The Channel Surfers - Episode 69 - "Breaking the Channel Myths: Why Most Partner Programs Don’t Produce Revenue with Craig Booth"

The Channel Surfers - Episode 69 - "Breaking the Channel Myths: Why Most Partner Programs Don’t Produce Revenue with Craig Booth"

This conversational, insightful, and often humorous episode brings together hosts Jeff and John with guest Craig Booth, a seasoned technology sales and channel expert. The discussion charts Greg’s journey from direct sales at companies like Juniper Networks and Avaya into partner/channel leadership, and introduces his methodology-first approach to modernizing the partner ecosystem through data, AI, and a new operational framework and platform at Channel Force. The tone is collaborative, practical, and candid—grounded in real-world channel operations, with plenty of fresh perspectives on how to engineer revenue and activate partner sellers. Core Themes - Shift the channel from relationship-first “soft science” to revenue-engineered, data-driven “hard science.” - Focus on activating individual partner sellers—not just signing partner logos. - Use AI as an enabler inside a solid methodology and unified operating system. - Bridge the execution gap between CRM and PRM with a middleware layer (MP³OS) that connects planning, production, and performance intelligence.

The Channel Surfers - Episode 68 - "Lessons from 1776 on How To Build a Better Channel'

In this celebratory and playful episode of the Channel Surfers podcast, co-hosts Jeff Lennon and John McCabe draw a compelling and humorous parallel between the founding of the United States in 1776 and the modern-day challenge of building and scaling a successful channel partner ecosystem. Recorded with Jeff “just outside of Philadelphia” on the cusp of America’s 250th birthday, the conversation blends historical analogies with actionable channel strategy. The tone is conversational, upbeat, and lightly irreverent, with the hosts joking about being the “founding fathers of channel podcasts” while anchoring their banter with concrete takeaways for channel leaders. Core Analogy: The Founding Fathers as a Channel Leadership Team The hosts kick off their elaborate metaphor by assigning roles to the Founding Fathers as if they were assembling a channel leadership team: - George Washington as The Channel Chief/President: The ultimate leader who sets direction, rallies the coalition, and is put in place when the time is right. His early military failures, like at Fort Duquesne, are highlighted as crucial learning experiences, underscoring that failure is a vital lesson in growth. Jeff frames Washington as the “channel chief” who eventually becomes “president of the company” (i.e., the country). - John Adams as VP of Sales/Channel: The often-overlooked "groundbreaker" and behind-the-scenes stabilizer who works the deals, builds trust, and keeps stakeholders aligned to establish the foundational relationships necessary for success. - Thomas Jefferson as The Visionary/Operations: The strategic mind responsible for the grand plan. Jeff positions Jefferson as the operations-minded visionary who “maps out the plan,” akin to drafting a channel charter or strategy document (the Declaration of Independence). - Benjamin Franklin as The Strategic Alliances Director: The diplomat tasked with securing crucial foreign partnerships. John calls him the “OG strategic account director” who wooed France, illustrating the importance of international alliances and influence. Jeff humorously likens him to the "John Daly" of the group—a fun guy who also gets critical deals done. - Alexander Hamilton as The Chief Revenue Officer (CRO): Credited with structuring the nation's financial underpinnings, an analogy for building the revenue architecture, partner incentives, and fiscal discipline in channel programs. The Thirteen Colonies as a Partner Ecosystem The metaphor is expanded to view the Thirteen Colonies as a diverse partner ecosystem, where the strength lies in uniting different entities toward a common goal. - Diversity as a Strength: Just as each colony had its unique economy (e.g., Virginia's tobacco), modern partners (VARs, MSPs, GSIs, ISVs) bring specialized skills. The ecosystem's power comes from uniting these diverse partners. - Alignment is Key: The challenge is to unite partners with different business models under a shared vision, a fundamental need that hasn't changed since 1776. - The Constitution as a Channel Charter: A clear, foundational document—like a channel charter—is essential. The Declaration of Independence and the Constitution serve as metaphors for codifying the vision, principles, rules of engagement, and goals to ensure everyone knows their role. "No Taxation Without Attribution": Channel Conflict and Fairness The famous revolutionary slogan, "No taxation without representation," is cleverly reframed for the channel world as "No taxation without attribution." - Fairness Over Revenue: The hosts argue that most channel conflicts, like the American Revolution, are not fundamentally about money but about fairness. Partners want equitable treatment and recognition for their contributions. - The Importance of Trust: John shares an anecdote about a partner whose primary concern was "Don't make me look bad," highlighting that trust is paramount. If a partner feels betrayed, the relationship is effectively "dead."

