---
title: "What Is a Channel Partner? Definition for B2B | ONEGTMLAB"
description: "A channel partner is a company that sells, resells or recommends another company's product to its own customers. Learn the main partner types."
canonical: https://www.onegtmlab.dev/glossary/channel-partner
---

# What Is a Channel Partner? Definition for B2B | ONEGTMLAB

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GTM Glossary

# Channel Partner

A channel partner is an outside company that sells, resells, implements or recommends another company's product to its own customers, usually in return for a margin, commission or referral fee.

Also called: reseller, partner channel

## Why it matters

Channel partners give a company reach it would take years to build alone. A partner that already serves a market, such as a consultancy, reseller or managed service provider, can bring the product to customers who trust it, often with services wrapped around it. That can open new regions and segments without hiring a large direct sales team.

Partner types include resellers and distributors, referral partners, system integrators and consultancies, managed service providers and technology partners whose products integrate. A channel program usually defines how deals are registered so partners and the direct team do not compete, how partners are trained and paid, and how leads are shared.

## Example

A company selling a backup product signs up a group of managed IT providers that each look after dozens of small businesses. The providers resell the product as part of their monthly service, register each deal in a partner portal and earn a margin. The vendor's own sales team focuses on larger accounts.

## Related terms

-   [Go-to-Market (GTM)](/glossary/go-to-market)
-   [Account Executive (AE)](/glossary/account-executive)
-   [B2B SaaS](/glossary/b2b-saas)
-   [Competitive Intelligence](/glossary/competitive-intelligence)

## Related service

[GTM Engineering Signal-led outbound systems that enrich, score, sequence and sync to your CRM.](/ai-gtm-engineering)

[← All GTM terms, A to Z](/glossary)

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