--- title: PartnerPath Channel Blog | Amanda Hawkins (9) description: (9) --- [![PartnerPath-logo-white.png](https://www.partner-path.com/hs-fs/hubfs/PartnerPath-logo-white.png?width=318&height=90&name=PartnerPath-logo-white.png "PartnerPath-logo-white.png")](https://www.partner-path.com/) [![Talk to Us](https://no-cache.hubspot.com/cta/default/361854/f5a1fedf-6e75-4dfe-8fe9-d16ec439ea67.png)](https://cta-redirect.hubspot.com/cta/redirect/361854/f5a1fedf-6e75-4dfe-8fe9-d16ec439ea67) # Blog ## Amanda Hawkins ### Recent Posts [### Latest post: ## The Partner Tech Playbook: What to Fix First Read Post ](https://www.partner-path.com/blog/the-partner-tech-playbook-what-to-fix-first) [### Featured post: ## What is Comp Neutrality and why does it matter? Read Post ](https://www.partner-path.com/blog/comp-neutrality-and-why-it-matters) [Channel Best Practices ](https://www.partner-path.com/blog/topic/channel-best-practices) [News & Programs ](https://www.partner-path.com/blog/topic/news-and-programs) [Videocasts ](https://www.partner-path.com/blog/topic/videocast) ## [Tech Channel Video Cast: Challenges of MDF & Awareness Marketing](https://www.partner-path.com/blog/tech-channel-video-cast-challenges-mdf-awareness-marketing) 06.20.16 ## Help partners fill the pipeline. This week, host [Diane Krakora](https://www.partner-path.com/about/team/diane/), CEO of PartnerPath and recurring guest [Peter Thomas](https://www.linkedin.com/in/peterathomas), CEO of [Averetek](http://averetek.com/), further discuss the importance of top of funnel (TOFU) marketing. Some vendors are hesitant to give partners MDF funds for this type of awareness building. Why is that? And how can these concerns be addressed? [Read More ](https://www.partner-path.com/blog/tech-channel-video-cast-challenges-mdf-awareness-marketing) 0 Comments [Click here to read/write comments](https://www.partner-path.com/blog/tech-channel-video-cast-challenges-mdf-awareness-marketing#comments-listing) Topics: [videocast](https://www.partner-path.com/blog/topic/videocast), [Channel Best Practices](https://www.partner-path.com/blog/topic/channel-best-practices) ## [6 Steps to Launch a Lasting Partnership](https://www.partner-path.com/blog/6-steps-to-launch-a-lasting-partnership) 06.08.16 By Diane Krakora, CEO As a company focused on perfecting partnering between organizations, we’ve been reflecting on our recent partnership with [Averetek](http://www.averetek.com). In a new partnership, sometimes everything falls into place quickly and other times you must be diligent with checklists, meetings and emails to get everything in order. In fact, we believe there are six key steps to launching a lasting partnership. We've made smooth, steady progress in our new venture with Averetek, and here's a self-check in the mirror to see how it's going. [Read More ](https://www.partner-path.com/blog/6-steps-to-launch-a-lasting-partnership) 0 Comments [Click here to read/write comments](https://www.partner-path.com/blog/6-steps-to-launch-a-lasting-partnership#comments-listing) Topics: [Channel Best Practices](https://www.partner-path.com/blog/topic/channel-best-practices) ## [Tech Channel Video Cast: Partner Marketing Needs TOFU](https://www.partner-path.com/blog/tech-channel-video-cast-partner-marketing-needs-tofu) 06.03.16 ## Teach partners the importance of marketing. This week, hosts [Charlene O'Hanlon](https://www.linkedin.com/in/charleneohanlon), channel industry editor & writer, and [Diane Krakora](https://www.partner-path.com/about/team/diane/), CEO of PartnerPath, were joined by [Peter Thomas](https://www.linkedin.com/in/peterathomas), CEO of Averetek. Building upon the discussion in a recent webinar on "[Marketing Musts](https://www.partner-path.com/watch-the-may-2016-webinar-marketing)," they talk about to, with and through partner marketing and the importance of helping partners understand all the stages of the customer lifecycle.  [Read More ](https://www.partner-path.com/blog/tech-channel-video-cast-partner-marketing-needs-tofu) 0 Comments [Click here to read/write comments](https://www.partner-path.com/blog/tech-channel-video-cast-partner-marketing-needs-tofu#comments-listing) Topics: [videocast](https://www.partner-path.com/blog/topic/videocast), [Channel Best Practices](https://www.partner-path.com/blog/topic/channel-best-practices) ## [Take it to the next level, Focus on Individualized Enablement](https://www.partner-path.com/blog/focus-on-individualized-enablement) 06.01.16 ## Partner initiatives are replacing big programs. ### 10 Trends for a 2020 Vision – Uncover #8 *If you haven't had a chance to read the full report yet, take a look at how individualized enablement will become a key priority for the future of the channel. The following is an excerpt from our **2016 State of Partnering report: 10 Trends for a 2020 Vision**, using survey responses from over 100 vendors, 200 solution providers and years of industry data. [Download the complete report here](https://www.partner-path.com/10-trends-for-2020-vision-state-of-partnering).* ### Not all partners need all the elements offered in partner programs We’ve said this a few times: not all partners are the same. And as the market continues to evolve toward cloud solutions, additional different partners will emerge. In just the last ten years we’ve seen the decline of VARs, Catalogs and DMRs and the emergence of MSPs, cloud brokers, telcos and even digital marketing agencies as channels to end-customers. Increasingly, a larger variety of partners will surface, driven by different customer requirements. [Read More ](https://www.partner-path.com/blog/focus-on-individualized-enablement) 1 Comment [Click here to read/write comments](https://www.partner-path.com/blog/focus-on-individualized-enablement#comments-listing) Topics: [Channel Best Practices](https://www.partner-path.com/blog/topic/channel-best-practices) ## [Tech Channel Video Cast: What SHOULD the PAM role be?](https://www.partner-path.com/blog/tech-channel-video-cast-what-should-be-the-role-of-a-pam) 05.27.16 ## Fully support this lifeline to your partners. This week, hosts [Charlene O'Hanlon](https://www.linkedin.com/in/charleneohanlon), channel industry editor & writer, and [Diane Krakora](https://www.partner-path.com/about/team/diane/), CEO of PartnerPath, continue the discussion of the role of the Partner Account Manager (PAM). How has this role evolved? How should it change and be given credit for the valuable role it is? Do you have the right people in these positions? [Read More ](https://www.partner-path.com/blog/tech-channel-video-cast-what-should-be-the-role-of-a-pam) 0 Comments [Click here to read/write comments](https://www.partner-path.com/blog/tech-channel-video-cast-what-should-be-the-role-of-a-pam#comments-listing) Topics: [videocast](https://www.partner-path.com/blog/topic/videocast), [Channel Best Practices](https://www.partner-path.com/blog/topic/channel-best-practices) ## [Partner Marketing: Less is Most Definitely Not More](https://www.partner-path.com/blog/partner-marketing-less-is-most-definitely-not-more) 05.25.16 We’ve all heard the statistics of the changing buyer’s journey. The traditional funnel-based marketing model is dying, being replaced by a cyclical model that emphasizes continual engagement with the customer well beyond the sale. These changes are no less important in their effect on partner marketing. [Read More ](https://www.partner-path.com/blog/partner-marketing-less-is-most-definitely-not-more) 0 Comments [Click here to read/write comments](https://www.partner-path.com/blog/partner-marketing-less-is-most-definitely-not-more#comments-listing) Topics: [Channel Best Practices](https://www.partner-path.com/blog/topic/channel-best-practices) ## [Tech Channel Video Cast: Do PAMs Have the Worst Job?](https://www.partner-path.com/blog/tech-channel-video-cast-do-pams-have-the-worst-job) 05.23.16 ## Partner Account Managers are on the frontlines with partners. This week, hosts [Charlene O'Hanlon](https://www.linkedin.com/in/charleneohanlon), channel industry editor & writer, and [Diane Krakora](https://www.partner-path.com/about/team/diane/), CEO of PartnerPath, discuss the role of the Partner Account Manager (PAM). Stuck between marketing and sales, and between the vendor and the partner, is it the worst job in the channel? [Read More ](https://www.partner-path.com/blog/tech-channel-video-cast-do-pams-have-the-worst-job) 1 Comment [Click here to read/write comments](https://www.partner-path.com/blog/tech-channel-video-cast-do-pams-have-the-worst-job#comments-listing) Topics: [videocast](https://www.partner-path.com/blog/topic/videocast), [Channel Best Practices](https://www.partner-path.com/blog/topic/channel-best-practices) ## [How Close Should Your Partner Relationship Be?](https://www.partner-path.com/blog/how-close-should-your-partner-relationship-be) 05.18.16 One of the most persistent issues in the vendor/channel community is the level of relationship between the two. Specifically, how deep should vendors and their channel partners be in each other’s business? If a vendor is too hands-off, its channel partners might accuse it of not helping—or caring—enough to make them successful. If the vendor is too hands-on, its channel partners might accuse it of trying to steal their customers and sabotage their success. [Read More ](https://www.partner-path.com/blog/how-close-should-your-partner-relationship-be) 0 Comments [Click here to read/write comments](https://www.partner-path.com/blog/how-close-should-your-partner-relationship-be#comments-listing) Topics: [Channel Best Practices](https://www.partner-path.com/blog/topic/channel-best-practices), [Industry Perspective](https://www.partner-path.com/blog/topic/industry-perspective) ## [Tech Channel Video Cast: The Fluidity of the Channel](https://www.partner-path.com/blog/tech-channel-video-cast-fluidity-of-the-channel) 05.16.16 ## Will perpetual channel issues ever be solved? This week, hosts [Charlene O'Hanlon](https://www.linkedin.com/in/charleneohanlon), channel industry editor & writer, and [Diane Krakora](https://www.partner-path.com/about/team/diane/), CEO of PartnerPath, reflect on some of the problems mentioned in a recent PartnerPath roundtable hosted at HP. But the real question is, why haven't all these problems been solved yet? [Read More ](https://www.partner-path.com/blog/tech-channel-video-cast-fluidity-of-the-channel) 0 Comments [Click here to read/write comments](https://www.partner-path.com/blog/tech-channel-video-cast-fluidity-of-the-channel#comments-listing) Topics: [videocast](https://www.partner-path.com/blog/topic/videocast), [Channel Best Practices](https://www.partner-path.com/blog/topic/channel-best-practices) ## [Tech Channel Video Cast: Moves for Channel Analysts](https://www.partner-path.com/blog/tech-channel-video-cast-channel-analysts) 05.06.16 ## What's next for channel analysts? This week, hosts [Charlene O'Hanlon](https://www.linkedin.com/in/charleneohanlon), channel industry editor & writer, and [Diane Krakora](https://www.partner-path.com/about/team/diane/), CEO of PartnerPath, discuss the recent professional moves for channel analysts. Do their departures mean anything bigger for channel coverage at large? [Read More ](https://www.partner-path.com/blog/tech-channel-video-cast-channel-analysts) 0 Comments [Click here to read/write comments](https://www.partner-path.com/blog/tech-channel-video-cast-channel-analysts#comments-listing) Topics: [videocast](https://www.partner-path.com/blog/topic/videocast), [Channel Best Practices](https://www.partner-path.com/blog/topic/channel-best-practices) [![PartnerPath-logo-white.png](https://www.partner-path.com/hubfs/PartnerPath-logo-white.png "PartnerPath-logo-white.png")](https://www.partner-path.com/) 650 336 0470 [Email Us](mailto:info@partner-path.com) Connect with us on [LinkedIn](https://www.linkedin.com/company/partnerpath/) ### Services - [Plans & Programs](https://www.partner-path.com/consulting-services) - [Execution & Outsource](https://www.partner-path.com/program-execution-services) - [Trends & Insights](https://www.partner-path.com/performance-insights-services) ### Company - [About](https://www.partner-path.com/company/about) - [News & Events](https://www.partner-path.com/company/news-events) - [Customers](https://www.partner-path.com/company/testimonials-customers) - [Partners](https://www.partner-path.com/company/partners) ©2025 PartnerPath [Privacy Policy](https://www.partner-path.com/privacy-policy) [Subscribe to our Blog ](https://www.partner-path.com/partnerpath-blog-subscription)