Channel Voices

• Building Trust Through Consultative Partnerships

  Ashby Lincoln, with 35 years of IT industry experience, shares how honesty and technical expertise have been the foundation of his channel business for over two decades.• Building a successful channel business requires bringing value to both customers and OEMs• The Verinext approach focuses on truth-telling ("veri" = truth in Latin) and understanding customer needs before recommending solutions• Channel ecosystem will transform through AI from transactional to business outcome-driven experiences• Market will double in next five years with greater focus on marketplaces, cloud, and as-a-service models• Effective OEM partners provide simple channel programs, field sales support, relationship-building approach, and backend incentives• Constantly reinventing yourself is essential to staying relevant in the channelDon't forget to subscribe, rate and leave a review on your favourite podcast platform. Every bit helps us grow and reach more future channel leaders like you.Support the show📥 Free eBook Download “Building Your First Partner Program: A Guide For Technology Startups & Scaleups” To stay up to date follow us on LinkedIn. Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation. Visit www.ChannelVoices.comUntil next time 👋

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• Navigating AI and Partner Growth

  How do you build a thriving channel ecosystem? When does a partner become truly valuable? And what's the real story behind AI in cybersecurity?Alex Glass brings his wealth of experience from Dell, Rapid7, Duo Security, Tessian, and now Expel to tackle these questions head-on in this conversation about partner strategy and cybersecurity trends.With a career spanning individual contributor roles to leading global channel organisations through IPOs and acquisitions, Alex offers a unique perspective on what makes partner relationships work. He reveals Expel's strategic approach to partner development, including their dedicated focus on nurturing high-potential "growth partners" alongside established revenue generators.Alex unpacks the reality behind generative AI in cybersecurity following the RSA Conference. Beyond the marketing hype, he explains how Expel integrates AI to enhance their MDR service with practical applications that deliver measurable results - including a remarkable 91% SOC analyst retention rate. For partners looking to navigate the AI landscape, Alex provides actionable insights on upskilling teams, evaluating ethical considerations, and understanding evolving regulations.Perhaps most valuably, Alex shares what he wishes he'd known before starting his channel career - that this powerful ecosystem even existed. His journey highlights how channel partnerships consistently drive higher-quality pipeline, better conversion rates, and larger deals than other go-to-market approaches.Whether you're a seasoned channel professional or just beginning to explore partner ecosystems, this episode delivers essential insights on building scalable, sustainable partner relationships in today's rapidly evolving cybersecurity landscape.Support the show📥 Free eBook Download “Building Your First Partner Program: A Guide For Technology Startups & Scaleups” To stay up to date follow us on LinkedIn. Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation. Visit www.ChannelVoices.comUntil next time 👋

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• Why Your Partner Incentive Program is Failing and How To Fix It

  Ever wondered why some partner incentive programs drive remarkable growth while others barely move the needle? The answer lies not just in the rewards offered, but in the psychological principles that motivate human behavior.In this thought-provoking conversation with Samer Mihyar, Channel Marketing Leader at Kodak Alaris for EMEA and SEAC regions, we decode the psychology behind truly effective partner incentivisation. Samer reveals why the traditional approach of relying solely on cash or rebates consistently fails to build lasting partner loyalty, and shares the three fundamental principles that successful programs must follow: strategic alignment, engagement beyond sales, and simplicity with transparency.Drawing from his extensive experience, Samer takes us through the psychological theories that explain partner motivation – from self-determination theory to behavioural economics concepts like loss aversion. He demonstrates how understanding these principles allowed him to transform underperforming partner relationships into collaborations that delivered 20-30% year-over-year growth.We explore common pitfalls that doom incentive programs from the start, including the one-size-fits-all approach that fails to recognise different partner types have fundamentally different motivations. For smaller partners, cash incentives might work wonders, while enterprise partners may respond better to co-marketing funds or lead sharing opportunities.Looking to the future, Samer predicts how AI, gamification, and sustainability will reshape partner incentives, potentially allowing for unprecedented personalisation. But his most valuable insight might be his parting wisdom: "Channel success isn't just about sales numbers – it's about relationships, trust, and alignment." This episode provides a masterclass in building incentive programs that drive results while strengthening your most important partner relationships.Whether you're revamping an existing program or building one from scratch, this episode delivers actionable insights for creating incentives that truly resonate with your partners and deliver measurable business results.Support the show📥 Free eBook Download “Building Your First Partner Program: A Guide For Technology Startups & Scaleups” To stay up to date follow us on LinkedIn. Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation. Visit www.ChannelVoices.comUntil next time 👋

