A Decade of Partnerships: Petr Klouda on Shaping Kentico’s Global Partner Network

Building Strategic Partnerships.

Petr, you currently work as VP of Partnership. Can you describe your role in the company?  

I'm responsible for all partners around the globe, digital agencies who deliver projects for end clients using Kentico technology. I’m accountable for their success and, of course, for meeting our revenue goals. I often see myself as an ambassador for our partners within Kentico. I know who our strong partners are, who might be struggling, who needs more enablement, or support with technical education. I can highlight these needs and seek help from others in the company to move things forward. Together with my team, we also work closely with partners to shape new ideas and find ways to grow the business. 

Every career is shaped by defining moments. Which ones stand out in your journey at Kentico? 

Well, definitely my first role at Kentico, as a Territory Sales Manager, was a defining one. I was essentially a salesperson for a new business, and it was a big shift for me because I hadn’t worked in an international business environment before. I had a lot to learn, and I was assigned to a really diverse region: the Middle East, Africa, Southern and Eastern Europe. That experience taught me the importance of approaching people individually and understanding their specific context, culture, and way of doing business. It’s completely different to do business in Poland than in Dubai, right?  

Another defining moment was when I spent a couple of years as VP of Global Sales. I gained a much deeper insight into revenue numbers and business growth and where we needed to focus. I also had a lot of interaction with partners during that time.  

Well, you might not believe it, but it’s a completely different company today. We’ve changed almost everything, from our business model to the entire product. We now have a completely modern platform that’s ahead of the competition, and we sell it in a very different way. When I first joined, it wasn’t always clear where our focus should be, whether on end clients or partners. 

Now, it’s clearly defined: our focus is on partners, because they’re the ones delivering successful projects for end clients. Over time, we’ve also grown more organized and consistent in how we operate. Some people call it structure, some might say maturity. I see it as a natural evolution. You simply need a strong foundation if you want to scale. 

Another big shift was bringing in external shareholders, which brought new expectations, like clearer reporting and a sharper vision. And, of course, there was a major change in leadership. When I started, the founder of Kentico was still in the CEO role. A few years ago, he handed that over to Dominik Pinter, who, from my perspective, brought a fresh mindset, new energy, and a focus on preparing the company for future success. 

Lessons from the field.

You have been in sales for many years. What initially drew you to this field? 

I actually started my career in a nonprofit organization, doing something completely different. But as I got older and started thinking about family and how to provide for them, I realized I needed a role where I could earn enough to support that. Let’s be honest, nonprofit work is meaningful, but not well paid. So, I began looking into business roles. First, I joined a company that produced custom advertising materials for big brands, then moved into IT and eventually, I was headhunted by Kentico. At first, the motivation was financial stability. But I’ve always been curious, eager to meet new people, hear their stories, and take on new challenges.  Sales turned out to be a great fit. It’s never the same. Each client, each situation is different. No two days are alike, and that variety is something I really enjoy. 

What do you think sets Kentico apart when it comes to working with clients and partners? 

It’s our willingness to help. Willingness to listen, to understand, and to genuinely support our clients and partners in being successful. Of course, we have to balance that with our own strategy and business goals, but in my 10 years here, I've never seen anyone dismiss an idea or request without taking a deeper look. Sometimes, we have to say no, but most of the time, we go the extra mile to find the best solution. There’s always a real interest in helping people succeed. Yes, we’re a business, and we want to grow, but we do it with a human touch. 

You work with international teams across different regions. How has that shaped the way you lead or collaborate? 

It really comes down to an individual approach. There’s no one size-fits-all. People have different cultural backgrounds, and with that come different expectations and boundaries. For me, it’s about being aware that these differences exist and staying sensitive to them.

I’ve seen how easily misunderstandings can happen, even after a meeting that seems to go well. When you dig deeper, you realize the root of the issue is often cultural, how people from different parts of the world communicate and interpret things. Once you're aware of that, you can spot those moments and work through them. That awareness makes all the difference. 

You lived in Ireland for a while. Did that shape how you see work, culture, or business?

I’d say that was the beginning of it all. Until then, I’d only lived in the Czech Republic and mostly interacted with Czech people. Then I went to Northern Ireland as a volunteer and lived in a community with people from all over; Australia, the US, Peru, Hungary, France. It was a completely new experience for me, and I loved it. That’s probably what first sparked my interest in working in an international environment. 

