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A view of Channel Management from the front row | Heather Tenuto EP. 61

In today’s uncertain world, the buyer has never been more powerful. They know how they want to buy, and the channel and supply chain needs to adapt. This week’s episode of Channel Edge shares a view of channel management from the front row sharing what’s happening between channel and vendor, and channel and customer. Heather Tenuto, Chief Revenue Officer at Zift Solutions rejoins Channel Edge to share her thoughts on how companies are getting the most out of today’s channel. Being a technology supplier to leading companies selling through channel, she has a front-row seat into how companies and their channels are adapting in these uncertain times. Heather shares four core things for improving partner engagement:

  1. Workshop the Journey
  2. Understand how the buyer wants to buy
  3. Automate and Enable
  4. Measure the Data

Listen in as Heather describes an expansive view of the journey, talks about marketplaces and alignment of all areas of the organization, how to use technology, and the importance of measurement. Heather drops key insights like: “Channel Chiefs and CFOs need to be BFFs.” Heather sees an acceleration of digital transformation with resellers that were previously at risk of being left behind. She also sees smaller companies being more careful and making better decisions at the start of their channel journey. She even comments on how some suppliers are prioritizing building relationships online over traditional in-person events as a longer-term change.




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Click here to listen to our previous episode with RyanSchoop, Vice President of Marketing at AppDynamics, as he discusses Investing in the Right Channel Partners.


About the Author

Steven Kellam Senior Vice President, Marketing and Alliances Steven is a respected leader in channel incentives and marketing with a comprehensive end-to-end understanding of what it takes for brands to succeed selling through complex sales channels. He has over twenty years of executive management experience combining leadership, vision and execution applied to sales, marketing, business development and operations. At 360insights, Steven drives growth through alliance building, thought leadership marketing and collaboration with the sales team. Steven is a strong strategic leader with a passion for growth and operations excellence. Prior to joining 360insights Steven served as President of CCI (now E2Open’s incentive business). At CCI, Steven led efforts to form alliances across the channel software market, grew its MDF and co-op advertising business, and expanded its solutions offering across its product suite to include rebates, sales incentives and APIs to support strategic partnerships. Steven studied Economics and Marketing at Virginia Commonwealth University and Hampden-Sydney College, respectively. Steven lives in San Francisco and is a competitive athlete, participating in triathlons and open water swims including the Escape from Alcatraz, Golden Gate Bridge and the Kona Ironman in Hawaii.

Profile Photo of Steven Kellam