Marketing Manager Channel
Resume:
Matt Hassett
Novato, CA *****
*************@*****.***
https://www.linkedin.com/in/matt-hassett
Cloud, UCaaS, and SaaS Channels, Partnerships, and Alliance Manager
Professional Summary
A Cloud, UCaaS, SaaS, and CCaaS Channels, Partnerships, and Alliance Manager with 10+ years of experience driving company’s growth strategies by creating, implementing, and managing strategic partner ecosystems. Drive both MRR & ARR growth, nurturing top tier and enterprise go-to-market partner campaigns utilizing strategic, tactical, and performance measurement campaigns (growing partner ecosystems from 4K to 16K). Recruit, onboard, and nurture lasting relationships along with providing ongoing support to ISV’s, VARs, Distributors, and Cloud SaaS Solution Providers for small and mid-market global B2B companies. Extensive experience developing programs that secure new leads, increase customer engagement, and accelerate growth from cross and upselling existing customers, increasing customer retention, and monitoring all partner KPIs.
Successful at building, developing, and retaining high-performing demand generation, lifecycle, and partner marketing campaigns from the ground up along with producing joint marketing collateral and content, performance tracking and reporting, due diligence, and post-merger integration of marketing and digital assets. In addition to my work experience, earned a Bachelor of Business Administration with an emphasis on New Ventures and Small Business Management from California State University. Seeking a position in the San Francisco Bay Area or National – Remote.
Go To Market Partner Strategies
Globally Disbursed Cross Functional Teams
Brand Positioning and Messaging
Product Lifecycle Management
Market Research and Competitive Analysis
Strategic and Tactical Channel Campaigns
ISV’s, VARs, Distributors, and Cloud SaaS
Solution Providers
Communications and Content Strategies
Data Analytics and KPI’s
Key Cloud, UCaaS), and SaaS Channels, Partnerships, and Alliance Skills
Career History
Channel and Partnership Marketing Consultant
Channel Marketing Consulting – San Francisco 10/2023 – Present
Develop Channel Marketing Strategies for Small and Medium Sized Businesses around the United States.
Assist in creating strategies for Partner Ecosystem Development.
Conduct market research and analysis to identify channel opportunities.
Provide training and support to channel partners ensuring they have the tools and knowledge needed to effectively market their products and services.
SaaS Labs
Sr. Manager of Channel and Partnership Marketing - San Francisco, CA/HQ Delhi, India 10/2022 – 9/2023
SaaS Labs, based in Delhi, India in the Nodia focused on Sales and Support Reps. Their core business is JustCall, a VOiP based telephony platform that integrates with most CRM and marketing platforms. The company has approximately 300 employees (the bulk of staff being engineers) with revenue of approximately $22M, and 6000 SMB customers.
As the Manager of Channel Marketing, Partnerships,, managed a budget of $2.5M and led a team of 3 direct reports focused on partner and channel marketing organizational design, operational efficiency, and scaling the partner marketing organizational ecosystem (ISV’s, VARs, Cloud SaaS Solution Providers and Strategic Alliances) and migrating SaaS Labs positioning from VoIP
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solutions to contact center solutions. Charged with delivering full lifecycle marketing strategies and exceeding growth goals through expanding marketing channels to target SMBs and Mid-Market customers compelling thought leadership, branding consumable content syndication (top of funnel and middle of funnel), demand generation, innovative partnerships, and effective enablement for SaaS Labs core products (JustCall, JustCall iQ and Helpwise solutions). In addition, increased sales through capturing new leads quicker along with account management team upselling and cross-selling campaigns.
Key Accomplishments and Achievements
Launched the Global Partner Marketing Program, attracting over 80 new partners and generating a 12% increase in partner revenue within 6 months and instrumental in increasing average deal size from $1.2K ARR to $52K ARR.
In 2022, partner revenue was less than 1% of annual ARR. In 2023, partner revenue was $3.9M or ~10% of their ARR.
Established SaaS Labs brand products as the premier SaaS contact center solution provider within the SMB sector increasing market share by 20%.
Improved funnel conversion rate inefficiencies with targeted drip campaigns & SDR/BDR plays.
Identified value propositions, key messages, and executed PR/brand strategy for new product launch - an AI conversational intelligence platform.
Created & delivered curated sales enablement resources: emails, talk tracks, playbooks, and sales stage/buyer journey content.
Built sales funnel activity and increased demand generation by 5% Q-o-Q while increasing upmarket opportunities.
Partnered with business development and indirect sales team to create and launch SaaS Labs global partner marketing program focused on recruitment, onboarding and enablement resulting in a cross-sell and referral revenue by 8%.
Led a team in improving MQL to SQL conversion rates by 30% through tailored sales enablement resources.
Working with the sales leadership team created talk tracks, email drip campaigns and content that were targeted at the evaluation and decision portion of the buyer’s cycle.
RingCentral
Sr. SMB Integrated Channel Marketing Manager - Belmont, CA 4/2021 – 9/2022
RingCentral is a leading provider of UCaaS (Unified Communications as a Service) and CCaaS (Contact Center as a Service) solutions to the market. The company was founded in 2012 as a fax service and then developed its UCaaS solution that has been recognized as the leader in UCaaS by the Gartner Magic Quadrant for 9 years. Revenue was approx. $1.9B and up to 400K customers and 4K employees with a focus on Enterprise customers in international markets (was ~$500M in 2016 when starting with the company). The company’s SMB customers came from 7 Verticals – Real Estate, Construction/Home services, Financial, Healthcare, Legal/Professional Services and Retail.
