A channel partner is a company that collaborates with a manufacturer or producer to market and sell their products, services, or technologies, often through a co-branding relationship. These partners can include distributors, vendors, retailers, consultants, systems integrators, technology deployment consultancies, and value-added resellers (VARs).
Partnering with channels offers various benefits and involves different partner types, such as:
Consider the following when choosing channel partners:
Channel partners and direct sales serve different purposes in a company's sales strategy. Direct sales involve selling products or services directly to the end customer, allowing for greater control over the sales process and customer feedback.
On the other hand, channel partners act as intermediaries, facilitating sales, implementation, and customer support, which can lead to lower customer acquisition costs and expanded market share without significant infrastructure investment.
Maximize relationships with channel partners by:
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