Partnerships Unraveled

In this episode of Partnerships Unraveled, we welcome Anna-Maria Löweberg, Head of Partner Organization EMEA at HashiCorp. With over 20 years of experience, Anna-Maria brings a wealth of insights into building channel programs that effectively navigate the complexities of the EMEA market.Anna-Maria shares her approach to tackling the unique challenges of a region as diverse as EMEA—where factors like language, local regulations, and cultural nuances demand a tailored strategy. We discuss the power of leveraging local partners who understand these intricacies and the importance of balancing centralized and localized approaches to drive growth effectively.She also highlights the value of creating partner advisory councils, listening deeply to partners, and building trust by acting on feedback. In Anna-Maria’s view, a successful channel is more than a network—it’s a collaborative ecosystem where mutual understanding and shared values drive success.Join us as we explore practical strategies for building strong partner relationships and driving channel success across complex, international markets.Connect  with Anna-Maria on LinkedIn: https://www.linkedin.com/in/aloweberg/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

In this episode of Partnerships Unraveled, we chat with Kathy Mazza, Head of Channel Sales at Ooma, as she shares her insights from nearly 30 years in the tech industry. Kathy dives into the unique challenges and strategies of building a channel program within a company traditionally focused on direct sales.She explains how Ooma has navigated the delicate balance between direct and channel sales, emphasizing the importance of trust and long-term relationships with partners. Kathy also discusses the evolving role of the trusted advisor and why, in today’s crowded market, customers are increasingly turning to these advisors rather than direct sales reps.Kathy highlights the value of marketing in driving partnerships, sharing success stories from Ooma’s campaigns and how they empower partners to unlock growth. Additionally, she offers practical advice on leveraging proactive communication and partner engagement to maintain high partner satisfaction and drive consistent results.Join us for this episode as we explore the power of building trust, the art of channel marketing, and the importance of the trusted advisor in modern partnerships.Connect with with Kathy Mazza on LinkedIn: https://www.linkedin.com/in/kathy-mazza-698a32/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

Unlock the power of cloud marketplaces with Rick Buijserd, Senior Partner Development Manager EMEA at AWS. Dive into how Independent Software Vendors (ISVs) can elevate their go-to-market strategies, resulting in higher win rates, faster sales cycles, and larger deal sizes. Rick reveals how AWS is transforming the marketplace landscape by prioritizing a customer-centric approach that mirrors Amazon’s success in both B2B and B2C sectors.Discover the six essential traits of successful marketplace sellers—from strategic product selection to leadership commitment. Rick explains how training, collaboration, and operational excellence can align marketplace efforts with existing sales processes, turning abstract partnership ideas into concrete actions.Ready to learn more? Listen to the full episode now and take your marketplace strategy to the next level!Connect with Rick Buijserd on LinkedIn: https://nl.linkedin.com/in/rickbuijserd_________________________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 Greg Finnigan, a seasoned channel leader with over 25 years of experience, including his time leading the SMB partner strategy at AWS. Greg shares his unique insights on how AWS is redefining the channel through a strong focus on customer obsession.We explore the challenges and opportunities of building customer-centric channels, especially in the SMB market, and why aligning partner and customer goals is essential for long-term success. Greg also dives into how AI and automation are set to reduce the operational burdens on partner managers, allowing them to focus more on relationship-building and driving value for customers.Key takeaways include:The importance of balancing customer and partner centricity.How AWS encourages partners to align with customer needs for better outcomes.How AI will transform the role of partner managers and boost efficiency.Why SMBs need trusted advisors early in the buying journey to make informed decisions.Join us for an insightful discussion on the future of partnerships and how to scale success in a rapidly changing channel landscape.Connect with Greg Finnigan on LinkedIn: https://www.linkedin.com/in/greg-finnigan/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

In this insightful episode, we welcome Jay McBain, Chief Analyst at Canalys, to discuss the evolving world of partnerships and the "decade of the ecosystem." Jay shares his expertise on key shifts in the B2B landscape and highlights five major trends for 2024 that every channel leader should know:B2B Buying is Changing – New buyers prefer digital-first, digital-only solutions and prioritize seamless integrations over traditional sales interactions.2024: The Year of Platforms – The most successful companies are now platform-driven, enabling partners to add value and enhance offerings through ecosystems.Partner Compensation is Shifting – It’s no longer just about the point of sale. Compensation should now align with the value partners bring throughout the customer journey.The End of the Cookie – With the decline of third-party data, second-party data from partnerships becomes essential for accurate marketing and customer insights.Generative AI’s Real Opportunity – While AI is exciting, its true potential lies in integrating with business data to drive smarter, long-term operations.Jay urges leaders to move from hype to operational excellence, showing how to measure, manage, and optimize partnerships to stay ahead in the ecosystem-driven economy. Tune in for practical advice and forward-thinking strategies to transform your partnerships in 2024 and beyond. Connect with Jay McBain on LinkedIn: https://www.linkedin.com/in/jaymcbain/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