Worked cross functionally with Core Channel Product Marketing, Demand Generation, Sales Enablement, and Direct Sales to build and execute high converting sales and enablement programs across the RingCentral’s UCaaS & CCaaS portfolio. Managed up to a $4M marketing budget, holding responsibility for messaging strategy, demand generation campaigns, partner and channel marketing (ISVs, VARs, Distributors & Strategic Alliances), and customer experience across the customer lifecycle for SMB segment (1-399 employees). Campaigns consisted of drip emails, social, blogs, content syndication (case studies and videos), and talk tracks to qualify and close new customers and continuing post-acquisition through on-boarding, retention, and upsell/cross sell.
Key Accomplishments and Achievements
Formulated targeted messaging strategies, achieving a 12% increase in conversion rates for acquisition and upsell efforts signing up 10K new customers quarterly.
Major partners included AT&T, Duetsch Telecom, and Telus, as well as PBX equipment manufacturers such as Avaya and Mitel
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Enhanced demand generation campaigns, leading to double-digit performance improvements.
Collaborated cross-functionally to create high-performing customer engagement assets, increasing engagement by 25%.
Gathered insights to fully understand the Small and Medium Business (SMB) target audience achieved via customer research, secret shopper studies, primary research, pricing studies, and data analytics.
Owned the SMB Value Proposition and Messaging Strategy for the company.
Utilized industry & product knowledge to develop targeting and messaging strategies across high converting sales programs for both acquisition and customer upsell.
Drove double digit improvements for the demand generation team through improvements in messaging.
Collaborated with sales, customer success, and product marketing to discover and author high performing customer engagement assets including written case studies, videos, customer testimonials, customer blog posts, webinars, e-books, and customer advisor boards.
Reduced churn (10%) and increased both upsell and referral revenue (15%) by partnering with the Sales, Support, and Marketing teams to improve the SMB customer experience within the first 60-days of their relationship with RingCentral, resulting in a 20% increase in customer engagement.
RingCentral
Sr. Integrated Channel Marketing Manager - Belmont, CA 1/2016 – 4/2021
Held responsibility for a $2M marketing budget creating and executing strategic marketing initiatives and programs for RingCentral's 3 key channel partner communities - ISV, Strategic Industry Alliances, and Indirect Partners. Led the execution of marketing initiatives aimed at maximizing the impact of partnerships and collaborating with key stakeholders, and creating tailored marketing programs, sponsorships, and events.
Designed GTM product launches including regional events, participating in joint webinars and releasing new Campaigns in a Box program by establishing launch goals, market awareness & sales and training activities, enabling new partners team to position the company’s solutions into their marketing campaigns. Collaborated with our direct marketing team to leverage RingCentral’s collateral to be co-branded and then created campaigns that consisted of blog content, drip emails, content to list on the partners site, joint webinars, and events opportunities.
In addition, created the Strategic Alliance Partner Program (SAPP) focused on working w/ Franchises, Associations, and Group Purchasing Organizations (GPO). Each member of the SAPP had a personalized landing web page for their associates, and integrated campaigns were created along with member newsletter articles, customer case studies, webinars, email campaigns and attendance at member events and conferences. Ultimately supported 40 different SA Partners with marketing campaigns partnering with each partner’s marketing team to promote the partnership.
Key Accomplishments and Achievements
Created, launched, and grew strategic alliance marketing program to over 50 accounts in the first 3 years.
Expanded partner ecosystem from 4,000 to 16,000+ partners over 4 years, exceeding MRR revenue goals by 10%+ for 6 consecutive quarters from Q2-2016 to Q4-2020.
Developed go-to-market plans, for new product and solution awareness, lead generation, and partner acquisition.
After 2018, partners typically represented 50 – 65% of RingCentral’s quarterly revenue with 90% of the deals with TCV of $1M+. Partners were focused on the Major companies and Enterprise accounts.
Owned and developed persona profiles, value propositions and differentiators, and brand messaging narratives for effective content marketing across the buyer-journey.
Was part of a small team launching a distribution partner program signing Ingram Micro, Tech Data & CCW.
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Tellabs (Acquired Marlin Equity Partners)
Sr. Marketing & Channel Manager - Petaluma, CA/HQ Dallas, TX 1/2007 - 1/2016
Tellabs offers a range of products and services, including optical transport systems, access systems, managed access solutions, and network management software to global Telecommunication carriers (AT&T, Verizon, BellSouth, France Telecom, Orange, along w/ cable providers NLEC – Frontier, and Windstream). The company had approximately 3,500 employees between 2006 – 2016 with revenue of $1B.
Collaborated with the Partner Sales and Training Teams coordinating new partner and new product feature training, managing the Tellabs Partner Portal, annual business and GTM planning, and MDF program for North America, along with LATAM, and APAC which were exclusively sold through partners. In addition, held responsibility for partner recruitment, on-boarding and a $5M budget, of which 80% was for MDF (marketing development funds) and for the annual Global Partners conference.
Key Accomplishments and Achievements
Grew responsibility from just “Access to Products” to all 4 Tellabs Product business units.
Created Global Partner Program processes and templates for each of the 4 pillars of the partner program (Recruitment, On-boarding, Enablement, and Assessment).
Outside of the US, help generate ~80% of revenue from partners. In the US, partner contribution was about 40% of the revenue generated.
Education
California State University – East Bay
Bachelor of Business Administration, Emphasis on New Ventures and Small Business Management.
Technology
Microsoft Office Suite, Google Docs, Salesforce, PipeDrive, Marketo, HubSpot, MailChimp, Constant Contact, Jira, Asana, Wrike, Monday.com, Notion
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