channel-marketing-association

Channel Marketing Association Honors Diane Brode with 2026 Founders Award

Wed, 01 Apr 2026 16:01:02 GMT

Respected Channel Marketing Leader Recognized for Her Lasting Impact on the Profession and the CMA Community

March 31, 2026 — The Channel Marketing Association (CMA), a professional community built by channel marketers for channel marketers, announced today that it presented its 2026 Founders Award to Diane Brode , Senior Director of Partner Marketing for North America at Palo Alto Networks , in recognition of her exceptional leadership, generous support, and lasting contributions to both the channel marketing profession and the CMA community.

Presented at the CMA Marketing Summit 2026 , the Founders Award is a special honor reserved for individuals whose impact goes beyond results on paper. It recognizes those who help shape the profession through leadership, service, and a genuine commitment to building community.

“When we first launched CMA, we knew we wanted to bring together the best of the best for our inaugural board, and Diane was exactly that,” said Kathryn Rose, Co-Founder of the Channel Marketing Association. “She has been instrumental in helping us grow, introducing us to sponsors, bringing in new members, and always being a trusted sounding board for ideas. She has given her time, her energy, and her belief in what we’re building. And somewhere along the way, she became more than just a board member; she became a friend.”

Brode has been part of CMA’s story since its earliest days. A member of the inaugural board, she attended the organization’s first summit and quickly became a trusted advocate, connector, and sounding board. Through her support of sponsors, members, and new ideas, she has helped expand CMA’s reach and strengthen its foundation as a community created by and for channel marketers.

Brode recently joined Palo Alto Networks, where she leads the North American Ecosystems marketing strategy and guides a high-performing team of partner marketing professionals. In her new role, she is instrumental in redefining the company’s partner-first approach, driving demand, increasing market share, and accelerating revenue growth for both partners and customers.

Previously, Brode spent 25 years in leadership roles at Dell Technologies and EMC. Over the course of her career, she has helped shape investment strategies, modernize infrastructure, and advance AI-driven innovations designed to deliver measurable pipeline and return on investment.

A widely respected leader in the technology industry, Brode has been recognized as one of CRN’s Women of the Channel and named to Channel Insider’s Marketing Leaders 100.

About the Channel Marketing Summit

The Channel Marketing Summit, hosted annually by the Channel Marketing Association, is the only event dedicated exclusively to channel marketing professionals. The Summit offers a dynamic blend of strategic sessions, hands-on workshops, expert panels, and networking opportunities designed to help attendees navigate the ever-evolving channel landscape, sharpen their marketing skills, and accelerate their professional growth. Learn more at:

https://www.channelmarketingassociation.com/marketing-summit-2026

About the Channel Marketing Association

The Channel Marketing Association (CMA) is a professional organization dedicated to advancing channel marketing excellence in the IT and telecom industries. Founded by channel marketers for channel marketers, CMA fosters a collaborative community focused on sharing best practices, resources, and education to elevate the impact of channel marketing. Through industry recognition programs, exclusive events, and professional development initiatives, CMA empowers marketers to drive innovation, build stronger partnerships, and accelerate business growth. To join or learn more, visit www.channelmarketingassociation.com .

All-Star Analyst Panel, CMO Power Session & Partner Performance Research Headline CMA Marketing Summit 2026

Mon, 09 Mar 2026 16:37:55 GMT

Channel Marketing Association Shapes the Next Generation of Channel Marketing at Third Annual Event, March 24-26 in Houston

Riverton, UT — March 9, 2026 — The Channel Marketing Association (CMA) today announced a powerhouse keynote lineup for its third annual CMA Marketing Summit 2026 , March 24-26, at the Westin Oaks Galleria in Houston.

The keynote program will feature ConnectWise’s Peter Kujawa , one of the technology industry’s most trusted voices on partner performance; three of the industry’s top channel analysts — Forrester’s Maria Chien , Omdia’s Lisa Lawson and Futurum Group’s Tiffani Bova ; and a CMO Power Session with LogicMonitor’s Brooke Cunningham and Fusion Connect’s John Nee .

“AI, platform economics, and changing partner expectations are reshaping the channel in real time,” said Kathryn Rose , Co-Founder of the Channel Marketing Association. “The 2026 CMA Marketing Summit is about equipping both established leaders and rising talent with clear direction on how ecosystem growth is evolving — and how to lead through that change.”

Kujawa Kicks Off CMA Summit with Research on What Matters to Partners

Peter Kujawa, Executive Vice President of IT Nation & Service Leadership at ConnectWise, will open CMA Marketing Summit 2026 by answering a simple but critical question: What really matters to partners right now? Backed by fresh research and peer intelligence, his keynote will spotlight where partners are investing, what’s holding them back, and what they expect from vendors in a growth-focused partnership.

Leading Analysts Redefine Channel Marketing for 2026

CMA’s Kathryn Rose will moderate an All-Star Analyst Panel featuring Chien, Lawson, and Bova — three of the most respected voices tracking the evolution of channel marketing, partner ecosystems, monetization models, and AI-driven transformation. Together, they will explore the structural shifts reshaping the profession — from evolving partner motions and modern measurement frameworks to platform influence and ecosystem economics — helping leaders at every stage of their careers distinguish durable strategy from short-term noise.

CMO Power Session Brings the Executive Perspective

The keynote program continues with a CMO Power Session featuring Brooke Cunningham, CMO of LogicMonitor, and John Nee, CMO of Fusion Connect. In this candid discussion, these experts will share how enterprise marketing leaders are redefining expectations for channel marketing performance — from revenue accountability and executive alignment to measurable business outcomes.

Summit Agenda Empowers Channel Marketers at Every Level

The CMA Marketing Summit 2026 is structured to provide both strategic vision and practical application. General sessions will address ecosystem-led growth strategies, AI’s impact on partner engagement, executive alignment, modern performance measurement and the evolving economics of platform and marketplace ecosystems.

The event features three focused tracks:

· Track A: Strategy & Leadership — Organizational design, influence, and leading modern partner marketing teams

· Track B: Ecosystems & Platforms — Alliance strategy, marketplace dynamics, and platform-driven growth models redefining the indirect route to market

· Track C: Execution Lab — Applied sessions designed to translate strategy into measurable partner activation and performance

“By bringing CMOs, analysts and research-backed insights into the conversation, we’re reinforcing our commitment to elevating channel marketing from a functional discipline to a strategic growth driver,” said CMA Co-Founder Amy Bailey . “When the full community comes together — from executives to rising leaders — we raise expectations, strengthen skills, and move the profession forward.”

To register for the CMA Marketing Summit or view the complete agenda, visit:
https://www.channelmarketingassociation.com/marketing-summit-2026

About Channel Marketing Association

Media Contacts:

Kathryn Rose

Co-Founder

Channel Marketing Association

kathryn@channelmarketingassociation.com

Khali Henderson

Senior Partner

BuzzTheory (for CMA)

480.848.6726

khenderson@buzztheory.com

MDF That Works: From Cost Center to Growth Engine

Tue, 02 Dec 2025 10:20:51 GMT

MDF That Works: From Cost Center to Growth Engine

by guest contributor Suraj Atreya, Global Partner Marketing Leader - Rackspace

In boardrooms across New York, London, and Singapore, a familiar conversation plays out every quarter: "How much did we spend on MDF, and what did we get for it?" Too often, the answer reveals a painful disconnect between investment and impact—millions allocated, campaigns executed, reports submitted, yet minimal movement on the metrics that matter: pipeline acceleration, customer adoption, and joint recurring revenue growth.

MDF isn’t broken. Our view of it is.

Beyond the Budget Line: MDF as Strategic Connective Tissue

For global system integrators and alliance partners, MDF represents far more than a marketing allocation. It's the connective tissue between a technology partner's global innovation narrative and a customer's regional business reality.

When AWS launches a global campaign around generative AI in healthcare, it's MDF-funded immersion days, executive roundtables, and proof-of-concept workshops that translate that vision into tangible opportunities with NHS trusts in London or health systems in Chicago.

This is where agentic AI becomes particularly powerful—while marketing campaigns broadcast broadly, AI-driven MDF strategies can identify the precise intersections where global narratives meet local market needs, optimizing dollar allocation for maximum impact.

The Anatomy of High-Performing Partner Alliance Marketing Programs

The most successful programs follow a clear progression: Strategy → Story → Momentum → Pipeline → Customer Success. This isn't a linear funnel—it's an accelerating flywheel.

Global Vision, Regional Execution: High-impact MDF bridges the strategy-execution gap by funding regional plays that bring global narratives to life. A Microsoft Azure AI workshop becomes exponentially more powerful when designed specifically for automotive manufacturers in Stuttgart facing Industry 4.0 pressures, incorporating local case studies and compliance frameworks that resonate with European decision-makers.

Alliance-Specific Playbooks: Each hyperscaler requires a fundamentally different operational approach to partner funding. AWS typically operates co-investment programs with formal proof-of-execution and claims processes. Microsoft commonly uses an earned rebate plus co-op model through Partner Center claims and accrual mechanics. Google Cloud typically uses co-funding models, increasingly aligning incentives with consumption. Program details vary by partner tier and region, so always validate with current partner program guides.

Global and regional system integrators who consistently succeed build distinct playbooks for each alliance relationship across regions—because customer adoption journeys and market dynamics vary dramatically between Dallas and Dubai, between Amsterdam and Hong Kong.

Market Development, Not Just Marketing Campaigns: The most transformative MDF programs don't merely fund campaigns—they develop entirely new market categories. They seed conversations around emerging technologies, establish thought leadership in vertical sectors, and create conditions for accelerated adoption cycles.

Solution teams leverage MDF to fund pre-sales resources who act as trusted advisors, enabling customer transformation while building qualified pipeline.

Operational Excellence: People, Process, Proof

Three disciplines separate high performers from the rest:

Relationship Capital: Deep connections with partner development managers and partner marketing managers who understand both global objectives and regional nuances. These relationships determine access to premium funding pools and exclusive co-marketing opportunities that separate top-tier partners from the rest.

Process Discipline: Robust systems for campaign planning, execution tracking, and ROI attribution. This isn't compliance theater—it's how you demonstrate measurable value and earn expanded investment for subsequent quarters.

Measurement That Matters: Moving beyond vanity metrics (events hosted, leads generated) to business outcomes that drive boardroom conversations: pipeline acceleration, deal velocity, customer lifetime value expansion. Many partners now combine multi-touch attribution with campaign codes and consumption metrics to tie MDF to measurable pipeline and adoption.

The gold standard: opportunities and pipeline tagged with specific campaign codes that directly tie investment to ROI. While GSIs focus primarily on service revenue growth, hyperscalers track cloud consumption metrics like Azure Consumed Revenue as an example. Successful ROI frameworks elegantly balance both perspectives, creating shared accountability that drives joint objectives across the entire partner ecosystem.

