Partnerships Unraveled

In this episode, we sit down with an industry veteran, Claudette Atkinson, whose journey spans vendors, partners, and distribution, offering a 360-degree view of the channel that’s rich with insight. Together, we unpack why distribution keeps getting written off, only to come back stronger, and how reinvention, creativity, and data are at the heart of its resilience.We touched on:- Why distribution keeps thriving despite repeated predictions of its demise- The strategic power of empathy gained from experience across the channel- How distributor-led marketing is innovating well beyond expectations- The evolving role of distributors as service providers and what’s coming next with AI and dataFor anyone serious about understanding where distribution is headed, this episode offers a grounded, strategic view from someone who’s seen it all and still sees what’s next.Connect with Claudette: https://www.linkedin.com/in/claudette-atkinson/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

In this powerful and perspective-shifting episode of Partnerships Unraveled, we sit down with Stephanie Kee, co-founder of Women in Alliances, to explore the very real challenges, and untapped potential facing women in the partnerships and tech ecosystems.Stephanie unpacks the catalyst behind Women in Alliances, now a global community of over 1,300 members, and the mission to forge meaningful networks and career advancement for women based on merit. With honesty and wit, she addresses uncomfortable truths around gender bias, explains why meritocracy and DEI must coexist, and shares how organizations can rethink hiring and leadership to drive true inclusion.We also delve into Stephanie’s expertise in turning around struggling partnership programs. She explains why communication is often the root cause of failure, how to harness the VST (Vision, Skills, Trust) framework to revive value in alliances, and why partnerships remain one of the most human, irreplaceable parts of business, even in the age of AI.What you will hear:Why only 3% of women choose tech as a first career and what it means for our industryHow to build alliances rooted in merit while navigating the realities of DEIProven tactics for diagnosing and revitalizing underperforming partnershipsWhy human connection, nuance, and follow-through will always outpace AI in this spaceWhether you're building a partner strategy, advocating for equity in the workplace, or just looking to lead with more impact, this episode offers both challenge and inspiration.Connect with Stephanie: https://www.linkedin.com/in/stephanie-kee/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

Brewed for Trust: How CrowdStrike and Pax8 Build Channel CredibilityIn this unique live episode, part channel deep dive, part beer tasting, Justin Bradley of CrowdStrike joins us to share battle-tested lessons on what it takes to succeed with MSPs, build trust across ecosystems, and scale a program with integrity. In this episode, we discussed:- Why trust is the currency of the channel and how to earn it through honest communication, transparency, and support during failure.- How CrowdStrike’s approach to MSPs prioritizes outcome-based selling and avoids “watered-down” enterprise products.- The role storytelling plays in enabling consultative sales and building credibility with technical and non-technical partners alike.- Why strong enablement is about understanding the unique needs of every stakeholder, from aggregators and distributors to MSPs and customers.This is one of those authentic, engaging conversations full of equal parts insight and inspiration.Connect with Justin: https://www.linkedin.com/in/justin-bradley-%E2%98%81-2a615643/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

Live from Pax8 Beyond in Denver - The Future of MSPs and AIIn this special live edition of Partnerships Unraveled, we’re joined by Emmy from Microsoft’s Copilot Studio Go-to-Market team and Britt from Pax8 to explore how AI is revolutionizing the channel. From agentic workflows to verticalized GTM strategies, this conversation is packed with actionable insight for MSPs and channel leaders.In this episode, we cover:- Microsoft’s vision for every user to have a Copilot and every business process to have an agent, and what that means for partners.- How AI agents are driving new revenue streams, deeper customer stickiness, and vertical specialization for MSPs.- Why Pax8’s Opportunity Explorer is a game-changer for identifying white space and accelerating partner growth.- Real-world results from Microsoft’s internal AI deployments, including 9% revenue lifts and increased customer service capacity.Tune in for a front-row seat to where the channel is headed and how you can lead the charge.Connect with Brittan: https://www.linkedin.com/in/brittanhere/Connect with Emmy: https://x.com/hellgrenem_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

What happens when a globally recognized brand decides to reinvent itself and invites its partners along for the ride?In this episode of Partnerships Unraveled, we sit down with Brandon Knight, Zoom’s Chief CX Evangelist, to explore how the company moved from meeting software leaders to serious players in the contact center space. We unpack the strategy behind shifting partners from transactional sales to solution-based selling and how modeling behavior, not just messaging, has been key to enabling this evolution.We also discussed:- The brand trust that led to pre-orders for Zoom Contact Center before launch- How Zoom is enabling partners with live training and an on-demand value-selling video library- The shift from creating AI messaging to educating partners as customers demand AI solutions- Why partner lifetime value may be the most important metric in the channel- The future of work with agentic AI and digital twins, and what that means for productivity and scaleIf you're in the channel, building brands, or curious about the next wave of AI in partner ecosystems, this episode is not to be missed.Connect with Brandon: https://www.linkedin.com/in/mjofcc/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

