Changing Channels

Hosted by Larry Walsh

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100

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Aug 2026

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About the show

Changing Channels uncovers what it takes to get the next generation of technology to market. Join Larry Walsh, chief analyst and CEO of Channelnomics, for candid conversations with thought leaders, channel chiefs, and partner executives sharing actionable insights, best practices, and lessons learned in a channel that’s constantly changing. Each episode provides expert go-to-market guidance for enhanced performance in the channel.

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60 recent

August 18, 2026Episode 10241 min

GTDC’s Frank Vitagliano on the Evolving Role of Distribution

Technology distribution is evolving from transactional product fulfillment into a broader role centered on lifecycle support, multivendor integration, services, and ecosystem orchestration. In this episode of Changing Channels, Larry Walsh speaks with Frank Vitagliano, CEO of the Global Technology Distribution Council, about the Channelnomics-GTDC report The Evolving Role of Distribution and what it reveals about distribution’s growing importance to vendor go-to-market strategies. They discuss why vendors can significantly improve their probability of success by working through distribution, how distributors create value through scale and cost avoidance, and why AI, cybersecurity, cloud services, professional services, and increasingly complex customer requirements are making distributors more essential to vendors and solution providers alike. Topics include: The current state of global technology distribution Why distribution is shifting from transactions to lifecycle support How distributors improve vendors' probability of go-to-market success Why vendors continue to question distribution ROI The difference between distribution cost and distribution value How distributors create cost avoidance for vendors Distribution's role in multivendor integration and ecosystem orchestration Why AI deployment, governance, security, and data readiness create new opportunities How distribution supports MSPs and solution providers with capabilities they cannot economically build themselves The growing importance of software, services, and professional services Why distributors are becoming more integrated with vendors and solution providers What technology distribution could look like five years from now Follow us, Like us, and Subscribe! Channelnomics: https://channelnomics.com/ LinkedIn: https://bit.ly/2NC6Vli X (formerly Twitter): https://x.com/channelnomics About Larry Walsh: Bio: https://www.channelnomics.com/about LinkedIn: https://www.linkedin.com/in/lmwalsh2112/ About Frank Vitagliano: LinkedIn: https://www.linkedin.com/in/frank-vitagliano-31170856/ Global Technology Distribution Council: https://www.gtdc.org/ The Evolving Role of Distribution: The global report and regional editions covering North America, EMEA, and Asia-Pacific are available through GTDC. Download Here: https://gtdc.org/resource/the-evolving-role-of-distribution/

July 7, 2026Episode 10039 min

RapidScale’s Duane Barnes on How AI Is Transforming Managed Services

Artificial intelligence is compelling managed service providers to rethink where value is created, shifting the opportunity from resale and token margins to advisory services, implementation, optimization, lifecycle management, and measurable business outcomes. As customers look for partners that can turn AI ambition into practical systems, the MSP market is likely to split between providers with deep expertise and those left supporting yesterday’s model. Duane Barnes, president of RapidScale, joins Channelnomics’ Larry Walsh on Changing Channels to discuss how AI is reshaping managed services. Follow us, Like us, and Subscribe! Channelnomics: https://channelnomics.com/ LinkedIn: https://bit.ly/2NC6Vli X (formerly Twitter): https://x.com/channelnomics About Larry Walsh: Bio: https://www.channelnomics.com/about LinkedIn: https://www.linkedin.com/in/lmwalsh2112/ About Duane Barnes: LinkedIn: https://www.linkedin.com/in/duanebarnes/ About RapidScale: https://rapidscale.com/ © 2112 Enterprises LLC

June 24, 2026Episode 9930 min

New Relic's Shannon Batson on Winning in the AWS Marketplace

Hyperscaler marketplaces are rapidly becoming a preferred way for enterprises to buy technology, creating new opportunities for vendors and partners alike. But success requires far more than simply listing products online. New Relic recently surpassed $1 billion in sales through AWS Marketplace, demonstrating what's possible with the right strategy. On this episode of Changing Channels, Larry Walsh speaks with Shannon Batson, Global Director of Cloud Sales at New Relic, about building a successful hyperscaler marketplace business and the lessons learned along the way. Follow us, Like us, and Subscribe! • Channelnomics: https://channelnomics.com/ • LinkedIn: https://bit.ly/2NC6Vli • X (formerly Twitter): https://x.com/channelnomics About Larry Walsh: • Bio: https://www.channelnomics.com/about • LinkedIn: https://www.linkedin.com/in/lmwalsh2112/ About Shannon Baston: LinkedIn: https://www.linkedin.com/in/shannonbbatson/ About New Relic: https://newrelic.com/ © 2112 Enterprises LLC

June 2, 2026Episode 9829 min

How Lenovo is Evolving Its Channel for Outcome-Based Selling

Technology buyers are demanding business outcomes, AI readiness, and measurable value — not just products. To meet those expectations, Lenovo is evolving its channel strategy through Lenovo 360, emphasizing services, lifecycle value, technical enablement, and outcome-based selling. In this episode of Changing Channels, Wade McFarland, Vice President of North America Channel at Lenovo, joins Larry Walsh to discuss how Lenovo is helping partners grow profitability, attach more services, accelerate AI adoption, simplify engagement, and deliver stronger customer outcomes. Topics include: • Outcome-based selling and customer success • Lenovo 360 partner program updates • AI-driven opportunities for channel partners • Services-led growth and recurring revenue • Partner profitability and lifecycle services • Technical enablement and skills development • Financing, consumption models, and customer value • Simplifying channel engagement Follow us, Like us, and Subscribe! Channelnomics: https://channelnomics.com/ LinkedIn: https://bit.ly/2NC6Vli X (formerly Twitter): https://x.com/channelnomics About Larry Walsh: Bio: https://www.channelnomics.com/about LinkedIn: https://www.linkedin.com/in/lmwalsh2112/ About Wade McFarland: LinkedIn: https://www.linkedin.com/in/wade-mcfarland-9017037/ About Lenovo 360: https://www.lenovopartnerhub.com/ © 2112 Enterprises LLC #Lenovo #Lenovo360 #ChannelPartners #ITChannel #ChannelSales #PartnerPrograms #OutcomeBasedSelling #AI #ManagedServices #CustomerSuccess #ChannelStrategy #TechnologyPartners

May 12, 2026Episode 9732 min

ConnectWise’s Manny Rivelo on Automation, AI, and the Future of MSP Platforms

The managed services market is entering a new phase as MSPs confront rising operational complexity, mounting tool sprawl, margin pressure, and increasing customer demands for automation and efficiency. Platform consolidation, workflow orchestration, and AI-driven operations are reshaping how MSPs scale and compete, while vendors race to position themselves as the operational backbone of modern service providers. ConnectWise CEO Manny Rivelo joins Channelnomics’ Larry Walsh on Changing Channels to discuss the company’s ASIO platform strategy, the evolution of the MSP business model, the role of ecosystem integration, and how automation and data-driven operations are redefining the future of managed services. Follow us, Like us, and Subscribe! Channelnomics: https://channelnomics.com/ LinkedIn: https://bit.ly/2NC6Vli X (formerly Twitter): / channelnomics About Larry Walsh: LinkedIn: https://www.linkedin.com/in/lmwalsh2112/ About Manny Rivelo LinkedIn: https://www.linkedin.com/in/mannyrivelo/ About ConnectWise LinkedIn: www.connectwise.com Changing Channels is a production of Channelnomics, a brand of 2112 Enterprises LLC Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel. © 2112 Enterprises LLC

April 14, 2026Episode 9630 min

Inside Slide's Reinvention of Backup for MSPs

The backup and disaster recovery market has long been viewed as mature and saturated, yet shifting economics, evolving cyber threats, and partner fatigue are creating an opening for disruption. New infrastructure capabilities, changing MSP expectations, and rising concerns around vendor “extraction” models are redefining what partners demand from their technology providers – including BCDR. Slide, the new MSP-centric backup vendor, aims to shake up the staid segment with new products, innovations, and commitment to partner collaboration. Co-founders Austin McChord and Michael Fass join Channelnomics’ Larry Walsh on Changing Channels to discuss the ascent of Slide. Follow us, Like us, and Subscribe! • Channelnomics: https://channelnomics.com/ • LinkedIn: https://bit.ly/2NC6Vli • X (formerly Twitter): / channelnomics About Larry Walsh: • LinkedIn: / lmwalsh2112 • X (formerly Twitter): / lmwalsh_cn About Austin McChord • LinkedIn: https://www.linkedin.com/in/mcchord/ About Michael Fass • LinkedIn: https://www.linkedin.com/in/michael-fass-6a224111/ About Slide • LinkedIn: www.slide.tech Changing Channels is a production of Channelnomics, a brand of 2112 Enterprises LLC Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel. © 2112 Enterprises LLC

March 10, 2026Episode 9531 min

Acumatica’s Sanket Akerkar on How AI is Revitalizing the ERP Channel

Enterprise resource planning systems have long been the operational backbone of businesses, but advances in cloud computing and artificial intelligence are transforming how they are used. AI is turning ERP from a static system of record into a system of intelligence by applying automation, analytics, and decision support to the core data that runs a company—finance, supply chains, procurement, and operations. These changes are also creating new opportunities for partners that implement and support ERP platforms, as success increasingly depends on industry expertise and the ability to translate technology into business outcomes. Sanket Akerkar, president and COO of Acumatica, joins Larry Walsh on Changing Channels to talk about how ERP is cool again. Follow us, Like us, and Subscribe! Channelnomics: https://channelnomics.com/ LinkedIn: https://bit.ly/2NC6Vli X (formerly Twitter): / channelnomics About Larry Walsh: LinkedIn: / lmwalsh2112 X (formerly Twitter): / lmwalsh_cn About Sanket Akerkar LinkedIn: https://www.linkedin.com/in/vince-bradley-2b0288/ Acumatica Bio: https://www.acumatica.com/leadership-team/ Changing Channels is a production of Channelnomics, a brand of 2112 Enterprises LLC Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel. © 2112 Enterprises LLC

