#933 ChannelCon 2026: Jennifer Anaya - 💡 Stop Selling Technology—Start Selling Business Value

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Technology companies often talk about products, features, and capabilities when customers simply want to know one thing: “How will this help my business?”

In this episode of Joey Pinz Discipline Conversations, Jennifer Baier Anaya, Senior Vice President of Global Marketing at Ingram Micro, explains why MSPs must move beyond product-centered messaging and start communicating measurable business value.

Jennifer shares what MSPs should ask when choosing a distribution partner, why repeating the same growth playbook will not produce different results, and how distributors can help partners make better use of their money, people, and technology.

She also offers a wonderfully clear distinction between marketing and sales: marketing gives customers a reason to come to the table, while sales gives them a reason to close the deal. The conversation expands into leadership, vulnerability, coaching, peer groups, AI experimentation, and the importance of making every employee responsible for the customer experience.

Jennifer also discusses growing up around two entrepreneurs, becoming an Ingram Micro “boomerang,” supporting Girls Inc. of Orange County, and why consistency gives creative people the structure required to make meaningful progress.

Top Three Highlights

• 💼 Why MSPs should sell business outcomes instead of technical features
• 🤝 How marketing and sales can work together without duplicating roles
• 🌱 Why vulnerable leaders, peer groups, and coaches accelerate growth

#MSP #Leadership #ChannelMarketing #BusinessGrowth #IngramMicro #TechnologyChannel #JoeyPinzPodcast

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