Diane Krakora of Partner Path joined Steven to present this webinar packed with both foundational and trending elements of successful MDF and Co-Op Marketing programs. We've had so many requests for the recording that we're presenting this handy podcast edit for our Channel Edge audience. Diane spent years witnessing how channels and alliances could be strategic to a company’s successful and scalable growth. She realized that to be harnessed correctly, partnerships needed representation in the C-suite. With this in mind, in 1998, she founded a channel consulting company called Amazon Consulting (back in 1998 that name had little competition). Diane’s goal was to elevate the impact of partnering within organizations. Her vision was that every company would have a Chief Channel Officer, an executive to watch over the health and well-being of partnerships. She knew channel-centric companies would reap the benefits of increased reach, sales leverage, scalability and customer delight. The audio for this episode is extracted directly from the recording of the original webinar, and if you’d like to see the entire presentation, complete with slides and visuals, you can check it out RIGHT HERE. Additional resources: Slide deck from the presentation, viewable on Slideshare. E-book, 8 Essentials For A Successful MDF & Coop Program LISTEN TO THE ENTIRE CONVERSATION NOW: If you've got ideas for future shows, want to connect us with an exciting guest or send questions or comments in on the podcast, please free to email us at ChannelEdge@360insights.com Also, if you enjoy the show please do share it with your colleagues and remember to subscribe using whatever your favourite podcast platform is: iTunes, Stitcher Radio, Google Play or Spotify.