Mastering channel growth

A Journey of Growth and Success in the Channel Industry

Kinda has experienced many pivotal moments in her career that have shaped her success and growth in the dynamic channel industry. One of the most impactful aspects of her journey has been her engagement with the executive management of partners. Whether at Partner Summits, global events, or Advisory Board meetings, these interactions allowed Kinda to create synergies within the ecosystem, gain valuable insights from the field, and participate in vision and strategy discussions. However, the true value of these engagements went beyond business – they fostered personal connections, which are essential for building trust and driving long-term success in the channel space.

Overcoming Obstacles in the Dynamic Ecosystem

Navigating challenges and obstacles has been part of the routine for Kinda in this fast-paced industry. She embraced these hurdles as opportunities to grow, always keeping in mind the saying, “Stop focusing on the destination and start enjoying the journey.” Among the toughest challenges were moments when she had to mediate between the internal Sales team and Channel partners, especially under the pressure of quarter-end closures. In such situations, staying impartial, calm, and making rational decisions became key. Understanding that it’s not always possible to satisfy everyone, Kinda’s balanced approach helped her navigate these challenges and maintain harmony across teams and partners.

Adapting to an Evolving Channel Landscape

As the channel landscape evolves, Kinda has continuously adapted by fostering innovation and collaboration within her team. She often tells her team, “If sales is a race, then channel is a marathon.” She likens the role of a Channel Manager to that of a maestro conducting a symphony, orchestrating and connecting various elements within the ecosystem to create synergies. Opening new routes to market, supporting sales, and generating new revenue streams are integral parts of her role. However, just like crafting a symphony, building a strong ecosystem requires patience, consistency, and a long-term perspective. By strategically aligning the right players within the ecosystem, Kinda ensures they complement each other to create maximum impact.

Challenges and Opportunities for Future Channel Leaders

Looking ahead, Kinda identifies a major challenge for channel leaders: correcting the perception of the channel’s role within a company. Surprisingly, some senior Sales executives still underestimate the power of the channel, while others in channel roles limit their scope to relationship management or chasing orders at the quarter-end. The role of the channel has evolved significantly over the years, especially within companies that have developed mature channel programs.

Kinda firmly believes that senior channel leaders must mentor the next generation by leading by example. Coaching emerging leaders on how to create synergies within the ecosystem and demonstrating how commitment and consistency can nurture a self-sustaining network is crucial to overcoming these misperceptions.

Expanding Positive Impact on the Industry

Kinda is committed to giving back to the industry that has shaped her career by mentoring and coaching the next generation of channel leaders. She actively participates in channel-related events, sharing her knowledge and experiences to help nurture new talent. For her, this is a vital way to sustain and expand her positive impact on the industry. By contributing to the community, Kinda aims to influence the growth of future leaders, ensuring that the industry continues to thrive in the years ahead.

Advice for Emerging Channel Leaders

Drawing from her wealth of experience, Kinda offers one key piece of advice to emerging leaders in the channel sector: consistently ask yourself, “How is my organisation driving business success, and what direct impact is the ecosystem having on revenue?” She believes that maintaining this focus helps align efforts with overall business goals, ensuring that the ecosystem contributes to growth and profitability. This focus on delivering impact and fostering collaboration is, in her view, the foundation for long-term success in the channel industry.