Distributors
Category strategy, reseller segmentation, and an activation plan your partner managers can work, built with your channel chief and the vendor business managers.
What we do
What Go-To-Market Consultancy means in practice
You are the channel chief or a partner manager at an IT distributor, and a vendor is asking what you will do with their portfolio next year. Go-To-Market Consultancy turns that into a plan your partner managers work and your resellers can sell from.
You have explained vendor business management, credit terms, and tier economics to a consultancy before. Our founder was chief revenue officer at one of Europe's largest IT distributors, so none of it needs explaining here.
Key benefits
Which resellers to fund
Your reseller base is not one audience. The plan segments it by the revenue they carry, the technical capability they hold, and whether they have anyone doing marketing. Each tier then gets a different offer.
The case you put to vendors
The plan writes the case you put to a vendor at renewal: partner counts by tier, campaign results, and the activation you can commit to. Your vendor business managers take it into the review.
Where the margin is
Category by category, the plan says which lines to push, which to hold, and which to stop funding, with the services attached to each. The services attach plan is built at the same time as the product plan.
No handover to analysts
The people in the first vendor session are the people presenting the plan at the end. Nobody junior is put in front of your vendor managers.
How it works
How we deliver Go-To-Market Consultancy
Map the portfolio and base
Map the vendor portfolio against the reseller base: who sells what today, which lines overlap, and where a vendor has reach through you and nowhere else. That map is the baseline everything else is measured against.
Score and tier resellers
Score each reseller on revenue carried, technical certifications held, and marketing capacity, then place them in tiers. Each tier gets a named offer and a named owner in your partner team.
Build the activation plan
Build the quarter by quarter plan: which vendor campaigns run and which reseller tiers they reach. Marketing development funds (MDF), claim evidence, and the owner of each claim are set at the same time.
Hand over to your team
Hand the plan over tier by tier, so each partner manager knows which resellers they own and what to offer them. Your channel chief gets the one-page version and the sell-through it is designed to produce.
FAQs
Common questions about go-to-market consultancy.
Do you work with broadline distributors?
Yes, and with specialists. A broadline plan spends most of its effort on tiering and automation across a large base, and a specialist plan spends it on depth with fewer partners.
Can you focus on one vendor?
Yes. A single vendor program can be scoped on its own, covering the category plan, the reseller tiers for that portfolio, and the case you take into the review.
Who owns the plan afterwards?
Your partner team. Owners and dates are written into the plan, and your channel chief gets the one-page version to take into vendor reviews without rebuilding it.
How does this differ from campaigns?
Go-To-Market Consultancy decides which vendors, tiers, and categories to back and what each one gets. IT Marketing Campaigns builds and runs the activity that plan calls for, across your reseller base.
Also for Distributors
More services built for your business.
Microsoft Copilot
First qualified leads within 5 days of launch.
We find the IT decision-makers evaluating Microsoft Copilot now and hand them to your sales team as qualified leads within 5 days of launch. Each lead carries the budget, the timeline, and the intent signals behind the inquiry, such as a pricing page visit.
Meridian Technology Solutions
IT Director, 85 employees, Atlanta, GA
Status
Actively evaluating
Budget
$25k to $50k
Timeline
Decision within 90 days
Licenses
50 to 100 users
Intent signals
Attended a Microsoft Copilot for Business webinar 3 days ago
Downloaded the Microsoft Copilot ROI calculator
Visited the Microsoft 365 pricing page 4 times in the last 7 days
Start here
Start with the pipeline.
Tell us what your pipeline needs to do next quarter. We will tell you plainly whether we can fill the gap, what it would involve, and whether we are the right partner. You will hear back within one business day.