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Insights podcast

Participants 

Claire Green | Senior Marketing Manager International | Absolute Security
Lucy Greenway | Channel Marketing Director | XM Cyber
Rohan Abby | Senior Director of Sales Enablement | Extreme Networks

Summary

In this dynamic and insightful panel discussion, leaders from XM Cyber, Absolute Security, and Extreme Networks unpack the evolving challenges of partner marketing amidst longer buying cycles, shifting buyer demographics, and the rise of AI.

As buyer journeys stretch and decision-makers diversify, marketing strategies must adapt—with partners now acting as critical extensions of vendor sales teams. The panel explores the importance of tailored enablement, personalised partner experiences, PRM (Partner Relationship Management) optimisation, and using data more effectively to drive partner segmentation and journey mapping.

They also dive into practical uses of AI for both internal productivity and partner support, plus how gamification and ecosystem thinking can boost engagement and value beyond traditional resellers. Whether you’re optimising your partner strategy or modernising your enablement, this conversation delivers sharp insights into what it takes to succeed in today’s channel-driven world.

From building deeper relationships with high-tier partners to launching creative initiatives like the Installer Challenge—which went viral in the Nordics—Charlotte discusses how Logitech is reimagining partner engagement through influencer-led programs, AI-driven workflows, and scalable content strategies. She also offers insight into Logitech’s upcoming personalization efforts, digital transformation of its partner portal, and the growing role of AI in campaign execution and enablement.

This conversation is a candid and practical exploration of how to deliver impactful results, even with limited resources—and why experimentation, agility, and creative freedom can be a marketer’s best tools.

Takeaways

1. Partners should act as an extension of the vendor’s sales team, enabled with tailored value propositions and vertical-specific content.
2. Simplified messaging and consistent relationship-building are critical to help partners open doors.
3. Longer buying cycles are challenging forecasts—demand gen and nurture strategies must evolve.
4. Partner portals should be use-case-led and guide sellers through the buying journey clearly.
5. Gamification creates engagement and simplifies complex onboarding into a clear, fun experience.
6. Gamified training is memorable and differentiates you in a crowded market—partners still ask for it.
7. Partner data is vital for mapping the journey and timing the right training, incentives, and support.
8. Holistic metrics—beyond revenue—are key to MDF allocation and understanding partner potential.
9. AI boosts sales productivity (e.g., RFP responses) but needs clear boundaries to avoid inaccuracies.
10. AI insights from product telemetry help partners speak confidently about real-time cybersecurity risks.
11. Personalising content in PRMs using AI is the next focus to scale enablement with limited resources.
12. Partner-sourced deals close up to 40% faster—highlighting the strategic value of empowered partners.
13. Ecosystem partners like alliances and consultants need strategic inclusion, even if they don’t transact.
14. Strategic tech alliances can deliver co-marketing impact even without direct revenue ties.
15. Influencing RFP writers and technical consultants is part of modern ecosystem thinking.