We break down the real difference between partner enablement and partner engagement, why the words get mixed, and how that confusion hurts growth. Then we map a practical system that unites capability with commitment using segmentation, incentives, trust, and better measurement.

• Enablement as capability across technical, sales and marketing tracks
• Engagement as motivation shaped by trust, incentives and joint planning
• Segmentation-driven journeys for emerging and strategic partners
• Outcome-led learning and co-selling motions
• Metrics for enablement and engagement and how to correlate them
• Cultural levers to reduce conflict and increase commitment
• Self-assessment to find overinvestment and gaps
• Practical next steps to raise both curves together

Feel free to send a note or drop a comment on how are you balancing enablement and engagement in your world right now.

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We lay out why co‑sell has become non‑negotiable for vendors and partners and how to make it work with hyperscalers and marketplaces. Clear roles, aligned incentives, shared data, and trust turn scattered efforts into a repeatable revenue engine.

• Buyer shift to cloud marketplaces and committed spend 
• Why resale margins thin and solution bundles grow 
• What co‑selling is versus lead trading 
• Hyperscaler programs, quota retirement and marketplace paths 
• Common failures from vague roles and weak data flows 
• Nearbound intelligence and building trust first 
• Enablement, joint value narratives and ready‑made plays 
• Operating rhythm, mapping, attribution and measurement 
• A simple starter checklist for first wins

Send us a topic suggestion for the next episode, and we'll see you next Chewsday for another channel challenge to chew through together.

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Ashby Lincoln, with 35 years of IT industry experience, shares how honesty and technical expertise have been the foundation of his channel business for over two decades.

• Building a successful channel business requires bringing value to both customers and OEMs
• The Verinext approach focuses on truth-telling ("veri" = truth in Latin) and understanding customer needs before recommending solutions
• Channel ecosystem will transform through AI from transactional to business outcome-driven experiences
• Market will double in next five years with greater focus on marketplaces, cloud, and as-a-service models
• Effective OEM partners provide simple channel programs, field sales support, relationship-building approach, and backend incentives
• Constantly reinventing yourself is essential to staying relevant in the channel

Don't forget to subscribe, rate and leave a review on your favourite podcast platform. Every bit helps us grow and reach more future channel leaders like you.

Channel Voices is currently sponsored by Meter.

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How do you build a thriving channel ecosystem? When does a partner become truly valuable? And what's the real story behind AI in cybersecurity?

Alex Glass brings his wealth of experience from Dell, Rapid7, Duo Security, Tessian, and now Expel to tackle these questions head-on in this conversation about partner strategy and cybersecurity trends.

With a career spanning individual contributor roles to leading global channel organisations through IPOs and acquisitions, Alex offers a unique perspective on what makes partner relationships work. He reveals Expel's strategic approach to partner development, including their dedicated focus on nurturing high-potential "growth partners" alongside established revenue generators.

Alex unpacks the reality behind generative AI in cybersecurity following the RSA Conference. Beyond the marketing hype, he explains how Expel integrates AI to enhance their MDR service with practical applications that deliver measurable results - including a remarkable 91% SOC analyst retention rate. For partners looking to navigate the AI landscape, Alex provides actionable insights on upskilling teams, evaluating ethical considerations, and understanding evolving regulations.

Perhaps most valuably, Alex shares what he wishes he'd known before starting his channel career - that this powerful ecosystem even existed. His journey highlights how channel partnerships consistently drive higher-quality pipeline, better conversion rates, and larger deals than other go-to-market approaches.

Whether you're a seasoned channel professional or just beginning to explore partner ecosystems, this episode delivers essential insights on building scalable, sustainable partner relationships in today's rapidly evolving cybersecurity landscape.

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Ever wondered why some partner incentive programs drive remarkable growth while others barely move the needle? The answer lies not just in the rewards offered, but in the psychological principles that motivate human behavior.

In this thought-provoking conversation with Samer Mihyar, Channel Marketing Leader at Kodak Alaris for EMEA and SEAC regions, we decode the psychology behind truly effective partner incentivisation. Samer reveals why the traditional approach of relying solely on cash or rebates consistently fails to build lasting partner loyalty, and shares the three fundamental principles that successful programs must follow: strategic alignment, engagement beyond sales, and simplicity with transparency.

Drawing from his extensive experience, Samer takes us through the psychological theories that explain partner motivation – from self-determination theory to behavioural economics concepts like loss aversion. He demonstrates how understanding these principles allowed him to transform underperforming partner relationships into collaborations that delivered 20-30% year-over-year growth.

We explore common pitfalls that doom incentive programs from the start, including the one-size-fits-all approach that fails to recognise different partner types have fundamentally different motivations. For smaller partners, cash incentives might work wonders, while enterprise partners may respond better to co-marketing funds or lead sharing opportunities.

Looking to the future, Samer predicts how AI, gamification, and sustainability will reshape partner incentives, potentially allowing for unprecedented personalisation. But his most valuable insight might be his parting wisdom: "Channel success isn't just about sales numbers – it's about relationships, trust, and alignment." This episode provides a masterclass in building incentive programs that drive results while strengthening your most important partner relationships.

