The shift from transactional to solution selling is difficult because channel economics are traditionally built on volume. Partners are hesitant to invest the extra time required for consultative selling when the immediate financial incentive isn't there. Vendors must bridge this gap with co-selling, co-creation, and enablement to prove the ROI of a value-based approach.

A key "aha moment" was realizing the goal is to be seen not as an outside seller, but as a contributing member of the client's own team. This mindset shifts the relationship from transactional to a collaborative partnership focused on shared success, fundamentally changing the sales dynamic.

To shift from reactive 'order takers' to strategic advisors, partner marketers should first document their sales counterparts' specific goals (e.g., net new logos, deal registrations). This 'working backwards' approach aligns all marketing activities to sales objectives, building trust and ensuring marketing serves as a strategic partner, not just an execution arm.

In a supportive culture, managing underperformance starts with co-authored goals upstream. When results falter, the conversation should be a diagnostic inquiry focused on removing roadblocks. This shifts the focus from the person's failure to the problem that's hindering their success, making tough conversations productive.

Partners will inevitably find every flaw in your product, go-to-market strategy, and internal processes. Instead of viewing this as a nuisance, intentionally bring them in early to stress-test your systems and gather invaluable feedback before scaling your channel.

Effective coaching follows a three-step process: Identify a metric-based performance gap, validate the specific rep behaviors causing it, and then co-create a coaching plan focused on improving those behaviors, not just the lagging metric.

The debate between being product-led vs. sales-led is a false dichotomy that creates friction. Instead, frame all functions as fundamentally 'customer-driven.' This reframing encourages product teams to view sales requests not as distractions, but as valuable, direct insights into customer needs.

Instead of saying 'no' to partner requests for low-ROI activities like golf events, use data as an anchor. By presenting the past results (or lack thereof), the conversation shifts from a subjective refusal to an objective, collaborative effort to find more effective, pipeline-driving alternatives. This protects the relationship while enforcing financial discipline.

Framing a meeting around "alignment" invites defensiveness and departmental finger-pointing. Calling it a "Go-to-Market Meeting" re-centers the conversation on shared business problems like pipeline and retention, fostering collaborative problem-solving instead of blame.