Insights

Credit: This article is inspired by insights from Jill Joy’s piece on WebProNews, “AI Agents Upend Sales: From Pitch Decks to Autonomous Deals.”

Remember when “closing a deal” meant hours of PowerPoint prep, endless email threads, and that sinking feeling when a hot lead went cold because you forgot to follow up? Yeah, those days are fading fast.

According to Jill Joy’s recent analysis, AI sales agents aren’t just helping with sales anymore, they’re running entire workflows from first contact to signed contract. And if you’re in the channel world, this shift isn’t just interesting. It’s a wake-up call.

When news broke about Amazon cutting 16,000 jobs in January 2026, the hot takes came fast and furious. “AI is coming for your job!” screamed the headlines. “The robots are taking over!” echoed across social media.

But here’s the thing: that’s not really what’s happening here.

If you dig into the actual story, as reported by Mark Haranas at CRN, you’ll find something much more nuanced and, frankly, much more interesting. This isn’t a tale of machines replacing humans. It’s a story about what happens when a company grows faster than expected and needs to recalibrate its culture.

Let’s break it down.

The Numbers: What Actually Happened

Amazon announced the elimination of approximately 16,000 corporate positions in January 2026. Combined with the 14,000

Channel management isn’t just about finding partners: it’s about building relationships that actually drive results. Too many channel managers get stuck in the weeds, juggling spreadsheets and chasing down partner updates instead of focusing on what matters: creating stronger, more productive partner teams.

If you’re tired of partners who sign up but never engage, deals that get stuck in limbo, or programs that look good on paper but fall flat in practice, this guide is for you.

Here are five proven steps to transform your partner program from a nice-to-have into a revenue-generating machine.

Most partner onboarding is broken. You either overwhelm new partners with too much information or

Starting out as a channel manager can feel like drinking from a fire hose. You’re juggling partner relationships, trying to hit quotas, and learning the ropes while everyone expects you to perform like a seasoned pro. The good news? Most of the mistakes you’re probably making (or about to make) are totally avoidable once you know what to watch out for.

Let’s dive into the most common pitfalls that trip up new channel managers and how you can sidestep them like a pro.

The “Wing It” Approach: Not Having a Clear Partner Playbook

Here’s the thing – you can’t just throw partners at the wall and see what sticks. Yet so many new channel managers jump in without a solid playbook, hoping things will just work themselves out.

Without clear processes, you’ll find

Hey there, future channel superstar! If you’re reading this, you’re probably one of those ambitious young channel managers who wants to crush it in their new role. Maybe you’ve been thrown into the deep end with a list of partners and told to “make it work.” Or perhaps you’re staring at a blank template wondering how the heck you’re supposed to create a partner business plan that actually moves the needle.

Here’s the thing: most partner business plans are garbage. They sit in shared folders collecting digital dust while partners continue doing whatever they want and hitting (or missing) numbers seemingly at random. But it doesn’t have to be this way.

The best channel managers know that a killer partner business plan isn’t just a document, it’s your secret weapon for

Look, I get it. You’re new to channel management, and everyone seems to have some secret sauce you don’t know about. The seasoned pros make it look effortless while you’re drowning in spreadsheets, manual partner outreach, and trying to figure out which partners are actually worth your time.

Here’s the thing nobody’s telling you: those “experts” aren’t just more experienced, they’re using AI tools that most people don’t even know exist. And honestly? They’re not exactly broadcasting their methods.

Time to level the playing field.

While you’re spending hours on LinkedIn trying to identify potential partners, the smart channel managers are using AI to do it in minutes. I’m talking about systems

If you’re new to channel management, you’ve probably heard the debate: “Traditional sales is where the real money is,” versus “Channel sales is the future.” As someone just starting out, it’s tough to know which camp is right.

Here’s the thing, both approaches have their place, but if you’re looking at pure deal volume and market impact, channel sales consistently comes out ahead. Let me break down why, and more importantly, how you can leverage this knowledge to absolutely crush it in your new role.

What Traditional Sales Really Looks Like

Traditional direct sales is the classic approach most people think of when they hear “sales.” Your company hires a bunch of salespeople, they reach out to prospects directly, and they handle everything from initial contact to

If you’re new to the channel manager game, you’ve probably heard these buzzwords thrown around: partner marketing strategy and partner team enablement. Both sound super important, and honestly, they are. But here’s the million-dollar question that keeps popping up in Slack channels and team meetings: which one actually moves the needle on your channel operations?

The short answer? It’s complicated (sorry!). But the long answer is way more interesting and will actually help you figure out where to focus your time and budget. Let’s break this down in a way that makes sense for real-world channel management.

Think of partner enablement as giving your partners superpowers. You’re essentially equipping your resellers,

Channel conflict is eating away at your revenue, frustrating your partners, and making your job as a channel manager way harder than it needs to be. If you’re dealing with partners competing against each other, direct sales stepping on channel toes, or constant territory disputes, you’re not alone: and more importantly, you’re not stuck.

The good news? Channel conflict in 2025 isn’t the unsolvable mystery it used to be. With the right approach and modern tools, you can eliminate most conflicts before they start and handle the rest like a pro.

Before we dive into solutions, let’s be real about what channel conflict is doing to your business. It’s not just “politics” or “growing pains”: it’s money walking out the

Let’s get one thing straight right off the bat: if you think face-to-face partner events are dead, you’re missing out on some serious ROI opportunities. I know, I know, everyone’s been saying “virtual is the future” since 2020. But here’s the reality check your channel team needs to hear.

Remember when everyone was writing the obituary for in-person events? Well, plot twist: they’re not just alive, they’re absolutely crushing it in 2025.

Here’s what’s actually happening out there: 57% of event organizers have seen increased attendance at in-person B2B conferences over the past year. That’s not a typo. While everyone was busy declaring face-to-face events dead, smart channel professionals were doubling

Managing a successful channel partner program isn’t just about recruiting partners anymore. Today’s channel operations require smart, data-driven approaches that can adapt in real-time. That’s where AI comes in.

While most channel managers are still stuck in spreadsheets and quarterly reviews, forward-thinking teams are already using AI to revolutionize how they build and execute partner business plans. The result? Faster partner onboarding, better performance insights, and channel operations that actually scale.

Here are five AI-powered hacks that will transform how you approach partner business planning – and give you a serious competitive edge in your channel operations.

Starting your first channel manager role feels like drinking from a fire hose. One day you’re managing partner relationships, the next you’re troubleshooting deal conflicts, and by Friday you’re wondering if you’re cut out for this job at all.

If you’re sitting there questioning whether you know what you’re doing, you’re not alone. Every successful channel manager started exactly where you are right now: confused, overwhelmed, and wondering where to turn for help.

Here’s the truth: channel management is tough because it’s one of the most complex sales roles out there. But it’s also incredibly rewarding once you get your bearings. This guide will help you cut through the chaos and start building the skills that matter most.

Partner marketing isn’t just a nice-to-have anymore: it’s become essential for smart growth in 2025. With customer acquisition costs climbing and competition getting fiercer, the companies winning are those that team up with complementary brands to share audiences, resources, and expertise.

Think about it: instead of fighting for the same customers alone, you’re combining forces with brands that already have your ideal audience’s trust. It’s like having a trusted friend introduce you at a party versus trying to make connections on your own.

The best part? When done right, partner marketing creates a win-win situation where both brands benefit from shared success. But here’s the catch: most companies jump into partnerships without a clear strategy, leading to wasted time

Channel conflict isn’t just annoying: it’s a partnership killer. When multiple partners chase the same prospect or your direct sales team steps on channel deals, you lose trust, destroy margins, and create chaos. But here’s the thing: most channel conflict isn’t inevitable. It’s a management problem that the right deal registration software can solve.

If you’re tired of playing referee between angry partners or watching deals fall through the cracks, these seven tricks will help you bring order to your channel program.

This is the foundation of any working deal registration system. The rule is simple: whoever registers a deal first gets exclusive rights to it for a defined period. But the magic