15 years helping Canadian businesses
choose better software

Channel Partner

A channel partner is a company or individual that promotes or sells another company's product or service by a particular method—or sales channel. Channel partners include affiliates, resellers, and vendors. A business chooses channel partners based on financial objectives, product or service type, price points, and the size of the prospective partner.

What Small and Midsize Businesses Need to Know About Channel Partner

For SMBs, using channel partners can mean an ability to scale without increasing marketing or hiring costs. Plus, leveraging a partner’s network and brand reputation lends additional credibility that can mean new prospects and customers. Bundling offerings—automated marketing software with an advertising design or copywriting package, for example—is another way SMBs can rise above the competition.

Related terms