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 […]
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 […]
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 […]
Why Some People Thrive in the Channel (and Some Don’t)
The channel is one of the greatest opportunities in business. But it’s also one of the most misunderstood. People look at the residuals, the flexibility, the relationships, the events, the community, and they assume success is inevitable if you just “work hard” or “know the right people.” But anyone who’s been here long enough knows […]
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. […]
The Hardest Part of Being a Supplier Side Channel Manager
People talk a lot about what it takes to be a great supplier side channel manager; responsiveness, product knowledge, partner relationships, internal navigation, and the ability to juggle a dozen priorities at once. But there’s one part of the job that rarely gets discussed, even though it’s the hardest and most emotionally draining aspect of […]
The Hardest Part of the Channel No One Talks About
The channel is one of the best opportunities in business. We’ve established that. It’s created careers, wealth, community, and stability for people who were willing to bet on themselves. But there’s a part of this ecosystem that rarely gets talked about, and it’s the part that quietly breaks people if they’re not prepared for it. […]
The Skills That Don’t Get Talked About. But Matter Most in the Channel
The channel loves to celebrate the loud skills; the big wins, the big logos, the big quarters. But if you’ve been around long enough, you know that the people who build real, lasting businesses in this ecosystem aren’t the ones with the flashiest presentations or the most polished pitches. They’re the ones with the quiet […]