From Transactional to Transformational

The partnerships that will dominate the next decade understand that MDF is fundamentally about joint value creation. It's not "their money" or "our campaign"—it's a shared investment in customer success that generates compounding returns for all stakeholders.

When executed strategically, MDF creates a powerful virtuous cycle: the technology partner brings market credibility and cutting-edge innovation, the services partner contributes vertical expertise and customer relationships, and customers receive accelerated business transformation. The result transcends revenue—it's systematic market expansion that benefits the entire ecosystem.

In an era where every marketing dollar must justify its existence, this approach to MDF isn't just effective, it's essential. The question isn't whether to invest in ecosystem marketing, but whether you have the strategic vision and operational discipline to maximize its transformational potential.

Building Your 2026 Channel Strategy When Everything Is Changing

Tue, 02 Dec 2025 09:59:05 GMT

Planning your 2026 channel strategy is not about filling a calendar or refreshing a few campaigns. It is about preparing for a year where partner behaviors, budgets, technology, incentives, and buyer expectations will shift again. Much of the input you need will arrive late, change mid-quarter, or conflict with what you planned last year.

The Challenge is Real: You Are Planning With Incomplete Information

Partners do not yet know their 2026 priorities. Buyers are changing direction quarter by quarter. Vendors are adjusting incentives. The economic climate is unpredictable. Even internal teams are revisiting roles, tech stacks, and investment levels.

The good news is that you do not need perfect clarity to create a strong 2026 plan. You only need a thoughtful structure that focuses on what you know today, identifies the gaps, and leaves enough flexibility to adjust when new guidance arrives. A solid strategy ties together partner lifecycle activities, to-through-with motions, events, MDF, travel, content, and the systems that support partner engagement.

Start With What You Already Know

Even when the larger landscape is unclear, you enter planning with reliable signals. These include partner-sourced and influenced revenue patterns, product priorities, partner mix, early event commitments, travel expectations, and guidance from 2025 performance. These signals give you a foundation strong enough to begin shaping your strategy without waiting for every line item to be final.

Use Your 2025 Data as Your Guide

Your 2026 plan becomes stronger and more accurate when you base it on what actually happened in 2025. Data removes guesswork, reveals partner behavior patterns, highlights friction points, and shows you which motions work at each stage of the partner lifecycle. This includes performance, activity, and campaign data, as well as the direct feedback partners give you throughout the year.

CRM insights help you understand the true contribution of your partners. Look at sourced revenue, influenced pipeline, win rates, deal cycle length, partner type performance, and which partners consistently engage in opportunities. These signals show where your recruitment, onboarding, enablement, and co-selling motions need more focus.

Campaign reporting shows which messages landed, which assets partners used in opportunities, and which plays had real activation. This helps you refine content themes, simplify materials, and eliminate the programs that looked good on the calendar but had little impact. Lean on 2025 performance patterns to shape your 2026 sell-to and sell-through motions.

Partner portal activity is a clear indicator of partner intent and engagement. Training paths, content downloads, deal registrations, resource usage, and login patterns show you who is leaning in, who is drifting, and which middle-tier partners are ready for more support. This data helps you strengthen onboarding, activation, and growth stages.

Partner feedback provides context that your systems cannot. Partners will tell you where onboarding felt heavy, which assets were confusing, which incentives did not motivate them, and where they needed more support in deals. They also highlight gaps in portal usability, event value, communication frequency, and the competitive pressures they face in the field. Their feedback provides the “why” behind your CRM and portal trends and should directly influence your 2026 content priorities, lifecycle adjustments, program updates, and regional plans.

When you combine performance data with activity data and partner feedback, you get a clear and complete view of what to change, what to continue, and where partners need deeper support in 2026. This integrated view is essential when planning with incomplete information, because it gives you enough real insight to move forward confidently even before every detail of the year is set.

Align Market and Sell To, Through, and With Directly to the Partner Lifecycle

A strong strategy connects your lifecycle work to how partners move from awareness to growth.

Market and sell to partners during recruitment, onboarding, and early enablement.
This stage includes your partner value proposition, early messaging, program benefits, onboarding content, portal experience, incentives, and the “what’s in it for them” clarity partners need at the start. Your focus here is education, differentiation, and removing friction so partners understand your offer and where they fit in your ecosystem.

Market and sell with partners during engagement and growth.
This stage is where joint GTM motions come to life. Co-marketing events, workshops, joint selling, executive alignment, and late-stage deal support all fall under this. This motion helps partners deepen commitment, improve competitive positioning, and accelerate opportunities already in motion. “With” is where momentum becomes revenue.

Market and sell through partners during activation and advocacy.
This includes the assets and plays partners bring to market on your behalf. Co-branded campaigns, sales kits, social content, MDF activities, partner-led events, and referral or advocacy plays all support this stage. The emphasis is on simple, repeatable motions proven by your 2025 insight, so partners can confidently represent your solutions to their customers.

When your lifecycle aligns with how you market and sell to, through, and with partners, your strategy becomes focused, predictable, and built for momentum.

Involve Channel Sales in a Targeted, Efficient Way

Channel sales teams hold information that shapes better planning. Their insight helps you clarify partner performance, understand competitive motion, and identify the partners who will lean in next year.

Collaboration does not need to be heavy. A few focused touchpoints make a meaningful difference. Work with channel sales to define lifecycle priorities, shape partner segments, select events, and plan post-event follow-up. Their perspective helps ensure your programs support real partner needs rather than assumptions.

Build Budget Buckets That Allow Flexibility

When many details remain unsettled, budget buckets help you stay organized without restricting movement.

Useful buckets include:

Recruitment and awareness
Onboarding and activation
Enablement and content
Partner-led and joint campaigns
Events and sponsorships
Travel and partner meetings
MDF and incentives
Systems and automation
Flex funds for mid-year opportunities

Flex funds play a major role when planning with incomplete information. They allow you to react quickly to new partner interest, regional demand, late-breaking campaigns, and post-event momentum.

Treat Events as a Connected Motion

Events require early investment, but their real value comes from how you structure what happens around them.

Before events , use CRM and portal activity to identify which partners to target and which verticals or regions matter most.
During events , shift from sell-through to sell-with by hosting briefings, meetups, or planning sessions.
After events , invest in follow-up. This is where flex funds are essential. Support partners (and their customers) with workshops, webinars, new campaigns, and targeted outreach that builds on event conversations.

Events without committed follow-through rarely influence the pipeline. A connected approach ensures they do.

Support the Middle-Tier Partners

The middle tier is an often overlooked growth driver. These partners complete training, download content, or register deals sporadically. They show intent but need structure.

Support them with simple co-marketing kits, micro-training paths, low-friction MDF, and targeted follow-up after events. Their steady engagement patterns make them ideal candidates for growth when given consistent support.

Plan for Progress, Not Perfect Information

You will continue to plan amid shifting budgets, evolving partner priorities, and new product direction. The teams that succeed will be the ones who create structured plans with space for movement and informed pivots.

A strong 2026 strategy uses the data you already have, aligns to the partner lifecycle and to-through-with motions, incorporates flexible budget buckets, works closely with channel sales, and supports events with strong follow-through. It nurtures middle-tier partners who often accelerate growth, rewards your top sellers, and depends on systems and feedback loops that help you adjust quickly.

Planning with incomplete information is not a limitation. It is the reality of channel marketing today . What matters is creating a plan that is built for motion, supported by insight, and able to grow as the year unfolds.

CMA Excellence Awards Announcement

Tue, 28 Oct 2025 22:47:14 GMT

Channel Marketing Association Honors 2025 Channel Marketing Excellence Award Winners

FOR IMMEDIATE RELEASE
October 28, 2025

Riverton, UT — The Channel Marketing Association (CMA) , the leading industry association for channel marketing professionals, proudly announces the recipients of the 2025 Channel Marketing Excellence Awards. These prestigious honors recognize outstanding leadership, innovation, and dedication across the channel marketing ecosystem.

Now in its third year, the CMA Awards continue to elevate the visibility of the individuals and teams driving partner success, innovation, and engagement in the IT and telecom channel. This year, CMA took a bold stand against the traditional “Pay-to-Play” model common in many award programs.

Play-to-Pay: Awards with Purpose

In a unique twist, CMA introduced the Play-to-Pay model—where every nomination or application triggered a $10 donation to Tech4Change, a nonprofit organization empowering underrepresented students to pursue careers in technology. This initiative allowed the channel community to not only celebrate excellence—but to give back and drive impact beyond the industry.

“Channel marketers are the unsung heroes of the channel,” said Amy Bailey, Co-Founder of the Channel Marketing Association. “They’re the ones working tirelessly behind the scenes to help partners succeed. This year’s awards not only spotlight their contributions, but also support future changemakers in tech through our partnership with Tech4Change.”

Celebrating Excellence Across the Channel

The 2025 CMA Awards recognized professionals in five core categories:

Icon Award

Honoring titans of channel marketing whose vision, leadership, and influence have shaped the industry over time.

Visionary Marketer Award

Recognizing professionals who bring bold, forward-thinking strategies to life and lead the way in marketing innovation.

Rising Star Award

Celebrating emerging leaders making a major impact early in their careers with fresh ideas and strategic execution.

Connector Award

Highlighting individuals—often outside of marketing roles—who bridge gaps, build alignment, and foster collaboration across the channel.

CMA Excellence List

A curated list of high-performing channel marketers who demonstrate creativity, execution, and influence in their roles and organizations.

See the full list of winners here - https://www.channelmarketingassociation.com/2025-excellence-awards-names

“We are proud to celebrate the marketers and collaborators who make the channel such a vibrant and innovative place,” said Kathryn Rose, Co-Founder of the Channel Marketing Association. “Their creativity and leadership continue to raise the bar for what’s possible.”

About the Channel Marketing Association

Founded by and for channel marketers, the Channel Marketing Association is a professional community dedicated to education, connection, and celebration of those working at the intersection of marketing, sales, and technology in the IT and telecom industries.

To learn more about CMA: https://www.channelmarketingassociation.com

To register for the 2026 CMA Summit in Houston: https://www.channelmarketingassociation.com/marketing-summit-2026

Media Contact:

Kathryn Rose

Co-Founder, Channel Marketing Association

�� kathryn@channelmarketingassociation.com

�� 203-644-0219

CMA Flips "Pay to Play" Awards on Its Head With New "Play to Pay" Giving Initiative with Tech4Change

Mon, 29 Sep 2025 18:32:55 GMT

Channel Marketing Association Opens Nominations for 2025 Channel Marketing Excellence Awards

Salt Lake City – September 29, 2025 – The Channel Marketing Association (CMA) today opened nominations for the third annual Channel Marketing Excellence Awards , continuing a tradition of celebrating the people and teams driving innovation, creativity and impact in the channel. Over the past two years, CMA has recognized hundreds of leaders and rising stars across the industry, including those featured in the 2023 winners list and 2024 winners list .

