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© 2025 Partnerships Unraveled
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The weekly podcast where we unravel the mysteries of partnerships and channel to help you become more successful.
210 Episodes
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200+ Conversations Later: Here’s What’s Shaping the Channel Over the course of 200+ episodes, we’ve had the chance to sit down with some of the smartest voices in the partner ecosystem. And one thing is clear: this space is evolving fast. We’ve heard how partner marketing is stepping into its role as a strategic growth lever. How partner enablement is getting sharper, more targeted, more measurable. How trust, clarity, and long-term thinking are turning good partnerships into great ones. An...
In this episode of Partnerships Unraveled, we sit down with Jana O'Connor, AVP of Global Strategic Partner Marketing at SentinelOne, to dissect the evolving role of partner marketing and what it takes to drive measurable impact in today’s landscape. With nearly three decades of experience at industry giants like Palo Alto Networks and Symantec, Jana brings a wealth of insight into what partnership success looks like in an age of increased accountability, complexity, and ecosystem collaboratio...
In this episode of Partnerships Unraveled, we sit down with Carilu Melander, Senior Director of Americas Partner Marketing at Zscaler, whose impressive track record spans AWS, AppDynamics, and now leading a high-performing team focused on strategic, data-driven partner marketing. Carilu shares the mindset and frameworks that have helped her team shift from reactive task executors to trusted advisors driving real revenue outcomes. We explore the evolving expectations for partner marketers from...
In this episode of Partnerships Unraveled, we’re joined by Meg Brennan, Global Head of Partner Strategy, Programs, and Experience at HP Inc. With over three decades of channel experience from taking partner calls in the '90s to leading global strategy at one of the world’s most recognized tech brands. Meg shares a compelling story of career evolution, leadership, and ecosystem transformation. We unpack how the partner landscape has shifted from linear resale models to complex, multi-partner ...
In this episode of Partnerships Unraveled, we sit down with Scott Eaton, Senior Director of Partner Management at Lumen Technologies, for an insightful conversation about the evolving definition and strategic role of trusted advisors in the modern channel. With decades of experience on both the vendor and partner sides of the business, Scott offers a grounded perspective on how channel professionals can navigate shifting partner models, deliver real customer value, and optimize indirect reven...
In this episode of Partnerships Unraveled, we sit down with Miguel Carrero, VP of Global Partner Ecosystem Growth at WatchGuard, a seasoned leader with a rare blend of experience across startups, private equity-backed firms, and large enterprises. Miguel shares his channel philosophy shaped by decades of working across partner models, market segments, and organizational structures. We unpack what it means to “meet partners where they are” moving beyond legacy segmentation models to frameworks...
In this episode of Partnerships Unraveled, we sit down with Rasmus Holst, CEO of Zensai an HR tech company that’s going all-in on Microsoft and MSPs to scale its human success platform. Rasmus shares why focus beats breadth when it comes to channel strategy, unpacking how Zensai deliberately narrowed its GTM to win in a crowded space. From building a Copilot adoption hub tailor-made for the Pax8 ecosystem to crafting a product that fits MSP sales motions like “fries with the burger,” Rasmus r...
In this episode of Partnerships Unraveled, we sit down with Nihil Morjaria, Chief Revenue Officer at usecure — a UK-based cybersecurity vendor that has built its go-to-market strategy around managed service providers (MSPs) and distribution partners. Nihil unpacks how usecure pivoted from a direct sales model to becoming a channel-first organization, scaling to over 1,800 billing partners without compromising depth of enablement. From rebuilding their product and licensing model for MSP scala...
In this episode of Partnerships Unraveled, we’re joined by Cindy Willems, Head of Channel for SMB at Lenovo in the BeLux region. With a unique lens on partner transformation, Cindy is leading complex go-to-market integration across Lenovo’s Infrastructure Solutions Group (ISG) and Intelligent Devices Group (IDG). Her mission? Helping partners deliver unified, value-led solutions to SMB customers. Together, we dive deep into the evolving nature of value-led selling in the SMB space, the skills...
In this episode of Partnerships Unraveled, we sit down with Michelle Hodges, SVP of Global Channels and Alliances at Barracuda, whose experience spans global channel leadership and transformational partner strategies for some of the world’s most innovative SaaS companies. With a legacy of designing, launching, and refining partner ecosystems across private equity-backed and high-growth tech businesses, Michelle shares how to build the channel you actually want, not just the one you inherit. C...
