes & social media.Connect with Ryan on LinkedIn and check out PitchFire.com to see how your team can break through the noise.Timestamps:[00:06:45] Effectiveness of paid prospecting[00:14:10] Pitchfire marketplace, Chrome plugin[00:15:10] Key to designing a great pitch[00:21:13] Seth Godin, Purple Cow[00:25:18] Brand archetypes [00:37:14] Quickfire questions~~~Website: appmeetup.com/twinstalktechleadership/Community: facebook.com/groups/salesmavericksPatreon: patreon.com/twinstalkitup

When passion meets purpose and opportunity, success takes flight. ConnectWise Channel Evangelist Sean Lardo and Andrea Barrow, Channel Marketing Manager share how the PitchIT Accelerator Program continues to fuel the future of the MSP ecosystem by transforming startup visions into thriving businesses.Headlines include:How PitchIT is far more than a "Shark Tank-style" competition.A rigorous 16-week program covering everything from developing go-to-market strategies to product market fit. 26 startups are empowered to refine their story, build their foundation, and ultimately compete for a coveted spot on the IT Nation Connect stage in Orlando this November.The impact speaks for itself with past finalists having a combined $3M+ in ARR growth.If you're a startup ready to elevate your brand – or an MSP eager to shape the future – applications are open until April 30, 2025. Learn more at itnation.connectwise.com/pitchit and get ready to pitch with purpose! We look forward to seeing you at IT Nation Connect. ~~~Website: appmeetup.com/twinstalktechleadership/Community: facebook.com/groups/salesmavericksPatreon: patreon.com/twinstalkitup

We love celebrating champions who not only lead with excellence in tech but also uplift the communities around them. Brook Lee, Vice President of Community and Channel at Liongard, is not only a seasoned IT and MSP expert, but also a tireless advocate for diversity, mentorship, and connection across the Channel.Highlights include: Challenges and opportunities for women and leaders of color in the sector.Driving meaningful change through education and networking.The art of asking questions, as listening may reveal that 'next great idea.'Initiatives like “Conversations and Cocktails,” and restarting Liongard’s Partner Advisory Council.Producing a book with several other GTIA leaders on how to interview, hire and retain women in technology.Her beloved travel mascot Leo from the #WhereInTheWorldIsLeo campaign.Follow Brook on LinkedIn and visit liongard.com/ to learn more about their platform and upcoming webinars. ~~~Website: appmeetup.com/twinstalktechleadership/Community: facebook.com/groups/salesmavericksPatreon: patreon.com/twinstalkitup

How can organizations drive sustainable growth and predictable profitability by refining not just their Ideal Customer Profile, but also their Ideal Partner Profile? With economic uncertainties impacting the market, it’s no longer sufficient to only understand who your ideal buyer is — businesses must now focus on identifying and investing in the right partnerships. We dive into questions like: What does an ideal partner look like? and What defines a fair, mutually beneficial partnership?Key takeaways include:Go Beyond the ICP: While knowing your ICP is crucial, the real growth may come from honing in on your IPP.The Power of Balanced Partnerships: A successful partnership ensures that the client wins, the partner wins, and you win — avoiding one-sided relationships.What Makes Partnerships Work: Strategic fit, aligned values, shared ICPs, and synchronized buying cycles.Why Some Partnerships Fail: A lack of shared vision, poor alignment, or no clear go-to-market strategy.Tools to Support Partnerships: Move beyond CRMs — consider Partner Relationship Management (PRM) tools to effectively manage partner engagement.Examples of Great IPPs: Highlighting the Red Bull and GoPro collaboration — a case study in complementary brands going to market together.The AppMeetup IPP Framework: A structured approach to evaluating partnerships that can help forecast revenue outcomes.Tips for Success: Develop a partner-first strategy, communicate often, define shared goals, and go to market together.Whether you're a startup or an enterprise, this is packed with actionable insights into building strategic alliances that fuel lasting growth. For more insight into identifying and building strategic partnerships, visit AppMeetup.com~~~Website: appmeetup.com/twinstalktechleadership/Community: facebook.com/groups/salesmavericksPatreon: patreon.com/twinstalkitup

From its founding by Bill Gates and Paul Allen to its continued evolution under Satya Nadella, Microsoft has consistently reinvented itself while shaping generations around the world. Thank you for 50 years of innovation, inspiration, and empowerment.  Highlights include: Microsoft is more than "its tools." Microsoft has also been a leader and champion for inclusion, sustainability and providing access to opportunities. Continued focus on amplifying and supporting the Partner ecosystem. Foundational for the growth of communities; including the IAMCP, Women in Technology and Women in Cloud. Integral to the formation of the Black Channel Partner Alliance and the Black Partner Growth Initiative Program. Our very own AppMeetup being recognized as a 2024 Microsoft Supplier Partner of the Year. Subscribe and continue to download episodes from your favorite twins. For more on Microsoft's 50th Anniversary, visit news.microsoft.com/microsoft-50/~~~Website: appmeetup.com/twinstalktechleadership/Community: facebook.com/groups/salesmavericksPatreon: patreon.com/twinstalkitup