Whether you're revamping an existing program or building one from scratch, this episode delivers actionable insights for creating incentives that truly resonate with your partners and deliver measurable business results.

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What happens when a partner crosses to the vendor side? Brian Hibner brings a refreshingly honest perspective on channel leadership from his journey as a former Deloitte partner who now leads Flexera's global alliance strategy.

Brian's guiding principle—"customer first, partner second, Flexera third"—stems from his firsthand experience as a partner dealing with vendors who prioritised their own interests. He reveals how this customer-centric approach has transformed Flexera's partnerships, creating genuine trust that directly translates to business growth. One European partner recently told him, "The stuff you said you would change last year based on our feedback—you actually did it. That's why we're doing more together."

The conversation explores the evolving partner ecosystem spanning traditional resellers (who face margin pressure), pure services organisations, and technology platform alliances. Brian details Flexera's investments in dedicated engineering resources for partner-specific capabilities, enabling rapid development cycles that demonstrate their commitment to partner success.

Perhaps most fascinating is Brian's insight into Flexera's recent acquisition of NetApp's Spot. Instead of disrupting the existing partner network, Flexera adopted a "don't break anything" philosophy that prioritises stability and understanding before integration. This approach has turned concerned Spot partners into enthusiastic advocates exploring Flexera's broader portfolio.

For channel professionals at any stage, Brian's journey highlights the crucial importance of continuous learning. Despite extensive consulting experience, he had to quickly adapt to the unique rhythms of software business cycles and diverse partner models. His advice? Listen more than you talk, and show up consistently as the partner who genuinely supports your partners' business success.

Subscribe now to hear more conversations with channel leaders who are transforming how partnerships drive business growth!

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Tony De Freitas brings his wealth of channel expertise to Channel Voices, sharing powerful insights on creating exceptional partner experiences that drive real business growth. Having transformed five partner ecosystems throughout his career at Microsoft, Adobe, Salesforce, and now Mimecast, Tony offers a masterclass in treating partner programs as products deserving strategic investment and continuous evolution.

At the heart of our conversation are the seven critical elements Tony has identified for exceptional partner experiences: personalization, integrity, expectation management, resolution capabilities, empathy, friction reduction, and continuous innovation. These elements form the foundation of programs that partners genuinely value and actively engage with. Tony emphasizes that "a partner-first approach cannot just be a tagline—it needs to be in your culture, vision, and execution" to truly succeed.

We explore practical approaches to measuring partner satisfaction beyond basic metrics, delving into NPS, engagement rates, retention, and time-to-value measurements that provide meaningful insights across different partner segments and maturity levels. Tony shares a compelling case study from Mimecast where streamlining their deal registration process dramatically accelerated both registrations and conversions, proving that focused improvements to partner experience directly impact revenue growth.

Looking toward the future, Tony discusses how AI will reshape partner experiences, while emphasizing that companies must be strategic in their technology investments. He cautions against viewing partner experience as a one-time investment rather than a continuous evolution, noting that partner expectations constantly rise as they compare experiences across multiple vendor relationships.

This episode is essential listening for anyone responsible for channel strategy, partner programs, or ecosystem development. Tony's parting wisdom—that culture and accountability will always outweigh strategy—serves as a powerful reminder that people ultimately drive successful partnerships, not just processes.

Subscribe to Channel Voices for more conversations with industry leaders sharing practical insights to elevate your channel strategy and partner relationships.

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Unlock the secrets of successful channel partnerships with industry veteran Kevin Homer, as he takes us through his compelling journey in the channel industry. With over two decades of experience and valuable lessons from his mentor, Kevin shares how the art of trust and relationship building can transform businesses. He recounts a memorable story from his early days at Fishnet, where the power of a trusted partner opened doors and provided instant credibility. Kevin's insights reveal why treating channel partnerships with care can pay off in long term success and market reach.

Kevin discusses leveraging distribution partnerships, gives the example of partnering with TD Synex at Iterate.ai and how this relationship simplifies reaching thousands of resellers. As we dive into international partnerships, Kevin highlights the importance of aligning with skilled and motivated partners to drive growth, particularly in collaboration with hardware manufacturers.

Gain a deeper understanding of the complexities of channel GTM strategies and how embracing these models can lead to transformative business growth.

Kevin's LinkedIn Profile
Iterate.ai website

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Unlock the secrets of modern IT channel partnerships with Philip Wegner, the CEO of TechGrid. Discover how his remarkable journey from the telecommunications sector to founding TechGrid shaped his understanding of the evolving IT landscape. Philip shares how the limitations of traditional infrastructures fueled his ambition to create a groundbreaking platform for the digital age, revealing the essential role of digital transformation in the channel model.

Explore the nuances of shifting from a product-centric to a customer-centric approach, with a focus on real-time tracking, special pricing, and seamless integration across multiple tiers. Philip unpacks the challenges vendors face in standardizing operations and the critical importance of API-first frameworks in simplifying reseller and MSP processes. Drawing parallels to consumer expectations, he emphasizes the need for efficiency and immediacy in B2B transactions, urging industry professionals to embrace these changes for enhanced customer experiences.

Philip shared the link to the summary of the API Mandate sent out by Bezos.

Philip's LinkedIn Profile

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Embark on a transformative journey with us as Peter Hancock unravels the secrets behind Asimily's strategic pivot from direct to channel partner sales, a move that has revolutionized their global market presence. With Peter's vast experience, including his tenure at Symantec, he brings to light the critical role of executive backing in such a bold transition. We talk about crafting and ecosystem building, addressing the complex issues customers face in the realm of cybersecurity for connected devices.

As we navigate the intricacies of channel program development, Peter lays bare the approaches that have spurred exponential growth. He shares the ins and outs of implementing deal registration, margin programs, and the adaptation of sales strategies that resonate globally. The conversation takes a deep look at how Asimily values the contributions of its partners, recognizing them through initiatives like the founding members program, and emphasizes the importance of listening to partner feedback to refine the sales process, making it a mutually beneficial journey for the company and its partners.

Our episode closes by exploring the art of nurturing robust channel partnerships, where trust and respect for a partner's brand reign supreme. With Peter's guidance, we dissect the nuances of sales team education on the dynamics of partnerships, and how competition can be a catalyst for growth through strategic programs. We also touch on the future direction of Asimily's channel program and the keys to forging successful relationships that pave the way for achievement. Join us as we share wisdom from a distinguished channel sales veteran and celebrate the milestones that define a successful channel partner program.

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Unlock the secrets to amplifying sales through the power of partnership with our latest episode featuring the insightful Rachel Tuller. Together, we navigate the shifting landscape of co-selling, a strategy that when executed with precision, can transform partners into a formidable sales force. 

Embark on a journey through the building blocks of a prosperous co-selling framework, where Rachel and I discuss the critical elements of partner enablement, including aligned messaging and joint marketing efforts. We reveal the magnetism of incentives through a case study that showcases the synergy of tech giants, and we stress the importance of meticulously choosing partners with the right mix of skills and market influence. Discover how strategic communication and the optimal allocation of channel team resources can be the linchpin in cultivating enduring and fruitful partnerships.

As we round off the episode, we probe into the tactical side of co-selling, where careful planning and a unified sales force are paramount. Rachel also shares her expert advice on the role of technology, from leveraging CRM systems to fine-tuning data collection, ensuring your partnerships are not only aligned but also measurable and driven by success. Grasp how channel leaders can craft winning scenarios for all involved parties—manufacturers, vendors, and, most crucially, customers—turning co-selling into a game-changer for your business. Tune in and equip yourself with the strategies to thrive in the world of collaborative selling.

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Unlock the secrets to a thriving sales ecosystem where direct and channel sales don't just coexist, but amplify each other's success. Mike Coleman, the channel chief at First Orion, joins us to share his insights into how a robust partner ecosystem can catapult your market reach to new heights. If you've ever wondered how to foster a harmonious and effective division of labor between direct and channel sales, this conversation with Mike will illuminate the path. We also take a deep dive into First Orion's innovative branded calling technology that's setting the telecom world abuzz, enhancing call center connections and creating a win-win for agents and customers alike.

As we peel back the layers of channel sales strategy, we confront the myths head-on, dispelling the fog around costs and average selling prices. The episode is a masterclass in the scalability of channel models, detailing the timing, balance, and strategic implementation that can redefine your approach to revenue growth. Mike, with his channel expertise, not only demonstrates how First Orion tripled its success through partnerships but also provides a blueprint for when and how to weave a channel strategy into your business fabric. For anyone interested in leveraging partnerships for sales acceleration, or simply curious about branded calling's impact on call center dynamics, this episode packs strategic gems you won't want to miss.

Mike's LinkedIn Profile

First Orion website

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This Channel Chewsday, I bite into a topic suggested by our listener, Maria.

I explore how partner training evolves from long seminars to microlearning, AI personalisation, and simulation based practice. 

I share a high-level roadmap for channel leaders to build motivation, track impact, and turn partners into trusted advisors in 2026 and beyond.

• Shifting from legacy sales tactics to continuous learning
• Adding soft skills alongside technical depth
• Adopting microlearning for recall and speed
• Using AI to tailor journeys to roles and gaps
• Boosting motivation with gamification and rewards
• Building hands-on confidence with labs and simulations
• Expanding enablement beyond training to coaching and content
• Tracking business impact over course completions

If you've got your own training success stories, challenges, or would like to suggest a topic for the next episode, reach out.

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As a special treat to wrap up the year, we've put together a bonus episode that's a compilation of your favorite segment, where we ask our esteemed guests a compelling question: 'What's the one thing you wish you knew before starting your career in channel?' Their insights are both enlightening and invaluable, offering a wealth of knowledge to anyone navigating the dynamic world of channel.

So, grab a cup of your favourite holiday beverage, find a cozy spot, and join us for this special episode as we reflect on the past year and look ahead to exciting opportunities in the coming one. Cheers!

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Ever wonder how you can turn the complexity of compliance regulations into an opportunity? We've got an episode for you. We've got Cam Roberson from Beachhead Solutions with us, sharing his insights on navigating the convoluted world of compliance regulations for MSPs. Prepare to be enlightened as we discuss the journey of transitioning into the channel, the challenges MSPs often face and how they can assist their clients in adhering to these mandates.

Dive deeper as we discuss the constant evolution of government documentation, and the ensuing improvement in compliance regulations such as HIPAA and HICP. We'll also highlight the important role of understanding which services map to specific requirements and how MSPs can assist with audits. Uncover the hidden opportunities in staying updated on these regulations and using them to differentiate your services. Don't miss out on an in-depth discussion on the potential risks for MSPs who overlook compliance and the recommended resources and tools for effective implementation. So, tune in, and let's steer your MSP business towards a competitive edge.

Cam's LinkedIn Profile

Cam mentioned that they’ve got the compliancy guide available for you and it's available under the following link:  https://www.beachheadsolutions.com/lp/2024-msp-compliance-report

As declared by Cam in the episode, you can also reach out to him via email: croberson [at] beachheadsolutions [dot] com

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Ever wonder how to navigate the shift from direct sales to leading a channel strategy? Let us introduce you to Monica Walton, Senior Vice President of Channel at Evoque, who shares her compelling journey and the secret to quadrupling her team's results year over year. Monica's unique perspective on trust and integrity in channel partnerships has shaped Evoque's phenomenal success.

Monica's secret weapon? A balanced approach to choosing partners, rewarding performance and maintaining strong relationships. She leverages her experience to ensure responsiveness and accuracy, key factors in building trust with channel partners. You'll be intrigued by how Monica and her team are navigating the shift in the market towards large multi-megawatt opportunities, while incentivizing partners to bring in an increasing number of smaller deals.

As we wrap up our conversation, Monica gives us a peek into the future of Evoque, her plans for growth and her invaluable advice for those making a similar transition from direct sales to a channel strategy. You'll come away with insights into how she measures her partners' performance and how she aims to steer Evoque's growth trajectory in the coming years. Tune in for this riveting conversation and don't forget to subscribe.

Monica's LinkedIn Profile

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In this episode, we dive into the fascinating world of creating unique joint value propositions in the channel with our guest, Philip Strange - VP Channel Sales at OpsHub, Inc., a seasoned expert in the field.

We kick things off by defining what a unique joint value proposition actually means and why it's a game-changer in the channel. Understanding this concept is pivotal to crafting mutually beneficial partnerships.

Philip shares his insights on evaluating and recruiting partners while keeping the joint value proposition in mind. Discover the strategies and tactics that can help your organization identify the right partners to create synergy and unlock new opportunities.

This episode is a must-listen for anyone in the channel looking to foster successful partnerships by crafting unique joint value propositions. Tune in to gain valuable insights and take your channel strategies to the next level.

Philip referred to this LinkedIn post during our conversation: "Got any good news?"

Philip's LinkedIn Profile

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In this episode, I sit down with Frank Vitagliano, a seasoned industry expert, to discuss the evolution of channel distribution and the role of the Global Technology Distribution Council (GTDC). Join us as we explore the impact of cloud computing and SaaS on the IT channel distribution landscape and dive into the most innovative strategies and tactics implemented by distributors in recent years.

Frank shares his insights on the biggest trends and developments we can expect to see in IT channel distribution in the near future. We also explore how companies can leverage technology to optimize their IT channel distribution strategy and maximize their success.

Finally, Frank offers valuable advice to those embarking on their channel GTM journey, including whether going the 2-tier route with distributors is recommended. Don't miss this enlightening episode as we delve into the past, present, and future of channel distribution.

Frank's LinkedIn Profile
GTDC website

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In this episode, we explore the importance of building sustainable relationships in the channel and moving beyond just transactional deals. We sit down with Antoine Jebara, Co-founder and GM, MSP Products at JumpCloud to discuss various strategies for fostering long-term relationships with channel partners.

Our guests share insights on how to define success in the channel beyond just closing a deal, and how vendors and their channel partners can build sustainable relationships. We also discuss how to balance short-term revenue goals with long-term relationship-building in the channel, and measure the success of a channel partnership beyond just deal registration, transactions, and revenue.

Antoine also discusses strategies for identifying the right channel partners for your business and keeping them engaged over the long term.

Finally, he offers advice for aspiring channel leaders who want to build successful, long-term partnerships.

Antoine's LinkedIn Profile

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In this episode of Channel Voices, I sit down with Patrick Goedhart, Team Leader Channel Sales at Mimecast, to discuss the key elements of a successful channel partner onboarding strategy. Our guest also shares his experiences in implementing successful channel partner onboarding programs in the past and we dive into common challenges that arise during the onboarding process and best practices for addressing them.

Patrick also shares insights on measuring the success of a channel partner onboarding program and ensuring that partners have the necessary resources and support to be successful.

The importance of training and education in the onboarding process is also discussed, along with steps to build strong and lasting relationships with channel partners while allowing them to operate independently.

We explore the importance of technology's role in the onboarding process, along with our guest's top tips for organizations looking to improve their partner onboarding strategies.

Patrick's LinkedIn Profile

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This is a great conversation with Kam Kaila, President at IT By Design, about the ever-changing market for MSPs, and strategies for fuelling growth.

We discuss Kam's channel background and how the MSP model has evolved over time. She also sheds light on the struggles MSPs face today and gives valuable tips for fuelling growth in the industry.

Kam also shares how IT By Design helps MSPs level up their businesses, including their state of the art corporate training program specifically designed for MSP professionals.

Make sure to stick around for Kam's top 3 tips for MSPs to focus on in the next 1-3 years.

Kam's LinkedIn Profile
IT By Design website

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In this episode, we had a special guest who shares their career journey in developing technology alliance partnerships. Bader Hamdan explains why technology alliances are crucial in today's partner ecosystems and shares the criteria he uses to identify and evaluate tech alliance partnerships to ensure alignment with the company's overall strategy and objectives.

Bader also discusses how to measure the success of an alliance partnership and what metrics to use. He shares valuable insights on building and maintaining strong relationships with tech alliance partners over time and the approaches he uses to develop successful tech alliance partnerships.

Bader's LinkedIn Profile
Bader's 10 Partnership Commandments

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If you have listened to episodes of Channel Voices podcast before, you might remember one, two, three or maybe even more of our guests mentioning lack of education for the channel industry.

The only viable option people have to learn about partnerships, channel and ecosystems is on the job. If you’re lucky you might get to work with a great mentor but more often you just find yourself being thrown into the deep-end.

The wait for a focused and well structured education system might just have come to an end. Today, I speak with Todd Hussey, the co-founder of SEBSchool and the world-class on-demand, video-based education program designed to enable entire organizations, line-of-business teams, and individual partner professionals to build and grow a partner ecosystem GTM model. It’s the only Education System Designed Around the "Influence - Land - Expand" Partner Ecosystem Framework.

Instructors: Jason Breed, Jay McBain, Gavriella Schuster, Todd Hussey, Brian Leonard.

If you decide to enrol in this program, we would greatly appreciate if you used our SEBSchool affiliate link. It helps us keep the podcast running at no additional cost to you.

Todd’s LinkedIn Profile

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This Channel Chewsday, we unpack how channel partners can replace shrinking resale margins with recurring revenue and usage-based incentives that reward real customer outcomes. We share models, incentives, systems, and culture shifts that turn adoption and retention into predictable growth.

• Margin decline across product and software licensing
• Shift to subscriptions, cloud, and API consumption
• Mechanics of tiered and volume-based pricing
• Services as a margin engine for partners
• Outcome-based partner recognition over status tiers
• Incentives tied to adoption, retention, and upsell
• Data, billing, and PRM needed for accuracy
• Cultural shift to customer success and enablement
• Benefits of predictable revenue and higher NRR

As always, if you've got a question, a story, or an idea for a future episode, drop me a line, and we'd love to feature your insights next week.

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In this episode, we're discussing the importance of women's representation in leadership roles in the channel industry. Our guest today is Heather Zindel - Board Member and Vice President of Strategy & Operations at Women Executives Channel Advisory Network (WECAN), a leading organization that champions women's advancement in the channel.

We start the conversation by asking our guest to tell us about her background in the channel. …and it’s extensive!

Heather goes into the detail of WECAN, a non-profit organizastion and explains their primary mission. She explains that the main aim is to empower women in the channel industry by providing them with networking opportunities, mentoring, coaching and resources to advance their careers.

She gives examples of challenges which include gender bias, lack of mentorship opportunities, and other barriers that prevent women from accessing leadership positions.

We also delve into how companies and organizations can create a more inclusive culture that supports the advancement of women into leadership roles. She stresses that companies need to make this into a sustainable culture and not just a one-time or once a year event.

Overall, our guest provides valuable insights and guidance on how to create a more diverse and inclusive culture in the channel industry, where women have equal opportunities to advance into leadership roles.

Thank you for tuning in to Channel Voices!

External Links:

Heather's LinkedIn Profile

(WECAN) Women Executives Channel Advisory Network website

WECAN - Contact

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Until next time 👋

I had the opportunity to sit down and chat with Lynn D. Tinney, who pretty much ‘grew up in the channel’. She gathered her substantial experience working at companies like Compaq Computers, Enterasys Networks, Siemens, Samsung, Cisco, Riverbed and CA Technologies to name a few. In January 2022 she took on the role of Senior Vice Presidents of Global Partners at Zayo. It’s in this capacity where she took the initiative of creating a Partner Advisory Board.

Partner advisory boards provide a platform for partners to engage with a vendor company and provide valuable feedback, leading to stronger partnerships and increased growth.

Key Points:

1. How to create a successful Partner Advisory Board 
   • Define the board's objectives
   • Choose the right partners
   • Provide clear guidelines and expectations
2. Best practices for running a Partner Advisory Board 
   • Encourage active participation from partners
   • Foster open and honest communication
   • Implement feedback into your channel strategy
3. Post first Partner Advisory Board meeting 
   • Continue to meet regularly
   • Communicate actions and commitments
   • Continuously assess and improve

External Links:

Lynn's LinkedIn Profile

Channel Voices is currently sponsored by Meter.

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Until next time 👋

In this episode we explore what TCMA is, how it works, who is it for and best practices on how to get started.

Sherry explains in detail how essential TCMA is in today's fast-paced channel ecosystem and what it can achieve for vendors, distributors and their partners. 

We also discuss the pr-requisites, efforts and cost of implementing such solution as well as the metrics that are typically being looked to ensure that it's delivering what it promises. 

External Links:

Sherry's LinkedIn Profile

AscendX Digital Website

Channel Voices is currently sponsored by Meter.

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Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

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Until next time 👋

I've had the pleasure to speak with a fellow podcaster and the SVP, Global Channel & Alliances at BeyondTrust Rob Spee, on the role of a Channel Chief. Previously he has held channel leadership positions with companies like Carbonite, SAS and Outsystems as well as running his own Channel Consultancy business. 

Rob shares his channel journey and how he got to this point in his career. He takes us through some of the responsibilities of a channel chief, we learn about his typical day in the role and what are the areas of his focus. He also shares with us some very practical pieces of advice for those who aspire to become a channel chief one day. 

Rob Spee is an accomplished podcast host with his own Channel Journeys podcast which has more than 100 episodes

External Links:

Rob's LinkedIn Profile

Channel Journeys Podcast

Channel Journeys episode with Rich Blakeman on the Hybrid Sales Channel

Channel Voices is currently sponsored by Meter.

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Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

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Until next time 👋

I've really enjoyed speaking with Joe O'Callaghan - Managing Partner at Vation Ventures. 

Joe tells us more about what Vation Ventures do and how they help technology companies start and enhance their channel journey. We also spend quite some time discussing how to start, elevate and accelerate a career in the channel. 

Joe shares his knowledge and experience on what to concentrate on when starting your channel career and what to focus on next.

He tells us how he started his channel career and also gives us his TOP tips for anyone thinking of getting into a channel role. 

External Links:

Joe's LinkedIn Profile

Vation Ventures Website

Channel Voices is currently sponsored by Meter.

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Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

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Until next time 👋

Great conversation with Jacqui Rand of The Channel Consultants Limited and the person behind The Channel Meet Up event. 

Jacqui gives us an insight into the needs of today's channel teams and explains why these teams are typically the smaller ones in terms of number of employees. We also get her perspective on current best practice when hiring talent for the channel. 

External Links:

Jacqui's LinkedIn Profile

The Channel Consultants

The Channel Meet Up Event

Channel Acronyms Infographic - The A-Z List

Channel Sales Acronyms - The A-Z List for Channel Professionals

Channel Voices is currently sponsored by Meter.

To stay up to date follow us on LinkedIn.

Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

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Until next time 👋

Today's guest is a seasoned Channel Pro who worked for companies like Nortel and Avaya.
Today, Kenneth leads the Channel Mechanics business and he tells us why automation in the channel is no longer just a 'nice-to-have' but a 'must'.  We talk about the typical channel business challenges that Channel Mechanics PRM solves for the vendors and their partners but also what vendors need to look out for when deploying a PRM solution.
Kenneth shares his knowledge based on a multitude of successful PRM deployment projects delivered for vendors ranging from start-ups to ones with well established channel presence with thousands of partners.

External Links:

Kenneth's LinkedIn Profile

Channel Mechanics Website

Channel Voices is currently sponsored by Meter.

To stay up to date follow us on LinkedIn.

Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

Visit www.ChannelVoices.com

Until next time 👋

I've had a lot of fun speaking with Christian Alvarez - Senior Vice President of Worldwide Channels at Nutanix. 

Christian tells us about his proven strategies to drive sales through channel. We learn how these strategies differ between the traditional software vendor and a SaaS vendor.

He shares his knowledge and experience on what type of partner incentives have the biggest impact on new logo acquisition as well as increasing wallet share from existing channel customers

Christian also gives us his TOP 3 tips for driving channel sales. 

External Links:

Christian's LinkedIn Profile

CRN Article Link

Nutanix’s global channel chief Christian Alvarez talks to CRN about its new distributor partner program, its new “percent” partnership with Supermicro and how channel incentives could be “disaggregated” in the future. 

Nutanix's Elevate Partner Program

Channel Voices is currently sponsored by Meter.

To stay up to date follow us on LinkedIn.

Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

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Until next time 👋

It's a delight to speak with Jason Beal - SVP, Global Channel & Partner Ecosystems at AvePoint who advocates for Managed Service Providers and the value they bring to channel. 

Jason shares his knowledge and experience around MSP partnerships and the importance and benefits of their role in the channel .

We learn how vendors should choose, work with and measure Managed Service Provider partners. Jason also highlights his TOP 3 tips for any vendor thinking about introducing MSP type partners into their ecosystem.

External Links:

Jason's LinkedIn Profile

AvePoint's Partner Program

Channel Voices is currently sponsored by Meter.

To stay up to date follow us on LinkedIn.

Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

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Until next time 👋

It's an absolute pleasure to speak with Paula Carvalho, an international channel strategist who's passionate about partner recruitment as this is the foundation of channel success. 

Paula takes us on a journey and we explore three areas crucial to building a vendor's channel ecosystem:

1. Organisational Readiness
2. Enter the market with a bang!
3. Select partners right for the job  

We learn tips on how vendors should approach potential partners and get them excited about working together.

