Voices in the Channel is a new podcast from MSP Channel Insights hosted by Sophie Milburn, created to spotlight the people and stories shaping today’s channel ecosystem. Each episode takes a human-first look at key topics across the industry, from leadership, recruitment and workplace culture to innovation, inclusion, and the impact of emerging technologies. Featuring candid conversations with professionals across the sector, the series aims to share practical insights, lived experiences and inspiration for anyone working in or connected to the channel.
AI Search: How to Be Found in the New Age of Discovery
In episode 25 of Voices in the Channel, Sophie sits down with Adam Grant from Visibility Wins to unpack the rise of Answer Engine Optimisation (AEO) and what it means for businesses trying to stay visible in an AI-driven world.
Adam explores how AI tools decide which businesses to recommend, why different sectors rely on different sources of authority, and how organisations can improve their chances of being discovered by LLMs. He also shares why genuine industry expertise, public-facing knowledge, reviews, and credibility will matter more than simply creating more content.
Tune in for a practical look at how businesses can adapt their approach to search as AI becomes part of the buying journey.
8 Oct 2026
People Buy From People: Having the Confidence to Be Visible
In this episode of Voices in the Channel, Sophie is joined by Ian Sutherland, CEO of Adaptive, to explore why personal branding has become one of the biggest differentiators for MSPs.
The conversation explores how MSP leaders can become more visible without pretending to be someone they're not and why businesses should focus on becoming trusted advisors rather than simply selling services.
Ian also shares his refreshingly honest views on leadership, company culture, handling mistakes, recruiting for personality over technical skills, and why AI is changing what customers expect from their technology partners.
Listen in for practical insights on building trust, strengthening your personal brand, and creating meaningful relationships that help you stand out in the channel.
1 Oct 2026
Finding Your Voice in a Loud Industry
What does it really take to become a voice that people listen to in the channel?
In Episode 23, Sophie is joined by Mark Jow from Phoenix47 for an honest conversation about what it really takes to build influence in the IT channel. Drawing on nearly four decades of experience, Mark shares how having the confidence to challenge the status quo can create lasting impact.
He explores why the best channel professionals aren’t afraid to advocate for their customers, even when it means questioning how things have always been done.
He also discusses why creating change requires passion rather than emotion, and how channelling that passion with purpose can turn challenging conversations into meaningful progress.
A thoughtful conversation for anyone looking to lead with authenticity and make their voice heard in the future of IT.
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