Partnerships Unraveled

In this episode of Partnerships Unraveled, we sit down with Catarina Martins, Global Channel Marketing Director at Schneider Electric, to unpack what strong marketing looks like when the route to market is anything but direct. Drawing on experience across Samsung, Google, and now global channel marketing at Schneider, Catarina shares why good marketing is still built on the same fundamentals, even when the buyer journey becomes more complex.For channel professionals, this conversation gets practical fast. We explore her three-part framework for effective marketing: know your audience deeply, tell a brand story people want to believe in, and communicate it consistently in the right moments and channels. We also get into one of the hardest parts of channel marketing: proving impact. Catarina breaks down how to measure awareness and conversion more intelligently, how to connect marketing activity to sales outcomes without perfect data, and why the right signals matter more than chasing complete visibility.We also dig into digital partner engagement in traditional industries. Catarina explains why digital adoption does not happen by pushing tools, but by building experiences partners actually want to return to. From meaningful rewards to tiered loyalty and simple user journeys, she shares how brands can turn partner programs into something that feels less like a system and more like a club worth joining. She closes with a sharp view on where B2B marketing is heading next, and why the brands that win will create real-world moments people remember, not just more content people scroll past._________________________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 Jon Kane, Senior Director for Europe & Major Channel Sales at Forcepoint. With nearly 30 years spent entirely in the channel, John shares why partner relationships aren’t built deal-by-deal… They’re built on trust, reputation, and the long game.Channel professionals will hear a practical take on what actually makes partners commit. Why overselling gets exposed the moment a POC starts. The “three essentials” vendors need to win in channel (profitability, a product that works, and people partners can lean on). And how to scale enablement across thousands of partners by using distribution the right way and telling better-together stories that fit the real security ecosystem._________________________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 Varshaa Pallaath, Director of Global Customer and Partner Marketing at ConnectWise, to unpack what partners actually need right now and how vendors can support them in a market that is shifting fast. Drawing on years of experience across startups, scale, acquisition, and global partner marketing, Varshaa shares a grounded view of what is driving partner decisions today: team efficiency, customer trust, and the ability to grow with intention.For channel professionals, this episode is packed with practical thinking on how to stay relevant, lead through change, and build partner engagement around curiosity, intentionality, and connection. It is a candid discussion about what it takes to help partners run smarter businesses while keeping the human side of the channel firmly in focus._________________________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 Adam Winston, Field CTO at WatchGuard. From scaling a services business to $12M in annual revenue to driving innovation at WatchGuard, Adam shares what it really takes to build trust when you are in an industry as high-stakes as security.Channel professionals will hear a candid take on the uncomfortable truths that shape partner programs. How financial perspectives shape the reality of the channel. Why vendors burn goodwill when they push “specials” that feel like leftovers. And what it looks like to design partner engagement around MSP economics, not product slides. Adam also breaks down practical enablement tactics like the “placemat strategy,” plus where he sees the biggest opportunity for MSPs over the next 3 to 5 years as AI changes the work and consolidation accelerates. Expect sharp stories, operator-grade advice, and ideas you can apply to partner strategy right away._________________________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 Kevin Rasdale, a veteran Channel Sales Engineer (SE) with over a decade of experience supporting partner ecosystems at top vendors like Dell, Varonis, and more. Kevin pulls back the curtain on the often misunderstood role of the channel SE, outlining its strategic importance in deal qualification, partner empowerment, and technical sales success.Channel professionals will gain insight into when and why partners should engage SEs early in the sales cycle, how individualized support strategies vary between MSPs and big-box resellers, and what the rise of SOC/MDR offerings from vendors means for the future of the MSP model. Kevin brings real-world perspective and practical advice that SEs and channel leaders alike can implement immediately, whether it’s strengthening partner onboarding or navigating the evolving security services landscape. Tune in for a candid, high-value conversation filled with actionable takeaways for elevating partner performance._________________________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 Bill Bellano, U.S. Channel Leader at Proofpoint, whose 15+ years of experience across cybersecurity vendors like Fortinet, Bitdefender, and SonicWall have shaped a dynamic, on-the-ground view of channel evolution. Bill shares actionable insights on re-establishing partner trust, scaling smart in underserved commercial segments, and building