January 13, 2026

Connecting the Dots on Channel Attribution

34 minutes

The channel is widely regarded as the most effective way for technology vendors to cover the total addressable market, enabling broader customer reach, deeper penetration into specialized segments, and more profitable growth. Yet persistent doubt remains—from boardrooms to field sales—about the true contribution of partners. That skepticism is rarely philosophical; it is rooted in attribution. When vendors lack clear, agreed-upon methods for measuring impact, linking partner activity to outcomes, and crediting success, the value of the channel becomes difficult to defend. In this episode of Changing Channels, Larry Walsh is joined by Joe Sykora, CEO of Coro Cybersecurity, and Frank Rauch to examine why attribution remains one of the channel’s most enduring—and consequential—challenges.

• Channelnomics: https://channelnomics.com/

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About Larry Walsh:

• LinkedIn: / lmwalsh2112

• X (formerly Twitter): / lmwalsh_cn

• Bio: https://channelnomics.com/team/larry-...

About Frank Rauch

• LinkedIn: https://www.linkedin.com/in/frankrauch/

About Joe Sykora

• LinkedIn: https://www.linkedin.com/in/joesykora/

Changing Channels is a production of Channelnomics, a brand of 2112 Enterprises LLC

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