The Channel Surfers

In this episode of "Channel Surfers," hosts John McCabe and Jeff Lennon are joined by Anders Noremo, founder of Third Party Trust (now acquired by Bitsight), to discuss his experience building a successful, 100% channel-focused sales model. In a candid, conversational discussion, Anders shares the strategic imperative and practical application of going all-in on channel, offering a masterclass in executive leadership. Speaking from his direct experience as a founder who built and sold his company, Anders shares the lessons he learned in leveraging partnerships to achieve explosive growth, contrasting it with the traditional direct sales approach. John, who worked with Anders, provides corroborating details and personal anecdotes. Key Discussion Points The Shift from Direct Sales to Channel Focus Anders recounts his early days as a founder in Chicago, where he started Third Party Trust to address the growing problem of third-party risk. Initially, he handled all sales himself and later struggled with hiring direct sellers. He found traditional SaaS sales tactics like cold calling and cold emailing to be inefficient, often starting potential relationships on a negative note. This frustration led him to seek alternative go-to-market strategies, which naturally guided him toward the channel. The Risks and Rewards of a Channel-First Model The group discusses the high-stakes decision to pivot to a 100% channel-focused business. - The Risk: Anders acknowledges that committing fully to a channel model involves significant risks, primarily the investment of time and focus. The biggest danger for a startup, where time is the most precious resource, is picking the wrong partner and wasting valuable months. Acknowledging John's point about risk, Anders adds that the move might not work, but the learnings from the attempt are invaluable. - The Reward: The rewards, however, can be immense. John emphasizes the principle of "you give, you get," explaining that being flexible and easy to work with builds trust and respect with partners, which in turn brings more deals. The "Unlock" Moments with Key Partners - Optiv: The turning point came around 2019 when Anders approached a major partner, Optiv. Instead of asking them to resell his product, he offered a novel proposition: he had customers who needed his solution as a managed service, and he wanted Optiv to be that managed service arm. While training the Optiv team, they were so impressed by the platform's ease of use and automation that they migrated all their existing accounts to his solution. This became his "big unlock" and created a powerful new sales angle: enabling Optiv's reps to sell their own company's managed service, powered by his technology. - GuidePoint: A similar "lucky" break occurred with GuidePoint. After a customer expressed a strong preference for Third Party Trust, a key player at GuidePoint reached out to Anders to resell the solution. To solidify the partnership and help GuidePoint stand up its own Third-Party Risk Management (TPRM) practice, Anders made a strategic move: he contracted GuidePoint to provide services for one of his own customers, effectively becoming GuidePoint's first customer for their new practice. He admits to "going negative" on this first deal, paying for it himself to prove his strategic, long-term commitment. Driving Adoption: The 100% Channel Mandate A pivotal moment was the decision to go 100% channel. Anders told his sales team they were no longer allowed to take deals direct; any direct deal would result in only 50% quota relief and 50% commission. - Initial Reaction: There was skepticism and concern from the sales team. - The Result: No deal ever went direct again. It forced a behavioral shift where reps became strategic. Since they had to use a partner, they chose partners who could bring them new deals and add real value. Within six months, strategic deal registrations from partners "went straight up to the right,"

Partner-sourced attribution is one of the most debated and least trustworthy metrics in the channel. This episode builds the clean three-bucket model — sourced, influenced, accelerated — and gives you a way to get sales leadership to agree on it.

In this week's episode of "Channel Surfers," John McCabe and Jeff Lennon are joined by guest David "Dave" Levine, a technical sales executive, cybersecurity expert, and author of the new book, "Navigating the AI Wave." The wide-ranging discussion flows from the evolution of the IT channel and cybersecurity to the transformative impact of Artificial Intelligence on the workforce, demystifying common fears and offering practical advice. David, a long-time friend and former colleague of John's, is introduced as a "master of cyber" and a key voice in understanding the current tech landscape. Key Discussion Points The Evolving Tech Channel: From Linear to Ecosystem David Levine explains his history in the IT channel, which began with technical enablement. He emphasizes that the channel is the crucial path for manufacturers to reach customers, and his role has always been to translate complex technology into clear business value. The conversation highlights the shift from a linear channel model to a complex "ecosystem." In this new paradigm, trusted partners with deep technical expertise, especially in cybersecurity, are succeeding. A key point is that the security perimeter has moved from the network to identity, particularly with cloud migration, making a holistic understanding of identity critical for partners to deliver real value. AI in the SOC: Augmentation, Not Replacement The discussion pivots to the role of AI in the Security Operations Center (SOC), a central theme in David's book. - "Gap Filler" for Alert Fatigue: David views AI-driven SOC automation not as a replacement for humans but as a powerful "gap filler." He notes that SOC analysts suffer from high turnover and "alert fatigue," only managing to review 8-10% of incoming alerts. - Automating Tier 1: AI is perfectly suited to handle the high-volume, low-level Tier 1 tasks of processing alerts, filtering noise, and escalating only critical incidents. This frees up human analysts for more valuable Tier 2 and Tier 3 work where critical thinking is essential. - The "Human in the Loop": David stresses that while AI processes data incredibly fast, it cannot yet think like a human. A major concern is the risk of over-permissioning AI agents. He warns against a "set it and forget it" approach, emphasizing that humans must oversee AI operations to prevent it from becoming a hindrance. - Proactive Training: Likening cybersecurity preparedness to a golfer practicing for the Masters, David advocates for using AI-automated "tabletop exercises." These simulations allow security teams to practice and refine their response plans, ensuring they are prepared when a real incident occurs. AI in the Workplace: Role Transformation, Not Annihilation The conversation expands to AI's broader impact on the job market, addressing common fears. - AI for Routine Tasks: David's central thesis is that AI is here to handle routine, repetitive tasks, while humans are needed for context, judgment, and strategic thinking. He draws parallels to past technological shifts, like when human "computers" at NASA began overseeing IBM machines or when ATMs transformed, but did not eliminate, the role of bank tellers. - "AI Washing" Layoffs: John raises the issue of recent mass layoffs attributed to AI. David introduces the term "AI washing," suggesting companies are using AI as a convenient justification for pre-planned cost-cutting. He argues that current AI productivity gains (around 12-15%) are too modest to justify replacing tens of thousands of jobs. The group agrees that human elements in sales, customer service, and development remain irreplaceable because AI lacks genuine understanding, emotion, and creativity. - Consolidation of Roles: The biggest misconception is "AI is coming for my job." The speakers clarify that while specific tasks are being automated, roles are consolidating and becoming more strategic. AI handles the "what," while humans handle

The Channel Surfers: Why Co-Marketing is the Best Bang for Your Buck In this episode of "The Channel Surfers," co-hosts John McCabe and Jeff Lennon dive deep into the strategic importance and practical execution of co-marketing with channel partners. In a conversational and collaborative style, they argue that co-marketing is a more effective and cost-efficient strategy for brand awareness and lead generation than traditional social media or Google ads. The hosts position a well-executed co-marketing plan as a critical precursor to successful co-selling, laying the groundwork for sales by building brand awareness and validating the joint value proposition. Jeff describes a previous episode with Will Taylor as a "watershed moment" that re-contextualized his understanding of go-to-market strategies with partners. He realized that many successful past activities—like creating joint solution briefs and co-mingling at events—were all forms of co-marketing. Key Discussion Points - Co-Marketing vs. Traditional Ads: John opens by questioning the ROI of spending marketing budgets on LinkedIn or Google ads. He posits that the "best bang for your buck" for any channel program is a robust co-marketing plan with strategic partners, as it allows for direct promotion within a partner's ecosystem, tapping into an established and relevant audience. - The Bridge to Co-Selling: The hosts emphasize that co-marketing is the most important first step in a partnership. It is a vital intermediate step that helps validate messaging, build joint assets, and align with a target audience before ever engaging in a formal co-selling motion. It paves the road for better conversations by preventing co-selling efforts from falling on deaf ears. - The Joint Value Proposition: Effective co-marketing is built on the "better together" concept—the idea that two companies' combined solutions are greater than the sum of their parts. Jeff describes co-marketing as a "litmus test" for this joint value proposition, citing the example of Impartner's integration with Salesforce and HubSpot to solve specific market problems without competing directly. - A Structured Strategy: Jeff stresses that co-marketing isn't just a series of random activities; it must be a deliberate, thought-out strategy designed to drive meaningful business outcomes. He uses the real estate mantra "location, location, location" as an analogy for the importance of "plan, plan, and execute" in co-marketing. - Planning and Rules of Engagement: John emphasizes the need for clear rules of engagement, especially ensuring partner reps are involved from the beginning of an account interaction. This plan should span a minimum of 90 to 120 days and include pre-planning, execution, and crucial post-activity follow-up to analyze results. Bi-weekly touchpoints are recommended to stay on track. - Organizational Alignment: While a dedicated partner marketing team is ideal, it's not a deal-breaker. Channel managers should work closely with the general marketing department, as their goals are aligned: generating leads and getting "eyeballs on the product." The goal is to provide partners with lead-gen materials to make selling easier. - The Role of Events: Events are highlighted as perfect "co-marketing anchors." The work, however, spans a full timeline: - Pre-Event (30-60+ days): A "pre-gaming" phase for planning, creating joint assets, and initiating campaigns to build momentum. - During the Event: A period of active co-marketing and execution, including tracking interactions and leads. - Post-Event (60-120+ days): The effort continues with a structured follow-up plan to "breathe and push" the joint solution message and convert interest into opportunities. An immediate post-event debrief is crucial. - Capturing Partner Mindshare: Gaining partner mindshare is critical. John shares a personal anecdote from his time with CDW, where he created simple mouse pads with logos and a specific deal registration code.

John McCabe and Jeff Lennon break down how channel leaders can turn RSA Conference momentum into real pipeline and partner-driven revenue. With a practical, no-nonsense approach (and a few laughs along the way), they outline how to avoid “happy ears” and post-event drop-off by focusing on disciplined execution. From pre-event planning to 30-60-90 day follow-up frameworks, the episode delivers clear guidance on segmenting leads, prioritizing opportunities, aligning partners, and driving measurable outcomes. Featuring sponsor XTRM, the conversation reinforces a core theme: activity doesn’t equal achievement—pipeline does. Visit XTRM at https://xtrm.com/requestInfo/?utm_source=channel_surfers&utm_medium=affiliate&utm_campaign=partner_referral

John and Jeff deliver a warm, candid, and often humorous conversation that is a pragmatic exploration of AI for channel leaders. Across three intertwined themes—AI literacy and value, partner enablement and forecasting, and governance and guardrails—they share first-hand tactics, tool stacks, and cautionary notes for making AI both useful and safe in day-to-day channel operations. Major Takeaways - AI is not a threat if you embrace it intentionally—avoidance is the bigger risk. - Start with literacy: understand what AI can do in your context before adopting many tools. - Use guardrails: apply the Three Ps (People, Permissions, Privacy) to manage risk and value. - Prioritize clarity: focus AI on signal amplification and clarity to speed decisions and align teams. - Don’t drown in tooling: minimize POCs, assign ownership, and pick solutions that fit your workflows. - Operationalize channel fundamentals: partner communication, QBR tracking, and day-to-day execution. - Forecast rigor: track partner and customer signals, stage progress, proof points, and multi-threading. - Make post-meeting work automatic: AI note-takers for action items, deliverables, next steps, and sentiment.

In this episode, we look to help listeners stop running “partner programs” like a list and start running the ecosystem like a revenue operating system. Focus on what Kyle is known for: partner reality checks, PartnerOps plus RevOps alignment, clean definitions, and weekly execution cadence. Episode Promise: Most teams do not have a partner problem. They have a systems problem. Messy data, unclear motions, and no operating rhythm. This episode gives a simple playbook to find the truth, focus on what moves deals, and build predictable partner driven revenue. Help listeners stop running “partner programs” like a list and start running the ecosystem like a revenue operating system. Focus on what Kyle is known for: partner reality checks, PartnerOps plus RevOps alignment, clean definitions, and weekly execution cadence. Episode Promise: Most teams do not have a partner problem. They have a systems problem. Messy data, unclear motions, and no operating rhythm. This episode gives a simple playbook to find the truth, focus on what moves deals, and build predictable partner driven revenue.

Co-hosts John McCabe and Jeff Lennon return to the roots of Channel Surfers with an energetic, candid, and practical deep dive into Nearbound—what they describe as a people-first, trust-driven distribution philosophy—alongside actionable guidance for measuring influence, building channel programs, and designing quarterly motions that compound results over time. The tone is conversational and friendly, peppered with humor (wardrobe and office heater mishaps, “chia pets,” Hamilton references), but turns professional and focused when discussing frameworks, measurement, and career advice. They frame the core question: Would you rather grind to wedge yourself into a client opportunity—or build the partner trust and influence that brings you in seamlessly? Their answer is clear: Invest in trust at the partner level, not just with customers. Do what you say you’ll do, show up consistently, and enable partners so the flywheel spins on its own. Speaker Insights - John: - Build trust at the partner level to unlock introductions and credibility. - Prioritize enablement and weekly touchpoints over heavy account mapping. - Launch programs with a clear “100% channel” stance to win partner mindshare. - Don’t rush partners for deals; play the long game—educate, engage, and be easy to remember when problems arise. - Influence telemetry matters—measure behaviors and outcomes to know what’s working. - Early-career lesson: preparation signals competence and calms customers; treat failures as learning moments. - Advice to new channel managers: listen more, talk less—let partners feel like the smartest people in the room. - Jeff: - Nearbound is behavior-based; trust is earned through consistent actions and clear, simple messaging. - Design trust-driven systems: pick a quarterly motion, align with engineering, and build repeatable rhythms. - Measure inbound influence explicitly; use AI and attribution to track actions that lead to outcomes. - Set expectations and be patient; channel success compounds over time. - Enable partners to sell without you to spin the flywheel faster. - Wisdom formula: knowledge + skills + experience = wisdom; debrief both failures and wins to find repeatable patterns.

- The episode dives into building repeatable revenue machines and modern channel orchestration, featuring Leland Morris—founder and “revenue architect” behind ChannelBridge. - Core message: eliminate manual friction and architect clear, continuously updated, syndicated content across partner ecosystems; systems and execution beat one-off heroics. - Why it’s valuable: blends strategic foresight (AI as discovery, AEO/GEO), operational playbooks (zero‑code orchestration, partner PX), and hard data from 20,000+ audits exposing vendor–partner representation gaps. - It also shows how production standards (audio, setup, process) compound credibility and distribution—your content’s GTM matters as much as your product’s GTM. - Practical outcomes: frameworks (simplicity/elimination, SEAR + Clarity), proxy KPIs (representation, freshness, velocity), and concrete actions for vendors/partners to scale visibility and trust. TOP 10 PRINCIPAL LEARNINGS - Mindset - Build systems, not one-off wins; architecture + execution creates repeatable revenue. - Eliminate steps before optimizing them; simplicity and clarity are competitive advantages. - Treat production quality (setup/process) as part of your GTM. - Business - Representation rate, freshness, and syndication velocity are leading indicators for channel health. - Orchestrate zero‑code distribution to multiply “signal surface” and trust signals for humans and LLMs. - Reporting 365 with proxy KPIs earns executive buy‑in without perfect attribution. - Habits / Health - Pre‑flight checklists (audio, light, connection) reduce errors and stress. - “Cruise control” for repetitive tasks lowers cognitive load for channel teams and partners. - Personal Development - Resilience: re-record, improve, don’t blame—iterate toward quality. - Train specificity and clarity—vague messages don’t compete in the AI discovery layer. - Entrepreneurship - Zero integration removes legal/security barriers and accelerates enterprise adoption. - Map content to lifecycle (acquisition, adoption, renewal) for compounding outcomes. - Leadership - Be a conductor: coordinate signals, timing, actors, and feedback across the ecosystem. - Empower decisions with sharp data and urgency; align sales and marketing on proxy KPIs. - Life Story - Maker mindset: from physical products (e.g., Sur La Table) to programmatic/channel—curiosity and use-in-the-world guide better decisions. 5. HIGHLIGHT QUOTES (minimum 8) - “I’m not just a leader carrying a number; I build the machine that delivers it.” - “Turning ‘we need revenue’ into repeatable processes is the real job.” - “Technical quality is part of the go‑to‑market of your content.” - “AI shouldn’t assist processes; it should eliminate them.” - “Architecture without execution is theory; execution without architecture is chaos.” - “If you publish in one place, the chance a LLM finds you is minimal.” - “Simplicity, ease, and repeatability—now add context and clarity.” - “Orchestration is a predictable, repeatable process that touches the whole ecosystem.” - “In technology, a week can be a light‑year.” - “Simplicity done consistently beats complexity done occasionally.”