high-performing channel teams in today’s outcomes-first market.Channel professionals will learn how to navigate the shift from transactional selling to ecosystem-driven engagement, why listening without defensiveness rebuilds partner mindshare, and how to scale indirect revenue through simplicity and enablement. We also dive into the key attributes Bill looks for in channel account managers with emphasis on consistency, partner-centricity, and strategic execution.If you're focused on improving partner performance, driving predictable pipelines through commercial channels, or building a more resilient partner motion, this episode offers clarity, strategy, and inspiration. Tune in and take away frameworks you can apply immediately._________________________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 Dave Allen, Vice President of Geo Sales and Partner Sales at Akamai, to explore the strategy and innovation behind Akamai’s newly revamped Partner Connect Program. With decades of channel experience, Dave shares the methodology behind designing a partner program from the ground up one that reflects today’s evolving channel landscape and Akamai’s partner-first mindset across security, compute, and edge infrastructure.Channel leaders tuning in will gain tactical insights on how Akamai is leveraging incentivized behaviors to drive new customer acquisition, expanding partner tiering to better reflect regional performance, and embracing distribution as a key scale lever. We also dive into how the company has embedded partner value into field compensation models and enablement structures—proving Akamai’s shift from a direct-first legacy to a truly partner-centric approach.Whether you’re rethinking your own partner tiers, struggling with program scalability, or seeking fresh ideas around high-growth services like microsegmentation, this episode delivers actionable frameworks and strategic clarity. Don’t miss this look inside one of the most partner-focused evolutions in B2B tech._________________________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 back Jessica McDowell, VP of North America Marketing and Digital Strategy at TD SYNNEX, to unpack the findings of the newly released Direction of Technology 2026 Report. Drawing on insights from more than 1,400 partners across 40 countries, this conversation explores what will truly define partner success in the years ahead.Jessica explains why 2026 represents a pivotal moment for the channelwhere growth is driven less by what partners sell and more by how they operate. From the continued rise of service-led and managed services models to the AI adoption paradox, talent shortages, and intensifying competition, the episode breaks down the strategic shifts partners must make to stay relevant and competitive.Partner marketers, channel leaders, and ecosystem strategists will gain practical guidance on why specialization, operational excellence, and ecosystem collaboration are becoming essential. If you want a clear view of where the channel is heading and how to prepare for it this episode delivers a forward-looking, data-backed perspective.Find out more about Direction of Technology 2026 Report & TD SYNNEX:TD SYNNEX Direction of Technology report (direct link): https://ms.spr.ly/DOTETD SYNNEX Website: https://www.tdsynnex.com/na/us/TD SYNNEX Newsroom: https://news.tdsynnex.com/_________________________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 Rebecca Javens, Director of Channels for the Americas at Cisco’s ThousandEyes, to explore her journey from direct sales into the complex world of channel partnerships. With decades of experience in some of tech's most channel-centric companies, Rebecca offers a compelling perspective on partner enablement, strategic channel growth, and what it takes to build thriving partner ecosystems.Channel professionals will gain actionable insight into Rebecca’s “Scale, Skill, and Will” framework, a method for identifying high-potential partners following a major acquisition. We also discuss how to hire and develop high-caliber channel talent using the ICCE model, and why personal development and mentorship are critical to long-term success in partnerships. Whether you're building a new channel playbook or looking to refine your partner strategy, this episode is packed with practical frameworks and leadership wisdom you won’t want to miss._________________________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 Olivia, Channel Director at 1Password and a seasoned channel leader with over 25 years of experience across distribution, vendors, and MSP ecosystems. Olivia brings a multi-dimensional perspective to how successful channel programs are built by grounding in partner needs, strategic alignment, and the evolving role of distribution.We explore the enduring value of distribution in today’s channel—how it remains a vital intelligence layer and conduit for innovation, especially amid industry disruption like AI. Olivia shares pragmatic advice from decades in the field, including how to authentically evaluate partner fit, the importance of staying grounded in partner business outcomes, and tactical support vendors can provide to MSPs lacking marketing resources. This conversation is packed with strategic insights for any channel professional looking to drive growth, build relevance, and future-proof their partner programs.Tune in to learn how empathy, technical enablement, and business alignment are defining the next era of channel leadership. _________________________Learn more about Channext 👇https://channext.com/ Watch on YouTube  ► https://www.youtube.com/@channext #channelmarketing   #channelpartners