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The intersection of channel related technologies and optimized process is our happy place.

Penultimate Channel Marketing is passionate about providing best practices to help technology companies optimize and launch successful partner marketing initiatives. We focus on providing your team with the right tools and resources to see your partner ecosystem thrive. 


Whether you are a technology company looking to expand your channel marketing program, maximize your investment in a new partner marketing tool, or are looking to take your partner marketing program to the next level, we can help.


In track and field jumps, the penultimate (second to final) step is crucial for setting up for a successful launch and an optimized jump. Similarly, Penultimate Channel Marketing helps companies get setup for launching successful partner marketing initiatives.

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In many technology companies, partner marketing gets pushed down the to-do list. If you find yourself in need of a little inspiration or help with one-off projects, we can help as an outsourced partner marketing resource.


Technology is a great way to help expand and enhance channel relationships. Investing in a PRM or a Partner Marketing Automation tool is a great first step, however getting it optimized for channel use can be exhausting. Let us help manage the project, alleviate the stress, and get you off and running.


Looking to reach new VARs and implementation partners? We can help prep partner recruitment documents, develop scalable partner marketing plans, and setup implementation partner marketplace listings.

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Seattle, WA, USA


Thanks for reaching out! We'll be in touch soon.

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Kristen provides over 10 years of channel expertise, with a unique perspective of working from both a VAR and ISV point of view. Prior to starting Penultimate Channel Marketing, she spent 5 years at Avalara, most recently as a Senior, Partner Marketing Manager focused on the Salesforce and recurring billing ecosystem. She also has experience with Sage, Microsoft, and Acumatica channels. During her time in partner marketing, she developed a deep understanding of the intricacies, challenges, and creativity needed to maximize partner relationships, working with referral type of partners from across the US and Canada and integration partners ranging in size from a handful of customers to the world's largest partner ecosystem.


Kristen is passionate about building scalable partner marketing programs and optimizing partner tools to help technology companies expand their reach. She thrives on the creativity and problem solving that each new project requires.


Kristen graduated from Whitworth University with a double major in Marketing and Business Management. It was while competing in sprints and jumps with Whitworth's Track and Field team that she learned the value of the penultimate step.

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