We asked select members of the RSPA NextGen 50 Under 40 Rising Stars to share their insights on how they find, evaluate, and strengthen partnerships within the retail IT channel ecosystem. Sharing their perspectives are:
- Maddie Stockwell, Global Payments
- Allie Haskell, CBS Northstar
- Tyler Horsely, Winstar Payments
- Kirsten Ingersoll, Electronic Office
- Christin Trilone, Star Micronics
- Maddy Howerin, NewBold Technologies
- Brandon Sauer, RSS
1. Where do you look when seeking new partners?
Howerin: We don’t sit back and wait for the right partners—we go find them. From platforms like LinkedIn to industry trade shows, groups like RSPA, and key industry forums, we stay plugged into where innovation is happening. That’s where you find the companies pushing boundaries—and the partners worth building with.
Stockwell: Seeking new partners, I rely heavily on my networking connections and current partners. These are always great sources for trusted referrals and warm introductions. The RSPA is a great place to find new partners through existing connections.
Haskell: I pay attention to who operators are already trusting. If a brand or partner keeps coming up in conversations organically, that’s usually a signal worth digging into. And honestly, some of the best partnerships come from introductions within your existing network — people who already know how you work and can vouch for both sides.
Horsely: Trade shows are a good start for meeting new partners who are looking to branch out; however, the best referrals come from existing partnerships you’ve carefully built and dedicated time to.
Sauer: Our typical search involves a combination of trade shows, networking via LinkedIn and other social media platforms, and cold calling.
Ingersoll: RetailNOW is where we typically look. We always make a list of companies we would like to get more information about at the show before going; this really helps us stay on track with our goals for the show. We also like to talk to other member companies similar in size and demographics to get a feel for who they do and don’t like working with — and why.
Trilone: We look for partners who are deeply engaged in the POS and retail technology ecosystem — especially those active within industry communities like RSPA. Trade shows, industry events, peer recommendations, and technology integrations are all important ways for us to connect. We also look for companies that are innovating in retail, hospitality, and emerging verticals, and that prioritize customer experience and long-term relationships.
2. What helps youdetermineif a potential partner is the right fit?
Haskell: It comes down to alignment in how we think and operate, not just what we sell. Culture speaks louder to me than money.
A good partner understands the real-world challenges of operators and isn’t just pushing features — they’re focused on outcomes. They’re responsive, and they’re willing to collaborate, not just co-exist.
I also look at how they show up when things aren’t perfect. Anyone can look good in a pitch. The real test is how they handle friction, urgency, and problem-solving. If we can trust them in those moments, that’s when you know it’s the right fit.
Stockwell: I think it’s a few things: shared values, mutually beneficial opportunity potential, transparency, and communication. At the end of the day, you want to do business with people you like and respect.
Trilone: Alignment matters. Shared values, strong communication, customer-first thinking, and complementary technology are key indicators of a successful partnership. This year, we are focusing a lot on labeling and printing with our KDS (kitchen display system) partners in the kitchen, along with order accuracy.
Horsely: Knowing how to ask the right questions, being an expert on leveraging what makes you different, and demonstrating how this can add value to new potential partners are key. How can we mutually make each other better within the industry and combine our knowledge base for an unmatched experience for existing and new clients alike?
Ingersoll: A mutually beneficial partnership is what we look for. Being one of the — if not the smallest — VAR member companies in the association, it is important that the partnership agreement is fair to both parties and not just benefiting the big players.
Howerin: What ultimately determines the right fit for us is mindset. We look for partners who want a true, collaborative relationship—not just a transactional engagement. NewBold performs at its best when there’s a shared commitment to working together, solving problems, and building something long-term.
We’re also drawn to partners who are on the cutting edge of technology—those who are constantly pushing forward and challenging the status quo. The best relationships are the ones where we drive our partners forward just as much as they drive us, creating momentum and innovation on both sides.
3. What’s one piece of advice would you share with others looking to strengthen their partnership strategy?
Stockwell: Partnerships are ultimately relationships. In relationships, communication, transparency, and caring are key. Bringing these values into your partnerships is critical for mutual trust and ongoing success.
Ingersoll: Use your resources! Your RSPA Member Services Manager is always ready to help guide you to companies that may be a good fit. Network! Find companies like you and pick their brains.
Haskell: The strongest partnerships are built on clarity — clear expectations, clear communication, and clear value on both sides. If you don’t define how you’re going to work together, someone’s going to fill in the gaps … and it usually doesn’t go well.
Also, move faster. Too many good partnerships stall because people overthink instead of just starting. Get aligned, test something small, and build from there.
Horsely: The Three B’s: Be humble, be knowledgeable, be available.
Sauer: Get involved in networking events and have face-to-face conversations. Anyone can pick up the phone, send an email, or book a meeting — but making an effort to intentionally spend time with your prospects (and seeing how receptive they are to meeting) can be a game changer for any potential partnership campaign. The success of our partnership channel is directly coupled with partner engagement.
Howerin: At NewBold, we have a simple philosophy: it’s all about the “WHO.” We don’t just look at what a partner does—we look at how they show up. Who’s willing to go the extra mile? Who treats the relationship like it’s truly shared? Who’s in it for the long haul?
The reality is, the best partnerships aren’t transactional—they’re built on trust, accountability, and a mindset of winning together. That’s why many of our strongest partnerships have lasted 20+ years.
When you get the “WHO” right, everything else follows.
Trilone: Focus on relationships over transactions. Long-term success comes from trust, transparency, and a shared commitment to growth.
