Partnerships Unraveled

This week on Partnerships Unraveled, we’re joined by Hans Nipshagen, longtime Akamai channel leader and incoming VP of Channel at edge data center company Enlighten, for a masterclass in scaling new logo acquisition through the channel. Hans shares how he rebuilt Akamai’s EMEA partner ecosystem from the ground up, prioritizing quality over quantity and zeroing in on the right partners for the right markets. We dig into the real mechanics of driving a partner-led pipeline: aligning AEs and partner managers, embedding business development DNA into your team, and changing the culture from “relationship keepers” to “pipeline creators.” This episode is especially valuable for channel leaders focused on net-new growth. Hans pulls back the curtain on the tactics that worked, including outcome-focused incentives, clear partner tagging, AE education strategies, and why BD-first hiring transformed his channel team’s performance. If you’re in the business of building high-performing partner programs, this conversation delivers the roadmap. Connect with Hans: https://www.linkedin.com/in/hansnipshagen/ _________________________ Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext [https://www.youtube.com/@channext] #channelmarketing [https://www.youtube.com/hashtag/partnersuccess] #c [https://www.youtube.com/hashtag/partnerjourney]hannelpartners

In this episode of Partnerships Unraveled, we dive into the remarkable journey of SentinelOne's channel evolution with Brian Kroneman, AVP of Global Programs and Strategy. From the moment SentinelOne declared itself 100% channel-led, Brian has been instrumental in turning that bold promise into a scalable, data-driven reality. We unpack how building for partners from day one - architecting for MSPs, simplifying enablement, and aligning incentives, helped the company avoid the all-too-common “channel retrofit.” Brian shares candid lessons on program design, internal alignment, and the tools and metrics that turn partnership theory into predictable growth. This episode is a masterclass in building programs that scale, evolve with complexity, and prioritize transparency and action over empty noise. Tune in to hear: * Why SentinelOne unified its entire partner ecosystem under one program framework * How to design simplicity into even the most layered channel structures * The KPIs that truly reflect ecosystem value beyond just bookings * What automation really means for channel velocity and operational scale * The renewal insight that unlocked significant retention wins, without lifting a finger Whether you’re scaling a global partner program or just rethinking how to measure success, this one’s not to be missed. Connect with Brian: https://www.linkedin.com/in/brian-kroneman/ _________________________ Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext [https://www.youtube.com/@channext] #channelmarketing [https://www.youtube.com/hashtag/partnersuccess] #c [https://www.youtube.com/hashtag/partnerjourney]hannelpartners

In this episode of Partnerships Unraveled, we dive deep into how AI is not just another tech trend but a fundamental shift that’s redefining the future of work, especially within the channel. We’re joined by David Rozzio, Worldwide Head of Commercial Computing at HP, to explore what the rise of AI PCs (AIPCs) means for partners, end users, and the entire technology ecosystem. David unpacks the four defining benefits of AIPCs, speed, efficiency, security, and personalization, as well as how these intelligent devices are set to transform workflows for roles like sales professionals. He also explains HP’s channel-first approach: from tailored partner enablement programs and tools like the HP Experience App, to outcome-based sales strategies that help partners shift from product selling to solution storytelling. What makes this conversation particularly valuable for channel professionals is David’s insight into how HP is bridging the AI value chain, combining hardware innovation, ISV collaboration, and training support, to empower partners to deliver tangible, differentiated outcomes. If you're in the channel and want to understand how to turn AI from a buzzword into a business builder, this episode offers a roadmap and a rallying cry for action. Connect with David: https://www.linkedin.com/in/david-rozzio-6aa107/ _________________________ Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext [https://www.youtube.com/@channext] #channelmarketing [https://www.youtube.com/hashtag/partnersuccess] #c [https://www.youtube.com/hashtag/partnerjourney]hannelpartners

In this episode of Partnerships Unraveled, we sit down with Addie Finch, VP of Channels, Americas at Cato Networks, whose journey from TV news anchor to channel leader offers a masterclass in the power of messaging and relationship-driven strategy. Addie shares how her background in broadcast journalism gave her an edge in distilling complex solutions into clear, compelling narratives, a skill that’s now central to how Cato communicates its unique position in the SASE market. We explore the importance of short-form messaging, persona-based enablement, and the critical difference between partner satisfaction and partner success. She also opens up about architecting a broad channel strategy that spans MSPs, VARs, GSIs, sub-agents, and more, as well as how Cato tailors its support to each route to market. From walking away from deals to protect partner trust, to redefining what “agility” means in a high-scale channel, this episode is packed with insights on leading with integrity, clarity, and speed. If you’re designing channel strategies for scale or wrestling with how to earn and keep partner trust, this one is not to be missed Connect with Addie: https://www.linkedin.com/in/addiebfinch/ _________________________ Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext [https://www.youtube.com/@channext] #channelmarketing [https://www.youtube.com/hashtag/partnersuccess] #c [https://www.youtube.com/hashtag/partnerjourney]hannelpartners

In this episode of Partnerships Unraveled, we dive deep into the evolving world of distribution and partner strategy with Patrícia Cabrera Perez, Head of Distribution for EMEA at Gigamon. With over two decades of experience spanning LATAM and EMEA, Patrícia brings a unique, heartfelt perspective on the power of channel partnerships, grounded in trust, strategy, and adaptability. We explore her journey from sending POs via fax machines in Mexico City to orchestrating large-scale channel strategies across Europe. Patrícia shares her insights into the delicate balance between partner volume and value, the frameworks she uses to drive growth, and the art of fostering agility within massive partner ecosystems. This episode also tackles the rising influence of marketing in distribution, how data and personalization are redefining partner engagement, and why demand generation is the often-overlooked metric every channel leader should obsess over. To round it out, Patrícia opens up about the transformative power of mentorship, both received and given and why leading by example can ripple across an entire ecosystem. Whether you're a channel veteran or new to the space, this conversation offers strategic depth, personal warmth, and real-world lessons for anyone looking to scale partnerships with purpose. Connect with Patricia: https://www.linkedin.com/in/patricia-cabrera-perez-80960030/ _________________________ Learn more about Channext 👇 https://channext.com/ Watch on YouTube ► https://www.youtube.com/@channext [https://www.youtube.com/@channext] #channelmarketing [https://www.youtube.com/hashtag/partnersuccess] #c [https://www.youtube.com/hashtag/partnerjourney]hannelpartners