About Gemma
Hi. I’m Gemma, founder of Archer. I've spent 20 years in channel marketing and strategy, working for multinational vendors like Sage and Palo Alto Networks, distributors, and award-winning agencies. I pioneered ABM through partners and have been nominated for numerous industry awards for my own work and that of my clients.
More importantly: I've been in your exact position, under the same pressures, making the same tough decisions about channel investment and partner strategy.
My superpower? I can spot what's not working in your channel marketing strategy because I've seen it from every angle – I’ve worked for vendors, distributors, resellers and agencies.
As well as that, I’m delighted to have been a judge for the CRN Sales & Marketing awards since 2019 and really enjoy seeing the entries each year. It’s a great privilege being able to help choose the winners with my fellow judges.
I’m an LGBTQIA+ ally and advocate for Mermaids, who were a huge support to our family when my son came out as transgender and throughout his process of transition. My son, Leo and I, wrote a book about what it’s like to come out, live as and parent a trans child, which was published in 2025. You can see more about that at www.between book.co.uk and you can order the book from Amazon, Foyles, Waterstones and Barnes & Noble – just search ‘Between + Telford’ to find it!
I also strongly believe in helping others. Toni Morrison said ‘Just remember that your real job is that if you are free, you need to free somebody else. If you have some power, then your job is to empower somebody else.’ I know that I was sometimes able to take a step up in my career because someone believed in me. And the most rewarding times in my career have been when I’ve been able to do give someone else that chance. If you’d like me to mentor you, please drop me a line and let me know why.
“I've had the pleasure of working alongside Gemma now at two different companies...and certainly hope that our paths cross again at future companies. I would recommend Gemma because she is one of those marketeers who has her finger on the pulse of business and understands that Marketing campaigns can't be confined to the computers at HQ, but rather exist to generate business and influence opinions at the field level. She is professional, diligent, and serious, but always works with a smile.”
Jason Beal, President, Exclusive Networks
Email:
LinkedIn:
www.linkedin.com/in/gemmatelford/
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