Breaking FIVE Old Channel Myths and Lies with Craig Booth: A 2024 Channel Masterclass

I love the Making Revenue Tick podcast because we tackle big topics in a conversational Masterclass format.

And this weej we were joined by Craig Booth , a seasoned channel sales strategist and author of "Channel Force: A Modern Methodology for Channel Revenue Growth."

Our discussion focused on the changing channel strategies needed to win in 2024. We debunked longstanding myths and shared strategies essential for success in today’s market.

Inspired by his Pastor at his church, the title 5 lies and 1 truth felt perfect for this conversation. Because what we did know to work just a few years ago, just isn't true anymore!

Fun fact: Craig and I may well be related. A large portion of my family is the Booths, living in Wiltshire, England. And Craig traced back his family tree to 3 Booth Brothers who left England in the 1600's. And I've done the same going back to the Washington's leaving England around the same time. With English-born John Washington who became the Great Grandfather of President, George Washington.

Here are the key insights and actionable takeaways, with direct quotes from Craig to bring this article to life before you watch/listen to the full podcast.

1. Lie: Build It and They Will Come

"It's not just about having a channel program; it's about active engagement and execution within that program," Craig pointed out. This myth presupposes that partners will come flooding in just by setting up a program. Craig emphasized the need for strategic engagement with partners, where success comes from proactive and planned collaboration rather than passive existence.

2. Lie: More Partners Equals More Revenue

Craig critiqued the scattergun approach to partnership: "Adding more partners to your network doesn’t automatically ramp up revenue. It’s about fostering deep, productive relationships with fewer, more aligned partners." This approach focuses on quality over quantity, a strategic shift towards cultivating deeper integrations and commitments with key partners.

3. Lie: Old Methods Still Work

Reflecting on the dynamic nature of market demands, Craig advised, "We can't rely on the old playbook in today’s market conditions. Innovation and flexibility are essential." This calls for a continuous reassessment of strategies and adapting to new technologies and buyer preferences which are crucial for staying relevant and effective.

4. Lie: Partners Are Just Another Sales Channel

Craig stressed the unique value of partners: "Our partners bring distinct insights and relationships to the table, which are different from direct sales channels." This insight calls for a nuanced approach to leveraging partners, recognizing their potential to penetrate markets more deeply than traditional methods allow.

5. Lie: The Harder You Push, The More You Sell

Disputing aggressive sales tactics, Craig highlighted, "It’s not about pushing harder but about structuring your approach to align deeply with partner capabilities and shared goals." This structured strategy helps build sustainable and productive relationships that yield better results over time.

One Truth: Adaptability is Key

"The only constant in channel sales is change," Craig said. Success hinges on the ability to adapt strategies dynamically, embrace new methodologies, and refine approaches in response to evolving market conditions and partner feedback.

Speak to Channel Force directly:

For those looking to optimise their channel strategies or to seek guidance, Craig can be contacted at [email protected] or on LinkedIn Craig Booth .

Enjoy reading this? Listen to the full podcast now.

As you look forward, these lessons and Craig's expertise can help you to develop more robust, responsive, and effective channel strategies for 2024. So you can succeed in your role and win in your channel efforts.

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