Asher Mathew

Partnership Leaders

Partnership Leaders is the Source of Truth for successful partnership organizations.

Built together with 2,200+ expert members from the world’s best technology companies, PL provides industry leaders with an expert peer network, unique insights, and the critical resources needed to scale your organization's most efficient revenue source.

Apply now at www.partnershipleaders.com

Co-Founder & CEO

Demandbase

Responsible for the GTM of Demandbase Data & Sales Intelligence Cloud

CRO @ DemandMatrix (acquisition May 2021)
Responsible for the customer engine of DemandMatrix (Sales, Marketing, Customer Success, Business Development)
P&L Responsibility

VP, GTM - Data & Sales Intelligence Cloud

LeanData, Inc.

*Reported to the CEO
*P&L responsibility

Our mission is to simplify B2B Sales. At LeanData, we’re experts at not only matching new leads against pipeline and customers, but putting it into a view for you to easily take action. Our Account-Based Lead Management Suite will help your sales and marketing teams find more revenue in target accounts, accelerate new opportunities, and identify the best producing marketing campaigns.

VP Business Development

Avalara

*IPO (NYSE: AVLR)
*Senior Leadership Team Member (Top 3% execs)
*Top Sales Manager - FY15
*Culture Award Winner - FY12

Avalara is a business leader in indirect tax automation and has 23000+ customers worldwide. Avalara helps businesses of all sizes achieve compliance with transactional taxes, including VAT, sales and use, excise, communications, and other tax types. Avalara offers more than 650+ pre-built connectors into leading accounting systems, ERP, ecommerce platforms, and other business applications. As of March 2019, market capital of USD 4.0B

Senior Director, Strategic Alliances

Nodus Technologies - A Division of EVO Payments

Acquired by EVO Payments (NASDAQ: EVOP)

Nodus Technologies is a leading provider of electronic payment, e-commerce, and retail business process automation software for small and mid-size companies. Nodus leverages Service Oriented Architecture and web services technologies to provide cost effective, comprehensive: e-commerce, electronic payments and retail management solutions for Microsoft Dynamics™ ERP.

Known for the superior integration and flexibility of our solutions, Nodus enables businesses to integrate Credit Card Processing, E-Commerce, Retail, Point-of-Sale, CRM, Web-Based Sale Order Entry, and Online Billing with multiple banks, processors and back office environments. Our product suite has a proven track record and leads the market in reliability and ease of use with Microsoft Dynamics.

Global Channel Sales & Marketing Manager

CEO at Partnership Leaders | Helping partnership and business leaders build modern businesses through partnerships

Join Partnership Leaders at www.partnershipleaders.com

Joined full time in Feb 2023

Partnership Leaders is a private network built to elevate the role of partner teams in their companies. Partnership Leaders is the only organization designed exclusively to enable the success of 1,500+ of the world’s top partner professionals.

Apply at www.partnershipleaders.com

Microsoft #Ignite made one thing very clear. The partner ecosystem is about to move faster than ever. The Enterprise AI opportunity is $592B. The SME and Channel AI opportunity is $777B. Together, this is the largest transformation moment partners have ever seen.

I spent the week inside keynotes, closed door sessions, marketplace briefings, and Channel partner discussions. It was the strongest signal yet that Microsoft is rebuilding the entire go to market engine around AI and Marketplace.

Here are the biggest takeaways.

First. Microsoft is creating the Frontier Firm.
4 priorities drive it.
Enrich employee experiences.
Reinvent customer engagement.
Reshape business processes.
Bend the curve on innovation.
AI sits at the center. Copilot. Agents. Memory. Data. Inference. One connected intelligence layer.
Copilot has 150M monthly active users.
More than 90% of the Fortune 500 already use M365 Copilot.

Second. Marketplace is now the platform for partnering.
Deals close 75% faster.
Deal sizes increase 69%.
Marketplace customers grow revenue 88% faster.
Channel led Marketplace sales are more than 3.5x bigger.
Multi party private offers are 2x larger than traditional private offers.
The projected Marketplace partner revenue opportunity is $300B by 2030.

Third. Microsoft AI Cloud Partner Program. The largest partner program (500K partners) in the world continues to evolve with one goal. Greater impact for every partner.
Benefits. Skilling. Designations. Specializations. GTM. Co sell. Incentives.
The new Frontier Partner Badge requires designations across every solution area and advanced AI specializations.
Partners must become customer zero.

Fourth. Channel partners have a massive opportunity.
SMB is the growth code.
400M small and medium businesses.
90% of all businesses worldwide.
50% of global employment.
40 to 55% of national income.
Microsoft wants partners to activate Copilot, drive Azure utilization, and lead with security.

Fifth. Support becomes a revenue motion.
Unified for Partner creates new ways to sell and deliver support.
Partners can earn 3% on single year unified deals and 4% on multi year unified deals.
Faster resolution leads to higher customer satisfaction and new recurring revenue streams.

I also shared my message to Business Leaders at Channel Partners.
Use modern media to create pipeline.
Leverage Microsoft technology and capital programs.
Invest in talent the same way the top advisory firms do, as assets.
And build multi partner go to market motions to match the 11 person buying groups and the 7 to 9 person selling groups driving enterprise decisions today.

The partner ecosystem is entering a new era.
AI as the entry point.
Marketplace as the distribution engine.
Channel as the multiplier.

If you work in this world, now is the time to lean in.

Thank you to Regina N. Johnson (cc: Leona Dotson, Colleen Tyler) for bringing Partnership Leaders to Ignite. The 2026 presence will be even bigger.

For PL Members

If you are hiring for partner roles and/or find roles on LinkedIn, post “let’s share this with the Partnership Leaders network” or post “cc: @partnershipleaders”.

By tagging the PL LinkedIn account we have a way to amplify the role to our members and the larger industry through slack and email.

This will help hiring managers find the right candidates for their open roles. And open to work folks find the right roles.

—> Also, coming up in a couple of weeks is a session focused on finding the right role for you using the Partnership Leaders Network. Check the events calendar, and this virtual event should already be on your calendar

Your whole Partner GTM can be simplified into Recruit, Engage, Retain.