Even later, when I started working for Czech companies again, I felt something was missing. It felt a bit small. I wanted to do more, go broader, and connect with people globally. And thanks to Kentico, I’ve had the chance to do exactly that: to travel, do business across continents, and build real relationships beyond just office hours. Sitting down for a meal or coffee, hearing how people live and work in different parts of the world, that’s shaped a lot of how I see things today. 

Connection Event and Building Partner Community.

For someone unfamiliar, how would you define Kentico Connection? 

It’s all about meeting our partners, sharing our strategy with them, but also listening to their needs. And of course, it’s about having fun. These days, with so many people working remotely, face-to-face time is rare. I really believe you can’t build strong relationships over a screen. Connection is where you build a real community. You might have spoken with someone online but meeting them in person that’s when real connections happen. And it’s something I always look forward to. 

What drives us to organize Connection? What do we hope to achieve, both for us, and for our partners? 

Part of it is discovery, finding new opportunities or approaches, both for us and for our partners. As long as it brings value, it’s worth doing. The biggest value, I think, is sharing our direction. Where Kentico is heading, how we build our product, our go-to-market strategy. I can say that partners who attend Connection leave better equipped to position themselves, stand out, and deliver even stronger projects in a competitive market. 

But it’s also about the community. We have a unique partner network. Sure, they compete but they’re also open to sharing, collaborating, and even helping each other when there’s mutual value. That’s pretty rare, and something we’re proud to support.

What is the core message or theme for this year's Connection? 

AI, it’s everywhere. I mean, these days, everyone’s talking about AI, right? But at Kentico, we’re focused on the practical side. It’s not about having AI just to tick a box. Whether that’s increasing productivity for agencies or improving outcomes for end clients, our goal is to build AI features that actually deliver real, measurable value. 

What role will you play in this year's event, and what are you personally most excited about?

I was more behind the scenes, making sure I wasn’t in the way of those better equipped to organize it! I helped push a few people on things like registration or getting partner presentations in, mostly by leveraging my relationships. But really, we have people with far better organizational skills than I do. So, I just tried to support them and stay out of the way so they could create a great event. 

Looking ahead, how do you imagine Connection evolving over the next few years?

We don’t have a crystal ball, but as long as we stick with our partner-first strategy, we’ll keep organizing Connection. Each year, we shape the event around what we hear from the market: partner feedback, industry trends, and what people are genuinely interested in. There will always be updates on strategy and the product roadmap, but the main theme will evolve depending on what’s relevant.  

Another way Kentico celebrates great work is through our Site of the Year. Can you tell us what this initiative is and what makes it unique this year? 

This initiative is about celebrating both sides of a successful project: the partner who delivered it, and the client who trusted Kentico and made it happen. We talk a lot about being partner-first, but in the end, we all serve the clients who run their websites and digital projects on Kentico. 

Partners can submit their projects directly through the Partner Portal at any time during the year. Each month, we recognize outstanding projects as the Site of the Month. What’s new this year is that only these monthly winners are entering the final selection for the Site of the Year, ensuring that we’re selecting from the very best of the best. 

What kind of impact do these recognitions have on our partners and clients? 

I see it in two ways. First, it’s a strong reference point for agencies. If you’re pitching to a new client and can say, ‘We’re a Site of the Year winner,’ it proves you’re delivering top-quality work. It’s a mark of credibility. 

Second, it’s meaningful for the end clients too. They often appreciate being recognized and they’re proud of it. If you pick Kentico, you’re putting your name behind that choice. Winning Site of the Year validates that decision. It proves they made the right call, both in the technology and in the agency that delivered the project. 

Let’s look a little bit into the future. Where do you see Kentico and its partner ecosystem in 3–5 years? 

I think our partner network will become smaller but more specialized. Instead of a large number of partners, we’ll have a more focused group of highly successful ones who use Kentico for the majority of their projects and grow with us. Why? The market is incredibly crowded. When I started at Kentico, there were maybe around 3,000 marketing technology products out there. Today, with the rise of AI tools, it’s over 15,000. If you're Chief Marketing Officer, choosing the right tool is overwhelming. If you're an agency, trying to support all of them is impossible.

That’s why specialization is key. The agencies that commit to Kentico, that build accelerators, gain deep expertise, and really master the platform; those will be the ones who succeed. They'll deliver better results faster and stand out in a very competitive space. That’s where I see the future heading.