The Unappreciated Value of Channels

Channel chiefs faced with the challenging task of bringing partners’ contributions to the fore can look to the ‘channel imperative’ for inspiration.

To paraphrase Winston Churchill: The channel is the worst route to market, except for all others.

The challenge many channel chiefs face is that their superiors — the people who measure their performance and hold them accountable for their contributions – largely subscribe to that belief.

Review most earnings statements by companies selling through the channel. Even those that generate nearly all their revenue through partners rarely mention their channels as contributors to success when briefing Wall Street analysts.