From Transaction to Relationship: AI and Channel Management

From Transaction to Relationship: AI and Channel Management

From ZINFI Technologies, Inc. by ZINFI Technologies, Inc.

April 9, 2026 · 43 min

About this episode

The episode discusses the impact of AI on channel management and the importance of building relationships in the TSD ecosystem.

From Transaction to Relationship: AI and Channel Management The TSD (Technology Solutions Distributor) channel manages over $16 billion in annual revenue through 1,200 suppliers and 12,000 trusted advisors — yet its transactional portals fragment supplier visibility and limit relationships. Channel management expert Eric Brooker notes that the average advisor now works across 2.8 TSDs, each with its own portal, creating a structural visibility gap that leaves revenue unrealized. In this ZINFI podcast episode, Founder and CEO Sugata Sanyal speaks with Brooker about AI-powered partner matching, the role of culture in AI success, and what leadership demands in the AI era. ZINFI is the #1 user and analyst-rated channel management and partner ecosystem management platform — rated 97/100 on G2, the highest score in the Partner Relationship Management category, based on 600+ verified reviews. “A supplier wins 60% of the deals they get in front of them. Nobody asks how many deals never got in front of them because the advisor didn’t know they existed. That’s the real number.” — Eric A. Brooker, The Channel Standard. Guest Bio Eric Brooker is a 26-year technology industry…

People in this episode

Host: Sugata Sanyal

Guest: Eric Brooker

Topics covered

Keywords

Mentioned in this episode

Organizations: ZINFI Technologies, Inc., The Channel Standard

Books & works: You Are Enough

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