What happens when two visionary marketers decide to break down silos and redefine an industry? Enter the Channel Marketing Association—a groundbreaking community empowering IT/Telecom channel marketers to connect, collaborate, and thrive. In this episode of Channel Talks, Kathryn Rose shares how AI, authenticity, and strategic innovation are reshaping the future of partner engagement.
Watch the full episode here
Building a Community for Channel Marketers
Kathryn’s journey began with a simple but powerful realization: channel marketers often operate in silos, juggling multiple roles with little opportunity to connect or share best practices. Alongside co-founder Amy, she launched the Channel Marketing Association to change that.
“We wanted to create a space where channel marketers could come together, speak the same language, and learn from each other,” Kathryn shared.
From Storytelling to Strategy
Over the past decade, the role of the channel marketer has evolved dramatically. What was once centered on storytelling and design is now deeply rooted in revenue, ROI, and financial literacy.
“Channel marketers are being asked to do more with less,” Kathryn noted. “We’re expected to be both tactical and strategic, often without the resources we need.”
This shift has made KPIs, attribution, and strategic alignment more critical than ever.
AI: The Game-Changer in Channel Strategy
Kathryn is bullish on AI—but with a caveat. While AI can drive efficiency and smarter decision-making, it must be used thoughtfully.
“AI isn’t just for Gen Z,” she said. “It’s a tool every marketer needs to understand and use authentically.”
She highlighted the importance of balancing automation with human connection, especially in partner relationships where trust and personalization are key. Kathryn left us with a powerful reminder: while tools and trends will come and go, the heart of channel marketing lies in relationships. #AuthenticityOverAutomtion
Take Your Next Step
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