A lively, field-tested masterclass in channel presence and partnership craft. Hosts John McCabe and Jeff Lennon welcome Mitch Simon —known on LinkedIn as “#MitchOnTheRoad”—for a candid, humorous, and deeply practical conversation about life “in the field” as a channel leader. The trio covers what it really takes to operate in the trenches with partners, the mindset shift from direct sales to channel leadership, intentional travel strategies, trust-based collaboration, and how AI is already reshaping the work. From Hawaiian shirts, Spinal Tap and Braveheart quips, and production banter to no-nonsense tactics, the episode blends wit with wisdom: channel isn’t easier—it’s broader, more relational, and demands discipline, empathy, and in-person presence. Who’s Mitch Simon? - 30+ years in tech sales (since 1993), with 20+ in direct sales before moving into channel about a decade ago. - Pivoted to channel to escape direct-sales burnout and to leverage hard-won sales experience in partner-led growth. - First channel role: pitched his transferable value directly to a VP of Sales (Bruce DeShane)—as a sales-minded connector rather than a playbook-only operator—focused on helping reps and partners win together. - Operates with a territory-level lens: prioritizes long-term health over single deals; thinks like a GM. Tone and Energy - Conversational, witty, and authentic. Hawaiian shirts, Spinal Tap “turn it to 11,” and Braveheart references keep things light while staying practical. - Core belief: channel isn’t “easier” than direct—it’s different, broader, and relentlessly relationship-driven. Key Themes and Insights Channel ≠ Easier; It’s Broader - Direct sales is laser-focused; channel requires a wider aperture across partners, sellers, and customers. - You don’t dial intensity down—you distribute it across more stakeholders and a longer horizon. Being Present Is Non-Negotiable - “You start by being present—caring enough to show up where they are.” - Phone and Slack don’t replace showing up, breaking bread, and sharing real experiences. - The “Oh by the way” effect: after real in-person time—on the walk to the car, post-lunch—a partner drops the true nugget: “Oh, by the way… I think I have a lead for you.” Those serendipities rarely happen on short calls. Real Partnerships Aren’t the Paper; They’re the People - A contract doesn’t create collaboration—relationships do. - If only one rep at a partner picks up your call, you don’t have a real partnership; broaden engagement to the second, third, fifth, seventh rep. Coach, Therapist, Connector - Channel leaders manage emotions, align incentives, and guide sellers and partners toward rational decisions under pressure. - Translate between sales priorities and partner motions while maintaining perspective on territory health. Events and SCO Season - Sales Kickoffs (SCOs) and similar events: the ROI comes from intentional meetings before, during, and immediately after—not just “chugs and hugs.” - Treat events as business-development engines—plan your meetings, use the energy, and follow through. AI Is Here—Be Pragmatic and Get Good at It - “You are not going to be replaced by AI. You are going to be replaced by someone who knows how to use AI.” - Use secure, closed-loop systems for sensitive, company-specific queries; use public tools for general, non-sensitive tasks. - Tech evolves—embrace AI like past transformations (steno pools → typewriters → computers). Those who leverage it elevate their impact. Leadership Habit: Empathy - Treat partners with the same care and urgency as customers—consistently. - Companies that say “partner-first” but act otherwise erode trust and outcomes. Experience and Craft Matter - It’s not all golf, steak dinners, and suites—there’s decades of judgment behind where to “hit the engine with the wrench.” - The market is swinging back toward experienced channel leaders; organizations s

In this deeply insightful and practical conversation, guest Will Taylor of AudienceLed joins hosts Jeff and John to deliver a masterclass on executing effective and scalable co-marketing strategies. The discussion, characterized by its conversational yet professional tone, moves from high-level principles to granular, actionable advice for businesses of all sizes. The hosts express profound appreciation for Will's clarity and practical wisdom, often finding themselves "speechless" and absorbing his insights on building repeatable, results-driven partnership programs. Key Discussion Points & Insights Simplifying Co-Marketing Execution Will begins by outlining two fundamental rules to overcome the initial barriers and complexities of co-marketing: 1. Document the Process and Make it Easy: Create extreme clarity around who does what, when, and why. A well-documented, straightforward process removes mental barriers to entry, making it easy for partners to say yes and participate. This clarity is the foundation for faster execution. 2. Start High-Level, Go Deep Later: You don't need a full, complex product integration to start co-marketing. Begin by collaborating on higher-level content like industry trends, best practices, or functional advice (e.g., "How to use AI in go-to-market"). This top-of-funnel content builds trust and authority, requiring less initial investment while still providing value to the audience and generating interest. A Practical Example: The 30-Minute Content Engine Will shares his agency's highly effective model for content co-creation: - The Pitch: Invite potential partners (identified through methods like customer surveys) to a 30-minute recording session. - The Value Proposition: For just 30 minutes of their time, the partner receives a wealth of professionally produced content. AudienceLed handles all the production work. - The Output: The single 30-minute recording is repurposed into a multi-medium campaign, including: - Blog posts - Medium-form and short-form videos - Newsletter content - Social media posts - Ad creatives - The Result: This efficient, documented process boasts a very high "yes" rate for both participation and content approval because it's a low-effort, high-reward proposition for the partner. Measuring Success: Co-Marketing KPIs Jeff raises the critical question of measurement. Will advises against reinventing the wheel and suggests plugging co-marketing metrics into the existing marketing funnel framework. He references the Winning by Design revenue architecture model (top, middle, bottom of funnel) and focuses on three core metric types for any stage: 1. Volume Metrics: Clicks, page views, registrations. 2. Conversion Metrics: Leads generated, demos booked, meetings attended. 3. Time Metrics: The timeline over which results are achieved. For businesses without a sophisticated marketing team or tools like HubSpot, Will simplifies the approach: - The Tools: A simple Google Sheet can be used to track leads. - The Funnel: Create columns for key stages (e.g., Registered -> Attended -> Meeting Booked -> Opportunity). - The Metrics: Track the volume at each stage and calculate the conversion rates between them. This builds a foundational funnel and provides the necessary data to measure program success. The key is to create a process for reviewing this data weekly to build pipeline. The Role of Technology and Process When asked about recommended tools, Will offers a strategic framework for tech adoption rather than specific product endorsements: - Process First: Businesses grow and exit based on repeatable processes, not just ideas. Documenting processes is essential for scaling and delegating. - When to Use Tech: Technology should be used to handle repeatable tasks that cannot be made more efficient through process improvements or delegation. - How to Choose Tech: 1. Analyze your regular activities and identify repetitive tasks (e.g., cold emailing, summarizing meeting

This episode of the Channel Surfers podcast features the return of Andreas Geamanu, CEO of Introw, for a warm, conversational, and business-focused discussion with hosts John McCabe and Jeff Lennon. The conversation covers the "crazy" growth and new AI-powered features at Introw, and the potential for powerful collaborations between their respective companies. The tone is enthusiastic and opportunistic, celebrating recent successes while diving deep into the evolving landscape of partnerships, AI, and go-to-market strategy. Major Takeaways - The Decade of Partnerships is Here: As cold outreach becomes less effective, building a robust channel program, managed with tools like Intro, is the most effective path to high-quality leads and sustainable growth. - Execution is Key: There's a recognized gap between high-level channel strategy (the "why") and field-level execution (the "how"). Tools like Partner Bot are emerging to provide on-demand, practical guidance to bridge this gap. - AI is Transforming Partner Tech: The rapid evolution of Intro, with its on-demand AI-driven QBR generator and automated LMS course creation, demonstrates how quickly AI is being integrated to automate and enhance partner management workflows. - The Power of Integration and Collaboration: The most exciting part of the conversation is the potential synergy between a partner management platform (Intro) and an execution tool (Partner Bot), as well as a services firm (Partner Architect Group). A deep integration could create a comprehensive ecosystem that supports both strategy and execution seamlessly.

