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Same Faces, Different Places: Why This Channel Is Still About People
The ecosystem has evolved — cloud, AI, marketplaces, co-selling — but one thing hasn’t changed: partnerships are still about people.
In this episode of Channel Up Your Marketing, host Amiee Keenan sits down with Tracy Rich, Principal Managing Partner at Oui and a 25-year veteran of the channel, to talk about what truly drives long-term success in partner programs.
From navigating conflict to knowing when to pivot, Tracy shares real-world stories and hard-earned insights on how to build trust-first, relationship-driven ecosystems — no matter how tech changes.
🔍 In this episode, you’ll learn:
Why “crawl, walk, run” is more than a cliché (and how to apply it)
What happens after the incentive program — and why that matters
How to evaluate true partner fit (hint: it’s not about how many logos they have)
The role of flexibility, conflict resolution, and strategic alignment in partnership growth
Why AI can’t replace relationship capital — and never will
Whether you're just building your channel strategy or want to revamp your current partnerships, this episode is your blueprint for making it all human again.
Chapters
00:00 Introduction to Tracy Rich and Her Journey
03:06 The Importance of Partnerships in Business
08:12 Navigating the Ecosystem: Relationships and Evolution
14:56 Building a Successful Partner Channel
22:59 Future Directions and the Power of Relationships
Loved this episode? Here’s how to take action:
Subscribe to Channel Up Your Marketing on your favorite platform so you never miss an episode.
Share this episode with a colleague or partner manager who’s building or revamping a channel strategy.
Join the conversation on LinkedIn — what’s one lesson you've learned about partnerships that’s stood the test of time?
Leave a review if this episode helped you think differently about partner enablement and relationship marketing. We love hearing from you!
View all episodes
By Amiee KeenanThe ecosystem has evolved — cloud, AI, marketplaces, co-selling — but one thing hasn’t changed: partnerships are still about people.
In this episode of Channel Up Your Marketing, host Amiee Keenan sits down with Tracy Rich, Principal Managing Partner at Oui and a 25-year veteran of the channel, to talk about what truly drives long-term success in partner programs.
From navigating conflict to knowing when to pivot, Tracy shares real-world stories and hard-earned insights on how to build trust-first, relationship-driven ecosystems — no matter how tech changes.
🔍 In this episode, you’ll learn:
Why “crawl, walk, run” is more than a cliché (and how to apply it)
What happens after the incentive program — and why that matters
How to evaluate true partner fit (hint: it’s not about how many logos they have)
The role of flexibility, conflict resolution, and strategic alignment in partnership growth
Why AI can’t replace relationship capital — and never will
Whether you're just building your channel strategy or want to revamp your current partnerships, this episode is your blueprint for making it all human again.
Chapters
00:00 Introduction to Tracy Rich and Her Journey
03:06 The Importance of Partnerships in Business
08:12 Navigating the Ecosystem: Relationships and Evolution
14:56 Building a Successful Partner Channel
22:59 Future Directions and the Power of Relationships
Loved this episode? Here’s how to take action:
Subscribe to Channel Up Your Marketing on your favorite platform so you never miss an episode.
Share this episode with a colleague or partner manager who’s building or revamping a channel strategy.
Join the conversation on LinkedIn — what’s one lesson you've learned about partnerships that’s stood the test of time?
Leave a review if this episode helped you think differently about partner enablement and relationship marketing. We love hearing from you!