The Channel Buzz

The Partner Problem You Can’t Recruit Your Way Out Of

Partner growth often starts with the same response: recruit more partners. But what happens after those partners sign? In this episode, Amiee Keenan talks with partner enablement leader Alissa Amundson about why recruitment alone rarely creates sustainable channel growth. They explore what meaningful enablement looks like beyond training, how to help partners recognize and position opportunities, and why services enablement may be one of the biggest missed revenue opportunities in the ecosystem. Alissa also shares practical ways to measure enablement, build partner confidence, improve implementation quality, and keep your solution top of mind—even when partners represent competing vendors. You will also hear why a jeweler protected his Rolodex more carefully than his inventory, how a branded mug can become an enablement tool, and why partners should never be surprised during a QBR. Chapters: 00:00 Introduction to Partner Enablement and Its Impact 01:01 Alyssa's Background and Passion for Education 03:39 Common Misconceptions About Enablement 05:23 The Role of Structured Enablement Programs 07:14 Top of Mind Messaging and Visual Cues 09:30 The Value of Swag and Visual Reminders 11:13 Partner Relationship as a Critical Asset 14:17 Metrics to Prove Enablement Impact 18:24 Tracking and Communication in Enablement 22:06 The Biggest Revenue Opportunities Missed by Partners 26:40 The Entire Lifecycle of Partner Enablement 🔗 Connect with Amiee on ⁠LinkedIn⁠ [https://www.linkedin.com/in/amieekeenan/]  🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth. Learn more about ⁠The ISV Society⁠ [https://www.theisvsociety.com/]

Stop Measuring Events Like It's 2015

Why booth scans aren't the metric that matters anymore. One thing I've noticed is that most companies still judge event success by one number: Booth scans. But the best events create something much bigger than leads. They create conversations. Relationships. Visibility. Momentum. In this episode, event marketing strategist Megan Martin shares why it's time to rethink how we measure conferences, trade shows, and community events and what ERP ISVs should focus on instead. If you're sponsoring events this year, this conversation may change how you define success. Chapters: 00:00 Rethinking Event Success Metrics 04:46 Understanding Buyer Intent at Events 09:31 Post-Event Follow-Up Strategies 14:22 Creative Event Participation Ideas 19:28 Maximizing Event ROI Before, During, and After Check out Megan's podcast: Event About It [https://eventaboutitpodcast.com/] 🔗 Connect with Amiee on ⁠LinkedIn⁠ [https://www.linkedin.com/in/amieekeenan/]  🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth Download [https://theisvsociety.com/cvcc-growth-framework]The CVCC Checklist today! Learn more about ⁠The ISV Society⁠ [https://www.theisvsociety.com/]

Education Before Revenue: Building Better Technology Partnerships

Everyone wants partners who can generate revenue. But what if the real key to successful partnerships is slowing down first? In this episode of The Channel Buzz, Amiee Keenan sits down with Ronnie Kher, a partnership leader whose experience spans blockchain, AI, fintech, and insurance, to explore what it really takes to build partnerships in emerging technology markets. Rather than rushing to recruit partners and expecting immediate results, Ronnie shares why successful ecosystems are built through education, enablement, and alignment. Together they discuss: • Why partnership strategy should follow your sales strategy—not the other way around • The biggest mistake emerging technology companies make when onboarding partners • How education builds confidence, trust, and long-term success • Why proving success with a few strategic partners is more effective than recruiting dozens • How industry expertise and strong alliances accelerate adoption Whether you're leading partnerships, building an ecosystem, or launching new technology, this conversation offers practical lessons that apply far beyond AI and blockchain. 🔗 Connect with Amiee on ⁠LinkedIn⁠ [https://www.linkedin.com/in/amieekeenan/]  🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth. Learn more about ⁠The ISV Society⁠ [https://www.theisvsociety.com/] Download [https://theisvsociety.com/cvcc-growth-framework] The CVCC Checklist.

Visibility Is the Growth Strategy Nobody's Talking About

Most software companies don't have a product problem. They have a visibility problem. In this solo episode, Amiee Keenan shares a realization that has been shaping the future of The ISV Society and changing the way she thinks about growth in the technology ecosystem. After years of conversations with ISVs, ERP partners, SaaS leaders, and ecosystem builders, one theme kept showing up: "We're great at what we do. We just wish more people knew about it." Amiee explores why visibility has become one of the most important growth drivers for modern software companies and introduces The CVCC Framework—Clarity, Visibility, Community, and Collaboration. She also shares the thinking behind a new participation-focused vision for The ISV Society, why every conversation opens a new door, and how companies can create more opportunities simply by showing up consistently. If you're looking to build awareness, strengthen partnerships, and create momentum in the ecosystem, this episode is for you. 🚪 Open More Doors with the CVCC Growth Checklist Every conversation, event, introduction, and collaboration has the potential to open a new door. The CVCC Growth Checklist is designed to help you identify where your company is creating visibility, building relationships, and generating momentum across the ecosystem. Whether you're focused on awareness, partnerships, or growth, this practical guide will help you determine what's working—and where new opportunities may be waiting. Get the checklist. [https://assets.cdn.filesafe.space/lyiIa1xlSRHeMKvirUCe/media/69d26ae4fa2dde97424e587b.pdf] 🔗 Connect with Amiee on ⁠LinkedIn⁠ [https://www.linkedin.com/in/amieekeenan/]  🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth. Learn more about ⁠The ISV Society⁠ [https://www.theisvsociety.com/]

Stop Blaming Partners: What’s Really Holding Your Program Back

Many companies invest heavily in partner programs only to find themselves asking the same question months later: Why isn't this working? In this episode of The Channel Buzz Podcast, Amiee Keenan sits down with Bart Dirksen, Director of Strategic Solution Partners and founder of Partner Impact, to unpack what separates successful partner programs from those that struggle to gain traction. Drawing on more than 20 years of experience across sales, consulting, leadership, and partner management, Bart explains why partnerships often fail when they're treated as an add-on rather than a core business strategy. He shares the seven-layer framework behind high-performing partner ecosystems, the importance of executive ownership, why data matters more than most companies realize, and the common mistakes organizations make when trying to "fix" underperforming programs. The conversation also explores key concepts from Bart's newly released book, The Partnership Operating System, which provides a practical framework for building partnership programs that align strategy, operations, leadership, and growth. If you're building a partner ecosystem, scaling a channel strategy, or trying to get more value from your existing partner investments, this episode offers practical lessons and a fresh perspective on what actually drives long-term partner success. Buy the book [https://a.co/d/01P1GlCP] 🔗 Connect with Amiee on ⁠LinkedIn⁠ [https://www.linkedin.com/in/amieekeenan/]  🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth. Learn more about ⁠The ISV Society⁠ [https://www.theisvsociety.com/]