Inside the Pax8-Bitdefender Partnership and What It Takes to Scale with MSPsIn this special live episode from the Pax8 Beyond event, we’re joined by Todd Haas and Williams Pineda from Bitdefender to unpack what it really takes to build standout partnerships, drive scalable MSP enablement, and launch innovative go-to-market strategies.From managing one of Pax8’s most successful vendor relationships to introducing Phaser, Bitdefender’s new cybersecurity innovation, Todd and Williams share practical lessons on trust, alignment, and execution.Key topics we covered:- How to tailor enablement to MSPs at different levels of maturity and security expertise- Why relationship-building across sales, technical, and executive levels is critical to long-term success- What makes Pax8’s culture and model so uniquely effective for channel growth- How Bitdefender launched Phaser and generated pre-release MSP excitement through strategic GTMWhether you’re a channel leader, vendor strategist, or partner success pro, this episode is packed with insight on what modern, high-performing channel execution really looks like.Connect with Todd: https://www.linkedin.com/in/thass/Connect with Williams: https://www.linkedin.com/in/williams-pineda-12562430/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

As the AI revolution reshapes the technology landscape, MSPs stand at a crossroads. In this episode, we explore why the next wave of high-growth partners won’t just adopt AI, they’ll be born from it.We’re joined by a seasoned channel leader Dux Raymond Sy, Chief Brand Officer at AvePoint, who has helped countless MSPs build new revenue streams through data security, AI services, and brand-driven growth. From practical steps like data estate readiness and AI monetization to brand building and differentiation, we unpack what it takes to lead in this new era.In the episode, we discuss:- How MSPs can turn data chaos into a recurring revenue goldmine- Why building an AI practice starts with a data security assessment- The rise of born-in-AI MSPs and the threat they pose to legacy players- Why brand building is no longer optional for technical founders- Common marketing blind spots that are holding MSPs backWhether you're an established MSP or exploring your AI practice, this conversation is packed with insights on how to stay ahead.Connect with Dux: https://www.linkedin.com/in/meetdux/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

Live from Pax8 Beyond with Craig Donovan on Partner Experience, AI Enablement, and the Future of MSP GrowthIn this energizing live session from Pax8 Beyond, we sit down with Craig Donovan, Chief Experience Officer at Pax8, to explore what it really takes to deliver next-level partner success in today’s rapidly evolving channel landscape.Craig shares how Pax8 is supporting partners through the biggest transition yet, from managed services to managed intelligence. We unpack the rise of the “Chief Workflow Officer,” Pax8’s ambitious 100+ course Guided Growth program, and why SMBs are now uniquely positioned to lead the AI-driven future of the channel.In this episode, we dive into:- How Pax8’s Guided Growth, Academy, and Voyager Alliance are helping MSPs scale smarter- Why SMBs - not enterprises will be the first to capitalize on agentic AI solutions- The role of community, coaching, and constant feedback in building partner-led innovationFrom real-time partner insights to rewards programs and peer-powered enablement, this conversation is packed with practical strategies for any MSP ready to unlock their next stage of growth.Connect with Craig: https://www.linkedin.com/in/craig-donovan-621b585/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

Live from Pax8 Beyond with Eric Mink on AI Powered Transformation and the Rise of the MIPIn this electrifying live episode from Pax8 Beyond, we sit down with Eric Mink - one of the first to hold a dedicated AI role at Pax8 to explore how artificial intelligence is reshaping the MSP landscape and why the shift to becoming a Managed Intelligence Provider (MIP) is already underway.Eric shares how Pax8 is equipping partners with the tools, training, and mindset to move beyond managed services and into delivering transformational business outcomes through agentic workflows and automation. From no-code innovation to outcome-based selling, this conversation offers a roadmap to capitalize on AI as a revenue growth engine, not just a cost-saving tool.In this episode, we explore:- What it means to become a Managed Intelligence Provider and why MSPs must act now- How AI enables 3-person teams to do the work of 10 while deepening customer stickiness- The role of education, automation, and data integration in building scalable, outcome-focused MSP businessesWhether you're an established MSP or thinking about launching one in this AI-first era, this is your playbook for the next wave of channel transformation.Connect with Eric: https://www.linkedin.com/in/ericwmink/_________________________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 with Jeff Skeldon, Head of Go-To-Market at ArmorCode, to explore the full spectrum of building and managing a channel-centric revenue engine.Jeff shares his decades of wisdom on navigating timing, trust, and transparency in partner ecosystems, and why true commitment, not convenience, defines successful channel strategy.Here’s what we cover in this conversation:- We discussed the critical indicators founders should watch for before diving into the channel, and why product-market fit must come first.- Jeff highlighted the importance of customer success as the foundation for economic success in the channel.- What was mentioned about GSIs, VARs, and MSPs clarified how each route to market demands distinct strategy, expectations, and investment.- We explored the “pursuit team” model, revealing how cross-functional collaboration creates pipeline, accelerates trust, and drives go-to-market alignment.Whether you’re testing the waters or steering a global program, this episode is packed with real-world insights for channel professionals at every level.Connect with Jeff: https://www.linkedin.com/in/jeff-skeldon/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners