Virtual coffee? →
Open to Channel & GTM roles · EMEAMadrid · remote or relocation

Channel and go-to-market, shipped since 2017.

v7.0 · Next release

Is your team the next release?

Hiring to grow your channel or go-to-market? Let's talk about the role and see if we're a fit.

Virtual coffee?

Have a role in mind? Send me the link before we meet.

hello@amatolago.com LinkedIn
2.3×Partner-sourced revenue One Identity · Under 12 months Read the story +67%New-logo revenue One Identity · Spain moved 100% to channel Read the story 30%Of the annual target BlackBerry · One partner-sourced deal Read the story 11New partners recruited Kymatio · Since February 2026 Read the story

People I’ve worked with

01 / 04

Three former managers and a colleague, in their own words.

“He took on the Southern European market for us in the SMB space, and essentially built the channel from scratch. I would hire him again in a heartbeat.”
Jason KlothThen Senior Manager, SMB Sales EMEA, BlackBerry · my manager

Full reference letters available on request, including iC Consult (v5.0).

Success stories

Three channel-building stories: two with results and references from former managers, and one in progress at Kymatio.

01 / 03
v3.2One Identity · Spain

Spain went 100% channel, and grew

Challenge
A partner-first strategy in Spain with no partner relationships, and a direct team closing ~€600K of new logos a year.
Shipped
A distribution plan with Exclusive Networks, Big Four advisory partners and VARs. We handed opportunities to partners to prove we were committed, and ran deal registration and partner marketing.
Result
Partner-sourced revenue from ~€300K to ~€700K in under 12 months, ahead of fulfilled. New-logo revenue to ~€1M (+67%).

Changelog

Each role is a release. The milestones below; the full stories above.

v7.0 Next releaseChannel, partnerships or GTM · your team
Take a partner channel into new markets with a team that aims high and has fun getting there.
v6.0 KymatioFeb 2026 – now · Channel Manager · Madrid
Recruited 11 partners since February 2026; the first are generating pipeline.
v5.0 iC Consult GroupJan 2024 – Apr 2025 · Sales Executive · IAM integrator
Closed ~€600K with an IBEX 35 bank, coordinating the vendor and services team and negotiating both contracts.
v4.2 CisoversoJun 2023 – Nov 2025 · Sales Director, part-time, alongside other roles
Built commercial relationships through CISO events and vendor sponsorships, part-time alongside my sales roles.
v4.1 BlackBerry CylanceApr 2022 – Aug 2023 · Regional Sales Manager
Led enterprise sales across channel, marketing and technical teams after promotion from SMB.
v4.0 BlackBerry CylanceAug 2021 – Apr 2022 · SMB Sales Manager, South EMEA
Built the Southern Europe SMB channel from zero; promoted to Regional Sales Manager.
v3.2 One IdentityFeb 2019 – Sep 2021 · Inside Channel AM, Spain · Cork
Led Spain’s move to a partner-first model; 132% of target and President’s Club in FY2020.
v3.1 One IdentityJul 2018 – Feb 2019 · Team Lead, EMEA Renewals
Promoted to lead the €15M+ EMEA renewals team; 137% of target and President’s Club.
v3.0 One IdentityOct 2017 · Inside Sales Renewal Representative
Owned a €2M+ renewals book and achieved 106% of target in FY2018.
v2.0 AmazonOct 2016 – Oct 2017 · Technical Account Manager · Ireland
Supported sellers across five European marketplaces; team top performer for 30 weeks in a year.
v1.0 C&C PublicidadJun 2015 – Jun 2016 · Creative Manager · Santander
Started in advertising and marketing, with a BA from the University of Wales.

Shipped features

What I build around a partner program, how I use AI to build it, and the skills behind it.

01Partner tools
Program

Channel program

Partner model, certification and enablement, being built now as the company's first channel program.

Activation

45-day activation method

From a signed partner to its own pipeline in 45 days, around a use case it can repeat.

Partner economics

Pricing and earnings calculators

Margins from distributor to partner by volume tier, and what a partner earns per deal.

Self-service

Partner portal prototype

Resources, pricing and deal status in one place, as a working prototype.

Content

Tailored collateral

Commercial documents generated for each partner, in their context.

Measurement

Partner dashboards

Where each partner stands and what moves next.

02AI, in daily use
Proof

This site

Brand system, copy and code, designed and built with AI. The concept further down is built the same way for every application.

Skills

My own reusable skills

Packaged workflows that research a target company, draft its partner plan and write outreach in my own voice.

Workflows

AI as a working layer

Self-taught on my own time. Claude and ChatGPT for account research, analysis, documents and code, with projects and memory that carry context between tasks.

03Core skills
Channel strategy & GTMPartner recruitment & activationPartner-sourced pipelineCo-sellingDeal registrationPartner enablement & certificationTiers, rebates & marginsMDF planningDistribution managementVARs, SIs & advisory partnersAlliancesPartner portals & toolingEnterprise & public sector salesDeal negotiationSaaS & cybersecurityAI-built sales tools

Tools built for my current employer are described here, not shared. I can walk you through them on a call.

Concept: Partner Growth Engine

For every role I go after, I build a short plan for that company's channel from its public information and pricing. This is the template.

It covers three things: the first 90 days, how the channel's contribution gets measured, and what partners sell with. The numbers below are examples, not company data.

01 · The first 90 days

Days 1–30

Diagnose and design

  • Sort existing partners: invest, revive or close
  • Ask AEs and recent customers who advised them
  • Named target list for each segment
  • Commercial model v1: tiers, rebates, deal registration
  • Sourced and fulfilled pipeline tracked in the CRM
Days 31–60

Recruit and enable

  • Outbound partner recruitment in priority segments
  • Sales certification and partner kit live
  • First partner roundtable
  • First co-selling on live deals
Days 61–90

Activate and measure

  • First partner-sourced opportunities
  • Monthly channel forecast, reported like sales
  • First business reviews with active partners
  • Tiers tuned with real data

02 · Channel pipeline, reported like a forecast

Sourced

Partner-sourced pipeline

Deals the partner brings in. New business the channel creates on its own.

Fulfilled

Partner-fulfilled pipeline

Deals where the partner delivers part of the service. The value partners add beyond the referral.

03 · Partner earnings calculator

Partner earns in year one
Plus year two
Value referred
Commission rates are placeholders that show the mechanics. In each application they run on the company's public prices.