In this multi-faceted episode of "Channel Surfers," hosts John McCabe and Jeff Lennon, dive deep into "SKO season," the pivotal time of year dominated by Sales Kickoffs. With their signature conversational, practical, and insightful style, they offer a comprehensive playbook for maximizing the value of these industry gatherings. They emphasize that SKOs are critical work opportunities requiring a deliberate strategy to build relationships, gather intelligence, and drive business momentum, rather than just being "chug and hug" social events. The discussion covers the entire lifecycle of an SKO, from pre-event preparation to post-event follow-up, drawing on the hosts' extensive experience from both manufacturer and partner perspectives. The Purpose and Evolution of SKOs The hosts frame SKOs (or CKOs, Company Kickoffs) as a crucial moment to set the tone for the entire year. Jeff notes the evolution of these events from purely internal manufacturer gatherings to massive partner-hosted events with over 100 vendors present. This creates a chaotic but valuable environment. The core message is that success hinges on moving beyond surface-level interactions to create meaningful connections that drive business. It requires a deliberate strategy to build trust and establish mindshare. Key Discussion Points & Speaker Insights Preparation is Everything: Intent Over Attendance John stresses the critical difference between mere "attendance" and "intent." He warns against the common mistake of showing up unprepared, simply planning to "mingle." This passive approach is a recipe for failure. To combat this, he shares his "three-list rule" for preparation: 1. Must-Talk-To List: Before the event, get the attendee roster and proactively schedule time with specific partner reps to discuss deals, strategize, and reinforce mindshare. 2. Strategic Curiosity Targets: Identify the top-performing "white elephant hunters" (reps handling the biggest deals) and seek them out to understand their strategies and how you can help them win. 3. Internal Alignment: Ensure your own sales reps attending the event are aligned with your channel strategy and know who they need to connect with. Align with the Partner’s Vision and Be a "Good Spy" Jeff emphasizes the importance of listening closely to the partner's keynote and sessions to understand their vision, goals, and key initiatives for the year (e.g., growing service revenue, focusing on hyperscalers). This allows you to align your go-to-market plan with their priorities, making your pitch more relevant. John expands on this with the concept of being a "good spy" to gather intelligence: - Observe Partner Behavior: Watch which tech booths and executives partners gravitate towards. Time spent with competitors can be a warning sign. - Identify Opportunities: An empty vendor booth might signal a lesser-known company, creating an opportunity for you to stand out and network. - Value Informal Conversations: Both hosts agree that the most valuable insights often come from informal "hallway and elevator conversations," which can yield candid truths about a company's direction and priorities. Winning the Conversation: It's About Them, Not You The hosts provide clear do's and don'ts for making an impact in conversations. The goal is "value detection," not a pitch. What to AVOID saying: - "Let me tell you about my company..." or "We're the leader in..." - "Can I walk you through our deck?" What HIGH PERFORMERS say instead: - "What's coming up for you this quarter?" - "Where are deals getting stuck with you?" - "Who are you betting on this year and why?" You can reach us at www.channelsurfers.com or on our LinkedIN Page

Jeff and John sit down with Entrepreneur Raj Skrezyna of CONNECTIVEAI to talk about new ways to partner utilizing Gen AI to help run your partner business. Raj can be reached at [email protected] or her website www.runconnective.ai

Jeff and John sit down with Jessica Simon of Google to discuss the world of Distribution partners. Jessica's experience in the Disti space is unmatched and we learn about treading the waves of working with Disti. Major Takeaways - Distribution has shifted from logistics and financing to strategic enablement, platform development, and hyperscaler navigation. - Even for software-first organizations, distributors provide crucial scale, partner reach, and marketplace guidance. - KPIs should blend revenue thresholds with enablement outputs and net-new opportunity generation. - AI is indispensable for scaling channel operations; use Gemini and NotebookLM to automate, personalize, and draw insights. - Build strong enablement repositories to empower distributors as extensions of your team. - Engage distributors early when considering cloud marketplaces; their multi-hyperscaler experience can prevent costly missteps. - In large organizations, embrace ambiguity and create your own operating model—it can unlock career growth.

This isn’t a recap episode—it’s a surf session across the 12 biggest waves that shaped the channel in 2024. In this fast-paced, value-packed year-end special, Jeff and John stitch together the most impactful insights, debates, and field-tested truths from the past year of The Channel Surfers. From nearbound and ecosystem economics to revenue reality, operator grit, AI execution, and the rise of fractional leadership, this episode connects the dots on what actually mattered—and why it changes how you win in 2025. Each “day” revisits a key theme from standout episodes and guests, translating big ideas into practical takeaways you can apply immediately—whether you’re building partner strategy, leading revenue, or navigating your own channel career. You’ll hear: • Why value now beats volume and feedback loops replace autopilot • How ecosystems are replacing pipelines and influence sources revenue • What CROs, operators, and field leaders agree still wins in chaos • Where AI amplifies execution (and where it absolutely doesn’t) • Why fractional leadership is becoming a strategic advantage, not a fallback We wrap by reflecting on the biggest surprises of the year, shouting out the community that made it possible, and laying out the three themes every channel leader should carry into 2025: 1. AI as an amplifier, not a replacement 2. Ecosystems as leverage 3. Execution still wins If you’ve listened all year—or you’re just jumping in—this episode is your compressed playbook for where the channel is headed next. 👉 Subscribe 👉 Drop a review 👉 DM us your ideas for 2025 episodes Let’s ride 🌊

In this conversational and insightful episode of The Channel Surfers, hosts John McCabe and Jeff Lennon welcome Pat Ferdig, founder and principal consultant of The Power of Partnering. The discussion, which flows like an extension of a recent AI workshop Pat hosted, centers on the critical role of Artificial Intelligence (AI) in modern channel partnerships, from foundational program elements to next-level automated workflows. The tone is casual, enthusiastic, and highly collaborative, with all speakers sharing personal experiences and practical advice on the rapidly evolving AI tool landscape. John and Jeff introduce Pat Ferdig, whom they consider a "sherpa" for understanding how AI impacts the channel. Pat shares his background, starting with a career in computer engineering and professional services before transitioning into partner programs and ecosystems for the past 15 years. Two years ago, he founded The Power of Partnering and, within the last six months, has leaned heavily into AI. His goal is to help partner professionals leverage AI to become more effective, especially since partner programs have been historically underfunded from a technology standpoint. Pat believes the low cost and high accessibility of new AI tools can level the playing field. He mentions his newsletter, "Partnering with AI," which focuses on practical applications rather than just the latest model releases or funding news. The aim is to help partner managers get more done and improve their roles. The Importance of Internal Alignment and Strategy A major theme of the conversation is the necessity of company-wide buy-in for a partner program to succeed. Pat reflects on his own career, noting that his successes were directly tied to having an executive team and CEO who truly believed in the value of partnerships. Conversely, he’s also experienced roles where a company simply hires a partner manager as a box-checking exercise without creating the necessary internal support structures. Key discussion points on this topic include: - Beyond Hiring: Simply hiring a partner manager isn't a strategy. Founders and CEOs must ensure that every C-level and senior management leader has "skin in the game." - Incentives Drive Behavior: For a partner program to be a priority, it must be reflected in the compensation and incentive structures across the organization, including sales, marketing, and customer success. - Channel is a Must-Have: The hosts agree with Pat that the channel is not a "nice-to-have" but a "must-have." John references Jared Fuller's concept of Nearbound, where the channel isn't a silo but an integrated part of the entire organization. Building and Activating a Partner Program The discussion shifts to the practicalities of building a program from the ground up, moving from strategy to system creation. - Start with Customer Success: Pat advises companies with complex, enterprise solutions to focus first on long-term customer success rather than demanding deal referrals as "table stakes." By building a network of trusted implementation partners, business development will follow naturally. - Enablement vs. Activation: The group discusses the difference between onboarding (a checklist), enablement (training), and activation. Citing fellow consultant Peter Fogelsanger, Pat highlights that "activation"—the process of getting the partnership to produce results—is the most crucial and often overlooked step. - Activating the Entire Organization: Pat emphasizes that the partnership isn't just between two partner managers; it's between the entire organizations. Partner managers need to engage a wider audience within the partner's company to be effective. https://www.partechstack.com/ https://partneringwithai.sub https://www.partechstack.com/ https://partneringwithai.substack.com/ The next workshop: https://luma.com/5pojkg6u

On this episode, John and Jeff sit down with Quarq.ai CEO Chris Messina to discuss how Quarq.ai can help forensically uncover the true value of your partner program. Here are some of the highlights: Proving Partnership Value Partnership teams struggle to prove their value to leadership because their impact is non-linear and spread across other departments' KPIs. - Partnership value extends beyond lead generation to influence the entire customer lifecycle. - Executive leaders require a constant stream of tangible evidence, not just trust, to defend long-term partnership investments. - The core challenge is translating vast amounts of collected data into actionable intelligence that demonstrates success. - Partnership roles often attract neurodivergent thinkers whose detail-oriented approach clashes with top-down executive communication styles. A New Model for Measurement The current model of attributing value is broken; a shift to measuring "contribution" is required to capture the true, complex impact of the ecosystem. - Shift from linear "attribution" to a "contribution" model that recognizes the many-to-many pathways to value. - Treat each partner relationship like a dynamic credit score, updated in real-time with data to spot risks and opportunities. - True partnership ROI is currently impossible to calculate because the investment is invisible and spread across multiple budgets. Ecosystem as a Strategic Imperative Increasing market complexity and employee attrition make a robust partner ecosystem the only sustainable path to growth. - A standardized, shared success metric is the Rosetta Stone for winning the CFO's belief and ending internal credit disputes. - The most immediate ecosystem impact is on customer success, retention, and growth—often more critical than net new revenue. - Ecosystem-led growth fundamentally breaks traditional, siloed business models, forcing a necessary organizational shift.

