proven judgement

directly applied

Experience a fresh approach to consultancy in the IT channel. Success through learning, experience, knowledge, connections and clarity.

I work alongside executives, leaders and their teams to strengthen judgement, challenge assumptions, and explore the right questions—helping businesses in the IT channel learn faster, think clearer, and move decisively toward their goals.

CxO, founder, dog walker

Matt Ruskin is highly experienced and multi-award winning in the IT channel, working with vendors, distributors, resellers, and industry stakeholders to sharpen strategy, accelerate growth, and improve market execution. As a former channel leader and founder, Matt combines deep commercial insight with a practical understanding of how the channel really operates. He is trusted by senior executives for his clear thinking, independent judgement, and ability to cut through complexity to what actually drives results.

Key achievements include:

  • Founder and CEO of successful channel‑focused business, Channel Edge - winner of CRN’s Channel Service Provider of the Year (Support) 2025, 6 years continuous growth, global brand clients, elite team

  • CCO of Nordic SaaS legends, Rejoose, elevating global brand awareness, negotiating worldwide agreements with TD SYNNEX, Lenovo, HP, Dell and more

  • Judge for CRN Awards for 9 years, assessing growth, impact, and innovation on the Distribution panel

  • Led partnerships and alliances with global channel organisations such as Lenovo and OKI, high impact strategy and execution significantly raising channel impact in very different technologies and markets

  • Regularly supports boards and leadership teams with market insight and positioning, nurturing connections and relationships with access to a fantastically broad panel of channel leaders and experts

“WORK hard,

rest well,

stay calm,

keep the faith.”

  • I will take the time to understand where you are and where you want to be. Apply what I learn to ask questions, challenge and explore new ground together.

  • Deeper analysis on the opportunities identified to actively seek potential solutions, evaluate risk of action/no action and align ownership.

    A wish, a plan, no plan, succession planning, crisis management, here is where we build our to-do list.

  • Working the plan, maintaining an appropriate level of review meetings, monitoring impact and remaining available for ad hoc advice and feedback.

    In the room, around the office, online, as present as is required, always curious.

  • Each project or engagement will include a timeline from a single day to multiple quarters with a completion report at each critical step.

    Result metrics could be as simple as a single-action achieved, up to a series of commercial metrics hit. Workings out, explanations and follow up advice always included.

  • "Matt has a considered and inquisitive style, asks questions that matter, including some that not everyone is comfortable asking but often cracks open a new way of thinking or approach."

    David Watts, Managing Director TD SYNNEX UK&I

  • "He consistently shows a willingness to embrace new challenges and approaches every opportunity with enthusiasm and integrity. In his support of me, Matt has been exceptional demonstrating reliability, insight, and professionalism across both personal, professional and in a philanthropy contexts."

    Chris Robshaw, Former Harlequins and England Rugby captain. Co Founder of the Kerslake Robshaw Foundation

  • "He has a great understanding of how partners tick, and how to maximise mutual opportunities. He has integrity and character and is a pleasure to work with."

    —James Baker, GIACOM

  • "Matt combines deep IT channel knowledge with rare commercial instinct. He makes business feel personal - without overstepping. That balance is harder to find that It looks."

    Manuel Aguirre, Sr. Manager Global Sustainability, TD SYNNEX

  • "Matt has a wonderful mix of experience, leadership skills, customer focus and tenacity.""

    —John Harber, ARO

  • "Matt has built a strong reputation among the UK IT channel as a trusted advisor and a business builder"

    —Andy Bass, Business Leader

  • "Matt is a strategic thinker, able to call upon a wealth of channel experience. An engaging personality, Matt is a joy to work with."

    —Aidan Groom, Business Leader, NED

  • "Matt has a deep understanding of Channel relationships with an open and approachable style."

    —Jon Atherton, CI Distribution

Contact ME