Not just another B2B marketing agency, we are…

The Channel Agency

We are indirect specialists with decades of experience delivering success across the global channel. Put simply, we exist to support and assist you in maximizing your indirect revenue.

Since our founding in 2005, we’ve remained steadfast in our dedication to helping vendors and distributors boost revenue, foster relationships, and maximize ROI from their indirect GTM.

The Channel can be complex and often underappreciated, we get it. We truly understand this space and go above and beyond to provide exceptional channel services that have been historically lacking.

Our extensive experience and unparalleled expertise enable us to deliver impactful results that are precisely tailored to meet the ever-changing needs of every part of the Channel.

How we do it

  • We tailor solutions for success by understanding your unique needs and goals.
  • Our strategic activities drive revenue growth, strengthen relationships, and boost brand awareness.
  • We empower your teams for success through collaboration and alignment.
  • We optimize performance and foster partnerships for your long-term success in the ever-changing Channel ecosystem.

Why we do it

  • Passionate about providing the very best services exclusively through the Channel.
  • Simplifying the complex to create valuable opportunities for you.
  • Guiding you through the evolving landscape of the Channel.
  • A partner that makes a real difference and helps you seize new opportunities.
  • Driven by the desire to create meaningful engagement and ensure you thrive.

Leadership Team

Glenn Robertson

Glenn Robertson

Chief Executive Officer

As CEO of The Channel Agency, Glenn has a wealth of experience helping vendors, distributors and partners worldwide to transform their channel activity and drive revenue growth through partner experience.

Daren Bach

Daren Bach

Chief Creative Officer

Having specialized in digital and brand communications for over 25 years, Daren is no stranger to helping organizations grow, generate leads and boost revenue through innovation and creative thinking.

Mike Ammann

Mike Ammann

President North America

With 20 years’ experience of building global channel organizations and alliances, Mike is passionate about creating long-term, scalable relationships built on solid communication.
Domi

Domini Pettifar

Managing Director

A highly experienced B2B marketer, Domi has a strong track record of defining and building brands. Her ability to unveil competitive advantage drives business’ strategies and objectives, creating loyal customers and employees as a result.

Insight

IT firms facing challenges around sales enablement and marketing

There have been a couple of interesting pieces of research recently regarding both the sales and marketing functions within IT businesses. The first is that we’ve seen sales enablement, both as an industry and organisational function, grow significantly over the past...

You want to move on, but how do you take your partners with you?

We’ve seen some seismic shifts in the IT channel in recent years. Last week we sat down with Juniper Networks’ global channels leader, Gordon Mackintosh, at the vendor’s Partner Executive Forum in Madrid. There, we talked about the company’s plans to pull back from...

The evolving role of the B2B sales team

We’ve spoken a lot lately about the channel’s resilience in these tough times. in fact, many partners are feeling optimistic about the coming year. However, research released this week provides some sobering statistics. The study by revenue intelligence...

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