Channelscaler’s New Capabilities in Partner Program Automation

Channelscaler, a platform for modern ecosystems, is working to transform partner ecosystems for the AI era and innovate with purpose by adding several new modules to its next-gen, AI-powered Partner Relationship Management (PRM) platform.

PRM platform offers lead management, partner locator, and more

The platform will feature built-in intelligence and scalability to enhance partner engagement, improve retention, and drive revenue growth.

The new modules added to the platform include:

• Lead distribution management: This module will automate lead routing, reduce manual errors, and improve lead-to-deal conversion.
• Enhanced partner locator: Provides customers with an easier way to discover and connect with the right partner, now including a partner solutions marketplace.
• New partner application management: A single platform to register, onboard, and manage new partner agreements.

“Where we’ve invested in our platform is making it easy for [partners] to quickly see who’s easy to work with,” Kenneth Fox, founder and CTO of Channelscaler, told Channel Insider in an interview. “As in: how can I quickly register that deal and not have to fill a bunch of boxes? We route that deal automatically, but we also show them the upfront value of that deal, both the upfront discount, but also what’s the propensity for a rebate on that. So, we’re really trying to help the partner understand which vendor is better to bring that deal to, not just on the front end, but what’s the holistic picture?”

Additionally, the platform will come with new AI-powered capabilities:

• Document intelligence: Accelerates incentive approvals by automatically validating proof-of-performance submissions.
• AI Deal Registration Agent: Helps partner managers review and action deal registration requests faster and more accurately.

Channelscaler leaders tell Channel Insider why they are focused on AI where it matters

“We’re not chasing the AI high. We’re really trying to embed AI where it matters because there’s a lot of noise,” Margaret Adam, director of product and partner marketing for Channelscaler, said in an interview. 

Adam detailed that when she speaks with customers about AI needs, she structures it by thinking about separate pillars. This first pillar is around the agency AI and thinking of it as an always-on 24/7 assistant.

The second focuses on workflow automations using AI to handle repetitive tasks, such as approvals, reviews, handoffs, lead distribution, and lead management, aiming to relieve the overhead from partner operations teams who are typically very lean.

The third pillar focuses on data and how to make partner data useful, enabling organizations to gain insights on next best actions or provide proactive risk assessments.

The final pillar, Adam says, involved their strategic partnerships and connecting partners to have an ecosystem around their PRM.

Forthcoming AI-enabled capabilities include:

• ChannelBot: Real-time, in-platform guidance that helps partners navigate processes without relying on support.
• Smart Designer: AI prompts and what-if modeling to help teams build and adapt programs in less time.
• Module-Specific Agents: Step-by-step support for workflows like market development fund (MDF) claims, incentive submissions, and business planning.

“We sat down a number of months ago– almost a year ago– to figure out: What’s our AI strategy? What are the areas that matter most to our customers and how can we deliver against those?” Fox added. “This was the culmination of that.”

Fox and Adam say that the roadmap for these capabilities will be consistent and can be expected in Q1, Q2, etc. of 2026.

“We have very regular releases. I don’t think anyone can have a vision beyond next year, really,” Adam told us. “Our roadmap and those capabilities that we spoke about are all coming out over the course of this year and next year.”

Ease of business remains top of mind for the company

The company’s key focus is ensuring ease of doing business and creating a frictionless channel for partners. Their customers are the vendors, and they help them win partner mindshare. According to Fox, that’s what they spend all of their energy on.

“In terms of our broader AI strategy, I strongly believe it’s not going to transform your partner program or your partner strategy unless you build it with purpose, so that’s really what we’re doing,” said Adam. “We’re embedding it, one workflow, one use case, one action at a time, and really trying to show measurable impact with each of those, which I think is so important because there’s a lot of AI for AI’s sake at the moment.”

Channelscaler, founded earlier this year through the combination of Allbound and Channel Mechanics, has been making foundational moves for growth in recent weeks. Read more about the company adding Brian Martin as CEO and the experience he brings to the helm.