Partnerships Unraveled

Building a partner ecosystem from the ground up isn’t for the faint of heart—it takes vision, strategy, and a deep commitment to collaboration. In this episode of Partnerships Unraveled, we sit down with Larissa Crandall, Global VP of Channel & Alliances at New Relic, to explore how she’s scaling a global partner strategy with precision and impact.Larissa shares the foundational steps she took to establish a thriving channel program, why she prioritizes quality over quantity when selecting partners, and how she ensures alignment across sales, finance, and the C-suite. We also dive into the importance of an outside-in approach—how listening to partners and customers shapes a winning strategy—and why CFO buy-in is critical for long-term channel success.From structuring co-sell motions to fostering executive engagement, this conversation is packed with actionable insights for anyone looking to build (or rebuild) a high-performing partner program. Plus, Larissa shares her passion for mentorship and why investing in the next generation of channel leaders is key to sustaining industry growth.If you're serious about building a channel strategy that scales, this is an episode you don’t want to miss.Connect with Larissa: https://www.linkedin.com/in/larissacrandall/_________________________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 diving deep into one of the biggest challenges MSPs face: sales and marketing. Joining us is Greg Jones, SVP of Business Development at Kaseya, who shares his unique approach to driving MSP success—by flipping traditional vendor marketing on its head. Greg unpacks why Kaseya prioritizes partner enablement over product evangelism, offering actionable insights on how MSPs can generate recurring revenue, leverage MDF effectively, and overcome common marketing roadblocks. He also reveals surprising data on what truly drives ROI in partner marketing (hint: it's not big-budget events) and why smaller, more focused campaigns are delivering exponential results. If you're a vendor or MSP looking to scale, strengthen partner relationships, and drive demand the right way, this episode is packed with invaluable lessons. Tune in to hear how a partner-first mindset isn't just good business—it's the key to long-term success. Connect with Greg: https://www.linkedin.com/in/gregpjones/ _________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

