---
title: Reseller and Channel Programs — RGM Training
url: https://realgrowthmatters.com/training/partner-channel-marketing/reseller-and-channel-programs/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/training/partner-channel-marketing/reseller-and-channel-programs/
---

[Home](../../../index.html) › [Training](../../index.html) › [Partner & Channel Marketing](../index.html) › Reseller and Channel Programs

RGM° · Training

# Reseller and Channel Programs

Channel revenue 30-60% at scale. Types, economics, enablement, channel conflict, compensation, measurement.

### What you will learn

1. [Why reseller programs matter](#why)
2. [Reseller types](#types)
3. [Economics](#economics)
4. [Enablement](#enablement)
5. [Channel conflict](#conflict)
6. [Compensation](#compensation)
7. [Measurement](#measurement)
8. [Advanced](#advanced)
9. [Mistakes](#mistakes)
10. [Checklist](#checklist)

## Why reseller

Resellers extend reach into markets, segments, and geographies you can't serve directly. For B2B SaaS at scale, channel revenue can be 30–60% of total. Reseller programs require distinct strategy from direct.

## Reseller types

- **Value-Added Reseller (VAR):** Bundle services.
- **Solution Provider:** Implementation-focused.
- **Distribution Partner:** Volume distribution.
- **MSP (Managed Service Provider):** Ongoing managed services.
- **Tier-1, Tier-2 distributors:** Volume hierarchy.
- **Geographic specialists.**
- **Industry specialists.**

## Economics

- Wholesale price vs MSRP.
- Margin to reseller (20–50% typical).
- Distribution fees if applicable.
- Services / implementation revenue.
- Recurring revenue share.
- Volume discounts.
- Margin protection (MAP).

## Enablement

- Product training.
- Sales certifications.
- Technical certifications.
- Marketing materials co-branded.
- Demo environments.
- Sandbox access.
- Quarterly product updates.
- Annual sales kickoff inclusion.

## Channel conflict

- Pricing parity vs direct.
- Lead assignment rules.
- Deal registration system.
- Account ownership clarity.
- Direct vs channel compensation alignment.
- Conflict resolution process.
- Quarterly channel-direct review.

## Compensation

- Margin / wholesale discount.
- Tier-based pricing.
- Volume rebates.
- Performance bonuses.
- MDF (market development funds).
- Annual contests.

## Measurement

- Channel revenue.
- % of total revenue.
- Partner pipeline.
- Win rate with partners.
- Deal size with partners.
- Time-to-close.
- NPS by partner.
- Certified rep count.

## Advanced

- Tier structure with progression.
- Annual partner kickoff.
- Quarterly business reviews.
- Certification program.
- Deal registration enforced.
- Channel-direct alignment formalized.
- MDF process with ROI.
- Partner satisfaction surveyed.
- Annual partner advisory board.
- Cross-functional channel team.

## Mistakes

- Channel-direct conflict unresolved.
- Pricing parity absent.
- Deal registration not enforced.
- Enablement materials stale.
- Certification absent.
- MDF given without ROI.
- Quarterly reviews skipped.
- Partner satisfaction not measured.
- Tier structure static.
- Annual kickoff absent.

## Checklist

- Tier structure
- Annual partner kickoff
- Quarterly business reviews
- Certification program
- Deal registration enforced
- Channel-direct alignment
- MDF process with ROI
- Partner satisfaction surveyed
- Annual partner advisory board
- Cross-functional channel team

## Sources and further reading

- Forrester Channel Wave
- Gartner channel research
- Bob Moore Crossbeam research
- PartnerStack research
- Allbound, ZINFI PRMs
- Channel Marketer Report
- MSP industry research
- RGM B2B SaaS series
- Reforge channel curriculum
- Channel Marketing community
- MMA channel research
- SaaSwerks channel coverage

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Part of the [Partner & Channel Marketing](../index.html) series.