The Channel Surfers

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: john@channelsurfers.com | jeff@channelsurfers.com 🔗 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.