Business Development Rooted in Data, Logic, and Wisdom.
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Through The Channel Company (TCC), the preeminent marketing and content agency serving the B2B IT channel and technology ecosystem, I've architected and led go-to-market (GTM) programs spanning Fortune 100 hyperscalers, Global 100 ISVs, and emerging technology companies across cloud infrastructure, cybersecurity, data platforms, and industrial automation.
Operating as a strategic marketing consultant and GTM program lead, I partnered directly with GTM Leaders, Partnerships and Channel Alliance Leaders, Founders, Managing Partners, CEOs, CFOs, CROs, CMOs, to design, deliver, execute, and scale strategic partner network go-to-market programs.
This included close collaboration with Amazon Web Services (AWS), Microsoft, Splunk (now a Cisco Company), Cisco, Aspen Technology (now an Emerson company), Carahsoft, their global partner networks, and more. I've worked with over 100 Independent Software vendors ranging sizes and revenue thresholds up to over $100B+ ARR. The work I have done weathers organizational change and volatile, uncertain, complex, and ambiguous (VUCA) conditions, scaled across geographies.
The examples that follow highlight select engagements where I shaped strategic direction, orchestrated cross-organizational alignment, built, and delivered strategy and creative services.
Go-to-Market Strategy
Channel & Partner Program Strategy
Cross-Functional Project Management Strategy
Content & Sales Enablement Strategy
Campaign & Demand Generation Strategy
MDF & Co-Marketing Budget Strategy
AWS Partner Network & Marketplace Programs
Over five years, I partnered with The Channel Company (TCC) to serve Amazon Web Services (AWS), marketing AWS and activating emerging and growth-stage ISVs, systems integrators (SIs), and managed service providers (MSPs) across the AWS Partner Network. My work elevated AWS solutions across cloud infrastructure, business applications, data applications and products, IoT, and cybersecurity, generating $220M+ in partner-sourced, AWS Sales-validated pipeline across two program years and reducing partner marketing activation cycles by 60%. I designed and refined the scaled GTM program infrastructure that moved 80+ partners from alignment, planning, and positioning workshops to launched co-marketing campaigns that I delivered and drove. From building stretch-forecast financial models that attribute revenue across AWS and partner pipelines, to designing invite-only, gamified partner acceleration programs, to creating GTM and co-sell playbooks, to scaling GTM workshops from 1:1 sessions to multi-partner "School of Thought" programs serving 24+ ISVs at once, to managing a $4M+ product and partner marketing portfolio, I build partner marketing programs that raise lead quality, pipeline velocity, and partner engagement, including AWS Game On. The frameworks I built with TCC and AWS were adopted as best practices by AWS's AMER ISV partner marketing team and shared with 134 partner marketers across geographies.
Explore AWS Marketplace Private Offer Programs
Provided project management, messaging strategy, content strategy, and creative execution for 30+ self-service videos guiding AWS sellers and customers through the AWS Marketplace Private Offers program.
Accelerated GTM Activation with AWS and AWS Partner ISVs and Channel Partners
Working across AWS's global ISV and partner marketing organizations, with a focus on helping globally headquartered ISVs enter and scale in the Americas, I led partner marketing, GTM, and creative strategy for an invite-only program supporting mid-to-late-stage startups that had raised institutional funding, reached product-market fit, and were ready to scale.
Splunk Partner Ecosystem & Platform Programs
Over four years, I partnered with The Channel Company (TCC) to support Splunk through rapid cloud expansion, portfolio transformation, and its $28B acquisition by Cisco. I translated deeply technical platform capabilities into outcome-driven GTM strategies that enabled enterprise and public-sector adoption at scale, and built the operating infrastructure that kept distributed platform, field, and partner teams moving in sync.
I got cross-functional teams market-ready by designing org charts and interlock roles, drafting executive communications, and mapping decision rights across Splunk business units, including Cloud, Platform Solutions, Professional Services, and Technical Strategy. I managed TCC's Splunk marketing budgets, built communication plans across time zones and reorganizations, and produced presentations that kept global teams aligned through leadership transitions and the Cisco acquisition.