Applications and nominations are open now through Friday, October 10, 2025. Award recipients will be announced during the CMA Virtual Summit on October 28, 2025, and honored in person at the CMA Marketing Summit on March 25, 2026, in Houston, Texas.

2025 Award Categories

Icon Award – Celebrating long-time leaders setting the gold standard in channel marketing
Visionary Award – Recognizing bold, forward-thinking strategists shaping the future
Rising Star Award – Spotlighting emerging marketers already making a big impact
Connector Award – Honoring behind-the-scenes collaborators who drive partner success
CMA Excellence List – Acknowledging outstanding marketers across the industry for creativity, leadership and results

"Channel marketers are the unsung heroes of the channel," said Amy Bailey, co-founder of the Channel Marketing Association. "They're the ones working tirelessly behind the scenes to help partners succeed by creating programs, building content, driving engagement and making sure everything runs smoothly. The CMA Awards are our way of celebrating them and shining a spotlight on the impact they make every single day."

Awards With Purpose: 'Play to Pay'

While many industry awards are "pay to play," CMA is upending the model with its new 'Play to Pay' initiative. For every nomination or application submitted, CMA will donate $5 to Tech4Change , a nonprofit composed of tech channel vendors and partners who have raised more than $1.75 million for grassroots charities.

CMA will contribute up to $1,500 in total donations, which will be presented to Tech4Change at the CMA Summit, March 24-26, 2026.

"We’re excited to flip the script with the 2025 CMA Awards. Instead of applicants paying CMA, we're paying it forward. We’re all busy, but recognizing colleagues and ourselves is still important. Now every nomination adds even greater impact with a donation to Tech4Change," said Kathryn Rose, co-founder of CMA.

"We're honored that CMA has chosen to align its awards program with Tech4Change," said Jasmina Muller, president of Tech4Change. "Their commitment to turning recognition into impact helps us continue our mission of supporting grassroots charities that are too often overlooked and underfunded. We're grateful for their partnership in paying it forward."

How to Apply or Nominate

Visit www.channelmarketingassociation.com/awards to apply or nominate a colleague. You may suggest the award that best fits, but the CMA will determine final award placements based on impact, visibility and contribution to the channel.

All applications must include a high-resolution headshot and complete responses to the application questions. Incomplete submissions may be disqualified.

For questions, please contact: amy@channelmarketingassociation.com

Supporting Quotes

"Being part of the evolution of this industry has been a privilege," said Wertz. "To receive this award from an organization built on that same spirit of community and collaboration is an incredible honor."

— Dalyn Wertz , Principal of Recurring Revenue Channels and recipient of the Inaugural 2024 Founders Award, recognizing exceptional contributions to the channel marketing profession and the CMA community.

"I've always believed that connection is at the heart of every successful channel strategy. This award is meaningful because it recognizes the behind-the-scenes effort that makes everything click."

— Jamina Muller , Chief Ecosystem Officer at Titan Cloud Storage and recipient of the 2024 Connector Award, celebrating those who create the cross-functional momentum that makes partner success possible.

"Being recognized as a visionary in this community means so much. It's a reflection not only of the work I've done but of the support and inspiration I've received from peers across the channel."

— Nicole Steele , Senior Director of Field and Channel Marketing at F5 and recipient of the 2024 Visionary Award, celebrating marketers who bring bold, forward-thinking strategies to life.

About Tech4Change

Tech4Change is a 501(c)(3) nonprofit organization composed of technology suppliers and channel partners that dedicate time and resources to aid grassroots charities across the U.S. Since our inception in 2014, we've raised more than $1.75 million for local grassroots charities that are often overlooked and underfunded. Tech4Change provides game-changing donations that go directly to the cause rather than administrative costs. To donate, sponsor or volunteer, visit www.tech4change.org .

Channel Marketing Association Opens Nominations for 2025 Excellence Awards

Wed, 03 Sep 2025 23:50:07 GMT

Applications now open through October 3; winners announced at October Virtual Summit, awards presented in March 2026

The Channel Marketing Association (CMA) is proud to announce the opening of nominations for the third annual Channel Marketing Excellence Awards , recognizing the individuals and teams shaping the future of channel marketing.

Marketers, channel leaders, and collaborators from across the telecom, IT, and SaaS ecosystems are invited to apply or nominate their peers now through Friday, October 3, 2025 .

Award recipients will be revealed during the CMA Virtual Summit on October 29, 2025 , and honored in person at the CMA Marketing Summit in Houston, Texas, on March 25, 2026 , held at the Westin Galleria.

The 2025 award categories include:

Icon Award
Visionary Marketer Award
Rising Star Award
Connector Award
CMA Excellence List

Each award honors professionals who exemplify leadership, innovation, and impact in the channel marketing space.

“Channel marketers are the unsung heroes of the channel,” said Amy Bailey , co-founder of the Channel Marketing Association. “They’re the ones working tirelessly behind the scenes to help partners succeed—creating programs, building content, driving engagement, and making sure everything runs smoothly. The CMA Awards are our way of celebrating them and shining a spotlight on the impact they make every single day.”

Celebrating Past Winners

In 2024, the CMA presented the inaugural Founders Award to Dalyn Wertz , a foundational figure in channel marketing and co-creator of the original Cable Marketing Summit. “Being part of the evolution of this industry has been a privilege,” said Wertz. “To receive this award from an organization built on that same spirit of community and collaboration is an incredible honor.”

Also recognized was Jamina Muller , recipient of the Connector Award , celebrating those who, while not always in traditional marketing roles, create the cross-functional momentum that makes partner success possible. “I’ve always believed that connection is at the heart of every successful channel strategy,” said Muller. “This award is meaningful because it recognizes the behind-the-scenes effort that makes everything click.”

Nicole Steele was honored with the Visionary Award , which celebrates marketers who bring bold, forward-thinking strategies to life. “Being recognized as a visionary in this community means so much,” said Steele. “It’s a reflection not only of the work I’ve done but of the support and inspiration I’ve received from peers across the channel.”

How to Apply or Nominate

Visit www.channelmarketingassociation.com/awards to apply or nominate a colleague. You may suggest the award that best fits, but final award placements will be determined by the CMA based on impact, visibility, and contribution to the channel.

All applications must include a high-resolution headshot and complete responses to the application questions. Incomplete submissions may be disqualified.

Channel Marketing Association Welcomes Top Tech Leaders to Board of Directors

Tue, 02 Sep 2025 17:52:43 GMT

Executives with Experience at Amazon Web Services, HP, Lumen and Fusion Connect Lend Expertise to CMA

The Channel Marketing Association (CMA) today announced the addition of three accomplished technology channel executives to its Board of Directors . The new directors bring fresh expertise from some of the world’s most recognized technology companies and will strengthen CMA’s mission to advance channel marketing excellence across the IT and telecom industries.

The new board members include:

· Chris Ogburn , Former Director Marketing, Global Partner & Alliances and AWS Marketplace, Amazon Web Services — Ogburn is a seasoned executive with more than three decades of experience leading global partner marketing, alliances, and go-to-market programs for top technology firms, including AWS and HP. He has built and scaled ecosystem strategies that drive measurable business growth and partner success worldwide.

· Sam Sundstrom , Senior Director of Marketing, Indirect & Strategic Channels, Lumen Technologies —Sundstrom brings deep expertise in partner enablement, demand generation, and channel engagement. At Lumen Technologies, he leads marketing efforts for indirect and strategic channels, aligning sales and marketing strategies to accelerate revenue and strengthen partner relationships.

· Staci Corbett , Senior Manager, Channel Marketing, Fusion Connect — Corbett has a strong background in building and executing partner programs that deliver results. At Fusion Connect, she leads channel marketing initiatives that empower partners with the resources, tools, and strategies needed to grow. Corbett is also an active industry advocate, contributing her leadership to organizations that support women in the channel.

“We’re thrilled to welcome these outstanding executives to the CMA Executive Board,” said Amy Bailey , co-founder of CMA. “Their leadership, experience, and passion for channel success will be instrumental as CMA continues to build a stronger, more innovative, and collaborative community for channel marketers.”

These three tech leaders will join the current CMA board members:

· Anthony Graziano , Senior Vice President of Marketing, D&H Distributing

· Diane Brode , Senior Director, Global Partner Marketing, Dell Technologies

· Jenn McDonald , Head of Global Partner Marketing, Cloudflare

· Leslie Vitrano Hubright, Vice President, Global IT Channel Ecosystem, Schneider Electric

· Lisa Quinby , Global Director of Partner Marketing & Strategy, Vercara (a DigiCert company)

· Maisa Fernandez , Director of Global Partner Marketing & Demand Strategy, ServiceNow

· Nicole Steele , Senior Director of Field & Channel Marketing, F5 Networks

“CMA’s Board of Directors reflects some of the brightest minds in channel marketing,” said Kathryn Rose , co-founder of CMA. “With Chris, Sam, and Staci joining our leadership team, we’re even better positioned to provide resources, education, and recognition that help marketers drive growth and innovation across the channel.”

Welcome, new board members!

CMA Call for Speakers - NOW OPEN!

Wed, 13 Aug 2025 21:37:00 GMT

Call for Speakers: One Application, Two Events

Got a story that can help channel marketers do their jobs better? We want to hear it.

This year, the Channel Marketing Association is opening a single Call for Speakers that covers two events :

CMA Virtual Summit — October 28–29, 2025
CMA In-Person Summit — March 24–26, 2026 | Houston, TX

One application puts you in the running for both. The earlier you apply, the better your chances—especially for the Virtual Summit.

Apply here: https://www.channelmarketingassociation.com/Call-for-speakers

What We’re Looking For

We’re after practical, channel-focused sessions that help practitioners move from idea to action. No fluff and no sales pitches . If you’ve solved a real problem, built a repeatable playbook, or learned something the hard way, you’re our people.

Strong fits include:

How-to frameworks (templates, step-by-step workflows, KPIs)
Case studies with outcomes and lessons learned
Live working sessions (tear-downs, makeovers, hands-on labs)
Panels that bring multiple perspectives (vendor, partner, distributor, MSP)

Session Formats

We accept a range of formats. We’ll help you pick the best fit if you’re unsure.

Solo Talk (20–30 min): Tight, actionable walkthrough with a clear framework
Panel (30–40 min): 3–4 voices + moderator; bring tension and real trade-offs
Workshop (45–60 min): Hands-on working time; attendees leave with a draft asset
Lightning Talk (10–12 min): One powerful idea, crisply delivered

For virtual sessions, we prioritize engagement: polls, live docs, and clear takeaways.

Speaker Benefits

Premier audience: Thousands of channel marketers and leaders across vendors, distributors, and partners
Professional production: Support with topic shaping, slides, and engagement tools
Promotion: Your session featured on our site, email, and social channels
Community visibility: Extend your network with the people who get channel work done
Post-event reach: Recorded sessions may be included in CMA’s on-demand library (with credit)

What Makes a Proposal Stand Out?

