What Partners Expect vs What Suppliers Can Deliver
One of the most consistent sources of friction in the channel isn’t intent. It’s expectation. On the surface, most relationships in the channel start from a good place. Partners want to serve their customers well, suppliers want to support partners and grow the business, and there’s alignment in the goal. But as soon as real […]
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 […]