Erica Radcliff - Tailoring Partner Engagement at Scale

Episode notes

In this episode of Partnerships Unraveled, we sit down with Erica Radcliff, Director of Partner and Ecosystem Growth Marketing at Vertiv, to explore what it really takes to activate partners at scale without losing relevance. With nearly two decades in the channel, Erica has worked across almost every facet of marketing, giving her a practical, end-to-end view of how partner engagement actually plays out in the real world. The conversation starts with a simple but often ignored truth: what marketers think is compelling rarely matches what partners actually want. Erica explains why keeping an open mind and constantly pressure-testing your assumptions is critical, especially as trends cycle in and out. From the surprising resurgence of tactile, creative campaigns to the steady decline of webinars, she shares what’s gaining traction and what’s quietly fading. We then get into one of the biggest challenges in partner marketing today: balancing scale with personalization. Erica breaks down how her team approaches this through segmented journeys rather than one-size-fits-all campaigns.

• Pax8 Roadshow Special - Gene Kim60 / 100
• Pax8 Roadshow Special - Nihil Morjaria67 / 100
• Thomas Christensen - Win-Win-Win63 / 100
• Sam Valme - The secret power of channel evangelism
• Elisabeth De Dobbeleer & Jason Gallo - Cisco 360 Partner Program Deep Dive