Keep it practical. We love talks that trade theory for tools.

Clear problem statement: What pain are you solving?
Specific audience: Who will benefit (vendor marketer, partner marketer, MSP, etc.)? What level (entry-level, mid-management, executive)?
Tangible outcomes: What will attendees be able to do afterward?
Artifacts: Templates, checklists, screenshots (even redacted)
Results: Metrics or milestones—wins and what you’d do differently

Hard no’s: Sales pitches, product demos disguised as education, and generic trend tours.

Selection Timeline

Rolling review with priority to early submissions (especially for the Virtual Summit)
Shortlisted proposals may be invited to a quick 15-minute topic consult
Final decisions shared as tracks fill; some strong fits may be held for the in-person event

How to Apply (It’s Quick)

Head to the application: https://www.channelmarketingassociation.com/Call-for-speakers
Share your session idea (title + 2–4 sentence description is plenty)
Tell us the target audience and 3 concrete takeaways
Choose your preferred format(s)

Tip: If you’re submitting a panel, include your ideal panel mix; we can help with recruiting.

Accessibility & Inclusion

We’re committed to diverse voices and practical perspectives across roles, company sizes, and backgrounds. If there’s a barrier that would prevent you from speaking, tell us in the form—we’ll work with you.

FAQs

Can I submit more than one idea?
Yes. Submit multiple—as long as each can stand on its own.

Do I need prior speaking experience?
No. If you’ve got a useful story or repeatable process, we’ll help you shape it.

Will sessions be recorded?
Yes. Selected sessions may be recorded and made available to CMA members and attendees with proper credit to you.

Ready? Let’s Build Something Useful.

If you work in the channel, you know what’s working—and what isn’t. Share it so the rest of us can do better.

Apply once for both events: https://www.channelmarketingassociation.com/Call-for-speakers

Have questions or want a fast gut-check on your idea? Email amy@channelmarketingassociation.com .

July 2025 Newsletter

Thu, 17 Jul 2025 20:49:35 GMT

Welcome to the first edition of Channeled In, a monthly newsletter from the Channel Marketing Association.

Whether you’ve attended one of our events or are just getting to know us, we’re glad you’re here.

CMA brings together a growing community of channel marketers, and Channeled In offers useful updates, news, tools, and upcoming events to support your work. This month, we are “ IN WITH AI”, highlighting how artificial intelligence is influencing channel marketing. Read on for insights to help you stay Channeled In!

The Stats Don't Lie: Why AI Proficiency is No Longer Optional

As the pressure to scale, personalize, and accelerate partner programs mounts, one tool is proving indispensable: artificial intelligence. AI is no longer just a futuristic concept, it’s a real-time engine for growth. And if the latest numbers are any indicator, it’s already changing how leading marketers operate across the channel.

Data-backed trends every channel leader should know:

64% of businesses say AI improves customer relationships: AI enables tailored channel messaging and smarter partner touchpoints, leading to stronger loyalty and higher engagement.
60% report a measurable productivity boost with AI: Automation eliminates repetitive work so teams can focus on higher-impact strategic initiatives.
59% of global marketers rank AI-driven personalization as most impactful: Partners require relevance and to be prioritized. AI helps segment by partner tier, behavior, and opportunity to deliver what resonates.
47% are actively using AI for content creation: From co-branded assets to campaign materials, AI accelerates production without sacrificing quality.
62.6% are concerned about AI-driven misinformation: Maintaining partner trust means combining AI efficiency with human oversight for messaging accuracy.

There is no doubt AI is here, it's effective, and it's scaling fast. For channel marketers ready to sharpen strategy and deepen partner engagement, the data couldn’t be clearer: AI isn’t a nice-to-have anymore. It’s the new standard.

5 Ways to Become “Exceptional” in the Age of AI

In a bold internal message that sparked widespread conversation, Micha Kaufmann, the CEO of popular outsourcing company Fiverr, didn’t hold back: “Those who fail to adapt to AI’s impact are at risk of becoming irrelevant.” His words may be sharp, but they reflect the urgency many feel.

So, how do we, as channel marketers, rise to the challenge? Here’s a refined look at Kaufman’s advice—reimagined for our world of partners, pipelines, and performance.

Master AI Tools That Boost Performance and Experiment!
Learn from People Already Doing the Work - Surround yourself with those pushing the edge of what is possible. Inside your company or across your partner ecosystem, ask what they are using and why. You do not need to guess where to start.
Treat Time Like the Asset It Is - If you're working like it's still 2024, it shows. Today’s expectations are higher, and AI can help you meet them. Look for repeatable tasks and see what can be automated or accelerated.
Improve Your Prompts - Knowing how to prompt well is the new productivity skill. It helps you create sharper content, surface better data, and get faster insights. Practice matters here.
Focus on Real Outcomes - Use AI where it counts. Think personalization at scale, campaign insights in minutes, and reports that write themselves. Tools can only do so much. The real value comes from what you build with them! This is not about becoming robotic. It is about becoming strategic, what you do next matters. Ready to sharpen your skills? Enroll in the AI Essentials Certification Course now . Use the code CMAAI25 to get 50% OFF, extended until July 15.

Channel marketing has always been where innovation meets execution. This is our moment to lead!

AI Prompt of the Week

This week, in the newly launched AI Space , Kathryn Rose, Co-founder of CMA, shared this prompt and video showing how AI can help improve your website:

Enhancing Web Copy with AI Tools for Better User Experience �� - Watch Video

"I found a really great idea for you all to try to get your websites analyzed -- try it out! USE AI to analyze your website." - Kathryn Rose, CMA Co-Founder

Step 1: Take a Screenshot of Your Website.

Open your website and focus on the section you want analyzed (e.g., homepage, landing page, or product page). Take a clear screenshot that includes all the elements you want feedback on, such as headlines, body text, CTAs, images, and layout.

Pro Tip: For a full-page screenshot, use the free Google Chrome extension GoFullPage . This tool allows you to capture the entire webpage from top to bottom in one click, ensuring ChatGPT has full context.

Step 2: Upload the Screenshot and Provide Context.

Upload the screenshot to ChatGPT and give it some background information. Let it know your website’s purpose, target audience, and the specific goals for the page (e.g., increasing sign-ups, driving sales, or improving navigation).

<<PROMPT>> Act as a web design, UX, and content expert with a strong understanding of conversion rate optimization. I am sharing a screenshot of my [website/landing page/product page] designed for [specific audience, e.g., small business owners, fitness enthusiasts, etc.]. Its primary goal is to [specific goal, e.g., drive sign-ups, increase purchases, or inform users].

Please analyze the following:

Overall design and layout: Is it visually appealing, intuitive, and user-friendly?
Headlines and body text: Are the headlines attention-grabbing and clear? Does the body text communicate the message effectively, and is it engaging for the target audience?
Call-to-action (CTA): Is the CTA placement, text, and design compelling enough to encourage action?
Navigation: Does the structure make it easy to find information and guide users logically through the page?
Suggestions: What improvements can I make to better align with my goals?

After your analysis, provide a prioritized list of actionable recommendations. Your suggestions should be clear, detailed, and based on proven UX and copywriting principles.

<<END PROMPT>>

CMA Board Member Spotlight

Diane Brode

Sr. Director, Global Partner Marketing Dell

Diane Brode brings both innovation and heart to channel marketing. With nearly 25 years at Dell Technologies, she has worked across every aspect of partner marketing and today leads efforts to help Dell’s partners succeed at scale. She also serves on the board of the Channel Marketing Association and says joining CMA felt like coming home.

“Not many people even know what channel marketing is. The CMA slogan ‘you’ve found your people’ really hit home for me. It’s been incredibly rewarding to be part of this niche community and help foster its growth.”

Diane began her journey into channel marketing at a startup called OTG Software. The company needed someone to build a partner program from the ground up, and Diane took the leap. That early experience launched a career focused on building programs that evolve with the market and put partners first.

Today, she is helping lead one of Dell’s most exciting transformations by integrating AI into every part of the partner journey. From account targeting to campaign execution and training, Diane and her team are using AI to help partners move faster and get more value from every interaction. Dell’s new Digital Marketing Tool, powered by StructuredWeb, makes it easy for partners to co-brand, personalize and localize campaigns whether they have a marketing platform or not. What sets it apart is the role AI plays in shaping and improving the experience. Partners receive intelligent content recommendations, access to AI-powered video training and support that adapts to what they are asking for inreal time.

“Our goal was to make it easier for partners of any size to get to market quickly and stand out,” Diane said. “What we didn’t expect was how much we’d learn from seeing what they are asking for right away. That insight helps us adjust and make the experience even better.” The tool has only been live for a short time, but is already seeing strong adoption. Diane attributes that success to how simple it is to use and how quickly partners can see results. “I’m personally blessed to be supported and surrounded by the best team and leaders in the industry,” she added. “Their collaboration and commitment have been key to making this real for our partners.”

For those just starting to explore AI in channel programs, Diane recommends starting small and focusing on areas with immediate impact. “Whether you are using AI to improve internal operations or giving your partners something they can use directly, both sides benefit. The most important thing is to help your teams understand how to work in this environment and keep learning.” When Diane recently attended the CMA Summit in Houston, her message was clear: “Get on the AI bus —or get hit by it!”

When she is not working on the future of partner marketing, Diane is cheering from the sidelines. A longtime Penn State fan, she now also roots for the Tennessee Vols where her oldest son attends. Her second son is at Ohio State and her daughter keeps her busy with high school lacrosse, basketball and soccer.

Generative AI in Channel Marketing

Everyone says work smarter, not harder, but generative AI is finally making that real for channel marketers. No more rebuilding decks for every VAR or rewriting the same enablement email with a slightly different SKU. Now you can spin up campaign ideas in seconds, tailor messaging by partner tier, and keep your portal content fresh without breaking a sweat. It is not magic, but it kind of feels like it.

Coming July 22–23: AI in the Channel Virtual Summit - [REGISTER HERE] .

If you’re exploring how to actually apply AI to partner programs, the AI in the Channel Virtual Summit is worth adding to your calendar. Happening online July 22–23, this free event is focused on real-world use cases.

Over two days, you’ll hear from proven experts who are already using AI to:

Automate marketing and campaign workflows
Create content faster for enablement and education
Personalize partner communications at scale
Drive measurable improvements in partner performance

You’ll also have the chance to join live one-on-one coaching sessions in the Virtual Coaching Café, where you can ask questions and get direct feedback tailored to your role.

Speakers include:

Kathryn Rose - Founder of channel-focused marketplace channelWise
Jennifer Bleam, Sales Sherpa - award-winning MSP channel strategist
Julie Anne Eason - Founder of MindFlare Consulting and AI enablement expert

Whether you’re just getting started with AI or looking to sharpen your strategy, this summit delivers actionable insights you can use right away. Register now for free to secure your spot and get access to all live sessions and on-demand replays.