Paula also shares how she sees the channel management evolving and what the future might look like.

External Links:

Paula's LinkedIn Profile

Channel Voices is currently sponsored by Meter.

To stay up to date follow us on LinkedIn.

Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

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Until next time 👋

We explore how AI can actually help partner programs today, where it still falls short, and what data foundations are needed to turn dashboards into decisions. Margaret Adam, Director Product & Partner Marketing at Channelscaler shares practical wins in co-sell matchmaking, MDF automation, and personalising enablement at scale while keeping trust central.

• AI use cases that already work in channel
• Data readiness and workflow standardisation
• PRM as the real-time window for partners
• Personalisation with next best actions
• Co-sell partner matching beyond certifications
• Attribution support in multi-partner deals
• Generative AI guardrails and brand context
• Balancing automation with human relationships
• Measuring ROI through time saved, engagement uplift, conversion gains
• Future interoperability across ecosystems

Channel Voices is currently sponsored by Meter.

To stay up to date follow us on LinkedIn.

Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

Visit www.ChannelVoices.com

Until next time 👋

I'm delighted to speak with Maeve O'Connell, a channel professional with wealth of experience in channel operations. In this episode we learn how companies evaluate, choose and implement partner systems. This is not a small task and typically requires involvement from all departments.

External Links:
Maeve's LinkedIn Profile

Channel Voices is currently sponsored by Meter.

To stay up to date follow us on LinkedIn.

Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

Visit www.ChannelVoices.com

Until next time 👋

Today, I have the pleasure to speak with the Vice President Global Channel Partnerships at Everbridge. She has worked in the channel for over 5 years and we'll dive in to her experience of launching new channel during the Covid-19 pandemic.

External Links:
Jasmina's LinkedIn Profile

Road to Recovery Spring Symposium

Channel Voices is currently sponsored by Meter.

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Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

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Until next time 👋

Today's guest, despite her young age, comes with a wealth of customer and partner success experience gathered in the world of SaaS. As of September 2019 she's been leading the Global Partner Success organisation at Signavio. In this episode she shares her knowledge and how-to around starting a Partner Success organisation and when a company should start implementing it as part of their Channel strategy.

External Links:
Megan's LinkedIn Profile

Blog Post -> Taking Away the Guesswork when it Comes to Measuring Partner Success 

Channel Voices is currently sponsored by Meter.

To stay up to date follow us on LinkedIn.

Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

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Until next time 👋

In this episode, Oliver Roth, co-founder of Prianto reveals the benefits of partnering with Distribution Partners and we draw from his own experiences. We discuss how and when should software vendors consider Distribution as part of their Channel Go to Market strategy and find out in detail what makes these partnerships successful.

Prianto - Prianto GmbH was founded in 2009 in Germany by William Geens and Oliver Roth as a starting point. Prianto is positioned in the distribution market as a pure play software distributor. Over the last years Prianto has grown into a group of companies covering the IT markets in Europe and Canada. Today Prianto is a leading software distributor with a focussed vendor portfolio.

Channel Voices is currently sponsored by Meter.

To stay up to date follow us on LinkedIn.

Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

Visit www.ChannelVoices.com

Until next time 👋

Despite so many different marketing strategies being taught at universities, unfortunately partner marketing isn't one of them. 

Who do you hire for a channel marketing position? 
How do you develop a partner marketing strategy? 
What do partners need and how do vendors measure the ROI of channel marketing programs? 

Joan Groleau, (Senior Director, Partner Marketing at Globalization Partners) gives guidance on all of these questions and inspires by sharing her well-tested best practices. 

Channel Voices is currently sponsored by Meter.

To stay up to date follow us on LinkedIn.

Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

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Until next time 👋

Channel Account Manager - a vendor's frontliner in the channel ecosystem.

Matt Scotney-Jones educates us on what the job of a Channel Account Manager entails, what it looks like in reality and tells us how this role has been changing and evolving throughout challenging 2020. From webinar fatigue to what keeps a Channel Account Manager up at night...

External Links:
Blog Post -> 9 Channel KPIs Every Manager Should Track

Channel Voices is currently sponsored by Meter.

To stay up to date follow us on LinkedIn.

Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

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Until next time 👋

"Partners are amazing companies and I I love working with partners because they're super smart..." - Kim Lasseter

We've all heard of Partner Programs, right? - These are the rules of engagement between the vendors and channel partners. 

But... 

• how do these get designed? 
• where do you start? 
• who needs to be involved in the process and what are the priorities? 
• what benefits to offer your partners?

No better person than Kim Lasseter (Global Director of Partner Program Design, Google Cloud at Google) to answer, explain and go through some detail on this subject.

External Links:
Webinar Download -> Accelerate Revenue with Smarter Channel Programs

Channel Voices is currently sponsored by Meter.

To stay up to date follow us on LinkedIn.

Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

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Until next time 👋

Jay McBain goes back in time to tell us about his career in channel and also reveals the one thing he wish he knew before starting in channel 26 years ago.

The IT Channel is an ever evolving and complex ecosystem. Keeping rules of engagement simple is one of the most important aspects of a channel leader's job. Jay gives an example from the past, where partner organisations had to employ full-time staff to go through vendor's legal small print in order to understand how to earn or generate revenue.

