Q&A with Tyler Calder, VP Marketing at PartnerStack

Media 7 | March 9, 2021

Tyler Calder, VP Marketing at PartnerStack, is a results-driven marketer, focused on growth and acquisition. He holds expertise in SEM, SEO, Social Media, Programmatic Buying, Mobile and Email. Previously, he was a senior member of Precision Nutrition, one of the world's fastest-growing nutrition companies, which Fast Companies named as one of the most innovative companies in Health. He was also a senior member of Search Engine People, one of Canada's largest and fastest-growing digital marketing agencies, where he led the Enterprise group.

The most successful organizations don’t succeed because they’re good at exploiting a single promotional tactic, they succeed because they start with first principles and expand from there.



MEDIA 7: Could you please tell us a little bit about yourself and what made you choose this career path?
TYLER CALDER:
I originally wanted to be an accountant, but quickly discovered in my first year of university that it wasn’t for me. I always loved numbers and financial analysis, but was drawn to marketing courses, and reading books on behavioural economics. While still in University, I started to build a few websites and become self-taught in Search Engine Optimization. That’s when my eyes were opened to this collision of marketing and numbers and just fell in love with it.

From there, I was able to land a job agency side where I went really deep into digital marketing. After about 8 years, I shifted to in-house, leading marketing at high-growth companies. One of the first things I learned moving in-house was the role that channel and partnerships can play in revenue growth. I was blown away by how the performance of partnerships - whether they were an affiliate, ambassador, referral, or reseller - stacked up against the digital channels I was used to.  Partnerships were more predictable and far more performance-driven. But it was hard to manage. When I came across PartnerStack and how they were solving all of these challenges that I faced as a marketer, I jumped at the opportunity to join the team.

M7: What marketing channels do you use and which ones do you see as the most promising, given your target customers?
TC:
Our partner channel is one of our best performing channels. As the saying goes, we eat our own dog food. For us, that means working with agency partners that act as referral sources, and it’s performed incredibly well for us.

We were also named the #1 Partner Management tool by G2, along with being named one of the best tools for sales and one of the fastest-growing products for 2021. This type of recognition, driven by our incredible customers and their feedback is what drives a lot of our inbound.

For us, marketing is about building trust. Trust is intrinsic to partnerships -- agencies that refer their customers to us have already built that trust. It’s why partnerships are such a powerful channel. Same with sites like G2, which build trust through first-hand customer reviews.

Along with those two, we’re seeing a lot of success sharing our customer case studies or sharing webinar content, through channels like LinkedIn, Facebook, and Google Ads. Again, this, in turn, builds trust that in us as educators, which in turn drives inbound when people are ready for a solution.


Product marketing needs to ensure that prospect has pathways to easily educate themselves and help them come into a sales conversation being informed.



M7: What do you see as the most noticeable change right now happening in the workforce, encouraged by the rise of digital technologies?
TC:
People are exhausted. People are anxious. The most noticeable change is needing to bring a far greater level of empathy to work than many of us have in the past, or at least more than I’ve brought into the workplace in the past. While many of us save time not having to commute and many of us use our newfound time to find balance in our lives, there are just as many that are struggling. People are struggling to separate work from home, finding themselves on Slack late into the evenings because there isn’t anything else to do. Many people forced to work from home don’t have dedicated office space. Many are anxious about job security.

The biggest change this is driving is at the leadership level. Companies must build a culture of trust, transparency, and openness. It’s easy to say…. every company says it. It’s harder to take seriously and keep it top of mind every single day.

People managers need to check in on their people more often and ask about how THEY are doing, not how the work is progressing. They need to create opportunities for bonding within the teams. They need to create better onboarding and training programs. The other change is many companies are becoming more of a meritocracy, rewarding people on their output versus in-person visibility. These are all great changes and many companies will be better for it.