AI Essentials Certification for Channel Marketers

This is an industry-recognized AI certification built specifically for channel marketers. It goes beyond theory, equipping professionals with the skills, tools, and confidence to apply AI in real-world partner programs.

From content creation to reporting and campaign execution, you’ll learn how to use AI where it counts, and walk away with a credential that proves you’re ahead of the curve.

Use the code CMAAI25 to get 50% off. Extended until July 15.

From content creation to reporting and campaign execution, you’ll learn how to use AI where it counts, and walk away with a credential that proves you’re ahead of the curve.

Use code CMAAI25 to receive 50% off, valid until July 15 - ENROLL NOW.

One Question: Ask the Channel Marketing Expert

With more than 20 years in the IT channel, including leadership roles at Tech Data, TD SYNNEX and Logitech, Anthony is a powerhouse in go-to-market strategy, partner enablement and demand generation.

Channel Marketers on the Move

Congratulations to these Channel Marketers on the Move!

Stacy Eicheldinger : Started a new position as Global Alliance Marketing Manager at Arctera.io
Inessa Rozenberg : Promoted to Sr. Director of Field and Channel Marketing at Varonis
Kelly Walker : Started a new position as Sr. Manager, Partner Marketing at Dataminr

Have you stepped into a new channel marketing role or been promoted withinyour organization? Know someone who has? We want to spotlight the amazing talent in our community. Share the update, and you may be featured in an upcoming issue of Channeled In. Submit here .

Cool Tools

Check out these cool tools for channel marketers from CMA marketing partners:

NAVAN – Business travel that earns you airline rewards and NAVAN Bucks for personal travel. Learn more .
MEMENTO – Take your events to the next level with AI that delivers the right photos to the right people, in real-time. Event attendees, speakers, and sponsors no longer have to search for their pictures; they receive them in a curated and actionable way.

June Week 2: How to Use AI for Tasks Big and Small

Mon, 09 Jun 2025 10:15:02 GMT

AI isn’t just for writing content

It can help you:

- Segment and prioritize partners
- Prep for sales reviews
- Forecast MDF impact

Our AI Essentials course walks you through these tasks step-by-step—with downloadable resources and prompt templates included.

�� Enroll today and get access to the private AI Community Space where the learning and collaboration continue.
Take the course → [Enroll Now]

June Week 1: Level Up Your Marketing with AI

Wed, 04 Jun 2025 14:04:34 GMT

Have you been AI-curious but unsure where to start?

Our AI Essentials for Channel Marketers course was built exactly for you. We cover everything from building partner personas with AI to writing better, faster campaigns with smarter prompts.

No fluff. No jargon. Just real-world use cases designed for people who live and breathe channel marketing.

When you purchase the course, you also unlock access to our exclusive AI Community Space where you can swap prompts, tools, and strategies with other marketers.

Start your journey here → [Enroll Now]

May Week 4: Customer-facing content = the silent closer

Sun, 25 May 2025 15:53:11 GMT

This week’s video dishes three conversion boosters:

Problem-Solution storytelling
50-word proof points
One crystal-clear CTA

We even turned a one-pager into a LinkedIn ad and landed three hot leads—Paid meets Owned!
Join CMA now to watch the replay of the webinar:
https://www.channelmarketingassociation.com/WhyJoin

May Week 3: Paid + Earned + Shared + Owned = PESO Power

Tue, 20 May 2025 15:48:04 GMT

Our May 22 masterclass with Gini Dietrich—yes, the Spin Sucks legend—just wrapped, and it was a powerhouse session on how each PESO quadrant fuels real channel growth.

▶️ Watch the replay inside the CMA Community to catch the strategies you missed—and download your 30-day PESO checklist to start putting it all into action today.

We covered common weak spots across all four quadrants. Curious where your gaps are?

May Week 2: Winning Partner-Focused Content

Tue, 13 May 2025 16:45:22 GMT

Truth bomb: Partners won’t rewrite your brochure.

In this week’s vid, we break down three ways to hand them instant gold:
1️⃣ Editable Canva templates
2️⃣ Elevator-worthy ROI sound bites
3️⃣ Easy personalization hooks

These live in the Shared + Owned zones of PESO—exactly what we’ll deep-dive with Gini Dietrich on May 22.
Register here .

May Week 1: Content Matters

Fri, 09 May 2025 16:30:42 GMT

Content Matters—all May long!

Great channel marketing isn’t a 30-page PDF—it’s snackable, share-ready magic that keeps partners and customers talking when you’re not in the room.

Kathryn Rose ⭐ and Amy Bailey just dropped a quick video to kick things off.

Check it out, then block May 22 for our live webinar with Gini Dietrich on mastering the PESO model.

CMA Honors Dalyn Wertz with Inaugural Founders Award

Tue, 06 May 2025 16:52:02 GMT

Visionary Leader Recognized for Her Pivotal Role in Shaping the Channel Marketing Community and Inspiring a Generation of Channel Marketers

SALT LAKE CITY, May 5, 2025 — The Channel Marketing Association (CMA), a professional community built by channel marketers for channel marketers, announced today that it presented its first-ever Founders Award to industry trailblazer Dalyn Wertz , recognizing her exceptional contributions to the channel marketing profession and the CMA community.

CMA's Founders Award, presented at the 2025 Channel Marketing Summit , April 28-29, during the 2025 CMA Awards Ceremony in Houston, is a rare distinction reserved for individuals whose impact transcends campaigns and metrics. In this case, it acknowledges a channel marketing professional whose early vision and unwavering commitment helped spark a movement and build the foundation for CMA.

"We created the Founders Award to recognize those who laid the groundwork when there was no roadmap and who continue to inspire a future generation of channel marketers," said CMA Co-Founder Kathryn Rose.

An Origin Story

As one of the original architects of the Cable Marketing Summit, Wertz brought together marketers from across the tech industry. That event became a touchstone for the community, inspiring a generation of channel marketers and shaping the vision for what would later become the Channel Marketing Association's flagship summit.

"Dalyn has been a guiding force in channel marketing — always with grace, vision, and a collaborative spirit," said CMA Co-Founder Amy Bailey. "Recognizing Dalyn with the first Founders Award was a way to say thank you for lighting the path so the rest of us could follow and build something lasting together."

Wertz's career spans more than 25 years of marketing leadership in IT, telecommunications, consumer, and nonprofit sectors. As Executive Director of Indirect Channel Marketing at Comcast Business, she shaped field marketing, partner engagement, incentive programs, partner education, and go-to-market strategies for nearly eight years. In her current role as Principal at Recurring Revenue Channels, she advises clients on best-in-class partner marketing and program development strategies that drive sustained growth.

Wertz's influence extends far beyond any single organization. Her industry recognition includes the Channel Marketing Association Icon Award (2024), repeated honors on the CRN Power 100: Most Powerful Women in the Channel list (2015–2023), and designation as a Channel Futures' Channel Influencer (2022). She was also the recipient of the Alliance of Channel Women's inaugural LEAD Award (2017), the CTAM TAMI Award (2017), and the Channel Partners Circle of Excellence honor (2018).

"I'm truly honored to receive the Inaugural Founders Award," said Wertz. "The Channel Marketing Association has played a vital role in bringing our channel marketing community together and elevating our profession. I'm especially grateful to be part of an industry with such a strong support network of friends, partners, and colleagues. It's their encouragement and collaboration that make this work so meaningful."

About the Channel Marketing Summit

The Channel Marketing Summit, hosted annually by the Channel Marketing Association, is the only event exclusively focused on channel marketing professionals. The Summit offers a dynamic blend of strategic sessions, hands-on workshops, expert panels, and networking opportunities designed to help attendees navigate the ever-evolving channel landscape, sharpen their marketing skills, and accelerate their professional growth. Learn more at: www.channelmarketingassociation.com/marketing-summit

About the Channel Marketing Association

Media Contacts

Kathryn Rose

Co-Founder

Channel Marketing Association

kathryn@channelmarketingassociation.com

Khali Henderson

Senior Partner

BuzzTheory (for CMA)

480.848.6726

khenderson@buzztheory.com

Week 4: The CMA Summit is Almost Here

Mon, 21 Apr 2025 12:56:02 GMT

Week 4: The CMA Summit is Almost Here!

Only five seats remain. We’re one week away from the CMA Summit 2025—your opportunity to be in the room with 200 channel leaders shaping the future of our industry. If you haven’t registered yet, this is your final window.

Our closing fireside chat with Maria (Lueck) Chien from Forrester will deliver exclusive insights backed by real data—what’s working in channel marketing, and how to use it to sharpen your strategy.

Add to that curated sessions, deep-dive conversations, and a network of peers driving real growth.
Houston. One week. Five seats.

We've extended our late bird promo.

Register now for the CMA Summit . Use the code "LateBird" to get $600 OFF.

Week 3: Speaker & Roundtables Highlight

Mon, 14 Apr 2025 17:02:50 GMT

Week 3: CMA Summit 2025 Speaker & Roundtables Highlight

CMA Summit 2025 is almost here!!! Join Amy Bailey and Kathryn Rose ⭐ as we spotlight what’s ahead: a powerhouse keynote from Jay McBain —one of the most influential voices in the channel—sharing five essential strategies every channel marketer needs in today’s fast-moving landscape.

Beyond the keynote, this year’s summit is packed with interactive sessions and curated roundtable discussions. You can choose your own discussion track and collaborate with peers on topics like:

✔️ Aligning Marketing and Sales for Channel Success
✔️ Alliances vs. Channel vs. Partner Marketing—and how each fits into your GTM strategy

�� Network. Learn. Grow.
Only 10 seats left available—secure yours before they’re gone.

Register now for the CMA Summit . Use the code "LateBird" to get $600 OFF.

Week 2: CMA Summit 2025 Sneak Peek

Tue, 08 Apr 2025 08:28:48 GMT

Week 2: CMA Summit 2025 Sneak Peek

Look at What’s Ahead at the CMA Summit:

Kathryn Rose and Amy Bailey shared a sneak peek of two powerhouse sessions you won’t want to miss at the summit:

• Partner Enablement That Works: Secrets from the Field – Learn proven strategies from the field to activate your partners and drive real results.
• Rise to the Top: Navigating Career Paths in Channel Marketing – Discover how to navigate your channel marketing career using the power of your network.

This summit isn’t just about growing your business—it’s about expanding your perspective, your impact, and your connections.
Spots are limited. Use code "FRIEND" to secure your and your colleague's seats here .
Only 200 seats available. We’re almost sold out.

Register now for the CMA Summit and get the practical strategies, insights, and tools you need to win—no four-leaf clover required.