Technology and Channel Partners are going to have a ton of options next year.

Build your plans to cover all three buckets of activities.

Last year’s party was fun.
So naturally we asked ourselves, “What would AWS do?”
Answer: Make it three times bigger.

We kicked off this pre-party with our friends at Tackle.io as a way to bring the partner community together.

It was unofficially known as the PartnerHub.
It was loud. It was lively. It was… definitely not “small.”

So this year we’re scaling it the cloud way.

One thousand people. (1000)
One evening that might actually need its own QBR.
The largest celebration of partnerships at Amazon Web Services (AWS) re:Invent.

If you build in the ecosystem
If Q4 has you questioning all your life choices
If you know the emotional journey of a co-sell deal
This party is your natural habitat.

Comment “party” and I’ll drop the link like a warm intro.

Bring your friends. We’ll bring the energy.

P.S. You don’t need your badge to enter this event

Another partnership leader takes the top spot!

Congrats Nancy Teixeira! Thank you for leading the way!

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Inside Partnering

Inside Partnering is a Substack video podcast featuring the global leaders driving growth through partnerships, co-sell, and ecosystem strategy.
Hosted by Chip Rodgers, the show features candid conversations with executives from AWS, Microsoft, Google, ZoomInfo, Gong, Cisco, and beyond - diving into what’s working, what’s evolving, and how partner teams are scaling in a rapidly changing market.
🎧 90+ episodes and counting → https://www.InsidePartnering.com
✅ Subscribe here → http://insidepartnering.substack.com

Founder and Host

Partnership Leaders is the premier global community for partnership professionals building partner programs and ecosystem orgs at the top technology and service companies. 

Made up of 1,300+ of the top partnerships, alliance and business development professionals globally - membership in Partnership Leaders is a catalyst for personal and professional success.

Join us! ~ www.partnershipleaders.com

Executive Member

CMO Huddles

Bringing together and empowering highly effective B2B CMOs to share, care, and dare each other to greatness.

Founding and Advisory Board Member

The GTM Circle

Member

WorkSpan

This is a new position for WorkSpan and, as CPO, I focus on building and nurturing partnerships with key companies to grow revenue and deliver value to customers. WorkSpan is uniquely positioned to transform the way B2B partner ecosystems collaborate and I’m thrilled to be leading partnerships that will play a critical role in driving this transformation.

Chief Partner Officer

Promoted after successfully envisioning and creating new Ecosystem Management category and driving pipeline to exceed targets. Maintain category leader position through thought leadership, quality content, and demand generation. Provide strategic direction and guidance to the marketing team, including demand gen, content marketing, product marketing, and community marketing as well as business development representatives (BDRs).

► Created and currently lead the fast-growing category of Ecosystem Management for partner co-selling motions. 
► Initiated and executed Account Based Marketing (ABM) strategy with 6sense to identify high-intent accounts, optimize BDR and sales efforts, and focus digital campaigns on high intent targets and personas.
► Defined and executed successful SEO content marketing strategy through pillar and cluster and backlink tactics more than doubling organic website traffic from 3,000 to 6,000 per month in one year.
► Designed and implemented new interactive Salesforce dashboards to measure performance for marketing, BDR, and sales teams and make data-driven decisions to grow pipeline and improve conversion metrics.
► Deployed innovative Paperflite marketing content management system for sales team and website to share content with customers and track content usage, viewership, and engagement.

Chief Marketing Officer

Propelled startup to become widely recognized by creating a new category of Ecosystem Management. Designed and deployed 10-point strategic plan to create category; cultivated relationships with influential stakeholders and articulated vision to build partnering community support. Developed taxonomy of language to shape and lead the market.

► Defined and deployed B2B marketing stack to optimize marketing process for scale and implement Account Based Marketing (ABM) strategies. Filled top of funnel with high-converting opportunities.
► Maintained consistent and compelling company/product messaging by creating full inventory of assets for all sales stages with rapid iteration as marketing and messaging evolved.

Vice President Marketing

EcosystemAces

Conducted over 300 interviews of leading partner ecosystem professionals in the technology industry. 

Ecosystem Aces is dedicated to helping partnership leaders unleash the full potential of their partner network. Whether you’re just getting started with ecosystem partners, or you’re looking for advanced strategies and tactics, this podcast is for you. 

Each episode features topics like: ecosystem partnering, co-selling strategies, co-selling with hyperscalers, building joint solutions with partners, attracting new partners and growing partner programs, go-to-market strategies, optimizing cross-company business processes, improving communication and collaboration with partners, successful career strategies, and more.

Full library of interviews here: 
https://www.workspan.com/blog?categories=Ecosystem+Aces+Podcast#blog-section

Video Podcast Host: EcosystemAces

Marketing Consultant

Strategic advisor for digital/social marketing, online community building, demand generation, customer and partner events, and influencer marketing in software (SaaS) and services companies. Clients include e-commerce, ad-tech, internet domain/security providers, information/content services, financial analyst firms, and others.

Marketing and Customer Engagement Consultant

Ciena

Brought on board by CMO from MicroStrategy to drive key marketing initiatives, including Events, Social, and Community Marketing, in optical networking and emerging markets to build pipeline and accelerate sales opportunities. 

► Defined event strategy and led event execution team for 95 global and regional tradeshows, 40+ hosted events, mobile semi-truck showcase, and executive briefing center.
► Enhanced participants’ experience by developing event strategic plans to coordinate messaging & content release schedules, registration details, speaker engagements.

Vice President, Marketing

MicroStrategy

Hired by CMO from SAP to drive pipeline growth through business development, inside sales, global events, social media marketing, and search marketing.

► Implemented community marketing program after identifying lack of engagement from community stakeholders; incorporated ABM technology to understand and build customized landing pages for various client accounts.
► Created Eloqua digital outbound and nurture programs to improve inside sales metrics.