In this week's episode, Jeff and John discuss how to empower Channel Partners with AI Solutions. Here is a summary of the show: AI as a Strategic Imperative AI is shifting from a tool for automation to a strategic advisor that elevates user performance and ecosystem integration. - Failure to adopt AI will result in losing market position to faster, more effective competitors. - The primary barrier to enterprise AI adoption is data privacy and security concerns, not technical capability. - AI is evolving from a simple automation tool to a "coach" or "advisor" providing personalized guidance. Ecosystem and Partner Enablement The focus is shifting from simple partnerships to building integrated, AI-ready ecosystems. - AI-powered partner portals are transforming static onboarding into dynamic, conversational experiences. - An "AI-ready" partner ecosystem requires a centralized hub, aligned solution briefs, and a shared co-marketing plan. - The future of partner training is personalized, adaptive, and delivered in micro-learning formats. Enhancing Operational Effectiveness AI tools are fundamentally changing how work gets done by improving data access, analysis, and software utilization. - AI note-takers allow meeting participants to focus on understanding rather than information capture. - AI assistants can act as personal analysts, building data models from natural language requests. - AI assistants significantly increase the utilization of powerful but underused software features. Be sure to check out www.partnerbot.ai for more information on how to subscribe to the tool that will help Channel Managers navigate the channel, smarter.

This week, Jeff and John sit down to talk about Leveraging AI Initiatives for Channel Sales & Alliances. Here are some key points from the show: AI Priorities Focus AI on efficiency, effectiveness, productivity, knowledge, and growth to guide investments and measure impact. - Automate repetitive CRM and PRM tasks to cut time-to-revenue and accelerate deal velocity. - Favor pre-built LLM applications that slot into existing workflows over custom builds. - Use AI to sift data and sharpen message relevance across quote-to-cash. Channel Strategy Set expectations for a 12–36 month maturity curve and institutionalize patience and continuity. - Choose one clear go-to-market and ruthlessly remove conflicting tactics from AI-generated plans. - Treat playbooks as principles and use AI to tailor them per partner ecosystem. Human-Centered Execution Preserve the primacy of trusted relationships while using AI to amplify enablement velocity. - Use AI to enhance judgment and articulation without claiming authorship. - Prioritize secure cross-org knowledge sharing to power rapid partner enablement.

In this milestone episode, John and Jeff explore how to Navigate the AI Landscape. Show highlights include: Strategic AI Integration Focus AI initiatives on core business goals to ensure successful adoption and tangible ROI. - Anchor all AI projects to one of five key business drivers: efficiency, productivity, effectiveness, expertise scaling, or growth. - Prioritize automating repetitive, manual work first to build a foundation for future strategic gains. - The true ROI of AI is freeing up human capital for higher-value work, not just cost savings. Workflow and Skill Enhancement The right tools and skills will determine competitive advantage and individual career relevance. - Select AI tools based on their ease of adoption into existing workflows, not just technical superiority. - AI can capture and distribute expert knowledge, scaling institutional wisdom across the organization. - Professionals will not be replaced by AI, but by those who effectively leverage it. Competitive and Personal Leverage AI offers powerful methods for rapid analysis and learning. - Use AI for quick, unbiased competitive analysis by having it compare company websites. - Augment human interaction by using AI to capture details and surface insights in real-time.

In this episode of The Channel Surfers, Jeff and John sit down with Nelson Wang—founder of Partner Principles—to break down the frameworks that are reshaping how modern go-to-market teams scale. Nelson shares how to apply strategic filters to focus on founders, products, and channels that actually compound value. He dives into the systems that turn clarity, generosity, and time discipline into flywheels, and explains why partner-led scale isn’t optional anymore—it’s the engine behind sustainable, customer-driven growth. We also explore how AI is compressing cycles, automating workflow bottlenecks, and giving teams leverage they’ve never had before. This episode is packed with actionable insights you can use immediately to build smarter partnerships, accelerate execution, and design a GTM motion that compounds over time.

John and Jeff sit down with Vaughn Mordecai, CRO of Mindmatrix to discuss Strategy, Partnerships, and Sales Performance. Here are some key takeaways from our conversation with Vaughn: Strategic Alignment of Partnerships Our partnership strategy is hampered by structural and incentive misalignments that require immediate attention. - Integrate the channel organization directly within the core revenue function to drive accountability. - Prioritize partnerships as a core, not forgotten, pillar of the go-to-market strategy. - Recognize that short executive tenure creates a structural bias against long-term channel investments. - Build the partner ecosystem around a shared "better together" story that solves a complete customer problem. Principles for Technology & Process Adoption Successful technology implementation depends on solving underlying process issues first and designing for human behavior. - Treat technology as an accelerator for solid processes, not a savior for broken ones. - Prioritize strategic platforms built for scale over cheap, short-term point solutions. - Design "portal-less" systems that integrate into users' existing workflows to drive adoption. Leveraging AI for Cognitive Enhancement AI can be deployed to offload cognitive tasks, directly improving human interaction and knowledge recall. - Use AI assistants to automate note-taking, freeing personnel to be fully present in discussions. - Deploy AI to create a "personal CRM" for instant recall of professional relationship history and context.

Jeff and John sit down with Scott Strubel to share lessons from a five-decade career in global channel leadership—from enterprise IT giants to SaaS disruptors—and provide listeners with actionable ideas on how to lead with partners, build scalable ecosystems, and evolve in a rapidly changing channel world. You can find Scott's book "Simple, but Hard" here (https://www.amazon.com/Simple-but-HARD-Navigating-Often-Rough/dp/1663263132)

This episode is a reflective and tactical discussion on how the channel is changing, why the old models no longer work, and what professionals can do to adapt. It’s about re-framing mindset, strategy, and action in the modern partner-driven world.

In this episode, Jeff and John talk about understanding and navigating the technology partner ecosystem, including the roles of consultants, MSPs, GSIs, resellers, and the importance of ecosystem collaboration. ## Key Points Discussed: * The distinctions and overlaps between consultants/advisory firms, MSPs, GSIs, MSSPs, resellers, VARs, and distributors. * The importance of operational execution, compliance, governance, and strategic planning in different partner categories. * The analogy of the Apple ecosystem to illustrate how integrated systems and partnerships should function. * The fluidity and interconnectedness of modern partner ecosystems—no partner fits into a single category anymore. * The value of innovation and bridging gaps between disparate technologies. * The increasing importance of relationship-building, understanding business models, and co-creating value in partnerships. * The evolution of resellers and VARs into service and consulting providers, not just transactional entities. * The role of ego and value creation in successful partnerships. * The influence of AI in accelerating changes and blurring lines within the ecosystem. * The need for self-evaluation (SWOT analysis) and understanding one’s position and value within the ecosystem. * Recommendations for those looking to build or join ecosystems, especially for small companies. ## Important Quotes or Insights: * "No partner lives in just one category anymore." * "The smart companies are navigating the gray areas more efficiently. And I think AI is accelerating that." * "Seek first to understand, then to be understood." * "The relationship matters more than the actual labels." * "You've got to bring joint value to the table and not just have it in a couple slides. You've got to be able to go out and show that you can execute that." * "Ecosystems are fluid, without a doubt...the whole ecosystem is very fluid." * "Know your partner's business model and motivation. Learn to speak their language. Bring joint value." ## Actionable Takeaways or Recommendations: 1. Know your partner's business model and motivation. 2. Learn to speak your partner’s language (technical, financial, strategic). 3. Bring joint value to the table and demonstrate the ability to execute together. 4. Conduct honest self-evaluation (SWOT) to understand your position and value in the ecosystem. 5. Focus on relationship-building over rigid labels or categories. 6. Be open-minded and prepared to align with the right ecosystem at the right time. 7. For those new to ecosystems, research and consult with experts who have built successful ecosystems.

On this episode of The Channel Surfers, we welcome Rick Sears — a Career Readiness Expert, Executive Transition Coach, Award-Winning Author, and Motivational Speaker who has helped countless leaders successfully navigate career pivots. With deep expertise in resume strategy, executive coaching, and job market positioning, Rick has become a trusted guide for professionals looking to take the next step in their careers. We dive into: • The biggest mistakes executives make in their resumes and how to fix them • How to stand out in today’s competitive job market • Strategies for thriving during career transitions—not just surviving them • The mindset shifts leaders need when moving between roles, companies, or industries • The future of career readiness and why storytelling is the key to advancement Whether you’re exploring your next leadership role in the channel or simply want to sharpen your career toolkit, Rick brings practical advice and motivational energy you won’t want to miss.

