How 20 channel chiefs describe their channel philosophy

As part of the CRN 2026 Channel Chiefs project, channel executives were asked to describe their personal channel philosophy, revealing a shift from seeing the channel as a sales extension to viewing it as a strategic ecosystem that delivers full life‑cycle services, expertise and differentiated customer outcomes.

Common themes include a partner‑first, customer‑centric mindset, listening and authenticity, and a focus on enablement over transactions. Executives emphasized trust, transparency and long‑term commitment, as well as creating programs that make partner success predictable and accessible.

Strategies described range from competency‑first models and upskilling to cross‑ecosystem collaboration, giving partners ownership of solutions, and removing friction through simple offers and turnkey onboarding. Many leaders highlighted the importance of aligning incentives to partner profitability and product‑market fit.

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