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From UX to ROI: Q&A with a Channel Marketing Pro
With years of experience navigating the complexities of partner ecosystems, Andrea brings a rare blend of empathy, strategy, and results-driven thinking to the table. We asked her four questions to get her take on what makes channel marketing tick.
1. What do you think makes an agency a strong partner? What values and attributes do they possess?
A true agency partner “gets it.” They understand the unique dynamics of channel marketing versus direct, and ideally, they’ve sat in a VAR or OEM seat themselves. That kind of experience means they see the whole ecosystem, not just a slice.
They know what you're selling—technically and strategically—so they can speak credibly with partners and sellers. They dig into your business: how you make money, your sales cycle, your values. They’re in the trenches with you, not cheering from the sidelines.
They’re proactive, not passive. If something’s off, they pivot fast and speak up, guided by data, not ego.
Most importantly, they tie marketing efforts to business outcomes. They can translate KPIs for the CMO and ROI for the CFO. They don’t just move the needle—they prove it.
2. What’s one common piece of marketing advice you hear that you completely disagree with?
I don’t agree with the idea that B2B marketing must be dry or overly serious. Marketing should be human-to-human.
People don’t become someone else when they walk into work. They bring their whole selves. So B2B marketing should connect with people the way B2C marketing does—through emotion, humor, and storytelling.
ServiceNow is doing an excellent job of this. Their new campaign around AI agents uses character development and humor to make a technical topic feel relatable. It’s a fitting example of treating B2B buyers like real people.
3. If you could only report one KPI to your CEO, what would it be and why?
If I had to pick just one, I’d go with ROI.
At the end of the day, you must show that marketing is helping the business grow, that every dollar spent is driving real value.
ROI is the metric that builds trust beyond marketing. When finance or the CEO sees a clear return, they believe in your work. Just be sure to develop the ROI formula with finance. If they help shape it, they’ll stand with you when it’s time to report it.
4. Do you have a favorite example where tech made a real difference in campaign results?
Definitely! Rebuilding our demand gen engine was a game-changer. When I stepped in, we had 120 disjointed campaigns and little sales alignment. Most were just a couple of emails and a landing page, with no real insight into performance.
We streamlined down to 15 integrated, sales-aligned programs, backed by marketing automation and CRM. With lead scoring, automated routing, and shared dashboards, both sales and marketing had a clear view of the buyer journey.
The result? Over 15,000 new leads, 25,000 buyer engagement alerts annually, and proof that multi-touch engagement drove nine times more revenue. Best part? Our internal NPS jumped from 3.1 to 79. The tech mattered, but shared process and ownership made it stick.
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RVLVR delivers:
- Channel marketing as a service
- Brand-aligned campaigns
- Demonstrable ROI