🎙️ New Episode: Building and Scaling Successful Partner Programs In this episode of The Channel Surfers, we sit down with Helene to dive deep into the world of channel and partner operations—the “engine room” that keeps partner programs running smoothly. We explore: ✅ What partner operations really is (and why it’s critical to make it easy to do business with you). ✅ The three pillars for building scalable programs: strategic alignment, clear roadmap, and executive support. ✅ The biggest challenges in channel ops—differentiation, consistency, and conflict—and how to overcome them. ✅ Best practices for PRM systems, AI-driven enablement, and keeping processes simple. ✅ Why focusing on fewer, high-engagement partners beats a spray-and-pray approach. ✅ The importance of ongoing education and treating channel as a true team sport. 💡 Key takeaway: Successful partner operations come down to clarity, consistency, and collaboration—with the right processes and tools, your partners can sell and succeed without constant intervention. 👉 Listen now at www.channelsurfers.com 📩 Connect with us: [email protected] | [email protected] 🔗 Follow us on LinkedIn for updates and upcoming guest announcements.

In this episode of The Channel Surfers, hosts John McCabe and Jeff Lennon sit down with Nick Nicholas, Channel & Alliances Executive at Armis, to dive deep into the evolving world of partnerships and cybersecurity. Nick shares his career journey and the pivotal moments that shaped his path in channel leadership. He breaks down the current state of the channel—what’s working, what’s not, and the trends influencing partner success in 2025. From AI use cases in partner management and enablement, to the growing importance of asset visibility across OT, IoT, and IT, Nick offers candid insights into how leaders can stay ahead. The conversation also spotlights Armis’s unique value proposition—helping organizations manage cybersecurity risk through complete asset intelligence—and highlights how partners play a critical role in the company’s go-to-market success. Whether you’re a channel veteran or just starting to navigate alliances, this episode is packed with real-world takeaways on building stronger partnerships, embracing AI responsibly, and thriving in today’s complex cyber seas.

Jeff and John dive into a comprehensive discussion on the current state of the job market for channel executives, including challenges, trends, actionable advice, and preparation for a follow-up episode featuring resume and LinkedIn expert Rick Sears. Key Points Discussed: * The job market for channel executives is currently difficult, with fewer roles, increased layoffs, and companies hesitant to hire due to economic and geopolitical uncertainty. * The rise of AI in resume screening and the importance of optimizing resumes and LinkedIn profiles to pass AI filters. * Increase in interim and fractional roles (25-30% growth in two years) as companies seek flexibility and reduce risk. * Many executive-level hires are now sourced through referrals or retained search, not public postings. * The importance of building and maintaining a strong professional network. * The shift in how companies value and fill channel roles, with many positions left vacant or posted as "Casper" (phantom) roles. * The need for channel leaders to be multifaceted, understanding direct, indirect, marketplaces, alliances, ISVs, and hyperscalers. * The importance of documenting measurable performance and maintaining a rolling record of achievements. * The necessity of digital fluency and adapting to new technologies and market trends. * Real-life stories of listeners who successfully used advice from previous episodes to secure new roles. ## Important Quotes or Insights: * “Sometimes the no is just the redirection to something better.” * “You’ve got to figure a way to stand out. The best way to help you stand out is, even with the referral, is making sure that your resume, all those things are tweaked, not only to meet the expectations of the role, but to get through this AI bullshit.” * “Knowledge is power. Having data in front of you to just rip off is powerful.” * “Build your brand, executive technical channel, whatever it is, through speaking content, all that.” * “Consider the fractional project-based roles if you want to stay in motion. It’s not forever. You try it. You don’t like it. That’s fine. But you know what? You never know.” Actionable Takeaways or Recommendations: * Build and maintain a strong professional and executive brand (content, speaking, thought leadership). * Stay sharp with marketplace knowledge and leverage AI tools. * Expand your network with meaningful peer relationships, not just connections. * Consider interim or fractional roles to stay active in the market. * Keep a detailed record of your achievements and measurable performance. * Optimize your resume and LinkedIn profile for AI screening and specific job requirements. * Be proactive in self-promotion and not afraid to advocate for yourself. * Use a 30, 60, 90-day plan when starting new roles and be prepared to execute on it. * Stay digitally fluent and adaptable to new technologies and trends. * Be wary of “Casper” (phantom) job postings; use recruiters and referrals for more reliable opportunities. ## Additional Resources or Links Provided: * Website: [www.channelsurfers.com](http://www.channelsurfers.com) * LinkedIn page: Channel Surfers (podcast releases every Tuesday) * Email contacts: , (for questions or to request the 30, 60, 90-day plan)

Jeff and John welcome Rob Cohen from Lyzr to the show. Rob shares his insight and the evolution and current state of channel partnerships in the tech industry, with a focus on leveraging AI and automation, building effective partner ecosystems, and lessons learned from a career in channel management. Key Takaways: ## Key Points Discussed: * Rob's career journThe evolution and current state of channel partnerships in the tech industry, with a focus on leveraging AI and automation, building effective partner ecosystems, and lessons learned from a career in channel management. ## ey through EMC, Pivotal, AWS, and now Lyzer. * The distinction between co-sell and reseller/distribution channels and their unique challenges. * The importance of building trust, transparency, and strong relationships in partnerships. * The evolution of the MSP (Managed Service Provider) business, especially with the advent of cloud and now AI agents. * The impact of AI and automation on channel management and MSPs, including increased pace and productivity. * How smaller MSPs can leverage AI to compete with larger organizations. * Demo and discussion of Lyzer's AI agent platform, including its capabilities and use cases (e.g., LinkedIn post generator, healthcare diagnostics). * The need for channel professionals to become AI-literate and automate routine tasks to keep up with industry changes. ## Important Quotes or Insights: * "In order for the partnership to work, you have to give a little. In order to get, in order to earn trust and in order to get people to, you know, for the relationship to work." * "If the relationship isn't there, you know, there's always crap in partnerships. Every deal is a snowflake and every deal's got some crap to it." * "When you're a good channel manager, you're a bit of a marriage counselor kind of therapist." * "There's two sides to every story. And, you know, until you understand both sides, you're really never going to get anywhere. And that's exactly what my job is." * "The pace of play is going to enhance. It's going to be faster. Everything's going to be faster. And that means that if you're not organized and you're not as automated as you can be, you're going to be really stressful." * "Become literate. Know what you're talking about. Understand some of the big business challenges that people are solving with agents." ## Actionable Takeaways or Recommendations: * Channel professionals should focus on becoming more efficient and organized, leveraging automation and AI tools. * Build trust and transparency with partners; invest in relationships. * Stay educated and literate about AI and its impact on the industry. * Be bold and creative in applying new technologies to solve business challenges. * Use AI to automate mundane tasks, freeing up time for strategic work and relationship-building. ## Additional Resources or Links Provided: * Rob's contact: , Lyzer website: lyzer.ai * Channel Surfers website: [www.channelsurfers.com](http://www.channelsurfers.com) * LinkedIn page for Channel Surfers (new episodes and summaries posted)

The Channel Trenches: A View from a Channel Manager with Ross Kemp In this episode of The Channel Surfers, we go straight into the front lines of channel sales with Ross Kemp, an experienced Channel Manager who knows the realities of building and sustaining partner relationships day-to-day. Ross shares candid insights into what it really takes to manage a territory, balance partner expectations with corporate objectives, and still find ways to drive pipeline growth. From navigating internal alignment to developing trust with partners in the field, Ross paints a clear picture of the highs and lows that every channel professional encounters. We discuss: • The realities of “living in the trenches” as a Channel Manager. • Strategies for staying motivated and focused while juggling competing priorities. • How to turn partner challenges into opportunities for growth. • The importance of consistent communication and trust-building. Whether you’re an executive trying to better understand your field teams or a channel rep seeking relatable stories and proven tactics, Ross’s perspective delivers practical, unfiltered advice.

In this episode of The Channel Surfers, we sit down with Jay McBain, Chief Analyst for Channels, Partnerships, and Ecosystems at Canalys, to explore where the channel is headed in 2025 and beyond. Jay shares his latest insights on the evolving partner landscape, from the rise of ecosystem-driven sales to the critical role of marketplaces, alliances, and non-traditional partners. We discuss how data and automation are reshaping channel strategy, why partner influence is the new currency, and how organizations can adapt to a world where 76% of global commerce flows indirectly. Whether you’re a channel leader, partner manager, or industry newcomer, Jay’s unique perspective provides a roadmap for staying ahead of the curve and turning market shifts into growth opportunities. Key Takeaways: • How the partner ecosystem is diversifying beyond traditional VARs and resellers • The growing influence of technology alliances, influencers, and niche specialists • Why marketplaces and ecosystem orchestration are redefining partner engagement • Actionable steps to prepare your channel program for the next wave of disruption Listen now to hear one of the industry’s most respected voices share his predictions, data-backed trends, and practical advice for thriving in the new era of partnerships.

