UntitledIn this episode of Decoding B2B Marketing, host Rajesh Kumar (https://www.linkedin.com/in/rajeshkjindal/) speaks with Sandeep Nagpal (https://www.linkedin.com/in/nagpalsandeep/), SVP & Head of Global Marketing at Cvent India — a seasoned B2B leader who has built partner ecosystems across Microsoft, SAP, and other global enterprises.

Sandeep shares his remarkable journey from manufacturing to marketing, revealing how partnerships, alliances, and ecosystems can become a marketer’s ultimate growth multiplier.

From navigating the evolution of B2B channels to creating joint go-to-market programs, Sandeep and Rajesh break down the “To, Through, and With Partner Marketing” framework — showing how to build trust, scale efficiently, and drive revenue in the AI-driven marketing era.

Tune in for deep insights on:

• How to attract, enable, and empower partners
• Partner marketing structures that scale
• Real-world case studies like SAP’s Ambition Express
• AI’s role in reshaping partner enablement
• Skills and tools every channel marketer must master

️Hosted by B2B Marketing Shepherd Rajesh Kumar, Decoding B2B Marketing series features unfiltered conversations with marketing leaders who are redefining how brands collaborate, communicate, and grow in the B2B landscape.

00:00 Introduction

04:08 Journey into B2B Marketing

08:02 Why Channel ?

10.04 Do SaaS Startups need partners ?

13.31 Partners Categories & their value

18:40 What gets Partners to work with you

21:23 Truth bout Partner Programs

25:23 Helping Partners Succeed

28:30 Stories from the trenches’

30:48 Software on a Bus to Customer doorstep

34:54 Who pays for Partner Marketing ?

36:52 Making Rebates and incentives work

38:15 Measuring Success

44:16 AI in Channel Marketing

47:01 Advice, Tips & Hacks

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