The Podcast

AI in partnerships is moving beyond assistance… and into action. On Episode #61 of The Channel Surfers, John McCabe and Jeff Lennon break down what Agentic AI actually means for channel teams, partner programs, and ecosystem operations. This is not another “AI hype” conversation. This episode focuses on practical execution: How AI is already helping with onboarding, partner scoring, deal routing, QBR creation, outreach sequencing, workflow automation, and operational efficiency across channel programs.

Most companies try to “add” channel. Very few build their business around it. In this episode of Channel Surfers, Anders Noremo shares what it really takes to go 100% channel-first and why it changed everything about how his company grew.

What This Episode Covers 

- Why traditional direct sales started to break down

- The decision to go fully channel-focused

- How key partners like Optiv and GuidePoint unlocked growth

- What it takes to build trust with partners 

- Why It Matters Channel is not a side strategy.

When done right, it becomes your primary growth engine. But it requires real commitment, not just messaging.

Most companies say they have a partner strategy… But they can’t define partner-sourced pipeline. In this episode of Channel Surfers, Jeff Lennon and John McCabe break down the reality behind partner attribution and why it’s one of the biggest gaps in building a successful channel program.

What This Episode Covers What truly defines a partner-sourced deal The difference between sourced, influenced, and accelerated pipeline Why sales teams struggle with attribution How unclear definitions create conflict Why It Matters If your team can’t clearly define partner contribution, you’ll struggle to: Build trust with partners Align internally with sales Prove the value of your program

This episode gives you a practical way to fix that.

Key Takeaways

Define

AI is everywhere. But what’s actually real… and what’s just hype? In this episode of Channel Surfers, Jeff Lennon and John McCabe sit down with cybersecurity expert and author David Levine to break down how AI is reshaping the channel, the workforce, and the way businesses operate.

This isn’t a theoretical conversation. It’s a practical look at what’s changing right now and what it means for channel leaders, partner teams, and operators in the field. David shares firsthand insights from cybersecurity and technical enablement, explaining how AI is being used today, where it adds real value, and where it still falls short.

Most companies rush into co-selling and wonder why it doesn’t work. This episode breaks down the missing step: co-marketing. John and Jeff discuss how co-marketing is not just a support function, but a strategic layer that helps partners align, test messaging, and build real momentum before ever entering a sales motion. The real challenge isn’t access to partners. It’s lack of alignment, planning, and execution. Too often, companies rely on traditional marketing tactics or one-sided efforts that fail to generate meaningful results. Without a clear plan, defined audience, and shared success metrics, co-marketing quickly breaks down. But when done right, co-marketing becomes a force multiplier.

What you’ll learn: 

1-Why co-marketing delivers better ROI than

From RSA to Revenue: Turning Event Energy Into Pipeline | EP 56 RSA is back. The energy is real. The conversations are happening. But here’s the hard truth… Most of that momentum never turns into pipeline. In this episode of The Channel Surfers, John McCabe and Jeff Lennon break down what actually separates activity from results after a major event like RSA. They dig into the real challenge: It’s not networking… it’s what you do after.

What You’ll Learn:

• Why most post-event follow-up fails • How to organize and prioritize your contacts (hot, warm, cool)

• The importance of speed and timing in follow-up

• How to turn conversations into real pipeline

• Practical ways to measure ROI from events Post-Event Reality: While many

In Episode 54 of The Channel Surfers, Jeff Lennon and John McCabe sit down with ecosystem operator Kyle Edmund Hayes to talk about what really drives partner ecosystem success.

His core thesis is simple: Most companies don’t have a partner problem. They have a system problem. When attribution models are unclear and data is scattered across systems, partner impact becomes invisible. And when partner impact is invisible, ecosystems struggle to get the investment and attention they deserve.

we revisited Nearbound and broke down why influenced revenue is the real future of the channel. Nearbound is not a marketing play. It is not account mapping. It is not a one-time campaign. It is a behavior system built on trust.

In this episode, Jeff and John break down:

• Why influenced revenue is becoming more powerful than sourced revenue

• How trust is measurable through actions and attribution 

• The importance of defining one trust behavior per quarter

• Why education and enablement matter more than immediate deal pressure 

• The discipline required to build patience into your channel motion

If you are building a channel program from scratch, this conversation is critical.

In Episode 52 of The Channel Surfers, we talk with Leland Morris, founder of ChannelBridge.ai, about one of the biggest hidden gaps in partner programs: inconsistent and outdated partner representation Across thousands of partner website audits, the data tells a clear story. Most vendors are not being accurately represented by their own ecosystem.

That means:

• Outdated content

• Broken links

• Missing branding

• Weak AI visibility

• Lost trust with buyers

Leland introduces a simple concept: orchestration.

Channel managers don’t win from their inbox. They win in the field. In Episode 51 of Channel Surfers, Jeff Lennon and John McCabe welcome Mitch Simons, a seasoned channel sales leader and true road warrior, to break down what partner success really looks like.

Mitch shares how he moved from a long sales career into channel leadership and why being present is the ultimate differentiator. While many vendors try to manage relationships from behind a screen, Mitch makes the case for intentional travel, structured partner meetings, and showing up with purpose. This episode is packed with practical insight for channel managers, partner leaders, and alliance directors who want to drive real pipeline — not just “chug and hugs.”