The Channel Buzz

Amiee Keenan
  • 5.0 (3)
  • Business

The Channel Buzz is a podcast exploring the people, partnerships, and ideas shaping modern software ecosystems. Hosted by Amiee Keenan, each episode connects the dots across partnerships, ecosystem visibility, marketing, AI, ERP, CRM, SaaS, and community-driven growth. From ecosystem leaders and software founders to partner teams, marketers, and industry experts, these conversations focus on how companies build recognition, create momentum, and grow through collaboration inside connected ecosystems. Because the future of software growth isn’t happening in silos.

  1. 2d ago

    Your Audience Isn't Your Entire Audience

    How big is your audience? It's one of the first questions marketers ask before deciding whether an opportunity is worth pursuing. But it may be the wrong place to stop. In this episode of The Channel Buzz, Amiee Keenan explores why your company's email list, followers, and website visitors represent only part of your potential reach. When ISVs collaborate with partners, communities, other ISVs, podcasts, events, and industry organizations, their audiences begin to overlap — and expand. That creates something Amiee calls shared visibility. And that visibility matters because most buyers don't discover a company and immediately request a demo. They see it. Then recognize it. Then remember it. Eventually, when the right problem appears, they investigate. Amiee breaks down why marketers should think beyond registrations and last-touch attribution and start asking a different question: Whose audience could this opportunity put us in front of? If you're an ISV trying to increase awareness without building every audience from scratch, this episode will change how you evaluate partnerships, webinars, podcasts, events, and collaborative marketing. 🐝 Buzzworthy Insight: Borrowed Audiences Build Shared Visibility. 🔗 Connect with Amiee on ⁠LinkedIn⁠  🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth. Learn more about ⁠The ISV Society⁠

  2. Aug 11

    Stop Recruiting Partners. Start Activating Them.

    You signed the partner. 🎉 Great! Now what? 👀 In this episode of The Channel Buzz, Amiee Keenan sits down with Ienura Whitener, Chief Delivery Officer at Crimson Stark, to talk about the part of partnerships that doesn't get nearly enough attention: what happens AFTER the agreement is signed. Because having 50, 100, or even 200 partners might look impressive…but how many are actually active? Amiee and Ienura get into why partner programs lose momentum, why alignment across sales, marketing, leadership, and partnerships matters, and why sometimes the answer isn't recruiting more partners—it's doing more with the partners you already have. They also tackle the classic: “We built the integration…now go build us an ecosystem!” 😬 Plus, Ienura shares why the best partnerships aren't win-win. They're win-win-win. If you work with partners, manage a channel, or are trying to break into a new ERP ecosystem, grab your headphones. Chapters 00:00 Introduction to the importance of partner ecosystems 02:02 What makes a successful partner ecosystem 04:22 The role of alignment across teams 05:15 What does an intentional partnership look like 06:28 Why many partnerships fail after recruitment 11:18 Common mistakes when entering new ecosystems 14:33 When to seek help from experts like Crimson Stark 16:55 Final thoughts on collaboration and continuous learning Learn more about Crimson Stark 🔗 Connect with Amiee on ⁠LinkedIn⁠  🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth. Learn more about ⁠The ISV Society⁠

  3. Aug 4

    Everyone Wants the GSI. Are you actually ready?

    Every software company dreams of landing a Global System Integrator (GSI), but very few are truly prepared for what comes next. In this episode of The Channel Buzz, Amiee Keenan sits down with partnerships leader Rainie, who has experienced both sides of the equation—nearly eight years inside Accenture before leading GSI partnerships for a software company. Together they unpack what it really takes to build a successful GSI relationship, why signing the agreement is only the beginning, how to know if your company is actually ready, and why AI is changing the way GSIs evaluate technology partners. Chapters 00:00 Introduction to GSI Partnerships and Episode Overview 02:27 Rainie's Background and Unique Perspective on GSI Partnerships 04:06 Understanding the Organizational Maturity for GSI Readiness 07:02 Key Internal Factors for GSI Partnership Success 09:00 The Reality of Activating GSI Partnerships 10:31 Common Misconceptions About GSI Opportunities 13:58 Impact of AI on GSI Models and Future Trends 17:29 Advice for Companies Seeking Their First GSI Partnership 19:29 Closing Remarks and Next Steps for Partnership Building If you're building a partner program or thinking about enterprise alliances, this conversation will help you avoid costly mistakes before they happen. 🔗 Connect with Amiee on ⁠LinkedIn⁠  🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth. Learn more about ⁠The ISV Society⁠

  4. Jul 28

    Why Visibility Matters More Than Marketing Campaigns

    Marketing campaigns come and go. Visibility stays with you. Every ERP software company wants more leads, referrals, and partnerships, but many focus on launching campaigns instead of building long-term visibility. In this episode, Amiee explains why the companies that consistently show up are the ones that people remember, recommend, and trust. In this solo episode, Amiee shares one of the biggest lessons she's learned after years of hosting Demo Days, interviewing ERP leaders, and speaking with ISVs across the ecosystem. The companies everyone recognizes didn't become well-known overnight. They earned recognition through hundreds of small moments—podcasts, webinars, customer stories, LinkedIn conversations, events, and consistent education. Chapters: 00:00 – Why Visibility Matters More Than Marketing Campaigns 00:53 – Why Most Companies Wait Too Long to Build Visibility 02:35 – The Myth of Overnight Success 04:20 – Why Visibility Compounds Like a Garden 06:50 – Creating Buzz Without a Big Marketing Budget 09:20 – Your Visibility Challenge Takeaways: Visibility is a long-term game, not a quick fix.Consistent participation and helpful content build recognition.Creating buzz is about giving opportunities to discover you.Small efforts compound over time to build momentum.Engagement on social media and content sharing are key. If you're wondering why some companies seem to attract opportunities effortlessly, this episode explains why consistency creates momentum—and momentum creates opportunity. 🔗 Connect with Amiee on ⁠LinkedIn⁠  🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth. Learn more about ⁠The ISV Society⁠

  5. Jul 14

    The Partner Problem You Can’t Recruit Your Way Out Of

    Partner growth often starts with the same response: recruit more partners. But what happens after those partners sign? In this episode, Amiee Keenan talks with partner enablement leader Alissa Amundson about why recruitment alone rarely creates sustainable channel growth. They explore what meaningful enablement looks like beyond training, how to help partners recognize and position opportunities, and why services enablement may be one of the biggest missed revenue opportunities in the ecosystem. Alissa also shares practical ways to measure enablement, build partner confidence, improve implementation quality, and keep your solution top of mind—even when partners represent competing vendors. You will also hear why a jeweler protected his Rolodex more carefully than his inventory, how a branded mug can become an enablement tool, and why partners should never be surprised during a QBR. Chapters: 00:00 Introduction to Partner Enablement and Its Impact 01:01 Alyssa's Background and Passion for Education 03:39 Common Misconceptions About Enablement 05:23 The Role of Structured Enablement Programs 07:14 Top of Mind Messaging and Visual Cues 09:30 The Value of Swag and Visual Reminders 11:13 Partner Relationship as a Critical Asset 14:17 Metrics to Prove Enablement Impact 18:24 Tracking and Communication in Enablement 22:06 The Biggest Revenue Opportunities Missed by Partners 26:40 The Entire Lifecycle of Partner Enablement 🔗 Connect with Amiee on ⁠LinkedIn⁠  🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth. Learn more about ⁠The ISV Society⁠