The Channel Surfers - Episode 67 - " From Gifting to Trust: Braydan Young’s Next Big Bet"

John and Jeff open with their trademark easygoing banter—John’s son just got married in Charleston, South Carolina, and both hosts are happily exhausted—before welcoming their guest: Braden Young, co-founder of Sendoso and founder of Slash Experts. Across the conversation, they blend startup war stories, practical go-to-market tactics, and candid reflections on hiring, fundraising, scaling, and the evolving role of AI—delivered in a conversational, humorous, and grounded tone that emphasizes trust and human connection over pure automation. Major Takeaways - Speed to market matters: sell first, build in parallel, and let demand shape integrations and features. - Ask power questions that reveal ROI gaps (“What did last year’s holiday gifting achieve?”). - Human-to-human gestures (like coffee e-gifts) outperform mass automation for GTM. - Physical ops (warehousing) are messy; manage perception and iterate. - Hire with intention: define mission, values, roles, and career paths; avoid rushed, culture-lite scaling. Be transparent about money and metrics. - Fundraising favors proof: revenue and growth can offset pedigree biases. - Customer proof is a channel motion: move references earlier to speed deals and build confidence. - Start small and measure: implement one stage or play, track impact, and iterate. - Treat advocacy like an operating system: establish routing, governance, and metrics to execute effectively. - AI augments, not replaces, human trust. The “human in the loop” is essential, especially for larger deals.

The Channel Surfers - Episode 66 - "Building a Revenue Generating MSP Program with Jon Purcell"

In this episode, The Channel Surfers blends candid sales-shop talk with practical channel strategy and grounded AI insights. Jeff and John interview Jon Purcell, who runs Untapped Channel Strategy, to unpack how to de-conflict MSP and direct sales motions, compensate fairly, and leverage AI without the hype. Key threads: customer-first principles, smart comp plans, rules of engagement, AI as a productivity multiplier (not a magic replacement), and why MSP is a distinct economic model—not “cheaper VAR.” Key Discussion Points and Insights - Customer-first sales alignment - John’s guiding principle: do what’s best for the customer. When both direct reps and MSPs are involved, comp plans should ensure reps don’t fight over credit and customers aren’t forced into unnatural licensing choices. - Practical approach: “We’ll take care of our people on the back end.” Comp everyone involved so the customer can consume in the way their business needs. - Comp plans that reduce friction - Jon’s “50% commission on MSP-assisted deals” POV: Many reps will gladly accept a lower rate on low-effort MSP-driven volume if it frees time to build pipeline elsewhere. - Design for two motions: - MSP-focused partner managers measured on total MSP-sourced revenue. - Direct reps with clear rules of engagement and comp when their accounts transact via MSPs. - Predefine rules to avoid ad hoc decisions. Successes snowball; failures snowball faster. - Risk of organizational rumor spirals - Jeff likens unmanaged friction to a “boat taking on water.” John notes small comp conflicts can become “catastrophic” through whisper networks. Preempt with policy, clarity, and consistent execution. - AI in MSP and channel motions: helpful, not magical - Jon’s usage: - Research and pre-call prep: saved “days, if not weeks.” - Market monitoring and personal productivity: daily brief that prioritizes tasks and calendars. - Content drafting: Claude drafts LinkedIn posts; John still edits and schedules—human-in-the-loop is essential. - Enterprise constraints: - Vendor-side and large MSP stacks often lock down AI tools (Gemini, ChatGPT, Copilot), reducing them to basic chatbots. Unlocking compliance and data-access safely is key to useful outcomes. - Overhyped claims: - AI rarely “removes your job.” You can’t “open Claude and go to the beach.” It augments; it doesn’t replace skilled execution.

The Channel Surfers - Episode 65 - "Ecosystem Specialization: Why Generalists Are Getting Squeezed"

On this episode of The Channel Surfers, Jeff and John opened their podcast by tackling the decline of the "generalist" partner model, where businesses try to be everything to everyone. They argued that market pressures from buyers, vendors, and AI are making this broad approach unsustainable. The core thesis is that partners must specialize to survive, focusing on specific outcomes, environments, and industries to create a differentiated and repeatable value proposition. The discussion then moved to defining specialization as doing fewer things with deeper execution and proof. This approach, they argued, helps build trust with buyers and enables more aligned co-selling. This led to a friendly debate about sales strategy, with one speaker championing deal velocity for consistent business, while the other advocated for a balanced pipeline that includes larger "whale" deals. Finally, they wrapped up the formal podcast with an actionable three-step plan for businesses looking to begin their specialization journey, emphasizing key metrics like win rates and time to first dollar. After the official sign-off, the conversation transitioned into a candid debrief where the co-hosts discussed their performance, how to better integrate sponsor commercials, and planned logistics for future recordings.