Complete Guide to Channel Partner Types and Indirect Sales Strategy
- Elena from PARTNER2B
- 6 hours ago
- 5 min read
Channel Partnerships Are Complex. Here’s How to Simplify Them
In the B2B world, partnerships are no longer optional, they are a critical driver of scalable growth.But the partnership landscape is messy: there’s a thin line between marketing partnerships and true indirect sales partnerships.
Terms like reseller, VAR, MSP, MSSP, referral partner, OEM, and ISV are often used interchangeably, even though they serve very different functions.
That’s why smart companies group these models together under the broader term "Channel Partners" but distinguish between core revenue drivers and supporting ecosystem players.
This guide will give you a clear view of which partner types matter most, how they fit into your strategy, and how to build a high-performing B2B channel.
What Are Channel Partners?
Channel partners are external organizations that help businesses sell, market, deliver, or enhance their products or services. Rather than building everything in-house, companies partner to accelerate growth, deepen customer relationships, and expand reach efficiently.
According to recent research, over 50% of B2B revenue flows through partnerships today.
Companies with high-performing partner ecosystems scale faster, retain customers longer, and outperform competitors. The key is understanding which partners drive scalable sales and which support ecosystem value.
Main Channel Partner Types: Core Drivers of Indirect Sales
These partner types directly contribute to revenue by helping you sell, deliver, or expand your offerings.
1. Resellers
Definition: Buy your product at wholesale rates and resell it to customers without adding major additional value.
Strengths:
Quickly expand market reach
Leverage reseller's customer relationships
Grow indirect sales without adding headcount
Example: An IT reseller distributing your cybersecurity licenses regionally.
2. Value-Added Resellers (VARs)
Definition: Resell your product and add value through consulting, customization, integration, or ongoing support.
Strengths:
Higher customer retention
Ability to tackle complex projects
Increase average deal size
Example: An ERP consultancy bundling your CRM platform into a full-service digital transformation project.
3. Managed Service Providers (MSPs)
Definition: Sell your technology as part of a monthly managed service, providing ongoing management, support, and optimization.
Strengths:
Recurring subscription revenue
Strong customer stickiness
Upsell and cross-sell opportunities
Example: An MSP bundling your SaaS platform into their IT service offering.
4. Managed Security Service Providers (MSSPs)
Definition: MSPs specializing in cybersecurity services like threat detection, incident response, and compliance management.
Strengths:
High customer value (security = mission-critical)
Expanding market demand globally
Larger, stickier deals
Example: An MSSP offering ransomware protection bundled with your threat intelligence platform.
5. System Integrators (SIs)
Definition: Design, implement, and maintain complex, multi-product technology solutions for enterprise clients.
Strengths:
Open doors to massive transformation projects
Become trusted advisors in C-level buying decisions
Deliver longer, multi-year engagements
Example: A system integrator embedding your HR platform into a global ERP rollout.
6. Distributors
Definition: Purchase products in bulk and supply resellers, VARs, and retailers, handling inventory and logistics.
Strengths:
Scale distribution without building infrastructure
Manage regional fulfillment
Reduce supply chain complexity
Example: A distributor warehousing and delivering your IoT hardware globally.
7. Referral Partners
Definition: Introduce your company to potential customers, but don't handle the transaction directly.
Strengths:
High-trust introductions
Low overhead
Access to niche audiences
Example: A marketing agency recommending your CRM to their clients in exchange for a referral commission.
Less Common / Supporting Partner Types: Ecosystem Builders
These partners primarily enhance brand reach, product adoption, or customer experience, but typically don't build indirect sales channels in the classic sense.
8. Affiliate Partners
Definition: Drive traffic, registrations, or app downloads via content, blogs, social posts, or email marketing. Paid per click, lead, or sale.
Important: Affiliates focus on marketing, not structured sales channel building.
Strengths:
Expand brand reach
Performance-based payouts
Scalable digital lead generation
Example: A SaaS blog linking to your signup page through an affiliate link.
9. Marketplace Partners
Definition: Vendors who list your products inside online marketplaces like AWS Marketplace, AppExchange, or Microsoft Azure Marketplace.
Strengths:
Boost discoverability
Accelerate procurement for customers
Integrate into digital buying behaviors
Example: Listing your SaaS app in the Salesforce AppExchange.
10. Cloud Service Providers (CSPs)
Definition: Large cloud platforms that offer your product within their ecosystem.
Strengths:
Massive built-in audience
Simplified deployment and billing
Enhances credibility and trust
Example: Publishing your SaaS platform as a certified solution on Google Cloud Marketplace.
11. Independent Software Vendors (ISVs)
Definition: Develop software products that integrate with your solution, expanding functionality and customer value.
Strengths:
Extend your ecosystem's capabilities
Unlock new use cases and industries
Joint go-to-market opportunities
Example: A document signing platform integrating with your project management app.
12. OEM Partners (Original Equipment Manufacturers)
Definition: Embed your technology inside their products and sell under their own brand.
Strengths:
Penetrate new verticals
Achieve high unit volumes
Deep supply chain integrations
Example: Your sensor technology embedded inside a major appliance manufacturer's smart home devices.
13. Technology Alliance Partners
Definition: Formal collaborations where two tech companies align products, roadmaps, or joint marketing without selling each other’s solutions.
Strengths:
Co-innovation opportunities
Brand association and lift
Stronger customer adoption
Example: A CRM platform integrating deeply with a major marketing automation provider.
14. Training and Certification Partners
Definition: Offer education, onboarding, or certification for your customers or partners.
Strengths:
Boosts product stickiness
Enhances customer success
Reduces support load
Example: A training academy offering certification courses for your cloud platform administrators.
Quick Comparison: Core Sales Builders vs. Ecosystem Supporters
Main Sales Channel Builders | Ecosystem and Support Partners |
Resellers | Affiliate Partners |
VARs | Marketplace Partners |
MSPs | Cloud Service Providers |
MSSPs | Independent Software Vendors |
System Integrators | OEM Partners |
Distributors | Technology Alliances |
Referral Partners | Training & Certification Partners |
How to Build a Balanced Channel Strategy
✅ Prioritize Core Sales Builders: Focus on recruiting and enabling resellers, VARs, MSPs, MSSPs, SIs, distributors, and referrals first.
✅ Layer in Ecosystem Supporters: Bring in affiliates, marketplaces, CSPs, ISVs, OEMs, alliances, and trainers as your product and audience matures.
✅ Match Partner Types to GTM Needs:
Startups: Leverage referral, affiliate, marketplace partners
Growth-Stage Companies: Expand with resellers, MSPs, VARs
Enterprise SaaS: Scale through SIs, CSPs, MSSPs, and alliances
✅ Use Data-Driven Fit Scoring: At PARTNER2B, our AI Partner Fit Score™ helps companies prioritize partners based on product alignment, audience overlap, and revenue potential.
Final Thoughts: From Confusion to Channel Clarity
Channel partnerships may seem complicated at first, but success is simple:
Know the partner types
Understand their strengths
Align them strategically to your growth goals
The strongest B2B ecosystems aren’t built by accident. They are designed carefully and intelligently.
At PARTNER2B, we help companies cut through the noise, focus on the highest-impact partnerships, and scale indirect revenue faster.
Ready to build a partner ecosystem that drives real results? Let’s make B2B partnerships simple and powerful together.
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