The Channel Zone Podcast

The Channel Zone
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Your IT eco-system podcast. In this series we explore the relationships, the objectives, the responsibilities, the conflicts, the challenges, the opportunities and the future of the IT eco-system and the channel. Guests are all specialist experts in their respective roles. The show, now entering its fifth season, is hosted by IT industry veteran and independent commentator Mark Edwards.

  1. 35m ago

    The Channel Zone Podcast - #4-010 with Neill Burton of KnowBe4

    The workforce is no longer made up only of people—and that fundamentally changes the cybersecurity perimeter. Neill Burton, VP of Channels and Alliances, International Markets at KnowBe4, joins The Channel Zone Podcast to explore how AI agents are reshaping cyber risk, managed services and the way technology is bought and sold. Drawing on a career spanning more than 40 years, Neill reflects on his journey from operating mainframe computers to senior leadership roles across the technology channel. He explains how working for both vendors and partners transformed his understanding of customer relationships—and why trust, integrity and genuine intent matter more than polished sales technique. The conversation examines the continuing importance of human behaviour in cybersecurity, alongside the emerging risks created when organisations give AI agents access, credentials and authority. Neill also discusses KnowBe4’s evolution beyond security awareness training towards protecting a broader workforce of humans and AI. For MSPs and MSSPs, AI presents both an opportunity and a threat. It can automate operations and help providers serve a vast market of smaller organisations, but it also lowers the barrier to entry and makes differentiation increasingly difficult. Could AI eventually move beyond operational support and become the frontline salesperson too? This episode offers practical insight for channel leaders, partners and technology businesses considering how security, sales and customer relationships may change as digital workforces expand. Watch or listen to hear Neill’s candid perspective on the next iteration of the technology channel.

  2. 1d ago

    The Channel Zone Podcast - #4-009 with Tony Larks of M79

    Marketing has more data, technology and automation than ever before—but behind every signal, click and digital breadcrumb, there is still a human being. In this episode of The Channel Zone Podcast, Mark Edwards is joined by Tony Larks, founder of M7G Consulting and a technology marketing veteran with more than 35 years of experience. Tony reflects on his journey from reluctant salesperson to sales-focused marketer, explaining how B2B marketing has evolved from mailshots and fax machines into a world of real-time intent data, marketing automation and artificial intelligence. He explores the challenge of distinguishing customers who are ready to buy today from the much larger audience who may buy in the future. They also discuss one of technology marketing’s most persistent problems: businesses that communicate from the inside out, concentrating on their products rather than the issues their customers need to solve. Tony explains why effective positioning starts with the buyer, why different audiences require different messages and why every part of an organisation must ultimately tell a consistent story. The conversation then turns to AI—what Tony describes as the most significant technological change of his career. He shares practical examples of using AI to monitor markets, research accounts, analyse sentiment and uncover intelligence that would previously have required entire teams of researchers. Finally, Tony discusses his voluntary work as a community first responder, where presence, communication and empathy can be every bit as important as clinical knowledge. A wide-ranging conversation about marketing, AI, human connection and creating work that genuinely matters.

  3. Sep 16

    The Channel Zone Podcast - #4-008 with Guy March of Tenable

    In this episode of The Channel Zone Podcast, Mark Edwards is joined by Guy March, Vice President of EMEA Channels at Tenable, for a wide-ranging conversation about relationships, cybersecurity and the changing role of the channel. Guy explains why the strongest professional relationships are often forged during difficult moments—not simply while celebrating successful deals—and why responsiveness, credibility and doing what you promise remain fundamental to building trust. The conversation explores how the channel is moving beyond traditional product resale towards services, platforms and long-term customer success. As Guy neatly puts it: customers don’t necessarily want more products—they want fewer problems. Mark and Guy also discuss the rapid adoption of AI, the new security exposures it creates and the growing importance of automation and agentic workflows. Guy shares his perspective on how cybersecurity partners can remain relevant by embracing platforms, developing new AI capabilities and helping customers turn increasingly complex technology into practical business outcomes. They also examine the rise of cloud marketplaces, including AWS Marketplace, and why a simpler procurement process does not remove the need for partners to provide expertise, deployment services and ongoing customer value. Along the way, Guy looks back on joining Tenable just as the UK entered lockdown, his first job picking fruit, the records he bought with his wages and one of his favourite events in the technology-channel calendar.

  4. Sep 9

    The Channel Zone Podcast - #4-007 with Russell Brown of SCC

    How do you transform a 50-year-old technology company without losing the qualities that made it successful? In this episode of The Channel Zone Podcast, Mark Edwards speaks with Russell Brown, CEO of SCC UK, about simplifying a complex organisation, accelerating its move into high-value services and preparing customers for the next era of enterprise technology. Russell explains why simplification is not about reducing SCC’s capabilities, but making them easier for customers and colleagues to access—with clearer ownership, fewer handoffs and decisions made closer to the customer. The conversation also explores Project Sirius, SCC’s five-year AI growth programme involving an anticipated investment of £50 million to £100 million. Russell discusses why the AI conversation has moved beyond experimentation towards measurable value, safe deployment and successful adoption at scale. They also examine AI’s impact on cybersecurity, the importance of governance and why data sovereignty means far more than simply knowing where data is stored. Drawing on leadership experience in the UK, France and the United States—and across publicly listed, private equity-backed and family-owned businesses—Russell shares valuable lessons about culture, communication, accountability and long-term thinking. Finally, he reflects on the leadership experience that reminded him that a CEO’s job is not to have every great idea, but to create an environment in which other people feel confident enough to contribute theirs.

  5. Sep 2

    The Channel Zone Podcast - #4-006 with Jay Epton at Jamf

    In this episode of The Channel Zone Podcast, Mark Edwards speaks with Jay Epton, Senior Director for Global Resale and Distribution at Jamf. Drawing on more than 30 years in technology—including roles at Siebel, Microsoft, Oracle, Symantec and Adobe—Jay explains how Jamf is expanding its global partner ecosystem as Apple adoption continues to grow across the enterprise. He discusses what makes a genuinely strategic distribution partner, why local language, currency and market knowledge still matter, and how Jamf is helping resellers and MSPs capture the growing opportunity around Apple device management and security. Jay also shares his approach to making vendors easier to do business with, built around predictability, profitability and professionalism. He describes how Jamf’s Partner Experience platform is simplifying trials, deal registration, customer adoption monitoring, digital quoting and ordering—potentially reducing order-processing times from 48 hours to just four minutes. The conversation also explores the opportunities and risks created by AI, the emerging need for AI governance on employee devices, and why MDF should be connected to measurable outcomes and a strong customer journey. Alongside the business discussion, Jay tells a deeply personal story about growing up in the UK care system, the foster parents who transformed his life, and his decision to run his first London Marathon for the NSPCC. It is a conversation about channel growth and technological change—but also opportunity, resilience, gratitude and giving something back. Jay's Just Giving page can be found at: https://www.justgiving.com/page/jay-epton-nspcc?utm_medium=FR&utm_source=CL

  6. Aug 26

    The Channel Zone Podcast - #4-005 with Bill Hopkinson of Redsquid

    Bill Hopkinson returns to The Channel Zone Podcast for a conversation about the forces reshaping managed technology, sales and leadership. Now Director of Sales at Redsquid, Bill joins Mark Edwards to explore what AI actually means for businesses beyond the hype — from improving everyday productivity and customer QBRs to helping sales teams research, prepare, capture actions and maintain greater control of the sales cycle. They also discuss the challenge of creating a consistent, high-performing sales culture while bringing together businesses through acquisition. For Bill, consistency matters: consistent measurement, consistent messaging, empowering people to solve problems rather than simply identify them, and creating genuine employee buy-in. The conversation then turns to cybersecurity and the rapidly developing relationship between AI-powered attacks and AI-powered defence, before exploring Red Squid’s approach to sustainability, community involvement and employee ownership. Finally, Bill explains why recognition, incentive trips and a healthy dose of competitiveness still matter in sales — and why, when it comes to building great salespeople, skill can be taught, but will is much harder to manufacture.

  7. Aug 17

    The Channel Zone Podcast - #4-004 with John O'Driscoll of Hanley Energy

    AI might appear to live in the cloud, but behind every prompt, model and application is something much more physical: data centres, engineering, infrastructure — and a huge amount of power. In this episode of The Channel Zone Podcast, Mark Edwards sits down with John O’Driscoll, Group CEO of Hanley Energy, to explore the extraordinary infrastructure boom being driven by AI. John takes us inside the world of mission-critical power and explains why the new generation of AI data centres is fundamentally changing the demands placed on infrastructure. From traditional racks consuming 5–15kW to AI environments potentially requiring hundreds of kilowatts per rack, the scale of change is remarkable. But this is also a fascinating business growth story. Founded in Ireland in 2009 by two electricians, Hanley Energy has grown into a global operation with more than 1,000 employees, 13 offices and customers across more than 30 countries. John discusses the engineering culture behind that growth, the importance of speed and customer partnership, Ireland's remarkable pool of data-centre talent, and what the company's acquisition by Jabil now makes possible. They also look ahead to what's coming next: the continued AI infrastructure race, the retrofit opportunity within existing data centres, pressure on power grids, alternative energy sources and Hanley Energy's ambition to become a billion-dollar business. A fascinating conversation about AI, energy, engineering, entrepreneurship and the enormous infrastructure build happening behind the technology we increasingly take for granted.

  8. Aug 11

    The Channel Zone Podcast - #4-003 with Yogesh Patel of Maintel

    In this episode of The Channel Zone Podcast, Mark Edwards is joined by Yogesh Patel, Chief Growth Officer at Maintel, to discuss his journey from an early career in finance to more than two decades in telecoms, technology and sales leadership. Yogesh explains what being a Chief Growth Officer really means — and why sustainable growth has to be about much more than simply winning new business. From customer retention and evolving propositions to creating new routes to market, the conversation explores the challenges of keeping a technology business relevant in an increasingly competitive and commoditised market. Mark and Yogesh also dig into the changing world of B2B selling. They discuss the efficiency of Teams and Zoom, but also why face-to-face interaction remains incredibly powerful for building trust, developing relationships and uncovering the insights that rarely emerge during a scheduled 30-minute video call. The conversation moves into account development, where Yogesh explains why traditional account plans can easily become little more than an administrative exercise — and how Maintel has reframed them as Growth Acceleration Plans focused on customer objectives, actions and genuine growth. Yogesh also shares his view of the qualities that consistently distinguish high-performing salespeople: talk less, listen properly, remain curious, follow the sales process with discipline and develop the resilience to recover when a deal you thought was yours goes somewhere else. Finally, the pair discuss the work they have done together using whiteboards and visual storytelling at Maintel, and the impact it has had not only on customer conversations but on the confidence of the sales team itself. A wide-ranging conversation about sales, growth, leadership, customer relationships — and why sometimes the smartest thing a salesperson can do is simply stop talking and listen.

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About

Your IT eco-system podcast. In this series we explore the relationships, the objectives, the responsibilities, the conflicts, the challenges, the opportunities and the future of the IT eco-system and the channel. Guests are all specialist experts in their respective roles. The show, now entering its fifth season, is hosted by IT industry veteran and independent commentator Mark Edwards.

Information

  • Creator
    The Channel Zone
  • Years Active
    2024 - 2026
  • Episodes
    46
  • Rating
    Clean
  • Copyright
    © Copyright 2024 All rights reserved.
  • Show Website
    The Channel Zone Podcast