Asher Mathew

Partnership Leaders

Partnership Leaders is the Source of Truth for successful partnership organizations.

Built together with 2,200+ expert members from the world’s best technology companies, PL provides industry leaders with an expert peer network, unique insights, and the critical resources needed to scale your organization's most efficient revenue source.

Apply now at www.partnershipleaders.com

Co-Founder & CEO

Demandbase

Responsible for the GTM of Demandbase Data & Sales Intelligence Cloud

CRO @ DemandMatrix (acquisition May 2021)
Responsible for the customer engine of DemandMatrix (Sales, Marketing, Customer Success, Business Development)
P&L Responsibility

VP, GTM - Data & Sales Intelligence Cloud

LeanData, Inc.

*Reported to the CEO
*P&L responsibility

Our mission is to simplify B2B Sales. At LeanData, we’re experts at not only matching new leads against pipeline and customers, but putting it into a view for you to easily take action. Our Account-Based Lead Management Suite will help your sales and marketing teams find more revenue in target accounts, accelerate new opportunities, and identify the best producing marketing campaigns.

VP Business Development

Avalara

*IPO (NYSE: AVLR)
*Senior Leadership Team Member (Top 3% execs)
*Top Sales Manager - FY15
*Culture Award Winner - FY12

Avalara is a business leader in indirect tax automation and has 23000+ customers worldwide. Avalara helps businesses of all sizes achieve compliance with transactional taxes, including VAT, sales and use, excise, communications, and other tax types. Avalara offers more than 650+ pre-built connectors into leading accounting systems, ERP, ecommerce platforms, and other business applications. As of March 2019, market capital of USD 4.0B

Senior Director, Strategic Alliances

Nodus Technologies - A Division of EVO Payments

Acquired by EVO Payments (NASDAQ: EVOP)

Nodus Technologies is a leading provider of electronic payment, e-commerce, and retail business process automation software for small and mid-size companies. Nodus leverages Service Oriented Architecture and web services technologies to provide cost effective, comprehensive: e-commerce, electronic payments and retail management solutions for Microsoft Dynamics™ ERP.

Known for the superior integration and flexibility of our solutions, Nodus enables businesses to integrate Credit Card Processing, E-Commerce, Retail, Point-of-Sale, CRM, Web-Based Sale Order Entry, and Online Billing with multiple banks, processors and back office environments. Our product suite has a proven track record and leads the market in reliability and ease of use with Microsoft Dynamics.

Global Channel Sales & Marketing Manager

CEO at Partnership Leaders | Helping partnership and business leaders build modern businesses through partnerships

Join Partnership Leaders at www.partnershipleaders.com

Joined full time in Feb 2023

Partnership Leaders is a private network built to elevate the role of partner teams in their companies. Partnership Leaders is the only organization designed exclusively to enable the success of 1,500+ of the world’s top partner professionals.

Apply at www.partnershipleaders.com

Microsoft #Ignite made one thing very clear. The partner ecosystem is about to move faster than ever. The Enterprise AI opportunity is $592B. The SME and Channel AI opportunity is $777B. Together, this is the largest transformation moment partners have ever seen.

I spent the week inside keynotes, closed door sessions, marketplace briefings, and Channel partner discussions. It was the strongest signal yet that Microsoft is rebuilding the entire go to market engine around AI and Marketplace.

Here are the biggest takeaways.

First. Microsoft is creating the Frontier Firm.
4 priorities drive it.
Enrich employee experiences.
Reinvent customer engagement.
Reshape business processes.
Bend the curve on innovation.
AI sits at the center. Copilot. Agents. Memory. Data. Inference. One connected intelligence layer.
Copilot has 150M monthly active users.
More than 90% of the Fortune 500 already use M365 Copilot.

Second. Marketplace is now the platform for partnering.
Deals close 75% faster.
Deal sizes increase 69%.
Marketplace customers grow revenue 88% faster.
Channel led Marketplace sales are more than 3.5x bigger.
Multi party private offers are 2x larger than traditional private offers.
The projected Marketplace partner revenue opportunity is $300B by 2030.

