Partnerships Unraveled

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 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

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 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

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 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

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 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

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 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

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 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

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 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

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.🎯 Key insights from this episode: - Why partner-first sales with direct-first marketing creates misalignment - The three critical steps CMOs must take to fix partner marketing - Why channel leaders should rethink their relationship with marketing - The true role of marketing in generating partner-sourced pipeline - How leading brands successfully integrate channel marketing into their GTM strategyIf you want practical advice on building a marketing strategy that truly supports partners, this episode is packed with insights you won’t want to miss!Connect with Norman: https://www.linkedin.com/in/normanguadagno/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

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 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

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 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners