In this episode of The Channel Zone Podcast, Mark Edwards is joined by Fiona McKenzie, CEO of digital marketing agency Revere (now part of MarketBridge), to unpack what “digital marketing” really means in the tech channel today—and why it’s become so complex.

Fiona explains how messy the modern buyer journey has become: more channels, more content, bigger buying groups, and more cautious decision-making. We explore how vendors, distributors, and partners each play a different role in reaching the end customer—and why partner marketing can’t be an afterthought when vendors go increasingly route-to-market via ecosystems.

A big theme is AI transformation—but with a reality check: many organisations still haven’t nailed the basics. Fiona shares why MarTech stacks often become “all the gear, no idea,” with tools that don’t connect, aren’t optimised, and fail to produce true attribution. Her message is simple: simplify the engine first, then use AI to accelerate the right outcomes—especially by eliminating “time drains” like endless feedback loops, stakeholder misalignment, and slow content cycles that lose sight of the customer.

We also dig into the classic sales vs marketing divide (yes, it’s still real), why the word “lead” causes chaos, and how leadership teams should rethink KPIs using more meaningful impact measures tied to growth. Fiona argues that marketing is fundamentally commercial—and that alignment works best when the C-suite unites sales and marketing around one shared growth strategy.

To close, Fiona shares a memorable channel hospitality story from her years running events—highlighting that the most powerful moments aren’t the PowerPoints… they’re the human connection, shared laughter, and camaraderie that keep people coming back year after year.