Ep. 103 - Scott Sacket, SVP Partner Strategy at AvePoint

In this episode of Partnerships Unraveled, Scott Sacket , Senior VP of Partner Strategy at AvePoint , talks about how the company pivoted from catering exclusively to enterprise clients to embracing the SMB market with such success.

Instead of selling directly to SMBs, AvePoint built a channel of distributors and managed service providers (MSPs) to reach these customers. By making their product easier for MSPs to use, AvePoint created a flexible, scalable solution that stood out in the market.

Scott also shares how AvePoint’s leadership encouraged innovation, helping the company adapt and strengthen its partner network. With Kris Blackmon now leading channel marketing, AvePoint’s efforts to grow through partnerships are set to continue.

What you will learn from this episode:

• Transitioning from enterprise to SMB market requires a strategic shift in product and go-to-market strategy.
• How AvePoint used Microsoft's partnering strategy as a roadmap for success.
• Operational excellence is crucial for channel success, including efficient onboarding, API integration, and marketplace ordering.
• Partner time to value is an important metric to track and improve, as it impacts partner success and overall channel growth.
• Providing support and resources to help partners succeed in their businesses is key to building strong channel relationships.

Timestamps

• 0:07 Channel Strategy for SMB Market Growth
• 9:43 Building Strong Relationships With Distributors
• 13:50 Entrepreneurial Spirit in Building Channels
• 27:25 Driving Success Through Smart Partnering
• 33:16 Channel Marketing Talent Acquisition