Week 1: The Summit Built for Channel Marketers

Wed, 02 Apr 2025 16:55:26 GMT

Week 1: The Summit Built for Channel Marketers

��‍♀️ Most trade shows leave channel marketers sprinting from booth to booth—short on time, and even shorter on relevant education.
That’s exactly why the Channel Marketing Association Summit exists.

This isn’t another trade show. It’s a curated experience built for channel marketers—focused on real insights, meaningful growth, and the kind of networking that actually moves your career forward.

Use promo code FRIEND for $300 off registration .
Only 200 seats available. We’re almost sold out.

If you're done sitting through sessions that don’t speak your language—this is where you belong.

Register now for the CMA Summit and get the practical strategies, insights, and tools you need to win—no four-leaf clover required.

Week 4: Your “Pot of Gold” Awaits—The CMA Summit Is Almost Sold Out!

Mon, 24 Mar 2025 17:26:29 GMT

Week 4: Your “Pot of Gold” Awaits—The CMA Summit Is Almost Sold Out!

We’ve spent March discussing how to blend luck and strategy in channel marketing. Now it’s time to turn those discussions into actionable steps at the Channel Marketing Summit—and seats are going fast!

Must-See Sessions:

�� Cracking the Code: Building Stronger Partnerships with Distributors→ Hear directly from three distributor reps on mutual expectations for success.

�� Global Perspectives: Channel Marketing Across Geographies→ Adapt and thrive in international markets.

�� Partners, Tell Me What You Want, What You Really, Really Want!→ Partners speak their minds—straight, unfiltered feedback you can use.

�� Developing Your IPP Workshop→ Hands-on session using the CMA IPP workbook to build your own IPP.

�� Beyond Messaging: Turning Value Propositions into Visionary Roadmaps→ Part two of the workshop, where you leave with a ready-to-implement action plan!

Don’t rely on “luck” to move your channel forward.

Register now for the CMA Summit and get the practical strategies, insights, and tools you need to win—no four-leaf clover required.

Channel Marketing Association and Tech4Change Team Up to Boost CPExpo ROI—While Giving Back

Wed, 19 Mar 2025 00:20:20 GMT

Give Back and Get the Benefit

[Las Vegas. Nevada] — The Channel Marketing Association (CMA), in partnership with Tech4Change, is bringing high-impact, real-time event
strategies to CPExpo exhibitors through Pitch Perfect: Channel Event Edition and offering exclusive Quick-Fire Booth Boosts. These 25-minute expert strategy sessions are designed to help vendors and suppliers refine their pitches, attract more attendees, maximize engagement, and drive more revenue. Through this partnership, CMA is turning these sessions into an opportunity to give back, donating all proceeds to Tech4Change. This initiative, inspired by strategies from the newly launched CMA Channel Events Masterclass and certification, is led by Kathryn Rose and Amy Bailey, co-founders of CMA, and Jennifer Bleam, founder of Channel Sales Accelerator. The masterclass was designed to help IT and telecom vendors turn events into revenue, and now, CPExpo exhibitors have an opportunity to experience key strategies in action.

“Events are a major investment, yet too often, companies don’t see the results they expect,” said Kathryn Rose, Co-Founder of CMA. “Between the three of us, we’ve attended and worked hundreds of shows. We designed these sessions to help exhibitors make smart, strategic adjustments that drive more booth traffic, spark better conversations, and ultimately, deliver stronger ROI.” The Quick-Fire Booth Boost is available for just $97 per session. In turn, CMA, will donate 100% of the proceeds to Tech4Change, a nonprofit associated with the Channel that offers technology suppliers and channel partners an opportunity to dedicate time and resources to help grassroots charities across the U.S.

“It’s about helping exhibitors fine-tune their approach in a way that makes an immediate impact,” added Amy Bailey, Co-Founder of CMA. “Even small shifts in messaging or engagement tactics can turn a booth into a real revenue driver.” Jennifer Bleam, Founder of Channel Sales Accelerator, emphasized the importance of execution. “Success at events isn’t just about showing up—it’s about showing up with the right strategy. These Quick-Fire Booth Boosts, happening on-site at CP Expo will give exhibitors fast, actionable insights to maximize their presence and results.”

Beyond improving event performance, this initiative has a larger purpose. Jasmina Muller, Vice President at Tech4Change, shared the impact of this collaboration: “We are thrilled to have CMA donate 100% of their revenue from this valuable initiative to Tech4Change. Volunteer members of the Channel community work tirelessly to help our community give back to charities all over the country and through your participation in CMA’s Quick Fire Booth Boost, you will not only be learning something new but helping Tech4Change on its mission to create impact and make a difference.”

How to Participate

Exhibitors interested in maximizing their CPExpo presence while supporting Tech4Change can book a Quick-Fire Booth Boost session for just $97 here.

Week 3: St. Patrick’s Day Survival Guide for Channel Marketers

Mon, 17 Mar 2025 16:56:26 GMT

Week 3: St. Patrick’s Day Survival Guide

�� Happy St. Patrick’s Day! �� Are you relying on luck — or leveraging data-driven strategies — to see real ROI in your channel marketing?

In our latest post, Amy Bailey and Kathryn Rose share a "St. Patrick’s Day Survival Guide" packed with insights like:

Don’t rely on four-leaf clovers — rely on data!
Enjoy the festivities, but don’t “cheers” your pipeline away.
Leprechauns won’t build your partner program — you will.
Wear green, but keep your pipeline in the black with responsible budgeting.

And that’s just a taste! If you want tangible next steps, join us at the Channel Marketing Summit, where we’ll cover:

Partner Enablement That Works: Secrets from the Field
Activating the Inactive: Strategies for Partner Engagement
Aligning Marketing and Sales for Channel Success
Show Me the Money: Speaking CFO to Unlock Bigger Marketing Budgets

Don’t leave your success up to luck — secure your spot at the Summit and uncover proven strategies that deliver real growth. Who needs a pot of gold when you can build a sustainable revenue engine?

Join us at the CMA Marketing Summit ! Check out the agenda here .
Want a chance to winning a FREE CMA summit ticket? Join our Spin-to-Win Campaign .

Week 2: Stuck Using the “Lucky Excuse Generator?”

Mon, 10 Mar 2025 17:27:27 GMT

Week 2: Stuck Using the “Lucky Excuse Generator?” Time to Level Up!

Ever catch yourself saying, “That deal was pure luck!” or “Bad luck sunk our campaign”? In our latest video, Amy and Kathryn literally pull random excuses from a hat—only to reveal how strategy, prep, and partner enablement often have far more impact than “chance.”

Key Takeaways:

Blaming or crediting luck can mask the real reasons behind success/failure.
A solid framework, research, and follow-up tactics are usually at the core of “lucky” wins.
Want to ditch the “lucky” excuse generator? Adopt proven strategies that drive predictable outcomes.

If you’re ready to go beyond luck and harness real, repeatable methods, join us at the upcoming Channel Marketing Summit .
Let’s talk about what truly drives results—and leave luck for the lottery!

Week 1: Luck vs. Strategy Debate—Where Do You Stand?

Mon, 03 Mar 2025 15:44:51 GMT

Week 1: Luck vs. Strategy: Which Drives Channel Marketing Success?

Is channel marketing success all about catching that lucky break—or is it about consistent, strategic planning?

Our own Amy and Kathryn are kicking off March with a friendly (and fun) debate on “Luck vs. Strategy.” In their latest short video, they talk about the thrill of unexpected wins and the power of structured frameworks to make those wins repeatable.

We’re celebrating the Luck of the Irish all month with insights, tips, and—yes—a chance to “get lucky with CMA” and possibly win a free ticket to our nearly sold-out Channel Marketing Summit !

Watch our video to see which side you’re on: “Luck” or “Strategy?”

Stay tuned for more #LuckOfTheIrish content, and get ready to level up your channel marketing this March.

Remember: A little charm plus a rock-solid plan can take you far. Happy March!

Week 4: Close the Loop—Post‐Event ROI and Follow‐Up

Thu, 27 Feb 2025 07:11:24 GMT

Week 4: Close the Loop—Post‐Event ROI and Follow‐Up

Here we are at Week 4 of our “Event ROI Playbook” series—and it might just be the most important step of all: post‐event follow‐up and measuring your ROI . A fantastic event on the surface means nothing if you don’t capitalize on those new relationships or demonstrate clear value to leadership.

We’ll be tapping into the eBook’s chapters on calculating ROI, pipeline influence, and the CMA’s Engagement Intelligence Quotient (EIQ). In short, you’ll learn how to translate all that excitement on the show floor into real numbers—leads, partnerships, and revenue. We’ll also cover the best practices for sending timely, personalized follow‐ups, so your prospects know you’re serious about solving their problems.

Don’t miss Amy and Kathryn’s final video in this series, where they’ll share how to organize a post‐event debrief, avoid data dumps into your CRM, and keep improving with every event. Let’s finish strong!

WEEK 3: On‐Site Execution: Maximizing Engagement & ROI

Mon, 17 Feb 2025 16:30:29 GMT

WEEK 3: On‐Site Execution: Maximizing Engagement & ROI

It’s Week 3 of our “Event ROI Playbook” series, and we’re heading onto the show floor! This phase is where your planning and promotion come to life—or fall flat. We’ll dive into making a stellar first impression at your booth, effective lead capture, and orchestrating networking opportunities that really matter.

Pulling from both the Event ROI Playbook and the Planning Successful Channel Events worksheet, we’ll explore tips like greeting attendees quickly, designing an open, inviting booth layout, and using interactive elements to draw prospects in. We’ll also share best practices for capturing and qualifying leads on the spot—without scaring people away!

Don’t forget to watch this week’s video with Amy and Kathryn—they’ll outline common on‐site mistakes, plus how to keep your team motivated and aligned.

Have questions or a tip to share? Our community discussion is open—jump in!
https://www.channelmarketingassociation.com/WhyJoin

Week 2: Get Attendees Talking Before the Event Even Starts

Mon, 10 Feb 2025 14:11:37 GMT

Week 2: Get Attendees Talking Before the Event Even Starts

The best events start with a buzz before anyone even steps through the door! In Week 2 of CMA's Event ROI Playbook series, Kathryn Rose and Amy Bailey share how to build excitement and get the right people eager to connect with you:

�� Align your team with a clear, compelling pitch.
�� Use LinkedIn, event apps, and personalized outreach to drive engagement.
�� Tease must-see moments on social media so attendees seek YOU out!

�� Want the full playbook + workbook? Paid members get access—Join CMA Here:
https://www.channelmarketingassociation.com/WhyJoin

Week 1: Planning for Success

Mon, 03 Feb 2025 17:56:41 GMT

Week 1: Planning for Success for Your Events

Week 1 of the Event ROI Playbook series is here! ��

Amy Bailey and Kathryn Rose are breaking down the first step to maximizing your event investment: Planning for Success.

