SALT Strategies

From Channel Chief to Chief Strategist → Driving Sustainable Growth in the I.T. Channel

I’ve built and led $25M+ GTM engines from the inside: aligning sales, marketing, and partner ecosystems to move pipeline, not PowerPoints.

Now I work with vendors and MSPs ready to tighten focus, accelerate partner performance, and scale with purpose.

Book a Chief-to-Chief Call
Tracie Crites 2025 CRN Awards
Proven Growth. Trusted Leadership.
Pipeline Influenced
Across leading IT channel vendors through SALT Framework execution
Growth in Partner-Sourced Revenue
Average increase after strategic alignment and GTM acceleration engagements
CRN Channel Chief & Women of the Channel Honoree
Recognized nationally for channel growth and leadership excellence.
Chief-To-Chief

Framework to Field
The SALT Framework™ isn’t theory — it’s the operating system behind $MM+ in channel growth.

Every stage (Source, Anchor, Light, and Thrive) translates into focused moves that turn strategy into revenue.

See How SALT Works → (Explore the advisory programs built for IT vendors ready to grow with precision.)

Brand & Go-to-Market Strategy for IT Channel Leaders

Services

You’ve carried a revenue target. You’ve sat in the war rooms. You don’t need another consultant, you need a strategic partner who’s led from the inside and knows how to align brand, sales, and story into one growth engine.

Every engagement is powered by the SALT Framework — Source. Anchor. Light. Thrive.

Clarify your story. Own your position. Align leadership.

We uncover your brand Source, define market position, and align the exec team around a narrative that sales and partners can actually use. Your next event becomes the first public proof.

You get: brand audit • positioning & message hierarchy • executive working sessions

Fast win (30–45 days): approved positioning + messaging stack adopted by sales and channel.

Book a Chief-to-Chief Call

One playbook. One story. Measurable pipeline.

Connect marketing, sales, and channel under a single GTM. Campaigns, partnerships, and events point at the same targets and KPIs.

You get: bi-weekly strategy sessions • leadership storytelling coaching • team workshop

Fast win (first cycle): one co-created campaign hits pipeline and partner-sourced-revenue targets.

Book a Chief-to-Chief Call

Board-level marketing leadership — without the full-time cost.

For growth-stage vendors/MSPs aiming to lead a category. Embedded CMO who aligns brand, sales, and partnerships to a quarterly operating plan.

You get: weekly C-suite cadence • quarterly leadership workshops • vendor & KPI oversight

Fast win (quarter 1): positioning clarity, exec alignment, and a working GTM calendar with KPIs.

Book a Chief-to-Chief Call

Know which events drive revenue — before you spend.

Assess fit, visibility, partner recruitment, and post-show motion. Decide what to stop, start, and double-down.

We evaluate: event selection & audience fit • brand/executive ROI • partner recruitment & follow-up

Output (2 weeks): executive report with keep/kill event list, target personas, and follow-up plays.

Book a Chief-to-Chief Call

Turn strategy into flawless execution.

White-glove implementation via trusted operators: partner programs, GTM campaigns, executive visibility, and event activations.

Entry criteria: advisory in place and targets agreed.

Focus: channel programs • integrated campaigns • event activation • performance dashboards

Book a Chief-to-Chief Call

Short, high-impact sprints to amplify momentum or solve a targeted gap.

EnhancementDescription
Executive Visibility SprintBuild leadership presence and voice of authority.
Brand Storytelling WorkshopAlign the company to one narrative stack.
Crisis & Change CommunicationLead with clarity during sensitive shifts.
Community & Partner Program DesignBuild ecosystems, not transactions.
Book a Chief-to-Chief Call

You’ll leave every engagement with approved positioning, a working GTM plan, and one executable campaign ready to run. If we miss a deliverable, we add a working session at no cost to close the gap.

Book a Chief-to-Chief Call

Transformations, not experiments.

Work

Real results from the trenches of channel growth.

Channel Vendor Growth
Breach Secure Now

Before → After:
300 → 4,000 customers • $2M → $25M revenue
Role(s):
VP of Sales & Marketing → Chief Channel Officer
What changed:
Built a repeatable partner motion, clarified positioning, and turned events into pipeline—tight enablement, tighter follow-up.

