The Best Channel Strategy Keeps the Reseller in the Spotlight

And makes sure they know what to say when they get there.

“I will lend you my voice beneath the balcony - but the words must be right.”

Cyrano (sort of)

In B2B tech, especially across APAC, we often say we’re “channel-first.”

We empower partners. We co-sell. We enable.

But too often, what actually happens looks more like a well-known play; one where the vendor has the poetry, the partner has the face, and the buyer is left to decipher who’s really speaking.

Cyrano de Bergerac for the channel age.

The Classic Triangle

In this version:

The vendor is Cyrano - brilliant, unseen, full of value but unable to speak to the buyer directly.

The reseller or VAR is Christian - trusted, visible, but often unsure how to land the story.

The buyer is Roxane - intelligent, decisive, and not in the mood for confusion.

Cyrano feeds Christian the lines.

“Your lips are dewy petals,” offers Christian, with conviction but no context.

Roxane tilts her head. She was just asking about compliance support and SLAs.

And if the script is good, everyone wins. But most of the time, it falls apart.

When No One Can Hear the Vendor

Most resellers are skilled but inadequately supported.

They’re handed a deck written for North America, a portal login, and an MDF fund they’ll never touch.

They’re told to “bring deals,” “drive activity,” or “position the value.”

But value isn’t a slide. It’s a narrative, and it needs to be built for them; with timing, tone, and regional nuance.

Without it, even the best partners default to easier products. Lower friction. Less ambiguity. Deals that don’t need Cyrano at all.

What Real Enablement Looks Like

A smart GTM motion prompts partners in real time. It does the thinking, scripting, and sequencing - so they can stay visible and credible without having to improvise value on the spot.

We operate behind the curtain (or under the balcony, if you prefer) doing the quiet, difficult work of making someone else look confident, compelling, and in control.

We build:

·         TAMs and outreach sequences that drive real conversations

·         Partner-ready narratives that land with buyers in APAC

·         Sales collateral and content built for mid-funnel, not just awareness

·         Co-sell enablement that actually leads to joint wins - not just names on a logo slide

And we don’t ask for applause.

We let the partner take the spotlight, and make sure they never forget their lines.

For the Vendor: Know When to Step Back

Here’s the thing: being the smartest person in the deal doesn’t matter if no one can hear you.

If you’re serious about channel-first growth in APAC, you need to do more than show up with product. You need to give your partners a voice that cuts through, and enough support to carry it all the way to close.

That means:- Stop flooding inboxes with “enablement.”- Start scripting the scenes.- Give them something worth saying.

Final Line

The buyer doesn’t care who wrote the script. They just want to feel like someone understands what they’re trying to solve.

Let the partner take the stage. Just make sure they’re saying the right thing.

Talk to us if you're setting up regional partner networks in APAC! Expand in APAC