In this episode, Mark Edwards sits down with Roy Ferrari, SAP GTM Lead at HCLTech, for a wide-ranging conversation on what it takes to build a billion-pound partnership in the modern enterprise tech landscape. Roy shares insights from the recent SAP Sapphire event in Madrid, the importance of face-to-face interaction in today’s digital-first world, and HCLTech’s evolution from a systems integrator to a strategic SAP partner.

They dig into the rise of AI in sales—from proposal automation to RFP response generation—and what that means for the future of the sales profession. Roy also offers a candid take on the declining quality of sales qualification, the over-reliance on relationships, and why understanding the decision-making ecosystem is more important than ever.

Key Questions Explored:

- What is the role of a go-to-market lead in tech partnerships?

- How is AI reshaping the sales process?

- Why are in-person meetings still critical in an age of automation?

Whether you're in enterprise sales, partnerships, or tech strategy, this episode delivers valuable lessons on adaptation, alignment, and authenticity in modern selling.

In this episode, I interview Mark Shephard, or Shep, EMEA Cloud Alliances Leader at Okta, to explore a remarkable journey from the armed forces to the forefront of cloud sales strategy. We unpack the power of extensibility in tech platforms, the strategic value of collaboration with AWS, and how lessons from sports and the military shape leadership in high-performance environments.

Shep offers insight into the role of a cloud alliances leader, highlighting the trust, forecasting, and teamwork required to thrive in the fast-moving AWS marketplace. Whether it's aligning resellers, enabling regional partners, or simplifying customer transactions, this conversation is a masterclass in modern tech sales collaboration.

You’ll also discover how rugby and military discipline translate to business effectiveness, why Okta sponsors McLaren F1, and what it really means to conduct a sales orchestra.

In this episode of The Channel Zone Podcast, I’m joined by Al Stephens, founder of Darwin Technology Solutions, for a powerful conversation about shaking up the traditional IT procurement model.

Al shares how Darwin is helping IT leaders cut through complexity, connect with the right vendors, and make smarter technology decisions—fast. We dive into what’s broken in the old buying process, why so many organizations end up with overlapping solutions, and how Darwin’s collaborative, data-informed approach is changing the game.

We also touch on the real-world challenges of founding and running a tech business, the importance of delegation, and how emerging technologies like AI are accelerating everything.

👉 If you’re in tech leadership, channel sales, or just wrestling with vendor overload, this one’s for you.

In this powerful and thought-provoking episode, we’re joined by Earl Talbot, a seasoned tech sales professional turned solopreneur, consultant, coach, and best-selling author. Earl shares his journey from the frontline of sales to building Creative Muscle Ltd, where he now helps individuals and teams unlock their true potential.

Together, we dive deep into the human side of sales—the grit, the grind, and the resilience it takes to keep showing up. Earl opens up about the mental and emotional toll that sales can take, the importance of building inner strength, and how neurodiversity plays a crucial role in navigating professional and personal challenges.

Whether you're in sales, leadership, or simply looking for an honest conversation about growth and self-awareness, this episode offers insights, inspiration, and plenty of real talk.

🎧 Listen now and strengthen your creative muscle.

🎙️ In this episode, we’re joined by Harrison Kauffman – Account Director at boxxe and a rising star in the world of social selling. If you’ve spent any time on LinkedIn or TikTok, chances are you’ve seen one of Harrison’s energetic, insightful videos.

A natural-born salesman with a passion for storytelling through social media and video, Harrison shares the journey that sparked his interest in content creation. He also breaks down why building your social presence isn’t just a nice-to-have – it’s becoming essential in today’s sales landscape.

Whether you're a seasoned seller or just starting out, Harrison’s perspective is packed with practical advice and contagious enthusiasm. Don’t miss it.

In this episode, I sit down with Dan Archer of Cactus to explore the evolving landscape of sales, marketing, and social selling—specifically within the agency ecosystem. We dive into the strategies that drive revenue growth, how agencies can leverage social platforms for sales success, and the intersection of marketing and business development in today’s competitive environment. Whether you're in the agency world or looking to refine your sales and marketing approach, this conversation is packed with practical insights and actionable takeaways.

Tune in now! 🎧🚀

In this episode, we sit down with Jon Kane, Senior Sales Director at Gigamon, a seasoned industry leader with an unmatched perspective on cybersecurity and the evolving threat landscape.

A quick thinker with deep expertise, Jon’s insights into the current state of play are not to be missed. With 25 years in the cybersecurity world, Jon has also held key roles at RSA, VMware, Trend Micro, McAfee, FireEye, and more—engaging with nearly every facet of the cybersecurity ecosystem.

As we kick off 2025, Jon shares his thoughts on the business of cybersecurity, emerging technologies, the rise of AI, and what’s next for the industry. If you’re looking for expert analysis on where cybersecurity is headed, this episode is a must-listen.

Having known one another for over a decade, Colin and Mark discuss how things differ between Japan and the UK tech marketplaces.