The transformation Catalyst has undergone from July 2020 to August 2024 is truly remarkable. Although others might describe recent Catalysts as “the third one” or “the one where summer is back,” my initial observation is that Catalyst has indeed grown up. Past iterations concentrated on making short-term connections within close-knit circles and the vibrant sounds of sea, sun, and fun. It was an atmosphere of enthusiasm and community, though admittedly, not without its growing pains and uncertainty. What we are now seeing is an unmistakable maturity and broader recognition.
By its second event in Boston, Catalyst had evolved significantly. The messaging became clearer, the intent more obvious, and the recognition of the Chief Partnership Officer (CPO) movement was apparent. Its tagline became, “Where the Ecosystem Meets,” which resonated, calling for broader buy-in and increased participation from both the enterprise and channel communities.
Refining the Message
The fascination of our industry points unmistakably towards partnerships. In fact, the buyer’s journey to renewal or strategic or integrated solution segments from strategy to category design remains critical. The leaders of 360insights and Partnership Leaders, alongside the legitimacy and leadership of the Chief Partner Officer, made that a hard-to-miss takeaway at Catalyst 2024.
Agenda and Content Highlights
Catalyst’s content strategy ensures leaders of experience and fearless dialogue to shape a stronger challenge, and this year’s Catalyst delivered with the skills only a highlight reel could deliver:
- Keynotes and Kick-Offs: Engaging over 400 attendees for more than an hour in small detail. Speakers like Marc Rosson of Avanade, Martin McNamara of Bain, Heather K. Margolis of 360insights, Vince Menzione of Ultimate Partnerships, Todd Cramer of Acoustic, Tiffani Bova of Salesforce, Jay McBain of Canalys, Steven Kellam of 360insights, and Allan Adler of Digital Bridge Partners set the stage with insights and momentum. The importance of the Chief Partner Officer as an emerging and essential leadership role was consistently reinforced, with keynote after keynote reinforcing partnerships. Sean Klimczak’s discussion on ecosystem reality hit home for me, especially on where the role, responsibility, and industry will go in partnership strategy.
- Educational Sessions: Leaders like Jeanne Hopkins, April Crichlow, Jay McBain, and Maria Chien provided strategy, trend analysis, and role Partner Program ROI. The sessions were tailored to both individual newcomers and partnership-seasoned executives. Likewise, the larger Ecosystem Performance framework discussions anchored the themes that would dominate 2025.
- Diverse Perspectives in Large Ecosystems: A standout feature, Catalyst’s inclusion of emerging and diverse perspectives further exemplified the industry’s ability to adapt.
Engagement Beyond Sessions
This year’s theme of collaboration—from Channel Marketing Vanguards to CPOs—illustrates Catalyst’s expanding importance. The involvement of industry veterans and newcomers alike broadened the lens beyond partnerships, such as Ross Brown, Jeanne Hopkins, and April Crichlow, reinforcing both depth and inclusivity.
Sponsorship and Cultural Impact
The increasing commitment from sponsors underscores Catalyst’s importance as a hub for forging key industry relationships and staying competitive. This event has become an essential center for unique sessions about the future of partnerships and ecosystems.
The culture of Catalyst, highlighted by the milestones like the Women in Partnerships Luncheon, has matured significantly. Witnessing the self-realization and connections made at such gatherings underscores the transformative power of inclusion, supporting environments rich in partnerships.
By far, a defining moment came at the Women in Partnerships Luncheon, where nominees were excited by announcers, including Michelle Ragusa-McBain (AWS) and others, sharing words of positivity. This inspiring moment resonated like a shared echo between women, new leaders, many strangers—and those still navigating their path. Whether you are just beginning or have a seat at the table, inclusion, representation, and participation remain essential. Once again, Catalyst proved its value.
Catalyst: Getting Better With Age
Catalyst’s evolution feels like that of a conference maturing into its identity. No longer just networking, but an opportunity for leaders to navigate, share knowledge, and connect. The event has shifted toward refined experiences, with curated sessions, broader inclusivity, and elevated leadership dialogue. In summary, Catalyst represents the best of both worlds—networking and strategy, with actionable insights and business strategies to forward.
Speaking of next events, please join global Partnership Leaders:
- Heather K. Margolis of 360insights
- Steven Kellam of 360insights
- Jay McBain of Canalys
- Jeanne Hopkins of Salty Marketing
With special guest, on September 12th, for “Unlocking Channel Growth: The Next-Gen Revenue Engine, Part 2: Automation for Growth.”
