From the Nordics to the UK and the Americas, the channel has been central to my career, driving growth through partnerships and distribution. I studied Business Studies at the University of Westminster in London and began in direct sales — door-to-door, B2B, and event marketing. That experience built resilience, taught me to read people quickly, and helped me understand how to earn the right to sell.
Later, I supported Nokia’s reseller channel in Sweden before joining video conferencing manufacturer Konftel (acquired by Avaya in 2010). There, I developed distribution across Western Europe — France, the Netherlands, Belgium, Spain, Italy, and the UK. That path eventually led me to the United States, where I set up operations and built the channel across North and South America.
In 2020, during the rise of hybrid work, I co-founded Boom Collaboration with Holli Hulett, another channel specialist. The channel remains our growth engine today. In the UK, we partner with Aldous Systems and a strong network of specialist resellers, staying focused on simple, reliable collaboration hardware and long-term relationships.
The pandemic accelerated digital-first selling. Channel professionals who once relied on face-to-face meetings had to adapt to virtual demos, written communication, and disciplined follow-up.
CRM systems are no longer just databases — they are the daily workbench, keeping partner plans, notes, and next steps in one place.
AI in video conferencing and sales is the latest shift. Used well, it improves speed and quality, but trust, empathy, and judgment still win the deal.
Upskilling is essential — mastering digital communication, CRM discipline, and AI literacy should be weekly habits for everyone.
The future belongs to professionals who combine human connection with digital competence.
Our industry sits at the heart of modern work and human connection. The pandemic proved how essential video conferencing solutions are for education, healthcare, and global business.
To attract talent, the channel must highlight:
Purpose and impact: showing how collaboration tools make a difference in society.
Career progression: the channel moves fast, offering opportunities in sales, technical support, and customer success.
Early responsibility: motivated individuals can quickly take ownership and grow.
At its core, this industry is about technology that enables human connection — and that’s what will attract the next generation of talent.
Digital skills, including AI, now matter as much as product knowledge. The key is continuous learning:
Dedicate one hour a week to learning something new.
Apply new knowledge immediately to a real task.
Share one actionable tip with your team.
Keep a simple skills list and review it monthly.
When channel partners, resellers, and manufacturers build these habits together, everyone stays current, adaptable, and effective in a fast-moving industry.
Founded in 2020 and headquartered in Austin, TX, Boom Collaboration develops innovative video conferencing and collaboration hardware solutions for today’s hybrid work environments. With products like the Boom HALO videobar, AURA, and UNO, Boom empowers teams worldwide to collaborate more effectively with crystal-clear audio and smooth video.
👉 Learn more at www.boomcollaboration.com