GUIDES, FRAMEWORKS & INSIGHTS

Intelligence

The tech channel still runs on relationships. Parts of the buyer journey no longer does.

WHY THIS EXISTS

Reference material you can use in a live decision.

Every piece here is built to be useful at the moment you are deciding how to spend marketing development funds, whether to fund a partner, or why your content is invisible in AI search.

GUIDES

Comprehensive, evergreen

Example guides include:


  • How MDF should compound, not just get spent
  • Why generic vendor content fails in AI search
  • What channel enablement has to include to change behaviour
FRAMEWORKS

The models, made usable

  • The LAMP Method: Localise, Align, Mobilise, Prove
  • The ANZ Channel Market-Entry Scorecard
  • The activity versus capability test for any spend
INDUSTRY UPDATES

Considered briefings

  • Shifts in how B2B buyers research and shortlist
  • How AI answer engines are reshaping discovery
  • What the change means for vendors and partners
WHY THIS MATTERS NOW

The channel playbook was built for 2005. Buyers have moved.

67%

of B2B buyers prefer a rep-free buying experience

45%

used generative AI to research vendors and products

7

information sources used, on average, per purchase

69%

still validate what AI told them with a sales rep

Source: Gartner B2B buying survey, 646 buyers, August to September 2025.

OUTCOMES & INVESTMENT

What success looks like

Everything here follows one idea: channel investment should build assets that keep producing after the spend stops. That is the test we apply to our own work, and the lens these guides are written through. It is also the fastest way to tell useful channel advice from expensive activity.

SALES

Pipeline

A steady flow of qualified midmarket

conversations, attributable to marketing

OMNI-CHANNEL

Mindshare

Visible expert presence where

buyers research — search,

LinkedIn, AI answers

FINANCE

Funding

Vendor MDF claimed and offsetting

a share of marketing cost

BOARD

Margin

Growth won on expertise and trust — not discounting

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EXECUTIVE BRIEFINGS

Stay close to the thinking.

One executive briefing a month on channel growth, MDF and AI discoverability. No autoresponder sequence, no noise. Considered analysis you can forward to your team.

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THE LIBRARY

Organised by the decision you are making, not the date it was written.

A curated index, not a feed. Guides are updated in place as the market moves. Items marked in preparation are being written and will appear here as they publish.

Marketing Development Funds (MDF): how to make channel investment compound

Making channel investment build capability, not just activity.

Read the guide

Through-channel marketing automation versus partner-led demand

How partners move from redistributing vendor content to building authority buyers recognise.

Read the guide

Channel partner marketing: turning vendor content into partner authority

How partners move from redistributing vendor content to building authority buyers recognise.

Read the guide

The modern buying journey and AI discoverability

Being found and chosen while the buyer is still researching alone.

Read the guide

The B2B buying journey has changed: what it means for the channel

Why most of the decision now happens before a conversation, and what that requires of vendors and partners.

Read the guide

Answer Engine Optimisation (AEO) and GEO for channel partners

How partners get found and cited by AI answer engines, and why generic vendor content does not.

Read the guide