M7: What do you read, and how do you consume information to stay at the top of your game?
TC:
I don’t have a standard list of resources I come back to every day. I’ve been teaching a post-grad certificate program at the University of Toronto for 7 years now and that’s really what keeps me on my toes. Students will ask tough questions. If they ask something I don’t have a good answer for, I’ll go do my research, speak with people in my network, and really try to educate myself. I’ll then take what I’ve learned and try to teach it back.

I do read quite a bit, whether it be books or online articles, but it’s typically in the moment. As I have a desire to learn something, there will be a flurry of intense research while I learn that thing, and the resources tend to be a little different each time.

A recent example would be data science and applying it to marketing. My research led me down many paths - Harvard Business Review articles on strategy and building data science teams, Coursera for introductory courses, books on Data Visualization, Medium articles on marketing use cases, and some virtual coffee chats with people in my network. I’m certainly no expert, but I now have a sense of what’s possible, how to talk halfway intelligently about it, and how to work what I’ve learned into my future planning.

I suppose my recommendation to people is to be deliberate about how you consume information. If it’s consuming information to help with your career, then be focused on learning that will help you do. The world needs more doers. More action takers.

Far too many people humble-brag about reading a book a week, reading for an hour every day, having an inconceivably long list of podcasts, newsletters, and blogs they follow and read every day. If you find that you need to listen to content at 2x, I’d argue you’re trying to consume too much. That’s not efficient, it’s just silly in my opinion.

If you’re consuming for pleasure and entertainment, amazing, keep it up. If you think that’s how you consume information to stay at the top of your game, I haven’t seen anyone be able to take that volume of information and action it. Your company, your clients - they only care if you can action it.

With all of that said, if I reflect on what I consume regularly, or looking forward to reading, it would be:
●    Harvard Business Review
●    Scott Galloways No Mercy/No Malice newsletter
●    Stratechery.com
●    TheAthletic.com (non-business, but great sports writing)
●    Tomtunguz.com


I’m certainly not perfect and will get distracted by non-important tasks, but I try to stay focused on the big rocks that will make a difference.



M7: What do you believe are the top three product marketing challenges in the post COVID-19 era?
TC:
Product Marketing is a difficult role in any organization and I don’t see many new challenges post COVID-19. Perhaps the one challenge will be how product marketers get their message out into the world.

Historically, product marketers would spend a great deal of time training and coaching sales teams, getting them ready for in-person conversations and demos. That information needs to live in the public domain, not just in the heads of sales. Product Marketing will need to work more closely with their demand generation teams to ensure buyers can easily find product information and self-educate.

Post COVID-19 will have fewer in-person meetings, and likely fewer meetings in general as buyers across the board have become accustomed to digital-first, independent ‘shopping’.  It will be critical that product marketers think about educating the market through buyer-driven discovery versus seller-driven sales conversations. Once a salesperson speaks with a prospect, that prospect has likely done 70%+ of the research. Product marketing needs to ensure that prospect has pathways to easily educate themselves and help them come into a sales conversation being informed.

M7: How are promotional tactics changing for products and services launching during these periods?
TC:
The obvious is events. We’re not investing in in-person events like we have in the past, which has not negatively impacted our business to date. Our focus is to educate and build trust. We’ve been able to continue to do that virtually.

The most successful organizations don’t succeed because they’re good at exploiting a single promotional tactic, they succeed because they start with first principles and expand from there. There’s a great book that talks about marketing’s first principles being:
●    All customers differ
●    All customers change
●    All competitors react
●    All resources are limited

For example, if you think about your market in this way, you don’t necessarily think about how to hack Facebook ads, you start to think about how to address the needs of various customer segments, and enhance your messaging and product to meet their needs.
The tactical execution is secondary to nailing your first principles.

M7: What’s your smartest work-related shortcut or productivity hack?
TC:
This is just a pet peeve of mine, but I don’t like the term productivity hacks. I think by calling them hacks or shortcuts, we’re doing a disservice to them. I’ve yet to come across an easy shortcut or hack that works. They all take considerable effort and consistency.