Third. Microsoft AI Cloud Partner Program. The largest partner program (500K partners) in the world continues to evolve with one goal. Greater impact for every partner.
Benefits. Skilling. Designations. Specializations. GTM. Co sell. Incentives.
The new Frontier Partner Badge requires designations across every solution area and advanced AI specializations.
Partners must become customer zero.

Fourth. Channel partners have a massive opportunity.
SMB is the growth code.
400M small and medium businesses.
90% of all businesses worldwide.
50% of global employment.
40 to 55% of national income.
Microsoft wants partners to activate Copilot, drive Azure utilization, and lead with security.

Fifth. Support becomes a revenue motion.
Unified for Partner creates new ways to sell and deliver support.
Partners can earn 3% on single year unified deals and 4% on multi year unified deals.
Faster resolution leads to higher customer satisfaction and new recurring revenue streams.

I also shared my message to Business Leaders at Channel Partners.
Use modern media to create pipeline.
Leverage Microsoft technology and capital programs.
Invest in talent the same way the top advisory firms do, as assets.
And build multi partner go to market motions to match the 11 person buying groups and the 7 to 9 person selling groups driving enterprise decisions today.

The partner ecosystem is entering a new era.
AI as the entry point.
Marketplace as the distribution engine.
Channel as the multiplier.

If you work in this world, now is the time to lean in.

Thank you to Regina N. Johnson (cc: Leona Dotson, Colleen Tyler) for bringing Partnership Leaders to Ignite. The 2026 presence will be even bigger.

For PL Members

If you are hiring for partner roles and/or find roles on LinkedIn, post “let’s share this with the Partnership Leaders network” or post “cc: @partnershipleaders”.

By tagging the PL LinkedIn account we have a way to amplify the role to our members and the larger industry through slack and email.

This will help hiring managers find the right candidates for their open roles. And open to work folks find the right roles.

—> Also, coming up in a couple of weeks is a session focused on finding the right role for you using the Partnership Leaders Network. Check the events calendar, and this virtual event should already be on your calendar

Your whole Partner GTM can be simplified into Recruit, Engage, Retain.

Technology and Channel Partners are going to have a ton of options next year.

Build your plans to cover all three buckets of activities.

Last year’s party was fun.
So naturally we asked ourselves, “What would AWS do?”
Answer: Make it three times bigger.

We kicked off this pre-party with our friends at Tackle.io as a way to bring the partner community together.

It was unofficially known as the PartnerHub.
It was loud. It was lively. It was… definitely not “small.”

So this year we’re scaling it the cloud way.

One thousand people. (1000)
One evening that might actually need its own QBR.
The largest celebration of partnerships at Amazon Web Services (AWS) re:Invent.

If you build in the ecosystem
If Q4 has you questioning all your life choices
If you know the emotional journey of a co-sell deal
This party is your natural habitat.

Comment “party” and I’ll drop the link like a warm intro.

Bring your friends. We’ll bring the energy.

P.S. You don’t need your badge to enter this event

Another partnership leader takes the top spot!

Congrats Nancy Teixeira! Thank you for leading the way!

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Channing Ferrer

Hi, I’m Channing. My world revolves around building Go-To-Market (GTM) strategies that create success stories. 

With a knack for nurturing global teams and a flair for finessing GTM strategies, I’ve helped businesses, from active startups to seasoned giants, scale to new heights.

At the heart of my approach is a simple philosophy: 

- understand deeply,
- act strategically,
- and lead passionately.

This philosophy powered my tenure at Brandwach, where I oversaw the return to growth, after several  years of declining revenues. 

At Semrush, where I championed the sales force to unprecedented growth and expansion into the enterprise space.

My journey has been marked by remarkable achievements, like fueling HubSpot’s meteoric rise from $200m to $1.5bn in revenue, and building the GTM frameworks that continue to drive success today. 

Whether it was steering Acquia’s sales, leading BuiltIn down a new strategic course, accelerating C2FO’s market presence, or contributing to S&P Capital IQ’s billion-dollar story, my focus has always been on crafting strategies that deliver.

Beyond the boardroom, you’ll find me in Boston’s serene suburbs, where family life with my wife, kids, and our dog provides the perfect counterbalance to my professional pursuits.

Specializing in GTM leadership, I’m an entrepreneurial thinker and a global revenue architect. 

