Build a Channel That Actually Produces Revenue
You've signed partners, but a handful produce everything and the rest are dormant.
Your channel revenue is unpredictable and impossible to forecast.
Partners say they're committed, then bring you nothing but the deals they'd have won anyway.
You're entering a new market and don't know which partner types to recruit, or in what order.
You have a program document nobody reads and an incentive structure nobody responds to.
Your direct team and your partners are competing for the same accounts, and it's costing you both.
Why me
Thirty years in B2B and channel sales. I’ve built and scaled partner ecosystems worldwide for companies in DevOps, application performance monitoring, CDN and cybersecurity, including Dynatrace, Keynote Systems, Verizon Digital Media, Gomez and Segue Software.
I’ve recruited resellers and systems integrators, designed partner programs from a blank page, rebuilt programs that had stalled, and run field enablement across multiple languages and markets. I work in English and Spanish, and I’m based in Barcelona.
I’m also the author of The Channel Sales Manual: the framework I use with clients, written down.
How we can work together
Five engagements, from a two-week diagnostic to part-time leadership. Each one below shows who it suits, what happens, what you get, how long it takes and what it costs.
1. Channel Strategy Sprint
A focused diagnostic and plan, delivered in two weeks.
Best for companies who know something isn’t working but haven’t pinned down what.
What happens:
- Structured review of your current program, partner mix, and performance data
- Interviews with your channel team and up to five partners
- Written diagnostic identifying where revenue is leaking
- A prioritised 90-day action plan with named owners
You get: A diagnostic report, a 90-day plan, and a two-hour readout session with your leadership team.
From €4,500 · 2 weeks
2. Fractional Channel Leadership
Senior channel leadership, part-time, for as long as you need it.
Best for scale-ups who need experienced channel leadership before they can justify a full-time hire, or who need a steady hand during a transition.
What happens:
- 2–3 days per week acting as your channel leader
- Own the partner strategy, recruitment and performance
- Manage and coach the existing channel team
- Represent the channel to the board and the wider business
- Build toward a permanent hire and hand over cleanly
From €6,500/month · 6-month minimum
3. Channel Program Design and Build
Design a program from scratch, or rebuild one that’s stalled.
Best for companies launching a channel, entering a new market, or resetting a program that hasn’t delivered.
What happens:
- Define partner types and ideal partner profiles
- Design tiers, benefits and requirements
- Set commercial terms, margins and partner contracts
- Plan recruitment, onboarding and enablement
- Set up governance, metrics and a review rhythm
You get: A complete program framework, all supporting documentation, and a phased implementation roadmap.
From €12,000 · 6–10 weeks
4. Ongoing Channel Advisory
A senior channel voice on call, without the headcount.
Best for channel leaders who want experienced counsel as they execute: someone to pressure-test decisions, review partner agreements, and keep the program honest.
What happens:
- Monthly strategy session with you and your team
- Direct access between sessions for live decisions
- Review of partner agreements, incentive changes and program adjustments
- Quarterly program health review against agreed metrics
From €3,000/month · 3-month minimum
5. Workshops and Training
Get your team, or your partners, aligned in a day.
Delivered on-site or remotely, in English or Spanish.
What happens:
- Channel Sales Fundamentals: for direct sellers moving into channel roles
- Partner Recruitment Masterclass: how to identify, approach and sign the right partners
- Managing Channel Conflict: practical frameworks for direct-versus-partner tension
- Partner Enablement Design: building enablement partners actually complete
From €2,500 per day
How to start
Every engagement starts the same way: a free 45-minute conversation about what’s actually happening in your channel. No pitch. If I’m not the right person for the problem, I’ll say so and point you somewhere better.
Not ready to talk yet?
