Partnerships Unraveled

In this episode of Partnerships Unraveled, we sit down with Luxy Thuraisingam - scientist by training, storyteller by instinct, and a force in tech marketing to unpack what it really takes to build winning channel strategies for the SMB space.Luxy brings 20 years of experience across B2B, B2C, and B2B2C, revealing why SMBs deserve more than a hand-me-down enterprise strategy. We explore how consumer marketing mindsets can better align with SMB behavior, why brand tone and voice matter more than ever, and how intentionality should drive every partner interaction.But this conversation goes far beyond strategy. Luxy shares powerful insights on building high-performing, diverse teams, the art of hiring for potential over perfection, and how psychological safety and “speaking the uncomfortable truth” are key to innovation.Whether you're a channel leader, partner marketer, or aspiring team builder, this episode is packed with practical guidance and energizing leadership lessons. Tune in to discover how to build with partners, not just for them and why the future of leadership is all about lifting others.Connect with Luxy: https://www.linkedin.com/in/luxy-thuraisingam/_________________________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 Chad Dowlen, Senior Director of North American Channels at Dell Technologies, to unpack one of the most remarkable channel transformations in tech history. With over two decades at Dell and 17 years in the channel trenches, Chad offers a firsthand account of the company’s pivot from a direct-only model to becoming a global channel powerhouse.Chad shares what sparked this strategic shift, how Dell overcame internal resistance, and the cultural evolution that made "partner first" more than just a mantra. From key inflection points like the EqualLogic acquisition to groundbreaking initiatives like Partner First for Storage, Chad takes us behind the scenes of the structural and strategic decisions that changed everything.We explore how Dell scales partner engagement, nurtures long-term relationships in a high-churn environment, and maintains one of the most tenured channel teams in the business. Chad also provides hard-earned leadership advice for new channel chiefs and outlines the communication strategies that keep 400+ team members aligned and executing.Whether you're leading a channel team or shaping your company’s route-to-market strategy, this episode is a masterclass in channel leadership, culture, and long-term impact.Connect with Chad: https://www.linkedin.com/in/chad-dowlen-9672868/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

This week on Partnerships Unraveled, we’re joined by Hans Nipshagen, longtime Akamai channel leader and incoming VP of Channel at edge data center company Enlighten, for a masterclass in scaling new logo acquisition through the channel.Hans shares how he rebuilt Akamai’s EMEA partner ecosystem from the ground up, prioritizing quality over quantity and zeroing in on the right partners for the right markets. We dig into the real mechanics of driving a partner-led pipeline: aligning AEs and partner managers, embedding business development DNA into your team, and changing the culture from “relationship keepers” to “pipeline creators.”This episode is especially valuable for channel leaders focused on net-new growth. Hans pulls back the curtain on the tactics that worked, including outcome-focused incentives, clear partner tagging, AE education strategies, and why BD-first hiring transformed his channel team’s performance.If you’re in the business of building high-performing partner programs, this conversation delivers the roadmap.Connect with Hans: https://www.linkedin.com/in/hansnipshagen/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

In this episode of Partnerships Unraveled, we dive into the remarkable journey of SentinelOne's channel evolution with Brian Kroneman, AVP of Global Programs and Strategy. From the moment SentinelOne declared itself 100% channel-led, Brian has been instrumental in turning that bold promise into a scalable, data-driven reality.We unpack how building for partners from day one - architecting for MSPs, simplifying enablement, and aligning incentives, helped the company avoid the all-too-common “channel retrofit.” Brian shares candid lessons on program design, internal alignment, and the tools and metrics that turn partnership theory into predictable growth.This episode is a masterclass in building programs that scale, evolve with complexity, and prioritize transparency and action over empty noise.Tune in to hear:Why SentinelOne unified its entire partner ecosystem under one program frameworkHow to design simplicity into even the most layered channel structuresThe KPIs that truly reflect ecosystem value beyond just bookingsWhat automation really means for channel velocity and operational scaleThe renewal insight that unlocked significant retention wins, without lifting a fingerWhether you’re scaling a global partner program or just rethinking how to measure success, this one’s not to be missed.Connect with Brian: https://www.linkedin.com/in/brian-kroneman/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

In this episode of Partnerships Unraveled, we dive deep into how AI is not just another tech trend but a fundamental shift that’s redefining the future of work, especially within the channel. We’re joined by David Rozzio, Worldwide Head of Commercial Computing at HP, to explore what the rise of AI PCs (AIPCs) means for partners, end users, and the entire technology ecosystem.David unpacks the four defining benefits of AIPCs, speed, efficiency, security, and personalization, as well as how these intelligent devices are set to transform workflows for roles like sales professionals. He also explains HP’s channel-first approach: from tailored partner enablement programs and tools like the HP Experience App, to outcome-based sales strategies that help partners shift from product selling to solution storytelling.What makes this conversation particularly valuable for channel professionals is David’s insight into how HP is bridging the AI value chain, combining hardware innovation, ISV collaboration, and training support, to empower partners to deliver tangible, differentiated outcomes.If you're in the channel and want to understand how to turn AI from a buzzword into a business builder, this episode offers a roadmap and a rallying cry for action.Connect with David: https://www.linkedin.com/in/david-rozzio-6aa107/_________________________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 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 missedConnect with Addie: https://www.linkedin.com/in/addiebfinch/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

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/_________________________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 Julius Berger, Senior Director and Head of Corporate Mid-Market at Fujitsu (soon to be Fsas Technology), for a candid and deeply insightful conversation on what it really takes to evolve a channel strategy, especially when it means saying goodbye to the familiar.Julius shares the story behind Fujitsu’s strategic pivot from a broadline, volume-focused model to a highly targeted, solution-driven channel approach. We explore what it takes to realign your entire partner ecosystem, the emotional complexity of ending long-standing partnerships, and how building with transparency and empathy creates the foundation for new, high-value relationships.From championing solution selling and embracing partner individuality to redefining the distributor’s role in an AI- and services-led future, Julius offers practical lessons and honest reflections. Plus, he opens up about balancing a demanding channel career with life as a father of three, and why clear communication is his ultimate leadership superpower.This episode is a must-listen for anyone navigating change in the channel, building for scale, or aiming to lead with both strategy and heart.Connect with Julius: https://www.linkedin.com/in/julius-berger/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

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