In this episode, Russ is joined by Heather K. Margolis, 'The Channel Maven,' to chat about major shifts in channel marketing, including the move from tiered programs to a more fluid, incentive-based model and the growing need for dynamic platforms that provide partners with education on topics like AEO and digital advertising. Heather identifies key challenges for channel leaders, such as CMOs struggling to understand the channel's value and the "identity crisis" facing smaller companies that lack dedicated channel teams.