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

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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/

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

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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

We've spent a decade trying to align marketing and sales. What if the very metric we created to bridge the gap—the MQL—is actually the thing that's perpetuating the rivalry between them?
Agility requires a willingness to challenge the foundational metrics we've built our go-to-market strategies on. It demands that we replace gut feelings and legacy processes with a ruthless focus on what actually generates revenue, even if it means admitting what we've been doing is wrong.

Today, we're going to talk about one of the most persistent and costly problems in B2B: the handoff from marketing to sales. We'll explore why the traditional MQL model often fails, creating friction and wasting budget, and how a more intelligent, data-driven approach to lead qualification can not only fix the sales pipeline but also prove marketing's direct contribution to the bottom line.

To help me discuss this topic, I'd like to welcome, Gabe Lullo, CEO at Alleyoop and host of the "Do Hard Things" podcast.

About Gabe Lullo

Gabe Lullo is the CEO of Alleyoop, a sales development agency working with industry giants such as ZoomInfo, Salesloft, and Adobe.

He has trained over 8,000 salespeople across diverse businesses and, during his tenure in Alleyoop, he has personally hired and managed more than 1,500 SDRs.

With over two decades of experience in sales, marketing, and executive recruitment, his strategies have significantly driven Alleyoop's growth and shaped its corporate culture.

Beyond his career accomplishments, Gabe graduated from the Barney School of Business at the University of Hartford and his leadership ethos is rooted in cultivating environments that prioritize both professional development and individual success.

Gabe Lullo on LinkedIn: https://www.linkedin.com/in/lullo/

Resources

Alleyoop: https://www.linkedin.com/in/lullo/

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

This show is brought to you by Channel99, a B2B marketing technology company helping clients get more out of their spend with AI-powered decision-making.

What if 99% of your target accounts see your marketing, but never click a single ad? How would you prove your value then?

Agility requires a willingness to abandon outdated metrics, even when they're comfortable, and embrace a more nuanced, realistic view of the buyer's journey. It means adapting not just our campaigns, but our very definition of success.

Today, we're going to talk about the massive blind spot in most B2B marketing measurement: the 'dark funnel' where prospects engage with content and ads but never click. We'll explore how AI-powered attribution is finally shining a light on this journey, moving us beyond last-click models to understand true influence and impact.

To help me discuss this topic, I'd like to welcome Chris Golec, Founder & CEO at Channel99.

About Chris Golec

Chris founded Channel99 in 2022 to provide businesses worldwide with the first AI-powered decision making engine for B2B marketing investments. Unsatisfied with traditional attribution solutions and the financial inefficiency of B2B marketing, Chris' mission is to transform how the B2B sector measures and invests in growth. Prior to Channel99, Chris founded Demandbase and pioneered the Account-Based Marketing (ABM) technology category now widely adopted by thousands of companies. During his tenure at Demandbase, he was known for fueling innovation, driving rapid growth, and creating a culture that won "Best-Places to Work" in the Bay Area for 7 consecutive years and Top 10 nationally through Glassdoor. Chris also won Marketing Executive of the year two consecutive years and was named in the Top10 SaaS CEOs in 2019. Before Demandbase, Chris co-founded a supply-chain software company called Supplybase which sold to i2 Technologies for $380 million.

Chris Golec on LinkedIn: https://www.linkedin.com/in/cgolec/

Resources

Channel99: https://www.channel99.com/

This show is brought to you by Channel99, a B2B marketing technology company helping clients get more out of their spend with AI-powered decision-making.

The Channel99 platform incorporates two key advancements: superior account identification and the first-of-its-kind B2B ad verification. This allows AI to precisely identify financial inefficiencies across a client's various marketing channels.

The platform then optimizes campaign and audience adjustments to automate workflows, maximize labor output, and significantly increase operational efficiency.

From high-growth mid-market businesses to global enterprises, Channel99 is a proven investment to accelerate pipeline growth and mitigate marketing investment risk.

For more information, visit channel99.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

If you could eliminate one of the biggest roadblocks to successful project delivery in your organization today, what would it be and why?

Agility requires not only the ability to adapt to change but also the foresight to anticipate it. This means embracing data-driven insights and leveraging technology to navigate the complexities of modern project management.

Today, we're going to talk about how AI is transforming project management and enabling true agility in industries that haven't traditionally been known for their rapid pace of change. To help me discuss this topic, I'd like to welcome, Alan Mosca, Co-Founder and CTO at nPlan.

About Alan Mosca

Alan Mosca on LinkedIn: https://www.linkedin.com/in/nitbix/

Resources

nPlan: https://www.nplan.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

Are you getting lots of leads, but never enough good ones?
Agility requires not only the ability to adapt to change quickly, but also the foresight to anticipate what's coming next, whether that's top, middle, or bottom of the funnel in B2B lead generation.

Today, we're going to talk about why so many B2B marketers are still struggling with poor lead quality, and what they can do to fix it. To help me discuss this topic, I'd like to welcome Derek Gerber, Director of Growth B2B at Power Digital.

About Derek Gerber

With +15 years of experience in B2B sales and marketing, Derek Gerber is a passionate and results-driven growth executive who excels at developing diverse remote teams and executing sophisticated business strategies that lead to significant revenue growth. Recognized by Forbes, HubSpot, and other industry leaders for his ability to deliver impactful solutions, Derek has consistently grown revenue for technology companies, heightened brand visibility, and generated compelling content.

At Power Digital as Director of Growth B2B, Derek drives client success and growth by implementing a scalable ABM approach that aligns with complex client sales cycles to accelerate pipeline impact. Derek has developed new B2B frameworks for Power Digital that drive 70% growth in results. He is also spearheading the development and incorporation of ethical AI standards at Power Digital.

Derek Gerber on LinkedIn: https://www.linkedin.com/in/derekgerber/

Resources

Power Digital : https://powerdigitalmarketing.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

Is the Chief Marketing Officer becoming the Chief Market Officer? Are CMOs now responsible not just for messaging to the market, but for actively shaping and creating it?

Agility requires not just reacting to market changes, but anticipating them and creating the future you want to see. It demands a deep understanding of customer needs, competitive dynamics, and emerging technologies.

Today, we're going to talk about the evolving role of the CMO in a world of rapidly advancing technology, increasing customer expectations, and the ever-present need for agile marketing strategies. To help me discuss this topic, I'd like to welcome, Monica Kumar, EVP and Chief Marketing Officer at Extreme Networks.

About Monica Kumar

Monica Kumar is the Executive Vice President and Chief Marketing Officer at Extreme Networks, leading the company's go-to-market strategy and global marketing organization focused on initiatives that elevate the company's brand and unique value proposition to drive customer and revenue growth.

Monica Kumar on LinkedIn: https://www.linkedin.com/in/monicakumar2/

Resources

Extreme Networks: https://www.extremenetworks.com/

Register now for Sitecore Symposium, November 3-5 in Orlando Florida. Use code SYM25-2Media10 to receive 10% off. Go here for more: https://symposium.sitecore.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