Partnering for Success

Brought to you by The Business Group

Today, businesses need to work collaboratively to compete successfully. At this event you will learn how your business can identify, secure and capitalise on the right strategic partnerships. The evening starts with networking over pizza and will feature speakers from multidisciplinary backgrounds.

About the event

Finding the right channel and strategic partnerships will make or break a company in today’s hypercompetitive environment. But how can you identify the right channel for your sales and marketing efforts? What might be the best partnerships for you to leverage? And ultimately, are you investing your resources effectively, or could a different partnership engagement approach boost your return on investment?

In this free evening event, speakers from multidisciplinary backgrounds will cover:

  • How to establish Product-Market Fit
  • How to then identify Product-Channel Fit
  • How to create a powerful Partnership Programme, looking at:
    • The lessons of why some brands have won big, while others have failed
    • An overview of the types of partnerships you should consider
    • How to set up a partnership engagement
    • How to build and launch a successful partnership programme

This event is free to attend, but space is limited so early registration is advisable.

You can follow @CambWireless on Twitter and tweet about this event using #Business.

Kindly Hosted by GeoSpock

Extreme-scale spatial big data platform company that provides analytics, visualisation & builds insight.

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The information supplied below may be subject to change before the event.


Registration and networking over refreshments and pizza


Introduction to CW from Simon Mead, CEO, CW (Cambridge Wireless)


Welcome from our event host GeoSpock, Richard Baker, CEO, GeoSpock


David Brown, VP Smart City & Urban Innovation, GeoSpock

'Preparing for partnering'

David will explore the toolkits used for partnering to help you in understanding your strategy and to make informed decisions to benefit both yours and your partners organisation. He will look at global tools and look at how to successfully scale these up.


Julian Sametinger, Senior Partner Development Manager, Startups, UK&I,

'Building Successful Go-To Market Partnerships'

Julian will share insights on Go-to market strategies for B2B startups from early stage to IPO and how AWS partners with B2B startups.


Alex Farrell, CEO, Workfinder


Panel session with additional speaker, Ben Peters, VP Products, FiveAI

Chaired by SIG Champion Mike Price, MPA


Closing remarks and event ends


David Brown - VP Smart City & Urban Innovation , GeoSpock

David has spent the past 15 years helping start-up/scale-up companies in the UK building successful Customer Service, Customer Success, and Professional Services teams. He has done this mainly as a player/coach; initially working with customers himself and only building teams once he’s gained a clear understanding of what's needed to support the company's unique customer base. In 2015, he used the knowledge gained from years of working in web analytics to found Adavow, an ad suppression platform that enables advertisers and ad networks to stop serving digital ads to consumers who have recently purchased a similar item, which increases digital budget efficiency by 10% or more. David is a keen believer that the best way to become successful is to help others become successful and "What comes around, goes around."

Alex Farrell - CEO, Workfinder

Alex has spent her career in the online platform space, with a specialism in two sided marketplaces. She launched The IT Job Board in 1999, growing it to become the largest tech careers platform in Europe and selling the business in 2014 to Dice, a NYSE listed company. She subsequently launched Gift Wink, an online retail platform that used data and technology to match motivated gift buyers with the right gift at the right time. She sold the business in 2019 to DC Thomson, the owner of leading publishing titles such as the Stylist magazine and the Beano. She is currently the CEO at Workfinder, and their mission is to democratise work experience and bridge the skills gap. She is passionate about all things digital and is an angel investor in technology start-ups.

Ben Peters - VP Product, FiveAI

Ben co-founded UK self-driving software startup, Five, in 2015 and amongst other responsibilities, leads a team of technical product managers tasked with defining what constitutes safe driving in urban enviorments. Previously, Ben was an executive responsible for product strategy at Neul, which pioneered the NB-IoT communications standard which was ratified by 3GPP in R13 and is now supported by over 20 of the world’s largest mobile network operators. Neul also developed leading IoT software and chipsets for NB-IoT, leading to its successful acquisition by Huawei in 2014. Before entering the start-up world he was a senior leader for 6 years in NXP Semiconductor’s automotive group, based in Germany. Ben began his career as a senior applications engineer at RF Solutions, working on machine communication systems. Ben is a graduate in Electronic Engineering from the University of Brighton and holds an MBA from the University of Warwick.

Julian Sametinger - Senior Partner Development Manager UK&I, Amazon

Julian works with strategic ISVs at AWS and helps them scale their business globally. Before joining AWS, he co-founded a FinTech company and has held senior roles with several technology startups.

SIG Champions

Ann Fisher - Co-Founder & NED, Bailey Fisher Executive Search

Ann co-founded Bailey Fisher Executive Search in 1998, leading to a successful exit in July 2018, where she is still involved as NED. Ann has a passion for diversity, founding Women 4 Technology in 2008, a networking forum for over 1500 international female entrepreneurs, investors and business leaders in the technology sector, with events hosted in Cambridge, London and Manchester.  Ann has over 20 years' experience in executive search, focusing on high growth Technology companies and Professional Service firms associated with the Technology community. Ann is highly adept at building senior management teams for fast-paced innovative technology companies. Ann led the business development activities in Bailey Fisher; organising the Silicon Valley Comes to the UK events, supporting the Business Weekly Awards, Samsung STEM Girls, Cambridge Girls Talk and in recognition of Ann's extensive business network, she was nominated as one of the Top 25 Most Influential Business People in the Cambridge Technology Cluster. Ann has been a mentor on the Techstars Barclays Accelerator; a member of the Astia Global Advisory Board, a US organisation dedicated to the success of high-potential growth ventures, and a member of the Cambridge Campaign Committee for the Arthur Rank Hospice Charity. Prior to co-founding Bailey Fisher, Ann set up her first recruitment business at the age of 27, which she built to a successful exit within 5 years. Ann started her commercial career as Head of Finance with an early-stage software house in London, having trained with a Top 10 Manchester-based accountancy firm.


Collette Johnson - VP Marketing, GeoSpock

Collette works for GeoSpock leading the company’s global marketing. Her previous experience includes working Plextek leading their corporate marketing, she also worked at NHS innovations with a lead role in bringing together industry and clinical organisations for product adoption and also was the programme lead for the national SBRI Healthcare programmes, whilst in this role she focussed on the connected healthcare sector and developed a network bringing together, industry, clinical and academic stakeholders. Her experience also includes a strategic role at Cambridge Consultants for world leading corporate organisations and highly innovative start-ups.

Mike Price - Chair and Owner, MPA

Mike Price qualified as an accountant some 25 years ago. Mike built his career around his passions; technology, working in finance and general management, though his career with Deloitte was cut short when he was hit by joy riders, resulting in spinal injuries which made a 'normal' job near impossible. So, in 2007 Mike founded Michael Price Associates (MPA).

In the 13 years since, Mike has grown MPA to a company of 75 staff that works with over 800 businesses across the UK. Situated in Milton Keynes, MPA works to support innovative businesses of all sizes, tailoring their services to best meet the needs of their clients. In his spare time, Mike is a triathlon enthusiast. His latest challenge is to set a new world record for the most half Ironman events completed in 12 months.

Event Location

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Location info

GeoSpock, St Andrew's House, St Andrew's Road, Cambridge, CB4 1DL

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