Promoted to lead and grow major programs for SAP Marketing by providing strategic direction to team of 20 content experts, evangelists, and community managers, 10-member events team and 50+ dotted-line employees.

► Grew SAP TechEd revenue to $25.5M keeping budget to under $22.0M by improving attendance, reducing costs, and turning events into invaluable, connected platforms that encouraged customer passion for SAP solutions.
► Grew SAP Community Network from 300,000 to over 2M highly engaged members. Grew traffic 5X to over 2.4M unique visitors a month, 195mil page views per year.

Led SAP TechEd and SAP TechTour events including a direct team of 10 as well as a large virtual team located in the US, Germany, Netherlands, Spain, India, China, and Japan. 
Revitalized SAP TechEd events from previously losing $2M to profiting over $3.5M annually. 
  - Built relationships with key leaders in US, EMEA, India, and China to construct a global program
  - Shared best practices, grew attendance and partner revenue, and tightened cost controls

Senior Director, TechEd and Ecosystem Events

Drove partner marketing events programs targeting ISVs, a brand new audience for SAP, including highly successful recruitment events attracting 800+ partners.
► Founding member of a new business initiative that drove $63M incremental revenue partnering with Teradata, Citrix, RIM Blackberry, and Symbol.

Director, Global Partner Marketing and Business Development

► Increased sales pipeline 45% while simultaneously reducing marketing spend 50%. Led a team of 15 creating solutions and partner marketing activities for SAP America.

Director, Solutions and Partner Marketing

I’m a growth-minded executive with a unique blend of marketing and ecosystem leadership experience, most recently serving as Chief Partner Officer at WorkSpan, where I built and scaled strategic partnerships with AWS, Microsoft, and Google. Now, as the Founder and Host of Inside Partner, I’m focused on advancing the partnerships industry - spotlighting partner leaders and insights through executive interviews and thought leadership content.

Over the past 20+ years, I’ve led teams across marketing, ecosystem strategy, and community engagement at category-leading SaaS companies. At WorkSpan, I created the Ecosystem Management category and launched Ecosystem Aces, a video podcast series featuring over 220 executive interviews and 110+ show-floor conversations from major partner events. These experiences cemented my belief in the power of storytelling and relationships to drive strategic growth.

Whether building demand gen engines from scratch, positioning companies for Series A to C growth, or shaping industry conversations through analyst briefings and event presence, I bring energy, strategy, and executive credibility to every engagement. I thrive in fast-paced environments, and I’m passionate about coaching teams, developing ecosystems, and helping B2B SaaS companies grow through partnerships and marketing alignment.

Key Strengths:
🔹 Ecosystem & Partner Strategy
🔹 Pipeline Generation & Driving Revenue
🔹 Category Creation & Messaging
🔹 Video Content & Thought Leadership
🔹 ABM & Demand Gen Engines
🔹 Community Growth & Influencer Marketing

Let’s build something impactful - whether it’s a brand, a category, or an ecosystem.

Chip Rodgers

🚨 AWS Marketplace Announcements 🚨 for the OPENING DAY of AWS re:Invent! 

Hear from the amazing Matt Yanchyshyn, VP of AWS Marketplace & Partner Services.

This conversation is perfectly timed - Today, AWS Marketplace announces a major wave of innovation that reshapes how customers discover, evaluate, purchase, and deploy cloud solutions.

Matt breaks down several of the big launches landing today:

✅ 𝗔𝗴𝗲𝗻𝘁 𝗠𝗼𝗱𝗲 - an AI-powered discovery experience where customers can ask natural language questions, upload requirement documents, generate dynamic comparison tables, and evaluate solutions faster
✅ 𝗠𝘂𝗹𝘁𝗶-𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝘀𝗼𝗹𝘂𝘁𝗶𝗼𝗻𝘀 - curated combinations of SaaS, services, and third-party tools packaged around real customer use cases
✅ 𝗘𝘅𝗽𝗿𝗲𝘀𝘀 𝗣𝗿𝗶𝘃𝗮𝘁𝗲 𝗢𝗳𝗳𝗲𝗿𝘀 - automated, personalized pricing based on partner-defined criteria
✅ 𝗤𝘂𝗶𝗰𝗸 𝗟𝗮𝘂𝗻𝗰𝗵 𝗣𝗹𝘂𝘀 - dramatically simplified deployment workflows that reduce setup steps from dozens of clicks to just a few
✅ 𝗘𝘅𝗽𝗮𝗻𝗱𝗲𝗱 𝗶𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗶𝗼𝗻 𝗮𝗰𝗿𝗼𝘀𝘀 𝟭𝟱+ 𝗔𝗪𝗦 𝘀𝗲𝗿𝘃𝗶𝗰𝗲 𝗰𝗼𝗻𝘀𝗼𝗹𝗲𝘀
✅ 𝗖𝗼𝗻𝘁𝗶𝗻𝘂𝗲𝗱 𝗶𝗻𝘁𝗲𝗿𝗻𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗲𝘅𝗽𝗮𝗻𝘀𝗶𝗼𝗻 across India, Japan, and South Korea

Matt put it best: “𝘞𝘦’𝘳𝘦 𝘳𝘦𝘪𝘯𝘷𝘦𝘯𝘵𝘪𝘯𝘨 𝘵𝘩𝘦 𝘮𝘢𝘳𝘬𝘦𝘵𝘱𝘭𝘢𝘤𝘦 𝘱𝘳𝘰𝘤𝘶𝘳𝘦𝘮𝘦𝘯𝘵 𝘦𝘹𝘱𝘦𝘳𝘪𝘦𝘯𝘤𝘦 𝘸𝘪𝘵𝘩 𝘈𝘐.”

This is a huge moment for ISVs, services partners, and customers alike. Marketplace continues to evolve into a unified platform that eliminates friction, accelerates time-to-value, and opens new revenue opportunities globally.

🎥 Opening clip here -- full episode in comments.

If you’re at re:Invent this week, you’re going to see these capabilities everywhere - and they’re just the start of what’s coming next.

