Channel Champions: 10 of the Best Partner Marketing Pros in Business Today
Channel management has changed considerably over the last ten years. In order to build profitable relationships with partners today, companies must navigate changes in technology, processes, and business models.
On a fundamental level, channel management still involves building relationships, improving brand awareness, and ultimately growing revenue. But, the means by which companies can achieve these aims have changed considerably.
We live in a digital world. Google, social media, and the ready availability of information and software-based services has changed the way we live our lives. Channel management is not immune to these changes. The leading companies in channel and partner marketing have readily embraced technology and are reaping the benefits.
To get a clearer picture of how to succeed in channel partner marketing today, we decided to profile 10 of the leading strategists in the game today.
1. Tom Gall, Value Channel Marketing Director at Xerox Corp
Tom Gall, director of channel marketing at Xerox, focuses on driving the success of the Xerox channel business through the expansion of print services and partner programs. Named as a CRN Channel Chief in 2012, Tom has embraced cloud-based tools like eConcierge powered by Xerox supporting resellers in their effort to move customers to a managed print platform.
While technology plays an important role in Xerox’s channel success, Tom has worked to ensure partners see Xerox as a trusted advisor rather and not a transactional supplier. He offered a glimpse into his channel marketing philosophy in an interview with CRN in 2012 saying: “VARs need to be in the business of knowing their customer’s business. It’s important to show the customer how you have helped them in the past and can continue to help them in the future. Showing the VALUE of you is how you become a true business counselor and partner, and not just a commoditized provider of services and products.”
2. Tracy Collins, Director, Global Channel Sales and Marketing, Emerson Network Power
Tracy has firmly established himself as one of the most forward-thinking channel marketers in the IT industry. Emerson Network Power’s Innovation Partnership Program helps partners to capitalize on the growing data center market by delivering a complete set of infrastructure and software management solutions, including thermal management, critical power and data center infrastructure and management (DCIM), that work together to optimize data center utilization, availability and efficiency. Social media, playbooks, and self-paced training options have been successfully incorporated into the Innovation Partnership Program.
According to Tracy, partner marketing at Emerson Network Power is based on a desire to be seen as “trusted providers” for their partners, “so that they, in turn, can be the trusted advisors to their customers.”
3. Michael Clancy, Senior Vice President – Channels, Sales, and Marketing at Wells Fargo Bank
Michael is a seasoned veteran in the financial services industry. He has demonstrated his considerable expertise across a range of leadership posts at Wells Fargo including direct marketing, risk management, privacy, retail, and global marketing.
He began his current role as SVP of Channel Sales and Marketing in 2010. Since then he has concentrated on increasing channel sales revenue by leveraging data and technology to help their line of business partners sell more.
4. Betsy Doughty, Senior Director of Marketing at Spectra Logic
Betsy Doughty is currently the Director of Markeitng at Spectra Logic. Previously she worked as Director of Channel Development where she was recognized as a Channel Chief in 2011, 2012, and 2013 by CRN.
She played a pivotal role in growing the SpectraEDGE program which accounts for more than 80 percent of Spectra Logic’s annual revenue. She guided her companies joint marketing efforts by implementing campaign activities that included events, advertising and trade show sponsorships. She also implemented a mobile application to facilitate a greater level of communication with Spectra Logic’s partners.
5. Derek Dal Ponte, Senior Director, Channel and Alliance Marketing at Tintri
Tintri’s Derek Dal Ponte is a Silicon Valley marketing veteran, with more than 20 years of experience designing, developing, and managing global channels. He has a hard-earned reputation as an innovative problem solver who was instrumental in revenue growth in his previous roles at NetApp and Adaptec.
In an interview with Channelnomics, Derek explained how simplicity is key in partner marketing and sales, “Execute better than anyone else and the market will respond. As the old adage has it, don’t be ‘jack of all trades, master of none’.”
6. David Hyser, SVP/Director – Head of Digital Marketing and Channels at Citi Retail Services
David Hyser is the digital expert driving Citi’s success in the channels. He has a set of cross-functional expertise including Marketing, Operations, IT and Learning & Development. Previously he served as Vice President, Digital Marketing & Products and VP, Director eBusiness Strategy at HSBC Card Services.
Technological change for Citi is being driven by retailers who, according to David, “are driving the need for us to be there, to be with them, to bring the utility of the credit commodity to bear in support of their business models.”
7. Arent Jan (AJ) Hesselink, Vice President, Global Transformation Leader and Head of Content & Channels (Integrated Marketing) at Philips
AJ Hesselink has a track record of success in partner marketing and sales. He has worked across a range of leadership positions at Phillips including roles like Global Transformation Leader, and Head of Integrated Marketing and Communications, Area Marketing Officer, Asia Pacific.
AJ believes that in marketing today there is no longer any value in talking about who you are anymore, instead “you need to talk about how you are making a difference, you need to bridge the what story to the benefit story, how you are helping, how your are playing a role, how you are being relevant.”
8. Dan Burnham, RVP, Channels & Alliances (Salesforce Marketing Cloud)
Dan’s channel management strategy is based on a consultative methodology. He has an impressive set of specialties which includes Channel Strategies, Global Strategic Alliances, OEM, VAR, ISV, Social Media (Listening, Engagement, Advertising and Publishing), Digital Marketing Automation, CRM. At Salesforce he has helped to grow channel revenue by deploying a readiness and enablement strategy to global channel partners with a major concentration on process, revenue growth, thought leadership and trust.
9. Turkesa Bell, AVP- Program Manager- Digital Marketing and Channels at Citi
As AVP Program Manager of Digital Marketing and Channels at Citi, Turkesa performs essential project analyst duties for assigned projects including identifying operational requirements, determining and caring for impacts to Retail Services Consumer and/or Commercial Operations, and communicating project updates through the implementation phase. Project documentation includes items such as business cases, Business Requirement documentation, training documentation, rep alerts, policies and procedure updates.
10. Joseph Uraco, Director, Advanced Infrastructure Solutions at Tech Data Corp
Joseph has a track record of success in sales, marketing, and management. In his current role as Director, Advanced Infrastructure Solutions at Tech Data Corp he drives sales and marketing efforts through the company’s IT distribution channel.
Joseph’s success in channel management has been based on a willingness to go the extra mile for partners. Internally, Joseph has been described as a “total leader” who creates a good working environment for his teams.
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