Howdy, partners.
I'm Barbara “BT” Treviño.
Chief Ecosystem Officer & Founder, Howdy Partners · San Antonio, Texas
I operationalize the intersection of alliances, channel, systems, and revenue—then build it into how the business actually runs.
I didn't start my career in partnerships. I started in sales, before tech.
Distributors and resellers were part of my sales cycle from the beginning—pipeline calls, deals, and wins together. I did not call it an ecosystem. It was simply how the business worked.
That experience followed me into tech at Rackspace, then into partner enablement and operations as the hyperscalers grew and companies began separating channel from alliances. I learned the work from both sides: the seller expected to engage and the operator expected to make the motion run.
Partnerships are both an art and a science.
The science is the structure: tools, systems, processes, and data that make partnerships efficient and embedded in the business. Most company infrastructure was built for a direct motion, so partner attribution and activity are often forced into systems that were never designed for them.
After years in operations, I moved into leading partnerships. The art is what the formula cannot reach: trust, timing, judgment, and the people on the other side of the table.
The structure and the relationships were never separate jobs.
Built the infrastructure behind the partnership motion.
Connected Salesforce Communities so partnerships operated inside the same infrastructure as the rest of the business.
Brought Crossbeam data into the BI environment so account mapping could be understood alongside the rest of the business.
Built the program and operating structure for integration partnerships, contributing to the early foundation of the Seismic App Marketplace.
Developed the use case connecting Impartner and Labra so channel and cloud-alliance activity could be viewed together.
How I actually work.
Bias for action. Truth to power. Low tolerance for bullsh*t and inefficiency.
Partnerships can't be something happening off to the side of the business.
They have to be part of how the business works.
Otherwise, you can have a lot of partnership activity without having much of a partnership business.
That's the problem I like solving.
Recognition.
Programs I led earned partner-of-the-year recognition from AWS, Google Cloud, and Microsoft. The awards belong to those companies. The work behind them is what I do.
Woman of the Channel
AWS Global MSP Partner of the Year
Google Cloud Technology Partner of the Year
Microsoft US Partner of the Year
Crossbeam Supernode Keynote
I help companies build better
partnership businesses.
Sometimes the work is strategy. Sometimes it is operations, GTM, systems, data, or marketplaces. Usually it is the combination required to make the partnership business perform.
Start with the Baseline