About us

Channel Mastered is your ultimate partner in channel transformation

Our team of multi-award-winning MSP channel experts is dedicated to helping vendors build successful channel programs that drive growth and revenue.

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Our Clients

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Multi-Award-Winning MSP Channel Experts

We’re MSP business and channel growth experts, analysts, strategists, journalists, influencers, and thought leaders. For the past 20 years, we’ve helped pioneer the evolution and growth of managed services, covered every product, trend, vendor, and distributor worth knowing about, and interviewed every CEO, channel chief, and thought leader who matters. We conduct market analysis, create custom content, develop channel strategy, and help recruit and enable channel partners with our effective programs.

Our Proven Analytical Approach

Building successful channel programs and reaching partner acquisition and enablement goals today requires a different approach. It’s difficult and costly enough to enter the market and acquire new partners, but once you’ve got them you must minimize churn and enable them to succeed, produce, and grow. Our successful strategies to overcome these challenges are informed by robust research and analysis that deliver proven, consistent performance.

Industry-Wide Success

We’ve helped a veritable who’s who of industry vendors and distributors forge successful channel strategies, recruit new partners, and help existing partners thrive. Browse our extensive catalog of services to discover how we can help you achieve your channel goals.

Meet our team of multi-award-winning MSP experts

We’ve conducted hundreds of MSP channel strategy sessions and delivered hundreds of thousands of partner leads. What can we do for you?

Erick Simpson

Chief Strategist,
Channel Influencer, Thought Leader

A pioneer and leader in the managed services industry, Erick Simpson built and sold one of the very first MSPs in the industry and grew and coached a channel of 30,000 IT Solution Providers through their MSP transformation with his MSP Mastered® Methodology for managed services business performance improvement. He has been voted the #1 source MSPs look to for advice on running their business in North America.

Erick is an MSP business & channel growth expert, influencer, thought leader, speaker and author with 4 best-selling books and 50 white papers to his credit. His strategies and programs help MSPs overcome business challenges to realize consistent, profitable managed services recurring revenue growth. His M&A expertise has helped dozens of MSPs sell their businesses at the highest valuation or expand through acquisition.

He delivers strategic market analysis services and builds and improves channel programs for IT vendors and distributors, and helps recruit and enable their channel partners through his thought leadership podcasts, webinars, workshops and event keynotes and breakouts.

Erick’s industry recognition includes Channel Futures’ 7 Thought Leaders Defining the MSP Market, Jay McBain’s 100 Most Visible Channel Leaders, 2 Time ChannelPro 20/20 Visionaries, 2 Time MSP Mentor 250 and SMB Nation’s SMB 150 award recipient.

Rich Freeman

Chief Content Officer,
Channel Analyst, Journalist

Rich Freeman wrote his first article about managed services in 2007. Since then, he’s helped turn The ChannelPro Network into the top source of news and business growth advice for MSPs and solution providers who serve SMBs.

Rich has covered every product, trend, vendor, and distributor worth knowing about and interviewed every CEO, channel chief, and thought leader who matters in the IT industry.

He’s hosted close to 500 podcasts, moderated countless conference sessions and webinars, planned live and virtual channel events, and appeared on numerous conference panels.

And in the course of editing nearly 200 issues of ChannelPro’s monthly magazine, he’s forged relationships with many of the smartest, most successful MSPs and vendors in the business.

Mark Crall

Chief Revenue Officer,
Channel Chief, Strategist

With over 23 years of experience in the computer, software, and technology services industry, Mark Crall is a veteran channel executive and an MSP channel consultant dedicated to making a significant impact in hyper-growth channel-focused organizations.

With a diverse background that includes starting and selling an MSP, leading business development and channel community programs for top SaaS companies, and serving as a keynote speaker and expert panelist at numerous industry events.

Mark has been recognized as one of the top 150 most influential people in the channel by SMBNation.com and named a Channel Chief by CRN Magazine.

Charlene Ignacio

Chief Marketing Officer,
Marketing Program Strategist

Charlene Ignacio builds, grows, and maintains relationships everywhere she goes. She helps channel vendors find their audience, design a clear message, establish their expertise, and create marketing that converts into channel revenue.

Charlene is a seasoned serial entrepreneur and digital marketing authority with over 24 years of experience.

She leads the industry as an expert in marketing and sales-scaling strategies by keeping it simple. She is highly sought after by vendors to build, grow and maintain channel partner programs.

Her education and experience are in business management and entrepreneurship. She is not only a second-degree black belt in Judo but is also Lean Six Sigma Black Belt certified.

Bill Robbins

Chief Public Relations Officer, Content and CopyWriter

Bill has over 25 years of communications and writing experience emphasizing the technology industry. He’s worked with national PR firms, including Highwire PR, Porter Novelli, and Touchdown PR, to help major brands and innovative startups promote their leadership in areas such as managed IT services, cybersecurity, cloud computing, data storage, data analytics, IoT, IT compliance, and edge computing.

Bill served in senior PR positions outside his agency life with iland Cloud, Dell, AMD, and HP, leading content programs and PR campaigns for enterprise products and services.

Bill helps clients translate their technology into practical benefits to address customer pain points that drive today’s news cycles. As a former tech reporter, he knows how to work with the media to identify news and provide the tools they need to be successful. As a content and copywriter, Bill has extensive experience writing blogs, white papers, case studies, ghostwritten contributed articles, spec sheets, and press releases for his clients.

Keyonna “Kay” Aurelus

Chief Operations Officer,
Program Manager, Analyst

Kay Aurelus leverages over 15 years of experience in Operations Management to maximize efficiency and improve profitability by directing and coordinating financial and budget processes. She utilizes her DISC and PIAV Certified Professional Behavioral Analyst skills to help organizations develop communication skills, become self-aware and embrace their individuality through effective team building. Kay’s proficiencies helped her improve business and operational approaches and create new opportunities for growth, success, and positive organizational change.

Kay excels in designing and implementing business growth strategies and programs that consistently result in increased sales, improved profits, and accelerated market penetration.

As a Program Manager, Kay has been responsible for overseeing complex projects, managing teams, and ensuring that programs are delivered to the highest standards. Her expertise in project management methodologies, coupled with her exceptional leadership skills, has enabled her to deliver exceptional results time and time again.

James Kernan

Chief Leadership Strategist,
Channel Growth Expert

James Kernan is a trailblazing Leadership Strategist with a remarkable career in the MSP industry spanning over 25 years. He has been identified as a rising star to watch by CRN Magazine.

James has authored 3 leadership books, with his latest titled Leadership Essentials for Successful Executives. He has established himself as the go-to expert for channel vendors and MSPs seeking to achieve exceptional growth and innovation through inspired leadership.

James has coached over 500 vendors and MSP business owners in 6 different countries and has an impressive track record of transforming organizations by designing and implementing cutting-edge leadership development programs. His approach, which focuses on empowering individuals and teams to unlock their full potential, has significantly improved employee engagement, productivity, and overall business performance.

Lisa Shorr

Chief Brand Strategist,
Corporate Image Expert

Certified in advanced image consulting and corporate consultancy, Lisa Shorr has spent over 26 years in the sales, marketing, and branding arena, coaching hundreds of businesses worldwide to build stronger personal and corporate brands using her proprietary systems and methodologies.

A highly sought-after speaker, Lisa has delivered professional development and corporate branding workshops and seminars across the country. Her style, career development, and technology articles have been featured in PC World, ChannelPro Magazine, Providence Business News, SO Rhode Island, and other respected publications.

Lisa has styled many professionals for photoshoots, television, and private settings and is a Member of The Association of Image Consultants International. She’s also co-owner of Secure Future Tech Solutions, one of New England’s top managed service providers.

Andrew Smith

Digital Marketing Strategist,
Demand-Gen Expert

Andrew Smith cut his teeth in the digital marketing arena over a decade ago, servicing Amazon, Google, BMW, Canon, Tourism Australia, and many more in the digital agency world.

After generating 250,000+ subscribers across campaigns in the B2C space, he shifted his focus to niche industries, generating hard-to-get leads for B2B publishers and channel vendors.

He has since driven registrations for dozens of IT conferences and online summits, generated over 25,000+ B2B magazine subscriptions, and managed ad campaigns for some of the largest and most well-recognized vendors in the MSP channel.

Russ John dressed in business attire smiling at you.

Russ Johns

Live Virtual Event Strategist,
Podcast Authority

Russ Johns is a seasoned content creator, podcast host, virtual event and livestreaming expert who has been making waves in the digital world for over a decade.

With a career spanning more than 30 years in technology, marketing, and entrepreneurship, Russ brings knowledge and expertise to every Channel Mastered engagement.

Russ has helped countless individuals and businesses create compelling live event content that engages and resonates with their audiences. He is passionate about the power of storytelling and the art of communication, and he has made it his mission to help others harness these tools to achieve their goals.

Russ is best known for his dynamic and engaging livestreaming shows, including the popular #PirateBroadcast he hosts daily on multiple platforms.

Connor Simpson

Social Media Marketing Specialist,
Marketing Analyst

Connor Simpson is a results-oriented social media marketing specialist and analyst with a proven track record of driving business growth through strategic planning and execution of data-driven marketing campaigns.

With a keen eye for target audience analysis and a deep understanding of social media channels and platforms, Connor possesses the skills necessary to optimize online presence and increase brand visibility for our clients.

Riley Simpson

Video Production Specialist,
Online Learning Curriculum Expert

Riley Simpson is a creative and passionate videographer with a talent for storytelling. He is experienced in all aspects of video production, from planning and shooting to editing and post-production. He has a proven track record of delivering high-quality video content that aligns with our clients’ objectives.

Riley is an experienced Learning Management System expert with a passion for creating engaging and impactful online learning experiences.

“The team at Channel Mastered, including Erick, Rich, and Mark, are all individuals I know well and bring a wealth of perspective and value to the vendor and MSP community. Erick has always had the ability to both understand the challenges MSPs face and the opportunities to improve with advanced and emerging technology vendor solutions.”

Dan Wensley

CEO
ScalePad

“Our partnership with Channel Mastered has been a fantastic experience, and it’s truly an honor to work together. We love collaborating on new ideas and bringing thought leadership to the forefront, especially with a team as exceptional as yours that makes it all possible. We deeply appreciate everything you do for the industry.”

Juan Fernandez

Channel Chief
SuperOps

“Erick is a genius strategist. He is able to shift MSP businesses towards growth because he truly understands the channel and the technology used in the industry. His insights on solutions, pricing, and operations have been invaluable to a number of the top partners and vendors in the industry.”

Janet Schijns

CEO
JSG

“Erick and his team have enabled us to reach and develop a rhythm of communication with a new universe of channel partners. They have expertise in delivering high-quality live and on-demand webinars. Whatever crazy idea or concept I throw at them, they help bring it to life and execute successfully.”

Michael Murphy

Global Marketing Manager
Trend Micro

“The outcome was fantastic, particularly in guiding our core strategy as we navigated the vast managed service provider community. Your support was invaluable, especially when we were light-staffed and still building our executive team. From pricing and go-to-market strategies to product development, your expertise made a significant impact. Our relationship with Erick and the entire team has continued to pay off, and we deeply appreciate everything you’ve done for us.”

Stephen Thomas

Chief Revenue Officer
Asigra

“We turned to Channel Mastered when we were ready to bring our product to market, and they played a crucial role in helping us connect with the MSP community and establish a strong foothold. Their expertise and guidance were instrumental in our successful launch. We couldn’t have achieved this without their support. Thank you, Channel Mastered!”

Darrin “Alex” Brandt

Head of Partner Success and Communities
Atakama

“You’ve been fantastic in helping us highlight what makes our services unique and stand out in the market. The recent webinar we did together was a great success, allowing us to effectively showcase the distinct advantages of our offerings. Your support has been invaluable.”

Lisa Bryant

Chief Revenue Officer
Sxipher

“We couldn’t be happier with the results. You helped us create engaging content that generated significant interest. Thanks to your platform, we were able to showcase our unique capabilities to a highly relevant audience. It was a fantastic experience.”

Cameron Roberson

Vice President of Sales and Marketing
Beachhead Solutions

“The webinar Channel Mastered hosted for us attracted numerous high-intent prospects and demo requests. This type of targeted marketing is incredibly valuable to us, and we’re excited to partner with them for another webinar soon.

Rotem Shemesh

Vice President of Marketing
Cynomi

“Channel Mastered has done great things for us. You’ve taken charge of our PR, and we’re getting a lot of news coverage from it. Bill has gone above and beyond, securing even more exposure beyond just press releases. Our recent webinars have generated high-quality leads for our sales team. And I’m thrilled about the amazing content piece I have in my inbox from you right now – I couldn’t be more excited to review it.”

Amy Carr

Chief Marketing Officer
SaaS Alerts

“The success of our email campaigns was remarkable, delivering outstanding conversion rates and ROI.”

Nisha Balajee

Solutions Marketing Manager – MSP Solutions
ManageEngine | Zoho

How can we help?

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