Allison Bishop Chris Grusz Ruba Borno Christopher Sullivan Allison Johnson Jessica Rudy Louise Strandoo Karthik Balakrishnan Mona Chadha Rohan Karmarkar Asher Mathew Jay McBain R "Ray" Wang Robert DeMarzo

🎙 Inside Partnering | Chief Partner Officer | CMO | Ecosystem Strategy | B2B SaaS Growth & GTM Leader

I’m thrilled to be recognized among the Top B2B Marketing Influencers by CMO Huddles! 💜🐧

Being a member of this leadership community has been an amazing experience. The conversations, the candor, and everyone's willingness to share what’s 𝘳𝘦𝘢𝘭𝘭𝘺 working (and not working) in B2B marketing have shaped so much of how I think about marketing and stay connected to new ideas and experiments.

Huge kudos to Drew Neisser and the entire CMO Huddles team for building a place where marketing leaders can learn from each other, challenge each other, and grow together.  (Share, Care, and Dare!)

Congrats also to everyone on the list - I am honored to be included such an amazing group of top  marketing leaders like Paige O'Neill Jamie Gier Jakki Glivicky Geiger Heidi Bullock Grant Johnson James (JD) Dillon Caroline Tien-Spalding (she, her, hers) 🔬 S. Marshall Poindexter 💊 Isabelle Papoulias Armen Najarian Chandar Pattabhiram Udi Ledergor Carilu Dietrich Dan Lowden Denise Vu Broady Narine Galstian Julie Kaplan Janet Jaiswal Rashmi Vittal 

See the full list: https://lnkd.in/g_CNYajQ

Of course you’re going to run into tech partner icons at a big tech conference like Microsoft Ignite.  👀👀👀

Jay McBain | Nirav Desai | Joseph Fu

It wouldn’t be a Partnership Leaders #AWSreinvent25 event without seeing so many friends!

What an incredible first day at AWS re:Invent! I had the chance to sit down with Mona Chadha, Director of Worldwide Infrastructure ISV Partners at Amazon Web Services (AWS) - a person who has been shaping the AWS ISV ecosystem for more than a decade.
 
This was Mona’s 13th re:Invent, and you can feel her experience in every insight she shares. 

We covered how AI has reached a new level of maturity this year, with Bedrock, Agent Core, AI competencies, and Marketplace innovation all coming together to help partners move from pilots to production.
 
One of my favorite parts of our conversation was when she talked about what the best co-sell partners are doing right now:
 
✅ They integrate early with AWS AI services
✅ They build messaging that aligns with the AWS field
✅ They bring their sales, marketing, product and partner teams together
✅ They share information openly so the co-sell motion stays aligned
✅ And, as Mona said, many of the strongest partners are also strong AWS customers themselves

We also dug into one of the big Marketplace announcements: multi-product solutions. This unlocks new ways to package solutions, attach services and create real revenue opportunities for ISVs, SIs and channel partners. 

Also Express Private Offers gives partners a powerful way to deliver prescriptive solutions directly to buyers at the right price based on pre-defined criteria. 

Mona summed it up perfectly: AI only delivers impact when it reaches production and drives measurable ROI.  

I will drop a link to the full Substack article and video in the first comment.

Matt Yanchyshyn Allison Bishop Megan Barbone Jazmin Eusébio (she/her) Chris Grusz Christopher Sullivan Julia Chen

AI, agentic, Marketplace, SCAs, co-sell, channel transformation - my conversation with Allison Johnson covers it all.

Allison is Director of the Americas Technology Partners organization at Amazon Web Services (AWS), working across some of the biggest infra players, fast-growing ISVs, and the newest born-on-Bedrock startups. Her perspective is shaped by nine years inside AWS and a front-row seat to how quickly partner motions are changing.

A few themes stood out:

✅ ISVs everywhere are trying to understand how to build agents, embed AI, and accelerate their roadmap.

✅ Allison’s team runs an internal agent check ride - building their own automations with Q, Flow, and other tools - so they can guide ISVs with firsthand experience.

✅ Marketplace continues to be the first route to co-sell. For many ISVs, it’s becoming a competitive advantage to close deals faster through AWS procurement.

✅ ISVs, GSIs, VARs, MSPs, distis - the lines between partner types are blurring, and channel partners increasingly play multiple roles.

✅ SCAs only work when there is real sales alignment and a commitment to quarterly outcomes.

✅ Industry alignment is less about matching AWS’s industries and more about focusing on two or three sectors where you already win.

✅ Nice shoutout to Jeff Grimes and the AWS ISV Startup team as well!

Allison offers one of the clearest, most practical views into what ISVs must get right today - and why this moment feels different.

If you want a grounded look at how AWS is approaching co-build, co-market, co-sell, agentic, and Marketplace expansion, this is an episode worth watching.

Thanks for taking the time to share your insights Allison!

Short video here. I’ll link the full interview and breakdown in comments.

Christopher Sullivan, Matt Yanchyshyn, Allison Bishop, Chris Grusz, Julia Chen, Ruba Borno, Karthik Balakrishnan, David Cristini, Charles Lewis, Mona Chadha, Eamonn Colman, Reagan Koryozo, Jessica Rudy, Louise Strandoo, Alayna Broderson, Bojidar Krapchev, Megan Barbone, Connor Coughlan, Vineet Anshuman, Jagjit Dhaliwal (JD), Brian Shadpour, Asher Mathew, Scott Sherman, Josh Greene, Diane Krakora

Wheels up from SFO on my way to Las Vegas for AWS re:Invent - always one of the most energizing weeks of the year.

Packed schedule ahead with meetings, live conversations, and a full slate of Inside Partnering interviews from the show floor. Can’t wait to share the insights coming out of this week.

And kicking things off… my brand-new interview with Matt Yanchyshyn drops this morning at 8:30am. Big announcements, big implications. Stay tuned.

See you in Vegas. 🚀✨

Allison Bishop Jazmin Eusébio (she/her) Megan Barbone

60,000 attendees at #AWSreinvent and you just happen to bump into a powerhouse group of partner leaders? Not gonna happen, but it did! 

