Post by Michael Falato

Podcast Overview: Channel Marketing & Partner Enablement with Craig Patterson and Michael Falato In this conversation, Craig Patterson, Global Ecosystem Lead at Exabeam, shares his two-decade journey in channel leadership and reveals how to scale a diverse partner ecosystem in the cybersecurity space. Craig discusses his experience rebuilding Exabeam's channel strategy following a strategic merger between LogRhythm and Exabeam, managing over 3,000 global partners across multiple regions. He opens up about the challenges of driving partner behavior and accountability while creating genuine value through innovative enablement programs—moving beyond traditional training approaches that fail to impact real-world performance. The conversation explores Exabeam's groundbreaking AI-powered enablement system, which transforms how partners learn and sell. Rather than rushing through certification programs, partners now access structured learning paths, practice pitches with real-time feedback, and receive virtual coaching during customer calls. Craig explains how this three-part approach—virtual account manager, training platform, and live coach—directly ties to business outcomes like faster sales cycles, higher conversion rates, and increased competency. Michael and Craig discuss the critical balance between incentives and accountability in channel partnerships. By requiring certifications to unlock higher discounts and profitability, Exabeam aligns partner behavior with company goals while maintaining collaborative business planning and quarterly progress reviews. The episode also touches on the broader shift toward AI-driven efficiencies in both workforce management and partner ecosystems, and why cybersecurity-focused partners should consider Exabeam's opportunity to help organizations protect against emerging AI-related security threats. Perfect for channel leaders, partnership executives, and anyone scaling a global partner network, this episode provides practical strategies for building high-performing ecosystems in today's AI-enhanced market. https://lnkd.in/djnzSsU8