I think we need to acknowledge that in the long-term, productivity tactics will have a tremendous impact. In the short-term, however, they’re just another thing on the to-do list. Checking them off that list every single day is a feat you should be proud of. Calling it a hack cheapens it.

For example, I spend 15-30 minutes each night planning the next day. I write down what the single most important thing is that I need to accomplish. Not the single most important WORK thing, just the single most important LIFE thing. During the week, that’s usually a work thing and during the weekends, that’s usually a non-work thing. By choosing 1 thing, I’m choosing to say no to a bunch of other things. Thinking that through and making those deliberate decisions to say no is what I work on each night.

If I can accomplish one big thing each day, that’s 7 big things a week, 30 a month, and 365 a year. That’s a damned good year if I can do that. I’m certainly not perfect and will get distracted by non-important tasks, but I try to stay focused on the big rocks that will make a difference.

ABOUT PARTNERSTACK

PartnerStack is the only partner management platform built for SaaS, enabling our customers to scale revenue in an accelerated yet predictable way. Like Salesforce was for sales, we are the standard for partnerships. Companies like Monday.com, Unbounce, Intercom, and Webflow all use PartnerStack to deliver on aggressive revenue targets. Over the past 12 months, the PartnerStack Network delivered over $100,000,000 in revenue for our customers, making PartnerStack not just a platform for managing partnerships, but a key growth channel for our customers. 

