The transformation Catalyst has undergone from July 2022 to August 2024 is truly remarkable. Although others suggested I declare that Catalyst has "hit their stride," I find it more authentic to stick to my initial observation that Catalyst has indeed grown up. For those who remember the inaugural Miami event—with its casual attire, disco balls, and the vibrant sounds of Jean Luc Ponty—it was an unforgettable atmosphere of fun and spontaneity, though admittedly, the content and messaging were somewhat scattered. It was clear something groundbreaking was happening.
By the second event in Denver, Catalyst had evolved significantly. The messaging became clearer, the content more cohesive, and the concept of the Chief Partnership Officer (CPO) transformed from aspirational to tangible. However, further refinement in messaging was necessary, calling for broader buy-in and increased participation from both the enterprise and channel communities.
Refining the Message
The trajectory of our industry points unmistakably towards partnerships, with the buyer’s journey central to our strategies, transcending market segments from startups to large enterprises. The roles of 'Sell With' and 'Sell Through' are crucial, integrated strategies, underscoring the legitimacy and necessity of the Chief Partner Officer—a role that is here to stay and needs active cultivation.
Agenda and Content Highlights
Curating content that engages various levels of expertise and fosters dialogue is always a challenge, yet this year’s Catalyst achieved this with style. Highlights included:
- Keynotes and Kick-offs: Engaging over 400 attendees for more than an hour is no small feat. Speakers like Alan Braun of AWS, Asher Mathew of Partnership Leaders, Greg Sarafin of EY, Mekaela Davis of Trintech, Sofia Tulchinsky of Snowflake, Chris Samila of Partnership leaders, Jason Eichenholz, of Wipro, Jay McBain of Canalys, Rachel Skaff of AWS and Thomas Debass of US Department of State, all brought their A-game and shared excellent insight into ecosystems as essential frameworks for successful partnerships. Scott Brinker’s discussion really hit home for me, especially when he said, “ecosystems are the wiring of successful partnership.”
- Educational Sessions: From Lauren Jeter’s (Pong Agency) introductory course on Partner Marketing, to Brad Pace’s (Impartner) deep dive into Partner Program ROI, the sessions were tailored to both enlighten newcomers and challenge seasoned professionals. Likewise, the panel on Ecosystem Orchestration provided invaluable perspectives on the future of partner ecosystems, with tangible takeaways from leaders like James Hodgkinson, Allan Adler and Jason Atkins of 360insights. I loved Allan’s statement - “it's time to move past the hype and get serious about ecosystem execution and here’s how to do it”
- Diverse Perspectives in Large Ecosystems: A session featuring Christine Li of G2 and Ross Brown Partnerships/Channels Guru/Advisor, exemplified the dynamic interplay of different strategies within large ecosystems, offering a rich exchange of ideas that was as enlightening as it was engaging.
Engagement Beyond Sessions
The broad spectrum of attendees—from Channel Marketing Managers to CPOs—illustrates Catalyst’s expanding influence. The involvement of industry veterans and leaders in both channel and technology partnerships, such as Ross Brown and Scott Brinker, has enriched the discourse and networking opportunities at the event.
Sponsorship and Cultural Impact
The increasing commitment from sponsors underscores Catalyst’s importance as a hub for forging key industry relationships and staying competitive. The event has become a must-attend for anyone serious about the future of partnerships and ecosystems.
The culture of Catalyst, highlighted by initiatives like the Women in Partnerships Luncheon, has matured significantly. Witnessing the enthusiasm and connections made at such gatherings underscores the transformative power of inclusive, supportive environments in tech and partnerships.
To fully illustrate the continued impact of the Women in Partnerships Luncheon from someone who was actually in attendance, I asked Michelle Morgan from IsInspired to do a quick summary, and her words perfectly nailed what was felt by all: “It’s inspiring to step into a room filled with hundreds of women—some friends, many strangers—and know that every seat is a good one. Whoever you sit next to is bound to be interesting, brilliant, compassionate, and fun, potentially becoming your next friend. After leaving the Women in Partnerships Luncheon, I felt both grounded and energized, ready to excel in my career while balancing one of my life’s most important roles: raising my sons. Although they may not fully grasp what I do, I shared with them on Thursday, August 15, that I enjoyed a delicious lunch, listened to incredible stories, engaged in heartfelt discussions prompted by roundtable questions, and most importantly, danced to Violent Femmes! What an incredible opportunity it is to be a woman in tech and partnerships!”
Catalyst: Getting Better With Age
Catalyst is more than just a conference; it's a comprehensive experience where industry leaders converge to share insights, forge connections, and drive growth. This evolution is not just about the number of participants or the depth of discussions—it’s about the palpable shift towards a more sophisticated, inclusive, and strategic engagement across the spectrum of partnerships. In summary, Catalyst continues to define the cutting edge of industry conferences, providing unmatched networking opportunities, access to comprehensive thought leadership, and actionable insights to propel careers and business strategies forward. If you haven’t yet experienced Catalyst, the next event is a real opportunity to engage with the forefront of business development and partnerships.
Speaking of next events, please join myself and Partnership Leaders members Matt Crane of Salesforce, Raegan Wilson of Reply Spur in our Unlocking Channel Growth Webinar Series, with special guest, our very own supreme partnerships leader, Asher Mathews, September 12th to talk automaton for growth. See you there.