I also designed the Splunk Cloud Migration Complexity Model, adopted globally by Solutions Engineering, Professional Services, Sales Management, and Customer Success. I supported senior GTM platform and partner network leaders across Splunk Cloud Platform, Splunk Enterprise, Splunkbase, Observability Cloud, and Edge Hub, creating discovery playbooks, sales enablement assets, and partner launch kits that accelerated time-to-market for field teams, professional services, and partners.
Partner Activation - Splunk Edge Hub Central
With distributor Carahsoft and 14 managed service and consulting partners, I architected a joint GTM operating model for Splunk Edge Hub that aligned to partner-developed and led smart manufacturing and network closet monitoring use cases. This work supported partner delivery of Splunk Edge Hub across global public sector, SLED, and industrial markets. Efforts and contributions included partner journey mapping, discovery methodology, messaging and positioning frameworks, partner solution launch kits workshop curricula, and a marketplace deployment system. The result was 93.3% partner completion across NAMER, EMEA, LATAM, and APAC and 12+ industries, with positioning packages published on edgehubcentral.com ahead of Splunk .conf24.
Aspen Technology Partner Network & Program
Over four years, I partnered with The Channel Company (TCC) to support Aspen Technology (AspenTech) through the launch and growth of its AI Business Unit, leading strategy and coordinating execution across AspenTech's partner ecosystem as the platform evolved and commercial partnerships scaled. I translated advanced analytics, optimization, and automation capabilities into clear, market-ready messaging for energy, manufacturing, chemicals, and infrastructure operators, elevating the aspenONE portfolio and shaping GTM positioning that resonated with industrial buyers.
With commercial partners Microsoft and AWS, I designed and executed joint GTM strategies for the AI Business Unit launch, producing better-together videos, product demonstrations, and solution content that drove adoption through Azure Marketplace and AWS Marketplace. I also helped build AspenTech's partner marketing program and the GTM infrastructure that lets AspenTech and its global network of GSIs, VARs, and MSPs, including Accenture, Emerson, Hexagon, and WSP, activate joint solutions across energy sector including upstream, midstream, and downstream markets. As a part of these efforts, I delivered sales plays, partner-, executive-, and customer-facing collateral, campaign plans, and partner win stories featuring customers such as S&P Global and Clark County REMC, giving partners proof to engage buyers, recruit new customers, and drive adoption.
Powering Industrial Digital Transformation with AspenTech and Microsoft
See how joint messaging, partner storytelling, and cloud-aligned GTM execution come to life across the AspenTech–Microsoft ecosystem, featuring the strategy, video, and content assets I led and delivered to support trust, adoption, and marketplace-led growth.
ACHIEVEMENTS THAT I AM PROUD OF
ACHIEVEMENTS THAT I AM PROUD OF
Progressively expanded partner marketing and GTM program budget for ONE program from $30k to $3.81 million
92%+ MDF UTILIZATION ACROSS AWS PARTNERSHIPS
13X marketing return on investment (mROI) FROM GTM-DRIVEN REVENUE
100+ ISV PARTNERSHIPS ACTIVATED in 5 YEARS
Upskilled junior and senior staff and leaders, contributing to organization wide promotions of associate and mid tier consultants, project managers, and directors
RECOGNIZED WITH MULTIPLE 'AGENCY RECOGNITION AWARDS'
Managed multi-channel growth campaigns generating 7.72M impressions across LinkedIn, Google, and programmatic display advertising.
$220m+ IN PARTNER DRIVEN AND INFLUENCED PIPELINE in TWO YEARS
*Prospecting clients and employers have the option to sign our NDA and/or share an NDA for us to sign ahead of our discovery calls so we can have an effective and productive conversation.*
TRUSTED EXPERT
TRUSTED EXPERT
See what clients and colleagues, and partner say.
See what clients and colleagues, and partner say.
"Shaun is an incredibly smart and well-rounded leader. Our team has leaned on her expertise in partner strategy, and she's been a willing collaborator, bringing fresh ideas to every project. Shaun does her research and leads strategic, forward-looking, and thoughtful conversations. She knows how to build successful programs and brings tremendous value to any team."
Morgan Milner Padrnos - Senior Marketing Consultant at The Channel Company (TCC)
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