For its $5k average deal size, SkillVari found a direct US sales model unviable, as travel costs could erase profits. Instead, they built a network of 10 regional resellers, incentivized with commissions up to 20%, to provide local, hands-on demos and support.

uSecure initially underestimated how resource-constrained MSPs are. Their breakthrough came when they moved beyond simple PDF guides and built a white-labeled sales prospecting tool. This tool helped partners automatically build a data-driven business case for their own clients, proving uSecure understood their challenges and driving scale.

The B2B sales channel has evolved from a linear reseller model to a complex ecosystem. Deals are now shaped by multiple, often unknown, partners like consultants and system integrators. Vendors must act like detectives to map this hidden influence network to succeed.

To provide maximum flexibility, Lenovo allows partners to choose their procurement path. They can either use traditional distribution channels or engage directly through Lenovo's .com engine, Lenovo Pro. This empowers partners to select the model that best fits their business operations and desired level of autonomy.

Pendo's CPO advocates for a blended approach in enterprise B2B. The product must enable self-service and stand on its own (PLG), but a skilled sales team is crucial for navigating complex procurement, building business cases, and establishing trust with large, regulated customers.

Hyperscalers are new ecosystem marketplaces, not just advanced distributors. They have fundamentally changed the B2B customer journey, invalidating traditional sales and marketing playbooks. Established tech companies must adapt to new co-selling motions or risk becoming obsolete.

A successful hyperscaler partnership requires more than just technical integrations. SentinelOne's growth with AWS was accelerated by aligning on a core technology (AI) and, critically, by leveraging Channel Partner Private Offers (CPPOs) to drive scale and growth through their existing channel ecosystem.

Enterprises are comfortable buying services. Sell a service engagement first, powered by your technology on the back end, to get your foot in the door. This builds trust and bypasses procurement hurdles associated with new software. Later, you can transition them to a SaaS product model.

In a B2B supplier or distributor model, success depends on going downstream. You must understand not only your direct partner's business drivers and KPIs but also the needs of their end-customer. This allows you to align strategy across the entire value chain.