Partnerships Unraveled

In this episode of Partnerships Unraveled, we sit down with Michelle Hodges, SVP of Global Channels and Alliances at Barracuda, whose experience spans global channel leadership and transformational partner strategies for some of the world’s most innovative SaaS companies. With a legacy of designing, launching, and refining partner ecosystems across private equity-backed and high-growth tech businesses, Michelle shares how to build the channel you actually want, not just the one you inherit.Channel professionals will gain clear strategic insights into how to align partner programs with board-level growth metrics, make transformations sticky through company-wide buy-in, and operationalize partner success through data, iteration, and feedback loops. Michelle delves into balancing AI-powered scalability with human connection, using emerging technologies to empower the MSP community and enhance channel program effectiveness.If you're navigating a digital transformation, redefining partner metrics, or simply want to future-proof your indirect strategy, this episode offers a fresh perspective from one of the industry's most experienced voices. Tune in for practical frameworks and real-world strategies that help you build smarter, higher-performing partner ecosystems._________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

In this episode of Partnerships Unraveled, we sit down with Theresa Caragol, founder and CEO of AchieveUnite, and bestselling author of Partnering Success. With decades of experience leading global channel strategies and integrations at firms like Extreme Networks and Ciena, Theresa brings deep expertise and a structured approach to unlocking the true value of partnerships. Her work, including pioneering metrics like Partner Lifetime Value, has reshaped how leading organizations build, scale, and measure partner ecosystems.We dive into the science behind high-performing partner programs, exploring why long-term partner enablement beats transactional thinking, and how hyperscalers are rewriting the rules of engagement for ISVs and tech vendors alike. Theresa also shares how organizations can quantify their partner maturity, leverage psychometric tools to accelerate partner trust, and thoughtfully adopt AI to amplify partnership success. Whether you're building a new program or optimizing an existing one, this episode is packed with strategies that resonate with today's channel professionals navigating rapid change and increased expectations.Tune in to hear why building trust, designing scalable frameworks, and taking an ecosystem-first approach is no longer optional_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

In this episode of Partnerships Unraveled, we sit down with Keith Norbie, Global Partner AI GTM Lead at NetApp, to unpack the evolving role of the channel in the era of artificial intelligence. With deep experience in partnering with global ecosystems and enabling partner-led digital transformation, Keith shares how NetApp is reshaping its go-to-market and partner strategy to help businesses harness the full potential of AI.We dive into the challenges and opportunities facing channel leaders as AI reshapes customer expectations, partner enablement, and solution design. Keith details NetApp’s approach to partner readiness across the AI maturity spectrum, from born-in-AI innovators to traditional channel players undergoing transformation. He also explores the impact of AI on channel economics, partner business models, and what turnkey AI solutions mean for the future of B2B partnerships. Tune in to learn how to make AI real for your channel, drive data-led partner outcomes, and seize the opportunity of a generation._________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

In this episode of Partnerships Unraveled, we sit down with Maciek Szczesniak (Magic), founder of Go With Magic and a longtime channel veteran, to dig into one of the toughest transitions in the IT channel: moving from reseller to managed service provider.After decades in the industry, including years at HP, Magic saw firsthand why so many partners struggle with shrinking margins, unstable revenue, and failed MSP pivots. Now, he’s building a new kind of transformation program, starting in Poland, that equips resellers to reengineer their business models, modernize their operations, and build the capabilities needed to thrive in an AI-led future.We get into what holds resellers back from becoming MSPs, how AI is reshaping customer demands, and why partners who can combine sales-led instincts with consultative delivery will be the ones who win. Magic also shares how his new university-backed initiative is helping partners become “customer zero” for AI transformationTune in to learn how to lead your own transformation, rethink your partner value prop, and build a business model that lasts._________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

In this episode of Partnerships Unraveled, we sit down with Amy Avalos, Director of Partner Marketing at Zendesk, who brings over 15 years of experience across nearly every role in the partner ecosystem. With a rich background spanning startups to global tech companies, Amy unpacks the realities and myths of partner marketing, partner-led growth, and building scalable programs that actually deliver.We explore when organizations should invest in partnerships, why partner feedback is one of your most underutilized assets, and how go-to-market success starts with mastering your own motion before layering on scale. Amy also dives deep into marketing-led strategies for channel success, with sharp insights into how marketing to partners differs from end-customer marketing, especially when operating at scale.Whether you're building early partner programs or optimizing a mature ecosystem, this conversation is packed with frameworks, first-hand lessons, and practical advice. Tune in to learn how to position your partners for success, align internal teams, and elevate your partner marketing game._________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