It's not all about the past, definitely listen till the end as Jay explains why it's so exciting to be starting a career in channel today and also gives advice on what you need to know to do so.

External links and sources:

• On the Record with Jay McBain (Lenovo) @ CompTIA's Breakaway 2010 
• Jay McBain's Forrester Blog

Channel Voices is currently sponsored by Meter.

To stay up to date follow us on LinkedIn.

Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

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Until next time 👋

Hello, welcome and thank you for tuning in to Channel Voices, the podcast for future channel leaders, where we learn the ins and outs of partner ecosystems through casual conversations with channel professionals from a variety of industries, partner types and geographies. My name is Maciej and I’m your host.

Please make sure to subscribe. 

Channel Voices is currently sponsored by Meter.

To stay up to date follow us on LinkedIn.

Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

Visit www.ChannelVoices.com

Until next time 👋

We challenge the doom narrative that AI will replace channel managers and show how the role expands when automation takes the grunt work and humans focus on trust, coaching, and strategy. Practical examples walk through insights, personalisation, and predictive tools that make partnerships stronger.

• What AI automates across reporting and campaigns
• How insights flag risk and opportunity for partners
• Why relationships, empathy and negotiation remain decisive
• How leading vendors use hyper-personalisation and scoring
• The risk of delaying AI adoption in ecosystems
• A simple playbook to start and set guardrails

Your feedback, questions, and success stories help shape the next episodes, so feel free to drop us a line or share your ideas for what you want to hear next!

Channel Voices is currently sponsored by Meter.

To stay up to date follow us on LinkedIn.

Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

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Until next time 👋

This episode of Channel Voices Podcast has been sponsored by Meter.

We explore how networking is shifting from hardware refreshes to daily value, why trust must be proven with evidence, and how partners can bridge from Capex to resilient recurring revenue without losing top‑line margin. Adam shares tactics for trials, enablement, roadmap transparency, and rules that reduce channel conflict.

• Defining partner value as daily outcomes, not one‑off sales
• Three partner mindsets: detractors, skeptics, early adopters
• 45‑day full stack trials as proof, SE support
• Upfront rebate bridging Capex to subscription margins
• Enablement path: lab installs, office kits, certification
• Transparent roadmap and faster feature delivery
• Co‑sell, services monetisation, certified installer network
• Going all‑in on channel and clear rules of engagement
• Talent shortage in networking and operational leverage
• Growth through repeatability over single deal maximisation

Channel Voices is currently sponsored by Meter.

To stay up to date follow us on LinkedIn.

Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

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Until next time 👋

This week on Channel Chewsday, we’re diving into how to turn raw partner data into sharp, personalised coaching that actually moves the needle. If you’ve ever felt your partner enablement relies more on instinct than insight, this one’s for you.

We’ll walk through how to go from intuition to evidence—choosing the right KPIs, designing dashboards that drive action, and guiding your team through a 90‑day rollout that turns analytics into outcomes.

Here’s what we’ll cover:

• Why data‑driven coaching always beats gut feel
• The three pillars of partner performance: metrics, personalisation, and technology
• The revenue‑tied KPIs that matter most
• How to build dashboards that make it easy to spot what’s working
• Training managers to coach using real conversation insights
• Using predictive analytics to flag risk early and focus effort
• A 90‑day rollout plan from setup to pilot
• How to turn insights into consistent next steps

Thanks for listening, and don't forget, your feedback, questions, and success stories help shape the next episodes.

Drop us a line or share your ideas for what you want to hear next.

Channel Voices is currently sponsored by Meter.

To stay up to date follow us on LinkedIn.

Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

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Until next time 👋

This Chewsday, we chew on how to make channel ROI undeniable with aligned goals, clean data, and human stories that win over finance, boards, and partners. From MDF benchmarks to advisory boards, we share practical tools you can use this week.

• Aligning channel activity to broader business goals
• Building real-time dashboards for pipeline and velocity
• Using case studies to turn skeptics into supporters
• Creating partner advisory boards and feedback loops
• Quick-win metrics like deal registrations and certifications
• Measuring MDF from lead to closed-won with 10x target
• Combining story and statistics to defend investment

Channel Voices is currently sponsored by Meter.

To stay up to date follow us on LinkedIn.

Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

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Until next time 👋

We share a no-fluff playbook for channel leaders to turn chaos into momentum through honest communication, smart activation, and practical AI enablement. We cover partner fit, metrics that matter, and how to lead with both heart and rigour.

• Clear, timely, transparent communication that builds trust
• Segmenting partner needs and matching enablement
• Streamlined onboarding, fast access, simple incentives
• Activation as early wins and ongoing support
• Practical AI guidance with training and tools
• Strategic partner recruitment based on fit and culture
• Using metrics to guide real conversations
• Leading with empathy, responsiveness, and consistency

If you found this helpful, why not share it with a fellow channel professional who could use the boost or maybe get some inspiration from this.

Channel Voices is currently sponsored by Meter.

To stay up to date follow us on LinkedIn.

Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

Visit www.ChannelVoices.com

Until next time 👋