Vice President, Americas Channel Sales
Embrace the channel as an extension of your sales team. The channel should be viewed as an employee of the company and integrated in the field go-to-market strategy. Choose channel partners as part of your program that have business structures/objectives that align to yours, not all channel partners will be able to provide a mutual benefit. Channel partners in your company’s portfolio should be committed to building a business around your organization/solution and you should be committed to maximizing their profitability. Never ever burn one of your partners: you will never get that trust back.