Shows
The Channel SurfersThe Channel Surfers - Episode 22: Sales Leadership Meets Channel Strategy with Dan EmanueleIn 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 sales, what led him to leadership, and the pivotal moments that shaped his trajectory into channel-influenced roles. His experiences underscore the importance of mentorship, adaptability, and strategic vision.
• Channel Sales Demystified:
Dan breaks down what channel sales really...2025-07-2240 min
The Channel SurfersThe Channel Surfers - Ep. 21 (Pt. 1) "Finding, Recruiting, and Onboarding the Right Partners"🎙️ 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 Selection Matters
Learn why the wrong partner can stall your growth—and how the right one can scale it.
• Identifying & Qualifying Partners
Define your ideal partner profile, use smart tools for research, and filter for fit.
• Attracting Partners Who Align with Your Vision
Create a compelling partn...2025-07-1535 min
The Channel SurfersThe Channel Surfers - Ep. 20 - "The AI Advantage: Revolutionizing GTM Through Personalization Strategy""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 to come at the expense of authenticity.
Topics we cover:
• The origin story of Personize.ai and the problem it was built to solve
• How AI can supercharge Channel marketing and outbound effort...2025-07-0836 min
The Channel SurfersEp. 19 - The Channel Surfers - "The Growing Impact of AI in Channel GTM"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 break down:
• Why AI is making partner segmentation more strategic
• How predictive analytics are helping Channel teams save deals before they stall
• What AI-generated battlecards and campaigns mean for scale
• How partner sentiment tracking is giving leaders a sixth sense
• Why the best G...2025-06-2435 min
The Channel SurfersThe Channel Surfers - Ep. 18 - “Driving Partner Profitability: The Vendor’s Role in Reaching GP Goals”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.”
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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.
📝 Talking points:
• Why partners will always prioritize what makes them money.
• The shift from product-push to value-added services for GP.
• Common GP killers: thin margins, over-discounting, lack of deal reg protection.
3. Real Talk: What Partners Want from Vendors (7–10 min)
Bring in quotes or anecd...2025-06-1734 min
The Channel SurfersThe Channel Surfers - Ep. 17 - Catalyst 2025 Summary: The Future of Partnerships Is NowEpisode 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 engagement than ever before
• Rise of the Chief Partnership Officer (CPO)—a legitimized function
• The evolution: from “nice-to-have” to “critical growth lever”
Conversation Prompts:
• How has the perception of partnerships changed over the past 5 years?
• What was the energy like at this year’s Catalyst?
• Biggest surprises or moments that stood out?
🔹 Segm...2025-06-1138 min
The Channel SurfersThe Channel Surfers - Ep 15 - Maximizing Your Conference ROI: Booth Optional, Hustle RequiredYou 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 #ChannelSales #PartnerFirst #ConferenceHustle2025-05-2031 min
The Channel SurfersThe Channel Surfers - Ep. 15 - Scaling Partner Success with Asher MatthewIn 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 to keep up.
Asher shares his journey from hands-on channel operator to startup advisor and now CEO of one of the most influential communities in partnerships. The discussion centers around the mindset shift required to build with partners, no...2025-05-1349 min
The Channel SurfersThe Channel Surfers – Ep. 14 - Unlocking the Power of Fractional Channel Executives with Craig GleasonIn 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-stage and high-growth tech vendors—are turning to this model to accelerate partner program development, GTM execution, and revenue without the overhead of a full-time hire. From building a channel strategy from scratch to revitalizing stagnant partner ecosystems, Craig shar...2025-05-0650 min
The Channel SurfersThe Channel Surfers - Ep. 13 - Par for the Partner Course: How Golf and Channel Success AlignIn 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 vs. follow-through)
Understanding each partner like you read the course
The value of tempo, timing, and follow-up in deals
How a long-term mindset wins in golf and the channel
Takeaway:
Just like golf, building...2025-04-2932 min
The Channel SurfersThe Channel Surfers - Ep. 12 - Navigating Layoffs in Today's Tough Market - Pt. 2In 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 Steps
• Personal Branding: Updating LinkedIn, sharing expertise
• Leveraging Networks: How to reconnect with past colleagues, mentors, and industry leaders
• Exploring New Paths: Consulting, freelancing, starting a business
• Upskilling & Certifications: Making yourself more competitive2025-04-2240 min
The Channel SurfersThe Channel Surfers - Ep. 11 - "The Jared Fuller Interview"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 companies get wrong about partner strategy
• And why trust is the new currency in sales
Whether you’re a seasoned channel leader or just starting your partnerships journey, this episode is packed with insights, frameworks, and real talk about what it...2025-04-0840 min
The Channel SurfersThe Channel Surfers - Ep. 10 - "Navigating Layoffs in Today's Tough Market - Pt 1"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 (channel sales, tech, cybersecurity)
• How the job market is reacting (hiring slowdowns, shifting priorities)
• Common reasons for layoffs in this economy
• Psychological & emotional impact on professionals
Segment 2: Hiring Insights & Market Trends
• What hiring managers and recruiters are looking for in today’s market
• Alternative career paths...2025-04-0233 min
The Channel SurfersThe Channel Surfers - Ep 9 - "The Michelle Eatherton Interview"The Channel Surfers interview Michelle Eatherton, former AWS executive and current CBO of Liminal.2025-03-1152 min
The Channel SurfersThe Channel Surfers - Ep. 8 - PRM - Are You a Believer?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 an important tool to help show sales progress and growth in your channel program.
3) Make sure you negotiate the cost of a PRM solution to fit your organizations budget.2025-02-1750 min
The Channel SurfersThe Channel Surfers - Ep. 7 - The Dilemma of Building a ChannelOn 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 Three Takes Aways from this Episode:
1) Choose your partner model (how do you want to engage with partners)
2) Deploy a "Partner First" strategy
3) Alignment and Expectations should be a big part of the structure of your...2025-02-1745 min
The Channel SurfersThe Channel Surfers - Ep 6 - Partner Events - The Good, the Bad, and the Ugly!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?
* And most importantly, how do we ensure we're investing in the right ones?
Join The Channel Surfers to get their take on Partner Events in Episode 6 - Partner Events - The Good, the Bad, and the Ugly!2025-01-2244 min
The Channel SurfersThe Channel Surfers - Ep. 5 - So You Want to be in the Channel - Pt 3Jeff and John tie together the 5 buckets that were discussed in Episode 4 - So You want to be in the Channel - Pt 2.2025-01-1026 min
The Channel SurfersThe Channel Surfers - Episode 4 - So You Want to be in the Channel - Pt 2In this episode, Jeff and John review the 5 buckets that you need to fill in order to land a job in the Channel.2025-01-0327 min
The Channel SurfersThe Channel Surfers - Episode 3 - So, You Want to be in the Channel! - Pt 1Jeff 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.2025-01-0319 min
The Channel SurfersThe Channel Surfers - Episode 1 - Why We're Doing ThisJohn McCabe and Jeff Lennon introduce the audience to The Channel Surfers and why they are producing a Podcast on Channel Sales.2024-12-3124 min
The Channel SurfersThe Channel Surfers - Episode 2 - NearboundJohn and Jeff discuss the effect the book by Jared Fuller "Nearbound - And the Rise of the Who Economy" has had on their Channel experience.2024-12-3122 min