Session 402
Are your Alliance Marketing Strategies Destined to Boom or Bust?

It's one thing for two companies to agree they want to do joint marketing and sales but doing so is easier said than done. Despite a steady year-over-year growth in the number of alliances companies maintain and associated funding, it's not all a bed of roses.

In 2019, Merit Mile conducted a study involving strategic alliance professionals looking at the trends, triumphs, and challenges with alliance marketing and co-selling. The research revealed a common thread across alliances – that access to subject matter experts, creative resources, and the ability to assemble joint marketing plans and messaging were in short supply. What can be done?

With much of 2020 in front of us, now is the time to take steps to overcome these pitfalls and roadblocks that could otherwise hinder success. Microsoft, an industry leader in alliances, will explain their strategies for successfully managing multiple alliances in light of demanding deadlines, complex organization structures, and even international nuisances. Merit Mile, who sits at the intersection of many global technology alliances including Microsoft and Citrix, will share insight on why some alliance marketing plans go boom and others go bust.

Join this session and leave with an understanding of:


Andrea Katsivelis
Global Strategic Marketing Advisor

A results-driven strategy marketer and alliances professional, Andrea is an agent of change in the global IT and Healthcare partner community.

With proven ability to drive strategic initiatives and customer engagement across cloud and AI digital transformation technologies, Andrea is keenly focused on win/win alliance collaboration and business results. To achieve this, Andrea finds the best alliance partner marketing engagements focus on congruent, scalable and measurable strategies. Passionate, analytical and customer experience-driven, Andrea currently leads go-to-market alliance marketing for key Microsoft globally managed partners in EMEA, including Deutsche Telekom, Vodafone and Cloudreach, among others.

Andrea is a family-first corporate professional and regularly volunteers for a host of charitable associations along with her teen son. Andrea earned her BA from the University of South Florida and currently resides in south Florida.

Mark Reino
Founder & CEO
Merit Mile

Mark steers the leadership of Merit Mile, a digital marketing & PR agency that helps global technology clients including ISV's, distributors, SI's and service providers accelerate revenue growth.

His team has collaborated on thousands of marketing programs for alliance and partner-centric companies with an emphasis on "sell-to", "sell-through" and "sell-with" marketing campaign development. Merit Mile has been a preferred go-to marketing agency for technology titans including Microsoft, Citrix, and HP/E, and DXC for over a decade.

Mark's been featured in industry publications, broadcast media outlets, and frequently speaks at marketing and IT channel events. He's a founding board member of the South Florida Interactive Marketing Association, a member of the Nichols College Athletic Hall of Fame, and active with local charity in the Boca Raton, FL area. Mark earned his MBA from the University of Miami.