IFS Ultimo’s mission is to deliver the world’s highest customer-rated EAM solution, and drive sustainable value for our customers. We can’t do that without partners, which is why we are investing heavily in our partner ecosystem. Our goal is to drive significant growth through our partners in the years to come. Our partners are therefore inseparable from our future plans. To match our ambitions, we must develop a world class partner team.
And to develop a world class partner team, we need to attract, retain and grow world class partners.
In this series, we are introducing valuable members of our channel organization that seek to do just that. Each has their own specialty, but everyone has the same drive to achieve partner success.
Today, we introduce our newest team member, Maddy Hawkins. Started at IFS Ultimo in December 2024 as Head of Partnerships – Americas, she will be supporting our partners in the Americas to achieve joint success.
What can you tell about your career and experience in the business?
I have spent the past decade driving growth in the industrial sector, leveraging the power of partner ecosystems to deliver maximum value to end users. I have worked on both sides of the channel, first spending over 7 years with an IBM Maximo partner where I honed skills for business development, sales, operations, and relationship management. It was there that I discovered passion for helping customers across industries achieve better asset management through digital transformation.
After that, I became the VP of Partnerships for a Toronto-based Industrial AI software startup, building a high-performing partner program from the ground up.
And in August of 2022, I joined the elite global channel team at Boston Dynamics as Director of Partnerships for Enterprise Asset Management (EAM), helping to structure and scale the commercialization of the world’s first quadruped robot.
With a deep focus on EAM, I have consistently built partner ecosystems that create meaningful impact for industrial customers through end-to-end solutions, value-add offerings, and specialized services.
Why did you choose to join IFS Ultimo?
My decision to join Ultimo came down to three key factors: people, product, and opportunity.
People: Ultimo is building an absolutely powerhouse team of EAM market leaders, specifically in North America, and I am proud to be a part of that team. I have known our sales leaders in North America, Candi Robison and Tina Scott, for about 10 years, and have no doubt that their legacy experience with Maximo will translate to huge market growth for IFS Ultimo.
Product: I believe that Ultimo fills a gap in the market where customers are looking for a robust, purpose-built EAM that is easy to use without the complexity associated with deploying other solutions. When you start digging into the technology, it’s really impressive to see how it compares to some of the other leaders in the space.
Opportunity: I have been around EAM for the past decade and found a passion for helping asset management and reliability leaders transform their organizations through the use of leading technology. While Ultimo is not a new company or new solution, it is new to North America. It’s incredibly exciting to have the opportunity to help disrupt and build this new market.
What can partners expect from you?
I bring a unique perspective to channel partnerships because in the last decade I’ve experienced both sides of the channel. My involvement in numerous strategic partnerships has provided me with valuable insights into what drives success and what to avoid. Over the past three years, I have been dedicated to building strategic partnerships and driving channel sales, leveraging my experience to deliver results. I’m a firm believer in the power of ecosystems and am passionate about advocating for my partners to achieve shared goals. I’m not afraid to tackle complex challenges head-on and finding creative ways to maximize value for all parties. My partners will find that I value open communication and strong relationships built on mutual trust. There is always a lot of work that goes into building a successful partnership, but if both parties are committed, one thing I have found to be true is that we will also have a lot of fun along the way.
What do you do in your spare time?
All free time these days is dedicated to playing with my one-year-old daughter. Her favourite things to do right now include peek-a-boo (500 times a day) and having dance parties. On the weekends I love hiking and exploring nearby farms, vineyards, and breweries with my family including my 13-year-old yellow lab.
