Are most of your channel partners producing very little value for your business?
Agility requires more than just signing up partners; it demands a dynamic approach to activating and enabling the *right* ones. It's about ruthlessly prioritizing relationships that generate mutual value and being nimble enough to change or sunset those that don't.
Today, we're going to talk about the often-unspoken reality of partner programs: the vast gap between the impressive number of logos on a partner page and the handful that actually contribute to the bottom line. We'll explore why so many partners become ""paper partners""—partners in name only—and how to build a program that focuses on tangible value and repeatable revenue, not just vanity metrics.
To help me discuss this topic, I'd like to welcome Peter Fogelsanger, Fractional Partner Executive at Peter Fog LCL. Peter, welcome to the show!

About Peter Fogelsanger

Peter is a seasoned partner executive and partner program consultant. He provides fractional consulting and program advisory services to growth companies. Current engagements include several early-stage PE or VC backed startups.. Prior to consulting, Peter was founding Head for Partnerships and Enablement at Contentstack, building the program from the ground up which produced over $22M in pipeline.
Prior to Contentstack, Peter was VP of Partner Engagement (NA) at Thunderhead, an omni-channel customer journey and personalization platform. While at Thunderhead, Peter led the enablement in NA for Salesforce Marketing Cloud - Interaction Studio, helping drive more than $50M in ARR in 24 months.
Earlier in his career, Peter was in direct sales for over eight years at leading CMS vendors Sitecore and SDL. He also spent more than 12 years in sales/marketing at digital agencies helping clients with digital transformation related projects. Major clients have included FedEx, Charles Schwab, Humana, Duke Energy, TD Bank, Stanley Black & Decker, Nasdaq, Marriott, and the Veterans Administration.
Peter has been a speaker on partner programs, enablement, personalization/content management, and active in several related communities. In his spare time, Peter enjoys carpentry and DIY projects and has many years as a coach for youth soccer and high school track.

Peter Fogelsanger on LinkedIn: https://www.linkedin.com/in/peterfog/

Resources

Peter Fog LCL: www.peterfog.com

The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow

Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/

Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom

Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show

Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

With all the talk about the business impact of AI, why aren't more people talking beyond the most straightforward examples and more about sectors like construction, energy, and manufacturing where there is real potential for impact that has yet to be tapped?
Agility requires a willingness to challenge the core processes of how work gets done, even in industries where "how it's always been done" is the default operating system.
Today, we're going to talk about the practical, powerful, and often overlooked application of AI in what some call the 'real economy'—the foundational industries that build and make our world. We'll explore how AI-powered digital workers are moving beyond the hype to create tangible value, and what it takes to drive this kind of technological adoption in sectors traditionally resistant to change.

To help me discuss this topic, I'd like to welcome, Bassem Hamdy, CEO and Co-Founder at Briq.

About Bassem Hamdy

Author, executive and technology pioneer, Bassem Hamdy is world renowned in the construction technology space. With over 19 years of construction software experience Bassem Hamdy is bringing harmony to construction through the delivery of modern tools to drive better decision making for general and subcontractors. ,Yes,This will be completed shortly

Bassem Hamdy on LinkedIn: https://www.linkedin.com/in/bassem-hamdy

Resources

Briq: briq.com

Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/

Keep up with the latest B2B Marketing insights by following the B2B Agility Podcast: https://www.b2bagility.com

Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom

Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

Many entrepreneurs dream of scaling a niche product, achieving market dominance, and ultimately securing a successful exit—but few actually make it happen. How do you take an idea from concept to acquisition, and what key lessons can other business leaders, including marketers, take from that journey?

Joining me today is Chris Tilkov, General Manager at DocuSketch, an automated estimation and documentation platform that helps homeowners rebuild after natural disasters. Before joining DocuSketch, Chris founded Ask AiME, a platform that was successfully acquired. But his journey didn't start in tech—he began his career as a carpet cleaner before transitioning into the world of technology and entrepreneurship.

About Chris Tilkov

Chris Tilkov is a director at DocuSketch and is the founder of Ask Aime, an InsurTech that simplifies estimating and quality assurance for the insurance restoration industry to settle claims quickly and accurately. With over 25 years' experience from flood technician to nationally held positions, Chris works with companies to provide the training and education needed to produce fair and consistent estimates through collaborative technology. In 2023, DocuSketch acquired Aime Estimate Review Inc.

Chris Tilkov on LinkedIn: https://www.linkedin.com/in/chris-tilkov-a5038b3b/

Resources

Docusketch: https://www.docusketch.com/

Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/

Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom

Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show

Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com