Channel Journeys Podcast

Where do you go for advice on how to navigate the evolving technology and partner landscape? There’s a new player in town that offers some unique benefits for partners and partner managers. For this episode, I sit down with MJ Shoer, Chief Community Officer, and Carolyn April, Head of Research at the new Global Technology Industry Association (GTIA). GTIA was formed by the spin-off of CompTIA. MJ discusses the ongoing role of CompTIA and the focused mission of the newly created GTIA. April dives into highlights from the 2025 IT Industry Outlook report she developed.  KEY TAKEAWAYS Here are my top 10 takeaways from my conversation with Carolyn and MJ: 1. Transition and Focus of GTIA: The shift from CompTIA to GTIA underscores the importance of evolving to meet industry needs. Stay updated with organizational changes within major industry associations to understand how they may benefit or impact your business. 2. Importance of Strategic Partnerships: Collaborating with other solution providers can fill skills and services gaps. Formalize partnerships with clear contracts to ensure both parties understand roles, responsibilities, and benefits. 3. Skills-Based Hiring: Moving away from traditional degree requirements can widen the talent pool. Implement a skills-based framework for hiring and promotions to attract diverse and capable talent. 4. Cybersecurity: It remains a critical area for investment and focus. Leverage GTIA’s cybersecurity resources and threat intelligence to enhance your business’s cybersecurity posture. 5. Market Adaptability: Understanding ROI for technology investments is more crucial than ever. Develop clear messaging that articulates the ROI of technology solutions to potential clients. 6. AI Integration: AI is revolutionizing various aspects of business operations and cybersecurity. Experiment with AI tools internally to improve efficiency before offering AI services to clients. 7. Data Services: There’s a growing need for specialized data services. Explore and invest in data management and analytics services to add to your offerings. 8. Global Perspective: Being aware of global issues can better inform business strategy. Engage in forums and discussions that address global trends and their impact on the technology industry. 9. Non-Profit Benefits: GTIA’s model of subsidizing member dues can facilitate more accessible participation and resources. Join industry associations like GTIA to take advantage of their comprehensive member benefits. 10. Continuous Learning: GTIA’s research and educational programs provide critical industry insights. Participate in GTIA’s events and utilize their research to stay informed and enhance your strategic decisions. LINKS & RESOURCES * Connect with MJ [https://www.linkedin.com/in/mshoer/] and Carolyn [https://www.linkedin.com/in/carolyn-april-90894233/] * Learn more about ChannelCon 2025 [https://channelcon.gtia.org/] * Download the 2025 State of the Channel Report [https://gtia.org/resources] The post Unlocking the Benefits of GTIA with MJ Shoer & Carolyn April [https://channeljourneys.com/unlocking-benefits-gtia-mj-shoer-carolyn-april-cj162/] first appeared on Channel Journeys [https://channeljourneys.com].

Are you feeling the heat to justify your investment in partnering? Do you know what return on investment (ROI) you’re getting? Many partnering leaders are fighting for investment and having to answer difficult questions from their CFO and CEO to substantiate the value of partnering.  I recently had the pleasure of meeting someone who has spent a lot of time with CFOs on this topic. Harald Horgen is a partnering strategist and CEO of The York Group. Harald shares his methodologies and critical aspects to consider when assessing the return on investment for business partnerships. In this episode you’ll gain valuable insights into optimizing your partnerships, measuring their effectiveness, and driving growth.  KEY TAKEAWAYS Here are 10 steps Harald shared that you can take to increase the return on your partnering investment: 1. Understand Your Objectives: Clearly define what you aim to achieve with each partnership. Set specific, measurable goals for every partnership and align them with your overall business strategy. 2. Evaluate Partner Potential: Not all partners are created equal. Evaluate their potential value before committing. Create a checklist of criteria to assess the potential of new partners. 3. Establish Clear Metrics: Define how you will measure success and communicate this to your partners. Develop a set of key performance indicators (KPIs) for your partnerships. 4. Continuous Monitoring: Consistently track the performance of your partners against the defined metrics. Set up a regular review process to evaluate partner performance. 5. Open Communication: Maintain a transparent and open line of communication with your partners. Schedule regular meetings and updates to discuss performance and address any issues. 6. Mutual Benefits: Ensure that the partnership provides value to both parties involved. Regularly revisit and renegotiate terms to keep the partnership mutually beneficial. 7. Adapt and Evolve: Be prepared to adapt your strategies as market conditions and business goals change. Stay agile and be willing to pivot partnership approaches when necessary. 8. Leverage Technology: Use the right tools and software to facilitate partnership management and ROI tracking. Invest in partnership management software to streamline processes and data analysis. 9. Risk Management: Identify potential risks associated with the partnership and develop mitigation strategies. Develop a risk management plan for each partner relationship. 10. Learning and Improvement: Continuously learn from each partnership and improve your approach based on past experiences. Conduct post-partnership reviews to glean insights and apply them to future collaborations. LINKS & RESOURCES * Connect with Harald on LinkedIn [https://www.linkedin.com/in/hhorgen/] * Listen to Peter Thomas on 5 Steps to Maximizing Your Channel Marketing ROI [https://channeljourneys.com/peter-thomas-maximizing-your-channel-marketing-roi-cj27/] * Find out The Number One Challenge of Partner Leaders [https://channeljourneys.com/mark-rogers-number-one-challenge-partner-leaders-cj144/] with Mark Rogers The post 10 Steps to Maximize Your Partnering ROI with Harald Horgen [https://channeljourneys.com/10-steps-maximize-partnering-roi-harald-horgen-cj161/] first appeared on Channel Journeys [https://channeljourneys.com].