What do Stayin’ Alive, Jive Talkin’, and You Should Be Dancing have to do with channel partnerships? Everything. In this special episode of The Channel Surfers, we connect 10 Bee Gees hits to the ups, downs, and disco moments of partner life. Whether you’re surviving EOM chaos or celebrating a joint win, these tracks hit differently.

Episode Title: Marketing as a Multiplier – A Conversation with Lisa Hayashi of Mimic Show Summary: In this episode of The Channel Surfers, we sit down with Lisa Hayashi, CMO of Mimic and a true champion of channel marketing. Lisa brings her deep expertise to the mic to unpack why marketing isn’t just a support function in a channel program—it’s a growth engine. We explore how strategic marketing drives partner engagement, accelerates pipeline creation, and builds long-term brand equity across the channel. From co-marketing campaigns to through-channel automation and MDF best practices, Lisa shares insights on what great looks like when it comes to marketing with and through partners. Topics We Covered: • Why marketing should have a seat at the channel strategy table • Common mistakes companies make when underleveraging marketing in partner programs • Building a repeatable co-marketing motion that scales • How Mimic empowers partners with content, tools, and measurable demand generation • The role of brand storytelling and consistent messaging across ecosystems Whether you’re a channel leader trying to tighten alignment with your marketing org or a marketer looking to amplify your impact in the partner space, Lisa’s perspective is both tactical and inspiring. Tune in and learn how to turn your marketing into a multiplier. Vision & Voice website - https://visionandvoice.community/contact-us

Exploring how building, managing, and growing channel partnerships is like running an amusement park—complete with thrilling rides, unexpected twists, and the need for careful planning to keep everyone coming back. “Onboarding is your park map—without it, partners wander aimlessly and miss the good stuff.” “Engagement is the roller coaster—keep the thrills coming, but don’t forget the safety harness.” “Motivation programs are the cotton candy—sweet, memorable, and a reason to come back.” “Communication is your ride operator—steady, reliable, and always watching.”

In this episode of The Channel Surfers, we sit down with the CEO of Introw, the innovative Partner Relationship Management (PRM) platform that’s changing how vendors and partners connect, collaborate, and close deals. We explore the origin story of Introw, the pain points it solves for channel leaders, and how it’s modernizing partner engagement through streamlined introductions and real-time visibility into pipeline activity. The CEO shares insights on why traditional PRMs fall short, how Introw improves partner accountability, and what metrics matter most in a high-velocity partner ecosystem. We also dive into practical use cases—how Introw helps sales teams tap into their ecosystem, the impact of warm partner intros on conversion rates, and how to drive measurable ROI from your partner motions. Whether you’re building a channel from scratch or optimizing a mature ecosystem, this conversation will give you a new lens on how tech can simplify and supercharge partner relationships.

In this episode of The Channel Surfers, we build on the foundations laid in Episode 1 and dive deep into what it really takes to drive partner engagement and alignment. We explore how meaningful motivation—both financial and non-financial—can transform partner performance, and why building a sense of community is just as critical as hitting quotas. From standout incentive programs to peer learning and public recognition, we spotlight proven tactics that keep partners energized and committed. Next, we tackle the importance of clear communication and goal alignment. You’ll learn how to establish a consistent cadence through newsletters, QBRs, and updates, and how to co-create measurable goals that drive shared success. We wrap with practical takeaways and immediate steps you can implement to enhance your partner relationships today. Whether you’re managing a mature channel or just getting started, this episode offers real-world strategies to deepen engagement and deliver results—together.

In this episode, John McCabe and Jeff Lennon are joined by Dan Emanuele, Senior VP of Sales, for a conversation that bridges the often siloed worlds of sales and channel. The discussion uncovers how sales leaders can drive growth through a channel-first mindset, offering real-world insights from Dan’s decades-long career. Key Highlights: • Career Journey: Dan shares how he entered the world of sales, what led him to leadership, and the pivotal moments that shaped his trajectory into channel-influenced roles. His experiences underscore the importance of mentorship, adaptability, and strategic vision. • Channel Sales Demystified: Dan breaks down what channel sales really means, how it’s different from direct sales, and why it’s more than just a route to market—it’s a strategic multiplier. He also discusses the challenges like incentive alignment and partner enablement. • The Good, the Bad, and the Real: The group weighs the pros (like expanded market reach and efficiency) and cons (such as reduced control and partner dependency) of a channel-led approach, with anecdotes from Dan’s career illustrating both ends of the spectrum. • What’s Next for the Channel: Looking ahead, Dan touches on the role of digital transformation, CRM tools, and how data is reshaping partner engagement. He shares advice for emerging sales professionals: develop empathy, build trust, and know that channel success is a long game. 🔗 Call to Action: Listeners are encouraged to connect with Dan and stay curious about how sales and channel teams can win together.

🎙️ Episode: Finding, Recruiting, and Onboarding the Right Partners In this episode of The Channel Surfers, we break down what it takes to build a high-performing partner ecosystem—starting with choosing the right partners. From avoiding common recruitment pitfalls to structuring a world-class onboarding experience, this episode is packed with actionable insights. 🔍 What We Cover: • Why Partner Selection Matters Learn why the wrong partner can stall your growth—and how the right one can scale it. • Identifying & Qualifying Partners Define your ideal partner profile, use smart tools for research, and filter for fit. • Attracting Partners Who Align with Your Vision Create a compelling partner story that cuts through the noise and sparks interest. • Onboarding & Enablement Best Practices Design onboarding programs that educate, engage, and equip your partners from Day 1. • Quick Wins & Takeaways Walk away with three tactical steps to level up your partner recruitment and onboarding. Whether you’re launching a new channel program or optimizing an existing one, this episode is a must-listen.

Episode Summary: In this episode, The Channel Surfers sit down with Lautaro Cepeda, the CRO at Personize.ai, to explore how AI is evolving from a buzzword into a true enabler of human connection in the channel. We dig into how Personize.ai is leveraging generative AI to personalize partner and customer engagement at scale, what that means for modern GTM strategies, and why automation doesn’t have to come at the expense of authenticity. Topics we cover: • The origin story of Personize.ai and the problem it was built to solve • How AI can supercharge Channel marketing and outbound efforts • The right way to blend AI-driven scale with human-first selling • Predictions on where GenAI will take the partner ecosystem over the next 12–18 months • Lautaro’s advice for vendors trying to adopt AI into their GTM without losing their voice ⸻ 💡 Key Quote: “AI doesn’t replace your message—it amplifies it when it’s aligned to real human context.” – Lautaro Cepeda ⸻ 🔗 Tune in to learn how AI can make Channel sales more personal, more efficient, and more scalable—without losing the relationships that matter most.

Episode Summary: AI is officially riding the Channel wave—and it’s not just hype. In this episode, John and Jeff dive into how artificial intelligence is transforming the way vendors and partners go to market together. From smarter partner targeting and predictive pipeline insights to auto-generated sales content and Netflix-style enablement, AI is fundamentally reshaping the Channel landscape. We break down: • Why AI is making partner segmentation more strategic • How predictive analytics are helping Channel teams save deals before they stall • What AI-generated battlecards and campaigns mean for scale • How partner sentiment tracking is giving leaders a sixth sense • Why the best GTM strategies still balance automation with human relationships Whether you’re building a partner program from scratch or trying to scale an existing one, this episode will give you a fresh POV on where AI fits—and where it doesn’t. ⸻ 💬 Quote of the Episode: “AI is the co-pilot. Trust and relationships still drive the car.” ⸻

1. Intro • “Ever wonder why some vendors become the go-to partner while others stay stuck in the line? It’s simple — they help partners make money.” . 2. Setting the Stage: Why Partner GP Matters (5–7 min) • Explain what Gross Profit means for VARs, MSPs, and MSSPs. • Break down how partner comp plans are tied to GP. • Explain the tension between vendor incentives and partner profitability. 📝 Talking points: • Why partners will always prioritize what makes them money. • The shift from product-push to value-added services for GP. • Common GP killers: thin margins, over-discounting, lack of deal reg protection. 3. Real Talk: What Partners Want from Vendors (7–10 min) Bring in quotes or anecdotes from partner leaders or past experiences. 📝 Talking points: • Pre-sales support and technical validation = GP driver. • Services attach opportunities. • Better visibility into renewal/expansion revenue = long-term GP forecast. • Exclusive MDF that converts into margin. 4. The Vendor Playbook: 5 Ways to Drive Partner GP (10–12 min) 1. Deal Margin Protection – Proper deal reg enforcement and discount discipline. 2. Services + Training Revenue – Let partners sell services tied to your platform. 3. Strategic SPIFFs – Not volume-based but GP-aligned (e.g., “highest margin win” awards). 4. Joint Account Planning – Identify whitespace for profitable expansion. 5. Recurring Revenue Playbooks – Help partners pivot to ARR & MSP models. **If you want a copy of our "Partner_GP_Health Check" or the "Vendor _GP_Health Check" Playbooks, please email at [email protected] and I will send you a copy.

