“Everything is shifting—from consumer expectations to policy frameworks, even the way we define and attribute success in B2B channels,” says Nichole Gunn, CMO of Extu. “Leaders are being asked to make smarter decisions with less clarity… We’re passionate about solving that. We’re not just another ecosystem play with aligned systems that can break all the time—we’re creating a true operating system for partner-led growth.”
In episode 167 of the Channel Journeys podcast, Nichole joins host Rob Spee to unpack what it really takes to thrive in the mid-market, arguably the most underutilized growth segment in the channel. She explores the distinct pressures and opportunities that come with supporting mid-sized partners, who often fall into a painful gray area: too small for dedicated enterprise-style treatment, too complex for SMB-style scaling.
Nichole lays out a clear case for a more streamlined, insight-driven approach to partner marketing and incentives—one that doesn’t rely on fragile integrations or cobbled-together tools. Instead, she describes how Extu enables manufacturers to deliver real value to their partners at scale, by combining automation with hands-on service, and marketing with incentives, all in a single, connected platform.
Throughout the conversation, Nichole and Rob explore several timely topics facing today’s channel leaders, including:
- Why the mid-market is a critical but often overlooked space for partner growth
- The limitations of legacy partner ecosystems and what it takes to replace them
- How to balance automation and personalization when working with thousands of partners
- What sales and marketing alignment actually looks like in a modern channel environment
- Ways to deliver measurable ROI for marketing and incentive spend—even in complex partner networks
She also addresses a growing challenge: the need to show performance, not just activity. In a channel environment where marketing ROI and sales attribution are harder than ever to prove, Nichole shares how Extu brings clarity to the chaos. Through centralized data, customizable partner experiences, and measurable outcomes, the platform empowers both vendors and their partners to make smarter, faster decisions—even when resources are limited.
If you’re a marketing or channel leader trying to reach the mid-market without compromising impact or accountability, this conversation is worth a listen.
Listen to the full episode.