Definition
A channel strategy is a unified plan that outlines how a business reaches its customers and drives revenue, through direct, indirect, and digital channels. It spans everything from marketing campaigns and digital platforms to third-party sales partners and system integrators.
A channel can be:
Your channel strategy defines:
- Where you meet your customers
- Who helps you sell and deliver value
- How you enable, measure, and scale those routes to revenue
Think of it as your go-to-market plumbing, the routes through which trust, leads, deals, and revenue flow.
Core components of a B2B channel strategy
Metrics that matter
Final takeaway
A channel strategy blends the power of direct human relationships, third-party credibility, and digital reach. The most effective strategies unify marketing and sales, balancing long-term channel health with short-term revenue outcomes.
AI Prompt: Build a channel strategy from scratch
Use this prompt in your AI workspace to kickstart or refine your channel plan:
Act as a VP of Channel Sales at a B2B SaaS company expanding into [add regions]. I want to launch a scalable channel program with [add channels] in those regions. Outline: – Ideal partner profiles – Onboarding and enablement plan – Co-selling and lead sharing workflows – Incentives, deal registration, and renewals – KPIs to track success in the first 12 months.
Also, give me the logic of why you arrived at the numbers.
