We explore how AI can actually help partner programs today, where it still falls short, and what data foundations are needed to turn dashboards into decisions. Margaret Adam, Director Product & Partner Marketing at Channelscaler shares practical wins in co-sell matchmaking, MDF automation, and personalising enablement at scale while keeping trust central.

• AI use cases that already work in channel
• Data readiness and workflow standardisation
• PRM as the real-time window for partners
• Personalisation with next best actions
• Co-sell partner matching beyond certifications
• Attribution support in multi-partner deals
• Generative AI guardrails and brand context
• Balancing automation with human relationships
• Measuring ROI through time saved, engagement uplift, conversion gains
• Future interoperability across ecosystems

Channel Voices is currently sponsored by Meter.

To stay up to date follow us on LinkedIn.

Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

Visit www.ChannelVoices.com

Until next time 👋

We challenge the doom narrative that AI will replace channel managers and show how the role expands when automation takes the grunt work and humans focus on trust, coaching, and strategy. Practical examples walk through insights, personalisation, and predictive tools that make partnerships stronger.

• What AI automates across reporting and campaigns
• How insights flag risk and opportunity for partners
• Why relationships, empathy and negotiation remain decisive
• How leading vendors use hyper-personalisation and scoring
• The risk of delaying AI adoption in ecosystems
• A simple playbook to start and set guardrails

Your feedback, questions, and success stories help shape the next episodes, so feel free to drop us a line or share your ideas for what you want to hear next!

Channel Voices is currently sponsored by Meter.

To stay up to date follow us on LinkedIn.

Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

Visit www.ChannelVoices.com

Until next time 👋

This episode of Channel Voices Podcast has been sponsored by Meter.

We explore how networking is shifting from hardware refreshes to daily value, why trust must be proven with evidence, and how partners can bridge from Capex to resilient recurring revenue without losing top‑line margin. Adam shares tactics for trials, enablement, roadmap transparency, and rules that reduce channel conflict.

• Defining partner value as daily outcomes, not one‑off sales
• Three partner mindsets: detractors, skeptics, early adopters
• 45‑day full stack trials as proof, SE support
• Upfront rebate bridging Capex to subscription margins
• Enablement path: lab installs, office kits, certification
• Transparent roadmap and faster feature delivery
• Co‑sell, services monetisation, certified installer network
• Going all‑in on channel and clear rules of engagement
• Talent shortage in networking and operational leverage
• Growth through repeatability over single deal maximisation

Channel Voices is currently sponsored by Meter.

To stay up to date follow us on LinkedIn.

Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

Visit www.ChannelVoices.com

Until next time 👋

This week on Channel Chewsday, we’re diving into how to turn raw partner data into sharp, personalised coaching that actually moves the needle. If you’ve ever felt your partner enablement relies more on instinct than insight, this one’s for you.

We’ll walk through how to go from intuition to evidence—choosing the right KPIs, designing dashboards that drive action, and guiding your team through a 90‑day rollout that turns analytics into outcomes.

Here’s what we’ll cover:

• Why data‑driven coaching always beats gut feel
• The three pillars of partner performance: metrics, personalisation, and technology
• The revenue‑tied KPIs that matter most
• How to build dashboards that make it easy to spot what’s working
• Training managers to coach using real conversation insights
• Using predictive analytics to flag risk early and focus effort
• A 90‑day rollout plan from setup to pilot
• How to turn insights into consistent next steps

Thanks for listening, and don't forget, your feedback, questions, and success stories help shape the next episodes.

Drop us a line or share your ideas for what you want to hear next.

Channel Voices is currently sponsored by Meter.

To stay up to date follow us on LinkedIn.

Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

Visit www.ChannelVoices.com

Until next time 👋

This Chewsday, we chew on how to make channel ROI undeniable with aligned goals, clean data, and human stories that win over finance, boards, and partners. From MDF benchmarks to advisory boards, we share practical tools you can use this week.

