20 Years of Channel Impact: A Celebration of Growth, Innovation, and Partnership

July marks a milestone we’re incredibly proud to celebrate: Channel Impact’s 20th anniversary. What started as a bold vision to fill a critical gap in the IT channel partner space has grown into something we could have only dreamed of back in 2005—a woman-owned managed service provider, more than 100 employees strong, serving leading technology companies across North America.

As we reflect on this journey, we’re filled with gratitude for our clients, our incredible team, and the partners who have trusted us to be an extension of their organizations.

When our founder, Laura Koob launched Channel Impact in 2005, she was addressing a market need she knew well from her days as a channel leader at Cisco. “Early in my career as a channel partner-focused employee at Cisco, we faced ongoing challenges finding outside service firms that truly understood channel partners. We’d engage a firm, only to have to spend hours or even days educating them on channel basics before we could get to the root of the project,” Laura recalls. “That’s when I saw the opportunity to build something different—a consulting firm built by channel professionals, for channel professionals.”

As one of the first managed service providers focused exclusively on the channel, Channel Impact addressed a critical market gap. “Everyone at our firm was a channel careerist. We all previously held channel roles for top IT manufacturers, distributors, or analysts. We all had walked in our client’s shoes. This competitive differentiator uniquely positioned us to understand IT channel complexities and offer immediate value to our customers,” Laura said.

What began as a boutique consulting firm quickly evolved when opportunity knocked—or rather, when economic challenge demanded innovation. When the 2008 economic downturn hit, clients turned to Channel Impact not only for channel strategy but for staffing solutions. “One client said, ‘We just lost half our partner marketing department—can you help?'” says Laura. Channel Impact answered that call, and our managed services model was born.

This pivot proved to be transformational, allowing us to deliver channel-focused resources for partner program strategy, partner marketing, sales ops, channel analytics, event management, and other specialized roles that require deep channel understanding.

What sets Channel Impact apart isn’t just our channel expertise—it’s our approach to partnership. Unlike traditional staffing firms, Channel Impact professionals are full-time employees with competitive benefits, enabling long-term client engagements and preserving institutional knowledge. This isn’t just about filling roles; it’s about building lasting relationships.

The results speak for themselves: some of our team members have been supporting the same client accounts for more than a decade. This continuity has helped our clients maintain momentum while we’ve kept the deep understanding of their business that only comes with time.

With a 20-year track record, 1,100+ managed services engagements, 2,700+ completed projects, and 100+ employees, Channel Impact has demonstrated both agility and staying power. But beyond the numbers, what we’re most proud of is the trust our clients place in us year after year.

We’ve expanded our services to include partner-specific event management, supporting global conferences and summits for top tech companies. As Laura explains, “Channel events are different. They require a specialized understanding of partner ecosystems, and that’s where we thrive.”

Our success isn’t just about expertise—it’s about culture. Built as a remote-first organization long before it became the norm, Channel Impact fosters collaboration and belonging through our “Connected Culture” initiative. We bring employees together virtually for regular check-ins, ongoing training, and community. This approach has helped us maintain high employee retention and deliver continuity to our clients.

Founded by seasoned channel executive Laura Koob, Channel Impact is a woman-owned firm that has become a trusted extension of our customers.. In an industry where women-owned businesses are still underrepresented, we’re proud to have built something that has not only survived but thrived for two decades.

Perhaps the most important lesson from our 20-year journey is this: specializing wins. “We’ve always stayed true to our niche,” says Laura. “That’s why we’re still here 20 years later.” Channel Impact’s unwavering focus on channel partner services has fueled two decades of client success and growth.

While the technology landscape has evolved dramatically since 2005, the need for specialized channel expertise has only grown. We’ve stayed committed to understanding the complexities of partner ecosystems, the nuances of channel marketing, and the unique challenges that come with building and managing successful partner programs.

As we celebrate this milestone, we’re not just looking back—we’re looking ahead. With a footprint in the U.S. and Canada, Channel Impact remains privately held and committed to reinvesting in innovation and talent to keep pace with the evolving needs of today’s IT channel partner landscape.

The channel has changed dramatically over the past 20 years, and we’ve changed with it. But our core mission remains the same: to be the trusted partner that technology companies turn to when they need channel professionals who truly understand their world.

To our clients who have entrusted us with their most critical channel initiatives, to our team members who bring their expertise and passion to work every day, and to our partners who have supported us along the way—thank you. This milestone belongs to all of us.

Here’s to 20 years of channel impact, and to many more years of empowering partner success stories together.

Ready to learn more about how Channel Impact can support your channel initiatives? Contact us to discover the difference that 20 years of channel expertise can make.