Before you book that booth or sponsorship, ask yourself:

- What’s your primary objective? (Leads? Brand awareness? Partner recruitment?)
- Is your ideal audience attending? (Make sure the right people are there!)
- How will you measure success? (Cost per lead? Pipeline impact? ROI?)

FOMO is real—but FOLM (Fear of Losing Money) is even worse. Don’t skip the budgeting conversation, and make sure you're tracking both direct and indirect costs!

�� Want the full playbook + workbook? Paid members get access—Join CMA Here:
https://www.channelmarketingassociation.com/WhyJoin

🚀 Week 4: Creating a Vision and Action Plan for 2025 🚀

Mon, 27 Jan 2025 07:37:29 GMT

�� Week 4: Creating a Vision and Action Plan for 2025 ��

As we wrap up January, it’s time to bring all the pieces together. This week, we’re creating a vision for 2025 and mapping out actionable steps to achieve it.

Let’s dream big while staying focused on the small, intentional actions that will get us there.

Ask yourself:
What does success in 2025 look like for you and your team?
What steps can you take in the first quarter to bring that vision to life?

�� Let’s discuss: What’s one part of your vision for 2025, and what’s the first step you’ll take to achieve it? Share your thoughts below and let’s cheer each other on!

💪 Week 3: Building Resolutions That Stick 💪

Mon, 20 Jan 2025 16:34:53 GMT

�� Week 3: Building Resolutions That Stick ��

This week, we’re focusing on resolutions that align with our personal and professional growth. Setting resolutions is easy—sticking to them is the hard part! Let’s talk about strategies for making resolutions that last all year.

Think about:

What motivates you to keep going?
How do you hold yourself accountable?
What tools or systems help you track progress?

Join us in the community to discuss: What’s one resolution you’ve set for 2025, and how are you planning to stick with it? Share your tips and inspire others to follow through!

🎤 Calling All Channel Marketing Experts! 🌟

Wed, 08 Jan 2025 23:05:12 GMT

Take Your Moment on Stage

Is 2025 the year you promised yourself you'd put your expertise out there, step onto the stage, and share your unique insights? Well, here’s your chance to shine! ✨

The CMA Summit , happening this April in Houston, is looking for dynamic speakers to take the stage and inspire fellow channel marketers. This is your opportunity to:

✔️ Get the recognition you deserve
✔️ Share your success stories and strategies
✔️ Check off that New Year’s Resolution to 'put yourself out there more'

Whether it’s a game-changing campaign, a unique take on channel marketing, or tips for driving partner engagement, we want to hear from YOU. ��

Don’t wait! This is your LAST CHANCE to apply to become a speaker at the Summit and kick off 2025 with impact. Let’s make this the year you own the spotlight.

APPLY HERE - https://www.channelmarketingassociation.com/2025call-for-speakers

Looking Forward - Here's to 2025!

Mon, 06 Jan 2025 21:12:02 GMT

Wow - What a Year!

As we step into 2025, we want to take a moment to share our heartfelt gratitude for being part of this amazing community!

To every CMA member, partner, and supporter, thank you for your commitment to shaping the future of channel marketing. Together, we’ve created a space where ideas flourish, strategies thrive, and successes are celebrated.

In 2025, we’re excited to bring you even more opportunities for learning, connection, and growth. From insightful events to practical resources, we’re here to help you achieve new milestones and celebrate your wins every step of the way.

✨ Wishing you a prosperous and fulfilling New Year!

Warm greetings,
Kathryn Rose ⭐ & Amy Bailey
CMA Co-F o unders

State of Channel Marketing 2024: Insights and Trends from CMA - Thu, Dec 5, 2024

Fri, 03 Jan 2025 21:00:54 GMT

Exploring Budget Shifts, Technology Adoption, and Partner Dynamics in the Channel

You're invited! Join us on December 5, 2024, for a fun and insightful look at our 2024 State of Channel Marketing research report. We asked over 14,000 channel marketers to give us their insights and tell us what’s happening out there - what challenges they are facing, where budgets are being stretched, the tools everyone’s using or trying out, the latest shifts in partner relationships and more!

Think of it as a virtual lunch and learn with your fellow channel marketers—no pressure, just the scoop on what’s working, what’s changing, and what’s next.

Whether you’re tackling partner engagement, wrestling with tech choices, or just trying to get the most out of your budget, you’ll learn what others are doing and get some ideas to implement in your business.

What We’ll Cover:

Where the Money’s Going: Find out how marketers are spending (or saving) their budgets and where it might make sense to invest or cut back.
Tech Tools of the Trade: We’ll share the top tools everyone’s buzzing about.
Partner Program Trends: Dive into what’s changing in partner engagement, from training to support and co-marketing campaigns.
The Influencer Effect: Hear how influencers and industry voices are impacting visibility and market reach.
Tips to Level Up: Grab a few practical ideas to streamline your tools, boost partner engagement, and show real ROI.

Join us for an informative session, and let’s explore what’s happening in our world of channel marketing together!

Thank you to DemandFactor for sponsoring the State of Channel Marketing Report.

State of the Channel Marketing session recording! Now available!

Fri, 03 Jan 2025 20:56:52 GMT

Overwhelming Demand is Good News for You!

We had more than 400 people sign up for our recent State of the Channel Marketing session.

Normally, our webinar replays are ONLY available to paid members of the community. However, we are adding it to the CMA news section of our community site for everyone to enjoy!

If you're not a paid member, we have a free level. We will approve you and then head over to the CMA news and events on the left bar, where you'll find the recording. Click here to join at the free level.

Not sure if CMA is a fit, but still want access...? DM Kathryn Rose or Amy Bailey , and we'll share the link to the recording with you!

The CMA Wants to Recognize YOU!

Mon, 30 Dec 2024 21:21:26 GMT

Do Not Delay - Apply or Nominate your Favorite Channel Marketer Now!

You asked, and we listened! Nominations for the Second Annual Channel Marketing Excellence Awards have been extended until December 3.

�� Recognize outstanding channel marketers.
�� Celebrate innovation and excellence.
�� Submit your nominations today!

Don’t miss this chance to honor the visionaries, trailblazers, and rising stars shaping the future of channel marketing.

�� APPLY NOW or nominate your favorite marketer:
https://lnkd.in/gnTGuna7

Let’s s p otlight the best in the business! ��

Join us in giving a big CMA welcome to our new members

Mon, 30 Dec 2024 20:42:07 GMT

Welcome New Members

We’re excited to have you as part of our community of professionals dedicated to excellence and innovation.

Here’s to new opportunities, meaningful connections, and shared success. Welcome aboard!

Let’s show some love—leave a welcome message below!

CMA Reveals 2nd Annual Channel Marketing Excellence Award Winners

Tue, 17 Dec 2024 20:46:05 GMT

Second Annual Excellence Awards

Today, CMA announced the winners of the second annual Channel Marketing Excellence Awards!

The awards presentation, hosted by CMA Co-founders Kathryn Rose and Amy Bailey, celebrated the remarkable achievements and groundbreaking strategies of channel marketing professionals who are making a lasting impact.

Who made the list? See the replay on LinkedIn!

Award Categories include:

The Icon Award celebrates the titans of channel marketing. Recipients of this award are celebrated for their lifelong commitment to excellence, innovation, and mentorship, shaping the future of channel marketing.
The Visionary Award recognizes individuals for their innovative approaches to overcoming challenges, pioneering new strategies, and seizing opportunities that drive remarkable market success.
The Rising Star Award spotlights individuals whose fresh perspectives, innovative ideas and remarkable achievements signal a bright future in channel marketing.
The Channel Marketing Excellence List are channel marketers who are at the top of their field and have navigated complex market dynamics with flair, driving unparalleled growth and engagement through their visionary strategies.
New this year is the Connector Award , which honors individuals who, while not traditionally considered channel marketers, play a pivotal role in advancing channel marketing through collaboration and partnership.

Click here to see the winners!

🌟 We're thrilled to welcome our new members to the Channel Marketing Association 🎉

Thu, 12 Dec 2024 21:16:45 GMT

Welcome New Members!

Your passion and expertise enrich our community, and we can't wait to see the incredible contributions you'll bring.

Get ready to connect, learn, and grow alongside like-minded professionals. Together, we’re shaping the future of channel marketing.

Be sure to say hi in the community!

Channel Marketing Association Holiday meetup - Denver!

Thu, 12 Dec 2024 20:54:18 GMT

Denver Chill & Cheer Holiday Meetup

What a fantastic Channel Marketing Association Holiday meetup last night in Denver. We had a great turnout of old friends and new ones. It was great to see people who hadn't connected in years reconnect.

Extra points are given to the Spectrum Enterprise team for all of the Ugly Sweaters.

Thanks to all those who braved the unexpected snowstorm to mix and mingle.

2nd Channel Marketing Excellence Awards: Live Announcement!

Mon, 09 Dec 2024 21:13:16 GMT

Join us live for the Channel Marketing Excellence Awards Announcement! ��

We’re celebrating the remarkable achievements and groundbreaking strategies of channel marketing professionals making a lasting impact. This exciting live event will spotlight the talented individuals and teams receiving awards for their outstanding contributions to the industry.

✨ Hosted by Kathryn Rose and Amy Bailey, Co-Founders of the Channel Marketing Association (CMA), this event will unveil the awardees for the prestigious 2nd Channel Marketing Excellence Awards.

�� Date: Tuesday, December 17
⏰ Time: 10 AM EST

�� Tune in to discover who made the list! Don’t miss this celebration of innovation and excellence in channel marketing.

CMA Survey: 38% of Firms Plan to Increase Channel Marketing Budgets in FY 2025

Fri, 06 Dec 2024 20:48:37 GMT

Channel Marketing Association State of Channel Marketing Report

Despite this year’s economic challenges, 38% of technology company executives say they plan to increase their channel marketing budgets in FY 2025, signaling cautious optimism for the coming year.

This and other exclusive data from the Chanel Marketing Association ’s first annual State of Channel Marketing Report were revealed on Dec. 5 in a sold-out webinar.

CMA’s report, sponsored by Demand Factor , includes insights gleaned from surveys of technology marketing decision-makers and offers actionable insights into how organizations are navigating growth opportunities, investing in technology and engaging their partner networks to drive success.

Here are a few highlights:

Top Areas of Channel Marketing Spend

As noted, 38.1% of survey respondents plan to increase their channel marketing budgets for FY2025. Where is the budget going? Key investments include partner engagement, advanced technologies and partner-driven sales growth.

Companies plan to prioritize investments in the following areas:

Expanding global partner engagement and onboarding new partners.
Investing in technology such as PRM systems, account-based marketing tools, and AI-driven platforms.
Driving sales growth through partner ecosystems to tap into new markets.
Another 12.7% of respondents are reducing budgets, with cuts focused on high-cost events and field marketing.

Tools Powering Modern Channel Marketing

According to the survey, channel marketing organizations have invested in modern tools to improve productivity and optimize results.

