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Vendors readily admit they need partners to cover the total addressable market and service their mutual customers. However, they often don't know what actually motivates partners, how they operate, their economic needs, or their expectations of vendors. Scott Goree, a veteran channel leader, discovered the misalignment when he left the vendor world to run vendor relationships for a large security reseller. Now, as the recently appointed channel chief at Delinea, Goree is applying what he learned about being a partner to his channel program and management team. In this episode of Changing Channels, Goree joins Larry Walsh to discuss partner motivations, the economics of services, earning and losing loyalty, and how vendors can break through at a partner with hundreds of vendors on its line card. What Goree learned is applicable to all channel chiefs and their teams. Follow us, Like us, and Subscribe! Channelnomics: https://channelnomics.com/ LinkedIn: https://bit.ly/2NC6Vli About Larry Walsh: Bio: https://www.channelnomics.com/about LinkedIn: https://www.linkedin.com/in/lmwalsh2112/ About Scott Goree: LinkedIn: https://www.linkedin.com/in/scottgoree About Delinea: www.delinea.com © 2112 Enterprises LLC

As monday.com expands beyond project management into CRM, service, development, and AI, its channel strategy is evolving with it. Partners are taking on broader roles in consulting, implementation, specialization, and helping customers turn AI into business outcomes. Sarit Chalamish, head of strategic emerging partnerships at Monday.com, joins Larry Walsh on Changing Channels to discuss how monday.com is evolving its partner ecosystem to support its next stage of growth.   Follow us, Like us, and Subscribe! Channelnomics: https://channelnomics.com/ LinkedIn: https://bit.ly/2NC6Vli X (formerly Twitter): https://x.com/channelnomics   About Larry Walsh: Bio: https://www.channelnomics.com/about LinkedIn: https://www.linkedin.com/in/lmwalsh2112/   About Sarit Chalamish: LinkedIn: https://www.linkedin.com/in/sarit-chalamish-28177/   About monday.com: www.monday.com   © 2112 Enterprises LLC

The technology market is shifting from transactional sales toward recurring, consumption-based, and platform models, forcing vendors and partners to pay far more attention to what happens after the deal closes. In this episode of Changing Channels, GoTo channel chief Mike Day joins Larry Walsh to discuss how customer experience, retention, vertical specialization, and outcome-based engagement are reshaping channel strategy. Day explains why partners must become more involved throughout the customer lifecycle, how GoTo is building deeper vertical practices such as automotive, and why partner economics increasingly depend on helping customers recognize and sustain value rather than simply winning the initial transaction. Follow us, Like us, and Subscribe! Channelnomics: https://channelnomics.com/ LinkedIn: https://bit.ly/2NC6Vli X (formerly Twitter): https://x.com/channelnomics About Larry Walsh: Bio: https://www.channelnomics.com/about LinkedIn: https://www.linkedin.com/in/lmwalsh2112/ About Mike Day: LinkedIn: https://www.linkedin.com/in/michael-day-209a2610/ About GoTo: https://www.goto.com © 2112 Enterprises LLC

Technology distribution is evolving from transactional product fulfillment into a broader role centered on lifecycle support, multivendor integration, services, and ecosystem orchestration. In this episode of Changing Channels, Larry Walsh speaks with Frank Vitagliano, CEO of the Global Technology Distribution Council, about the Channelnomics-GTDC report The Evolving Role of Distribution and what it reveals about distribution’s growing importance to vendor go-to-market strategies. They discuss why vendors can significantly improve their probability of success by working through distribution, how distributors create value through scale and cost avoidance, and why AI, cybersecurity, cloud services, professional services, and increasingly complex customer requirements are making distributors more essential to vendors and solution providers alike. Topics include: The current state of global technology distribution Why distribution is shifting from transactions to lifecycle support How distributors improve vendors' probability of go-to-market success Why vendors continue to question distribution ROI The difference between distribution cost and distribution value How distributors create cost avoidance for vendors Distribution's role in multivendor integration and ecosystem orchestration Why AI deployment, governance, security, and data readiness create new opportunities How distribution supports MSPs and solution providers with capabilities they cannot economically build themselves The growing importance of software, services, and professional services Why distributors are becoming more integrated with vendors and solution providers What technology distribution could look like five years from now Follow us, Like us, and Subscribe! Channelnomics: https://channelnomics.com/ LinkedIn: https://bit.ly/2NC6Vli X (formerly Twitter): https://x.com/channelnomics About Larry Walsh: Bio: https://www.channelnomics.com/about LinkedIn: https://www.linkedin.com/in/lmwalsh2112/ About Frank Vitagliano: LinkedIn: https://www.linkedin.com/in/frank-vitagliano-31170856/ Global Technology Distribution Council: https://www.gtdc.org/   The Evolving Role of Distribution: The global report and regional editions covering North America, EMEA, and Asia-Pacific are available through GTDC. Download Here: https://gtdc.org/resource/the-evolving-role-of-distribution/

Artificial intelligence is compelling managed service providers to rethink where value is created, shifting the opportunity from resale and token margins to advisory services, implementation, optimization, lifecycle management, and measurable business outcomes. As customers look for partners that can turn AI ambition into practical systems, the MSP market is likely to split between providers with deep expertise and those left supporting yesterday’s model. Duane Barnes, president of RapidScale, joins Channelnomics’ Larry Walsh on Changing Channels to discuss how AI is reshaping managed services. Follow us, Like us, and Subscribe! Channelnomics: https://channelnomics.com/ LinkedIn: https://bit.ly/2NC6Vli X (formerly Twitter): https://x.com/channelnomics   About Larry Walsh: Bio: https://www.channelnomics.com/about LinkedIn: https://www.linkedin.com/in/lmwalsh2112/   About Duane Barnes: LinkedIn: https://www.linkedin.com/in/duanebarnes/   About RapidScale: https://rapidscale.com/   © 2112 Enterprises LLC

Hyperscaler marketplaces are rapidly becoming a preferred way for enterprises to buy technology, creating new opportunities for vendors and partners alike. But success requires far more than simply listing products online. New Relic recently surpassed $1 billion in sales through AWS Marketplace, demonstrating what's possible with the right strategy. On this episode of Changing Channels, Larry Walsh speaks with Shannon Batson, Global Director of Cloud Sales at New Relic, about building a successful hyperscaler marketplace business and the lessons learned along the way. Follow us, Like us, and Subscribe! • Channelnomics: https://channelnomics.com/ • LinkedIn: https://bit.ly/2NC6Vli • X (formerly Twitter): https://x.com/channelnomics About Larry Walsh: • Bio: https://www.channelnomics.com/about • LinkedIn: https://www.linkedin.com/in/lmwalsh2112/ About Shannon Baston: LinkedIn: https://www.linkedin.com/in/shannonbbatson/ About New Relic: https://newrelic.com/ © 2112 Enterprises LLC

Technology buyers are demanding business outcomes, AI readiness, and measurable value — not just products. To meet those expectations, Lenovo is evolving its channel strategy through Lenovo 360, emphasizing services, lifecycle value, technical enablement, and outcome-based selling. In this episode of Changing Channels, Wade McFarland, Vice President of North America Channel at Lenovo, joins Larry Walsh to discuss how Lenovo is helping partners grow profitability, attach more services, accelerate AI adoption, simplify engagement, and deliver stronger customer outcomes. Topics include: • Outcome-based selling and customer success • Lenovo 360 partner program updates • AI-driven opportunities for channel partners • Services-led growth and recurring revenue • Partner profitability and lifecycle services • Technical enablement and skills development • Financing, consumption models, and customer value • Simplifying channel engagement Follow us, Like us, and Subscribe! Channelnomics: https://channelnomics.com/ LinkedIn: https://bit.ly/2NC6Vli X (formerly Twitter): https://x.com/channelnomics About Larry Walsh: Bio: https://www.channelnomics.com/about LinkedIn: https://www.linkedin.com/in/lmwalsh2112/ About Wade McFarland: LinkedIn: https://www.linkedin.com/in/wade-mcfarland-9017037/ About Lenovo 360: https://www.lenovopartnerhub.com/ © 2112 Enterprises LLC #Lenovo #Lenovo360 #ChannelPartners #ITChannel #ChannelSales #PartnerPrograms #OutcomeBasedSelling #AI #ManagedServices #CustomerSuccess #ChannelStrategy #TechnologyPartners

