James Massa speaks with Harald Horgen, longtime channel strategist and CEO of The York Group, with more than 30 years of experience helping technology companies build and improve partner programs across global markets.

At the center of the discussion is a practical executive question:

How do you turn an existing channel ecosystem into a more effective engine for growth?

Harald explains how the shift from perpetual software licenses to subscription and SaaS models has changed partner behavior. In the past, channel organizations had to continually hunt for new business. Today, recurring revenue can reduce the incentive to pursue new customer logos, creating a serious growth challenge for software vendors.

The conversation explores:

• Why direct sales organizations are facing rising customer-acquisition costs
• How SaaS and recurring-revenue models have changed partner incentives
• Why many software companies are struggling to generate net-new growth
• The role of Independent Software Vendors, or ISVs
• How distributors, licensing organizations, value-added resellers, and systems integrators differ
• Why the distinction between a VAR and a systems integrator matters
• How customers should think about selecting the right partner based on the complexity of the solution and implementation
• Why large enterprise deployments often require significant integration, customization, training, and services
• How Channel Pros is helping software companies get more growth from the partner relationships they already have

Harald also breaks down some of the terminology that often makes the technology channel difficult to understand and explains how different partner models create value in different ways.

James Massa speaks with Ramin Azizli, Strategic Business Advisor at BeVisible based in Berlin, a technology and partnership executive with experience building SaaS partnerships across EMEA, APAC, Japan, and the United States.

Their conversation explores how AI may reshape Partnerships, Alliances, and Acquisitions—from helping executives evaluate potential relationships before committing to them, to making complex technology integrations easier after the relationship begins.

The central question: Can AI help organizations avoid bad Strategic Relationships while making good ones easier to build and integrate?

Ramin discusses why AI should be viewed as a tool rather than a replacement for human judgment, and why having a clear strategy for how AI is used matters as much as adopting the technology itself.

The conversation also covers:

• Using AI to evaluate potential partners and acquisitions
• Identifying problems before entering a Strategic Relationship
• The importance of technical compatibility after an acquisition
• How AI can improve integration planning and decision-making
• Model Context Protocol (MCP) and the emerging standardization of communication between AI systems
• Why AI can dramatically improve productivity—but can also produce poor outcomes when used without the right strategy

Redmond Orme, Partner Program Architect at Cloud and Commerce in the UK, brings more than 20 years of experience in partner and channel program management, mergers, and acquisitions. James discusses with Redmond how working with partners differs from selling directly, the challenges each model creates, and how AI may influence the way successful partnerships are formed in the future.