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The Channel Surfers Podcast

Real Talk for Real Channel Pros

The channel keeps shifting, like waves crashing on the beach: new tech, new partner models, unpredictable pipeline, faster than ever. Jeff Lennon and John McCabe bring honest conversation and practical lessons for leaders who'd rather catch the wave than keep paddling through the breaks.

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Why Great Partner Programs Don't Happen by Accident, Part 1: Building the Foundation The Seat at the Table Was Only the Beginning: partnership leaders are measured on business performance, not program activity Why Great Partner Programs Don't Happen by Accident, Part 2: Building the Revenue Operating System From Partner Manager to Business Orchestrator: connecting revenue, marketing, data, and technology Why Great Partner Programs Don't Happen by Accident, Part 3: Activation AI Should Make Good Partnership Work Better: fix the process, then accelerate it Why Great Partner Programs Don't Happen by Accident, Part 4: Scaling Without Scaling the Mess Better Partnerships Beat More Partnerships: partner count does not equal partner performance
Episode 76 cover: Great Partnerships Don't Happen by Accident, Part 1, Building the Foundation
Latest episode: Ep 76

Great Partnerships Don't Happen by Accident: Part 1

Why do partner programs look busy but fail to deliver? Jeff and John kick off a new series on building the foundation.

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Why Great Partner Programs Don't Happen by Accident: the Foundation infographic
The Weekly Wave · A six-part series

Why Great Partner Programs Don't Happen by Accident

The series that runs through the whole site: six parts, each pulled from a real run of episodes. 4 of 6 parts are live now.

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What we cover

Nine themes, one running conversation

It all comes back to the same three things: People, Process, and Technology, the Partner Business Growth Trinity.

Trust Drives Revenue Preparation Builds Credibility Simple Scales Activation Beats Onboarding Execution Beats Activity Active Sellers Matter Ecosystems Need Orchestration AI Needs a Proven Methodology Relationships Still Win

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