Partnerships Unraveled

In this episode of Partnerships Unraveled, we’re joined by Antoine Jebara, Co-Founder of JumpCloud and General Manager of their MSP business. Antoine shares how a partner-driven strategy has propelled JumpCloud into over 160 countries, emphasizing the power of localization and trust in building successful partnerships.Learn how JumpCloud enables MSPs to thrive with tailored programs, actionable feedback loops, and a revamped partner framework that adapts to businesses at every stage. Antoine also highlights the importance of fostering community, empowering small MSPs to grow, and aligning product development with partner needs.Whether you’re a channel veteran or new to partnerships, this episode offers inspiring stories and practical insights on building trust, driving growth, and shaping the future of the channel. Tune in to explore how JumpCloud turns collaboration into success.Connect with Antoine: https://www.linkedin.com/in/antoine-jebara-a9171255/ _________________________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 Jasmina Muller, Chief Ecosystem Officer at Titan Cloud Storage. Jasmina takes us through her journey of channel leadership, drawing on over 25 years of experience in the field and an impressive career in direct and channel sales.Discover the unique challenges and opportunities in building a channel from the ground up, especially within startup environments where budgets and resources are tight. Jasmina shares actionable insights on setting ambitious yet achievable KPIs, identifying the ideal partner profile, and navigating the delicate balance of direct and indirect sales.With candid reflections on her own successes and failures, Jasmina also offers advice on fostering trust with partners, overcoming channel conflicts, and developing a collaborative co-sell motion that drives real results. Plus, get a sneak peek at her favorite "pivot" moments, her strategic approach to long-term planning, and how she sees the channel evolving.Whether you're a channel leader, aspiring partner manager, or simply curious about the intricacies of partnerships, this episode is packed with practical advice and inspirational stories. Tune in to learn how Jasmina transforms challenges into opportunities and why patience and persistence are key to building a thriving channel.Connect with Jasmina: https://www.linkedin.com/in/jasminamuller/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

In this episode of Partnerships Unraveled, we interview Michelle Ragusa-McBain, VP of Global Channels at SonicWall, about building a successful channel program by listening to partners and acting on their feedback. Michelle explains how SonicWall’s "outside-in listening" approach shaped their SecureFirst program, making it more flexible and partner-focused.We dive into the specific changes the SonicWall team made to meet partner needs, like introducing flexible consumption models and offering Market Development Funds (MDF) to support co-marketing efforts. Michelle also shares how trust and long-term relationships have kept SonicWall’s partners loyal for decades.Additionally, we discuss the role AI plays in both enabling partners and defending against cyber threats. Michelle explains how SonicWall is using AI to improve support, training, and protection against cyberattacks, which are becoming increasingly sophisticated.Join us as we explore practical ways to strengthen partner programs, use AI effectively, and maintain trust in a competitive industry.Connect with Michelle: https://www.linkedin.com/in/michelleragusamcbain/_________________________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 Mayka Rosales-Peterson to explore the evolving role of marketing in the channel. Mayka shares her no-nonsense approach to marketing in the channel, drawing from her experience working with hundreds of partners.Mayka talks about the biggest misconceptions partners have about marketing and why going digital is no longer optional—it’s essential for growth. She explains how marketing has become the new sales, especially for millennial and Gen Z decision-makers who prefer digital engagement over traditional sales tactics.We also hear a success story of how Mayka helped a partner build their marketing from the ground up, showing that even small steps like creating a basic online presence can lead to big results. She stresses the need to focus on both acquiring new customers and nurturing existing ones, with marketing playing a central role in both.Join us for practical advice on how vendors can give partners real marketing support, from customized resources to building stronger, lasting relationships.Connect with Mayka: https://www.linkedin.com/in/mayka-rosales-peterson/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

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