Great seeing Chris Samila Cody Sunkel Kenny Browne James Hodgkinson Erin Stanwood Bates Jason Atkins

🔴 Had a fantastic conversation at re:Invent with Rohan Karmarkar, Managing Director of Partner Solutions Architecture at Amazon Web Services (AWS) . 

Rohan and his team of solution architects sit at the technical center connecting customers, AWS partners, AWS field teams, and AWS product engineering. 🎯

What an amazing role - and Rohan brings the insights!

Rohan’s team works directly with ISVs, SIs, and GSIs to help them design, build, and scale solutions on AWS. 

And this year, one theme comes through loud and clear - AI is completely reshaping modernization.

Partners are no longer choosing between modernization and migration. 

As Rohan shared, AI is speeding up testing, code refactoring, and transformation, making modernization more predictable and cost effective. 

🚀 AI becomes a massive driver for migration - and modernization at the same time. 🚀

He also shared insights on powerful capabilities like AWS Transform, Kiro, and Agent Core - plus new extensibility features that allow partners to bring their own domain expertise into modernization workflows.

We also explored how AWS connects partner-built offerings with the field, why co-engineering between AWS and partners is increasing, and the exciting new autonomous agents launching across security, DevOps, and more.

This conversation is a must-watch for partner leaders who want to understand where AWS is heading and how to build their next generation of offerings.

🎥 Full Substack article in the first comment

#AWSreinvent25 Amazon Web Services (AWS) Allison Bishop Megan Barbone Matt Yanchyshyn Mona Chadha Chris Grusz

Fantastic day at the CMO Huddles SuperHuddle yesterday!

Great sessions, great content, and great conversations about the challenges and opportunities CMOs are navigating right now. 

Always energizing to reconnect with fellow CMOs and marketing leaders who are shaping the future of our industry. 

Takeaways: #culture #speed #metrics #customerstories #experiment #aeo 
#positioning #failsafely #penguins 

Thanks to Drew Neisser and the whole CMO Huddles team for an outstanding and valuable event!

Melissa Caffrey Nancy Chou Mandy Dhaliwal Kevin Ruane Rebecca Stone Caroline Tien-Spalding (she, her, hers) 🔬 S. Marshall Poindexter 💊 Liza Adams Carilu Dietrich Suyog Deshpande Jean English Jessica Kao Rohini Kasturi Joshua Leatherman Udi Ledergor Armen Najarian Samantha Stark Guy Yalif

Guess who dropped into our live shot at Microsoft Ignite tonight?! 

Thanks for stopping by and sharing your insights Jay!

Fun session with Asher and Trevor Burnett!

What an incredible week at AWS re:Invent!

With 88,000 attending in Vegas, the energy has been off the charts - and the announcements from AWS and AWS Marketplace are going to shape partner strategies for months to come.

I recorded 11 conversations with AWS Execs, partner leaders, and senior business leaders across from the ecosystem, each offering a different lens on where cloud, AI, and marketplace innovation are headed. 

So much insight packed into a few days. 

Huge thanks to Allison Bishop, Matt Yanchyshyn and the entire AWS PR team for making this possible and helping coordinate a fantastic lineup of guests.

Here’s quick recap as I’m heading out for the week.

Watch for more interviews coming up soon!  Subscribe to get them as they’re published. 

Safe travels everyone and see you soon!

#AWSreinvent #AWSreinvent25

What happens when an SI starts thinking like a product company?  

Learn more from my conversation with Deepak Arora, Global CTO for AWS Solutions and Head of Engineering across the MENA region at Publicis Sapient.

We also go deep into how solution co-building with AWS works.

Deepak’s team is responsible for creating horizontal and vertical AI platforms, shaping product strategy with on-the-ground customer experience, taking solutions through #Marketplace vetting, and then all the way through delivering solutions for customers.

We dive into the full partnership lifecycle:

✅ 𝗖𝗼-𝗯𝘂𝗶𝗹𝗱 - Joint solution design with AWS product and solution architecture teams
 
✅ 𝗖𝗼-𝗺𝗮𝗿𝗸𝗲𝘁 - Content, thought leadership, webinars, Marketplace listings
 
✅ 𝗖𝗼-𝘀𝗲𝗹𝗹 - Industry aligned motions with AWS field teams
 
✅ 𝗖𝗼-𝗱𝗲𝗹𝗶𝘃𝗲𝗿 - Engineering teams building and running these solutions in production - and feeding that real-world experience back into co-build solutions

What really stood out is how Publicis Sapient is becoming a 𝗽𝗲𝗼𝗽𝗹𝗲 𝗽𝗹𝘂𝘀 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 company. Platforms like 𝗦𝗹𝗶𝗻𝗴𝘀𝗵𝗼𝘁 (AI SDLC modernization) and 𝗕𝗼𝘁𝗵𝗶 (agentic AI) are now being productized and taken to customers as turnkey offerings.

Deepak also shared how Marketplace is evolving. Instead of services bundles, the next phase is 𝗽𝗹𝘂𝗴-𝗮𝗻𝗱-𝗽𝗹𝗮𝘆 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗮𝗰𝘁𝗶𝘃𝗮𝘁𝗶𝗼𝗻 where customers can buy, provision, and launch solutions instantly - and AWS field teams can retire quota through transactable listings.

So much to learn from this one.  

Thank you Deepak for taking the time to share your insights!
 
I’ll drop a link to the full interview and Substack article in the first comment.

🎥 Video clip attached.

Allison Bishop Megan Barbone Brian Bohan Matt Yanchyshyn Sharonyka Kumar

Couldn't make it to AWS re:Invent?  Join me for a quick walk through the showfloor - the energy is incredible.
 
From the AWS migration and modernization zone - to the Marketplace and APN area - to long rows of partner solutions from companies like Boomi, Zscaler, Cloudera, Workato, SentinelOne, Datadog, Wiz, Rubrik, Atlassian, PagerDuty, Cohesity, Red Hat, MongoDB, PwC, Salesforce, GitLab, IBM, Commvault and many more. 

re:Invent is a pretty amazing industry ecosystem event.  

