The Podcast

Outbound is getting tougher. Ads cost more. SEO is harder. So how do partner leaders build pipeline without burning cycles? In EP#50 of Channel Surfers, Jeff Lennon and John McCabe sit down with Will Taylor to talk principles, people, and pipeline and why co marketing is often the best place to start if you want partner led growth that actually works. Will shares how he moved from sales into partnerships, what most partner teams get wrong, and why “ecosystem marketing” is showing up everywhere in go to market conversations. The big idea is simple: trust is the multiplier, and your partners, communities, and influencers help you earn it faster than trying to buy attention.

Outbound is harder than ever. Partnerships are becoming the real growth engine. In this episode of Channel Surfers, Jeff Lennon and John McCabe welcome back Andreas Geamanu, CEO and founder of Introw, for a no-fluff conversation on how modern partner programs actually scale.

Sales Kickoff season is here. Are you showing up to win, or just to attend? In this episode of Channel Surfers, Jeff Lennon and John McCabe unpack how to actually succeed during SKOs and partner events—without wasting time, burning goodwill, or disappearing after the badge comes off. This isn’t about swag, booth numbers, or happy hours. It’s about strategy, relevance, and momentum.

What if AI isn’t here to replace channel leaders—but to give them their time back? In this episode of Channel Surfers, Jeff Lennon and John McCabe are joined by Raj Skrezyna, founder of Connected AI, to break down how AI is reshaping partner motion, channel roles, and career longevity. Raj brings real-world experience from Blue Wolf, MuleSoft, and PlanGrid and shares why most professionals are using AI wrong—and how that’s costing them momentum, creativity, and results. This conversation goes beyond tools and tactics into mindset, execution, and the future of work in the channel.