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Pyramid Analytics (Pyramid), a pioneering decision intelligence platform provider, and Amplifi, a specialist consultancy providing Advisory, Delivery and Support services for data management, data governance and data quality, today announced a partnership from Big Data LDN, the UK’s largest data and analytics conference. Expanding channel partnerships with complementary technology companies, independent software vendors (ISV), consulting firms, value-added resellers (VAR) and systems integrators (SI) is a strategic priority. Pyramid has expanded its Alliances team and partner recruitment capabilities, invested in partner training and development, and launched joint go to market programs. Key Points: Amplifi provides a portfolio of services across the data management spectrum: Strategy & Advisory; Implementation & Integration; and Managed Services & Support. Partnership enables Amplifi to broaden its service portfolio to include top-rated augmented and prescriptive analytics with the Pyramid Decision Intelligence Platform. Pyramid continues to build a roster of SI and VAR partners to extend market reach and scale. Pyramid is a CRN Channel Awards 2022 finalist in the Emerging Vendor of the Year category which recognises new and emerging organisations which have successfully supported the growth of their channel partners in the UK. To learn more about becoming a Pyramid partner in the UK & Ireland, contact bill.clayton@pyramidanalytics.com. Pyramid Analytics Demonstrates its Commitment to and Value for Channel Partners Channel partners are critical for Pyramid’s ability to continue to grow in a scalable manner, in turn offering them access to pioneering innovative technology that can transform their business. Pyramid understands that for outstanding growth to be achieved for the company and for its channel partners, its partners should be thoroughly supported with training to develop in-depth knowledge and insights. Pyramid’s partner portal is vital in delivering learning, development and growth value for Pyramid and its partners. Decision Intelligence is the Next Big Data Analytics Innovation The next major innovation in analytics is Artificial Intelligence (AI). Applying AI across Data Prep, Business Analytics, and Data Science is what separates Decision Intelligence from traditional business intelligence tools such as Microsoft Power BI, Qlik, and Tableau. AI lowers the skills barrier by automating the highly technical work needed to prepare and analyze data and create and share reports and dashboards. The Pyramid Decision Intelligence Platform delivers data-driven insights for anyone to make faster, more intelligent decisions. The Pyramid Platform provides instant access to any data, enables automated governed self-service for any person, and serves any analytics need, from the simple to the sophisticated. By uniquely combining Data Prep, Business Analytics, and Data Science with AI guidance in a single environment, the Pyramid Platform reduces cost and complexity while accelerating growth and innovation. This enables a strategic, organization-wide approach to Business Intelligence and Analytics. Quotes Bill Clayton, Vice President of Global Partner Sales, Pyramid Analytics: “Amplifi has a proven record of building solid data foundations for customers in a variety of industries. This partnership brings additional vertical expertise and services to Pyramid customers across the UKI and Europe. Importantly, analytics is the catalyst that turns data into intelligent decisions. The combination of the data infrastructure architected, deployed, and managed by Amplifi and the decision intelligence capabilities of the Pyramid Platform are highly complementary and will deliver added value to joint customers.” Mike Evans, Chief Innovation Officer at Amplifi: “Our partnership with Pyramid Analytics is a strategic step for Amplifi as we advance our capabilities and services along the Data Value Chain. Until now, our focus has been on the foundational management of data – from data strategy through to implementation of MDM, PIM and data governance frameworks. Mike Evans, Chief Innovation Officer at Amplifi: “Our partnership with Pyramid Analytics is a strategic step for Amplifi as we advance our capabilities and services along the Data Value Chain. Until now, our focus has been on the foundational management of data – from data strategy through to implementation of MDM, PIM and data governance frameworks. Being able to offer the Pyramid Decision Intelligence Platform to operate on top of that foundation means we’re able to provide increased value to our customers when they’re making business decisions with their data.” About Amplifi Amplifi is the go-to consultancy for Enterprise organizations that want their success to be driven by data. We establish and deliver data strategies that enable global brands to manage, govern and analyse their most important data so they can innovate, grow and succeed. Consistently recognized as a leader by Gartner on the Market Guide for MDM External Service Providers report, Amplifi provides strategic consulting and implementation services for industry leading B2B and B2C companies through its global offices in North America, the UK and Northern Europe. About Pyramid Analytics Pyramid is what’s next in analytics. Our unified decision intelligence platform delivers insights for anyone to make faster, more informed decisions. It provides direct access to any data, enables governed self-service for any person, and serves any analytics need in a no-code environment. The Pyramid Decision Intelligence Platform uniquely combines Data Prep, Business Analytics, and Data Science in a single environment with AI guidance, reducing cost and complexity while accelerating growth and innovation. The Pyramid Platform enables a strategic, organization-wide approach to Business Intelligence and Analytics, from the simple to the sophisticated. Schedule a demo. Pyramid Analytics is incorporated in Amsterdam and has regional headquarters in global innovation and business centers, including London, New York City, and Tel-Aviv. Our team lives worldwide because geography should not be a barrier to talent and opportunity. Investors include H.I.G. Growth Partners, Jerusalem Venture Partners (JVP), Sequoia Capital, and Viola Growth. Learn more at Pyramid Analytics.

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Workspot Debuts Cloud Alliance Program, an Innovative Program for End User Computing Partners

