Andy Yen - The Human Edge in High-Stakes Partnerships

Episode notes

In this episode of Partnerships Unraveled , we sit down with Andy Yen, Director of Partner Marketing for Global System Integrators at ServiceNow. Drawing on seven years at ServiceNow across ISVs, hyperscalers, and now some of the world's largest consulting firms, Andy shares what makes high-stakes partnerships work, and why the human side of the job is becoming a bigger advantage, not a smaller one. Andy starts with what a global mindset really looks like in partner marketing. Each country has its own language, its own business culture, and the real opportunity comes from building genuine relationships market by market. He also shares how he adapts his communication style to each person, not just each persona, and why that human-first approach has helped him build trust with partners across regions. We also get into what makes a GSI partnership thrive. Andy describes how he builds joint value props where one plus one is greater than ten, creating the kind of stories that pull ServiceNow into deals alongside its partners.

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