Salamander Advisory builds, fixes and rebuilds the partner channels technology companies rely on to reach customers profitably across the Asia Pacific.
Headquartered in Singapore, with expert delivery from some 50 senior associates across Asia and the Pacific, we bring the senior channel leadership and on-the-ground execution you need to build the right partner ecosystem, repair underperformance, and transform channel models for the next stage of growth. On a defined mandate, with a clear end point.
Choose the situation you’re in
We’re entering or expanding in APAC and the route to market doesn’t exist yet.”
“We have partners, but the channel isn’t producing what it should.” Or “We need help with finance.”
“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.
What our customers say
— Michelle Alphonso, CEO, Pointstar
"'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.”
“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
"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
Case Studies
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01
Six months to exit-ready
An established ERP channel partner in Southeast Asia had one shot at a private-equity sale, and six months to lift profitability enough to close it. Salamander placed a chief operating officer inside the business, focused entirely on pricing, utilisation and cost. The targets were met inside the window and the deal completed.
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02
A first real budget, before year end
A fast-growing deep tech company had never built a proper annual budget, and investors were pressing for it. Salamander embedded a chief financial officer to run the leadership team through a full budgeting cycle and leave behind a method they could repeat. The investor-ready budget landed before the new financial year began.
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03
A story investors and buyers could both act on
A datacentre technology company had a product no one outside engineering could follow, even though it cut data-centre power use and carbon. Salamander placed a chief marketing officer for about a year to build one narrative — quantifying the savings in terms a CFO or sustainability lead could act on. That narrative is still the one the company uses today.
Frequently Asked Questions
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Salamander finds, fixes and rebuilds 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.
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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.
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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.
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Our people are on the ground in Singapore, Hong Kong, Australia and New Zealand, with regional experience across APAC.
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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.
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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 rebuild.
Meet our CEO
Bill Padfield
Co-Founder and CEOBill 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.
Sales ManagerEmmet Marsh
Focused, approachable, and driven by results, our sales manager is all about building strong relationships. They help connect people to the right solutions—with clarity and care.