Partnerships Unraveled

In this episode of Partnerships Unraveled, we sit down with Rob Rae, Corporate Vice President of Communities and Ecosystems at Pax8, a leading cloud marketplace redefining how MSPs and SMBs purchase technology. Rob brings his deep industry expertise, spanning over 20 years in the managed services space, to deliver actionable insights for channel professionals.Rob shares the critical criteria Pax8 prioritizes when evaluating vendors, emphasizing innovation, managed services focus, and technologies that genuinely add value to MSPs' offerings. He highlights the importance of maintaining a pulse on the market through constant engagement with MSPs worldwide and how listening to their needs fuels Pax8’s decision-making and growth strategy.We dive into the unique culture of collaboration within the MSP community, contrasting it with the often siloed nature of vendors, and explore why fostering open knowledge-sharing is key to industry evolution. Rob also outlines the top opportunities and challenges MSPs will face in the coming years, from leaning into AI and expanding globally to transitioning from solution providers to strategic advisors.Whether you're an MSP, vendor, or channel strategist, this episode is packed with valuable perspectives on building partnerships that drive innovation and growth. Don't miss this conversation with one of the channel's most dynamic leaders!Connect with Rob: https://www.linkedin.com/in/robtrae/_________________________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 Elise Carbone, Partner Sales Leader for EMEA and APAC at Deltek, as she reveals the keys to building lasting partnerships in the channel. Elise shares how her consulting background influences her strategic approach to empowering partners and driving collaboration across regions. From fostering transparency and trust with partners to aligning KPIs for mutual success, Elise delivers practical insights for channel leaders. She also explores how partner-to-partner collaboration and emerging technologies like AI are transforming the way organizations scale and enable their ecosystems. If you're managing complex regions, navigating the shift from direct sales to channel models, or simply looking to strengthen your partner relationships, this episode is packed with lessons you can apply right away. Tune in to discover how to lead with clarity, adapt to regional challenges, and build a future-ready partner program. Connect with Elise: https://www.linkedin.com/in/elisecarbone/ _________________________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 transformative power of trusted advisors in the channel with Drew Lydecker, Co-founder and President of AVANT Communications. With a career spanning influential roles at WorldCom, AT&T, and CDW, Drew has firsthand insights into how technology adoption and partner ecosystems have evolved into indispensable drivers of enterprise success.Together, we explore:The shift from brand loyalty to best-of-breed solutions and its impact on decision-making.Why trusted advisors are becoming the cornerstone of IT strategy, navigating choice overload for CIOs and CTOs.The growing role of OpEx models in reshaping the market landscape.Predictions for the channel’s evolution over the next five years, and how vendors can align with this seismic shift.Tune in for actionable strategies and Drew’s unique perspective on building partnerships that truly last.Connect with Drew  :  https://www.linkedin.com/in/drew-lydecker/_________________________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 Lisa Campbell, VP of SMB at CrowdStrike, to explore how CrowdStrike is redefining cybersecurity for small and medium businesses.Lisa shares how CrowdStrike is adapting its enterprise-grade solutions to meet the unique needs of SMBs, including the launch of Falcon Go, a simplified and powerful cybersecurity offering. She discusses the rising challenges in the SMB space, the role of AI in breaches, and why strategic partnerships—like their collaboration with 1Password—are critical to success.We also delve into:- How executive leadership can drive innovation and align go-to-market strategies.- The art of identifying “philosophical partners” for long-term channel success.- Why focusing on customer needs and fostering collaborative partnerships leads to better outcomes.If you’re interested in cybersecurity, channel strategies, or the SMB market, this episode offers insights you won’t want to miss.Listen now to gain valuable takeaways for your own channel journey.Connect with Lisa: https://www.linkedin.com/in/elizabethlisacampbell/_________________________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 drives growth without sacrificing trust? In this episode of Partnerships Unraveled, Sunil Dutt, EMEA Partnerships Leader at DevRev, joins the show to share his journey from startup veteran to channel visionary.With insights shaped by his experience at companies like Symantec, Nutanix, and Salt Security, Sunil reveals how DevRev is transforming the way startups navigate fragmented ecosystems, balance innovation with disruption, and foster partnerships built on trust.Whether you’re scaling a new business or rethinking your channel strategy, this conversation is packed with actionable insights for channel leaders.Tune in to discover how DevRev is shaping the future of channel partnerships and what it takes to build a winning strategy in a competitive landscape.Connect with Sunil: https://www.linkedin.com/in/sunildutt/_________________________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 into the art and science of channel and partner marketing with Laura Garrido, EMEA Marketing Lead at SentinelOne. With 15 years of experience at leading cybersecurity companies, Laura brings a wealth of knowledge on crafting global strategies that resonate locally.We explore the dynamics of building trusted partner relationships across regions, the challenges of balancing globalization with localization, and the transformative potential of campaigns in a box—when done right. Laura shares actionable insights on fostering partner engagement, measuring ROI in the channel, and the emerging role of unified go-to-market alliances.Whether you're looking to refine your partner marketing strategy or navigate the complexities of regional nuances, this episode is packed with insights to elevate your channel game.Tune in to discover how to make your partner marketing efforts truly resonate—and deliver measurable results.Connect with Laura: https://www.linkedin.com/in/lauragarridoarias/_________________________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 welcome Asher Mathew, CEO and Co-Founder of Partnership Leaders, the largest global community dedicated to partnerships and ecosystems. Join us as Asher and Alex dive deep into the evolution of the Chief Partnerships Officer (CPO) role, exploring how it has emerged as a critical function in today's business landscape.Asher shares insights into the driving forces behind this role’s growth, from the prioritization of relationships to the integration of horizontal and vertical partnerships. Plus, we discuss actionable advice for channel leaders aspiring to transition into CPO roles, including the skills, strategies, and mindsets required to succeed at the C-suite level.Tune in to discover how organizations can leverage partnerships to drive innovation, efficiency, and customer-centric solutions.Connect with Asher: https://www.linkedin.com/in/ashermathew_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

