This year’s partner retreat brought together senior decision-makers and C-suite leaders from 26 of Appfire’s top-performing Flame and Ignite partners, each recognized for contributing $1M+ in annual gross billings. Held against the backdrop of the Scottish countryside, the retreat was more than an event. It was an intentional, curated experience designed to deepen relationships, align on shared priorities, and celebrate the momentum we’re building together.
With the grand SCHLOSS Roxburghe estate as our gathering place, we connected face-to-face, had real conversations about the road ahead, and shaped a collective vision for what’s next — all with a dose of Scottish charm.
Partner-led strategy, feedback, and collaboration
The week’s core themes were:
- Accelerating cloud adoption with Appfire and our Cloud Advantage Alliance
- Building for the future through Systems of Work
- Scaling together with the teams, tools, and investments Appfire continues to make in our ecosystem
The agenda reflected the energy and depth of our partner program. Sessions included:
- A warm welcome from EVP of Global Channel and Field Operations Colin Puckett, highlighting how Appfire’s expanding channel program unlocks new opportunities for co-creation and shared success.
- An innovation overview from Chief Product Officer Andy Boyd, with updates on product enhancements and ecosystem expansion.
- A session with Appfire’s VP of Strategic Alliances, Christian Lane, and Atlassian’s Head of Product Management, Patrick Richardson, exploring how Appfire is helping solution partners align with Atlassian’s System of Work, uncover new GTM opportunities, and grow with the ecosystem.
- A focused look at Appfire’s evolving migration support and partner engagement strategies from President Bob Nicholson.
We also hosted three interest-driven breakouts:
- An executive luncheon with Bob and CEO Matt Dircks for candid discussions on strategic change.
- A marketing deep dive with VP of Demand Generation Erin Hannaford and Director of Channel Marketing Robin Graham on lead gen, enablement, and co-marketing.
- A technical track with VP of Solution Architecture Chris Pepe and VP of Product Management Zoltan Szalas on app packaging, migrations, and continuous improvement aligned with ecosystem needs.
Additional highlights included a partner panel featuring in-the-trenches insights from ecosystem leaders, including Strategic Channel Advisor Steve Cross, on market trends and challenges. The event also included dedicated 1:1 sessions with each partner and their Appfire Channel Manager to workshop strategy and identify new opportunities.
Momentum meets meaning — with a bit of Scottish flair
Of course, we also made time to unwind and take in the local culture, from falconry and archery to whiskey tastings and walks through the countryside.
“Our vision was to raise the bar on every aspect of the retreat experience, from hospitality to strategic planning,” said Colin. “And our partners met us there with curiosity, insight, and open dialogue. Whether we were diving into strategy or standing on the archery range, the energy was focused and future-facing. We walked away with clarity, connection, and renewed alignment.”
Feedback from attendees reflected just that: a one-of-a-kind experience, an honest, collaborative atmosphere, and a shared sense of readiness to navigate change and shape it.
“We can’t say this enough: we obsess over our partners,” Colin reflected. “We’re grateful to everyone who joined us in Scotland. Your candor, ideas, and energy make this ecosystem so dynamic. You’ve left us inspired — and ready to grow together in bold new ways.”