How Barracuda's Michelle Hodges is using AI to reimagine partner relationships

Leveraging artificial intelligence to build stronger, more genuine partner connections

Takeaways

• Michelle Hodges emphasizes using AI to foster deeper, more authentic connections between vendors and partners.
• Barracuda leverages digital sales rooms powered by AI, offering partners targeted resources and measurable engagement.
• Automation and AI have significantly increased co-sell productivity, expanding engagement from one day per quarter to a full week each month.
• Presence and productivity are key — partners value support that is both accessible and effective.
• Authenticity stands out amid the AI “noise,” making genuine engagement more crucial than ever.

In this latest edition, Barracuda’s, SVP, Global Partners & Alliances Michelle Hodges brings her trademark clarity and candor to one of the biggest questions facing partner leaders today: how to connect more meaningfully with partners in an AI-driven world. Known for her focus on connection, culture and performance, Michelle shares a grounded take on how AI can make every relationship — vendor to partner, partner to customer — more authentic, productive, and human.

A smarter kind of connection

For Hodges, AI isn’t just about efficiency — it’s about connection.

“When I think about AI, I think about how it helps us connect more and be more productive within that connection,” she says. “That obviously leads you to engagement, activation, and co-sell. That’s where I’m placing my bet.”

That mindset is shaping how Barracuda engages partners. What used to be a traditional “co-selling day,” for example, has evolved into something far more powerful.

“We’re re-imagining that to engage and accelerate the relationship,” she explains. “We use digital sales rooms that contain everything the partner needs—target accounts, data, sales plays, scripts, campaigns—and we can measure engagement and refine as we go.”

The impact has been dramatic. With automation and AI overlaying these efforts, Barracuda has tripled the productivity of its co-sell engagements — scaling from one day a quarter to an entire week each month.

“It allows us to sit where partners want us to be,” she adds. “They want you to be present, but they also want to be productive.”

Authenticity wins attention

AI noise is everywhere — and partners are inundated. Hodges’ advice? Look for authenticity.

“Focus on vendors where AI is an authentic and integral part of their solution, not just a new talking point,” she says. “For Barracuda, AI has been core to how we deliver email and application protection for years. That foundation gives us credibility.”

She believes the same principle applies to partner engagement:

“Find vendors who are using AI to grow your business — not just to talk about it. Is this going to help me build my relationships? Serve my customers better? That’s what partners should be asking.”

Culture over fear

When asked how AI has most surprised her team internally, Hodges doesn’t hesitate.

Instead of restrictive councils and approvals, the company encourages every employee to experiment through hackathons and recognition programs.

“We’re all challenged to come up with ideas that make us better,” she says. “Sometimes they’re not sexy — like automating rebate reconciliation — but they free up time to focus on strategy, collaboration and building stronger human connections.”

Her team is already deploying AI agents internally, with a “pretty robust sales agent” live today and plans underway for AI-enabled customer success and partner agents integrated into a new PRM.

“We’ve been asked to identify AI gurus across the organization and invest in their enablement,” she adds. “The pace they’re moving at is phenomenal.”

Closer, smarter partnerships ahead

Looking ahead two years, Hodges believes AI will strengthen — not replace — the human side of partner engagement.

“It’s going to make for better relationships,” she says. “If we deploy it accurately, it’ll bring us closer together — up and down the partner tiers. That’s what drives growth.”

That relationship focus carries through to Barracuda’s partner advisory boards and surveys, where AI’s role in enablement and collaboration has become a key agenda item.

“Anything we do is in service of the value of the relationship,” she emphasizes. “What’s going to help us grow and be stronger?”

Cutting through the noise

Despite the hype, Hodges remains pragmatic about where vendors should lead — and where partners will chart their own paths.

“I can be very clear about what we’re doing and why,” she says. “But I can’t assume partners will do it the same way. They’re running their own businesses.”

Her advice to other partner leaders: communicate your intention clearly, focus on growth, and let AI amplify — not replace — the human element.

“It’s basic communication and intention,” she says. “Be clear about your desired outcomes. For us, it always comes back to connection and growth.”

Note: This article by Kristine Stewart originally appeared on the Spur Reply blog as part of the Partner Speak series. You can find the full article here.