Partnerships Unraveled

Welcome to 2024. The best thing about a new year… are resolutions. And while most are meant to be broken, professionally it’s the time of the year to reflect on goals and set priorities for the upcoming year.Hosts Alex and Rick were given the tough task of selecting one new year’s resolve each, if they were Channel VPs or Heads of organisations looking to strengthen their channel marketing game this year. Closing business in the short term, says Alex, especially in the face of continuing economic uncertainty. Data-driven decision making, says Rick, should be the dominant theme to get greater granularity on your strategy.And who should businesses focus on? SMB is a clear choice. Why, you ask? Listen on_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

In this insightful episode, we take a retrospective dive into the world of partner marketing as it unfolded in early 2023. We revisit our discussions with internal teams and external experts to evaluate the trends they predicted and how they actually played out. Our exploration covers a range of critical areas:* The Focus Shift in Partner Selection* Scaling Strategies: "If it doesn't scale, it might not be worth it" * The Power of Through-Partner Marketing* Data-Driven Success Metrics, beyond total revenue* Content Leverage and Messaging in lean times* And steps suggested for Navigating Budgets in a RecessionJoin us as we break down these topics, offering insights and lessons on the evolving landscape of partner marketing in 2023 and what remains true for 2024._________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

In this episode, we dive into the world of partnerships with special guest Barrett King, senior Director of Revenue at New Breed, HubSpot's top solutions partner. King’s on a mission to help unlock meaningful growth for companies and he shares a slice of his experience at HubSpot, revealing the insights he gained while training the team on partnerships.Ever wondered how customer-centric partnerships could revolutionize your business? Rick and King discuss the concept of “partner-market fit”: a strategy driving collaboration and outcomes with partners, for the end customer. This is a model even Enterprise companies could benefit from, when rolling out a new product or proposition. To make it more tangible, the duo create actionable steps to engage potential partners and refine strategies using a scientific method. What are you waiting for? Let’s dive in_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

Podcast hosts Alex and Rick travel into the world of Small and Medium-sized Businesses (SMBs), exploring why major players like Cisco and Microsoft are shifting their focus to this market. The duo analyze current trends and challenges, and strategies in the SMB space. The conversation aims to unravel the complexities of scaling and capturing the SMB space, discussing the pivotal role of partnerships, channel strategies, and the unique challenges faced in this evolving landscape. Thus giving you a peek into actionable insights to design a successful SMB channel program to unlock unprecedented growth opportunities. Discover the untapped potential, the shift in channel dynamics, and the crucial role of partnerships in capturing this $1.5 trillion market. _________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

Dive deep into the world of partnerships and ecosystems with our special guest, Ard-Pieter de Man, acclaimed Author and Professor at Vrije Universiteit Amsterdam, and an ecosystem partnering expert. Hosted by Alex Whitford, VP of Partnerships at Channext, this episode delves into the intricacies of successful collaborations with Ard-Pieter sharing his extensive experience, highlighting the crucial role of partnerships in navigating the rapidly evolving tech landscape.The duo discuss:1. The impact of technology on scaling partnerships.2. Strategies for building and governing effective ecosystems.3. Why partnerships are booming, especially in the tech alliance space.4. The intersection of channel strategies and technology alliances.5. How organizations can navigate the shift towards more agile and collaborative models._________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

One global strategy to guide them all, right? FALSE. Asking both Channel Heads to Program managers, are you sacrificing the unique spice of local markets for the bland convenience of global strategies? Join us in this episode as we spill the tea on the heated debate, revealing the secrets, struggles, and maybe a few scandals behind the scenes.Alex and Rick dive deep into the controversy of global dominance versus local flair in channel management as they compare the US and European ways of working, peculiarities and why it’s important to build top down, and bottom up, simultaneously. How does this blueprint make sense?  We underline the importance of a long-term vision in building and scaling programs, blending it with short-term feedback. The duo then take you through the battleground where global and regional perspectives often clash, as they unravel channel programs that work universally yet resonate locally. As they delve into the trenches of distribution in Europe and the US, the devil in the details – language and customization. _________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

Picture this - the traditional transactional business model gradually making way for a dynamic, ecosystem-based SaaS landscape. Intriguing, isn't it? Our guest, Rob Spee, SVP of Channel and Alliances at Beyond Trust, and I delve into this transformative process, revealing the challenges, the necessary shifts in mindset, expectations, and language, and the pivotal role partners play in this transition. Rob's insights, drawn from his extensive experience in the channel world, shed light on the evolution of partnerships and their significance in the SaaS transformation. Channel strategy is not simply a buzzword but the backbone of this transformation. This episode uncovers how different partner types - from small resellers and distributors to boutique delivery partners and GSIs- orchestrate to contribute to this shift. We discuss how to streamline this transition for partners, with an emphasis on the customization of their experience based on their specific business models. And it doesn't stop there - we delve into the complexities of formulating unified compensation plans for sales and partner teams. Aligning partner interests with organizational goals and incentivizing right behavior is key, as Rob rightly points out. Trust me, you wouldn't want to miss Rob's valuable insights and experiences! So tune in, and let's navigate the SaaS landscape together._________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

If you’re not on the brink of working with AI in channel marketing, you could be missing a crucial component of your journey as you scale and cater to multiple regions, languages and preferences... and build scalable processes. Why is AI more than just a buzzword ? How is it crucial as ever in our current climate?In this episode, we take a  deep dive into how AI is revolutionizing the way we create tailored messaging, segment partners and develop playbooks, training, and marketing campaigns. Rick and Alex then talk about the seismic shift in marketing and sales created by AI, where processes promise to be faster and more efficient. But most importantly, the dup talk about how to implement AI in a  robust channel marketing strategy.This episode is undoubtedly a gold mine of information on how AI can be a game changer in channel marketing. What are you waiting for? Tune in now!_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

Are you drowning in an ocean of partner marketing noise, struggling to make your message heard? Tune in as we chat with Martin Whitehead, Senior Director Global Marketing at SAP, who shares practical strategies to navigate through this cacophony. Martin catches up Rick van den Bosch on the need for a centralized managed communication portfolio, with reliable information sources and optimized ways to measure the impact on a large business. He then delves into the world of AI - its ability to make marketing content more localized and verticalized - before heading back to a critical basic - the art of persona creation, his secret methodology on building an internal persona strategy that can drive any organization towards creating unparalleled value for their partners. _________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

How can you build a channel strategy that has an 80% failure rate? No, you simply don’t. Yet, almost all organizations with a strong and functioning indirect sales channel ignore the long tail, focussing on the top 10-20% who deliver volume and significant revenue.Are you building the channel of the future - with scalable solutions to help long tail partners create more opportunities and drive demand for the vendors' products.  Hosts Alex and Rick suggest a paradigm shift where vendors focus on creating opportunities and cultivating loyalty from long tail partners as they grow from zero to hero. It's a must-listen for channel professionals looking to reshape their partnership strategies and leverage the full potential of their long tail partners._________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners