ChannelWaves by Structured

Steven Kellam
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A podcast for Channel Marketers, Channel Waves is a place where channel leaders share success strategies, best practices and emerging trends, brought to you by Structured.

  1. Episode 32 Leslie Chiorazzi

    13 JAN

    Episode 32 Leslie Chiorazzi

    AI, MSPs, and Real-World ImpactIn this episode of ChannelWaves, Steven Kellam talks with Leslie Chiorazzi, Managing Partner of CMIT Solutions Manhattan, about what AI actually looks like inside an MSP today. Leslie shares how she’s using AI to better understand her best clients, improve sales and marketing efforts, streamline operational work, and free up time to focus on relationships and strategy. They also discuss the growing complexity MSPs face when working with large vendors and distributors, and how AI can help make marketing, information, and insights easier to access and act on. As AI takes on more execution and day-to-day busywork, people still buy from people. Relationships, conversations, and trust remain central, with AI supporting how MSPs market, sell, and serve customers rather than replacing the human side of the business.

    19 min
  2. Episode 31 - Rebecca Jones

    16/10/2025

    Episode 31 - Rebecca Jones

    Self-Serve 2.0 is Here and It’s Not What You ThinkAI is transforming the partner experience but not in the robotic, rinse-and-repeat way people expected. In this episode, Steven Kellam sits down with Rebecca Jones, Chief Growth Officer and COO at Bridge Partners, to unpack how self-serve has leveled up. Call it Self-Serve 2.0. It is faster, smarter, and finally useful. They explore how AI can personalize partner engagement at scale, strip out the chaos of bloated portals, and surface the real Voice of Partner using actual data instead of guesswork. Bottom line: vendors who blend AI with real human expertise are winning on relationships, not just results. If you care about keeping partners engaged and productive, this conversation is your playbook.

    29 min
  3. Episode 30 - Larry Walsh

    11/06/2025

    Episode 30 - Larry Walsh

    Larry Walsh in a "Just Ask" AI World In this episode of ChannelWaves, host Steven Kellam welcomes channel veteran Larry Walsh for an honest, forward-looking discussion on where the channel is heading and how leaders can keep up. They explore the tension between operational excellence and innovation, why many organizations struggle to scale partner programs, and how AI is reshaping the way vendors engage with their ecosystems.

    38 min
  4. Episode 29 - Kathryn Rose

    16/04/2025

    Episode 29 - Kathryn Rose

    In this episode of ChannelWaves, host Steven Kellam sits down with Kathryn Rose—founder of ChannelWise, co-founder of the Channel Marketing Association, international speaker, and bestselling author. The conversation dives into the current state of channel marketing, the role of associations in supporting marketing professionals, and what’s coming up at the Channel Marketing Association Summit. The two also unpack one of the biggest forces reshaping channel strategy today: artificial intelligence. From humorous anecdotes about their personal AI assistants to practical applications of AI for partner engagement and content creation, Kathryn and Steven offer a grounded yet forward-looking perspective on what AI means for today’s channel leaders. Tune in for insights, inspiration, and a bit of levity around navigating change in the channel ecosystem.

    24 min
  5. Episode 28 - Reagan Wilson and Matt Crane

    09/04/2025

    Episode 28 - Reagan Wilson and Matt Crane

    What happens when AI hype meets the hard realities of channel marketing? In this episode of ChannelWaves, host Steven Kellam sits down with Raegan Wilson of Spur Reply and Matt Crane of Salesforce to unpack the biggest AI takeaways from the past 18 months. But this isn’t just about theory—they dive into what’s actually working in the field, where AI is falling short, and how forward-thinking leaders are turning lessons into leverage. If you're navigating the evolving intersection of AI and partner strategy, this episode is your playbook.

    38 min
  6. Episode 27 - Leslie Vitrano Hubright

    06/11/2024

    Episode 27 - Leslie Vitrano Hubright

    In this episode of ChannelWaves, host Steven Kellam and guest Leslie Vitrano Hubright of Schneider Electric explore the shifting landscape of buyer demographics and what it means for channel strategies. Leslie discusses how the evolving expectations of younger, digital-native buyers are driving changes in partner engagement, content delivery, and channel innovation. They highlight the importance of adapting to these demographic shifts by leveraging digital tools, fostering agile ecosystems, and aligning partner strategies with new buyer behaviors. Tune in to gain insights on navigating these demographic changes and preparing your channel approach for the next generation of buyers.

    46 min
  7. Episode 26 - Larry Walsh

    23/10/2024

    Episode 26 - Larry Walsh

    In this episode of ChannelWaves, host Steven Kellam interviews Larry Walsh, CEO of Channelnomics, for a deep dive into the evolving role of AI in channel marketing, the challenges of data attribution, and key industry trends. Walsh shares how AI, while often overhyped, holds potential to transform marketing automation, referencing StructuredWeb’s innovative solutions. He also discusses the difficulties in managing channel data and the importance of trust between vendors and partners. The episode wraps up with insights on future tech spending and a light-hearted word association game, providing listeners with valuable and actionable industry takeaways.

    17 min
  8. Episode 25 - Leslie Chiorazzi

    17/09/2024

    Episode 25 - Leslie Chiorazzi

    In this episode of ChannelWaves, host Steven Kellam sits down with Leslie Chiorazzi, managing partner of CMIT Solutions in Manhattan, to dive into the crucial role trust plays in vendor-partner relationships. Together, they unpack how to build and maintain trust, what happens when it breaks, and strategies for rebuilding it. Leslie shares her extensive experience in managed services, offering valuable insights on the importance of clear communication, setting realistic expectations, and understanding client needs. The conversation also touches on the evolving landscape of managed services, the growing role of women in the industry, and why vendors must go beyond sales pitches to deliver real value.Whether you’re looking to strengthen partnerships, drive results, or stay ahead in the channel, this episode is packed with actionable insights and expert advice. Don’t miss out on this engaging and informative discussion—tune in to ChannelWaves today!

    49 min
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About

A podcast for Channel Marketers, Channel Waves is a place where channel leaders share success strategies, best practices and emerging trends, brought to you by Structured.

Information

  • Creator
    Steven Kellam
  • Years Active
    2022 - 2026
  • Episodes
    32
  • Rating
    Clean
  • Copyright
    © 2026 Steven Kellam
  • Show Website
    ChannelWaves by Structured