It’s impossible to capture everything in one pass, but I hope this gives you a feel for the scale, the activity, and the conversations happening everywhere.
 
Great energy, great partners, and great to see so many familiar faces.

And thanks to Peeyush Tibrewal for being a sport to join in a cameo! 😉

More videos coming soon.

Amazon Web Services (AWS) Allison Bishop Jessica Rudy Matt Yanchyshyn Julia Chen Megan Barbone Chris Grusz Asher Mathew Chris Samila Jay McBain Josh Greene

Seven leaders, seven angles, one theme  -  partner ecosystems are changing fast, and these conversations explore how. 🚀

Big lineup coming to Inside Partnering. Seven leaders from across cloud, data, telecom, retail, and enterprise software will be joining to share how they’re shaping the next wave of ecosystem growth.
 
Brian Landsman – 𝗖𝗘𝗢, 𝗔𝗽𝗽𝗘𝘅𝗰𝗵𝗮𝗻𝗴𝗲 & 𝗘𝗩𝗣 𝗚𝗹𝗼𝗯𝗮𝗹 𝗣𝗮𝗿𝘁𝗻𝗲𝗿𝘀𝗵𝗶𝗽𝘀, Salesforce 
Brian brings a view into one of the largest and most successful partner ecosystems in SaaS. We’ll dig into marketplace evolution in the agentic AI world, ISV models, and the next chapter for Salesforce partnerships.
 
Matt Yanchyshyn – 𝗩𝗣, 𝗔𝗪𝗦 𝗠𝗮𝗿𝗸𝗲𝘁𝗽𝗹𝗮𝗰𝗲 & 𝗣𝗮𝗿𝘁𝗻𝗲𝗿 𝗦𝗲𝗿𝘃𝗶𝗰𝗲𝘀, Amazon Web Services (AWS) 
Matt will share some exciting AWS Marketplace news on the opening day of re:Invent (wow!), ways AWS is supporting partner globalization efforts, and what’s next for partners working with AWS. 

Chandos Quill – 𝗦𝗩𝗣, 𝗖𝗵𝗮𝗻𝗻𝗲𝗹𝘀 & 𝗔𝗹𝗹𝗶𝗮𝗻𝗰𝗲𝘀, Epsilon 
Chandos will walk through how Epsilon’s ecosystem drives value on 3 dimensions as an ISV, SI, and data provider.

Kelley Lear – 𝗖𝗩𝗣 & 𝗚𝗠, 𝗚𝗹𝗼𝗯𝗮𝗹 𝗔𝗹𝗹𝗶𝗮𝗻𝗰𝗲𝘀, Blue Yonder 
Kelley will share how BlueYonder builds scalable partnerships across retail, supply chain, and logistics. A great conversation for anyone building outcome-focused partnerships.

Rohini Kasturi – 𝗖𝗘𝗢, HG Insights 
Rohini sits at the center of data-driven partner strategy. We’ll talk about how intelligence is transforming targeting, partner selection, and co-sell precision.
 
Marc Monday  -  𝗚𝗩𝗣 𝗔𝗺𝗲𝗿𝗶𝗰𝗮𝘀 𝗣𝗮𝗿𝘁𝗻𝗲𝗿 𝗮𝗻𝗱 𝗖𝗵𝗮𝗻𝗻𝗲𝗹𝘀, ServiceNow 
Marc brings a sharp view into how ServiceNow is scaling its partner ecosystem as the platform expands deeper into AI and workflow automation. 
  
Charlie Pagliazzo – 𝗩𝗣 𝗖𝗵𝗮𝗻𝗻𝗲𝗹𝘀, Granite Telecommunications 
Charlie brings a telecom and enterprise-infrastructure perspective on channels, partner performance, and customer outcomes.
 
Lots of range, lots of insight. These conversations are going to be fun!

👇 Full writeup in first comment. 

Allison Bishop | Sophie Baine | Jennie A. | David Gray | Steven Thorne | Rachel Kaseroff | Caroline Parkinson | Carla Goldsberry | Michael Sims | Drew Neisser | Asher Mathew  | Partnership Leaders

I’ll be on the ground at 𝗔𝗪𝗦 𝗿𝗲:𝗜𝗻𝘃𝗲𝗻𝘁 𝗻𝗲𝘅𝘁 𝘄𝗲𝗲𝗸 𝗶𝗻 𝗟𝗮𝘀 𝗩𝗲𝗴𝗮𝘀 - capturing the energy, the innovation, and the big partner stories shaping partner world.

If you’ll be there, come say hello. I’ll be doing what Inside Partnering does best:

🔹 𝗗𝗮𝗶𝗹𝘆 𝗹𝗶𝘃𝗲 𝘀𝗵𝗼𝘁𝘀 from the expo floor
🔹 𝗔𝗪𝗦 𝗮𝗻𝗱 𝗽𝗮𝗿𝘁𝗻𝗲𝗿 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝘃𝗲 𝗶𝗻𝘁𝗲𝗿𝘃𝗶𝗲𝘄𝘀
🔹 𝗣𝗮𝗿𝘁𝗻𝗲𝗿 𝗹𝗲𝗮𝗱𝗲𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 from across the ecosystem
🔹 𝗥𝗲𝗮𝗹-𝘁𝗶𝗺𝗲 𝗿𝗲:𝗜𝗻𝘃𝗲𝗻𝘁 𝗻𝗲𝘄𝘀 as it unfolds

This is my favorite week of the year for the partner community. Every conversation - from hyperscalers to ISVs to GSIs to emerging startups - has something to teach all of us.

If you’re launching something, announcing something, or just want to share your perspective on where the industry is heading, let’s connect while we’re in Vegas.