MSP Marketing & Channel Build
CorKat Data Solutions

Before → After:
Concept → Strategy
Role:
Marketing & Channel Leadership
What changed:
Launched private-cloud services, built the first channel program, and created the marketing engine that drove scalable growth.

Civic Leadership
Mayor of Frederick, Colorado

Before → After: Budget crisis → GFOA Excellence Awards
Role: Mayor (2nd term)
What changed: Rebuilt trust and fiscal clarity under Covid-19 pressure. More.

Street Cred
Industry Recognition

CRN Channel Chiefs (4×) & Women of the Channel • National leadership awards
Now: Advising select MSPs & vendors on channel growth, event ROI, and C-suite GTM alignment. Book a Chief-To-Chief Call.

  • The kind of leader who elevates those around her and leaves a lasting impact.

    “Tracie thrives in every role she takes on—whether serving as Mayor or excelling as a technology specialist. Her leadership style blends vision with action, making her both inspiring and effective.”
    Joe Pannone - MSP Influencer testimonial
    Joe (Joey Pinz) Pannone
    MSP Influencer | Founder of ForzaDash for MSPs

  • He just gets it.

    “He just gets it. Clean design, thoughtful UX, smooth handoffs. If you want someone who actually listens and delivers — work with Caleb.”
    Mark D.
    Product Lead at Northworks

  • Devs keep asking for him.

    “You know someone’s good when your devs keep asking if he’s available for other projects.”
    Julian T.
    Creative Director at Studio Arc
No fluff. No guesswork.

The SALT Framework

The same four-step system used to grow one vendor from hundreds to thousands of customers and scaled recurring revenue into the eight figures.

SALT turns complex go-to-market challenges into clear, repeatable moves.

1. Source

Uncover what truly makes your brand valuable—your delivery strengths, team expertise, and client outcomes. Strip away “we’re different” clichés and anchor everything in proof.

Result: Authentic differentiation grounded in real capability.

2. Anchor

Define your sweet spot: ideal client, specialization, and vertical focus. Shape messaging that speaks to executives in business outcomes, not features.

Result: Positioning that attracts high-fit partners and commands premium pricing.

3. Light

Turn every touchpoint—case studies, certifications, events—into credibility signals. Show transformation, not participation.

Result: Consistent proof across your market presence.

4. Thrive

Execute campaigns that drive recurring revenue and partner activation. Measure what matters—pipeline velocity, retention, profitability.

Result: Measurable growth in recurring revenue and retention.

1. Source

Uncover what truly makes your brand valuable—your delivery strengths, team expertise, and client outcomes. Strip away “we’re different” clichés and anchor everything in proof.

Result: Authentic differentiation grounded in real capability.

2. Anchor

Define your sweet spot: ideal client, specialization, and vertical focus. Shape messaging that speaks to executives in business outcomes, not features.

Result: Positioning that attracts high-fit partners and commands premium pricing.

3. Light

Turn every touchpoint—case studies, certifications, events—into credibility signals. Show transformation, not participation.

Result: Consistent proof across your market presence.

4. Thrive

Execute campaigns that drive recurring revenue and partner activation. Measure what matters—pipeline velocity, retention, profitability.

Result: Measurable growth in recurring revenue and retention.

Chief-to-Chief

From Framework to Execution
If your story, strategy, or events aren’t producing measurable impact, it’s time for a new approach.

You don’t need another consultant … you need a Chief who’s carried the targets, built the teams, and delivered the results.

Ready for leadership that’s actually led?

Contact

Bring one channel problem. Leave with a 3-move plan. No pitch.

  • Who this is for: CEO, CRO, Head of Channel/ Partnerships/ Marketing with a 2026 revenue target.
  • What we’ll do in 30 minutes: 1) Your target, 2) what’s blocking it, 3) the next three moves.
  • You’ll get: a recap and next steps within one business day.
  • What this isn’t: a capabilities tour or pricing rundown.
  • Confidentiality: NDA available on request—happy to sign yours or send ours.
Chief-to-Chief: Your Next Move
Tracie Featured in the Daily Salt

Ready to turn insight into impact?
Your next move starts here. Click below to book a Chief-to-Chief session and leave with clarity, alignment, and three executable plays for your 2026 growth target.

© 2025 – Salt Strategies