by Gail Mercer-MacKay | Hyperscaler Alliance, Microsoft Partners, Partner Marketing
Navigating tectonic shifts: Why partner ecosystems matter more than ever In this post, Gail Mercer-MacKay explores how today’s industry shifts—what Vince Menzione aptly calls “tectonic shifts”—are redefining success for technology partnership leaders. Drawing on... 
by Gail Mercer-MacKay | Hyperscaler Alliance, Integrated marketing, Partner Marketing
Navigating the power-trio partnership: Strategies for hyperscalers, ISVs, and GSI/SIs A few years ago, one of my ISV clients teamed up with a key implementation partner to launch an ambitious initiative called “Path to a Billion.” At the time, the ISV was generating... 
by Gail Mercer-MacKay | B2B marketing, Hyperscaler Alliance, Partner Marketing
Effective ways to capture mindshare and build strong three-way partner marketing programs Innovative doesn’t occur in isolation – most successful technology transformations involve multiple partners providing an array of solutions from software and hardware through to... 
by Gail Mercer-MacKay | B2B marketing, Partner Marketing, Thought Leadership
Top Five Marketing Challenges Independent Software Vendors Face Selling Through the Channel Whether you’re a behemoth independent software vendor or a small start-up, you face the same marketing challenges in the channel The art of selling through the channel is...
