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Sales and Marketing Channels: How to Build and Manage Distribution Strategy
by Julian Dent and Michael White
Published: 2018
Recommended by Books of the Channel
Categories: go to market, partnerships
Why should you read it?
Because it provides the foundational language and economics behind everything we do. If you've ever struggled to explain why your partner margin matters, how value gets split across tiers, or why a two-tier model behaves differently from direct sales — this book gives you the framework. It's especially useful for partner pros who need to work with finance, product, or pricing teams, because it brings clarity to the often fuzzy mechanics of channel design. It's not light reading, but it's indispensable if you want to speak the language of GTM strategy fluently.
What is the book about?
"Sales and Marketing Channels" is a comprehensive and analytical guide to designing, managing, and optimizing go-to-market channels. Dent and White approach the topic from both strategic and financial perspectives, covering everything from pricing architecture and margin structures to channel conflict and segmentation. It's used as a textbook in many business schools, but it's also grounded in real-world application — with references to companies like Apple, Unilever, and Cisco to illustrate how different channel models succeed or fail depending on how they're structured and incentivized.
Best takeaway
The author drives home the idea that partner-sourced revenue isn't a side channel, but a multiplier. He explains that when partners are deeply integrated into the revenue cycle, they don't just bring new leads: they accelerate deals, increase win rates and expand reach into accounts you'd never get into alone. But this only works when partnerships are not siloed off in a corner, but fully embedded into the systems, metrics and mindset of the go-to-market team.
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