In this episode of The Channel Zone Podcast, Mark Edwards is joined by Ed Renwick, Head of Strategic Service Provider Acquisition at Acronis—an experienced sales and partner leader whose career spans Oracle, Virgin Media, Exponential-e, and more.

Mark and Ed reconnect (with a bit of humour to kick things off, including the origin story of Ed’s beard) before getting into what really matters: how partner acquisition compares to new business sales, and why relationship-first selling still wins. Ed shares the simple commercial lens he uses in every conversation—revenue growth, cost avoidance, and cost reduction—and explains why product should come last, not first.

The discussion then turns to the role of in-person events in building real partnerships. Ed breaks down the difference between big, transactional exhibitions and smaller, “boutique” experiences that create trust and long-term alignment—complete with stories from Acronis partner events across Europe.

They also explore the post-COVID shift in sales culture: why face-to-face has come roaring back, what’s been lost for early-career sellers who started “virtual-first,” and how leaders are trying to rebuild momentum in the field.

To finish, Ed shares his grounded view on AI in cybersecurity—where it genuinely helps (automation, admin, efficiency) and where it shouldn’t be allowed to go (unchecked decision-making)—before picking his most memorable corporate hospitality experience: a rain-soaked Silverstone F1 race day, complete with pit access, celebrity moments, and partnerships strengthened for the long haul.

Topics covered: MSP partner acquisition • relationship-led selling • events vs experiences • post-COVID field sales revival • sales coaching foundations • AI in cyber & operational efficiency • corporate hospitality done right