The Channel Surfers

What do Stayin’ Alive, Jive Talkin’, and You Should Be Dancing have to do with channel partnerships? Everything. In this special episode of The Channel Surfers, we connect 10 Bee Gees hits to the ups, downs, and disco moments of partner life. Whether you’re surviving EOM chaos or celebrating a joint win, these tracks hit differently.

Episode Title: Marketing as a Multiplier – A Conversation with Lisa Hayashi of Mimic Show Summary: In this episode of The Channel Surfers, we sit down with Lisa Hayashi, CMO of Mimic and a true champion of channel marketing. Lisa brings her deep expertise to the mic to unpack why marketing isn’t just a support function in a channel program—it’s a growth engine. We explore how strategic marketing d...

Exploring how building, managing, and growing channel partnerships is like running an amusement park—complete with thrilling rides, unexpected twists, and the need for careful planning to keep everyone coming back. “Onboarding is your park map—without it, partners wander aimlessly and miss the good stuff.” “Engagement is the roller coaster—keep the thrills coming, but don’t forget the safety harne...

In this episode of The Channel Surfers, we sit down with the CEO of Introw, the innovative Partner Relationship Management (PRM) platform that’s changing how vendors and partners connect, collaborate, and close deals. We explore the origin story of Introw, the pain points it solves for channel leaders, and how it’s modernizing partner engagement through streamlined introductions and real-time visi...

In this episode of The Channel Surfers, we build on the foundations laid in Episode 1 and dive deep into what it really takes to drive partner engagement and alignment. We explore how meaningful motivation—both financial and non-financial—can transform partner performance, and why building a sense of community is just as critical as hitting quotas. From standout incentive programs to peer learning...

In this episode, John McCabe and Jeff Lennon are joined by Dan Emanuele, Senior VP of Sales, for a conversation that bridges the often siloed worlds of sales and channel. The discussion uncovers how sales leaders can drive growth through a channel-first mindset, offering real-world insights from Dan’s decades-long career. Key Highlights: • Career Journey: Dan shares how he entered the world of sal...

🎙️ Episode: Finding, Recruiting, and Onboarding the Right Partners In this episode of The Channel Surfers, we break down what it takes to build a high-performing partner ecosystem—starting with choosing the right partners. From avoiding common recruitment pitfalls to structuring a world-class onboarding experience, this episode is packed with actionable insights. 🔍 What We Cover: • Why Partner Se...

Episode Summary: In this episode, The Channel Surfers sit down with Lautaro Cepeda, the CRO at Personize.ai, to explore how AI is evolving from a buzzword into a true enabler of human connection in the channel. We dig into how Personize.ai is leveraging generative AI to personalize partner and customer engagement at scale, what that means for modern GTM strategies, and why automation doesn’t have...

Episode Summary: AI is officially riding the Channel wave—and it’s not just hype. In this episode, John and Jeff dive into how artificial intelligence is transforming the way vendors and partners go to market together. From smarter partner targeting and predictive pipeline insights to auto-generated sales content and Netflix-style enablement, AI is fundamentally reshaping the Channel landscape. We...

1. Intro • “Ever wonder why some vendors become the go-to partner while others stay stuck in the line? It’s simple — they help partners make money.” . 2. Setting the Stage: Why Partner GP Matters (5–7 min) • Explain what Gross Profit means for VARs, MSPs, and MSSPs. • Break down how partner comp plans are tied to GP. • Explain the tension between vendor incentives and partner profitability. 📝 Tal...

Episode Focus: Recap and analysis of Catalyst 2025; top takeaways, trends, tools, and areas to watch in partner ecosystems. 🔹 Segment 1: Setting the Stage – Catalyst 2025 Overview (5–6 min) Purpose: Contextualize the event for listeners and explain why it matters • 700+ attendees: Partner, ecosystem, channel, and alliances leaders • Partnerships now have a seat at the table—more exec-level engage...

