What if the biggest opportunity in channel sales isn’t about what you sell, but how you embed lasting change?

In this episode we’re joined by Max Ramos, a seasoned channel leader with a career spanning from seller to global channel lead. Max shares his perspective on how the channel ecosystem has evolved - from product resale to complex solution selling and what it really takes to get partners on board with transformational change.

We explore the psychology behind shifting seller behaviour, the role of leadership in setting the vision, and why embedding change matters more than simply knowing or doing.

What You’ll Learn

- Change Management That Works: Why communication, incentives, enablement and leadership are essential pillars of channel transformation.

- Trust and Alignment: How clear, repeatable motions and strong OEM–partner alignment build lasting trust.

- Embedding for Impact: Why the real differentiator isn’t launching a new programme, it’s embedding it so it scales.

Max’s reminds us that true channel transformation isn’t about forcing partners to sell differently. It’s about clarity, trust, leadership and creating programmes that become second nature.

The Sales Transformers Podcast is produced by Urban Podcasts.