Frequently Asked Questions

How can we help you today?

How can you help?

We help software companies in need of channel sales and partnering expertise and assistance.  By complementing your existing abilities, we are able to help define and enhance your channel strategy and execution.

Projects are defined and structured in alignment with your overall business goals, strategy and policies.  For an overview of our services, please see our Services section.

What can you do?

Madden Associates offers a full range of professional channel partnering services ranging from Strategic Planning through Market Analysis and Activity Planning to Implementation and Execution. Each is backed up by years of experience and proven methodologies. 

For a list of services offered please refer our List of Services or for examples, please check out our Case Studies.

Who can you help?

We help software companies of all shapes and sizes but typically those most in need of our services are small-to-medium businesses or international companies looking to gain a presence in the UK and the rest of Europe.  

Our channel partnering expertise is not limited to any vertical market but we have specific domain knowledge and contacts in the telecoms and energy management fields.  Check out our references and case studies for examples of the people we work with.

How much do you charge?

Employing full-time channel sales and partnering staff is an expensive commitment for a small-to-medium business to take on. Working with Madden Associates offers you access to the channel sales and partnering expertise you need for your business to succeed but without the commitment of permanent headcount.

An introductory consultation is offered free of charge and without obligation.  Projects can range from a single day of advice through to full-scale projects.  Please get in touch to discuss your requirements.

How long does it take?

How long is a piece of string?  Consulting projects can range from one day to several years depending on the situation, the company and the nature of our engagement. 


A general rule is that creating and operating a successful channel partnering operation takes longer than most business leaders expect but, when done properly, delivers results significantly in excess of expectations.  Check our Case Studies for examples.

Who have you helped?

With more than 30 years in the industry, Ash Madden has worked with a full range of companies from start-ups such as Taiga Innovations to IBM.  Others include Vodafone, SAS, BrightCloud, SCC, TechData, Avnet, Orb Data, Lucent Technologies, Motorola, Nortel, Tellabs, Nokia-Siemens, Alcatel, Eirteic, gen-E, WatchMark, Vallent, Metrica, Comnitel and Compuware.  


Please check out our references and case studies for further details.