Workspot | September 22, 2022

Workspot, the Cloud PC company, today announced the launch of the Workspot Cloud Alliance Program, an invite-only, cloud-forward, partner program. Through the program, Workspot provides members with the ability to sell its Cloud PC solutions to customers. Workspot will collaborate closely with members of the Cloud Alliance Program in helping customers accelerate their cloud transformation projects. Historically, partner programs have been very transactional with limited collaboration between vendors and channel partners. Through the Cloud Alliance Program, Workspot is transforming the relationship between technology vendor, channel partner and customer, creating a laser focus on the customer’s success. Additionally, making the shift from selling on-premises solutions to focusing on SaaS is at the core of long-term partner growth and overall success as well. “Customers are looking for solutions that accelerate their digital transformation in a multi-cloud world. We are proud to be collaborating with cloud-first partners that will enable us to jointly simplify our customers’ digital transformation,” said Amitabh Sinha, CEO & co-founder of Workspot. “Customers are looking for solutions that accelerate their digital transformation in a multi-cloud world. We are proud to be collaborating with cloud-first partners that will enable us to jointly simplify our customers’ digital transformation,” said Amitabh Sinha, CEO & co-founder of Workspot. Workspot has welcomed some of the foremost end user computing partners in the world, including Ferroque Systems and Entisys 360, among others. Core to the program is the selection of cloud-forward partners with extensive VDI experience, who understand the imperative of moving desktop workloads to the cloud to take their customers into the future. Workspot found it critical to choose partners who have a strong culture of customer centricity, empathy for the importance of the end-user experience, and a collaborative mindset that drives overall customer success. Ferroque Systems, a digital workspace and virtualization service provider, sees a significant opportunity to help customers modernize end user computing by using Workspot Cloud PCs and workstations. “SaaS applications continue to grow in popularity because of their operational efficiency,” said Michael Shuster, CEO of Ferroque. “With the post-pandemic market doubling down on digital workspaces in general for all workstyles, we view moving desktop workloads to a SaaS model as transformational for our customers with unique advantages over other digital workspace models.” Todd Hsu, President of Ferroque, added “Most of our customers have a multi-cloud strategy so they can optimize for features and cost. Workspot fulfills that strategy with its ability to deploy Cloud PCs across multiple clouds, manage and monitor them easily from a single admin console, and scale globally in minutes so our customers can respond to new opportunities instantly. That’s a great formula for customer success.” “Customers are looking to the cloud to achieve new levels of agility and security, and Cloud PCs have quickly become an essential component of enterprise cloud-forward strategies,” said Mike Strohl, CEO of Entisys 360. “Workspot’s SaaS platform makes it easy for us to move desktop workloads to the cloud and deliver the flexibility and reliability our customers require to keep up with a complex and ever-changing business environment.” In today’s IT landscape, having access to multi-cloud solutions is critical for customers to transform the end user experience and achieve levels of agility, security and reliability previously unattainable. As organizations’ cloud-first strategies mature, they are turning to their trusted consulting partners for cloud solutions that modernize end user computing. Just as many enterprise applications are now delivered as SaaS solutions, the modern desktop is now a Cloud PC, delivered as a service with massively simplified management. This model enables channel partners to easily fulfill customer requirements while also building a recurring revenue stream for their own business. The Workspot Cloud Alliance Program re-defines traditional partner programs and generates new revenue opportunities for members. Both parties work closely together to bring the full complement of technology, solution expertise and a growth mindset to customers, with ongoing customer satisfaction as the measure of success for all parties. Customers benefit from SaaS flexibility, with predictable pricing tailored to each use case and instant, global scalability to respond to new opportunities. Layered security enforces Zero-Trust policy, and innovative high-availability features that are unmatched in the industry keep the business up and running during a continuity event. These key capabilities accelerate digital transformation and future-proof organizations’ technology stacks so they can be ready for anything in today’s dynamic business environment. Workspot is the only solution on the market offering multi-cloud support for Cloud PCs, including the big three public clouds, Microsoft Azure, Google Cloud, and Amazon Web Services, giving customers the ultimate freedom to select best-of-breed cloud capabilities for each use case. With Workspot’s very high customer satisfaction, including an NPS score of 76 and 100% customer support satisfaction, members of the Cloud Alliance program can also have complete confidence they are offering their customers the very best end user computing solution. To learn more about the Workspot Cloud Alliance Program, please visit: Workspot Solution Partners Page About Workspot Workspot is the only cloud-native solution that delivers enterprise-class Cloud PCs. This innovative service lets IT securely stream the right compute capabilities for each user, on any device, anywhere they want to work. As the only Cloud PC solution that operates across all the major public clouds – Microsoft Azure, Amazon Web Services, and Google Cloud – Workspot is uniquely positioned to address today’s remote work challenges by providing a multi-cloud and multi-region approach to end user computing. Simple to deploy, scale, and operate, Workspot’s award winning Cloud PC solution benefits IT as well as end users with a seamless work experience that enhances productivity while maintaining the highest performance standards for intensive workloads. For more information on Workspot Cloud PC solutions please visit www.workspot.com.

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