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 drives partner engagement, accelerates pipeline creation, and builds long-term brand equity across the channel. From co-marketing campaigns to through-channel automation and MDF best practices, Lisa shares insights on what great looks like when it comes to marketing with and through partners.

Topics We Covered:

• Why marketing should have a seat at the channel strategy table

• Common mistakes companies make when underleveraging marketing in partner programs

• Building a repeatable co-marketing motion that scales

• How Mimic empowers partners with content, tools, and measurable demand generation

• The role of brand storytelling and consistent messaging across ecosystems

Whether you’re a channel leader trying to tighten alignment with your marketing org or a marketer looking to amplify your impact in the partner space, Lisa’s perspective is both tactical and inspiring.

Tune in and learn how to turn your marketing into a multiplier.

Vision & Voice website - https://visionandvoice.community/contact-us

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 harness.”

“Motivation programs are the cotton candy—sweet, memorable, and a reason to come back.”

“Communication is your ride operator—steady, reliable, and always watching.”

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 visibility into pipeline activity. The CEO shares insights on why traditional PRMs fall short, how Introw improves partner accountability, and what metrics matter most in a high-velocity partner ecosystem.

We also dive into practical use cases—how Introw helps sales teams tap into their ecosystem, the impact of warm partner intros on conversion rates, and how to drive measurable ROI from your partner motions.

Whether you’re building a channel from scratch or optimizing a mature ecosystem, this conversation will give you a new lens on how tech can simplify and supercharge partner relationships.

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 and public recognition, we spotlight proven tactics that keep partners energized and committed.

Next, we tackle the importance of clear communication and goal alignment. You’ll learn how to establish a consistent cadence through newsletters, QBRs, and updates, and how to co-create measurable goals that drive shared success.

We wrap with practical takeaways and immediate steps you can implement to enhance your partner relationships today.

Whether you’re managing a mature channel or just getting started, this episode offers real-world strategies to deepen engagement and deliver results—together.

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 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 means, how it’s different from direct sales, and why it’s more than just a route to market—it’s a strategic multiplier. He also discusses the challenges like incentive alignment and partner enablement.

• The Good, the Bad, and the Real:

The group weighs the pros (like expanded market reach and efficiency) and cons (such as reduced control and partner dependency) of a channel-led approach, with anecdotes from Dan’s career illustrating both ends of the spectrum.

• What’s Next for the Channel:

Looking ahead, Dan touches on the role of digital transformation, CRM tools, and how data is reshaping partner engagement. He shares advice for emerging sales professionals: develop empathy, build trust, and know that channel success is a long game.

🔗 Call to Action:

Listeners are encouraged to connect with Dan and stay curious about how sales and channel teams can win together.

🎙️ 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 partner story that cuts through the noise and sparks interest.

• Onboarding & Enablement Best Practices

Design onboarding programs that educate, engage, and equip your partners from Day 1.

• Quick Wins & Takeaways

Walk away with three tactical steps to level up your partner recruitment and onboarding.

Whether you’re launching a new channel program or optimizing an existing one, this episode is a must-listen.

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 efforts

• The right way to blend AI-driven scale with human-first selling

• Predictions on where GenAI will take the partner ecosystem over the next 12–18 months

• Lautaro’s advice for vendors trying to adopt AI into their GTM without losing their voice

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💡 Key Quote:

“AI doesn’t replace your message—it amplifies it when it’s aligned to real human context.” – Lautaro Cepeda

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🔗 Tune in to learn how AI can make Channel sales more personal, more efficient, and more scalable—without losing the relationships that matter most.

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 GTM strategies still balance automation with human relationships

Whether you’re building a partner program from scratch or trying to scale an existing one, this episode will give you a fresh POV on where AI fits—and where it doesn’t.

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💬 Quote of the Episode:

“AI is the co-pilot. Trust and relationships still drive the car.”

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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 anecdotes from partner leaders or past experiences.

📝 Talking points:

• Pre-sales support and technical validation = GP driver.

• Services attach opportunities.

• Better visibility into renewal/expansion revenue = long-term GP forecast.

• Exclusive MDF that converts into margin.

4. The Vendor Playbook: 5 Ways to Drive Partner GP (10–12 min)

1. Deal Margin Protection – Proper deal reg enforcement and discount discipline.

2. Services + Training Revenue – Let partners sell services tied to your platform.

3. Strategic SPIFFs – Not volume-based but GP-aligned (e.g., “highest margin win” awards).

4. Joint Account Planning – Identify whitespace for profitable expansion.

5. Recurring Revenue Playbooks – Help partners pivot to ARR & MSP models.

**If you want a copy of our "Partner_GP_Health Check" or the "Vendor _GP_Health Check" Playbooks, please email at [email protected] and I will send you a copy.