I’ve always been a "boots on the ground" kind of person. I’ve cared passionately about this for a long time — the belief that if you want to know what’s actually happening in your business (and in your clients’ businesses), you have to leave the office (physically or digitally) and go where the work is being done.

I recently sat in on a series of discovery meetings with a client's channel partners. Even though I’ve done this many times, the experience was a powerful reminder of why I keep doing it — and how to drive channel marketing success. Whether they are regional distributors, local dealers, or frontline retailers, hearing them talk about their local business strategy is always a masterclass in dedication.

These partners are the ones driving the revenue of the manufacturers they represent. They have the direct connection to the customer that we often only see in spreadsheets. And every time I listen to them, I walk away with “aha” moments that you just can't manufacture in a conference room or at your desk.

The power of being heard 

What stands out every single time — including during these recent calls — is how much the partners appreciate the dialogue. They don't just answer questions; they lean in. They value the genuine interest in their business.

In many industries, channel partners are accustomed to a constant flow of information coming their way. We are excellent at pushing updates, but we often miss the chance to let that information flow back to us. Creating the space for two-way dialogue is a rare and valuable currency for boosting channel partner engagement.

Why do we shy away from these interactions?

If these connections are the lifeblood of the business, why do we stay at our desks? We all have the same list of reasons:

  • The chain of command: We don't want to step on the toes of field roles or bypass “the process.”
  • The “busy” trap: They’re juggling priorities, we’re juggling priorities, and everyone is trying to do more with less.
  • The fear of the unknown: We’re afraid they’ll ask for things we can’t make happen today.

But here is what I’ve learned over the years: Those are just excuses to stay where it’s safe. At our core, humans crave being noticed. We want to be asked how we’re doing. Building channel partner loyalty starts with the simple act of showing up.

Going beyond to support channel marketing partners

Most of our clients already do a solid job of keeping their ears to the ground. They run surveys, establish partner councils, empower engaged field leaders, and make regular visits. These are essential foundations for any healthy channel relationship.

But we can always do more.

One of the most effective ways to level up is to invite your marketing agency partners into that dialogue. When we hear these insights firsthand, we aren't just looking at data points — we’re hearing the why behind the numbers. It allows us to stop making assumptions and start making smarter, more intentional recommendations so we can provide more intentional channel marketing support that actually resonates with the people on the front lines.

In the recent example I referenced, we had a series of one-hour discovery sessions with seven of our client's key distributors. The details they shared about their business, their history, their teams, their customers, and even the tone they used directly impacts the marketing recommendations our team will provide. 

We partner with our clients on their marketing efforts all day, every day, but the nuances of WHY we recommend content on LinkedIn vs. Facebook aren’t a random dart lumped under social media. These recommendations are very much connected to the key takeaways from our discussions coupled with our expertise.

Just ask

Overcoming these obstacles isn't about a complex strategy; it’s about a simple choice. Don’t stay at your desk. Don’t hide behind an email. Put yourself out there and connect.

I’ve made a career out of suggesting the call, asking the question, and trying to bridge that gap. It’s not about being a genie with a lamp and granting their every wish — it’s about being a partner who cares enough to listen.

My challenge to you: Call one of your partners today. 

  1. Just ask: See how things are really going.
  2. Ask how you can help: What do they need to be successful that they aren’t getting today?
  3. Acknowledge the hustle: They’re busy, they're tired, and they’re fighting for every sale. Let them know you see that.

Data tells you the what, but a conversation gives you the why that makes all the difference

Give it a try this week. I’d love to hear about the insights you uncover when you step away from the desk and just ask.