The Importance in Finding the Right Partners in Channel Sales
The Importance in Finding the Right Partners in Channel Sales
Why quality matters more than quantity in partner ecosystems and how better partner fit drives better revenue
Why quality matters more than quantity in partner ecosystems and how better partner fit drives better revenue
By Max Edwards
By Max Edwards
November 27, 2025
November 27, 2025
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In channel sales, more is not always better. Too many vendors chase volume over value, resulting in bloated partner lists and underperformance. The key is finding partners who truly benefit from selling your product, who align with your goals, and who want to grow with you. When the fit is right, fewer partners can drive far greater results.
In channel sales, more is not always better. Too many vendors chase volume over value, resulting in bloated partner lists and underperformance. The key is finding partners who truly benefit from selling your product, who align with your goals, and who want to grow with you. When the fit is right, fewer partners can drive far greater results.
Why the Wrong Partners Hold You Back
Why the Wrong Partners Hold You Back
There is a widely accepted rule in partnerships that says eighty percent of your revenue will come from just twenty percent of your partners. This is usually treated as inevitable. But the real reason behind this imbalance is often overlooked. It is not because all partner programs are inherently top heavy. It is because most vendors do not know what they are looking for in a partner to begin with.
There is a widely accepted rule in partnerships that says eighty percent of your revenue will come from just twenty percent of your partners. This is usually treated as inevitable. But the real reason behind this imbalance is often overlooked. It is not because all partner programs are inherently top heavy. It is because most vendors do not know what they are looking for in a partner to begin with.
When vendors take anyone who shows interest or optimise for logo count, the result is predictable. Low engagement, wasted enablement, and a long tail of inactive relationships that drain resources.
When vendors take anyone who shows interest or optimise for logo count, the result is predictable. Low engagement, wasted enablement, and a long tail of inactive relationships that drain resources.
"Most vendors could double revenue with half as many partners if they focused on the right ones"
"Most vendors could double revenue with half as many partners if they focused on the right ones"
"Most vendors could double revenue with half as many partners if they focused on the right ones"
"Most vendors could double revenue with half as many partners if they focused on the right ones"
What the Right Partners Actually Look Like
What the Right Partners Actually Look Like
The right partners do not just resell your product. They are genuinely motivated to position it, invest time in it, and win with it. That only happens when the solution makes sense for their customers and adds real value to their portfolio. A good partner sees your product as a revenue driver, not a side project.
The right partners do not just resell your product. They are genuinely motivated to position it, invest time in it, and win with it. That only happens when the solution makes sense for their customers and adds real value to their portfolio. A good partner sees your product as a revenue driver, not a side project.
You also need alignment. Shared ICP, clear commercial model, cultural fit, and joint ambition to scale. Without those, even capable partners struggle to produce results.
You also need alignment. Shared ICP, clear commercial model, cultural fit, and joint ambition to scale. Without those, even capable partners struggle to produce results.
Why Partner Fit Matters More Than Volume
Why Partner Fit Matters More Than Volume
Why Partner Fit Matters More Than Volume
Better fit means fewer deals falling through, fewer partnerships to manage, and more revenue per partner over time
Better fit means fewer deals falling through, fewer partnerships to manage, and more revenue per partner over time
Better fit means fewer deals falling through, fewer partnerships to manage, and more revenue per partner over time
This mindset shift is how top vendors break the eighty twenty trap. They stop trying to activate everyone and instead build fewer, deeper, higher performing partnerships.
This mindset shift is how top vendors break the eighty twenty trap. They stop trying to activate everyone and instead build fewer, deeper, higher performing partnerships.
It is not just about who can sell your product. It is about who should.
It is not just about who can sell your product. It is about who should.
Key Takeaways.
Key Takeaways.
Finding the right partners starts with knowing what you are optimising for. When you focus on value, not volume, you get stronger results and more predictable growth. Partner teams should spend less time chasing new signups and more time identifying the right fit. That is how you move from noise to revenue.
Finding the right partners starts with knowing what you are optimising for. When you focus on value, not volume, you get stronger results and more predictable growth. Partner teams should spend less time chasing new signups and more time identifying the right fit. That is how you move from noise to revenue.
Transform your sales strategy with Airstride.
Transform your sales strategy with Airstride.
Max Edwards
Max Edwards
Co-Founder & CEO, Airstride
Co-Founder & CEO, Airstride
Max leads Airstride's product development, helping businesses scale through AI powered partnerships
Max leads Airstride's product development, helping businesses scale through AI powered partnerships
