By Steven Kellam, Chief Revenue Officer at StructuredWeb
The recent Channel Focus North America 2024 in Dana Point wasn't just another industry event – it was a testament to how far our channel community has come. Three key elements made this year exceptional: the people, the practical insights, and yes, the perfect Dana Point weather in November.
The Right Mix: People and Purpose
First off, let's talk about the people. This year brought a record number of attendees, and it wasn't just about the numbers—it was about the quality of the interactions. You could feel the energy in every conversation, every session, and every hallway meeting. There was a great mix of attendees, and what really stood out was how many senior industry veterans stuck around for the entire event. Their experience added a depth to the discussions that you just don't get anywhere else. Channel Focus has always been a place to network, share ideas, and build lasting relationships, and this year was no exception. Rod and his team have found the perfect balance of attendees and sponsors—they've got the secret sauce, and it made for a fantastic experience.
AI Takes Center Stage: From Theory to Practice
And the content? Top-notch. From AI-driven strategies to increasing partner-sourced revenue, the topics were as timely as they were practical. It was amazing to see how AI has evolved as a conversation in just one year. Last year, a lot of the talk around AI was still pretty conceptual, but this year we were swimming in real-world use cases and success stories. We saw AI in action, from customer service avatars to new approaches for partner enablement. It felt like we weren't just talking about the future—we were seeing it unfold right in front of us.
Two presentations really stood out for me. The opening keynote was a powerhouse panel of channel leaders sharing their thoughts on hot topics from AI to partner enablement:
- Nina Harding, Corporate Vice President, Global Partner Solutions Americas at Microsoft
- Craig Weinstein, VP of Americas Partner Organization at NVIDIA
- Gretchen O'hara, Channel Chief at Splunk, a Cisco Company
- Joe Sykora, SVP WW Channels and Partner Sales at Proofpoint
The only drawback is that time was so short and they did not get a chance to get deeper. However they set the tone for what was to come.
And one of the great things to come was the "Beyond the Hype" quick-fire session which brought AI from concept to reality, with leaders from Reply Spur, Infoblox, NVIDIA, and Microsoft. Each took 15 minutes to showcase how they're using AI both internally and with partners. Craig even introduced us to his customer service avatar—a glimpse into the future that was equal parts incredible and, frankly, a little shocking. But it made one thing crystal clear: AI isn't just hype anymore. It's here, and it's changing how we do business.
Learning and Growth
The workshops were another highlight. Rod built out 12 different tracks covering everything from creating metrics that resonate with the C-suite to leveraging AI in channel programs. And the "Ask the Experts" panels? Pure gold. These sessions featured experts tackling real-world challenges like incentives, deal registration, and partner onboarding, giving everyone practical takeaways that they could implement right away.
The Crown Jewel: Women's Leadership Council Gala
But what really sets Channel Focus apart is the culture—the openness, the willingness to share, and the genuine sense of community. Nowhere was that more evident than at the Women's Leadership Council Gala Award Dinner. It was a formal affair where the women of the channel looked stunning, and more than 60 men showed up to support them as allies, friends, and colleagues. Thanks to Heather Margolis and Theresa Caragol for pushing this initiative forward—what started small has grown into something truly meaningful.
Twelve years ago, women made up only 20% of attendees. This year, it was over 50%. That shift represents progress, and it’s a reminder of why this community is so special.
In short, Channel Focus 2024 was everything you could ask for—great people, great content, and an unbeatable location. I'm already looking forward to the next event—Partner Tech X, April 28th to 30th, in Coronado Bay. I hope to see you all there!