How do you build a channel strategy that actually works for partners? Joe Sykora, SVP of Channel Sales, Distribution, and Alliances at Proofpoint, started his career running an MSP. Now, he’s leading global channel growth at one of the biggest cybersecurity companies in the world.In this episode, Joe breaks down why most partner programs are overly complicated and how simplifying them can drive real results. He shares his framework for creating predictable revenue, explains why resell margins are fading in favor of service-led profitability, and talks about the growing role of AI in cybersecurity and MSP operations.Joe also reveals his approach to building a high-performance team, the lessons he’s learned from years in the field, and how he sees the future of the channel evolving. Whether you’re a vendor or a partner, this conversation is packed with insights you can apply today.Connect with Joe: https://www.linkedin.com/in/joesykora/_________________________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 Laura Dashney, Head of Channel Success at Nextiva, to explore how she built a brand-new role designed to bridge the gap between vision and execution.Laura shares how her deep industry experience—from founding and selling an agency to leading channel programs—helped her identify a critical missing piece in most organizations: a tactical leader who ensures that strategic initiatives actually get delivered. She explains how Nextiva is reshaping partner support through a pod-based partner management model, the importance of internal alignment, and why partner enablement is the key to success in an increasingly complex market.We also dive into why in-office collaboration is making a comeback, the future of the channel, and how better execution leads to stronger partner relationships. If you’re a channel leader looking to drive real impact, this episode is packed with insights you won’t want to miss.Connect with Laura : https://www.linkedin.com/in/lauradashney/_________________________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 Dana Sell, VP of Channel and Mid-Market Sales at Technology Advice, to discuss why marketing is the missing link in channel partnerships.-Why do vendors struggle to make customers visible in the channel?-How can marketing be used to recruit and enable partners?-Why smart partners make decisions based on long-term revenue, not just margins?- The future of channel alliances and why strategic partnerships will drive success.Dana shares insights from working directly with CIOs and IT leaders, explaining how vendors and partners can bridge the gap between product, marketing, and sales to create real customer value.If you are a channel leader looking to drive real ROI from your partnerships, this is a must-watch.Connect with Dana: https://www.linkedin.com/in/dana-sell-baa0535/_________________________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 Craig Fulton, industry veteran and M&A advisor at Evergreen, to break down what it takes to scale an MSP beyond founder-led sales.Craig brings 20+ years of experience building high-impact MSP communities (including IT Nation at ConnectWise) and now advises business owners on driving enterprise value and successful exits.Here’s what we unravel in this episode: Why Founder-Led Sales Caps Growth – The hidden bottlenecks in MSP sales and why hiring a dedicated salesperson can double or triple customer acquisition. Building Scalable Sales & Referral Systems – How top MSPs create repeatable processes for generating consistent inbound business. The Power of MSP Collaboration – Real-world examples of MSPs working together—even with competitors—to drive growth. Localizing MSP Marketing for Maximum Impact – Why small businesses buy from people they trust, and how sponsoring local events and sports teams can be a game-changer.Mastering MDF & Partner Programs – The right way for MSPs to secure and leverage vendor marketing development funds to drive real ROI—and why tracking & reporting is the secret to getting more funding.Why Vendor Partner Programs Often Fall Short – The gaps in vendor support that are failing MSPs and how vendors can better enable their partners to succeed.Craig’s insights cut through the noise with hard-earned lessons on MSP growth, sales, and marketing. If you're an MSP leader looking to scale smarter, this is an episode you can’t afford to miss.Connect with Craig: https://www.linkedin.com/in/craigmfulton/_________________________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 Timm Hoyt, SVP of Global Partner Sales and Alliances at Sumo Logic, to break down why companies that prioritize a partner-first strategy see massive long-term success. - How to shift from a partner-convenient to a partner-centric model - Why a clear vision is critical for scaling global partnerships - The hard financial metrics that prove partner-led growth is the future - The role of AWS Marketplace in simplifying enterprise deals - How AI and solution providers are reshaping the channel Timm shares insights from his career-leading channel transformations at Sumo Logic, Druva, and PagerDuty. If you're a channel leader looking to scale faster and drive revenue through partnerships, this episode is packed with insights. Connect with Timm: https://www.linkedin.com/in/timm-hoyt-43a853a/ _________________________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 Jennifer Judy, a channel powerhouse with 25+ years of experience leading partner enablement, go-to-market strategy, and channel growth at HP.Here’s what we unravel in this episode:- The Four Pillars of Enablement – Jennifer breaks down her proven framework: content, communication, education, and accessibility—and why each plays a critical role in partner success.- Inside-Out Approach to Partner Education – Why training your internal teams first is the key to driving credibility and adoption across the partner ecosystem.- Bringing Dormant Partners Back to Life – The data-driven nurture campaign that revived non-transacting partners and generated $26 million in revenue—and how you can do the same.-  Navigating Mergers & Acquisitions in the Channel – Lessons from the Poly + HP integration: how to blend ecosystems, manage partner transitions, and maintain revenue without disruption.-  The Right Way to Launch New Products Through Partners – The #1 mistake vendors make when launching new products and services in the channel—and how to avoid rollout disasters.Jennifer’s insights are practical, data-driven, and battle-tested—this episode is a must-listen for channel leaders, partner marketers, and enablement professionals looking to scale their impact.Connect with Jennifer : https://www.linkedin.com/in/jenniferjudy/_________________________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 thrilled to host Anthony Graziano, SVP of Marketing at D&H Distributing, who brings a wealth of experience from decades in the channel. Anthony dives into the evolving role of distribution, highlighting how modern distributors like D&H drive value far beyond traditional fulfillment, acting as strategic enablers at every stage of the partner journey.Anthony sheds light on how distributors are empowering vendors and partners to thrive, from leveraging advanced analytics to uncover new opportunities to enabling partners with marketing automation tools and multi-vendor solutions.Key insights include:Dispelling misconceptions about distribution’s role in the channel.Activating and scaling the "long tail" of partners to diversify risk and drive growth.How D&H’s “market to grow” strategy delivers measurable ROI for vendors.The transformative role of AI in hyper-personalizing marketing and enabling partners to future-proof their businesses.Whether you’re a channel leader, a partner strategist, or simply passionate about the future of distribution, this episode is packed with actionable strategies and future-focused insights.Connect with Anthony Graziano: Connect with Anthony Graziano:https://www.linkedin.com/in/anthonygrazianofla/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

In this milestone episode of Partnerships Unraveled, we welcome Yuval Dvir, Global Director of Online Platforms and Ecosystems for Google, to explore how one of the world’s most iconic brands leverages channel partnerships to expand its reach and redefine productivity.Yuval shares his remarkable journey, working with industry giants to drive transformative strategies and challenge the status quo  With a deep focus on meeting customers where they are, Yuval unpacks Google’s innovative approach to scaling partnerships across diverse verticals such as eCommerce, OEM, retail, and online platforms. He also supports deeptech startups to adopt SaaS strategies to productionize and scale their products. Key takeaways include:- Building scalable, high-impact channel architectures.- Strategically meeting customer needs at critical decision-making moments.- Balancing short-term wins with long-term growth strategies.- How emerging technologies like AI and quantum computing are reshaping the channel ecosystem.Connect with Yuval Dvir:https://uk.linkedin.com/in/yuvaldv_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners