Claudette Atkinson - Why Distribution Keeps Reinventing and Thriving | Partnerships Unraveled

In this episode, we sit down with an industry veteran, Claudette Atkinson, whose journey spans vendors, partners, and distribution, offering a 360-degree view of the channel that’s rich with insight. Together, we unpack why distribution keeps getting written off, only to come back stronger, and how reinvention, creativity, and data are at the heart of its resilience.

We touched on:
Why distribution keeps thriving despite repeated predictions of its demise
The strategic power of empathy gained from experience across the channel
How distributor-led marketing is innovating well beyond expectations
The evolving role of distributors as service providers and what’s coming next with AI and data

For anyone serious about understanding where distribution is headed, this episode offers a grounded, strategic view from someone who’s seen it all and still sees what’s next.

Chapters
00:00 Introduction to Partnerships and Distribution
02:58 The Resilience of Distribution
05:52 Empathy in Channel Strategy
08:55 Marketing's Role in Distribution
11:54 Talent Retention in Distribution
15:05 The Future of Distribution and AI

Connect with Claudette:   / claudette-atkinson  
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Spotify - https://open.spotify.com/show/5LBehmU...

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