Forty partners signed. Three of them sell.

Channel programmes are almost always judged by how many partners signed. The number that matters is how many have closed a deal, and why the rest never will.

By Steve 5 min read
Abstract bridge artwork for Forty partners signed. Three of them sell.

A channel programme has a recruitment number and a revenue number, and the gap between them is where most partnership strategies quietly fail. Forty signed agreements looks like distribution. If three partners produce almost all the revenue, what exists is not a channel: it is three partnerships and thirty-seven administrative relationships wearing the same badge. The useful question is not how to fix the thirty-seven. It is why they were ever expected to sell, and what the three that do have in common. The distribution is not the problem Concentration…

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