Everyone loves to say they are “100% channel”- but is that strategy actually working, or are you just ticking a box?
In this episode, we take a hard look at why so many vendors who rely entirely on channel partners are still underwhelmed by their results. From missed upsell opportunities to poor renewal performance, the promise of scale through partners often falls short of reality.
Why? Because there’s often a fundamental disconnect between vendor expectations and what the channel is actually equipped or incentivized to deliver. We dive into one of the most overlooked aspects of this equation: ownership of the installed base and the ongoing motion to drive Customer Lifetime Value (CLV).
Who’s responsible for nurturing that customer post-sale? Who’s tracking asset data, proactively managing refreshes, upgrades, and renewals? Too often, vendors assume their partners are doing this when in reality, no one’s truly accountable. And that’s costing millions in unrealised revenue.
We unpack the myths and missteps of the “100% channel” mindset, and offer a more realistic, modern approach to partnering: one that balances trust with structure, and enables both vendor and partner to actively grow customer value throughout the lifecycle.
If you're committed to channel but struggling to unlock its full potential, this conversation is a must-listen.