Sage Partner - Colette Markham on the changing approach to ERP marketing

Colette Markham shared her insights about the Nuvei's marketing approach, which involves understanding the needs of their partners and tailoring strategies accordingly. She mentioned that about 20% of their top Partners are broken down into tiers, and each partner's needs are addressed individually. She also highlighted the shift towards virtual marketing, particularly webinars and podcasts, due to Covid-19, which now constitutes about 60 to 70% of their marketing efforts. Colette acknowledged the challenges of partners being stuck on their own ideas and the need to adapt and learn from trial and error. The conversation ended with an exit question from Ed, asking about Colette's hero. With over 20 years of experience in partner management, channel development, and strategic alliances, Colette Markham is a seasoned executive who delivers strategies that drive growth, profitability, and competitive success. As the Director of Channel Partnerships at Nuvei, Colette oversees the domestic portfolio of B2B strategic partners, aligning with ERP product integrators and leading initiatives to increase year over year revenue, promote product enhancements, and foster organic growth within the channel.  Her mission is to add value to the organization and the partners by understanding their different needs, guiding and mentoring them with solid leadership skills, and resolving conflicts that arise on a daily basis.