July 2025 Newsletter

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.

  1. Master AI Tools That Boost Performance and Experiment!
  2. 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.
  3. 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.
  4. 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.
  5. 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 πŸš€ - 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 Dellο»Ώ

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:

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.

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 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.