Most B2B companies treat channel partners the same way they treated them five years ago

Most B2B companies treat channel partners the same way they treated them five years ago.

Sign a contract.

Send them product information.

Expect them to sell.

Wonder why they're underperforming.

A distributor is not a fulfillment layer.

They're a commercial extension of your team.

Train them the way you'd train an AE.

Pay them enough that the work is worth their time.

Hold them to the same accountability you'd expect from a direct rep.

Then watch what happens.