In this episode, we dive into Lenovo’s channel transformation through the lens of its evolving MSP strategy—with two of the key leaders behind the shift.Cassie Jeppson, who oversees channel programs, tools, and partner enablement for North America, and Arsalan Eizadirad, Lenovo’s global MSP strategy lead, join us to unpack how Lenovo is designing programs that meet partners where they are—geographically, strategically, and structurally.From simplifying a tangled web of 2,300+ incentives into a scalable, flexible program, to launching Lenovo 360 pathways across North America, EMEA, LATAM, and APAC, Cassie and Arsalan share how they’re localizing a global vision. They dig into how Lenovo is supporting MSPs through dedicated partner success managers, outcome-based enablement tools, and true feedback loops that shape the roadmap.We also explore:How Lenovo’s partnership with Pax8 is redefining its presence in the MSP ecosystemWhy a single global program won’t work—and how to strike the right balance between consistency and localizationWhat MSPs actually want from vendors (hint: it’s not more PowerPoints)The role of omnichannel engagement in partner freedom and flexibilityWhether you’re building an MSP program from scratch or trying to scale across regions, this episode is packed with practical insights and strategic lessons from a global vendor that’s getting it right._________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

In this episode, we sit down with Michael Crean, SVP Managed Security Services at SonicWall and former CEO of Solutions Granted, to unpack the strategic evolution of SonicWall into a global MSSP powerhouse. With decades of firsthand experience in leadership, cybersecurity, and channel execution, Michael shares the personal and professional lessons that have underpinned his success from his formative time in the military to leading through partner-first models.In this conversation we discussed:- Candid insights on building performance-driven partner organizations- Why listening is a strategic differentiator- How evolving customer needs are reshaping the MSSP landscape- Actionable frameworks for partner specialization and enablement- Building force-multiplier service models- Navigating global channel dynamics with empathy and clarityThis episode is packed with wisdom for anyone looking to future-proof their GTM through security services and authentic leadership.Connect with Michael: https://www.linkedin.com/in/michaelecrean/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

In this episode of Partnerships Unraveled, we sit down with Sergio Farache, Chief Strategy and Technology Officer at TD SYNNEX, to explore how one of the industry’s largest distributors is navigating global complexity, AI disruption, and the evolving demands of partner enablement.Sergio shares his journey from founding a tech business as a teenager in Venezuela to shaping multi-billion-dollar strategies across global markets, offering lessons in resilience, strategic alignment, and the future of tech partnerships.We dig into:- How to balance global strategy with local flexibility and why bottom-up input is critical- Why operational efficiency is the foundation for innovation and investment- What partners need to succeed in the AI economy, from infrastructure to embedded use cases- The role of industry-specific knowledge and consultancy skills in next-gen partner modelsIf you’re thinking about where channel strategy is heading and how to stay ahead, this conversation is one not to miss. Connect with Sergio: https://www.linkedin.com/in/sergiofarache/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

In this week’s Partnerships Unraveled episode, we sit down with Meaghan Moore, Vice President, Global Partner Marketing at ServiceNow, to explore what it takes to triple revenue from $10B to $30B in just two years. For Meaghan, the formula combines building a scalable partner ecosystem, maintaining laser focus, and embracing AI-driven innovation.She shares how she’s navigating hyper-growth while expanding ServiceNow’s partner network from a handful of SIs to more than 2,800 active partners, and aiming for 10,000 in the near future.We discuss:- Laying the foundation for partner marketing at a massive scale- How to create focus and clarity in the middle of rapid change- The role of resilience and psychological safety in high-pressure environments- Knowing when to shift from building to scaling a route to market- Encouraging AI adoption across teams and driving breadth before depthIf you’re leading through rapid expansion or evolving your partner strategy, this conversation is packed with practical lessons and leadership insights.Connect with Meaghan: https://www.linkedin.com/in/meaghansullivan-moore/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

Distribution isn’t what it used to be and that’s a good thing. In this episode, we sit down with Jessica McDowell, VP, North America Marketing and Digital Customer Success at TD SYNNEX, to explore how distribution is transforming into a strategic engine for partner growth.We cover everything from her unique journey across sales, vendor management, and marketing to the technologies and tactics reshaping how partners scale in today’s market. Whether you're rethinking your go-to-market motion or looking to leverage data and, this one’s packed with insight.In this episode, we explore:- Why distribution is shifting from logistics to enablement, and what that means for partners- How Jessica’s background fuels a business-first, ROI-driven approach to channel marketing- The growing demand for marketing as a service and where partners are getting stuck- How TD SYNNEX is using data and AI to deliver personalized, scalable partner experiencesIf you're a channel leader looking to future-proof your go-to-market strategy and turn data into partner impact, this episode is a must-listen.Connect with Jessica: https://www.linkedin.com/in/jessica-mcdowell/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners