In this insightful episode of the ZINFI Partner Ecosystem Podcast, Sugata Sanyal, Founder & CEO of ZINFI, sits down with Craig Patterson, Global Channel Chief at Exabeam, to discuss the intricacies of transforming and scaling global partner programs. With over two decades of experience building high-performing partner ecosystems, Craig shares valuable insights from his leadership journey across the telco, cloud, and cybersecurity sectors.

Listeners will gain a front-row seat to Craig’s strategic approach to ecosystem design, channel transformation, KPI alignment, and the integration of AI into go-to-market strategies. From the merger of LogRhythm and Exabeam to the launch of Exabeam 2.0, Craig unveils how data, trust, and culture drive success in modern PRM environments.

Don’t miss this opportunity to learn how to lead through complexity, scale with precision, and build world-class partner programs.

A Framework for Cultural and Operational Excellence.

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Over the past two decades, Partner Programs have evolved dramatically. Once seen as order-fulfillment engines, today’s partner ecosystems serve as strategic drivers of enterprise growth. Early programs often supported direct sales, but the rise of complex technology stacks shifted this dynamic. Now, companies depend on Partner Programs for specialized expertise and hands-on implementation support. Partners no longer just execute—they solve business problems, apply domain knowledge, and deliver agile solutions. These changes have turned Partner Programs into growth engines embedded in go-to-market strategies.

A modern Partner Program must deliver more than transactions. It must offer enablement tools, co-selling strategies, and frictionless onboarding. Managed service providers lead this evolution in cybersecurity and other high-complexity fields by delivering continuous optimization and full lifecycle support. As a result, Partner Programs now offer structured frameworks across consult, design, deploy, and manage stages. To help partners succeed, vendors must equip them with training, technical support, and actionable insights. Today’s Partner Program is a service layer—empowering the ecosystem to innovate, scale, and sustain value creation.

Trusted advisors within partner ecosystems rely on well-built Partner Programs to deliver impact. Their success depends on access to tools, coaching, and performance data. Companies must ensure their Partner Programs adapt to changes in cloud, AI, and data-first initiatives. This requires personalized engagement at scale, tailored incentives, and strong co-selling frameworks. As specialization deepens and vertical knowledge becomes critical, Partner Programs must remain agile and globally scalable.

Building a high-impact global Partner Program involves assessing internal strengths and aligning with external partner needs. Organizations must define their ideal partner profile by region and align it with the perfect customer profile to ensure relevance. Strong programs begin by asking difficult questions, gathering unfiltered feedback, and aligning design with practical needs across ecosystems.

A strong Partner Program creates measurable value. Partners must see how joint go-to-market efforts impact their business. Effective programs co-develop engagement strategies, open new opportunities, and provide access to previously unreachable markets. These outcomes come from hands-on support, demand generation, field collaboration, and shared pipelines—not passive portals.

Regional differentiation drives Partner Program success. Each geography—whether North America, EMEA, or APJ—requires custom approaches. Companies must listen through partner surveys, interviews, and local engagement to adapt accordingly. A scalable Partner Program doesn’t apply the same playbook everywhere—it builds flexible structures to support diverse personas, offerings, and go-to-market motions globally.

People—not frameworks—determine the success of Partner Programs. Trust, credibility, and strong relationships within the ecosystem build long-term momentum. Partner managers must understand the landscape and lead with integrity and shared purpose. A scalable Partner Program begins with leadership that fosters accountability, encourages autonomy, and aligns efforts with mission-driven outcomes.

Culture plays a foundational role in scale. High-performing programs celebrate wins, encourage feedback, and promote continuous learning. Effective teams connect individual motivation to Partner Program goals, creating shared ownership and collaborative energy.

Operational structure supports consistent execution. Teams need tools, clear cadence, and performance alignment. Leaders must map KPIs to company strategy and communicate how individual roles drive collective outcomes. 1:1s, dashboards, and performance reviews go beyond routine—they ensure clarity and drive progress. Combining operational discipline with purpose-led culture enables Partner Programs to scale consistently across tiers and geographies.

Data fuels scalable Partner Programs. Companies must link partner KPIs like pipeline, bookings, and engagement to achieve strategic business goals. This alignment ensures that each action supports revenue, retention, and growth. A performance system that assigns ownership and tracks results transparently turns data into a driver of accountability and insight.

Success requires more than data collection—it demands execution. Regular check-ins, team syncs, and leadership reviews help everyone stay aligned. Transparent dashboards promote shared understanding and provide the visibility needed for timely adjustments. These habits form the core rhythm that keeps Partner Programs on track.

Technology drives performance across go-to-market channels. Route-to-market dashboards help identify which paths—distribution, VAR, or marketplace—deliver outcomes and need investment. Real-time insights inform resource allocation, incentive models, and enablement priorities. When programs integrate these tools effectively, Partner Programs scale confidently and adapt to changing market conditions.

Future-ready Partner Programs combine advanced technologies with strong human leadership. AI tools, like virtual analysts, can boost partner productivity and reduce time spent on repetitive tasks. Partner teams focus on strategic contributions and high-value problem-solving as these technologies take over operational burdens. The result is a Partner Program that not only sells technology but is powered by it—enhancing outcomes and scaling service delivery.

Transformation also demands realignment across ecosystems. Merging legacy programs with differing structures and incentives requires a clear vision, operational integration, and ongoing partner feedback. A successful Partner Program reflects this change with updated processes, transparent metrics, and restructured value delivery. Leaders must use data to identify high-performing partners and prioritize their growth through targeted support.

True transformation extends beyond frameworks—it reaches into daily leadership and balance. Strong Partner Programs reflect the values of those who shape them: accountability, focus, and long-term thinking. Mentoring the next generation, integrating life and work, and leading with curiosity all reinforce what great Partner Programs stand for—growth and shared success.