What are you doing in your company to drive partner ecosystem-led growth? In this episode of Channel Journeys, I sit down with Bob Moore, CEO of Crossbeam, to discuss the transformative power of ecosystems in the tech and SaaS industry. We talk about Bob’s book, Ecosystem-Led Growth and get a behind-the-scenes look at Crossbeam’s merger with Reveal. Reflecting on past experiences and the evolution of Crossbeam, Bob shares valuable lessons for business executives and partnership leaders on leveraging ecosystems. By applying these lessons, you can unlock the power of ecosystem-led growth, paving the way for sustainable success and innovation. KEY TAKEAWAYS Here are my five top takeaways from my conversation with Bob and specific actions you can take to unlock ecosystem-led growth: 1. Embrace Ecosystem-Led Growth (ELG): Bob emphasizes that traditional hub-and-spoke models are outdated. Successful companies operate in a web of interconnected partnerships, where everyone can be both a hub and a spoke. Action Item: Redefine your partnership strategy to foster interconnected relationships that unlock mutual value. 2. Focus on Value Creation: While partner teams often push for attribution, Bob highlights that CEOs and CROs prioritize tangible outcomes like increased pipeline and higher deal closures. Action Item: Shift your emphasis from attribution metrics to demonstrating clear and measurable business results driven by partnerships. 3. Adapt to Market Movements: Bob’s experience with his first company, RJ Metrics, taught him the importance of anticipating market changes. Those who can adapt their strategies to evolving market conditions are more likely to sustain product-market fit. Action Item: Continuously monitor market trends and adapt your product and partnership strategies to stay ahead. 4. Integration of Ecosystem and Product: A strong product should naturally attract partners by offering integrations that enhance its core functionalities. Bob notes this approach was vital for Crossbeam’s success. Action Item: Evaluate your product for potential integrations that could attract strategic partners, thereby expanding your ecosystem. 5. Collaboration Beyond Sales: ELG impacts all aspects of business, from product strategy to go-to-market approaches, necessitating comprehensive integration across departments.    Action Item: Foster cross-departmental collaboration to ensure insights from partnerships are integrated into product development, marketing, and sales strategies. LINKS & RESOURCES * Connect with Bob on LinkedIn [https://www.linkedin.com/in/robertjmoore/] * Listen to my first conversation with Bob on How to Share Data to Drive Channel Partner Success [https://channeljourneys.com/?s=bob+moore] The post Unlocking the Power of Ecosystems with Bob Moore [https://channeljourneys.com/unlocking-power-ecosystems-bob-moore-cj160/] first appeared on Channel Journeys [https://channeljourneys.com].

