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Susan Joseph


Susan is an independent digital communications and user experience strategist. She helps companies discover their brand voice and grow their business.

Shubharthi Ghosh


Shubharthi is currently part of the strategic marketing team at Regalix. His expertise mainly lies in the account-based marketing and programmatic advertising space.

Priscilla Thomas


Priscilla is a content writer who has worked for Infosys Technologies and other technology startups in India and abroad.

Moulishree Srivastava


Moulishree is a freelance journalist with over 7 years of experience, she writes research-based analytical stories on technology and business.

Avanish Tiwary


Avanish is a Bangalore-based journalist who writes on business with a specific focus on technology companies.

Priyanka Bhatacharya


Priyanka has covered every aspect of the IT industry as a tech journalist since its early days. She is now an independent writer, working on subjects like digital marketing, enterprise technology and high-performance computing, among others. 



A freelance content writer, S. Sahu was the former editor of TCS's house magazine at Tata Consultancy Services. He developed tech marketing collateral for the company and helped compile and edit books and journal articles on TCS's technology innovations. He also ghostwrites print and online publications. 

Prajwala Hegde


Prajwala is a Bangalore-based freelance journalist who writes on social issues, stories of human interest, and art and culture, among others. 

Rajesh Nanarpuzha


Rajesh Nanarpuzha is an Assistant Professor of Marketing at IIM Udaipur. Previously, he has worked as a brand manager in Dabur, and as a business consultant in the retail and consumer goods domains at Cognizant and Tata Consultancy Services. Rajesh has an MBA from IIM Indore and a doctorate in marketing from IIM Ahmedabad.


Priyokumar Singh Naorem


He is a passionate UI & UX designer who thrives on creating engaging creative solutions.


Dyuti Mittal


A freelance illustrator, artist, graphic novelist and designer. She has designed and illustrated several book covers. Her personal illustrations so far have attempted to seize the fleeting absurdity and mood of places, things and people she encounters in a childlike, intuitive and expressive manner with closure, beauty and innocence – the things that she desires.

Sumakshi Singh


She is an artist and an educator who has taught and lectured at The School of the Art Institute of Chicago, Oxford University, the Victoria and Albert Museum among other institutions. Her installations, paintings, thread work and sculptures have been exhibited in Saatchi Gallery - London, C24 Gallery - New York, and Museum of Contemporary Art – Lyon, among other notable galleries and museums from around the world.

Purna Chandra Mahato


Purna Chandra Mahato is an artist based out of Rourkela, India. Trained in painting (fine arts) from Pracheen Kala Kendra, Chandigarh, Purna has participated in many prestigious exhibitions and artist camps. His paintings explore various aspects of colour, shade, textures, and strokes, while keeping to abstract themes; they strive for a spontaneity that is enjoyable to spectators.

Parul Gupta


A commerce graduate from Delhi University, Parul pursued a masters in fine arts from Nottingham Trent University in the UK. As an artist, she is interested in line as a subject which has led her to follow architectural lines in built environments. She says she is also interested in how we perceive the environment that we inhabit and what happens when a subtle shift is made in things which we have been used to seeing in a certain way. We present six of her artworks here.

Shweta Malhotra


Shweta Malhotra is a graphic artist and designer from Mumbai, based in New Delhi.
After working with ad agencies and design studios for close to 8 years, she branched out on her own and currently works independently.s Her overall design aesthetic is minimal, bold and graphic, a response to the maximalist visual language prevalent in India.

Rithika Merchant


Rithika Merchant (b.1986) received her Bachelor’s Degree in Fine Arts from Parsons the New School for Design, New York in 2008. She has exhibited extensively since her graduation. Recent exhibitions include a duo show “Reliquaries: The Remembered Self” at TARQ, Mumbai; “Language of the Birds: Occult and Art” at 80WSE Gallery, New York; and group shows at Summerhall, Edinburgh and Artry Gallery, Kochi. Her work has been included in multiple group shows at Stephen Romano Gallery and The Morbid Anatomy Museum, New York. Born in Mumbai, she now divides her time between Mumbai and Barcelona.

Aniruddh Mehta


Aniruddh Mehta is an artist based out of Mumbai, India. Trained in graphic design from the London College of Communications, Aniruddh is a self-taught illustrator and currently works as an independent freelance designer. He believes in finding the right balance between art and graphic design. He has worked closely in collaboration with Bhavishyavani Future Soundz, Qilla Records, Taxi Fabric, Adidas, Dell and United Colours of Benetton. He also goes by the moniker, ‘thebigfatminimalist’ and his style ranges from bold minimal forms to more intricate pieces exploring patterns and geometry.

Paramesh Jolad


Paramesh is an artist who enjoys working in both the realistic and abstract style of painting. He loves working with water color. Featured in this issue are a set of water color works that he has created exclusively for us on the subject of digital transformation.

