Partnerships Unraveled

In this episode of Partnerships Unraveled, we sit down with Norman Guadagno, former CMO of Mimecast and marketing leader with deep experience in B2B tech, cybersecurity, and partner-led growth. Norman shares why marketing teams continue to prioritize direct sales over channel partners and what needs to change.🎯 Key insights from this episode: - Why partner-first sales with direct-first marketing creates misalignment - The three critical steps CMOs must take to fix partner marketing - Why channel leaders should rethink their relationship with marketing - The true role of marketing in generating partner-sourced pipeline - How leading brands successfully integrate channel marketing into their GTM strategyIf you want practical advice on building a marketing strategy that truly supports partners, this episode is packed with insights you won’t want to miss!Connect with Norman: https://www.linkedin.com/in/normanguadagno/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

Trust, relationships, and connection—these are the true foundations of the channel, and few understand this better than Jennifer Anaya, Chief Marketing Officer at Ingram Micro. In this episode of Partnerships Unraveled, Jennifer shares how Ingram Micro is reshaping distribution with innovative technology, unified messaging, and a relentless focus on people.We explore why trust is the currency of the channel, how mentorship (both giving and receiving) has shaped Jennifer’s career, and why the future of distribution is all about connection. She also unpacks Ingram Micro’s groundbreaking platforms, Xvantage and Ultra, and how they’re eliminating friction to help partners scale. Plus, Jennifer challenges the industry to shift from vendor-first marketing to outcome-driven, customer-centric messaging.If you’re navigating the complexities of the modern channel—whether in distribution, vendor marketing, or partner enablement—this conversation is packed with insights you won’t want to miss.Connect with Jennifer: https://www.linkedin.com/in/jenniferbaieranaya/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

Too many vendors leave partners to figure out demand generation on their own—and it’s not working.This week on Partnerships Unraveled, we sit down with Nevzat Bucioglu, Channel Lead for the DACH region at Commvault, to discuss why partner enablement alone isn’t enough—and how vendors can truly fuel partner demand and drive long-term success.- Why traditional MDF spending, especially on telemarketing fails- How a "nurture-first" strategy creates higher-quality, sales-ready leads- The power of co-selling: why vendors should stop throwing leads at partners and start closing deals together- Why demand generation should take priority over enablement, and how real-world experience is the best training- How adapting messaging to local markets can make or break your GTM strategyIf you want practical, no-nonsense insights on how vendors can better support partners, this is an episode you don’t want to miss!_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

