Navigating The Channel Operating Model At Emerging Companies

Many emerging B2B companies (i.e., companies with less than $50 million in annual revenue) have indirect channels and partners in their go-to-market strategy. Some of these organizations plan to grow their business by revising or adding channels and partner routes to market to help sell or deliver the offering. Without a structure for quantifying and prioritizing the areas that require development or improvement, emerging companies can invest a great deal of time and resources in the channel but achieve minimal results. In this report, we define processes and activities to help emerging companies establish an indirect channel, increase speed to market, support partners, and achieve positive results.