Channel 2.Ohh- Stop Hoping. Start Leading!

🔥 Episode Summary: This one’s been a long time coming. Ronnell sits down with Kameron Olsen , founder of The Channel Advisors and creator of the Channel 2.0 framework, for a brutally honest conversation about what’s really happening in the channel. From MDF frustration to inflated event budgets to the channel manager talent shortage that’s driving salaries into the stratosphere, nothing is off-limits. This episode is a masterclass in modern channel leadership — real experience, real data, real solutions… plus a little whiskey and pickleball talk to keep it fun. 💥 In This Episode: Why MDF spending is broken — and how suppliers can finally measure ROI The missing funnel every supplier needs (partner funnel is not deal funnel) The truth about Channel 2.0 and why hope is not a strategy Why events cost more than ever but deliver less How to properly build your Ideal Partner Profile before you waste another dollar Why channel manager compensation is skyrocketing and what suppliers should do about it The enablement gap no one wants to talk about How the industry has shifted from “2AM trust” to strategic partnership 🔍 What You’ll Learn: How to take control of your channel spend How to track partner relationships like you track deals How to stop reactive channel building and start operating with intention Why enablement beats incentives every time What it takes to win in Channel 2.0 👤 Guest: Kameron Olsen Founder of The Channel Advisors | Channel Strategist | Builder of Channel 2.0 thechanneladvisors.com LinkedIn: Kameron Olsen 📣 Resources and Recommendations: SayLess Academy: Shut The Hell Up and Sell book Channel 2.0 Podcast (Spotify) Channel Advisor University resources 📌 Timestamps: 00:00 – Ronnell sets the tone: truth, positivity, and keeping it 100 03:00 – Whiskey, barbecue, pickleball, and the warm-up 14:00 – Why the channel is more expensive than ever 18:40 – MDF is broken and how suppliers can actually fix it 23:00 – Building a partner funnel that reflects reality 28:15 – Ideal Partner Profiles and driving real behavior change 35:00 – Enablement vs incentives: why the industry still doesn’t get it 39:30 – The loyalty myth and the rise of value-based partnerships 44:00 – Working on your business vs working in your business 46:00 – From 2AM trust to Channel 2.0 49:00 – Why channel manager salaries are exploding 52:00 – Why the channel desperately needs new blood and real training 🚨 Like this episode?

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Channel 2.Ohh- Stop Hoping. Start Leading! is an episode from Business And Bourbon with Ronnell Richards by Business And Bourbon with Ronn.

This episode is 00:58:30 long.

This episode was published on Nov 30, 2025.

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