How did AvePoint pivot from catering exclusively to enterprise clients to embracing the SMB market with such success? Join us this week on Partnerships Unraveled, where we promise you'll uncover the strategic genius behind this transformation. Our special guest, Scott Sacket, Senior Vice President of Partner Strategy at AvePoint, reveals how the democratization of technology through cloud services inspired the company to overhaul its go-to-market approach. Learn about the complexities and rewards of leveraging channel partnerships and cloud marketplaces, drawing inspiration from Microsoft's model.Building robust distribution relationships and transitioning from direct to indirect sales is no walk in the park. Scott dissects the nuts and bolts of working with distributors to achieve co-sell and enablement. We highlight the shift from a product-centric sales model to one that prioritizes partner lifetime value, showcasing how sustained collaborations fuel significant business growth. Experience the entrepreneurial spirit that has been a driving force behind AvePoint's channel-building success. With stories of innovation inspired by founder-led management and C-suite sponsorship, Scott illustrates the importance of maintaining a visionary approach similar to industry leaders like Steve Jobs.Tune in to understand how smart partnering, marketplace integration, and continuous evolution can meet the unique needs of SMBs while delivering top-tier technology solutions.Connect with Scott Sacket on LinkedIn: https://www.linkedin.com/in/scott-sacket-9b82405/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

Ever wondered how distributors went from mere "box movers" to indispensable players in the tech ecosystem? This week on Partnerships Unraveled, we welcome Toni Drk from Hewlett-Packard Enterprise, a veteran with 20 years of channel experience. Toni reveals the seismic shifts in the role of distributors and how they are crucial in scaling partner acquisition and management, especially during phases of hyperscale growth. We'll unpack how distributors are not just amplifying sales but are also essential in supporting niche solutions like AI. Plus, Toni provides valuable insights into the tricky balance of implementing centralized strategies while ensuring they're customized for local markets by local champions.But that's not all! We also dive into the complex web of channel management, stressing the importance of synergy among sales, marketing, tech, and operations. Toni sheds light on the challenges faced by channel marketers, particularly when dealing with resource-strapped SMB partners, and how automation and AI are revolutionizing these dynamics.  Don't miss this episode packed with expert knowledge and forward-thinking ideas!Connect with Toni on LinkedIn: https://www.linkedin.com/in/tonidrk/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

Unlock the secrets to exceptional channel and event marketing as we sit down with Amy Bailey, the mastermind behind Unusually Unusual Consulting. Amy brings her extensive experience from her tenure at Telarus to shed light on the nuances of executing highly impactful partner advisory boards. Expect to learn the critical steps— from thorough pre-work to ongoing follow-up—that transform these boards into some of the most valuable events for partners. Next, we explore the blueprint for a compelling online presence in the B2B and SMB markets. Amy shares actionable insights on optimizing websites, LinkedIn profiles, and social media to position partners as trusted advisors. Tune in to discover the importance of thought leadership and receive practical advice on avoiding the pitfalls of duplicate content. We also discuss the benefits of vendor-agnostic campaigns and how the Channel Marketing Association fosters best practices among channel marketers. If you're looking to elevate your partner marketing game, this episode is a must-listen!Connect with Amy on LinkedIn: https://www.linkedin.com/in/amybailey1/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

Ever wondered how to navigate the complexities of managing large-scale tech partnerships? Join us as we sit down with Stacy Betts who shares his invaluable insights on working with Cisco's top U.S. partners. Stacy reveals his secrets for aligning thousands of salespeople, maintaining engagement amid constant change, and striking the perfect balance between high-volume and high-value strategies. Discover how digital technology can streamline processes while nurturing long-term customer relationships and why a lifecycle approach is crucial in today’s subscription-driven market. In this episode, Stacy delves into the philosophy of experimentation within complex channel environments and the importance of failing forward. He also highlights the significance of pre-sales collaboration and formalizing roles early in the sales process to achieve better customer outcomes and increased revenue. Connect with Stacy: https://www.linkedin.com/in/stacybetts/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

Jeremy Balius, managing director and co-founder of Filament, shares valuable insights on the challenges partners face in distinguishing themselves and the importance of providing solution-based content instead of just product specifics.We also explore the unique hurdles that SMB partners encounter in outbound selling. From the importance of continuous communication to the necessity for customizable core campaigns, we explore how vendors can better support SMB partners. Highlighting examples from industry giants like Microsoft and Cisco, we discuss the benefits of tailored, automated marketing support and the effectiveness of focusing on specific verticals to meet diverse market needs.Finally, we discuss the strategic advantages of value-based selling and creating niche-specific content. Learn how understanding the distinct pain points of various industries can help partners segment their audiences more effectively. Connect with Jeremy on LinkedIn: https://www.linkedin.com/in/jeremybalius/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners