Partnerships Unraveled

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

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