Partnerships Unraveled

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

Gaidar Magdanurov, President of Acronis, shares the innovative approach Acronis has taken to evolve from a backup company into a leader in cyber protection. Gaidar shares the essential steps Acronis is taking to empower their partners, including robust technical and sales training, enabling them to effectively communicate the value of holistic security solutions to their customers.We also tackle the critical components for Managed Service Providers (MSPs) to thrive, from customer acquisition to upselling strategies and the importance of a solid backup and recovery policy. Gaidar discusses the power of value-based marketing, showcasing how MSPs can frame their services in terms of customer value rather than technical jargon. Connect with Gaidar: https://www.linkedin.com/in/gaidar/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

Unlock the secrets of the SMB channel as we bring you an insightful conversation with Maciek "Magic" Szczesniak. Magic takes us through his transition from the corporate world to founding his own venture, Go With Magic, and shares his passion for empowering SMBs and channel partners. Explore the transformative power of AI and effective marketing strategies tailored specifically for SMBs. Magic delves into the importance of communicating clear, business-oriented messages and leveraging channel partners to expand reach. Learn how AI can provide a competitive edge by enhancing productivity, unlocking new business opportunities, and addressing resource constraints. Transitioning from being a traditional reseller to a Managed Service Provider (MSP) can be daunting, but Magic offers practical strategies to help navigate this complex journey. From developing service packages to managing deferred revenue, and from consultative sales to system integration, gain insights on making this shift profitable. Join us for an episode packed with actionable advice and industry expertise!Connnect with Magic: https://www.linkedin.com/in/mszczesniak/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

Sam Valme, Senior Director of US Channel Sales at AvePoint, discusses the importance of channel partnerships for ISVs and the strategic decision to focus on the channel after going public. He highlights the need to leverage the sales force through the channel and the role of distribution partners, MSPs, VARs, and SIs. Sam shares the process of building and formalizing AvePoint's global partner program, including developing a dedicated team, listening to regional partners, and creating a partner portal. He emphasizes the importance of executive buy-in, building a purpose-built platform for partners, and providing enablement and education. Sam also discusses the advantages of growing the long tail of partners, the financial differences in running a channel, and the importance of winning the hearts and minds of engineers within partner organizations.Connect with Sam Valme: https://www.linkedin.com/in/samvalmejr/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

What are the essential strategies for mastering SMB channel management? Join us as we uncover the secrets with Oren, an experienced channel expert who brings over two decades of wisdom to the table. Currently at the helm of the SMB sales organization for EMEA at Sophos, Oren offers a deep dive into the nuanced differences in managing SMB partners versus larger partners. We'll unpack the significance of volume growth, predictability, and profitability and reveal why automation and streamlined communication are critical for handling smaller partners effectively.Oren shares his keen insights into the importance of distributor enablement, how to drive reseller engagement, and the profound impact of rebate strategies. Learn how vendors and distributors can collaborate to foster sustainable growth and achieve predictable business outcomes.But that's not all. We also explore the pivotal role of distribution strategies in optimizing long-tail segments and maintaining vendor-distributor alignment. Oren emphasizes the importance of tracking KPIs and the need for regular, segmented reviews to understand performance. We delve into the value of varied experiences for channel leaders, mentorship of young talent, and the unique opportunities available in distribution. Tune in to discover practical strategies and inspiring stories that will help you succeed in SMB channel management!Connect with Oren: https://www.linkedin.com/in/orenyehudai/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

Prepare to revolutionize your understanding of AI's role in business with channel leader Christian Goffi from Nutanix. Discover how AI transforms customer-facing and internal operations, and learn why structured data and language models are critical for agility and improved customer interactions. We're also redefining partner enablement and relationship building. Move beyond the outdated, repetitive training sessions and embrace dynamic, effective strategies that cater to modern learners. We'll share insights on how to create engaging, timely training content that aligns with immediate needs and fosters confidence in selling. Finally, we'll tackle the often-overlooked importance of measuring the ROI on Marketing Development Funds (MDF) and the pivotal role of distribution in go-to-market strategies. Tune in to learn how to secure future MDF through merit-based allocation and the essential contributions of a well-thought-out distribution strategy to business success.Connect with Christian on LinkedIn: https://www.linkedin.com/in/christian-goffi-7665622/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners

Unlock the secrets to revolutionizing your partner programs with insights from Harold Nelissen, a partner programs expert from Trend Micro! This week on Partnerships Unraveled, Harold reveals how transitioning from traditional, transaction-based models to customer-centric strategies can transform your partner relationships.Learn how understanding customer needs and working backward can create a win-win scenario for both partners and customers, enhancing the overall experience. Harold shares Trend Micro’s innovative approach of using back-end rebates and incentives to reward partners for behaviors like acquiring new logos, upselling, and obtaining competencies, driving customer-focused success.Understand the importance of adaptable KPIs and program benefits for fostering innovative and expansive partnerships. From managing boutique versus enterprise partners to the evolving role of channel managers, this episode offers a comprehensive guide to building scalable, consistent, and future-focused channel partnerships. Don’t miss out on Harold’s expert tips that can unlock new revenue streams and drive your partner program's success!Connect with Harold on LinkedIn: https://www.linkedin.com/in/haroldnelissen/_________________________Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext #channelmarketing #channelpartners