In mature markets, partners own the customer relationship and use distributors as a fulfillment engine. In emerging markets (like the Middle East and Africa), this model flips. The distributor often does the heavy lifting—lead generation and opportunity development—before passing the deal to a local partner for the final transaction.
Account executives used to controlling the entire sales cycle can find a channel-only model challenging and may not initially understand how to leverage partners. The key is helping them see the channel not as a hurdle, but as a powerful force multiplier for generating introductions and assisting with the sales process.
Pure Storage's Matt Walker attributes channel success to a five-part framework. It starts with the primary goal, pipeline, and is supported by having knowledgeable people, a strong product portfolio, simple processes for ease of use, and effective programs (incentives, discounts) to motivate partners and drive success.
New hires at Pure Storage are not drilled on products and pricing during onboarding. Instead, the training focuses entirely on "business value selling." The core skill taught is understanding a customer's challenges and demonstrating how the solution helps them achieve their desired business outcomes, fundamentally reframing the sales conversation.
Pure Storage shifted from using many distributors for logistics to consolidating with fewer, value-adding partners. These distributors now actively contribute to lead generation, provide demo facilities, and offer dedicated resources, acting as a strategic part of the sales ecosystem rather than just box-pushers.