My expertise spans advisory services, sales strategy, partner strategy, and customer success. I’m all about empowering teams, driving product-led growth, and ensuring every customer journey echoes our shared success.

Adjunct Professor of Revenue Operations

Brevo made a big bet several years ago: build a unique Customer Platform around unified data and AI before the market demanded it. Today, with our new $500M funding round led by General Atlantic and Oakley Capital, that bet is paying off!

I’ve worked alongside Brevo for almost two years now, first as an advisor and now as Chief Revenue Officer & CEO Americas. Up close, the story has always been the same: a clear product strategy, deep technical investment, and teams who execute with discipline. This milestone helps accelerate...but it is only the beginning.
 
Brevo now supports 600,000+ customers across 180 countries and is on track to surpass $200M ARR this year. And with employees and management becoming the company’s largest shareholder group, we enter this next phase with alignment, ownership, and long-term conviction.

The path forward is focused & practical:

→ Expand our Americas footprint, one of our largest new revenue regions. 
→ Expand customer loyalty capabilities to create a unique customer experience.
→ Deepen AI and unified data management across marketing, sales, and service.
→ Build the operational systems required for durable, scalable, customer-first growth.

The momentum inside Brevo is real. You can see it in the pace of innovation, the customer conversations, and the clarity across teams about where we’re headed. I’m grateful for the people doing the work every day, they are the reason this milestone matters.

Today marks an important step in our journey; but it is just a step, as the journey is just beginning. There’s real momentum behind us and even bigger opportunities ahead. I’m excited to take this next chapter forward, alongside Armand Thiberge and our global leadership team!

Lets go!  🦄 🦄 🦄 🦄 🚀 🚀 🚀 🚀

Strategic Revenue Leader | Driving Growth with Data & Innovation | Advisor & Investor | Previous leader at HubSpot, Semrush, and others

A perspective from the former Chief Sales Officer of Semrush on the Adobe (NASDAQ:ADBE) acquisition of Semrush (NYSE:SEMR) for about $1.9B at $12 per share, roughly a 75 percent premium to the prior close. 

I know Semrush well from my time leading sales.  My quick take, this is less about Adobe getting into classic SEO and more about the shift to AI‑native marketing. Buyers are moving from typing queries to asking agents. Influence is moving from ranking free content to shaping decisions through product signals, trusted referrals, and targeted, value‑add outreach.

The premium looks large because the stock had been under pressure the last six to twelve months as AI reshaped SEO economics and the market waited for a durable AEO, AI Engine Optimization, path. Startups like Peec.ai have taken over as the leaders in AEO and SEMR is trying to catch up. Adobe is paying for strategic fit in the SMB space, brand visibility, data at scale, content intelligence, and a bridge from search to AI assistants. 

What it means for the market:

- Consolidation accelerates, suites will bundle content, data, and activation.
- First‑party data and closed‑loop measurement become the real moat.
- AEO playbooks emerge, structured product data, reputation graphs, and creator or partner referrals will beat generic blog SEO.

At Brevo, we are seeing enterprise buyers shift budget from net new content to engagement systems that unify first‑party data across various distribution channels (email, SMS, WhatsApp, push etc), customer loyalty solutions, then feed AI agents with consented signals. That is where time to value is measured in months, not years.

I wonder what is the next domino, it could be suites buying more signal and data tools, or commerce platforms snapping up engagement tech.  Time will tell....

#MarTech #AI #AEO #SEO

I believe that Progress beats Perfection. ⚡

I shared this viewpoint with our marketing team last week. At the time, we were waiting for the perfect message, the full strategy, the polished product story. All good goals. But the waiting slowed us down.

Marketing is timing and momentum. Positioning matters, it is not the only thing. Being first to learn often beats being first to be right.

At Brevo, we bias to ship. Small, clear experiments. A tight brief, a simple metric, a short window. Launch, learn, adjust. Because unified data and automation let us see signal fast, we can correct fast. The result is more reps, more feedback, more wins.

My rule of thumb, eighty percent right and out the door beats one hundred percent, two weeks late. Guardrails make it safe. Agree on the audience, the promise, the no go list. Set a rollback plan. Then go.

Speed creates energy. Energy creates belief. Belief sustains teams. If you feel stuck, pick one message, one segment, one channel. Ship by Friday. Write down what you learned on Monday. Repeat.

How do you decide when it is ready to ship, and what guardrails let your team move fast without breaking trust?

#marketing #execution

I look for initiative. I value people who act before being asked.

Initiative is not heroics. It is making the next move clear, doing the first rep, removing one step, writing the draft, shipping a v0. Winners do this. 

As a leader, my job is to reward that behavior. When someone brings me a problem, I ask for a proposed solution. If it is sixty percent right, we iterate. The speed of the first attempt beats the perfection of the tenth meeting.

When teams do this consistently, efficiency follows. Fewer status meetings. Faster feedback. Better customer outcomes.

At Brevo, our GTM teams win on proactive work. A rep templatizes a new outreach that cuts response time. A marketer rewires a nurture campaign to reduce time to first value. A manager removes two steps in a deal-closing. None required a committee. All created momentum.

Excellence comes from many small acts of initiative, repeated in the same direction.

How do you make initiative safe and expected on your team?

#Leadership #GTM #Ownership

Black Friday sales broke records again. Online spending hit a new high, with $11.8B on the day and a record Cyber Monday, according to multiple trackers.
 
What actually moved the needle was not more sends, it was better signals.
Teams that won did three things well.

1. They activated first party data, then timed messages to real intent across email, SMS, push, and wallet. 
2. They focused on one next best action per person, not five. 
3. They protected margin by targeting offers to likely movers, not blanket discounts to everyone.

Product and logistics signals mattered. Live inventory, delivery clarity, and pickup options reduced bounce and rescued carts. Post click speed and relevance closed the gap, fewer steps, faster pages, clear value.

At Brevo we saw this pattern across retail and travel. Unified profiles, send time prediction, creative variants that stayed on brand, and wallet based offers for fast follow ups . That mix delivered measurable lift with less noise.

Going into 2026, the job is to keep the consent flywheel spinning and feed AI with clean, structured data. Fewer campaigns, smarter triggers, and one clear objective per journey.

#Retail #Ecommerce #AI

Is the automated BDR the future of prospecting? And if so, can eCommerce businesses use it?

Short answer, the AI BDR is here. We use it at Brevo. But...it changes the BDR role, it does not replace it (yet).

What the AI BDR means in practice:

1. A much more productive BDR. Time shifts from building lists and writing first drafts to judgment, coaching, and high value conversations.
2. Every company now has a BDR. AI gives consistent, always on outreach, even without headcount.
3. Targeted prospecting for e-commerce. Precise, intent led outreach at scale, not just batch campaigns.

The constraint used to be time and bandwidth. That constraint is gone. With AI, you can run as much targeted outreach as you want, and still make it feel personal. Done right, it creates a better buying experience, not more noise.

At Brevo, we are building this into our GTM:

- Specific leads are prospected by an AI powered BDR and routed into a central, Ops and Marketing managed sequence. No more manual sequence sprawl.
- Messages are AI generated and personalized from lead source and enriched company context.
- One consistent, optimized sequence designed by Sales leaders and Marketing.
- Reps still receive deals assigned to them, created directly in stage Targeting.
- The sequence includes call tasks and LinkedIn steps, automatically assigned for human BDR support.

If you had an automated BDR next quarter, what elements of outreach would you keep to humans, and why?

#sales #ai #prospecting

My network....Let me know if you are interested in attending, we have just a couple spots left!

Exciting news — we’re heading to NYC! 🗽

Join Brevo and WITHIN for our upcoming Leadership Roundtable: From Insight to Action – How to Unlock Growth Through Smarter Customer Engagement, happening in New York City.

This invite-only event brings together CMOs and VPs from leading brands to exchange ideas on the future of customer engagement, including:

✔️ Orchestrating Omnichannel Journeys: How unified platforms break channel silos and create connected experiences across email, SMS, chat, and WhatsApp.

✔️ The Next Era of Marketing Intelligence: Turning data into actionable insight through AI-driven automation, predictive personalization, and performance-driven growth strategies.

If you’re in the area, join Brevo and Within for an evening of great conversation, fresh perspectives, and networking with fellow marketing leaders.

🗓️ Date: Wednesday, November 12
🎟️ Request your spot: https://lnkd.in/ee_EvtbT

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The Battle

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Channing Ferrer

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