In this episode of Partnerships Unraveled, we sit down with Theresa Caragol, founder and CEO of AchieveUnite, and bestselling author of Partnering Success. With decades of experience leading global channel strategies and integrations at firms like Extreme Networks and Ciena, Theresa brings deep expertise and a structured approach to unlocking the true value of partnerships. Her work, including pioneering metrics like Partner Lifetime Value, has reshaped how leading organizations build, scale,...
In this episode of Partnerships Unraveled, we sit down with Keith Norbie, Global Partner AI GTM Lead at NetApp, to unpack the evolving role of the channel in the era of artificial intelligence. With deep experience in partnering with global ecosystems and enabling partner-led digital transformation, Keith shares how NetApp is reshaping its go-to-market and partner strategy to help businesses harness the full potential of AI. We dive into the challenges and opportunities facing channel leaders...
In this episode of Partnerships Unraveled, we sit down with Maciek Szczesniak (Magic), founder of Go With Magic and a longtime channel veteran, to dig into one of the toughest transitions in the IT channel: moving from reseller to managed service provider. After decades in the industry, including years at HP, Magic saw firsthand why so many partners struggle with shrinking margins, unstable revenue, and failed MSP pivots. Now, he’s building a new kind of transformation program, starting in Po...
In this episode of Partnerships Unraveled, we sit down with Amy Avalos, Director of Partner Marketing at Zendesk, who brings over 15 years of experience across nearly every role in the partner ecosystem. With a rich background spanning startups to global tech companies, Amy unpacks the realities and myths of partner marketing, partner-led growth, and building scalable programs that actually deliver. We explore when organizations should invest in partnerships, why partner feedback is one of yo...
In this episode, we dive into Lenovo’s channel transformation through the lens of its evolving MSP strategy—with two of the key leaders behind the shift. Cassie Jeppson, who oversees channel programs, tools, and partner enablement for North America, and Arsalan Eizadirad, Lenovo’s global MSP strategy lead, join us to unpack how Lenovo is designing programs that meet partners where they are—geographically, strategically, and structurally. From simplifying a tangled web of 2,300+ incentives int...
In this episode, we sit down with Michael Crean, SVP Managed Security Services at SonicWall and former CEO of Solutions Granted, to unpack the strategic evolution of SonicWall into a global MSSP powerhouse. With decades of firsthand experience in leadership, cybersecurity, and channel execution, Michael shares the personal and professional lessons that have underpinned his success from his formative time in the military to leading through partner-first models. In this conversation we discu...
In this episode of Partnerships Unraveled, we sit down with Sergio Farache, Chief Strategy and Technology Officer at TD SYNNEX, to explore how one of the industry’s largest distributors is navigating global complexity, AI disruption, and the evolving demands of partner enablement. Sergio shares his journey from founding a tech business as a teenager in Venezuela to shaping multi-billion-dollar strategies across global markets, offering lessons in resilience, strategic alignment, and the futur...
In this week’s Partnerships Unraveled episode, we sit down with Meaghan Moore, Vice President, Global Partner Marketing at ServiceNow, to explore what it takes to triple revenue from $10B to $30B in just two years. For Meaghan, the formula combines building a scalable partner ecosystem, maintaining laser focus, and embracing AI-driven innovation. She shares how she’s navigating hyper-growth while expanding ServiceNow’s partner network from a handful of SIs to more than 2,800 active partners,...
Distribution isn’t what it used to be and that’s a good thing. In this episode, we sit down with Jessica McDowell, VP, North America Marketing and Digital Customer Success at TD SYNNEX, to explore how distribution is transforming into a strategic engine for partner growth. We cover everything from her unique journey across sales, vendor management, and marketing to the technologies and tactics reshaping how partners scale in today’s market. Whether you're rethinking your go-to-market motion ...
In this episode of Partnerships Unraveled, we sit down with one of the channel’s most seasoned transformation leaders Alan Butler, VP Global Channels & Alliances at OpenText, to explore what “good” really looks like in channel strategy. With a career that’s spanned Sun Microsystems, Dell, Adobe, and now OpenText, our guest shares a rare perspective on what it takes to build, scale, and integrate partner ecosystems that last. We dive into the foundational elements of partner success - fro...
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