See you there! 🎤 🚀 😎
 
Subscribe to follow along:  https://lnkd.in/giGGrPrn

Matt Yanchyshyn Chris Grusz Julia Chen Ruba Borno Christopher Sullivan Allison Johnson Allison Bishop Jazmin Eusébio (she/her) Connor Coughlan Megan Barbone Mona Chadha Rohan Karmarkar Lewis Howarth Charles Lewis Louise Strandoo Jessica Rudy Asher Mathew Chris Samila R "Ray" Wang Scott Sherman Jon Mayer Rob Moyer

𝗢𝗻𝗲 𝗼𝗳 𝘁𝗵𝗲 𝗯𝗶𝗴𝗴𝗲𝘀𝘁 𝘀𝘂𝗿𝗽𝗿𝗶𝘀𝗲𝘀 𝗮𝘁 𝗜𝗴𝗻𝗶𝘁𝗲 𝗰𝗮𝗺𝗲 𝘀𝘁𝗿𝗮𝗶𝗴𝗵𝘁 𝗳𝗿𝗼𝗺 𝗠𝗶𝗰𝗿𝗼𝘀𝗼𝗳𝘁 𝗠𝗮𝗿𝗸𝗲𝘁𝗽𝗹𝗮𝗰𝗲. Jason Rook unpacked numbers that every ISV and channel leader should hear.

Great conversation yesterday at Microsoft Ignite in San Francisco with Jason Rook, Senior Director for Product Marketing for Microsoft Marketplace.
 
Jason had just wrapped a standing-room-only main session, and he brought fresh Marketplace data and one of the biggest announcements of the week for partners.
 
🚀 𝗠𝗮𝗿𝗸𝗲𝘁𝗽𝗹𝗮𝗰𝗲 𝗚𝗿𝗼𝘄𝘁𝗵
 
The momentum continues. Software companies and channel partners selling together are seeing 𝟯.𝟱𝗫 𝗳𝗮𝘀𝘁𝗲𝗿 𝗴𝗿𝗼𝘄𝘁𝗵 and deals that are 𝗻𝗲𝗮𝗿𝗹𝘆 𝟳𝟱 𝗽𝗲𝗿𝗰𝗲𝗻𝘁 𝗹𝗮𝗿𝗴𝗲𝗿 than average Marketplace transactions.
 
📈 𝗧𝗵𝗲 𝗠𝗮𝗿𝗸𝗲𝘁𝗽𝗹𝗮𝗰𝗲 𝗠𝘂𝗹𝘁𝗶𝗽𝗹𝗶𝗲𝗿
 
New Canalys (part of Omdia) research ,that Jay McBain shared in the session, shows that ISVs see an additional $𝟭.𝟳𝟱 𝗳𝗼𝗿 𝗲𝘃𝗲𝗿𝘆 𝗱𝗼𝗹𝗹𝗮𝗿 transacted in Marketplace.
 
Channel partners? $𝟲.𝟮𝟲 𝗶𝗻 𝗮𝘁𝘁𝗮𝗰𝗵 𝗿𝗲𝘃𝗲𝗻𝘂𝗲 for every Marketplace dollar. That’s implementation, design, support, ongoing managed services, and even other ISV products.
 
🤝 𝗥𝗲𝘀𝗮𝗹𝗲 𝗘𝗻𝗮𝗯𝗹𝗲𝗱 𝗢𝗳𝗳𝗲𝗿𝘀
 
One of the most important Marketplace updates yet. ISVs can now transfer offers to partners who can sell them directly to customers - now available in 𝟭𝟯𝟬 𝗴𝗹𝗼𝗯𝗮𝗹 𝗺𝗮𝗿𝗸𝗲𝘁𝘀.
 
➡️ 𝗪𝗵𝘆 𝗜𝘁 𝗠𝗮𝘁𝘁𝗲𝗿𝘀
 
Marketplace is evolving from a transaction engine into a global channel platform that integrates with co-sell motions and expands opportunities for SIs, MSPs, VARs, GSIs, and boutique partners.
 
Jason breaks down all of this in our latest Inside Partnering episode recorded here at Ignite.
 
👇 Full article linked in comments.

https://lnkd.in/gksqneii

Nicole Dezen | Yvonne Muench | Anthony Joseph | Daniel Rippey | Joerose Tharakan | Jake Zborowski | Sanjeev Nath | Fred Delombaerde | Nina Harding | Vivek Dalvi Heather Deggans | Ali Valdez, M.A. | Asher Mathew

🚀 When 40% of your company’s $5.5B revenue runs through partners, alignment between marketing and alliances isn’t optional - it’s essential.

🎥 Just had a fantastic conversation with Sandy Ono, CMO & EVP of Marketing and Partnerships at OpenText!

We recorded live at the CMO Huddles SuperHuddle in Palo Alto. Sandy shares how she brings marketing and partnerships together to power OpenText’s transformation into an AI-ready, partner-led organization.

A few highlights from our conversation:

✅ 𝗦𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗶𝗻𝗴 𝗮 𝗱𝗶𝘃𝗲𝗿𝘀𝗲 𝗽𝗮𝗿𝘁𝗻𝗲𝗿 𝗲𝗰𝗼𝘀𝘆𝘀𝘁𝗲𝗺 𝗳𝗼𝗿 𝘀𝗰𝗮𝗹𝗲.
Sandy breaks down how OpenText organizes its five major partner segments - from strategic alliances like SAP to global system integrators, cloud providers, resellers, and managed service providers. Each segment has its own go-to-market motion and success model, yet all tie back to a unified growth strategy where nearly 40% of revenue flows through partners.

✅ 𝗖𝗿𝗲𝗮𝘁𝗶𝗻𝗴 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁𝗶𝗮𝘁𝗲𝗱 𝗷𝗼𝗶𝗻𝘁 𝘃𝗮𝗹𝘂𝗲 𝗽𝗿𝗼𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝘀 𝘄𝗶𝘁𝗵 𝗽𝗮𝗿𝘁𝗻𝗲𝗿𝘀.
In an era of overlapping tech stacks, Sandy explains that success starts with a clear, joint value proposition. Every partner must understand what truly differentiates the partnership - how combining strengths creates a more complete, trusted solution for the customer rather than just another integration.