Chandrashekhar Thakur


Based in Mumbai, Chandrashekhar Thakur is a Senior Art Director and Illustrator at Truebil.com and the Founder of HAPPiNESS For You. He loves working with new styles of art and considers illustration to be his forte. Chandrashekhar has completed his BFA from DY Patil College of Applied Art.

Concept and Direction

Nimish Vohra


Head of marketing at Regalix, Nimish drives research in emerging technologies and customer experience, and takes a keen interest in creative arts.


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Businesses need a properly structured channel strategy that involves both C-level and field employees. There is a vast opportunity within partnerships, but one needs the right expertise to make it mutually beneficial, according to Sandy Salty, Chief Marketing Officer at Trace3.

Trace3, a pioneer in business transformation solutions, provides data intelligence services to enterprise clients, including companies like Nvidia and AppDynamics, both partner-aligned under Sandy's watch. Widely-respected for her wealth of industry knowledge and client rapport, Sandy has been recognized as one of the top Women of the Channel in 2010, 2011, and 2012, as well as awarded Outstanding Executive by Advancing Women in Technology in 2016.


Interviewed by Shubharthi Ghosh



/ / How has the PRM function evolved in your company over the past few years?


Sophisticated system integrators and resellers covet the “and” factor.  We have been able to identify paradigm-shifting technologies very early, but now there is just as much focus on finding paradigm shifting channel programs.  Manufacturers that want to see momentum through the channel must provide both a disruptive technology and an equally disruptive or attractive channel program.


/ / What parameters do you consider while choosing a partner?


Partners that we deem strategic have the following trifecta:

  • An advancing technology, a technology that creates a tangible outcome for the client and the business they serve.
  • A clear path to profitability, for corporate and the field.
  • The right field and executive DNA. Having observed many partnerships over the years, I can tell you definitively that this, more than the other metrics, is the make or break pillar of a partnership.  Manufacturers can have an amazing technology and a clear path to profitability, but if the behavior at the field level lacks integrity or if leadership is lopsided in favor of direct versus channel business, and they compensate their reps accordingly, the first two pillars are moot, growth will be hindered.


/ / What are the challenges that you face while managing your partners?


Often a manufacturer will claim that they are channel-led, but they have not structured their organization accordingly.  A pervasive symptom of this is manufacturers that financially penalize their reps. In other words, their compensation has been structured negatively for working through the channel, despite the organization’s “channel-led” mantra. Or, organizations who have channel executives, but have given them little to no authority to resolve channel conflict.  Manufacturers that truly want to lead with channel need to walk the walk, and that can be a hard pivot to make if your roots grew in a direct approach.


/ / Is partner onboarding a critical function in partner management? Should companies create different onboarding programs for different partners?


Yes, it's critical and there absolutely has to be multiple paths to onboarding.  Ultimately, you want to create velocity for your reps, but reduce risk to corporate’s financial and legal well-being and your brand.  There are multiple ways to achieve these objectives simultaneously.


/ / What are the different partner performance metrics do you track?


We use metrics such as total sales volume, net profitability, number of deals brought to the channel, and ease of doing business or number of field escalations.


/ / What are the different types of training that you conduct for your partners?


We have dedicated leaders that manage our strategic tier of partners; they essentially provide white glove services to these partners: ranging from developing growth plans for them, educating them on our business strategy, brokering strategic connections within the field, and even more tactically managing through field challenges and opportunities.  These strategic partners also get showcased in regional training sessions and we include them in our go to market solutions.


/ / What role does MDF (Marketing Development Fund) play in partner marketing? How do you allocate the MDF amongst your partners?


It plays a critical role in that it allows us to direct visibility to the partners that are most strategic by featuring them at our marketing events and throughout our marketing initiatives.


/ / Do you create co-branded marketing content for your partners? What are the other partner activities that you undertake?


Yes, we have a very mature marketing organization that weaves our partnerships throughout our entire marketing strategy, events and digital.


/ / Do you think companies are investing enough in PRM?


The smart ones are. There is so much opportunity that lives within partnerships and you have to know how to harvest that opportunity to make it mutually beneficial, but you must have the right expertise to do that.


/ / What are the tools you use in PRM?


We have a whole portfolio of “levers” that we’ve developed over the years.  Ultimately, we deploy these levers to garner mindshare from the field.  As that mindshare grows, so does pipeline and revenue. To put these levers into action, the manufacturer partners need to be open to feedback, creativity, and in some cases, change.  We have an intimate understanding of the DNA of our sales teams, so the manufacturers who allow us to influence their programs to the degree that we can attract the attention of our field tend to see the greatest momentum and returns.


/ / How are the evolution of technologies like LMS (Learning Management System), lead distribution through marketing automation changing the PRM function?


Marketing automation can play a critical role in winning the mid-market segment and for-point-product selling.  When it comes to high-end consulting, a high touch is required, especially in the large enterprise space. That’s not to say that you don’t need a strong digital strategy for the enterprise, you absolutely do, but it’s designed differently than the basics of what a traditional marketing automation platform would offer.