February 24, 2026Episode 9433 min

Proofpoint Evolving Partnerships for a Secure AI World

As enterprises move from AI experimentation to production deployment, security risks tied to data exposure, identity compromise and agent misuse are expanding rapidly, forcing organizations to rethink how they protect people, data and collaboration environments. Proofpoint is positioning itself at the intersection of AI, human-centric security and data protection, evolving from a point-product focus into a broader platform strategy designed to consolidate tools and reduce operational complexity for customers and partners. With the majority of its business now transacted through partners – a dramatic shift from a decade ago – the company is aligning its channel model to drive partner-sourced growth, incentivize platform adoption, strengthen deal protections and introduce performance-based back-end rebates that reward both net-new acquisition and long-term customer expansion. Stan de Bossiet, senior vice president of global channels, joins Larry Walsh on Changing Channels to discuss Proofpoint's new channel program, its objectives, and the implications for partners and customers alike. Follow us, Like us, and Subscribe! • Channelnomics: https://channelnomics.com/ • LinkedIn: https://bit.ly/2NC6Vli • X (formerly Twitter): / channelnomics About Larry Walsh: • LinkedIn: / lmwalsh2112 • X (formerly Twitter): / lmwalsh_cn About Stan de Boisset • LinkedIn: https://www.linkedin.com/in/vince-bradley-2b0288/ Changing Channels is a production of Channelnomics, a brand of 2112 Enterprises LLC Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel. © 2112 Enterprises LLC

February 10, 2026Episode 9330 min

How Energy Management is the Next Greenfield Opportunity

As AI workloads expand, data centers multiply, and everything stays perpetually plugged in, electricity has become a limiting factor for digital growth rather than a passive utility. Aging power grids, rising costs, and infrastructure constraints are colliding with unprecedented demand, pushing energy management into the core of IT strategy. For the channel, this convergence of power, IoT, and infrastructure represents a new growth frontier — one where managing, optimizing, and securing energy is as critical as managing networks or cloud workloads. Vince Bradley, the CEO and founder of Abundant IoT, joins Larry Walsh on Changing Channels to discuss the growing opportunity of energy management in the IT channel. Follow us, Like us, and Subscribe! • Channelnomics: https://channelnomics.com/ • LinkedIn: https://bit.ly/2NC6Vli • X (formerly Twitter): / channelnomics About Larry Walsh: • LinkedIn: / lmwalsh2112 • X (formerly Twitter): / lmwalsh_cn • Bio: https://channelnomics.com/team/larry-... About Vince Bradley • LinkedIn: https://www.linkedin.com/in/vince-bradley-2b0288/ About Abundant IOT: https://abundantiot.com/ Changing Channels is a production of Channelnomics, a brand of 2112 Enterprises LLC Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel. © 2112 Enterprises LLC

January 13, 2026Episode 9234 min

Connecting the Dots on Channel Attribution

The channel is widely regarded as the most effective way for technology vendors to cover the total addressable market, enabling broader customer reach, deeper penetration into specialized segments, and more profitable growth. Yet persistent doubt remains—from boardrooms to field sales—about the true contribution of partners. That skepticism is rarely philosophical; it is rooted in attribution. When vendors lack clear, agreed-upon methods for measuring impact, linking partner activity to outcomes, and crediting success, the value of the channel becomes difficult to defend. In this episode of Changing Channels, Larry Walsh is joined by Joe Sykora, CEO of Coro Cybersecurity, and Frank Rauch to examine why attribution remains one of the channel’s most enduring—and consequential—challenges. Follow us, Like us, and Subscribe! • Channelnomics: https://channelnomics.com/ • LinkedIn: https://bit.ly/2NC6Vli • X (formerly Twitter): / channelnomics About Larry Walsh: • LinkedIn: / lmwalsh2112 • X (formerly Twitter): / lmwalsh_cn • Bio: https://channelnomics.com/team/larry-... About Frank Rauch • LinkedIn: https://www.linkedin.com/in/frankrauch/ About Joe Sykora • LinkedIn: https://www.linkedin.com/in/joesykora/ Changing Channels is a production of Channelnomics, a brand of 2112 Enterprises LLC Follow @Channelnomics to stay current on the latest #research, #bestpractices, and #resources. At @Channelnomics — the voice of thought leadership — we define #channel trends, chart new #GTM strategies, and #partner with industry leaders to champion #diversity in the channel. © 2112 Enterprises LLC