  6. Jul 7

    Stop Measuring Events Like It's 2015

    Why booth scans aren't the metric that matters anymore. One thing I've noticed is that most companies still judge event success by one number: Booth scans. But the best events create something much bigger than leads. They create conversations. Relationships. Visibility. Momentum. In this episode, event marketing strategist Megan Martin shares why it's time to rethink how we measure conferences, trade shows, and community events and what ERP ISVs should focus on instead. If you're sponsoring events this year, this conversation may change how you define success. Chapters: 00:00 Rethinking Event Success Metrics 04:46 Understanding Buyer Intent at Events 09:31 Post-Event Follow-Up Strategies 14:22 Creative Event Participation Ideas 19:28 Maximizing Event ROI Before, During, and After Check out Megan's podcast: Event About It 🔗 Connect with Amiee on ⁠LinkedIn⁠  🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth Download The CVCC Checklist today! Learn more about ⁠The ISV Society⁠

  7. Jun 30

    Education Before Revenue: Building Better Technology Partnerships

    Everyone wants partners who can generate revenue. But what if the real key to successful partnerships is slowing down first? In this episode of The Channel Buzz, Amiee Keenan sits down with Ronnie Kher, a partnership leader whose experience spans blockchain, AI, fintech, and insurance, to explore what it really takes to build partnerships in emerging technology markets. Rather than rushing to recruit partners and expecting immediate results, Ronnie shares why successful ecosystems are built through education, enablement, and alignment. Together they discuss: • Why partnership strategy should follow your sales strategy—not the other way around • The biggest mistake emerging technology companies make when onboarding partners • How education builds confidence, trust, and long-term success • Why proving success with a few strategic partners is more effective than recruiting dozens • How industry expertise and strong alliances accelerate adoption Whether you're leading partnerships, building an ecosystem, or launching new technology, this conversation offers practical lessons that apply far beyond AI and blockchain. 🔗 Connect with Amiee on ⁠LinkedIn⁠  🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth. Learn more about ⁠The ISV Society⁠ Download The CVCC Checklist.

  8. Jun 23

    Visibility Is the Growth Strategy Nobody's Talking About

    Most software companies don't have a product problem. They have a visibility problem. In this solo episode, Amiee Keenan shares a realization that has been shaping the future of The ISV Society and changing the way she thinks about growth in the technology ecosystem. After years of conversations with ISVs, ERP partners, SaaS leaders, and ecosystem builders, one theme kept showing up: "We're great at what we do. We just wish more people knew about it." Amiee explores why visibility has become one of the most important growth drivers for modern software companies and introduces The CVCC Framework—Clarity, Visibility, Community, and Collaboration. She also shares the thinking behind a new participation-focused vision for The ISV Society, why every conversation opens a new door, and how companies can create more opportunities simply by showing up consistently. If you're looking to build awareness, strengthen partnerships, and create momentum in the ecosystem, this episode is for you. 🚪 Open More Doors with the CVCC Growth Checklist Every conversation, event, introduction, and collaboration has the potential to open a new door. The CVCC Growth Checklist is designed to help you identify where your company is creating visibility, building relationships, and generating momentum across the ecosystem. Whether you're focused on awareness, partnerships, or growth, this practical guide will help you determine what's working—and where new opportunities may be waiting. Get the checklist. 🔗 Connect with Amiee on ⁠LinkedIn⁠  🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth. Learn more about ⁠The ISV Society⁠

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5
out of 5
3 Ratings

About

The Channel Buzz is a podcast exploring the people, partnerships, and ideas shaping modern software ecosystems. Hosted by Amiee Keenan, each episode connects the dots across partnerships, ecosystem visibility, marketing, AI, ERP, CRM, SaaS, and community-driven growth. From ecosystem leaders and software founders to partner teams, marketers, and industry experts, these conversations focus on how companies build recognition, create momentum, and grow through collaboration inside connected ecosystems. Because the future of software growth isn’t happening in silos.

Information

  • Creator
    Amiee Keenan
  • Years Active
    2021 - 2026
  • Episodes
    155
  • Rating
    Clean
  • Copyright
    © Amiee Keenan
  • Show Website
    The Channel Buzz