The Evolution of Channel Partnerships

There’s a new wave of channel partnership trends and best practices, and with this evolution comes great opportunity and, consequently, new challenges. So how do we manage these fairly new set of challenges and get the most out of today’s necessary, but often undermanaged, partnerships. Please listen as Chris Samila, Co-founder and Chief Partner Officer at Partnership Leaders dive into these issues and talk all things partnerships and the evolution of the channel.

Maximizing Channel Partner Videos Efforts: The top 10 distribution places to invest time and money

Video is clearly one of the most compelling ways to get your message across to you buyers. In our last podcast (link) we discussed how to make channel partners effective in the video landscape, and why getting partners up to speed on video execution is crucial for everyone’s success. In Part II, Robert Cassard, author of Video Growth Hacking, and I discuss where to distribute video and why getting video in the right distribution places really matters. Please take a listen in as Robert and I dig into the pluses and minuses of leveraging video on TikTok to YouTube to partner websites.  And where partner really should be putting their time and efforts to best use.

The idea of video growth hacking - making video simple and easy to create and distribute - has been around for years, yet too many partners still have not adopted video as much as they wish or should. To hear the reasons why video continues to be a challenge for partners, as well as insights about how to jumpstart a robust video strategy, please listen in to our discussion with Robert Cassard, disruptive communications strategist, content creator, and author of Video Growth Hacking for Channel Chiefs. Robert breaks down the current challenges, ways to solve the problem, and what the future holds for video in the channel.

2023 will be a challenge, but also a great opportunity for those who don’t panic, lean on best practices and key learnings from digital transformation experiences and innovate with new strategies and tactics to help partners connect with buyers. Please join in my conversation with Marc Monday from Sage as we discuss how to embrace the current market landscape, try different creative ideas to drive success, and build trust with your channel partners.

How can you differentiate yourself in a down economy? Where can you invest that will bring both short-term and long-term payoff? Partner experience is a great place to focus, but the key is to know what your objectives are, how to begin executing against those goals and how to leverage the power of hyper-personalization. How do you get there? Where can you start? Please listen in as Rachel Tuller, Head of Global Channel and Alliances at Cloudera, discusses how her organization is investing in their PX, providing partners with a smoother, low-friction experience and all the benefits that are paying off from that investment. 

There's little to debate - partners need the right content at the right time and in the right place. The question is, however, what is the right content and what is the best way to get that content into the hands of partners and ultimately to the prospect and customers? Cameron Avery, founder and CEO of Elastic Digital, has dedicated his life to doing just that - creating great content for vendors to provide to partners. Please listen in as Cameron Avery and I discuss why the content game has never been more relevant and essential to success. We'll discuss which companies are doing it well and what the future holds for channel content creation and distribution.

2023 is rapidly approaching, with no shortage of challenges for channel leaders and marketers. What channel efforts should we focus on most, especially in a down economy with more uncertainty ahead? How do we do more with less? If you ask Theresa Caragol, CEO and Founder of Achieve Unite, it's all about “Marketing, Marketing, Marketing." That is a direct quote by the way. Please listen in as Theresa and I have a spirited discussion around her three keys for success for this coming year and well beyond, especially in the areas of Partner Marketing, Partner Engagement and Marketing Enablement.

Marketing is key to driving revenue in a down economy. So how do we get partners to embrace it and then make it successful for their organization? If you ask Meaghan Sullivan, Head of Global Ecosystems and Mid-Market at SAP, partners need to rethink the way they do marketing today. They have to transform beyond their ‘status quo’ strategies and tactics and build a better pipeline and earn more revenue. Please join Meaghan and I as we discuss how partners can and should move beyond Demand Generation to Demand Acceleration. Listen in as Meaghan talks about the change in buyer behavior, customer engagement (beyond sales), the need to create effective storytelling as part of a marketing strategy, and the necessity for marketing to capture the digital buyer.

We all know about Digital Transformation, and that partners must adapt to Digital Marketing or risk becoming obsolete. Bad for the partner and bad for the vendor. So how do we help partners get better at marketing why is this so important in today’s down economy? Why is this such a great opportunity for those that seize it, and what kind of revenue is really at stake. Please join in as I discuss these questions, and find some answers with Jay McBain, Chief Analyst - Channels, Partnerships & Ecosystems at Canalys. Listen in as Jay offers a great overview of today's Channel Marketing world and who is winning and who is not.