Ep.95 Why Aren't Our Channel Partners Delivering Like They Used To
May 13, 2026
Your channel partners used to be a predictable source of revenue. Referrals came in consistently, deals moved faster, and partnerships felt automatic. Now? Revenue is less predictable, channel engagement is weaker, and partners are prioritizing someone else.
Topics covered:
- Why “if you know, you know” industries are disappearing
- How AI and buyer research are reducing dependence on channel partners
- Why channel partners no longer work for you — you work with them
- The shift from transactional channel relationships to strategic partnerships
- How to make your company easier for channel partners to sell
- Why channel partners follow momentum, visibility, and market demand
- Modernizing channel programs with training and enablement
- Using LinkedIn connections strategically to support channel growth
- How to co-market and co-sell with channel partners
- Why customer experience impacts channel partner loyalty
- The importance of creating sales enablement tools for channel partners
- Strategic ways to categorize and prioritize channel relationships
- Why commission alone is no longer enough to keep channel partners engaged
- How to create mutual value instead of one-sided referral expectations
- Building channel partner loyalty through support, education, and collaboration
- Why companies need a proactive channel strategy instead of reactive relationship management
Key questions answered:
- Why are my channel partners sending fewer deals?
- Why don’t channel sales work like they used to?
- How has AI changed channel partner relationships?
- What do channel partners want from vendors today?
- How do I improve channel partner performance?
- How do I make channel partners prioritize my company?
- What makes a strong channel partnership?
- How do I support channel partners without a huge budget?
- Should I compete directly with my channel partners?
- How do I modernize my channel sales strategy?
- What sales enablement materials should I provide channel partners?
- How do I create momentum that channel partners want to join?
- Why is customer experience important for channel sales?
- How do I identify which channel partners are worth investing in?
Learn how to stop treating channel partnerships as passive revenue streams and start building strategic relationships that drive long-term growth.