Channel Strategy & Execution

Channel remains the dominant route to market for most enterprise technology, and the quality of a channel program is one of the largest determinants of commercial leverage a company can build. The programs that produce durable partner-sourced revenue share a common architecture: a clear partner segmentation and coverage model, program economics that allow partners to profitably prioritize the vendor, enablement that is actually delivered rather than documented, and an operating cadence that measures partner-sourced and partner-influenced contribution weekly rather than at quarterly business reviews.

We work with technology companies to design and operate channel programs that meet that bar. Engagements range from early-stage channel program design through established program optimization and channel marketing execution. The team is staffed with operators who have led channel at scale across distributor, VAR, and systems integrator ecosystems, and the work is informed by a continuous view of partner economics and vendor program design across the broader market.

Our practice covers:

• Partner segmentation and coverage model design across distributors, VARs, MSPs, SIs, and technology partners
• Program economics including tiering, margin structure, deal registration, and co-sell motion
• Partner enablement including training curriculum, technical certification, playbooks, and battle cards
• Channel marketing strategy and execution including through-partner demand generation
• Incentive program design covering MDF, SPIFs, rebates, and performance-based programs
• Partner engagement cadence including QBRs, executive sponsorship, and communications
• Performance measurement including partner-sourced and partner-influenced revenue attribution