EagleTree Capital, a middle-market private equity firm, has purchased The Channel Company through its managed investment funds from Stone-Goff Partners.

The Channel Company drives sales for technology providers through integrated marketing and sales services. The company aims to identify, acquire and retain channel sales partners and end-user customers.

In 2020, the firm made a key acquisition of Audienz, a consulting and services business focused on major cloud players including Microsoft, Amazon and Google. During TCC’s time with Stone-Goff, the firm evolved into an integrated marketing services provider.

“TCC is still in the early innings of building out its data and insights practice, supporting the cloud space, and leading the marketing collaboration between technology companies and channel partners,” added Hannah Stone Craven, co-founder of Stone-Goff Partners.