Channel OS™ Primer
How the channel actually runs—roles, rituals, and value in one place.
The channel is a relay. Vendors, distributors, partners, marketplaces, and customers pass the baton through eight motions that only work when every role understands what comes next.
Use this page to see the map, explore the handoffs, and grab the guidance we're codifying with operators building the next era of indirect go-to-market.
Channel map
See how every role hands off the motion
Scan the full lifecycle, then tap into the motions that matter most right now. Each card opens the quick brief for that step—what success looks like, which KPIs to watch, and the pitfalls we hear most from operators.
Vendor
Distributor/Aggregator
MSP/Partner
Customer
Lifecycle timeline
Eight motions, one rhythm
Follow the flow from spark to expansion. Every step builds on the last—select a motion to read the quick brief, then open the drawer for the deeper play-by-play.
Package offers with crisp value, pricing, and enablement guidance.
Value & economics
Follow the spend to outcomes
Each bar represents where investment, incentives, and customer value exchange hands. Highlight a flow to see the KPI story we're standardizing with our operators.
Tap a bar to see the KPI focus for that handoff.
Guided teaming
Where you fit & how to team up
Choose your role, stage, and focus area to see the first three moves we recommend. These snapshots come from real operators—the full plan unlocks inside the community.
- Frame outcomes in plain language with business owners.
- Bundle recurring services with every offer.
- Map handoffs across sales, delivery, and success.