What Channel Program does

Channel Program (Channel Program LLC) operates the Strata Vendor Intelligence Suite, a subscription data platform that aggregates and analyzes real-world Managed Service Provider (MSP) transactions, contracts, spend signals, and product reviews across 6,400+ MSPs, 10,000+ users, 70,000+ products, 87,000+ contracts, and 200+ product categories. The company serves technology vendors, software companies, and solution providers that sell into the MSP channel, replacing lagging survey-based market research with real-time competitive positioning, category momentum, share movement, sentiment, and contract benchmark intelligence. Its core technology is the proprietary Strata Intelligence Engine, which uses AI and machine learning to normalize raw channel data into structured intelligence layers and power six integrated dashboards (Market, Category, Product, Sentiment, Contract, Customer Intelligence).

The platform is augmented by a Custom Research & Analyst Engagement professional services layer for board-level decisions, M&A validation, and pricing redesign work, and begins each customer relationship with a Kick-Off Assessment deliverable. Channel Program employs a hybrid go-to-market combining direct enterprise sales (30-minute discovery call followed by personalized Strata demo, pricing scaled by customer ARR tier, annual billing) with product-led growth elements (BetterTracker incentivized review program, in-platform messaging to MSPs who have requested portal access). The company is headquartered in Annapolis, Maryland, operates as a US LLC, and is led by CEO Kevin Lancaster. With 11-50 employees and a sales-led motion targeting IT vendor buyers across CEO, CMO, CRO, Channel, and Product personas, the company has built a horizontally segmented enterprise intelligence business that monetizes vendor demand for objective, transaction-grounded visibility into the MSP ecosystem.

Key gaps in the public record include the absence of disclosed revenue, ARR, funding events, named customer logos, partnerships, awards, patents, and leadership depth beyond the CEO, all of which limit the precision of any external valuation or comparable analysis.

Name

Channel Program

Legal name

Channel Program LLC

Website

https://channelprogram.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Channel Program operates Strata, a subscription intelligence platform that analyzes real MSP transactions, contracts, and spend across 6,400+ providers and 87,000+ contracts to deliver competitive positioning, category momentum, and pricing benchmark data to technology vendors selling into the MSP channel.

Ownership category

akta.pro rank

Product category

Channel Intelligence Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518), Custom Computer Programming Services (541511), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)

SIC

Services-Computer Processing & Data Preparation (7374), Services-Computer Programming Services (7371)

akta.pro primary industry

Affiliate Marketing & Partner Program Management (MPAAACAD)

akta.pro secondary industry

Network Management (LAN/WAN/Wi‑Fi) Services (BPAEABAD)

Keywords

• MSP channel intelligence
• Vendor intelligence platform
• Competitive intelligence software
• Channel sales analytics
• Contract benchmarking tools

Headquarters

HQ city

Annapolis

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations

Revenue model

1. Strata Platform Subscription: Full access to all six intelligence dashboards, initial market assessment report, and ongoing analyst access. Pricing based on customer ARR tier ensuring consistent depth of intelligence at appropriate scale. Continuous monitoring with real-time data updates across categories.
2. Custom Research & Analyst Engagement: Add-on service for board-level decisions, M&A validation, pricing redesign, or competitive repositioning requiring deeper analyst work. Includes dedicated analyst engagement, structured research report delivery, and strategy briefing sessions.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Channel Program operates the Strata Vendor Intelligence Suite, a real-time intelligence platform that aggregates and analyzes data from 6,400+ Managed Service Providers (MSPs), 10,000+ users, 70,000+ products, and 87,000+ contracts across 200+ product categories to deliver six integrated intelligence dashboards for IT vendors selling to the MSP channel. The platform is augmented by an optional Custom Research & Analyst Engagement add-on service for deeper strategic work. Pricing is structured on an ARR-tiered annual subscription basis.

Product overview

Channel Program offers the Strata Vendor Intelligence Suite — a single unified platform built around six integrated intelligence dashboards (Market Intelligence, Category Intelligence, Product Intelligence, Sentiment Intelligence, Contract Intelligence, and Customer Intelligence) that aggregate and analyze real-world MSP transactions, contracts, spend signals, and product reviews across 10,000+ MSPs and 70,000+ products. The platform is augmented by optional Custom Research & Analyst Engagement add-on services and begins with a Kick-Off Assessment deliverable. All dashboards are powered by the Strata Intelligence Engine using machine learning and AI-synthesized narratives.

Differentiator

Problem solved

Functional benefit

Brands

• Strata Vendor Intelligence Suite: The company's real-time intelligence platform built on actual MSP spend, stacks, and contracts, providing competitive positioning, category momentum, and share movement signals.

Products and services

• Strata Vendor Intelligence Suite

Quantifiable outcome

• MSP stack adoption increased +34.1% (90-day growth)
• +4 more outcomes

Segments6 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature7 records

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• PartnerStack: PartnerStack is a partner ecosystem platform that helps SaaS companies recruit, engage, and pay partners, with built-in performance tracking - comparable to Channel Program in the partner/channel management software space.
• ZINFI Technologies: ZINFI provides unified channel management solutions including PRM, partner marketing, and channel analytics - a broad channel platform comparable to Channel Program's intelligence layer for the MSP channel.
• Reveal (Cadata): Reveal (formerly Cadata) provides channel data and ecosystem intelligence for B2B vendors, tracking partner-sourced transactions and pipeline - directly comparable to Channel Program's MSP spend and contract data analytics.
• Allbound: Allbound is a partner relationship management (PRM) platform used by vendors to enable channel partners, with tools for partner portals, content, and performance tracking - a direct competitor in the channel enablement category.
• Crossbeam: Crossbeam is a partner intelligence platform that helps B2B companies identify overlapping customers and prospects with their partners, using shared data ecosystems - the most direct comparable to Channel Program's partner/channel data approach for the MSP channel.

Others

• Similarweb: Similarweb provides market intelligence and competitive web analytics used by B2B vendors for category and competitor insights - thematically related to Channel Program's market intelligence dashboards, though focused on web/digital signals rather than MSP channel data.

Broad incumbents

• Impact: Impact is a large partnership management and affiliate marketing platform with broad analytics across partner performance, contracts, and payouts - a broader incumbent in partner/affiliate analytics that overlaps with Channel Program's contract intelligence capabilities.
• Crayon: Crayon is an established competitive intelligence platform that tracks competitor moves, messaging, and market signals for B2B companies - an adjacent incumbent with overlapping use cases to Channel Program's market intelligence dashboards.
• Klue: Klue is a competitive intelligence platform that aggregates market and competitor signals for B2B sales teams - comparable to Channel Program's competitive positioning dashboards but broader in target market beyond the channel.

Emerging players

• Kochava: Kochava is a marketing analytics and attribution platform with deep data infrastructure for tracking transactions and spend - comparable to Channel Program in data-driven marketing intelligence, though focused on attribution rather than channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Channel Program