The managed services market is entering a new phase as MSPs confront rising operational complexity, mounting tool sprawl, margin pressure, and increasing customer demands for automation and efficiency. Platform consolidation, workflow orchestration, and AI-driven operations are reshaping how MSPs scale and compete, while vendors race to position themselves as the operational backbone of modern service providers. ConnectWise CEO Manny Rivelo joins Channelnomics’ Larry Walsh on Changing Channels to discuss the company’s ASIO platform strategy, the evolution of the MSP business model, the role of ecosystem integration, and how automation and data-driven operations are redefining the future of managed services.     Follow us, Like us, and Subscribe! Channelnomics: https://channelnomics.com/ LinkedIn: https://bit.ly/2NC6Vli X (formerly Twitter): / channelnomics   About Larry Walsh: LinkedIn: https://www.linkedin.com/in/lmwalsh2112/     About Manny Rivelo LinkedIn: https://www.linkedin.com/in/mannyrivelo/   About ConnectWise LinkedIn: www.connectwise.com   Changing Channels is a production of Channelnomics, a brand of 2112 Enterprises LLC   Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel.    © 2112 Enterprises LLC

The backup and disaster recovery market has long been viewed as mature and saturated, yet shifting economics, evolving cyber threats, and partner fatigue are creating an opening for disruption. New infrastructure capabilities, changing MSP expectations, and rising concerns around vendor “extraction” models are redefining what partners demand from their technology providers – including BCDR. Slide, the new MSP-centric backup vendor, aims to shake up the staid segment with new products, innovations, and commitment to partner collaboration. Co-founders Austin McChord and Michael Fass join Channelnomics’ Larry Walsh on Changing Channels to discuss the ascent of Slide. Follow us, Like us, and Subscribe! • Channelnomics: https://channelnomics.com/ • LinkedIn: https://bit.ly/2NC6Vli • X (formerly Twitter):   / channelnomics   About Larry Walsh: • LinkedIn:   / lmwalsh2112   • X (formerly Twitter):   / lmwalsh_cn   About Austin McChord • LinkedIn: https://www.linkedin.com/in/mcchord/ About Michael Fass • LinkedIn: https://www.linkedin.com/in/michael-fass-6a224111/ About Slide • LinkedIn: www.slide.tech Changing Channels is a production of Channelnomics, a brand of 2112 Enterprises LLC Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel.  © 2112 Enterprises LLC

Enterprise resource planning systems have long been the operational backbone of businesses, but advances in cloud computing and artificial intelligence are transforming how they are used. AI is turning ERP from a static system of record into a system of intelligence by applying automation, analytics, and decision support to the core data that runs a company—finance, supply chains, procurement, and operations. These changes are also creating new opportunities for partners that implement and support ERP platforms, as success increasingly depends on industry expertise and the ability to translate technology into business outcomes. Sanket Akerkar, president and COO of Acumatica, joins Larry Walsh on Changing Channels to talk about how ERP is cool again.     Follow us, Like us, and Subscribe! Channelnomics: https://channelnomics.com/ LinkedIn: https://bit.ly/2NC6Vli X (formerly Twitter): / channelnomics   About Larry Walsh: LinkedIn: / lmwalsh2112 X (formerly Twitter): / lmwalsh_cn   About Sanket Akerkar LinkedIn: https://www.linkedin.com/in/vince-bradley-2b0288/ Acumatica Bio: https://www.acumatica.com/leadership-team/   Changing Channels is a production of Channelnomics, a brand of 2112 Enterprises LLC   Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel.    © 2112 Enterprises LLC

As enterprises move from AI experimentation to production deployment, security risks tied to data exposure, identity compromise and agent misuse are expanding rapidly, forcing organizations to rethink how they protect people, data and collaboration environments. Proofpoint is positioning itself at the intersection of AI, human-centric security and data protection, evolving from a point-product focus into a broader platform strategy designed to consolidate tools and reduce operational complexity for customers and partners. With the majority of its business now transacted through partners – a dramatic shift from a decade ago – the company is aligning its channel model to drive partner-sourced growth, incentivize platform adoption, strengthen deal protections and introduce performance-based back-end rebates that reward both net-new acquisition and long-term customer expansion. Stan de Bossiet, senior vice president of global channels, joins Larry Walsh on Changing Channels to discuss Proofpoint's new channel program, its objectives, and the implications for partners and customers alike. Follow us, Like us, and Subscribe! • Channelnomics: https://channelnomics.com/ • LinkedIn: https://bit.ly/2NC6Vli • X (formerly Twitter):   / channelnomics   About Larry Walsh: • LinkedIn:   / lmwalsh2112   • X (formerly Twitter):   / lmwalsh_cn   About Stan de Boisset • LinkedIn: https://www.linkedin.com/in/vince-bradley-2b0288/ Changing Channels is a production of Channelnomics, a brand of 2112 Enterprises LLC Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel.  © 2112 Enterprises LLC

