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Modernizing Channel Marketing: AI and Ecosystem Enablement

This episode dives into how the IT industry is transforming its approach to channel marketing. Host Sugata Sanyal, Founder & CEO of ZINFI, speaks with Anthony Graziano, Senior VP of Marketing at D&H Distributing, about the evolution from traditional “channel” models to dynamic “ecosystem” strategies. With more than two decades in distribution and vendor partnerships, Graziano shares how D&H is modernizing through innovation, AI, and partner empowerment. He highlights the company’s MKT+SHIFT platform, which helps partners deploy scalable digital campaigns and engage customers through modern, self-service tools. Chapter 1: From Channels to Ecosystems Graziano’s career reflects one of the IT industry’s biggest transitions — from linear channel transactions to interconnected ecosystems. Today’s partners must deliver integrated, consumption-based solutions and co-sell with multiple players. Marketing, therefore, must support collaboration, innovation, and measurable ROI. D&H’s MKT+SHIFT platform exemplifies this evolution. It enables partners to independently run vendor-approved digital campaigns with speed and precision. The platform goes beyond basic content syndication, offering automation and customization that match each partner’s marketing maturity. In today’s ecosystem, being able to deploy professional campaigns quickly isn’t optional — it’s essential. This shift also redefines how vendors, distributors, and partners work together. Distribution is no longer just logistics; it’s an enablement hub that bridges vendor innovation and partner execution. The focus has moved from pushing products to driving joint value creation through co-marketing and co-selling. Success now depends on a balance between strategic high-touch support and scalable automation. Chapter 2: Aligning Marketing, Sales & Vendors A critical success factor for D&H’s strategy is combining self-service marketing automation with personalized partner support. Digitally mature partners quickly embrace tools like MKT+SHIFT to scale outreach and seize time-sensitive opportunities. However, smaller or less tech-savvy partners often need more guidance. D&H provides training and co-marketing support to help them understand the ROI of modern marketing tools — proving that adoption grows when human expertise complements technology. Graziano’s experience with leading distributors like Tech Data, SYNNEX, and D&H emphasizes that marketing must align with both sales and vendor objectives. Transparency, shared goals, and common performance metrics are essential. Marketing impact should be measured not only by leads but by pipeline contribution and revenue influence. A common mistake companies make when modernizing channel marketing is focusing solely on the platform, not the process or people. Graziano stresses simplicity, relevancy, and enablement: 1. Keep tools intuitive and easy to adopt. 2. Offer localized, customizable content. 3. Invest in partner education and communication. This blend ensures engagement across all partner types and drives measurable results. Chapter 3: The Future — AI, Talent, and Ecosystem Growth Artificial Intelligence is reshaping channel marketing. Graziano envisions AI-driven personalization at scale — analyzing partner and customer behavior to deliver timely, targeted campaigns. AI will accelerate content creation, optimize campaign timing, and predict which leads are most likely to convert, improving alignment between sales and marketing. At the same time, the channel faces a generational shift. Many long-time partners are nearing retirement, while new, digitally native professionals expect modern, intuitive tools. D&H addresses this by creating platforms that appeal to younger audiences through digital engagement, automation, and social integration. The goal is to position the channel as a forward-thinking career path in technology, not a legacy industry. Looking ahead, the success of channel ecosystems will hinge on agility and co-innovation. The next five years will reward distributors and partners who can embrace AI, adapt to subscription-based models, and continuously co-create value. D&H’s continued investment in enablement platforms and digital collaboration tools positions it as a trusted guide for partners navigating this transformation. In this evolving landscape, ecosystem success equals shared growth — where technology, people, and strategy converge to redefine the future of channel marketing.