Why we're going to the Siemens Americas Partner Conference
We'll be in the Partner Growth Marketplace in Orlando, November 17 to 19. Here's what I'm hoping to talk with partners about.
I've spent a good part of my career on the channel side, and there's a pattern I've seen over and over with partners. The vendor relationship builds the practice. It brings real opportunities, and the team is technically excellent at delivering them. Then one day the growth target outpaces what the vendor can send you, and you realize there's no engine of your own to make up the difference.
That's a big part of why we're going to the Siemens Americas Partner Conference this year. We'll be in the Partner Growth Marketplace, November 17 to 19 (details here), at the Omni Orlando Resort at ChampionsGate. It's our first APC, and I'm looking forward to sitting down with partner principals, sales and marketing leaders, and alliance teams from across the US and Canada.
What I'd like to talk about
Building pipeline that doesn't start with the vendor. When vendor-sourced pipeline flattens, you've got two choices. You can fight other partners for a bigger share of it, or you can build your own. Building your own is harder, but it compounds, and it belongs to you. It doesn't come from blasting the market, either. It comes from knowing exactly which accounts fit your practice, watching for the moments when they're ready to talk, and reaching them with something relevant to their business.
Putting your BDRs in front of warm conversations. We don't place BDRs and walk away. Our calling team works inside the engine, so they're talking to people who have already engaged: opened something, visited the site, accepted a connection. It's the same phone call with a much better conversation on the other end.
Getting partner pipeline into the CRM where it belongs. Here's one that surprises people. Deal registration is some of the cleanest data a partner has. You've got dates, approval status, named vendor reps, and clear stages. And it usually sits in a vendor portal nobody exports. So leadership forecasts on direct pipeline and guesses at the partner side. Fixing that isn't complicated, and it changes how you run the business.
Using AI where it actually helps. AI is great at finding and enriching contacts, scoring engagement, and helping you decide which accounts to work this week. It's not good at deciding who you should be selling to or having the conversation. Most of what I see go wrong is a team putting AI on the wrong side of that line.
Getting your marketing person some help. A lot of partners have one marketing person who's expected to own the plan, the campaigns, the website, the events, and the reporting. That's not a workload problem. They need senior strategy above them and hands underneath them. Fractional marketing leadership is how we extend that person, not replace them.
How we work
It's pretty simple. We figure out where the commercial system is breaking, agree on what to fix first, build the engine, and then run it alongside your leadership team. We're not here to hand you a deck and leave.
Let's find time
Between sessions it gets busy fast. If you'd rather not leave it to chance, send us a note and we'll put a time on the calendar at the Partner Growth Marketplace. And if you're a Siemens partner and don't want to wait until November, we're happy to start the conversation now.