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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SADA, An Insight company

Partnerships & Marketplace Lead

I lead the development and execution of go-to-market strategies for SADA’s Google Workspace partner ecosystem. Focused on accelerating cloud migration, cloud adoption, and security outcomes for the customer, I align partners and teams to deliver impactful solutions that empower businesses to thrive on Google Cloud.

• Achieved triple-digit partnership growth within nine months by driving targeted engagement and aligning strategic initiatives with key ISV and Google Cloud partners, positioning the company as a leader in the Google Workspace ISV ecosystem.
• Increased partnership-led revenue by 78% through proactive identification of high-impact opportunities and positioning the company as a leading ISV ecosystem player.
• Scaled high-impact strategic partnerships with top ISVs in security and digital workplace solutions solutions, delivering measurable results by developing innovative multi-partner bundled offerings.
• Revitalized and onboarded key strategic partnerships, creating a consistent flow of co-sell opportunities and fostering ecosystem growth within targeted timelines.
• Established a data-driven partner culture, implementing improvement initiatives and enhancing collaboration across internal and external stakeholders.
• Elevated cross-functional alignment through transparent communication, ensuring internal teams and partners were fully aligned on objectives, priorities, and outcomes.
• Strengthened partner engagement with Google through relationship management and strategic initiatives, resulting in deeper alignment and business acceleration.
• Exceeded H1 2024 quota: 148%

Partner Manager, Google Workspace Ecosystem

Spearheaded the go-to-market strategies for key ISV partnerships across data, infrastructure, security, and AI solutions built on Google Cloud. Accelerated new customer acquisition, boosted product adoption, and expanded ISV market share within the Google Cloud ecosystem through strategic collaboration and targeted initiatives.
  
• Drove 120% YoY growth in partner revenue by implementing targeted go-to-market initiatives for cybersecurity and data ISV partners.
• Optimized stakeholder reporting by leading the design and implementation of a real-time dashboard on Looker, improving access to key metrics within 6 months.
• Negotiated ISV reseller and partnership agreements as the primary contract lead, aligning goals, managing expectations, and ensuring mutually beneficial outcomes.
• Boosted joint market visibility by launching 26 co-marketing activities, hosting 13 sales training sessions to enable sales teams to identify opportunities, and launched 11 sales playbooks to streamline partner co-sell engagement and improve deal execution.
• Conducted regular partner performance reviews and assessments to track progress, identify growth opportunities, and refine joint strategies for maximum impact.
• Collaborated cross-functionally to execute focused annual strategies, driving organizational outcomes through alignment and fusion-team initiatives.
• Exceeded 2023 quota: 173%

Alliance Account Manager

- Chapter Host for Washington DC
- Experience Host & Speaker

Member & Washington DC Chapter Host

Dhwani Rao

• Moderated partner conferences for leading tech firms, including Cisco, Sony, LG, Panasonic, Samsung, Bosch, Hewlett Packard Enterprise, and Oracle.
• Orchestrated B2C product launch events and press conferences for PepsiCo, Nestle, Unilever, Renault, and Mercedes.

Conference Emcee / Event moderator

Pandera Systems

• Led joint-selling partnerships with industry leaders, including Google Cloud, Looker, Thoughtspot, and Fivetran, amplifying market presence and driving collaborative sales efforts.
• Collaborated on the creation of marketing assets and strategic offerings, such as workshops and assessments, transforming complex business use cases into compelling value propositions to drive customer engagement.
• Aligned internal and partner marketing teams to execute 9 virtual executive panel discussions and 2 executive events, fueling demand generation initiatives and enhancing brand exposure.

Business Development Manager

CPA Associates International Inc

• Drove new member acquisition for the European chapters of the organization through targeted outreach campaigns and community engagement initiatives.

Membership Development Manager

Intuit Management Consultancy

• Established key strategic partnerships with PwC, EY, and KPMG, driving growth in the EMEA region and launching the company's Global Mobility service.
• Developed a high-impact digital acquisition strategy via Google AdWords and LinkedIn, resulting in decreased vendor costs by 25% and boosting in-house marketing team capability.
• Led a comprehensive SEO strategy that increased visibility and engagement, significantly enhancing digital demand generation efforts.

With deep expertise in Channel Go-to-Market (GTM) strategy and cloud ecosystems, I specialize in driving revenue growth through SaaS and cloud adoption, multi-partner solution bundling, and developing and operationalizing strategic initiatives that empower ISVs to market, sell, and implement solutions within the digital transformation, security, cloud migration, and AI solution offerings.

As Partner Manager for SADA’s Google Workspace business, I lead the development of partner capabilities across the solution ecosystem.

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