Multi-Partner Engagements: Leading Without Owning the Room
For most of the channel’s history, the path from opportunity to outcome was relatively straightforward. A customer had a need.A partner brought a solution.A supplier delivered the technology. Today, that reality is disappearing. The average technology engagement now involves multiple providers, advisors, consultants, distributors, and specialists. AI, automation, cybersecurity, cloud, communications, virtualization, and managed services […]
Why Being a Channel Manager Can Be a Lonely Role
From the outside, the role looks straightforward. You work with partners.You represent your company.You help drive growth. But the reality feels different once you’re in it. Because you don’t fully sit on either side. Partners see you as part of the supplier.Your internal teams see you as the voice of the partner. You’re expected to […]
The Work That Doesn’t Show Up in the Numbers
There’s a lot in the channel that gets measured. Revenue.Margin.Pipeline.Close rates. Those things matter. They always have. But some of the most important work in the channel doesn’t show up in any of those numbers. It happens in conversations no one else hears. A quick call to reset expectations before a deal goes sideways.A tough […]
The Quiet Evolution in TSD Relationships: What Partners Are Feeling
For years, TSDs built their businesses on courtship. They worked hard to win over subagents and technology advisors by positioning themselves as partners, advocates, and supporters. The group that would stand beside you, not above you. They differentiated themselves through relationships, responsiveness, and a promise to help you grow your business, not push their priorities. […]