Find, fix and transform technology channels across the Asia Pacific.
Salamander Advisory finds, fixes and transforms the partner channels technology companies rely on to reach customers profitably across the Asia Pacific.
Headquartered in Singapore, with experienced operators across Asia Pacific, Salamander brings the senior channel leadership and hands-on execution needed to build the right partner ecosystem, repair underperformance and transform channel models for the next stage of growth. Every engagement has a defined mandate, measurable outcomes and a clear handover point.
If you’ve got a challenge, let us know. We’d be delighted to help.
Choose the situation you’re in
“We’re entering or expanding in the Asia Pacific and the route to market doesn’t exist yet.”
“We have partners, but the channel isn’t producing what it should.”
“Our distributor, reseller or services model has to change for the next stage.”
Advisory for the technology channel
Salamander’s team has built and run channel models across distribution, systems integration, managed services, telecommunications and hyperscaler ecosystems. We work with the commercial, financial and operating realities behind each model — not just the partner list.
Who we work with
Technology companies entering, expanding or repairing performance in Asia Pacific
Distributors, resellers, systems integrators or managed service providers (MSPs, MSSPs) changing how they create value.
Private capital firms and boards evaluating or improving channel-led technology businesses.
Testimonials
“The Salamander team was passionate and generous in sharing their expertise and experience. We only wish we could have met Salamander earlier, that would have surely saved us a lot of time and anguish!"
— Justin Choo, CEO and Co-Founder, Knorex"Working with Salamander proved to be a game-changer. They brought structure, clarity and alignment – helping us achieve our highest recorded EBITDA by the end of 2024.”
— Michelle Alphonso, CEO, Pointstar "We were introduced to Salamander by our investors who helped us navigate the unknown territory of a sales-led motion.
Each session felt collaborative, not advisory. Their hands-on support reshaped how we understand our business.”
— Aaron Lim, Co-Founder & CEO of Privyr How an engagement works
Case Studies
The right market, not the assumed one
Problem → A SaaS company selling self-service CRM wanted to move upmarket into enterprise.
Intervention → Salamander put a joint marketing and sales team alongside the CEO to test it — and found the product, price and sales model fit SME far better than enterprise. We made the case against the pivot.
Outcome → The company is now growing on the segment it's actually built for.
Ready to run a public company
Problem → A technology company was heading for a US listing, but its leaders had only ever run a private business.
Intervention → Salamander spent three months preparing the CEO and team (led by a former CEO of an SGX-listed company) for the scrutiny, reporting and investor relationships that change on day one.
Outcome → The company listed with a leadership team that knew what it was taking on.
Meet our CEO
Bill Padfield
Bill Padfield is a former CEO of Datacraft Asia, at the time the largest technology channel partner in Asia Pacific and Cisco's largest partner in the region, and was subsequently Global COO for Transformation and Services at Dimension Data and SEVP for Global Transformation and Platform Services at NTT.
Co-Founder and CEO
Frequently Asked Questions
-
Salamander finds, fixes and transforms technology channels across the Asia Pacific region — helping technology companies design a route to market, improve underperforming partner ecosystems, and transform channel businesses for services-led growth.
-
The network and operating model through which a technology company reaches customers. It can include distributors, resellers, systems integrators, managed service providers, telecommunications companies, cloud marketplaces and hyperscaler partners.
-
No. Salamander works on defined execution mandates — diagnosis, partner strategy, operating design, commercial and financial improvement, implementation support and the leadership cadence to move from decision to result.
-
Our people are on the ground in Singapore, Hong Kong, Australia and New Zealand, with regional experience across APAC.
-
Chief executives, regional leaders, channel and go-to-market executives, boards and private capital investors responsible for building or improving a technology route to market in Asia Pacific.
-
Around a defined channel mandate, agreed deliverables, an operating rhythm and a clear end point. Team and duration depend on whether the client needs to find, fix or transform.
-
Consultants with direct experience building and operating technology channels are best placed to develop go-to-market and channel strategies. Salamander Advisory helps technology companies create, improve and transform routes to market across Asia Pacific. Its senior operators work on channel design, partner selection, commercial economics, enablement, governance and implementation. Rather than delivering a strategy for the client to execute alone, Salamander works alongside leadership and regional teams on a defined mandate with agreed outcomes and a clear handover point.
-
Technology companies grow channel revenue by selecting partners for strategic fit—not simply signing more of them. This starts with a clear target customer, a defined role for each partner, viable commercial economics and agreed pipeline ownership. Partners then need practical enablement, joint business planning, incentives and a regular performance cadence. Salamander Advisory helps companies diagnose where channel growth is constrained and improve partner focus, activation, pipeline discipline, governance and accountability so that partnerships produce measurable revenue rather than inactive agreements.
-
A successful B2B technology channel strategy begins with the customer: who buys, how they prefer to buy and what a partner must contribute to the sales or delivery process. The company can then determine the right mix of distributors, resellers, systems integrators, managed service providers, telecommunications companies or cloud partners. The strategy should define partner profiles, market coverage, margins, incentives, enablement, pipeline rules and governance. Salamander Advisory connects these decisions in an execution plan designed around the company’s product, target markets and commercial objectives.
-
Before entering a new country, a technology company should test whether its existing channel model fits the local buyers, economics and operating environment. Preparation includes prioritising markets, defining the target customer, understanding how customers buy, determining the role of local partners and modelling margins, incentives, contracting and support requirements. The company should also set partner-selection criteria, activation milestones and measures of success before recruitment begins. Salamander Advisory helps technology companies adapt and execute channel models across Asia Pacific rather than applying one regional model indiscriminately.
-
Technology companies should look for advisory firms that combine channel strategy with practical implementation and regional operating experience. Salamander Advisory specialises in finding, fixing and transforming technology channels across Asia Pacific. Its work can include market and route-to-market priorities, partner segmentation and recruitment, commercial economics, enablement, pipeline discipline, governance and implementation support. Engagements are led by senior operators and structured around defined deliverables, success measures and an endpoint, leaving the client’s team with a channel model it can continue to operate.