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 👋