Why Voice-First Communications Matters in the Channel - Channel 2.0 is Waiting.

You’ve heard it before, and I’ll say it again: Voice-first communication is key to building relationships in the Channel. After attending the last three national Technology Solutions Distributor (TSD) events, one thing became clear: we’ve tried to automate relationships. We’re relying too much on AI, automation, HubSpot sequences, email campaigns, and text messages. While these tools serve a purpose, they don’t replace genuine human connection.

So, why aren’t we picking up the phone anymore? I’ve done an informal poll of the Trusted Advisor community, and the feedback was eye-opening. Many of them have rules set in their inboxes that automatically funnel hundreds of supplier emails into junk folders. New suppliers—those who aren’t already in active engagement—aren’t getting responses because they aren’t taking the time to call. The result? Suppliers are missing out on opportunities to build real relationships.

At The Channel Advisors, we’ve talked about "2am trust"—the kind of trust that’s built over time, so that when things go wrong at 2am, your partners know they can count on you. But this level of trust has to start somewhere, and it doesn’t begin with an email. It starts with a conversation. What if, instead of letting automation handle it all, we picked up the phone after each national event and made personal follow-up calls to the partners we met? What if we coordinated with our marketing teams to ensure our follow-up strategy is aligned and consistent?At The Channel Advisors, we’ve talked about "2am trust"—the kind of trust that’s built over time, so that when things go wrong at 2am, your partners know they can count on you. But this level of trust has to start somewhere, and it doesn’t begin with an email. It starts with a conversation. What if, instead of letting automation handle it all, we picked up the phone after each national event and made personal follow-up calls to the partners we met? What if we coordinated with our marketing teams to ensure our follow-up strategy is aligned and consistent?

Imagine how much more impactful it would be if Channel Managers, Channel Leadership, and Marketing were all on the same page. The follow-up wouldn’t feel fragmented or disconnected. Instead, partners would get a consistent message from every department. The relationships you build in those follow-up calls could be the foundation for lasting, meaningful partnerships.

The Channel is evolving, and we’re entering what I like to call "Channel 2.0." It’s time to embrace this new era. I encourage all suppliers to take a step back and rethink their follow-up strategies before attending the next event. Work closely with your teams to develop a plan that ensures your follow-up is more than just another email campaign. Let’s get back to what really works—connecting, listening, and building trust. Channel 2.0 is waiting, and it starts with picking up the phone.