In today’s high-pressure sales environment – where revenue targets soar while budgets tighten – technology vendors need to stay closer than ever to market signals. But how do you stay truly in touch when your go-to-market model depends on partners?
Topics: Partnering Tips
04.30.25
In our latest webinar, we dove into one of the hottest topics in the partner ecosystem: how to design, support, and evolve Managed Service Provider (MSP) partner programs. Hosted by PartnerPath CEO Diane Krakora and featuring special guest Philippe Bedard, VP of Cloud at Micrologic, the conversation covered everything from measuring partner performance to managing complex channel relationships. The webinar recording is worth a listen, but here are some key takeaways to get you started.
Topics: Partnering Tips, Industry Perspective
04.30.25
We are often asked for advice on a crucial decision: should partnership leaders double down on their current partners to deliver better results, or should they recruit new ones?
Topics: Partnering Tips
03.19.25
In today’s fast-paced business landscape, partnerships remain a critical component of go-to-market strategies. Yet, despite their potential for growth and competitive differentiation, many organizations are experiencing a disconnect between their stated commitment to partnerships and the actual investment in partner programs. The result? High turnover among partnering executives and an increasing demand to prove the tangible value of partnerships.
Topics: Partnering Tips, Industry Perspective
Is AI good or bad? Should it be used in Oscar-nominated movies? I don’t claim to have an answer to either of those questions, but I can say that AI, leveraged correctly, can help vendors save time and personalize some of their tools, processes and content for partners. It’s called a relationship for a reason, and we all know relationships take work. But with only so many hours in the day, it’s worth thinking about how some of the recurring actions of a partner program could be performed by AI.
Topics: Partnering Tips
In one of our thought-leadership webinars, Lisa Wight, Global VP of Partner Programs, Success and WW Distribution at Ericsson, made a compelling case for leveraging distribution as part of your indirect partnering strategy. Leveraging distribution partners helps expand reach, optimize supply chains, reduce operational costs, and better serve customers in diverse markets. Local distributors bring valuable market knowledge, regulatory expertise, and logistical support that can facilitate faster market entry, improved customer service, and overall growth. You can hear us expand upon these points in our “Value of Distribution” webinar.
Topics: Industry Perspective
The partner ecosystem is evolving rapidly, and our latest research highlights a critical shift: vendors are laser-focused on sales-driven partnerships. But is this approach sustainable?
Topics: Partnering Tips
The partner landscape is transforming at an unprecedented pace. In our annual partnering webinar where we answered submitted questions, Diane Krakora and Jay McBain unpacked the trends redefining partnerships, from the rise of non-transactional incentives to the growing dominance of marketplaces. As partners take on multifaceted roles and buyers demand seamless, data-driven experiences, vendors must evolve to stay ahead. Here are the top 10 takeaways from their discussion that every partnering leader should know.
Topics: Partnering Tips
11.19.24
For thirty years we’ve been helping technology vendors foster alliances with other hardware and software companies. I have to say, most of those technology alliances produced very little value in comparison to the effort involved in building the integration or extension.
Topics: Industry Perspective
We had a fantastic summer series with three partnering leaders sharing their background and experience [find the links to watch the recordings at the bottom of this blog or view in the Resource Center]. From these sessions, we learned that VPs wear a lot of hats, and they need the entire organization to support partnering efforts. If you want to be a VP of Partnering, these are 10 talents you need to master:
Topics: Industry Perspective