How do you stand out in a crowded market while driving real value for your channel partners? This week on Partnerships Unraveled, we explore the answer with Alex Ruslyakov, Chief Channel Officer at Acronis.In this episode, we delve into Acronis' three key differentiators: simplifying complex cybersecurity and data protection solutions, building seamless cross-sell capabilities into their unified platform, and redefining partner relationships through a "business developer" approach. Learn how these strategies empower MSPs to scale efficiently, improve their service offerings, and deliver exceptional customer value.Alex also shares the details behind Acronis’ unique TeamUp and Sports Ignite programs—groundbreaking initiatives that connect partners with sports organizations to elevate brand visibility, build customer loyalty, and forge deeper relationships. Plus, hear how Acronis leverages sales development funds as both an investment tool and a growth catalyst for partners.Don’t miss this in-depth discussion on building smarter, more strategic partnerships.Connect with Alex: https://www.linkedin.com/in/alex-ruslyakov_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

This week on Partnerships Unraveled, we’re thrilled to welcome Tina S. O’Dell, Director and Chief of Staff of Global Partner Marketing at Juniper Networks. With over 25 years in high-tech and deep expertise on both the vendor and partner sides of the channel, Tina brings unparalleled insights into effective partner marketing strategies. Join us as we dive into: The often-overlooked power of channel marketing and how it fuels ROI. Why investing in smaller partners can deliver bigger rewards than focusing solely on large players.The art of creating flexible, scalable MDF programs that cater to both small and large partners. Tina’s unique perspective highlights the importance of adapting your channel approach to support all partner types, leveraging their strengths to access untapped markets and drive results. From honest ROI reporting to empowering smaller partners to thrive, this conversation provides practical strategies to refine your partner marketing playbook and ensure mutual success.Connect with Tina: https://www.linkedin.com/in/todell/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

In this must-watch episode of Partnerships Unraveled, Alex Whitford is joined by Heather K. Margolis, a recognized powerhouse in the world of channel and partner strategy, for a conversation packed with insights, bold predictions, and actionable advice.Heather’s story is nothing short of inspiring. From founding Channel Maven in 2009 to building and selling two companies to 360 Insights, she’s now embarking on the reinvention of Channel Maven to tackle the challenges of a rapidly changing industry. Heather reveals how shifting market dynamics and boardroom decisions are reshaping the roles of channel chiefs and partnerships leaders—and how businesses can adapt to stay ahead.This episode is a goldmine for anyone in channel marketing, partner enablement, or revenue leadership. Key topics include:Why partnerships are becoming more strategic while traditional channels face declining influence.The hidden cost of eliminating the channel chief role—and why companies are bringing it back.Heather’s cutting-edge 12-course curriculum, designed to arm CMOs and CROs with the tools they need to succeed in a channel-first world.Practical strategies for co-selling, building partner ecosystems, and creating long-term value through partner lifetime strategies.Why the concept of “campaigns in a box” needs a total rethink—and how to truly empower partners with modern marketing approaches.Heather also shares thought-provoking insights on how VCs and tech companies are rethinking their channel strategies, especially in global markets like Europe, where customer behavior demands a partner-first approach.Connect with Heather : https://www.linkedin.com/in/heatherkmargolis_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners