Home > Companies > Thought Leaders > Affise’s founder Dimitri Zotov believes that Partner Marketing space will see huge growth in the next few years.

Affise’s founder Dimitri Zotov believes that Partner Marketing space will see huge growth in the next few years.

Dmitri Zotov, Founder of Affise, talks us through their performance marketing platform, the importance of maintaining the highest levels of customer data security, and also shares his thoughtful insights on the affiliate/partner marketing space in his latest interview with Media 7.

Affise to be a platform where customer data security is of the highest standard. We wanted our commitment to security to be more than just words.

MEDIA 7: From being a software engineer to co-founding one of the fastest-growing performance marketing companies, you have come a long way. What would you like to tell us about this journey?
DMITRI ZOTOV: Originally, I trained as a software engineer, so this has been a pretty unexpected journey. One of my first jobs was to build a new software platform for managing an affiliate network, and that was how I first got into performance marketing. We built a really large network that pushed the boundaries of what was possible at the time. It was a great experience and of course, a great way to learn about performance marketing from the ground up.

After working as a software engineer for another performance marketing company, I decided to strike out and build my own affiliate network. This was when I really learned how the industry worked - what was great, and what needed fixing. I worked hard and we made it into the top ten of Russian affiliate networks before I sold the company to Zorka. At this point, I knew I wanted to make something really new that would fix some of the problems I’d seen first-hand in affiliate marketing. I realized that too much of the affiliate marketing industry lacked transparency. Marketers were asked to pay for things they don’t actually want or need, like clicks, instead of meaningful actions like sales.I was really lucky my co-founder Stanislau Litvinau had a similar vision, and so Affise was born!


M7: Interesting. Recently, Affise passed one of the most complicated certifications about data privacy (SOC 2 Type II).What has been the strategy behind achieving such prestigious recognition?
DZ: I’m not sure it counts as a strategy, but we simply want Affise to be a platform where customer data security is of the highest standard. We wanted our commitment to security to be more than just words. Since we launched, we have always worked to meet the highest standards of service and security. For example, we were officially certified for GDPR by the ePrivacy agency two years ago. To get this we had to work on our internal processes, design product updates, and attend endless security training sessions. In 2021 we wanted to raise the bar even higher and get SOC 2 Type II certification, which takes at least 8-10 months to complete. I know a lot of our competitors just pin a standard GDPR document to their website and that’s as far as they go, but we really think customers deserve better.


Rather than breakthroughs, we are more likely to see automation technology mature, and for companies in the AdTech industry to consolidate.



M7: There is no question that affiliate marketing is here for the long haul. Could you throw some light on a few upcoming Affiliate Marketing trends that you are looking forward to?
DZ: Partner Marketing is an area where I think there will be huge growth in the next few years.
One sign this is happening is that more and more big brands are looking for partnerships with influencers. When large companies with massive marketing budgets move into a new sector, you can expect that sector to grow pretty quickly. Another factor is that prices for Google and Facebook ads are spiking, and that’s forcing marketers to look for other opportunities. But perhaps the biggest factor is that Partner Marketing as a concept is maturing. In the early days, partnering with influencers was time consuming, complicated, and the process was difficult to manage. It’s still not as easy as just buying a Google ad yet, but with tools like Affise Reach (which will launch later this year), it’s getting easier and easier to integrate influencers into a wider campaign.


M7: Partner marketing is indeed here to stay. What are some of the challenges that you see on the horizon for the industry in general and Affise this year?
DZ: I’m going to repeat myself a bit here - I hope you don’t mind! Google and Facebook ads have been reliable and affordable for so long I think the entire marketing industry, not just performance marketing, has grown complacent. These channels still work, but prices are going up rapidly, and the ROI just doesn't fit into as many marketing plans as it used to. Partner Marketing is an obvious avenue to explore, but up till now, it’s been very difficult to work with multiple influencers at once. Addressing this pain point has been one of Affise’s goals for a long time, and we designed our new product Reach to make large scale Partner Marketing possible. It will be out later this year, and we think it is going to attract a lot of new brands into affiliate marketing.


When large companies with massive marketing budgets move into a new sector, you can expect that sector to grow pretty quickly.



M7: What are your predictions on AI/Automation changing our future in the next few years?
DZ: I don’t see any huge breakthroughs in AI or Automation appearing in the next few years. Of course, the most significant breakthroughs come at unexpected times, but there’s nothing obvious on the horizon in my opinion. Part of the reason I think that is that we already live in a world where automation and algorithms are the main players. This is especially in outcome-based Ad channels. I suspect rather than breakthroughs we are more likely to see automation technology mature, and for companies in the AdTech industry to consolidate.


M7: Last but not the least. What do you read, and how do you consume information to stay at the top of your game?
DZ: I try to get information from a wide range of sources, and I tend to look for content about marketing, technology, and anything to do with venture capital. I really like NFX.com, and I subscribe to their newsletter. I regularly read Andreessen Horowitz’s a16z.com and I like the a16z podcast, as well as the SaaStr podcast.

ABOUT AFFISE

Affise is the performance marketing solution that puts the user in control. Creatives and conversions, publishers and payments, everything is right where users need it, easy to manage and analyze. Over 100+ companies using Affise for driving their business forward with conversion-based costs instead of paying for clicks. Among their clients are iFunny (#1 AppStore application in USA), FxClub (The largest Forex broker in Europe), MobUpps (Top 30 AppsFlyer worldwide ratings), Zorka.Mobi (One of the biggest CPI networks in Russia).

More THOUGHT LEADERS

Q&A with Kady S., SVP Global Head of Marketing at Klaviyo

Media 7 | August 6, 2021

Kady S., SVP Global Head of Marketing at Klaviyo, is interested in building entrepreneurial, diverse, and effective marketing teams that grow and scale alongside some of the world's most impactful consumer brands. As a former engineer with 20+ years of experience in marketing for tech, CPG, and DTC companies, she is uniquely positioned to use data, customer insights, and integrated brand strategy to deliver industry-leading results. Throughout her career, she has led Fortune 500 and pre-IPO companies that have scaled to millions of users, global teams, and double digit growth. She was part of the team that helped lead Dropbox through a successful IPO and truly loves that phase of hyper-growth at fast-paced, innovative companies. When she is not leading marketing for high-growth B2B and B2C brands, she is a Venture Advisor at Relay Ventures, a frequent guest lecturer at Stanford, a keynote speaker, and guest contributor for several leading business publications. She is also an avid reader, a perpetual student, and (most importantly), a very proud parent....

Read More

Q&A with Jack Myers, Media Ecologist, Founder at MediaVillage

Media 7 | April 24, 2020

Jack Myers, Media Ecologist, and Founder at MediaVillage has influenced the decisions of hundreds of global, national and regional media, marketing, advertising and entertainment companies and organizations for over forty years. More than 150 companies, organizations and industry leaders are members of MediaVillage. After serving in leadership roles at Metromedia Outdoor, ABC-Radio, CBS-TV and UTV Cable, Jack launched The Myers Report, which for more than three decades has been a go-to innovation partner for more than 200 companies across the marketing and media ecosystem and the industry leader in forecasting the impact of technological advances on culture, marketing, media and entertainment. After a decade of development, Jack launched MediaVillage, now the industry’s most influential platform for thought leadership and a global advocate for the role and value of media to society, culture and business. MEDIA 7: For those in our audience who are new to it, could you describe MediaVillage? JACK MYERS: MediaVillage was launched in 2010 under the direction of veteran industry strategist and trend forecaster Jack Myers. Fifteen founding media companies embraced Myers’ recommendation that they transcend territorial competition to develop and implement industry-wide solutions for competing in the digital marketplace. For the past decade, MediaVillage, in collaboration with partners across the marketing ecosystem, has been pilot testing innovative strategies for generating growth. Today, more than 150 companies, organizations and industry leaders are members of the MediaVillage Center of Excellence. • MARKET RESEARCH: Under The Myers Report brand, MediaVillage collects, analyzes and shares B2B and consumer data and insights to guide and support our members’ growth priorities and marketing communications. • MARKET INTELLIGENCE: MediaVillage hosts and manages the B2B marketing platforms for more than 100 member companies, industry trade associations, non-profit advocacy groups, and education providers, each published independently under the MediaVillage Knowledge Exchange. Together they represent the media industry’s only unified force for growth. • CONTENT MARKETING: MediaVillage.com hosts the commentaries, thought-leadership and insights of the media industry’s most respected columnists, journalists and industry experts, reaching professionals across the marketing, media, entertainment and education ecosystem. • DIVERSE TALENT DEVELOPMENT: MediaVillage has been a leading advocate for diversity, equality and inclusion, founding WomenAdvancing. org in 2011, 1stFive.org in 2014 and, in 2017, the Advancing Diversity Hall of Honors. Under Myers’ leadership, the Advancing Diversity Council represents the media, marketing, advertising and entertainment community’s commitment to advancing diversity from advocacy to activism. • EDUCATION & MEETING PREPARATION: To support the on-demand knowledge needs of brand marketers, agency professionals, media industry suppliers, educators, content studios, content creators and diverse communities, MediaVillage is launching MeetingPrep.com, an open AI-fueled search and market intelligence platform. In addition to the most accurate and relevant vertical industry search engine, MeetingPrep will incorporate Giide, an interactive audio learning app; Ad Learning Exchange, a curriculum-focused online education resource; and Advancing Diversity Meet-Ups, connecting talent to jobs. The power of MediaVillage comes from the engagement and real-world experience of companies and organizations. Through our collective impact approach, we implement effective and cost efficient B2B growth solutions. ...

Read More

Duda’s Anton Shulke says “Make the product you want to use, only then the customers will value it”

Media 7 | February 11, 2022

Anton Shulke, Head of Influencer Marketing at Duda takes us through his role at Duda and elaborates the future potential of low to no code site builders. Read on to know more about Duda’s platforms and his thoughts on webinar marketing....

Read More

Q&A with Kady S., SVP Global Head of Marketing at Klaviyo

Media 7 | August 6, 2021

Kady S., SVP Global Head of Marketing at Klaviyo, is interested in building entrepreneurial, diverse, and effective marketing teams that grow and scale alongside some of the world's most impactful consumer brands. As a former engineer with 20+ years of experience in marketing for tech, CPG, and DTC companies, she is uniquely positioned to use data, customer insights, and integrated brand strategy to deliver industry-leading results. Throughout her career, she has led Fortune 500 and pre-IPO companies that have scaled to millions of users, global teams, and double digit growth. She was part of the team that helped lead Dropbox through a successful IPO and truly loves that phase of hyper-growth at fast-paced, innovative companies. When she is not leading marketing for high-growth B2B and B2C brands, she is a Venture Advisor at Relay Ventures, a frequent guest lecturer at Stanford, a keynote speaker, and guest contributor for several leading business publications. She is also an avid reader, a perpetual student, and (most importantly), a very proud parent....

Read More

Q&A with Jack Myers, Media Ecologist, Founder at MediaVillage

Media 7 | April 24, 2020

Jack Myers, Media Ecologist, and Founder at MediaVillage has influenced the decisions of hundreds of global, national and regional media, marketing, advertising and entertainment companies and organizations for over forty years. More than 150 companies, organizations and industry leaders are members of MediaVillage. After serving in leadership roles at Metromedia Outdoor, ABC-Radio, CBS-TV and UTV Cable, Jack launched The Myers Report, which for more than three decades has been a go-to innovation partner for more than 200 companies across the marketing and media ecosystem and the industry leader in forecasting the impact of technological advances on culture, marketing, media and entertainment. After a decade of development, Jack launched MediaVillage, now the industry’s most influential platform for thought leadership and a global advocate for the role and value of media to society, culture and business. MEDIA 7: For those in our audience who are new to it, could you describe MediaVillage? JACK MYERS: MediaVillage was launched in 2010 under the direction of veteran industry strategist and trend forecaster Jack Myers. Fifteen founding media companies embraced Myers’ recommendation that they transcend territorial competition to develop and implement industry-wide solutions for competing in the digital marketplace. For the past decade, MediaVillage, in collaboration with partners across the marketing ecosystem, has been pilot testing innovative strategies for generating growth. Today, more than 150 companies, organizations and industry leaders are members of the MediaVillage Center of Excellence. • MARKET RESEARCH: Under The Myers Report brand, MediaVillage collects, analyzes and shares B2B and consumer data and insights to guide and support our members’ growth priorities and marketing communications. • MARKET INTELLIGENCE: MediaVillage hosts and manages the B2B marketing platforms for more than 100 member companies, industry trade associations, non-profit advocacy groups, and education providers, each published independently under the MediaVillage Knowledge Exchange. Together they represent the media industry’s only unified force for growth. • CONTENT MARKETING: MediaVillage.com hosts the commentaries, thought-leadership and insights of the media industry’s most respected columnists, journalists and industry experts, reaching professionals across the marketing, media, entertainment and education ecosystem. • DIVERSE TALENT DEVELOPMENT: MediaVillage has been a leading advocate for diversity, equality and inclusion, founding WomenAdvancing. org in 2011, 1stFive.org in 2014 and, in 2017, the Advancing Diversity Hall of Honors. Under Myers’ leadership, the Advancing Diversity Council represents the media, marketing, advertising and entertainment community’s commitment to advancing diversity from advocacy to activism. • EDUCATION & MEETING PREPARATION: To support the on-demand knowledge needs of brand marketers, agency professionals, media industry suppliers, educators, content studios, content creators and diverse communities, MediaVillage is launching MeetingPrep.com, an open AI-fueled search and market intelligence platform. In addition to the most accurate and relevant vertical industry search engine, MeetingPrep will incorporate Giide, an interactive audio learning app; Ad Learning Exchange, a curriculum-focused online education resource; and Advancing Diversity Meet-Ups, connecting talent to jobs. The power of MediaVillage comes from the engagement and real-world experience of companies and organizations. Through our collective impact approach, we implement effective and cost efficient B2B growth solutions. ...

Read More

Duda’s Anton Shulke says “Make the product you want to use, only then the customers will value it”

Media 7 | February 11, 2022

Anton Shulke, Head of Influencer Marketing at Duda takes us through his role at Duda and elaborates the future potential of low to no code site builders. Read on to know more about Duda’s platforms and his thoughts on webinar marketing....

Read More

Related News

Channel Partnerships

ServiceNow Unveils Next Wave of Partner Program Transformation with New Specializations

Business Wire | January 24, 2024

ServiceNow (NYSE: NOW), the leading digital workflow company making the world work better for everyone, today unveiled the next wave of partner program transformation with new Specializations. As part of the revamped ServiceNow partner program announced in January 2023, the recently developed Partner Specializations are the next step in the partner program evolution for partners to unlock new revenue opportunities and earn a range of benefits to further grow their practice. Announced today at ServiceNow Partner Kickoff in Las Vegas, partners can obtain three Specializations which include Service Operations, Serve the Customer, and Power the Employee. ServiceNow is on a path to significantly increase the percentage of net new revenue sourced by partners in the coming years by supporting partners who build the ServiceNow platform into the core of their business models. Partners can acquire the new Specializations by showcasing a combination of product and sales expertise through customer wins and a go-to-market strategy. The new Partner Specializations showcase partners’ unique strengths in the market and encourage innovative ways to continue to grow their ServiceNow practice. “Last year at this time, we made a massive commitment to our partner community by completely transforming our partner program to ensure that partners are front and center in everything we do as a company,” said Erica Volini, senior vice president, global partnerships at ServiceNow. “With the launch of Specializations, our customers can easily identify partners with the best experience and expertise they need to help solve some of their biggest digital transformation challenges.” Obtaining a Specialization will help partners in three critical areas: Differentiate among the ecosystem:Partners will receive badging that will appear across their ServiceNow profiles with increased visibility on the ServiceNow Partner Finder. Prospective customers will also be able to search partner experts in Partner Finder based on the current Specializations. Unlock new revenue opportunities:Each Specialization addresses a pressing customer need that presents a large, untapped market opportunity and high year-over-year growth. Earn benefits to grow ServiceNow practices:ServiceNow will offer additional benefits for partners to build and grow their business through invitation to the ServiceNow Partner Advisory Council to ensure their needs and counsel are being addressed across the broader ServiceNow ecosystem. Qualifying partners will also have access to ServiceNow co-marketing programs and the ServiceNow Partner Development Fund announced last January. The program is launching with three Specializations, Service Operations, Serve the Customer and Power the Employee, that present large market opportunities with high year-over-year growth and a large total addressable market (TAM). All Specializations can be obtained at the regional and global level as well as two levels of achievement for further differentiation. Additional Partner Specializations are expected to be launched in 2024. The three Partner Specializations are expected to be available for partners to obtain starting in ServiceNow’s second quarter of 2024. Many partners have already expressed their feedback on the importance of the ServiceNow Partner Specializations including: Jason Rosenfeld, Senior Vice President at Cask: “ServiceNow’s new Partner Specializations offer an opportunity for Cask to showcase our unique consulting expertise and change management solutions to drive digital transformation across enterprises. Program updates like subsequent badging and product line achievements provide greater reach and visibility with organizations looking for the best partner to meet their specific needs. We believe Specializations and the partner finder are a winning combo for connecting customers with the right support and implementations.” Michael Lombardo, Chief Executive Officer at GlideFast Consulting: “We’re thrilled about the new designations to ServiceNow’s Partner Program. With new Partner Specializations, we can continue expanding our technical consulting services and delivering deep ServiceNow expertise to new markets. We look forward to helping customers find value in the Now Platform.” Michael Vadini, Chief Executive Officer at Infocenter:“Today, organizations are looking for a collaborative partner for support with the adoption and scale of new technologies. ServiceNow’s new Partner Specializations will help Infocenter build industry-specific solutions and accelerate technology for customers and their businesses more quickly. We are excited about the enhanced benefits offered by ServiceNow and the continued focus on partners.” Jon Reynolds, Senior VP Global Alliances & Corp Development at Thirdera, a Cognizant Company:“As our company looks to further expand our work across different industries, we’re focused on differentiating our services and ServiceNow platform expertise. ServiceNow's comprehensive Partner Program provides valued guidance and incentives to improve how we advise, implement and optimize technology for businesses worldwide. ServiceNow sets a standard for what it means to be an innovative partner.” ServiceNow is also launching a brand-new partner channel on LinkedIn. Join the new social community for the latest ServiceNow partner news here. For more information on the ServiceNow Partner Specializations visit here. About ServiceNow ServiceNow (NYSE: NOW) makes the world work better for everyone. Our cloud-based platform and solutions help digitize and unify organizations so that they can find smarter, faster, better ways to make work flow. So employees and customers can be more connected, more innovative, and more agile. And we can all create the future we imagine. The world works with ServiceNow™. For more information, visit: www.servicenow.com.

Read More

Martech

Procure IT Names Tech & Channel Marketing Veteran Brian Leonard as Chief Marketing Officer

Procure IT | January 05, 2024

Procure IT, a game-changing data-driven IT procurement company, announced today that it has named Brian Leonard, an 18-year technology and channel marketing veteran and former Vice President of Marketing for RapidScale, as its Chief Marketing Officer. In his new role, Leonard oversees the creation and management of Procure IT's marketing strategy, including digital marketing, strategic leadership, brand management, market research, sales collaboration, customer engagement, public relations, data analytics, budget management, and marketing team leadership and development. "Brian Leonard and many of the Procure IT team members have extensive experience working together to build and successfully sell RapidScale," said Randy Jeter, Procure IT Co-founder and Managing Partner and former CEO of RapidScale. "We know and respect each other well and can hit the ground running to develop and execute Procure IT's marketing strategy to drive rapid growth and shareholder value." Leonard is a data-driven technology marketing leader with nearly two decades of experience leading, growing and managing international marketing teams. Previously, Leonard led marketing operations for technology providers, such as RapidScale and ujet.cx, and technology services distributors (TSDs), including Intelisys and AppDirect. Leonard has also consulted with many technology, software as a service (SaaS) and telecommunications firms on marketing strategy and execution. "I've run marketing on every angle of the technology advisor ecosystem, including distributors, platforms, agents, consultants and technology vendors," said Leonard. "I've spent my career helping small and midmarket companies scale their marketing organizations and positioning. I'm excited to reconnect with Randy Jeter and other members of the RapidScale team to drive revenue growth for Procure IT." In addition to his role at Procure IT, Leonard serves as an advisor for several SaaS and platform organizations, including the SaaS Ecosystem and Business School (SEBS), Product HQ and Squibler AI. Leonard is certified in MEDDPIC Sales Methodology, Pragmatic Product Marketing, Demandbase ABM and Revenue Architecture School. About Procure IT Procure IT, the data-driven IT procurement and management company, simplifies IT sourcing and expense, performance and risk management for businesses of all sizes – from small and medium businesses (SMBs) to global enterprises. Procure IT leverages decades of expertise in technology sourcing, relationships with more than 350 IT suppliers, proven processes and a proprietary CX software platform to help business clients save time and money while ensuring they have the technology they need to succeed in a competitive marketplace. Procure IT advises more than 3,000 businesses nationwide, speeding sourcing by 5X and reducing spending by 25 percent. For more information, visit www.procureit.com or engage with us on LinkedIn.

Read More

Channel Partnerships

HiddenLayer Launches Channel Partner Program to Secure AI and MLOps Lifecycle

PR Newswire | January 25, 2024

HiddenLayer, the leading security provider for artificial intelligence (AI) models and assets, today announced a new partner program to empower enterprises with complete AI protection including rapid threat detection and security across the entire MLOps lifecycle. "Our Channel Partner Program is designed to drive innovation by allowing partners to introduce security for AI to their customers, helping to educate more businesses about a new threat landscape," said Rebecca Cahak, Head of Channel, HiddenLayer. "By leveraging this new offering, partners will ensure margin and deal protection, leverage incentives, access flexible and easy-to-use training tools, demo environments, and proof of value tools to drive success." The Channel Partner Program allows partners to seamlessly onboard while providing predictable, transparent pricing and flexible licensing models, and a first-of-its-kind unobtrusive, automated, scalable Artificial Intelligence Security (AISec) Platform. Partners will be able to educate customers on a new threat landscape and provide the solutions they need to protect their AI, and competitive edge, build stronger relationships, and establish their team as AI leaders for their customers. "The HiddenLayer line of products is an important component in our AI security service offerings," said Matt Keating, Head of AI Security at Booz Allen Hamilton. "We are excited to continue to strengthen our strategic partnership with the HiddenLayer team, furthering our ability for joint strategy and co-solutioning." HiddenLayer aims to optimize its current partner network, enhancing it through streamlined support and collaborative offerings. There will be three tiers for the program, Covert, Concealed, and Clandestine, so customers can work together with HiddenLayer to achieve the best-shared outcome. Each tier includes pricing discounts, free online training for sales, and technical enablement and security for AI marketing partnerships. Concealed includes free on-site training and performance incentive programs for extra financial success. Clandestine includes everything previously mentioned, with the addition of account mapping, executive security research briefings, and more. "By joining HiddenLayer's partner program, we're enabling customers to safeguard against constantly evolving cybersecurity risks," said Rick Echevarria, Vice President and General Manager, Intel Security Center of Excellence. "We are now able to provide a scalable security solution for AI and help more businesses foster the acceleration of safer AI adoption." Additionally, HiddenLayer recently announced that CRN®, a brand of The Channel Company, named HiddenLayer to its 2023 Stellar Startups list. This annual list, previously known as CRN Emerging Vendors, recognizes fast-rising technology manufacturers committed to delivering leading-edge solutions that propel innovation and growth in the IT channel. Learn more about HiddenLayer's Channel Partner Program here. About HiddenLayer HiddenLayer, a Gartner-recognized AI Application Security company, helps enterprises safeguard the machine learning models behind their most important products with a comprehensive security platform. Only HiddenLayer offers turnkey security for AI that does not add unnecessary complexity to models and does not require access to raw data and algorithms. Founded in March of 2022 by experienced security and ML professionals, HiddenLayer is based in Austin, Texas. For additional information, including product updates and the latest research reports, visit www.hiddenlayer.com.

Read More

Channel Partnerships

ServiceNow Unveils Next Wave of Partner Program Transformation with New Specializations

Business Wire | January 24, 2024

ServiceNow (NYSE: NOW), the leading digital workflow company making the world work better for everyone, today unveiled the next wave of partner program transformation with new Specializations. As part of the revamped ServiceNow partner program announced in January 2023, the recently developed Partner Specializations are the next step in the partner program evolution for partners to unlock new revenue opportunities and earn a range of benefits to further grow their practice. Announced today at ServiceNow Partner Kickoff in Las Vegas, partners can obtain three Specializations which include Service Operations, Serve the Customer, and Power the Employee. ServiceNow is on a path to significantly increase the percentage of net new revenue sourced by partners in the coming years by supporting partners who build the ServiceNow platform into the core of their business models. Partners can acquire the new Specializations by showcasing a combination of product and sales expertise through customer wins and a go-to-market strategy. The new Partner Specializations showcase partners’ unique strengths in the market and encourage innovative ways to continue to grow their ServiceNow practice. “Last year at this time, we made a massive commitment to our partner community by completely transforming our partner program to ensure that partners are front and center in everything we do as a company,” said Erica Volini, senior vice president, global partnerships at ServiceNow. “With the launch of Specializations, our customers can easily identify partners with the best experience and expertise they need to help solve some of their biggest digital transformation challenges.” Obtaining a Specialization will help partners in three critical areas: Differentiate among the ecosystem:Partners will receive badging that will appear across their ServiceNow profiles with increased visibility on the ServiceNow Partner Finder. Prospective customers will also be able to search partner experts in Partner Finder based on the current Specializations. Unlock new revenue opportunities:Each Specialization addresses a pressing customer need that presents a large, untapped market opportunity and high year-over-year growth. Earn benefits to grow ServiceNow practices:ServiceNow will offer additional benefits for partners to build and grow their business through invitation to the ServiceNow Partner Advisory Council to ensure their needs and counsel are being addressed across the broader ServiceNow ecosystem. Qualifying partners will also have access to ServiceNow co-marketing programs and the ServiceNow Partner Development Fund announced last January. The program is launching with three Specializations, Service Operations, Serve the Customer and Power the Employee, that present large market opportunities with high year-over-year growth and a large total addressable market (TAM). All Specializations can be obtained at the regional and global level as well as two levels of achievement for further differentiation. Additional Partner Specializations are expected to be launched in 2024. The three Partner Specializations are expected to be available for partners to obtain starting in ServiceNow’s second quarter of 2024. Many partners have already expressed their feedback on the importance of the ServiceNow Partner Specializations including: Jason Rosenfeld, Senior Vice President at Cask: “ServiceNow’s new Partner Specializations offer an opportunity for Cask to showcase our unique consulting expertise and change management solutions to drive digital transformation across enterprises. Program updates like subsequent badging and product line achievements provide greater reach and visibility with organizations looking for the best partner to meet their specific needs. We believe Specializations and the partner finder are a winning combo for connecting customers with the right support and implementations.” Michael Lombardo, Chief Executive Officer at GlideFast Consulting: “We’re thrilled about the new designations to ServiceNow’s Partner Program. With new Partner Specializations, we can continue expanding our technical consulting services and delivering deep ServiceNow expertise to new markets. We look forward to helping customers find value in the Now Platform.” Michael Vadini, Chief Executive Officer at Infocenter:“Today, organizations are looking for a collaborative partner for support with the adoption and scale of new technologies. ServiceNow’s new Partner Specializations will help Infocenter build industry-specific solutions and accelerate technology for customers and their businesses more quickly. We are excited about the enhanced benefits offered by ServiceNow and the continued focus on partners.” Jon Reynolds, Senior VP Global Alliances & Corp Development at Thirdera, a Cognizant Company:“As our company looks to further expand our work across different industries, we’re focused on differentiating our services and ServiceNow platform expertise. ServiceNow's comprehensive Partner Program provides valued guidance and incentives to improve how we advise, implement and optimize technology for businesses worldwide. ServiceNow sets a standard for what it means to be an innovative partner.” ServiceNow is also launching a brand-new partner channel on LinkedIn. Join the new social community for the latest ServiceNow partner news here. For more information on the ServiceNow Partner Specializations visit here. About ServiceNow ServiceNow (NYSE: NOW) makes the world work better for everyone. Our cloud-based platform and solutions help digitize and unify organizations so that they can find smarter, faster, better ways to make work flow. So employees and customers can be more connected, more innovative, and more agile. And we can all create the future we imagine. The world works with ServiceNow™. For more information, visit: www.servicenow.com.

Read More

Martech

Procure IT Names Tech & Channel Marketing Veteran Brian Leonard as Chief Marketing Officer

Procure IT | January 05, 2024

Procure IT, a game-changing data-driven IT procurement company, announced today that it has named Brian Leonard, an 18-year technology and channel marketing veteran and former Vice President of Marketing for RapidScale, as its Chief Marketing Officer. In his new role, Leonard oversees the creation and management of Procure IT's marketing strategy, including digital marketing, strategic leadership, brand management, market research, sales collaboration, customer engagement, public relations, data analytics, budget management, and marketing team leadership and development. "Brian Leonard and many of the Procure IT team members have extensive experience working together to build and successfully sell RapidScale," said Randy Jeter, Procure IT Co-founder and Managing Partner and former CEO of RapidScale. "We know and respect each other well and can hit the ground running to develop and execute Procure IT's marketing strategy to drive rapid growth and shareholder value." Leonard is a data-driven technology marketing leader with nearly two decades of experience leading, growing and managing international marketing teams. Previously, Leonard led marketing operations for technology providers, such as RapidScale and ujet.cx, and technology services distributors (TSDs), including Intelisys and AppDirect. Leonard has also consulted with many technology, software as a service (SaaS) and telecommunications firms on marketing strategy and execution. "I've run marketing on every angle of the technology advisor ecosystem, including distributors, platforms, agents, consultants and technology vendors," said Leonard. "I've spent my career helping small and midmarket companies scale their marketing organizations and positioning. I'm excited to reconnect with Randy Jeter and other members of the RapidScale team to drive revenue growth for Procure IT." In addition to his role at Procure IT, Leonard serves as an advisor for several SaaS and platform organizations, including the SaaS Ecosystem and Business School (SEBS), Product HQ and Squibler AI. Leonard is certified in MEDDPIC Sales Methodology, Pragmatic Product Marketing, Demandbase ABM and Revenue Architecture School. About Procure IT Procure IT, the data-driven IT procurement and management company, simplifies IT sourcing and expense, performance and risk management for businesses of all sizes – from small and medium businesses (SMBs) to global enterprises. Procure IT leverages decades of expertise in technology sourcing, relationships with more than 350 IT suppliers, proven processes and a proprietary CX software platform to help business clients save time and money while ensuring they have the technology they need to succeed in a competitive marketplace. Procure IT advises more than 3,000 businesses nationwide, speeding sourcing by 5X and reducing spending by 25 percent. For more information, visit www.procureit.com or engage with us on LinkedIn.

Read More

Channel Partnerships

HiddenLayer Launches Channel Partner Program to Secure AI and MLOps Lifecycle

PR Newswire | January 25, 2024

HiddenLayer, the leading security provider for artificial intelligence (AI) models and assets, today announced a new partner program to empower enterprises with complete AI protection including rapid threat detection and security across the entire MLOps lifecycle. "Our Channel Partner Program is designed to drive innovation by allowing partners to introduce security for AI to their customers, helping to educate more businesses about a new threat landscape," said Rebecca Cahak, Head of Channel, HiddenLayer. "By leveraging this new offering, partners will ensure margin and deal protection, leverage incentives, access flexible and easy-to-use training tools, demo environments, and proof of value tools to drive success." The Channel Partner Program allows partners to seamlessly onboard while providing predictable, transparent pricing and flexible licensing models, and a first-of-its-kind unobtrusive, automated, scalable Artificial Intelligence Security (AISec) Platform. Partners will be able to educate customers on a new threat landscape and provide the solutions they need to protect their AI, and competitive edge, build stronger relationships, and establish their team as AI leaders for their customers. "The HiddenLayer line of products is an important component in our AI security service offerings," said Matt Keating, Head of AI Security at Booz Allen Hamilton. "We are excited to continue to strengthen our strategic partnership with the HiddenLayer team, furthering our ability for joint strategy and co-solutioning." HiddenLayer aims to optimize its current partner network, enhancing it through streamlined support and collaborative offerings. There will be three tiers for the program, Covert, Concealed, and Clandestine, so customers can work together with HiddenLayer to achieve the best-shared outcome. Each tier includes pricing discounts, free online training for sales, and technical enablement and security for AI marketing partnerships. Concealed includes free on-site training and performance incentive programs for extra financial success. Clandestine includes everything previously mentioned, with the addition of account mapping, executive security research briefings, and more. "By joining HiddenLayer's partner program, we're enabling customers to safeguard against constantly evolving cybersecurity risks," said Rick Echevarria, Vice President and General Manager, Intel Security Center of Excellence. "We are now able to provide a scalable security solution for AI and help more businesses foster the acceleration of safer AI adoption." Additionally, HiddenLayer recently announced that CRN®, a brand of The Channel Company, named HiddenLayer to its 2023 Stellar Startups list. This annual list, previously known as CRN Emerging Vendors, recognizes fast-rising technology manufacturers committed to delivering leading-edge solutions that propel innovation and growth in the IT channel. Learn more about HiddenLayer's Channel Partner Program here. About HiddenLayer HiddenLayer, a Gartner-recognized AI Application Security company, helps enterprises safeguard the machine learning models behind their most important products with a comprehensive security platform. Only HiddenLayer offers turnkey security for AI that does not add unnecessary complexity to models and does not require access to raw data and algorithms. Founded in March of 2022 by experienced security and ML professionals, HiddenLayer is based in Austin, Texas. For additional information, including product updates and the latest research reports, visit www.hiddenlayer.com.

Read More

Spotlight

Affise - performance marketing software

Affise is the performance marketing solution that puts you in control. Creatives and conversions, publishers and payments, everything is right where you need it, easy to manage and analyze. Over 100+ companies using Affise for driving their business forward with conversion-based costs instead of...

Events

Resources

resource image

Marketing Strategy

Cloud Reseller Marketplace Trends: Evolution and Opportunities

Article

resource image

Channel Partnerships

Pioneering the Cloud Frontier Through Top AWS Channel Partners

Article

resource image

Channel Partnerships

Top Partner Tools for Cisco Hardware Resellers to Boost Sales

Article

Events