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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/

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Ready to unlock the secrets of the SMB and mid-market channel? Join us on Partnerships Unraveled as we navigate this evolving landscape with Anurag Agrawal from TechAisle. Discover how industry giants like Cisco and Microsoft are directing their efforts toward these segments.

Anurag shares his valuable insights on SMBs' unique behaviors and challenges, their keen interest in AI and cloud solutions, and the essential shift toward customer-centric strategies for engaging smaller, loyalty-driven partners.

We also tackle the complexities that IT vendors face when it comes to channel marketing and partner incentives. Learn the vital importance of marketing both to and through partners, and the transition from traditional monolithic systems to adaptable modular stacks. 

Anurag delves into the diminishing role of Market Development Funds (MDF) and the rise of Solution Development Funds (SDF) and outcome-based financing, which are proving to be more impactful. 

Tune in to understand how AI-powered PCs and workshops can drive SMB success, and why extended battery life and business application compatibility are crucial. This episode is packed with actionable strategies for vendors aiming to thrive in this competitive market.

Connect with Anurag: https://www.linkedin.com/in/anuragagrawal1/

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Learn how to drive channel success by leveraging AI with Craig Patterson, SVP of Global Channels at Aryaka. Craig brings his wealth of experience to reveal how Aryaka's channel-first strategy drives over 90% of its revenue by fostering trusted relationships with enterprise clients. 

Learn about the transition from transactional to value-driven engagements, the changing dynamics in global markets, especially Europe, and the critical role flexible purchasing options play in meeting customer needs.

We venture into the future of AI in channel go-to-market strategies. Whether it's prospecting, customer engagement, or support, find out how AI is making sales processes more efficient and effective. Don't miss this packed episode full of actionable insights!

Connect with Craig on LinkedIn: https://www.linkedin.com/in/globalchannel/

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If you've ever wondered why some partnerships thrive while others falter, this episode is your roadmap to understanding the 7 elements that predict success. Discover the often-overlooked heartbeat of channel partnerships—human relationships—as we sit down with Owen McKee and Dave Ward from Partnerscore.io.

- The seven core predictors that Owen and Dave have distilled from their extensive research. 
- How commitment, credibility, and the art of conflict resolution, among others, can make or break your business relationships. 
- How to avoid potential partnership pitfalls and foster a thriving collaborative environment.

Connect with our guests Dave and Owen:
Dave: https://www.linkedin.com/in/djward1/
Owen: https://www.linkedin.com/in/owenmckee/

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Industry expert Chris Jones joins us to share his firsthand experience on transitioning from a direct sales force to an indirect approach. Discover how AT&T redefined their relationship with partners, revamped compensation models, and simplified contracts to foster trust and reliability. 

Get inspired by the revolutionary mindset of the Savannah Bananas baseball team, as we draw parallels to AT&T’s efforts in creating a partner-first mentality. Learn how empowering employees to prioritize customer satisfaction and breaking free from rigid processes can lead to extraordinary outcomes. 

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Uncover the secrets to mastering partner prospecting strategies with our special guest, Lucia Meyassed, Director of Global Partnerships and Alliances at Rotate. 

Lucia opens up about the overwhelming vendor communications partners receive and why a strategic and thoughtful approach is crucial. Learn how to understand the specific needs and operations of potential partners and why prioritizing quality over quantity in outreach can make all the difference.

Explore the unique challenges of channel strategies in emerging markets, particularly comparing the mature cybersecurity sector with the rapidly evolving FinOps landscape. Lucia takes us through the complexities of selling FinOps solutions, emphasizing the necessity for extensive partner education and enablement. She explains how the dynamic nature of FinOps demands continuous support and resources, and shares her insights on helping partners effectively position and implement these solutions.

Finally, dive into the fascinating concept of "soft partnerships" and learn how companies can collaborate without binding commitments to offer comprehensive solutions to customers. Stay tuned for our exciting future plans and potential guests who will bring even more valuable perspectives to our discussions.

Connect with Lucia on LI: https://www.linkedin.com/in/lucia-meyassed/

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Managed Service Providers (MSPs) often struggle with marketing despite their technical prowess. In this episode of Partnerships Unraveled, Andrew Down, the Director of Sales for the IT channel at Vendasta, sheds light on the importance of marketing for MSPs.

Andrew shares compelling insights on the common misconception that merely providing content to partners leads to its utilization. Learn how a collaborative effort between vendors and MSPs can drive effective marketing and lead generation, turning technical expertise into business growth.

Ready to transform your marketing strategy from product-centric to solution-based? Andrew Down explains why this shift is crucial for MSPs to resonate with SMB end users. We dive into the importance of thought leadership, credibility, and relationship building, along with Vendasta’s innovative approaches like digital marketing needs assessments and an AI lead capture tool. 

Connect with Andrew: https://www.linkedin.com/in/andrewdown/

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This week on Partnerships Unraveled, we're thrilled to have Jason Beal, VP of Worldwide Partner Ecosystems at Barracuda Networks, share his twenty-five years of expertise on Cybersecurity and Channels. 

Jason delves into the crucial role of partners in providing SMBs with the necessary cybersecurity solutions, allowing them to focus on their core activities without constantly worrying about potential breaches.

We discuss the operational challenges and the immense opportunities available for partners willing to step up and offer these essential services. Jason offers invaluable insights into the importance of partner agility and effective channel marketing strategies, including Market Development Funds (MDF), to create demand and support partners' efforts. 

Learn how third-party companies are transforming channel marketing and how vendors can better engage with partners, particularly those without dedicated marketing staff.

But that's not all—we also touch on partner empathy, a key ingredient for successful collaborations. Jason introduces Barracuda's unique formula of combining intelligence, emotional connection, and actionable strategies to achieve remarkable results. 

Connect with Jason on LinkedIn: https://www.linkedin.com/in/jasonbeal/

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Struggling with engaging your long-tail partners in your marketing programs? You are not alone. 

Most channel partners lack the time, resources, and knowledge to market the solutions they offer. We explore how vendors can tailor their support to effectively bridge this gap. 

Unlock the potential of your long-tail and SMB partners with guidance from the sharp-witted Kathryn Rose, CEO and founder of Channel Wise. 

Connect with Kathryn on LinkedIn: https://www.linkedin.com/in/iamkatrose/

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Our esteemed guest, René Bonvani, shares the wisdom from his remarkable channel journey. From his foundational days at Oracle to his entrepreneurial leap with Palo Alto Networks and now his influential role at Battery Ventures, René provides a masterclass on navigating high-tech channels:

- How to position a fledgling brand to compete with behemoths
- Philosophy of treating partners as equals to internal employees 
- Important KPIs to track partner success other than revenue

Tune in and learn how to cultivate loyalty, prevent deal hijacking, and maintain a thriving, partner-inclusive ecosystem that benefits all involved, and don't miss the opportunity to connect with us on LinkedIn for even deeper insights.

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