As AI workloads expand, data centers multiply, and everything stays perpetually plugged in, electricity has become a limiting factor for digital growth rather than a passive utility. Aging power grids, rising costs, and infrastructure constraints are colliding with unprecedented demand, pushing energy management into the core of IT strategy. For the channel, this convergence of power, IoT, and infrastructure represents a new growth frontier — one where managing, optimizing, and securing energy is as critical as managing networks or cloud workloads. Vince Bradley, the CEO and founder of Abundant IoT, joins Larry Walsh on Changing Channels to discuss the growing opportunity of energy management in the IT channel. Follow us, Like us, and Subscribe! • Channelnomics: https://channelnomics.com/ • LinkedIn: https://bit.ly/2NC6Vli • X (formerly Twitter):   / channelnomics   About Larry Walsh: • LinkedIn:   / lmwalsh2112   • X (formerly Twitter):   / lmwalsh_cn   • Bio: https://channelnomics.com/team/larry-... About Vince Bradley • LinkedIn: https://www.linkedin.com/in/vince-bradley-2b0288/ About Abundant IOT: https://abundantiot.com/ Changing Channels is a production of Channelnomics, a brand of 2112 Enterprises LLC Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel.  © 2112 Enterprises LLC

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. Follow us, Like us, and Subscribe! • Channelnomics: https://channelnomics.com/ • LinkedIn: https://bit.ly/2NC6Vli • X (formerly Twitter):   / channelnomics   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 Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel.  © 2112 Enterprises LLC

Artificial intelligence is radically transforming how businesses and individuals operate, eliminating mundane tasks, driving operational efficiency, and unlocking new sources of value. In the technology channel, AI is reshaping the go-to-market relationship between vendors and partners by automating processes, improving collaboration, and introducing new products and services that help offset the effects of commoditization. Partners are under pressure to find new accretive and attached offerings to sustain profitability and growth, and few companies are responding to this opportunity as aggressively as ServiceNow. The company has evolved from embedding AI into its platform to incorporating it across its partner management systems and integrating AI agents from other vendors to expand its value proposition. ServiceNow’s channel organization is using AI as a guiding principle, rethinking engagement models, redefining partner roles, and even mandating that every member of its partner team be fluent in AI concepts and capabilities. Michael Park, senior vice president of global partnerships and channels at ServiceNow, joins Larry Walsh to talk about what it means to have AI fluidity in the channel.     Follow us, Like us, and Subscribe! Channelnomics: https://channelnomics.com/ LinkedIn: https://bit.ly/2NC6Vli X (formerly Twitter): / channelnomics   About Larry Walsh: LinkedIn: / lmwalsh2112 X (formerly Twitter): / lmwalsh_cn Bio: https://channelnomics.com/team/larry-...   About Michael Park LinkedIn: https://www.linkedin.com/in/michael-park-59519b21/   About ServiceNow LinkedIn: https://www.servicenow.com/   Changing Channels is a production of Channelnomics, a brand of 2112 Enterprises LLC   Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel.    © 2112 Enterprises LLC

In this episode of Changing Channels, Larry Walsh sits down with Olivier Zieleniecki, Global Vice President of Worldwide Partners at MongoDB, to discuss how the database innovator is redefining partner collaboration in the era of artificial intelligence. Zieleniecki explains how MongoDB’s ecosystem strategy has evolved from product enablement to outcome-driven partnership, emphasizing joint innovation and solution development over transactional resale. He details how MongoDB empowers its partners to build generative AI applications, integrate with leading platforms, and deliver measurable business results for customers. From the company’s “AI factory” framework to its focus on quality over quantity in partner engagement, Zieleniecki shares how MongoDB is aligning its technology, resources, and ecosystem around a single goal — helping partners and customers turn data into action.   Follow us, Like us, and Subscribe! Channelnomics: https://channelnomics.com/ LinkedIn: https://bit.ly/2NC6Vli X (formerly Twitter): / channelnomics   About Larry Walsh: LinkedIn: / lmwalsh2112 X (formerly Twitter): / lmwalsh_cn Bio: https://channelnomics.com/team/larry-...   About Olivier Zieleniecki LinkedIn: https://www.linkedin.com/in/olivierze/   About MongoDB LinkedIn: https://www.mongodb.com/   Changing Channels is a production of Channelnomics, a brand of 2112 Enterprises LLC   Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel.    © 2112 Enterprises LLC