Signing a distributor is the easy part

Signing a distributor is the easy part.

I've watched companies spend months finding the right partner, negotiating the contract, celebrating the signing. And then leave them completely alone to figure it out.

Three months later the partner is selling something else from someone who showed up.

The first 90 days after signing are the most important in any channel relationship. Onboarding, training, first deals, first QBR.

If you don't show up in those 90 days, you've signaled that you won't.

Partners don't renew agreements. They renew relationships.