Insights

Thinking from the channel.

Notes, observations, and points of view from a team that's spent decades inside partner programs, distribution networks, and the systems that connect them. Written for vendors, Trusted Advisors, and the ecosystem partners who keep it all running.

What we're reading

Get these in your inbox

Reporting, research, and analyst work from across the industry that we think is worth your time, with a note on why it matters if you sell, build, or support through the channel. Links open on the publisher's site.

Concentric orbital rings radiating from a bright centre, representing citation sources feeding an AI answer eMarketer
Channel Strategy

Generative Engine Optimization in 2026.

The stat that should stop anyone relying on search visibility: fewer than 10% of the sources cited by ChatGPT, Gemini, and Copilot rank in Google's top ten for the same query. The SEO you already paid for does not buy you a seat in AI answers.

eMarketer 2026 report
Rising bar chart with the tallest bars highlighted, representing buyer research signals building over time 6sense
Partner Programs

The B2B Buyer Experience Report.

Nearly 4,000 buyers surveyed. The winning vendor was already on the Day One shortlist 95% of the time, and cycles shortened from 11.3 months to 10.1. If you only meet buyers once they raise a hand, you are arriving after the decision.

6sense Nov 12, 2025
Stacked isometric planes with illuminated indicator points, representing layered network security infrastructure Dell'Oro Group
Industry

AI and refresh cycles reenergize network security hardware.

Hardware spend is forecast to top $90 billion through 2030, at nearly double the previous growth rate. Mauricio Sanchez is careful to say this is not a return to a box at every location, which is exactly where the partner services opportunity sits.

Dell'Oro Group Aug 4, 2026

From The Crew

Our own writing, in the works.

Article image
Industry

AI service providers are a new channel category. Here's what vendors should do about it.

A new tier of partner has emerged in the last 18 months, sitting somewhere between MSP and consultancy. Most vendor programs aren't ready for them yet.

7 min read Coming soon
Article image
Channel Strategy

Recruit fewer partners. Activate the right ones.

Most channel teams optimize for partner count. The teams that move the number optimize for partner fit. Here's what changes when you switch.

5 min read Coming soon
Article image
Channel Strategy

The first ninety days of a new partner program.

What we actually do in the first three months of a vendor engagement, and the early signals that tell us whether the program will compound or stall.

10 min read Coming soon
From The Crew

Thinking from the channel, in your inbox.

A short, sharp newsletter for people who work in or around the channel. New thinking from The Crew, no sales pitches, and no padding. Unsubscribe any time.

No spam. No share. Just thinking.

You're on the list.

Check your inbox for a confirmation. The next dispatch goes out soon.

Looking for something more specific?

If you're working through a real channel question, sometimes a conversation moves faster than an article. We're happy to talk.

Book a Call See How We Work