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Webinar - Why do Channels Matter–to Alliance Managers?
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Webinar - Why do Channels Matter–to Alliance Managers?

When: Wednesday, December 7th
12:00 PM to 1:00 PM Eastern
Where: Online Webinar
United States
Contact: Brendan Ward

Online registration is closed.
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There was a time when channels and alliances seemed to operate in two separate, but parallel universes. Each model created greater customer access and market opportunities, but there was a distinct division between "sell-with" and "sell-thru". They operated in separate organizations. They required different skills and mindset. One was measured through influence and the other by hard revenue. But those lines have blurred as more interaction in the partner ecosystem has forged new thinking about how partners go to market. We will explore several themes with an all-star panel.

How do alliances meet in the channel? Do you go to market through your own channel? Your partners? An intersection of common partners? What does an alliance manager need to know about enabling a channel to sell an alliance solution? How do you measure success?

Are channels partners becoming more strategic and collaborative? Are channels only about resale? Or do they embrace a 1+1=3 value creation model that brings strategic value to customers. How does the vendor relationship change to one of collaborative partnership?

How are vendors encouraging channel alliances? Complexity in the market has made it clear that one vendor cannot meet all the needs of today's customers and in fact assembling an ecosystem of partners including vendors and channels partners is key challenge. How are companies addressing that challenge?


About the Moderator

Norma Watenpaugh, CSAP
Founding Principal
Phoenix Consulting Group

Norma Watenpaugh is the founding principal and CEO of Phoenix Consulting Group ( which provides partnering and collaboration consulting services with expertise in partnering strategy, multi-channel and alliance management, and ecosystem development. Prominent clients include, Adobe Systems, Cisco Systems, Dupont, PayPal, Microsoft, SAP, and Xerox. Click here to download Norma's full bio.


Erna Arnesen, CSAP
Global Sales and Channel Executive Leader
formerly Vice President, Global Channel, Alliances & Field Marketing, Plantronics, and VP Global Services Channels and Alliances, Sales at Cisco

Erna Arnesen currently serves on the Board of Viato, a startup Saas company with a channel infrastructure application, as well as providing advisory services to other technology firms. Most recently, she was VP of Global Channel, Alliances and Field Marketing at Plantronics, responsible for developing Plantronics' global channel and strategic alliance marketing programs, channel strategies and go-to-market models. Prior to Plantronics, Erna was VP of Global Services Channels and Alliances for Cisco. Click here to download Erna's full bio.

Steven McGarr
Global Strategic Partners Organization

For the past six years, Steven McGarr has been part of the leadership team within Cisco's Global Strategic Partners Organization, responsible for Cisco's partnership with Dimension Data. Dimension Data is Cisco's largest, longest-standing, and most decorated global Systems Integrator partner, contributing more than $3B annually in Cisco revenue. His role is to deliver accretive revenue growth and profitability for both Cisco and Dimension Data through the development of new business models across Cisco's foundation architectures and services. Click here to download Steven's full bio.

Kristina Scott
Head of WW Partner Communications, Marketing and Platforms

Kristina Scott has led marketing and enablement functions at Cisco and Brocade for a range of go-to-market partnerships, including strategic alliances and channel partners. In her current role at Brocade, she designed a partner portal, programs and tools that serve Brocade's entire ecosystem, delivering capabilities for channel partners to co-market with Brocade alliances as traditional boundaries between distributors, resellers, alliances and other partners become less relevant, as well as scale-out support, training and co-marketing tailored to particular partner types, tiers, geographies and sales initiatives.

Arjun Lahiri
Global Director, Partner Program Strategy

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