✅ 𝗔𝗹𝗶𝗴𝗻𝗶𝗻𝗴 𝗞𝗣𝗜𝘀 𝗮𝗰𝗿𝗼𝘀𝘀 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴, 𝗽𝗮𝗿𝘁𝗻𝗲𝗿𝘀𝗵𝗶𝗽𝘀, 𝗮𝗻𝗱 𝘀𝗮𝗹𝗲𝘀.
Sandy shares how OpenText brings these teams together under shared pipeline and performance metrics. By aligning sourcing, influence, and revenue goals across the organization, they’ve created a culture of accountability where everyone is focused on outcomes rather than credit.

✅ 𝗗𝗲𝘀𝗶𝗴𝗻𝗶𝗻𝗴 “𝘀𝘁𝗶𝗰𝗸𝘆” 𝗶𝗻𝗱𝘂𝘀𝘁𝗿𝘆 𝗽𝗮𝗿𝘁𝗻𝗲𝗿𝘀𝗵𝗶𝗽𝘀 𝘁𝗵𝗮𝘁 𝗲𝗺𝗯𝗲𝗱 𝗶𝗻𝘁𝗼 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝘄𝗼𝗿𝗸𝗳𝗹𝗼𝘄𝘀.
With examples like Guidewire Software in insurance and Fiserv in banking, Sandy explains how OpenText builds deep integrations directly into industry applications. These multi-year collaborations create seamless user experiences - and long-term customer value - by meeting users where they already work every day.

As Sandy put it:
“At the end of the day, we’re all working toward customer trust. And that takes alignment across every part of the go-to-market engine.”

An incredible perspective on where marketing, partnerships, and AI converge.

🎧 Full writeup in comments

Drew Neisser | Rashmi Vittal | Paige O'Neill | Heidi Bullock | Jamie Gier | Mandy Dhaliwal | Chandar Pattabhiram | Jim Luna | Neil Blecherman, CSAP | Kate Bullis | Jakki Glivicky Geiger | Grant Johnson | Caroline Tien-Spalding (she, her, hers) | Asher Mathew | Jay McBain | Alex Smith | Tifenn Dano Kwan | Tiffani Bova

“Force multiplier.” That’s how Nutanix CMO, Mandy Dhaliwal describes  partners. 

It’s not just a slogan.  It’s a structural shift in how marketing works. 

I sat down with Mandy Dhaliwal, EVP and CMO at Nutanix, at the CMO Huddles SuperHuddle in Palo Alto on Friday to talk about one of her favorite topics - how marketing and partnerships come together to drive growth.

When Mandy joined Nutanix, she realized something surprising: despite the company’s 100% channel-led model, partner marketing wasn’t front and center.

That quickly changed.

“Part of my mission was to bring the partnering aspect of what we do closer to the center of the marketing orbit.”

Today, Nutanix’s go-to-market motion runs through a powerful ecosystem of channel, OEM, and alliance partners - from Dell and HPE to Nvidia and Cisco. 

Every campaign, every launch, and every demand-gen motion now includes a clear partner route to market.

We also talked about:
✅ Building enablement first - then brand and demand.
✅ Running a global marketing team in the AI era.
✅ The power of collaboration and experimentation.
✅ How AI is transforming both the product and the marketing org.

And my favorite advice from Mandy about how partnerships and marketing should work together:

“If we galvanize around the needs of the customer, we’re going to win together.”

Thanks Mandy for taking the time to share your insights!

💡 Full conversation linked in the first comment.

#InsidePartnering #Nutanix #PartnerMarketing #CMO #ChannelPartners Jim Luna | Adrian Liu | Jennifer Massaro | Dan Bingham | Lee Caswell | Erika Munter | Jessica Janis | Ruben Gouveia | Neil Blecherman, CSAP | LAWRENCE WILCOX | Drew Neisser | Paige O'Neill | Jakki Glivicky Geiger | Jamie Gier | Heidi Bullock | Kathie Johnson | Grant Johnson | Guy Yalif | Udi Ledergor | Isabelle Papoulias

If you still think partner marketing is just MDF and co-branding, this episode flips that on its head.

I had the opportunity to talk with Suraj Atreya, Strategic Partner Marketing Leader for Enterprise AI and Technology at Rackspace Technology. 

Suraj brings a rare combination of deep marketing experience, ecosystem understanding, and hands-on GTM execution with AWS, Microsoft, and Google Cloud across EMEA.

This conversation cuts straight into what’s changing in partner marketing - and why it matters right now.

Suraj breaks down how 𝗲𝗻𝘁𝗲𝗿𝗽𝗿𝗶𝘀𝗲 𝗯𝘂𝘆𝗶𝗻𝗴 𝗵𝗮𝘀 𝘀𝗵𝗶𝗳𝘁𝗲𝗱 𝘁𝗼 𝗺𝘂𝗹𝘁𝗶 𝘃𝗲𝗻𝗱𝗼𝗿, 𝗺𝘂𝗹𝘁𝗶 𝗰𝗹𝗼𝘂𝗱 𝗮𝗿𝗰𝗵𝗶𝘁𝗲𝗰𝘁𝘂𝗿𝗲𝘀, and why that puts partner marketing at the center of the modern go to market motion. 

He talks about AI compressing campaign cycles from months to days, the rise of personalized content at scale, and how ABM is evolving into account based ecosystem motions that integrate partner signals, incentives, and funding programs.

One of my favorite parts of the conversation was Suraj’s point about better together stories. They only work when sellers and partner sellers believe in them. 

That alignment - corporate, product, field, and partner - is what makes the whole system move.

We also dig into how social activation inside partner organizations is changing brand perception, why human + AI will define the next generation of partner marketers, and what leadership mindsets will matter as agentic AI becomes part of day to day execution.

If you’re in alliances, ecosystem strategy, partner marketing, or cloud GTM, this one is worth your time.

🎥 First part of the interview here.
👇 Full interview and Substack article linked in comments.

Renee Taylor | Dusshyant Roy | Mark Martinet | Tara Hopkins | Nilu K (MBA) | John Swanson | Chuck Britton | Sunil Patel

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The Battle

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