How do channel partners impact my go to market strategy?

Heavily! You’d be wise to leverage the customer contact your best partners enjoy to inform everything you do: New product features. Benefit identification. ROI potential. What customers really want and need from you. Your best partners know exactly how to best approach customers to promote your products to them. It’s important to remember there’s a channel for a reason. Manufacturers have specific skills. Distributors have specific skills. Customer-facing partners have specific skills. Respect your partners’ skills by involving them in the development of your go-to-market strategy.