You don’t need a booth to own a conference. In this episode of The Channel Surfers, we break down how to maximize every minute on the floor — without a single branded tablecloth. From pre-show planning to partner power moves and post-show follow-up, this is your blueprint for turning badge scans into real revenue. Pound the pavement. Skip the swag. Let’s go. [Listen here] #TheChannelSurfers #Chann...

In this episode of The Channel Surfers, John McCabe and Jeff Lennon welcome Asher Matthew, CEO of Partnership Leaders and a true force in the modern channel and ecosystem movement. Asher brings his unique blend of startup energy, enterprise channel chops, and community-first leadership to a deep conversation about where the partner ecosystem model is heading—and how go-to-market leaders can evolve...

In this episode of The Channel Surfers, John McCabe and Jeff Lennon sit down with Craig Gleason, a seasoned channel strategist and one of the leading voices in the fractional executive space, to explore how companies can scale smarter and faster by leveraging fractional channel leadership. Craig breaks down what a Fractional Channel Executive actually does and why more companies—especially early-s...

In this light-hearted episode, we explore how the game of golf mirrors the journey of building a strong channel business. From strategic patience to playing the long game, we break down the parallels between swings on the course and swings at growing partnerships. Key Talking Points: Why you need more than one "club" in your partner bag The difference between big swings and steady putting (flash v...

In Part 2 of this 2 Part episode, John and Jeff look into how professionals, especially in tech and channel sales, are dealing with layoffs in this tough market: 1) Storie from the Field: • Real life examples of people getting laid off. 2: Mindset & Mental Health • Managing stress, uncertainty, and imposter syndrome • The importance of professional networks and community support • Tactical Next St...

In this episode of The Channel Surfers, John McCabe and Jeff Lennon sit down with Jared Fuller — Co-Founder of nearbound.com, host of PartnerUp, and a leading voice in the partnerships ecosystem. Jared brings the heat as we dive into: • Why the traditional channel mindset is outdated • The evolution from channel to ecosystem • How “nearbound” is shaping the future of go-to-market • What most compa...

In Part 1 of this 2 Part episode, John and Jeff look into how professionals, especially in tech and channel sales, are dealing with layoffs in this tough market. • Why this conversation matters: • Market conditions (tech layoffs, economic shifts) • The emotional and financial impact • Strategies for bouncing back Segment 1: The Reality of Layoffs • Brief market context: • Recent industry trends (c...

John and Jeff explored with Michelle Eatherton the push and pull shaping the partner ecosystem in the era of AI—what’s changing, what’s staying the same, and how past lessons can guide us through the next wave. Trends may come and go, but a thoughtful approach ensures we’re always learning and evolving. What lessons did we learn during the cloud boom during my time at Amazon Web Services (AWS) and...

In Episode 8, The Channel Surfers discuss PRM Solutions. As a channel executive, Are You a Believer in the power of a PRM (Partner Relationship Manager)? We flip the script on the show format, and Jeff interviews John on his knowledge/expertise on implementing PRM solutions over the past 10 years. Key Takeaways from this Podcast 1) Is your Channel Program big enough for a PRM 2) PRM solutions are...

On today's episode, The Channel Surfers discuss The Dilemma of Building a Channel. As an executive who is building a channel Program for a sale organization, you typically run into the "Believers" and "non-Believers" in supporting a Channel Program. John and Jeff walk you through the experiences they have had in working with the Believers and non-Believers as they build a channel program. Top Thre...

John and Jeff discuss a topic that is near and dear to every Channel Leaders heart, Partner Events. From extravagant expos to intimate roundtables, partner events have exploded in number, complexity, and yes... sometimes frustration. The Channel Surfers discuss three key points around Partner Events: * What makes a partner event truly impactful? * What are the biggest frustrations we're all facing...

Jeff and John tie together the 5 buckets that were discussed in Episode 4 - So You want to be in the Channel - Pt 2.

In this episode, Jeff and John review the 5 buckets that you need to fill in order to land a job in the Channel.

Jeff and John discuss how they got into the channel and give the audience advice on how to get into a channel role, if you are looking to make that step.