Building a partner ecosystem from the ground up isn’t for the faint of heart—it takes vision, strategy, and a deep commitment to collaboration. In this episode of Partnerships Unraveled, we sit down with Larissa Crandall, Global VP of Channel & Alliances at New Relic, to explore how she’s scaling a global partner strategy with precision and impact.Larissa shares the foundational steps she took to establish a thriving channel program, why she prioritizes quality over quantity when selecting partners, and how she ensures alignment across sales, finance, and the C-suite. We also dive into the importance of an outside-in approach—how listening to partners and customers shapes a winning strategy—and why CFO buy-in is critical for long-term channel success.From structuring co-sell motions to fostering executive engagement, this conversation is packed with actionable insights for anyone looking to build (or rebuild) a high-performing partner program. Plus, Larissa shares her passion for mentorship and why investing in the next generation of channel leaders is key to sustaining industry growth.If you're serious about building a channel strategy that scales, this is an episode you don’t want to miss.Connect with Larissa: https://www.linkedin.com/in/larissacrandall/_________________________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 diving deep into one of the biggest challenges MSPs face: sales and marketing. Joining us is Greg Jones, SVP of Business Development at Kaseya, who shares his unique approach to driving MSP success—by flipping traditional vendor marketing on its head. Greg unpacks why Kaseya prioritizes partner enablement over product evangelism, offering actionable insights on how MSPs can generate recurring revenue, leverage MDF effectively, and overcome common marketing roadblocks. He also reveals surprising data on what truly drives ROI in partner marketing (hint: it's not big-budget events) and why smaller, more focused campaigns are delivering exponential results. If you're a vendor or MSP looking to scale, strengthen partner relationships, and drive demand the right way, this episode is packed with invaluable lessons. Tune in to hear how a partner-first mindset isn't just good business—it's the key to long-term success. Connect with Greg: https://www.linkedin.com/in/gregpjones/ _________________________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 actually works for partners? Joe Sykora, SVP of Channel Sales, Distribution, and Alliances at Proofpoint, started his career running an MSP. Now, he’s leading global channel growth at one of the biggest cybersecurity companies in the world.In this episode, Joe breaks down why most partner programs are overly complicated and how simplifying them can drive real results. He shares his framework for creating predictable revenue, explains why resell margins are fading in favor of service-led profitability, and talks about the growing role of AI in cybersecurity and MSP operations.Joe also reveals his approach to building a high-performance team, the lessons he’s learned from years in the field, and how he sees the future of the channel evolving. Whether you’re a vendor or a partner, this conversation is packed with insights you can apply today.Connect with Joe: https://www.linkedin.com/in/joesykora/_________________________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 Laura Dashney, Head of Channel Success at Nextiva, to explore how she built a brand-new role designed to bridge the gap between vision and execution.Laura shares how her deep industry experience—from founding and selling an agency to leading channel programs—helped her identify a critical missing piece in most organizations: a tactical leader who ensures that strategic initiatives actually get delivered. She explains how Nextiva is reshaping partner support through a pod-based partner management model, the importance of internal alignment, and why partner enablement is the key to success in an increasingly complex market.We also dive into why in-office collaboration is making a comeback, the future of the channel, and how better execution leads to stronger partner relationships. If you’re a channel leader looking to drive real impact, this episode is packed with insights you won’t want to miss.Connect with Laura : https://www.linkedin.com/in/lauradashney/_________________________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 Dana Sell, VP of Channel and Mid-Market Sales at Technology Advice, to discuss why marketing is the missing link in channel partnerships.-Why do vendors struggle to make customers visible in the channel?-How can marketing be used to recruit and enable partners?-Why smart partners make decisions based on long-term revenue, not just margins?- The future of channel alliances and why strategic partnerships will drive success.Dana shares insights from working directly with CIOs and IT leaders, explaining how vendors and partners can bridge the gap between product, marketing, and sales to create real customer value.If you are a channel leader looking to drive real ROI from your partnerships, this is a must-watch.Connect with Dana: https://www.linkedin.com/in/dana-sell-baa0535/_________________________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 Craig Fulton, industry veteran and M&A advisor at Evergreen, to break down what it takes to scale an MSP beyond founder-led sales.Craig brings 20+ years of experience building high-impact MSP communities (including IT Nation at ConnectWise) and now advises business owners on driving enterprise value and successful exits.Here’s what we unravel in this episode: Why Founder-Led Sales Caps Growth – The hidden bottlenecks in MSP sales and why hiring a dedicated salesperson can double or triple customer acquisition. Building Scalable Sales & Referral Systems – How top MSPs create repeatable processes for generating consistent inbound business. The Power of MSP Collaboration – Real-world examples of MSPs working together—even with competitors—to drive growth. Localizing MSP Marketing for Maximum Impact – Why small businesses buy from people they trust, and how sponsoring local events and sports teams can be a game-changer.Mastering MDF & Partner Programs – The right way for MSPs to secure and leverage vendor marketing development funds to drive real ROI—and why tracking & reporting is the secret to getting more funding.Why Vendor Partner Programs Often Fall Short – The gaps in vendor support that are failing MSPs and how vendors can better enable their partners to succeed.Craig’s insights cut through the noise with hard-earned lessons on MSP growth, sales, and marketing. If you're an MSP leader looking to scale smarter, this is an episode you can’t afford to miss.Connect with Craig: https://www.linkedin.com/in/craigmfulton/_________________________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 Timm Hoyt, SVP of Global Partner Sales and Alliances at Sumo Logic, to break down why companies that prioritize a partner-first strategy see massive long-term success. - How to shift from a partner-convenient to a partner-centric model - Why a clear vision is critical for scaling global partnerships - The hard financial metrics that prove partner-led growth is the future - The role of AWS Marketplace in simplifying enterprise deals - How AI and solution providers are reshaping the channel Timm shares insights from his career-leading channel transformations at Sumo Logic, Druva, and PagerDuty. If you're a channel leader looking to scale faster and drive revenue through partnerships, this episode is packed with insights. Connect with Timm: https://www.linkedin.com/in/timm-hoyt-43a853a/ _________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners