Partner Relationship Management (PRM): The Ultimate Channel Sales & Partnerships Podcast

36 - Selectivity in Partnerships + the State of Channel Research + ChannelCon with Carolyn April

Let us know what you think of the podcast. [https://www.buzzsprout.com/twilio/text_messages/1612597/open_sms] Carolyn April discusses: the state of the IT channel, research availability, the impact of AI, the importance of quality over quantity in vendor-partner relationships and what to expect at ChannelCon. She also shares exciting details about the upcoming ChannelCon event in Atlanta. As well as taking us through her journey in the tech industry, highlighting significant shifts such as the move from hardware reselling to cloud computing and the current buzz around AI. 📽️ To watch the video of this podcast, please see here [https://youtu.be/K1nM1yXfgWQ]. -------------- References: ChannelCon 2024 is happening on July 30 - August 1, 2024 in Atlanta, GA. To learn more about ChannelCon, please visit their website here. [https://connect.comptia.org/channelcon/home?ref=magentrix] -------------- This production is brought to you by Magentrix ✨💜 Magentrix is a pioneer in platforms for partner ecosystem management and partner relationship management [https://www.magentrix.com/prm] 🤝 If you haven't already, please like 👍 & subscribe! ✅ And if you enjoyed this episode, please leave us a review on Apple Podcasts ⭐️⭐️⭐️⭐️⭐️ https://apple.co/3HcqSsm See instructions to do so at the end of the episode. To learn about Magentrix PRM, please visit www.magentrix.com [https://www.magentrix.com/acls/redirect/t?code=01P0000000000390001%20] ______ Podcast Credits: Host: Paul Bird [https://bit.ly/3upiphY] Executive Producer: Fereshta Nouri [https://bit.ly/49ss7Pq] Content & Research: Fereshta Nouri [https://bit.ly/49ss7Pq] Graphics & Branding: Fereshta Nouri [https://bit.ly/49ss7Pq]

35 - How to PE Takeover-Proof Your Channel Program - David Sherman

Let us know what you think of the podcast. [https://www.buzzsprout.com/twilio/text_messages/1612597/open_sms] How does a private equity firm’s takeover typically impact a company's strategic direction and how can it affect their channel partner program? Sometimes, channel partner programs get the axe when a PE firm takes over. In today’s episode, we’ll:  * explore this issue,  * investigate the underlying reasons,  * and discuss strategies to protect your channel program from being eliminated during a PE takeover. Chapter markers: (01:02) Guest Intro: David Sherman (04:09) How a PE firm’s takeover typically impacts a company's channel partner program (07:42) Common reasons investment firms cancel or restructure a partner program (08:47) Performance metrics evaluated by private equity firms (09:40) What metrics should PEs really be analyzing? (12:09) How important is it for private equity to enhance the partner program (14:26) Potential risks of canceling a channel program could bring to customer relationships? (15:58) PEs that keep the partner program post-takeover - maintenance strategy for them? (17:11) Most important aspects of partner management to you that can help a channel chief prove out the channel program to the PE (22:11) What can typically go wrong with channel program with M&A as opposed to private equity takeover This production is brought to you by Magentrix ✨💜 Magentrix is a pioneer in platforms for partner ecosystem management and partner relationship management [https://www.magentrix.com/prm] 🤝 If you haven't already, please like 👍 & subscribe! ✅ And if you enjoyed this episode, please leave us a review on Apple Podcasts ⭐️⭐️⭐️⭐️⭐️ https://apple.co/3HcqSsm See instructions to do so at the end of the episode. To learn about Magentrix PRM, please visit www.magentrix.com [https://www.magentrix.com/acls/redirect/t?code=01P0000000000390001%20] ______ Podcast Credits: Host: Paul Bird [https://bit.ly/3upiphY] Executive Producer: Fereshta Nouri [https://bit.ly/49ss7Pq] Content & Research: Fereshta Nouri [https://bit.ly/49ss7Pq] Graphics & Branding: Fereshta Nouri [https://bit.ly/49ss7Pq]

34 - Hiring A Fractional Channel Chief vs. In-House - Kameron Olsen

Let us know what you think of the podcast. [https://www.buzzsprout.com/twilio/text_messages/1612597/open_sms] Have you ever heard of a fractional channel chief? This is a concept that's shaking up the industry, and we had the privilege of delving into it with Kameron Olsen, a leading expert with over 15 years of experience. So, what exactly is a fractional channel chief? Unlike a full-time in-house channel leader, a fractional channel chief offers their seasoned expertise to multiple companies, but only for a fraction of their time. This approach allows businesses to benefit from top-tier channel knowledge and experience without the full-time investment. It's a perfect solution for companies looking to dip their toes into the channel waters or needing to revamp their existing channel strategies. (See here for the video version of this episode https://youtu.be/ALnjOa-ABgw?si=X4XIg-YbzFpkC2wt [https://youtu.be/ALnjOa-ABgw?si=X4XIg-YbzFpkC2wt]) (01:02) Guest intro: Kameron Olsen (01:47) Highlights in your career in the channel thus far (04:29) How hiring a fractional channel chief differs from in-house + shortage of the role (06:01) Typical responsibilities and scope of work for a fractional channel chief (08:06) Most enjoyable part about the role of a fractional channel chief (09:15) Potential conflicts of interest or competing priorities channel chiefs may have to navigate when working with multiple clients (09:52) When is it more advantageous for a company to hire fractional channel chief vs. in-house employee? (11:58) Being thrown into a channel role for the first time & how to figure it out (14:04) The disillusion of hiring an inexperienced channel manager that you don't provide training to (14:54) Advice for companies that want to hire a fractional channel chief for the first time + steps to take (17:08) Steps for suppliers to ensure successful partnerships (18:10) Partner management tech stack recommendations to vendors (20:03) Customized recommendations partner management tech stack for each vendor (22:50) How to keep track of the partner experience aspect & increase likelihood of partner engagement & what mature partner programs might do (25:53) Do fractional channel chiefs have deeper insights than in-house channel chiefs? (27:20) Tips for organizations to nurture successful partnerships (28:56) How the role of a fractional channel chief may evolve (will there be a shortage?) This production is brought to you by Magentrix ✨💜 Magentrix is a pioneer in platforms for partner ecosystem management and partner relationship management [https://www.magentrix.com/prm] 🤝 If you haven't already, please like 👍 & subscribe! ✅ And if you enjoyed this episode, please leave us a review on Apple Podcasts ⭐️⭐️⭐️⭐️⭐️ https://apple.co/3HcqSsm See instructions to do so at the end of the episode. To learn about Magentrix PRM, please visit www.magentrix.com [https://www.magentrix.com/acls/redirect/t?code=01P0000000000390001%20] ______ Podcast Credits: Host: Paul Bird [https://bit.ly/3upiphY] Executive Producer: Fereshta Nouri [https://bit.ly/49ss7Pq] Content & Research: Fereshta Nouri [https://bit.ly/49ss7Pq] Graphics & Branding: Fereshta Nouri [https://bit.ly/49ss7Pq]

33 - Gen AI & How You Can Add Digital Workers to Your Partnerships Team with Alden Hultgren

Let us know what you think of the podcast. [https://www.buzzsprout.com/twilio/text_messages/1612597/open_sms] How does one begin to integrate AI into their partner programs? Alden Hultgren provides practical advice, from mapping out automation opportunities to designing partner experiences that are not just functional but delightful.  She envisions a future where digital workers become integral to partnership teams, streamlining processes and freeing up human talent to focus on strategic initiatives. Her mantra? Dream big — the technology is ready for you. (00:32) Guest intro: Alden Hultgren (03:27) Alden on growing a $1MM partnerships practice to $25MM (05:16) Strategies Alden used at Salesforce to grow their partnerships beyond $100 MM (07:21) Alden's tools for partner management (09:29) GenAI: Reshaping traditional channel partnership roles (11:36) Strategic approach to gen AI for partnership professionals + skills do you believe will help partnerships professionals survive & thrive within the gen AI landscape (13:06) Gen AI's affect on longevity in a career in partnerships (13:56) Conversational AI Orchestration Platform & its role in partnerships (15:58) Gen AI digital workers' role in partnerships (18:22)  Designing digital workers in partnerships & optimizing the experience for partners (20:11)  Digital workers: who's done it well (22:01)  Strategies for integrating gen AI into partner programs to create value-added services (24:05)  Challenges related to the rapid evolution of Gen AI technology (25:03)  Can Gen AI help with the partner experience? (27:05)  Alden on most significant achievement with gen AI in partnerships (28:25)  What vendors need to keep in mind as they leverage Gen AI for partnerships in the near future This production is brought to you by Magentrix ✨💜 Magentrix is a pioneer in platforms for partner ecosystem management and partner relationship management [https://www.magentrix.com/prm] 🤝 If you haven't already, please like 👍 & subscribe! ✅ And if you enjoyed this episode, please leave us a review on Apple Podcasts ⭐️⭐️⭐️⭐️⭐️ https://apple.co/3HcqSsm See instructions to do so at the end of the episode. To learn about Magentrix PRM, please visit www.magentrix.com [https://www.magentrix.com/acls/redirect/t?code=01P0000000000390001%20] ______ Podcast Credits: Host: Paul Bird [https://bit.ly/3upiphY] Executive Producer: Fereshta Nouri [https://bit.ly/49ss7Pq] Content & Research: Fereshta Nouri [https://bit.ly/49ss7Pq] Graphics & Branding: Fereshta Nouri [https://bit.ly/49ss7Pq]

32 - Prioritizing the Partner Experience (PX): The Basics - Bernhard Friedrichs, PartnerXperience

Let us know what you think of the podcast. [https://www.buzzsprout.com/twilio/text_messages/1612597/open_sms] Bernhard Friedrichs (PartnerXperience) joins us to share his wealth of knowledge on crafting a partner journey that fosters collaboration and drives capital-efficient growth. He takes us through the nuances of treating partners as equals, not customers, and the importance of transparency and trust throughout the partner lifecycle. From recruitment to onboarding, and beyond, discover the strategies that can turn a good partner experience into an exceptional one. We'll explore: * PartnerXperience's four C's of partner qualification: Customer Base, Credibility, Capability, and Commitment * The impact of technology on PX, including PRM platforms like Magentrix * How to measure the ROI of a superior partner experience * The playbook for capital-efficient growth through strategic partnerships Bernhard's insights are not just for partnership veterans but also for CEOs and founders looking to weave partnerships into their business model. If you're aiming to future-proof your partnerships and ensure they're more than just transactions, be sure to have a listen. (01:00) Guest intro: Bernhard Friedrichs, PXP (04:36) Key elements of a good partner experience (PX and how they influence the overall success of a partnership (07:28) How does a seamless and user-friendly partner experience contribute to the efficiency of partner onboarding and ongoing collaboration? (10:44) Well-designed partner experience, partner loyalty and long-term commitment to a vendor's program (12:09) Preliminary elements or considerations that need to be in place before your efforts with PX can even have a chance to be effective (16:17) Partner recruitment & setting a potential partner up for a great PX - The 4 Cs (21:07) How a positive PX contributes to the overall brand perception and reputation of a vendor within the partner ecosystem (22:13) Role of partner technology in shaping and enhancing the partner experience + how vendors can leverage it effectively (25:29) Personalization in the partner experience (27:04) Strategies for enhancing and evolving the partner experience to meet changing partner expectations: Embrace complexity (28:13) Measuring & quantifying the ROI of investing in a superior PX in a partner program (31:21) What is Capital Efficient Growth? (PXP's Playbook) (34:00) How integrations help provide a better user experience, not just for the vendor’s customers, but for partners too (36:21) Bernhard's key takeaway for vendors from the CEG playbook (37:00) The one thing to know for creating an unforgettable partner experience that can future-proof the partnership (37:35) Conclusion This production is brought to you by Magentrix ✨💜 Magentrix is a pioneer in platforms for partner ecosystem management and partner relationship management [https://www.magentrix.com/prm] 🤝 If you haven't already, please like 👍 & subscribe! ✅ And if you enjoyed this episode, please leave us a review on Apple Podcasts ⭐️⭐️⭐️⭐️⭐️ https://apple.co/3HcqSsm See instructions to do so at the end of the episode. To learn about Magentrix PRM, please visit www.magentrix.com [https://www.magentrix.com/acls/redirect/t?code=01P0000000000390001%20] ______ Podcast Credits: Host: Paul Bird [https://bit.ly/3upiphY] Executive Producer: Fereshta Nouri [https://bit.ly/49ss7Pq] Content & Research: Fereshta Nouri [https://bit.ly/49ss7Pq] Graphics & Branding: Fereshta Nouri [https://bit.ly/49ss7Pq]