About Rethink›Channel

Built by specialists
who've lived the problem.

Rethink›Channel is a joint programme from Archer Agency and Rethink Demand — two specialist firms who came together because they saw the same problem from different angles, and realised they had the combined expertise to solve it permanently.

Why We Exist

Traditional channel marketing is broken.

For too long, channel marketing has operated as a second-class citizen within technology vendors' go-to-market strategies. Partners receive generic enablement materials, repetitive outreach, and programmes built for the average partner — which means they work for almost nobody.

The gap between the sophisticated, data-driven marketing that vendors apply to direct sales and what their partners actually experience is enormous. And it's costing vendors billions in unrealised partner-sourced revenue every year.

Rethink›Channel was founded to modernise partner ecosystems — bringing enterprise-grade intelligence, psychographic methodology, and proven demand generation frameworks to a sector that has been left behind.

Traditional channel marketing treats all partners the same

Generic outreach ignores 80% of partner personality types

Most vendor partner programmes lack a compelling proposition

Channel teams are under-resourced and under-tooled

There is no intelligence layer connecting partner behaviour to outreach

Revenue attribution from channel remains opaque and underreported

The Partnership

Two firms. One unified mission.

Archer Agency

Archer Agency is a specialist channel marketing consultancy with deep expertise in partner ecosystems, vendor-partner dynamics, and channel programme design. Founded by Gemma Telford, Archer has built and scaled partner programmes for some of the world's leading technology vendors.

With experience at global organisations including Sage and Palo Alto Networks, Archer brings the strategic rigour and operational expertise that enterprise channel programmes demand.

Channel strategy & programme design
Partner proposition development
Vendor-partner relationship management
Channel enablement & training

Rethink Demand

Rethink Demand is the pioneer of personality-powered B2B demand generation. The team developed the application of OCEAN psychographic methodology to B2B sales and marketing — creating a proprietary intelligence platform that delivers measurably better conversion rates.

The Rethink Engine — their flagship technology platform — profiles contacts, generates personalised outreach, and tracks intent signals in real time, giving sales and marketing teams an unprecedented intelligence advantage.

OCEAN psychographic profiling
AI-powered outreach generation
Behavioural signal detection
Demand generation strategy

The Team

The specialists behind the platform.

Gemma Telford

Founder, Archer Agency

Specialist in partner and alliance marketing within the technology sector. Former roles at Sage and Palo Alto Networks. Deep expertise in global partner marketing organisations and channel programme design.

James Taylor

Co-Founder, Rethink Demand

Co-founder of Rethink:Demand, personality-powered B2B lead generation agency. Ex Kingpin.

Mark Mills