Partnerships Unraveled

In this episode of Partnerships Unraveled, we sit down with Scott Eaton, Senior Director of Partner Management at Lumen Technologies, for an insightful conversation about the evolving definition and strategic role of trusted advisors in the modern channel. With decades of experience on both the vendor and partner sides of the business, Scott offers a grounded perspective on how channel professionals can navigate shifting partner models, deliver real customer value, and optimize indirect revenue strategies.Together, we explore why the role of the trusted advisor is more critical than ever, especially in complex B2B environments where customers are overwhelmed by choice and under-resourced in technical expertise. Scott also sheds light on where AI is providing the most meaningful gains today from partner enablement to customer retention and offers a sharp take on the future of partner marketing, performance measurement, and the blurred lines between MSPs, VARs, and resellers.If you’re a channel leader, partner marketer, or enablement pro striving to stay ahead of rapidly changing partner models and customer expectations, this episode delivers clarity, strategy, and actionable insights you can use today._________________________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 Miguel Carrero, VP of Global Partner Ecosystem Growth at WatchGuard, a seasoned leader with a rare blend of experience across startups, private equity-backed firms, and large enterprises. Miguel shares his channel philosophy shaped by decades of working across partner models, market segments, and organizational structures.We unpack what it means to “meet partners where they are” moving beyond legacy segmentation models to frameworks that prioritize partner business models, motivations, and operational needs. Miguel outlines how WatchGuard reimagines partner tiering through training engagement and value alignment, ensuring programs resonate with everyone from boutique MSSPs to high-volume VARs. For channel professionals looking for practical tactics to better segment, enable, and motivate partners across the spectrum, this one’s a must-listen.Tune in to gain proven perspectives on sustainable partner profitability, modern channel marketing, and how true partner-centric DNA, backed by executive sponsorship and organizational design, can drive scalable success._________________________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 Rasmus Holst, CEO of Zensai an HR tech company that’s going all-in on Microsoft and MSPs to scale its human success platform. Rasmus shares why focus beats breadth when it comes to channel strategy, unpacking how Zensai deliberately narrowed its GTM to win in a crowded space.From building a Copilot adoption hub tailor-made for the Pax8 ecosystem to crafting a product that fits MSP sales motions like “fries with the burger,” Rasmus reveals how Zensai is tapping into existing demand with a clear, easy-to-sell value prop.Rasmus offers a grounded view on AI adoption risk, the importance of employee enablement, and why most Copilot rollouts today are set to fail._________________________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 Nihil Morjaria, Chief Revenue Officer at usecure — a UK-based cybersecurity vendor that has built its go-to-market strategy around managed service providers (MSPs) and distribution partners. Nihil unpacks how usecure pivoted from a direct sales model to becoming a channel-first organization, scaling to over 1,800 billing partners without compromising depth of enablement. From rebuilding their product and licensing model for MSP scalability to embedding automation and self-serve onboarding technology, Nihil shares a playbook that’s turned strategic alignment into measurable growth.Channel professionals will gain a blueprint for what it really means to build a partner-centric organization. Nihil dives into the key elements that make vendors channel-friendly from flexible billing and multi-tenancy to product simplicity and marketing enablement. He also highlights one of today’s most overlooked growth opportunities: compliance-as-a-service. Offering practical advice and real-world frameworks, this episode is a must-listen for anyone looking to evolve faster and scale smarter in the channel.Tune in for a refreshing, hands-on perspective on GTM transformation, MSP enablement at scale, and the growing importance of human risk management in evolving compliance needs._________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

In this episode of Partnerships Unraveled, we’re joined by Cindy Willems, Head of Channel for SMB at Lenovo in the BeLux region. With a unique lens on partner transformation, Cindy is leading complex go-to-market integration across Lenovo’s Infrastructure Solutions Group (ISG) and Intelligent Devices Group (IDG). Her mission? Helping partners deliver unified, value-led solutions to SMB customers.Together, we dive deep into the evolving nature of value-led selling in the SMB space, the skills transformation needed across partner ecosystems, and why agility is defining the future of SMB readiness for AI and digital solutions. Cindy shares real-world examples on enabling partners through cross-training, co-selling, and simplifying AI for real business outcomes._________________________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 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