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A channel sales manager and a reseller's account executive reviewing a joint deal pipeline on a laptop in a bright office, a printed partner tier sheet on the desk, deep navy and warm amber palette

Channel Sales: What It Is and How It Works

What is channel sales? Short answer: Channel sales is the model where you sell through third-party partners, resellers, distributors, agencies, or technology firms, instead of relying only on your own direct sales team. The partner owns or influences the customer relationship, and you gain reach you could not build alone. It trades some margin and […]

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Channel Marketing: What It Is and How It Works

What is channel marketing? Short answer: Channel marketing is the practice of generating demand through your partners rather than only through your own direct team. It equips resellers, agencies, and technology partners to market your product to their audiences, and it measures the pipeline that motion produces. Done right, it turns partners into a demand […]

Partner Marketing: What It Is and How to Run It

What is partner marketing? Short answer: Partner marketing is marketing done with and through your partners to reach audiences you could not reach alone. It spans co-branded campaigns, joint content, referral and affiliate motions, and technology-partner integrations, all aimed at borrowing a partner’s trust and reach. The goal is pipeline that comes recommended, not cold. […]

What Is Channel Marketing? A Clear Definition

What is channel marketing? Short answer: Channel marketing is marketing that generates demand through your partners rather than only through your own direct team. It equips resellers, agencies, and technology partners to promote your product to their audiences, and it measures the pipeline that motion returns. In short, it is marketing that reaches buyers through […]

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*The Five Stakeholder Types in Sales* That Can be Opponents or Blockers (and how to overcome them)

In the complex sale, there are typically about five stakeholders on average and sometimes many more. Every stakeholder comes complete with their own experiences, biases, and aspirations; each of which will have an impact on your deal. It’s pretty easy to spot your biggest supporters, but can sometimes be very difficult to spot your biggest […]

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