Unlocking Channel Growth with Insider Secrets From Top-Performing Partner Programs

Partner ecosystems are evolving, and savvy marketers are adapting to them.

In today’s go-to-market reality, it’s not enough to rack up leads or partner logos. What matters is how well you align the right partners to the right customer profiles and how efficiently your efforts drive actual impact, not just activity.

In this conversation, Sam Grise, 4B Marketing Director of Strategy, connects with Julie Crescenti Heck, Head of Global Partner Marketing at Ordr, to discuss modern partner marketing strategies, real sales alignment, AI-driven insights, and building mutual trust across channel programs.

Julie brings perspective from both sides of the aisle—sales and marketing—and from roles at EMC, VMware, and now Ordr.

Together, she and Sam unpack the future of partner enablement, the need for tighter ecosystem focus, and why trust and simplicity are more valuable than ever.

It’s an honest, experience-backed discussion that any partner marketer, channel strategist, or tech seller will find valuable.

Watch the webinar replay or read the full transcript to catch every insight and example.

Sam Grise, Director of Strategy, 4B Marketing

Julie Crescenti Heck, Head of Global Partner Marketing at Ordr

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SAM GRISE
My name is Sam Grise, Director of Strategy at 4B Marketing. We have Julie Crescenti Heck, Head of Global Partner Marketing at Ordr, here to discuss channel growth and optimizing partner programs. She brings experience from EMC, VMware, Extreme Networks — sales, direct marketing, and, of course, partner marketing. Julie, thank you for joining us. Let’s hear a little more from you.

JULIE CRESCENTI HECK
Thanks so much, Sam. I’m thrilled to be here. I’m Julie Crescenti Heck, and I work with Ordr, a cybersecurity company that helps see, know, and secure every connected asset on a network. It’s essential work, especially with today’s expanding attack surfaces.

However, I’m most excited to discuss my favorite subject — the partner ecosystem — and how we can all better leverage it to help our companies and customers succeed.

SAM GRISE
Love that — helping people is what it all comes down to. At 4B, we focus on creating a positive impact. It typically ties back to outcomes such as revenue growth, cost and risk reduction, cash flow optimization, and asset utilization. And that often happens through the partner ecosystem.

So Julie, how did you move into channel and partner marketing from your background in sales and corporate marketing?

JULIE CRESCENTI HECK
Great question. I started in sales at Computer Associates, which gave me empathy for what salespeople go through. That perspective is critical for marketing — we’re here to support sales, whether that’s internal teams or our partners.

Later, I transitioned into corporate marketing, where I handled branding and events. But translating that into pipeline meant working through partners, and that’s how I found my way into partner marketing. It’s all about scale and reaching more customers effectively.

SAM GRISE
Let’s discuss how the channels have changed. Traditionally, we thought of the OEM, the reseller, or MSP — but now we’re seeing affiliate partners, marketplace partners, influencers, and more. With budgets tightening and MDF shrinking, how do you assess the current state of the channel?

JULIE CRESCENTI HECK
Today, it’s not about one-off transactions. It’s about complete solutions, and those require multiple integrated components. Especially in cybersecurity, where attackers often collaborate, we need to do the same.

Partners want to see how our solutions fit into a broader ecosystem. At Ordr, we have over 200 integrations. We’re focused on enabling partners to serve their customers effectively, which means strong interoperability and clear value.

SAM GRISE
You hit on several key points — relationships, integration, partner value, and the importance of aligning with customer needs. What trends are you seeing that help you stay ahead in this evolving space?

JULIE CRESCENTI HECK
The big theme is focus. We’ve moved away from managing hundreds or thousands of partners. Instead, we prioritize the right ones — those that align with customer needs and values.

Second, we focus on the right customers. We understand our ideal customer profile, and we select partners who cater to those customers. That alignment drives results.

SAM GRISE
Let’s shift to AI. Everyone’s talking about it. From your perspective, where is AI most useful today, especially in partner marketing?

JULIE CRESCENTI HECK
AI helps us focus and personalize. At Ordr, we utilize AI and ML to understand network behavior, identifying vulnerabilities and spotting anomalies.

Beyond the product, AI also supports marketing. It helps us understand buyer behavior, so we’re not sending generic campaigns. We want relevance — talking to people about what matters to them in their current buying cycle.

SAM GRISE
Absolutely — personalization is everything. And that brings us to data. What KPIs matter most in your partner programs?

JULIE CRESCENTI HECK
Quality and timing matter more than volume. It’s not just about MQLs — it’s about moving leads down the funnel. Did they attend a webinar? Request a demo? If not, was the campaign successful?

We use Sixth Sense and other tools to assess intent. SDRs and inside sales teams need to focus on where there is actual buying behavior, and the technology helps us do that.

SAM GRISE
I love that. The goal isn’t just lead gen — it’s qualified pipeline. Let’s discuss “with” partner marketing. What makes those collaborations work?

JULIE CRESCENTI HECK
The most successful initiatives involve partners directly. Field events, in-person gatherings — even small ones — are powerful. Hands-on experience with the product matters.

We also co-fund campaigns, so both sides have a stake in the game. We also spend time on enablement, including quick battle cards, one-pagers, and keywords to listen for, so partners can recognize opportunities and respond confidently.

SAM GRISE
Let’s talk about relationships and conflict. At VMware, or even now at Ordr, how do you balance direct sales with partners?

JULIE CRESCENTI HECK
At VMware, Carl Eschenbach stated that 5% of businesses may need to remain direct for highly complex implementations. However, the rest should be handled through partners.

It’s about trust, consistency, and integrity. You make your partner the hero to the customer. When sellers build genuine relationships — knowing each other’s families and building trust — it all works better.

SAM GRISE
That’s huge. You mentioned making the partner the star — that resonated with me. Let’s touch on channel programs. What makes a good one? And what are the pitfalls?

JULIE CRESCENTI HECK
Programs should be reciprocal — we enable partners, they generate pipeline. But they must be simple. Don’t make partners jump through hoops to get a response or support.

First, have a great product. Then, make enablement easy. Help them recognize opportunity and make money. And most importantly, be responsive and act with integrity. People work with people they trust, not just companies.

SAM GRISE
Let’s talk about the human element. Many people hide behind email and automation. What are your thoughts on rebuilding the personal connection?

JULIE CRESCENTI HECK
It’s true. There was a time when everyone went to every event. Then costs cut that back. Then COVID hit, and we all missed each other.

Now, there’s a build-up — multiple digital touchpoints before someone agrees to meet. But in-person still matters. Trust is built faster face-to-face. And even simple things — a call, a meeting at RSA — go a long way.

SAM GRISE
Agree. Final question: How do you stay sharp in your role? What advice do you have for marketers looking to grow into roles like yours?

JULIE CRESCENTI HECK
Get into sales if you can — even inside sales. It builds empathy. And diversify your marketing experience: PR, content, field, campaigns.

Understand all the levers — then you’ll know which one to pull when supporting a partner or campaign. And always keep learning — from peers, tools like inPart, voices like Jay McBain, and your internal team. Sales always has insights you can act on.

SAM GRISE
Perfect. That brings it all together — empathy, experience, and curiosity. My takeaways today: Focus, Integrity, Relationships.

Julie, thank you so much for being here.

JULIE CRESCENTI HECK
Thank you! Such a pleasure to join you and your audience.

SAM GRISE
If you have any questions, please don’t hesitate to email us. Julie will be attending RSA, Cisco Live, and RMISC in Colorado. She’s open to meeting and sharing more.

Thanks again, everyone. Talk soon.