Scaling Partner Ecosystems: Lessons from Cisco & SonicWALL
In this compelling episode of ZINFI’s Partner Ecosystem Podcast, host Sugata Sanyal, Founder & CEO of ZINFI, welcomes Michelle Ragusa-McBain, a global channel leader with executive roles at Cisco, SonicWALL, and more. Michelle shares first-hand insights on how major tech players like Cisco and SonicWALL built, scaled, and evolved their partner ecosystems over the past two decades.
From partner enablement and PRM tools to market development funds and the role of AI and cybersecurity, Michelle breaks down the strategic thinking behind building a robust, agile ecosystem. She also dives into her passion for diversity and inclusion in tech and how leaders can mentor the next generation.
Tune in for practical, high-level takeaways to apply whether you’re in a $200M mid-market firm or a global enterprise.
Listen now to learn how to scale and future-proof your ecosystem.
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Scaling Partner Ecosystems: From Enablement to Intelligence
Your Essential Guide to Building AI-Driven, Scalable, and Outcome-Focused Partnerships
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Video Podcast: Scaling Partner Ecosystems: Lessons from Cisco & SonicWALL
✔ Chapter 1: The Evolution of Channel to Partner Ecosystems
Companies like Cisco defined the early days of the technology channel, with value-added resellers (VARs) serving as the primary go-to-market route. Vendors emphasized "partner-first" strategies, and ecosystems grew from networking roots to broader service offerings and solutions. A fascinating anecdote about the Internet’s origins highlights Cisco’s foundational role. Infrastructure development during this era created ripple effects that shaped the entire channel ecosystem.
As the industry matured, partner expectations and business models evolved. VARs transitioned into Managed Service Providers (MSPs) and later into Managed Security Service Providers (MSSPs), responding to shifts in how customers consumed technology. Subscription and consumption-based revenue models started to dominate, accelerated by digital transformation. Vendors needed to offer new support and enablement to maintain loyalty and performance. Specialized partners such as ISVs and integrators emerged, playing crucial roles in multi-vendor deals. Partnerships evolved into orchestration rather than linear sales.
The rise of cybersecurity and AI became significant ecosystem drivers. Cybersecurity became central to every organization, while AI shifted from a buzzword to an operational necessity. These forces reshaped go-to-market strategies, partner enablement, and vendor-partner relationships. The channel transformed into a diverse, interconnected ecosystem requiring continuous innovation and adaptation.
✔ Chapter 2: Building a Partner Office from the Ground Up
Building a "partner-first" organization, especially as companies scale from mid-market players to global enterprises, starts with understanding the buyer persona and identifying the partner types needed to reach them. Companies must assess their geographic operations and determine how partner types—VARs, MSPs, GSIs, ISVs—can support regional expansion across North America, EMEA, LATAM, and APAC.
Distribution plays a critical role and varies by region. In North America, companies often operate through distributors and direct-to-partner channels, while in Europe and Latin America, distributors are essential connection points. Traditional distributors (e.g., Ingram Micro,