Episode Focus: Recap and analysis of Catalyst 2025; top takeaways, trends, tools, and areas to watch in partner ecosystems. 🔹 Segment 1: Setting the Stage – Catalyst 2025 Overview (5–6 min) Purpose: Contextualize the event for listeners and explain why it matters • 700+ attendees: Partner, ecosystem, channel, and alliances leaders • Partnerships now have a seat at the table—more exec-level engagement than ever before • Rise of the Chief Partnership Officer (CPO)—a legitimized function • The evolution: from “nice-to-have” to “critical growth lever” Conversation Prompts: • How has the perception of partnerships changed over the past 5 years? • What was the energy like at this year’s Catalyst? • Biggest surprises or moments that stood out? 🔹 Segment 2: Top 5–7 Takeaways That Matter Most (12–15 min) Purpose: Highlight the most important trends and insights shaping partner strategy 1. Partnerships as a GTM Strategy → Not just a channel—central to business growth → PLG (Partner-Led Growth) is replacing traditional outbound 2. Trust > Transactions → Pipeline swaps are dying—deep collaboration wins → Trust-building as the foundation for scale 3. Partner Data Strategy & Attribution → Joint dashboards, LTV/CAC metrics, sourced vs. influenced revenue → “If you can’t measure it together, you can’t scale it together” 4. Smarter Ecosystem Curation → Fewer, deeper, aligned partnerships over "partner with everyone" → Strategic > reactive, aligned to ICP and GTM motion 5. AI + Automation in Partner Ops → Tools like Paai, Crossbeam Copilot, WorkSpan driving automation → AI is accelerating prioritization, onboarding, and reporting 6. Partner Enablement Remains Undervalued → Still too many partners without clear support → Enablement = revenue multiplier if done right 7. The Rise of Cross-Functional Alignment → Partner success needs sales, CS, product, and exec buy-in → Silos are still the biggest barrier to scale Conversation Prompts: • Which takeaway felt most urgent for your own team? • Are companies doing a good job with attribution yet? • How are partner teams using AI realistically—not just buzzwords? 🔹 Segment 3: Challenges and Watchouts for 2025 (8–10 min) Purpose: Discuss what might derail progress or stall partnership programs Top Challenges: • Misaligned incentives across internal teams • Partner fatigue / lack of prioritization frameworks • Attribution confusion leading to underinvestment • Overly complex partner tech stacks • Low executive visibility into partner impact Key Things to Watch: • More tech consolidation and platform-centric partner plays • Rising importance of co-innovation and co-sell motions with hyperscalers (AWS, Microsoft, GCP) • Ecosystem maturity → not about having logos, but real joint value creation • Increased headcount + budget for partner teams (especially new roles like Partner PMs) Conversation Prompts: • Where are most partner programs falling short? • Is partner enablement getting enough love and budget? • Are companies still confusing BD with real strategy? 🔹 Segment 4: Final Thoughts + What Comes Next (5–7 min) Purpose: Inspire action and reflection for listeners Closing Topics: • Partner orgs need to stop thinking like support teams and start thinking like core revenue engines • Building partner trust = building customer trust • The next generation of partner pros is already making waves—empower and invest in them • AI won’t replace partnership strategy—it will enhance and accelerate it • Co-build, co-market, co-sell — the new 3Cs of growth Final Provocations: • How are you prioritizing your partner stack? • Are your partners solving real problems—or just filling checkboxes? • What’s one thing you’ll do differently after hearing this episode?

You don’t need a booth to own a conference. In this episode of The Channel Surfers, we break down how to maximize every minute on the floor — without a single branded tablecloth. From pre-show planning to partner power moves and post-show follow-up, this is your blueprint for turning badge scans into real revenue. Pound the pavement. Skip the swag. Let’s go. [Listen here] #TheChannelSurfers #ChannelSales #PartnerFirst #ConferenceHustle

In this episode of The Channel Surfers, John McCabe and Jeff Lennon welcome Asher Matthew, CEO of Partnership Leaders and a true force in the modern channel and ecosystem movement. Asher brings his unique blend of startup energy, enterprise channel chops, and community-first leadership to a deep conversation about where the partner ecosystem model is heading—and how go-to-market leaders can evolve to keep up. Asher shares his journey from hands-on channel operator to startup advisor and now CEO of one of the most influential communities in partnerships. The discussion centers around the mindset shift required to build with partners, not just through them, and how companies can drive repeatable, scalable success across all stages of growth. Highlights include: • 🌐 Why the future of GTM is ecosystem-led—and what that means for traditional channel orgs • 🤝 The traits of modern partner leaders (and the importance of being product-aware and revenue-tied) • 🛠 Frameworks for building community and activating partners earlier in the customer journey • 🔁 The feedback loop between field teams, product, and partner orgs—and how to make it real • 💡 Tactical advice for channel professionals looking to stay relevant and drive impact in today’s ecosystem-driven world Asher’s perspective is both practical and visionary—offering real-world stories, frameworks, and plenty of quotables. If you’re a channel leader looking to modernize your motion or a founder building your first partner strategy, this episode is packed with takeaways you can put into action. 📢 “Partners don’t just amplify what you do—they co-create the future with you.” – Asher Matthew

In this episode of The Channel Surfers, John McCabe and Jeff Lennon sit down with Craig Gleason, a seasoned channel strategist and one of the leading voices in the fractional executive space, to explore how companies can scale smarter and faster by leveraging fractional channel leadership. Craig breaks down what a Fractional Channel Executive actually does and why more companies—especially early-stage and high-growth tech vendors—are turning to this model to accelerate partner program development, GTM execution, and revenue without the overhead of a full-time hire. From building a channel strategy from scratch to revitalizing stagnant partner ecosystems, Craig shares real-world examples and key KPIs fractional leaders can impact in under 90 days.

In this light-hearted episode, we explore how the game of golf mirrors the journey of building a strong channel business. From strategic patience to playing the long game, we break down the parallels between swings on the course and swings at growing partnerships. Key Talking Points: Why you need more than one "club" in your partner bag The difference between big swings and steady putting (flash vs. follow-through) Understanding each partner like you read the course The value of tempo, timing, and follow-up in deals How a long-term mindset wins in golf and the channel Takeaway: Just like golf, building a winning channel strategy is about consistency, finesse, and knowing when to go big—or lay up.

In Part 2 of this 2 Part episode, John and Jeff look into how professionals, especially in tech and channel sales, are dealing with layoffs in this tough market: 1) Storie from the Field: • Real life examples of people getting laid off. 2: Mindset & Mental Health • Managing stress, uncertainty, and imposter syndrome • The importance of professional networks and community support • Tactical Next Steps • Personal Branding: Updating LinkedIn, sharing expertise • Leveraging Networks: How to reconnect with past colleagues, mentors, and industry leaders • Exploring New Paths: Consulting, freelancing, starting a business • Upskilling & Certifications: Making yourself more competitive

In this episode of The Channel Surfers, John McCabe and Jeff Lennon sit down with Jared Fuller — Co-Founder of nearbound.com, host of PartnerUp, and a leading voice in the partnerships ecosystem. Jared brings the heat as we dive into: • Why the traditional channel mindset is outdated • The evolution from channel to ecosystem • How “nearbound” is shaping the future of go-to-market • What most companies get wrong about partner strategy • And why trust is the new currency in sales Whether you’re a seasoned channel leader or just starting your partnerships journey, this episode is packed with insights, frameworks, and real talk about what it takes to win with and through partners in today’s landscape. 🎧 Tune in and get ready to think bigger, broader, and more collaboratively. #ChannelSurfers #Partnerships #Nearbound #Ecosystem #JaredFuller ⸻ Want me to tailor it more to your tone or add any call to action?