• Aligning channel activity to broader business goals
• Building real-time dashboards for pipeline and velocity
• Using case studies to turn skeptics into supporters
• Creating partner advisory boards and feedback loops
• Quick-win metrics like deal registrations and certifications
• Measuring MDF from lead to closed-won with 10x target
• Combining story and statistics to defend investment

Channel Voices is currently sponsored by Meter.

To stay up to date follow us on LinkedIn.

Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

Visit www.ChannelVoices.com

Until next time 👋

We share a no-fluff playbook for channel leaders to turn chaos into momentum through honest communication, smart activation, and practical AI enablement. We cover partner fit, metrics that matter, and how to lead with both heart and rigour.

• Clear, timely, transparent communication that builds trust
• Segmenting partner needs and matching enablement
• Streamlined onboarding, fast access, simple incentives
• Activation as early wins and ongoing support
• Practical AI guidance with training and tools
• Strategic partner recruitment based on fit and culture
• Using metrics to guide real conversations
• Leading with empathy, responsiveness, and consistency

If you found this helpful, why not share it with a fellow channel professional who could use the boost or maybe get some inspiration from this.

Channel Voices is currently sponsored by Meter.

To stay up to date follow us on LinkedIn.

Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

Visit www.ChannelVoices.com

Until next time 👋

Ashby Lincoln, with 35 years of IT industry experience, shares how honesty and technical expertise have been the foundation of his channel business for over two decades.

• Building a successful channel business requires bringing value to both customers and OEMs
• The Verinext approach focuses on truth-telling ("veri" = truth in Latin) and understanding customer needs before recommending solutions
• Channel ecosystem will transform through AI from transactional to business outcome-driven experiences
• Market will double in next five years with greater focus on marketplaces, cloud, and as-a-service models
• Effective OEM partners provide simple channel programs, field sales support, relationship-building approach, and backend incentives
• Constantly reinventing yourself is essential to staying relevant in the channel

Don't forget to subscribe, rate and leave a review on your favourite podcast platform. Every bit helps us grow and reach more future channel leaders like you.

Channel Voices is currently sponsored by Meter.

To stay up to date follow us on LinkedIn.

Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

Visit www.ChannelVoices.com

Until next time 👋

How do you build a thriving channel ecosystem? When does a partner become truly valuable? And what's the real story behind AI in cybersecurity?

Alex Glass brings his wealth of experience from Dell, Rapid7, Duo Security, Tessian, and now Expel to tackle these questions head-on in this conversation about partner strategy and cybersecurity trends.

With a career spanning individual contributor roles to leading global channel organisations through IPOs and acquisitions, Alex offers a unique perspective on what makes partner relationships work. He reveals Expel's strategic approach to partner development, including their dedicated focus on nurturing high-potential "growth partners" alongside established revenue generators.

Alex unpacks the reality behind generative AI in cybersecurity following the RSA Conference. Beyond the marketing hype, he explains how Expel integrates AI to enhance their MDR service with practical applications that deliver measurable results - including a remarkable 91% SOC analyst retention rate. For partners looking to navigate the AI landscape, Alex provides actionable insights on upskilling teams, evaluating ethical considerations, and understanding evolving regulations.

Perhaps most valuably, Alex shares what he wishes he'd known before starting his channel career - that this powerful ecosystem even existed. His journey highlights how channel partnerships consistently drive higher-quality pipeline, better conversion rates, and larger deals than other go-to-market approaches.

Whether you're a seasoned channel professional or just beginning to explore partner ecosystems, this episode delivers essential insights on building scalable, sustainable partner relationships in today's rapidly evolving cybersecurity landscape.

Channel Voices is currently sponsored by Meter.

To stay up to date follow us on LinkedIn.

Subscribe to Channel Voices Scope, a monthly LinkedIn newsletter where we provide you with additional information accompanying the podcast. We hope you find this newsletter informative and useful for your career and organisation.

Visit www.ChannelVoices.com

Until next time 👋