Why indirect channels work

A well-designed partnership channel extends the reach of a strong sales model.

A proven core proposition and established sales process give partners something credible to take into trusted customer relationships.

The indirect channel model

Build the channel, generate the leads, convert the demand.

Create the programme

Define the offer, support and incentives.

Recruit partners

Extend coverage through relevant relationships.

Generate leads

Open trusted customer doors.

Convert demand

Feed leads into the sales process.

Reward partners

Pay commission on the revenue generated.

Why it works

An indirect channel feeds the top of the sales funnel.

Partners perform an external sales development role: creating access, identifying demand and referring leads. Your sales team qualifies and converts them.

The model is deliberately tactical. Its effectiveness is measured directly, and often entirely, by the leads it feeds into that funnel. Partners are rewarded through referral fees or commission.

The distinction

Strategic alliances create growth for both sides.

A strategic partner invests more deeply, bringing its reputation, expertise and influence to the opportunity.

It is invested because the alliance can grow its own business, not simply because it may earn commission. Creating that commitment before a lead exists requires a different approach and different priorities from those of the sales team.

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Heyoo × Aircall

Complementary expertise became a proposition neither business could deliver alone.

Heyoo combined its HubSpot and workflow expertise with Aircall’s communications platform to create a unified customer-experience offer. Rather than exchanging referrals, the partners constructed and delivered a proposition around a defined customer problem.

The partnership produced seven shared customers, generated up to 10% of Heyoo’s annual revenue and delivered a reported four-to-six-times return for each Aircall licence managed. Customers also resolved issues 30–50% faster.

The commercial value came from the combination: technology, implementation expertise and customer understanding assembled into a more useful and credible offer.