More than half (50.7%) of respondents use partner relationship management (PRM) systems to automate processes like onboarding, tracking performance, and co-marketing.
More than a quarter (26%) leverage through-channel marketing automation (TCMA) tools to enable localized campaigns while maintaining global brand consistency.
And a fifth (20%) rely on channel incentive management tools to track and reward partner success programs.

Tough Hurdles Facing Channel Marketers

While many channel marketers are investing in marketing and marketing tools, challenges remain, including:

· Competition, which makes it harder to gain and maintain partner loyalty and mindshare

Limited budgets and rising costs put pressure on marketers to maximize their impact with fewer resources
ROI measurement is complicated by long sales cycles and incomplete partner data.

Gain a Competitive Edge With CMA Membership

Despite ongoing challenges, the 2024 State of Channel Marketing Report highlights optimism and strategic investment opportunities for channel marketers. Addressing key issues like technology adoption, partner engagement, and ROI measurement will be critical for success in 2024 and beyond.

Success in today’s competitive channel marketing environment requires both a clear understanding of market trends and the right connections. CMA membership equips you with exclusive data and a strong professional network to help your organization grow strategically while advancing your career.

BONUS Webinar Access: Normally, CMA webinar replays are ONLY available to paid members. Because there were not enough seats for the live event, we’re adding the reply to our community site for everyone – paid and free members – to enjoy! Full access to the report is an exclusive benefit of paid CMA membership.

Access the full 2024 State of the Channel Marketing report and gain the insights you need to stay ahead in channel marketing — join CMA today !

Chill & Cheer - Denver Holiday Meetup!

Thu, 21 Nov 2024 21:18:44 GMT

ATTENTION DENVER PEEPS �� It’s time to Chill & Cheer! ��

The holidays are almost here, and so is our Channel Marketing Association Holiday Channel Meetup! We're bringing together channel marketers for an evening of networking, festive fun, and holiday spirit. ��✨

�� When: Monday, December 9, 2024, 4–6 PM

�� Where: PINDUSTRY, 7939 E Arapahoe Rd, Greenwood Village, CO

Whether you’re a seasoned channel pro or just looking to make connections in the industry, this is the perfect opportunity to relax, mingle, and celebrate the season together.

�� RSVP today and make sure you’re part of the holiday magic! Don’t miss out!

�� https://lnkd.in/gS3xW_q3

Bring your holiday cheer (and your best ugly sweater or festive holiday attire)! We can’t wait to see you there! ��

Chill & Cheer Holiday Channel MeetUp - 234 W 42nd St, New York, NY, US, 10036, Dec 8, 2024, 10:30 PM

Mon, 28 Oct 2024 20:58:21 GMT

Chill & Cheer: A Holiday Channel MeetUp!

Join us us if you can for an informal and festive gathering of channel professionals in the NYC area. Stop by for a bit to say "Hi" or stay and network!

This is a great opportunity to meet other Channel Pros in the NYC area and enjoy:

A casual, festive gathering with fellow channel professionals.
Opportunities to connect, network, and celebrate the season.
Holiday cheer, great conversations, and optional ugly sweaters for extra fun!

Dress for the season—ugly sweaters, festive flair, or simply your favorite cozy outfit.

We know a Sunday seems strange but some of us will be in town early for an event so we thought we'd try to get together with some of our channel friends. So whether you're a local or just passing through, we’d love to see you there!

Let’s toast to the season and celebrate the incredible Channel community.

The Channel Marketing Excellence Awards - Nominate now!

Thu, 24 Oct 2024 21:02:12 GMT

Get the Recognition You Deserve!

The Channel Marketing Excellence Awards celebrate those who lead with creativity, insight, and impact. Do you know someone who embodies these qualities? Nominate them, or consider applying yourself!

From industry icons to rising stars, this is the moment to recognize the game-changers in channel marketing.

Nominate Now: Deadline: November 22, 2024

Channel Marketing Association Announces the Inaugural Channel Marketing Excellence List

Mon, 01 Apr 2024 15:45:04 GMT

And the Winners Are...

(Riverton, Utah) In a world where the significance of direct and indirect marketing channels cannot be overstated, the role of channel marketers often goes unnoticed. These professionals are the unsung heroes who fuel the engine of the channel, crafting strategies that drive success across diverse and dynamic marketplaces. It's with great excitement that we introduce the inaugural Channel Marketing Excellence List, aimed at spotlighting the remarkable talents behind the scenes of successful channel marketing.

This year, we received more than 1,000 nominations from across the globe. The selection process was challenging, underscoring the high caliber of innovation and dedication within the channel marketing community. The final list includes more than 300 marketers from various companies across the IT and Telecom Channel ecosystem.

“We had to make some tough decisions; the talented list was just incredible,” says Kathryn Rose, co-founder of the Channel Marketing Association. “We are so thrilled to be able to highlight some of the brightest minds in channel marketing.”

The honorees have also been further categorized into three distinguished groups: Icons, Visionaries, and Rising Stars. Each category celebrates a unique aspect of excellence in channel marketing, from seasoned leaders who have shaped the industry to forward-thinkers setting the trends of tomorrow and bright channel newcomers making a significant impact.

“Channel marketers represent the backbone of channel organizations, and we wanted to highlight those who have impacted our industry,” said Amy Bailey, co-founder of the Channel Marketing Association.

These achievements will be celebrated at the Channel Marketing Association Summit, held at the Gaylord Texan from April 24-26th. This event will serve as a platform to honor these exceptional marketers and feature a comprehensive agenda to advance channel marketing practice.

The Summit begins with a pre-day, hands-on workshop focused on Artificial Intelligence (AI) for channel marketers. This workshop is designed to equip marketers with the knowledge and tools needed to leverage AI, enhancing their strategies and ensuring their success in an increasingly competitive landscape.

Jay McBain, Chief Analyst from Canalys, kicks off the summit with his thoughts on the future of Channel Marketing and the importance of the role. This is followed by a day and a half of sessions on hiring best practices, marketing in the no-cookie age, tool organization, a panel focused on the partner’s perspective, career development sessions, and more.

To learn more about the summit and register: https://CMAmarketingsummit24.eventbrite.com

Full award list is here.

About the Channel Marketing Association

The Channel Marketing Association was founded by channel marketers, for channel marketers, to create a safe space to share best practices, resources, and education to support those involved in the channel marketing movement in the IT/Telecom sectors.

To learn more about the Channel Marketing Association, http://channelmarketingassociation.com

channel-marketing-association

Channel Marketing Association Honors Diane Brode with 2026 Founders Award

Respected Channel Marketing Leader Recognized for Her Lasting Impact on the Profession and the CMA Community

All-Star Analyst Panel, CMO Power Session & Partner Performance Research Headline CMA Marketing Summit 2026

Channel Marketing Association Shapes the Next Generation of Channel Marketing at Third Annual Event, March 24-26 in Houston

MDF That Works: From Cost Center to Growth Engine

MDF That Works: From Cost Center to Growth Engine

by guest contributor Suraj Atreya, Global Partner Marketing Leader - Rackspace

Beyond the Budget Line: MDF as Strategic Connective Tissue

The Anatomy of High-Performing Partner Alliance Marketing Programs

Building Your 2026 Channel Strategy When Everything Is Changing

The Challenge is Real: You Are Planning With Incomplete Information

Start With What You Already Know

Use Your 2025 Data as Your Guide

Align Market and Sell To, Through, and With Directly to the Partner Lifecycle

Involve Channel Sales in a Targeted, Efficient Way

Build Budget Buckets That Allow Flexibility

Treat Events as a Connected Motion

Support the Middle-Tier Partners

Plan for Progress, Not Perfect Information

CMA Excellence Awards Announcement

Channel Marketing Association Honors 2025 Channel Marketing Excellence Award Winners

CMA Flips "Pay to Play" Awards on Its Head With New "Play to Pay" Giving Initiative with Tech4Change

Channel Marketing Association Opens Nominations for 2025 Channel Marketing Excellence Awards

Channel Marketing Association Opens Nominations for 2025 Excellence Awards

Applications now open through October 3; winners announced at October Virtual Summit, awards presented in March 2026

Channel Marketing Association Welcomes Top Tech Leaders to Board of Directors

Executives with Experience at Amazon Web Services, HP, Lumen and Fusion Connect Lend Expertise to CMA

CMA Call for Speakers - NOW OPEN!

Call for Speakers: One Application, Two Events

What We’re Looking For

Suggested Topics (Mix & Match)

Session Formats

Speaker Benefits

What Makes a Proposal Stand Out?

Selection Timeline

How to Apply (It’s Quick)

Accessibility & Inclusion

FAQs

Ready? Let’s Build Something Useful.

July 2025 Newsletter

Welcome to the first edition of Channeled In, a monthly newsletter from the Channel Marketing Association.

The Stats Don't Lie: Why AI Proficiency is No Longer Optional

5 Ways to Become “Exceptional” in the Age of AI

AI Prompt of the Week

CMA Board Member Spotlight

Generative AI in Channel Marketing

AI Essentials Certification for Channel Marketers

One Question: Ask the Channel Marketing Expert

Channel Marketers on the Move

Cool Tools

June Week 2: How to Use AI for Tasks Big and Small

AI isn’t just for writing content

June Week 1: Level Up Your Marketing with AI

Have you been AI-curious but unsure where to start?

May Week 4: Customer-facing content = the silent closer

May Week 3: Paid + Earned + Shared + Owned = PESO Power

May Week 2: Winning Partner-Focused Content

May Week 1: Content Matters

CMA Honors Dalyn Wertz with Inaugural Founders Award

Visionary Leader Recognized for Her Pivotal Role in Shaping the Channel Marketing Community and Inspiring a Generation of Channel Marketers

An Origin Story

About the Channel Marketing Summit

About the Channel Marketing Association

Week 4: The CMA Summit is Almost Here

Week 4: The CMA Summit is Almost Here!

Week 3: Speaker & Roundtables Highlight

Week 3: CMA Summit 2025 Speaker & Roundtables Highlight

Week 2: CMA Summit 2025 Sneak Peek

Week 2: CMA Summit 2025 Sneak Peek

Week 1: The Summit Built for Channel Marketers

Week 1: The Summit Built for Channel Marketers

Week 4: Your “Pot of Gold” Awaits—The CMA Summit Is Almost Sold Out!

Week 4: Your “Pot of Gold” Awaits—The CMA Summit Is Almost Sold Out!

Channel Marketing Association and Tech4Change Team Up to Boost CPExpo ROI—While Giving Back

Give Back and Get the Benefit

Week 3: St. Patrick’s Day Survival Guide for Channel Marketers

Week 3: St. Patrick’s Day Survival Guide

Week 2: Stuck Using the “Lucky Excuse Generator?”

Week 2: Stuck Using the “Lucky Excuse Generator?” Time to Level Up!