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.

Insight

Navigating the Realities of Channel Marketing

In the whirlwind of quarterly reports and revenue projections, it's easy to fall into the trap of expecting immediate results from our marketing endeavors. But what if I told you that the story isn't as straightforward as we often assume? As someone deeply entrenched...

Unlocking the Potential of TCMA/TPMA

In the ever-evolving landscape of modern business, the importance of Through-Channel Marketing Automation (TCMA) and the anticipated shift towards Through-Partner Marketing Automation (TPMA) is becoming increasingly evident. However, the true power of these platforms...

What if vendors pressed ‘delete’ on traditional partner programs?

I believe this will start happening within the next two years. And here are some questions that I’ve been rolling around for a while that have informed this thinking: Is ‘partner program’ the right name for the way vendors are operating now and in the future? Have we...

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