Partnerships Unraveled

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

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