Andrew M.

Andrew McCraith is the VP of Business and Corporate Development at Conversica. He is responsible for growing revenue generated through partners, with a focus on booking more revenue and improving retention to drive overall ARR growth in a scalable way.1

Some key points about Andrew McCraith's role and experience:

Background and Team Building

Andrew has a diverse background, having worked in various functions including Engineering, Product, Sales, Marketing, and Business Development before taking on his current role.1 At Conversica, he started with a small team of two people in October 2020 and has since expanded it to eight team members, hiring approximately one new team member each month.1

Approach to Partnerships

Andrew takes a unique approach to partnerships at Conversica:

• He created the role of Partner Growth Executive (PGE) instead of using more traditional titles like Partner Account Manager.1
• This decision was made to emphasize proactive growth and results rather than passive account management.1
• The "executive" in the title was chosen to highlight the importance and visibility of the role in delivering revenue.1

Views on Partnership Terminology

Andrew provides some insights into the distinctions between different partnership terms:

• Alliances: These are typically complex, multi-faceted partnerships with large entities like Global System Integrators (e.g., Accenture, Deloitte) or major platforms (e.g., Microsoft, Salesforce).1
• Channel: This often involves selling through partners who act as distributors, VARs, or resellers.1
• Partnerships: While there's still some ambiguity, this term seems to encompass a broader range of collaborative relationships.1

Andrew's approach to partnerships at Conversica demonstrates his focus on growth, scalability, and innovative thinking in the partnerships space.