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• From Partner to Vendor: One Channel Leader's Journey

  What happens when a partner crosses to the vendor side? Brian Hibner brings a refreshingly honest perspective on channel leadership from his journey as a former Deloitte partner who now leads Flexera's global alliance strategy.Brian's guiding principle—"customer first, partner second, Flexera third"—stems from his firsthand experience as a partner dealing with vendors who prioritised their own interests. He reveals how this customer-centric approach has transformed Flexera's partnerships, creating genuine trust that directly translates to business growth. One European partner recently told him, "The stuff you said you would change last year based on our feedback—you actually did it. That's why we're doing more together."The conversation explores the evolving partner ecosystem spanning traditional resellers (who face margin pressure), pure services organisations, and technology platform alliances. Brian details Flexera's investments in dedicated engineering resources for partner-specific capabilities, enabling rapid development cycles that demonstrate their commitment to partner success.Perhaps most fascinating is Brian's insight into Flexera's recent acquisition of NetApp's Spot. Instead of disrupting the existing partner network, Flexera adopted a "don't break anything" philosophy that prioritises stability and understanding before integration. This approach has turned concerned Spot partners into enthusiastic advocates exploring Flexera's broader portfolio.For channel professionals at any stage, Brian's journey highlights the crucial importance of continuous learning. Despite extensive consulting experience, he had to quickly adapt to the unique rhythms of software business cycles and diverse partner models. His advice? Listen more than you talk, and show up consistently as the partner who genuinely supports your partners' business success.Subscribe now to hear more conversations with channel leaders who are transforming how partnerships drive business growth!Support the show📥 Free eBook Download “Building Your First Partner Program: A Guide For Technology Startups & Scaleups” To stay up to date follow us on LinkedIn. Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation. Visit www.ChannelVoices.comUntil next time 👋

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• Seven Elements That Define Exceptional Partner Experience

  Tony De Freitas brings his wealth of channel expertise to Channel Voices, sharing powerful insights on creating exceptional partner experiences that drive real business growth. Having transformed five partner ecosystems throughout his career at Microsoft, Adobe, Salesforce, and now Mimecast, Tony offers a masterclass in treating partner programs as products deserving strategic investment and continuous evolution.At the heart of our conversation are the seven critical elements Tony has identified for exceptional partner experiences: personalization, integrity, expectation management, resolution capabilities, empathy, friction reduction, and continuous innovation. These elements form the foundation of programs that partners genuinely value and actively engage with. Tony emphasizes that "a partner-first approach cannot just be a tagline—it needs to be in your culture, vision, and execution" to truly succeed.We explore practical approaches to measuring partner satisfaction beyond basic metrics, delving into NPS, engagement rates, retention, and time-to-value measurements that provide meaningful insights across different partner segments and maturity levels. Tony shares a compelling case study from Mimecast where streamlining their deal registration process dramatically accelerated both registrations and conversions, proving that focused improvements to partner experience directly impact revenue growth.Looking toward the future, Tony discusses how AI will reshape partner experiences, while emphasizing that companies must be strategic in their technology investments. He cautions against viewing partner experience as a one-time investment rather than a continuous evolution, noting that partner expectations constantly rise as they compare experiences across multiple vendor relationships.This episode is essential listening for anyone responsible for channel strategy, partner programs, or ecosystem development. Tony's parting wisdom—that culture and accountability will always outweigh strategy—serves as a powerful reminder that people ultimately drive successful partnerships, not just processes.Subscribe to Channel Voices for more conversations with industry leaders sharing practical insights to elevate your channel strategy and partner relationships.Support the show📥 Free eBook Download “Building Your First Partner Program: A Guide For Technology Startups & Scaleups” To stay up to date follow us on LinkedIn. Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation. Visit www.ChannelVoices.comUntil next time 👋

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