It’s always a good idea to look at the latest trends in partnering to make sure your strategy and programs are keeping up with the times. In this episode, I’m speaking with Margaret Adam, a former industry analyst and head of ecosystems research, about her five channel predictions for 2025. Margaret is now the Director of Product and Partner Marketing at the Channel Mechanics, a firm focused on channel program automation and execution. We dive into her predictions and the resulting shifts needed in partner programs.   Margaret elaborates on the ‘three C’s’ of partnering, the role of AI, the orchestration of outcome-driven partner journeys, and the challenges of partner attribution, with actionable insights that you can implement. KEY TAKEAWAYS Here are the top five lessons learned from Margaret’s partner predictions for enhancing partner programs and strategies: 1. Embrace the Three C’s of Partnering: * Co-Selling: Organizations need to adopt collaborative co-sell strategies with both traditional and non-traditional partners, like ISVs and GSIs. This involves creating programs that streamline the process of working together. * Cloud Marketplaces: Partners need enablement programs, incentives, and educational initiatives tailored to fully utilize cloud marketplaces for better transaction capabilities. * Customer Success: Vendors should focus on building strong customer success programs that align vendors and partners to jointly manage customer satisfaction and retention. 2. Go All-In on AI for Partner Success: * Vendors should support partners by lowering the barriers to entry for AI technology, helping them to build capabilities that leverage AI for business growth. * AI can also be instrumental internally for partner success, such as tools that match partners with the right customer opportunities, enhancing the efficiency of joint efforts and optimization of partner resources. 3. Orchestrate Specific, Outcome-Driven Partner Journeys: * Vendors should create personalized paths for partners based on their profiles and requirements, e.g., advancing AI expertise or excelling in digital marketing strategies. * This involves detailed business and account planning, combined with real-time monitoring and automation, to ensure partners are consistently progressing toward their goals and refining their competencies. 4. Address Complexities in Attribution: * Robust, data-driven methods are essential to accurately track and reward partner contributions beyond just transactions. Recognizing various partner activities, like inflow of leads or support in product integration, can optimize resource allocation and ensure fair compensation. * By developing a detailed understanding of partner influences on accounts, vendors can better prioritize resources and enable strategic decision-making. 5. Adapt to the Future of AI and Cookie-less Environments: * Companies must prepare for reduced organic traffic to websites by leveraging content and SEO strategies aligned with AI-driven searches. * Partners will need to increase their visibility through optimized digital strategies to remain discoverable in new searches driven by AI. * It’s crucial for vendors to support their partners in navigating this shift, ensuring they are well-equipped to capture and convert leads in an AI-dominated marketing world. LINKS & RESOURCES * Connect with Margaret on LinkedIn [https://www.linkedin.com/in/madamsw/] * Hear How to Build the Ultimate Partner Success Program with Jason Beal [https://channeljourneys.com/how-build-partner-success-program-jason-beal-cj146/] The post The Top 5 Trends Shaping Partner Programs with Margaret Adam [https://channeljourneys.com/top-5-trends-shaping-partner-programs-margaret-adam-cj159/] first appeared on Channel Journeys [https://channeljourneys.com].

If you listen to Channel Journeys, you know I’m passionate about sailing. I thought 2024 was going to be a year without any time on the water. Fortunately, that changed mid-November when I received an OPO Crew Request in my email inbox. OPO (Offshore Passage Opportunities) is a sailing network that helps connect boat owners and captains with willing and able crew for ocean deliveries. The email I received read “boat owner and skipper Ben is looking for two more experienced crew for a total of 4 crew to sail his Oyster 655 from Bermuda to Tortola BVI. 850 miles, about 8 days.” In this episode, I share the story of the sailing adventure I embarked on less a month later. Our passage took us 950 miles, sailing along the eastern edge of the Bermuda Triangle. You’ll hear how I worked my way up to ocean sailing and how you can too.   If you’re interested in sailing, or just want to hear a fun adventure, this episode is for you! HIGHLIGHTS [https://channeljourneys.com/wp-content/uploads/2025/02/Leaving-Bermuda-1024x576.jpg] Leaving Bermuda [https://channeljourneys.com/wp-content/uploads/2025/02/Sunset-at-Sea-1024x576.jpg] Another beautiful ocean sunset [https://channeljourneys.com/wp-content/uploads/2025/02/Night-Flying-1024x576.jpg] Night flight: instrument sailing [https://channeljourneys.com/wp-content/uploads/2025/02/He-got-away-1024x862.jpg] The joy of offshore fishing, even when the monster tuna gets away! [https://channeljourneys.com/wp-content/uploads/2025/02/Moon-over-Harbor-1024x576.jpg] We made it! Moonbeam over Soper’s Hole [https://channeljourneys.com/wp-content/uploads/2025/02/We-Made-It-1024x770.jpg] What a beautiful boat [https://channeljourneys.com/wp-content/uploads/2025/02/Nigels-1024x576.jpg] Bar is Open! LINKS & RESOURCES * Listen to Sailing the Bermuda High in a Covid Low [https://channeljourneys.com/rob-spee-sailing-bermuda-cj143/] * Hear A Sailing Journey Through Covid [https://channeljourneys.com/rob-spee-sailing-journey-through-covid-cj60/] * Learn more about Offshore Passage Opportunities [https://www.sailopo.com/h1.aspx] The post Set Sail with My Bermuda Triangle Adventure [https://channeljourneys.com/rob-spee-sailing-bermuda-triangle-cj158/] first appeared on Channel Journeys [https://channeljourneys.com].