B2B Channel Marketing Committee

Channel marketing is a critical niche area of B2B marketing that encompasses marketing to, through, and with a partner ecosystem of distributors, resellers or dealer, solution providers, and strategic partners who serve as critical influencers in the go-to-market ecosystem. A channel partner ecosystem is a vital go-to-market strategy across multiple B2B industries.

The B2B Channel Marketing Committee is dedicated to empowering B2B and B2B2C marketers and strategic alliance professionals within client-side marketer member companies and marketing service providers. Through collaboration, we will address the unique challenges and opportunities confronting channel marketers. The committee serves as a hub for thought leadership, best practices, and actionable insights.

• Committee Co-Chair: Sharon LaDay, Senior Director of Go-to-Market Strategy & Operations, ServiceNow
• Committee Co-Chair: Kilynn Sommer, Partner Marketing and Channel Programs, T-Mobile

Contact the ANA staff managing the B2B Channel Marketing Committee:

• Sonia David, VP, Business Marketing Practice
• David Morgan, Sr. Manager, Business Marketing Practice

Key Objectives:

The purpose is to bring together channel marketing leaders across different industries to share a multi-industry view on how they’ve approached channel marketing and experienced success. This committee will create a safe space where channel leaders can share current pain points, gain fresh ideas on how to tackle business needs, and discover new paths for opportunities to drive growth.

• Foster Conversations and Innovation: Create a space for sharing insights, best practices, and problem-solving approaches to drive business success.
• Strengthen Sales and Marketing Alignment: Improve channel marketing planning, messaging, and results-tracking through enhanced collaboration and effectiveness.
• Drive Business Impact: Explore actionable insights for creating a healthy ecosystem that includes visibility of pipeline from lead generation and tracking to measurable business outcomes.
• Build Community: Develop a vibrant and engaged community of B2B and B2B2C channel ecosystem professionals for an on-going dialogue.

Discussion Topics:

The B2B Channel Marketing Committee is open to all client-side marketer and solutions provider members.

Request to Join

Resources

• Channel Marketing Automation
  This how-to guide is designed to help companies with reseller, dealer, and distributor networks to empower their channel partners with the tools, information, and technology they need for revenue growth and profitability by using channel marketing automation.
• Integrated Multi-Channel Marketing Campaign Quick Win
  The Integrated Multi-Channel Marketing Campaign template is a single-slide campaign planning tool that consolidates objectives, tactics, timing, and targeting into a cohesive, actionable plan. It’s designed for visibility, alignment, and execution clarity across cross-functional marketing teams.
• Case Studies
  • How T-Mobile Rebooted its Partner Program for Growth
  • Mastercard Uses Partnership with Nonprofit to Stand Up to Cancer and Connect with B2B Customers
  • HP Amplify Global Partner Program Launch
  • Lenovo 360 Program for stronger partner engagement and loyalty
  • LiuGong’s “DigBig” Channel Program to move excess inventory
  • Dairy Farmers of Wisconsin’s “Cheese University” for enablement and influence
• ANA Business Marketing Practice
  Learn more about what the ANA has to offer B2B marketers, including on-demand content, monthly webinars, one-day conferences, and more.

• Enter the 2026 ANA B2 Awards
  

  For a half a century, the ANA B2 Awards have been and are the pinnacle of Business Marketing - attracting the 'best of the best' globally, nationally, and locally. This year, there are 40+ categories that have evolved to reflect the growing role of B2B marketing and the rapid changes in our industry. The B2 Awards are thoughtfully crafted to reflect today’s wide-ranging forms of B2B marketing practices — from traditional tactics used in innovative ways to rapidly changing technologies. The award categories are inclusive and recognize excellence in solutions and campaigns of all sizes, budgets, and scopes. The 2026 ANA B2 Award program is accepting entries until March 6, 2026. Visit www.b2awards.com for more info.
• Discover the latest in B2B marketing at the 2026 Masters of B2B Marketing Conference in Chicago, IL., from June 3–5. Explore cutting-edge strategies, mingle with industry leaders, and celebrate top performers at the B2 Awards Gala. Register now to secure your spot and unlock valuable insights for your business!

Thought Leadership

• Mastering Multi-Channel Marketing in 2025: How AI and Automation Help Brands Stay Ahead
  As marketers’ media mix expands, technology offers invaluable ways for maintaining the consistency and synergy of their work across channels.