Go to market for Channel and OEM brands

Your partners own the customer. You still own the brand.

You sell through dealers, distributors, and OEMs, so you never own the customer. We have spent a decade helping brands win them anyway.

Sound like your channel

We have heard this from every brand that sells through someone else.

The partner owns the customer and the data.

Indirect revenue is set to grow more than 30 percent for two thirds of channel leaders, yet you never touch the buyer who drives it.Forrester, 2025

Your message dilutes down the channel.

60 percent of partners rate their own marketing as somewhat or totally ineffective, so whatever you hand off loses force at the last mile.The Channel Company, 2025

Partners have their own priorities.

Buyers move across ten channels before anyone owns the sale, and 34 percent of retailers already fear brands that compete with them.NielsenIQ and McKinsey, 2024

Buyers meet you at a low trust moment.

Brands already run 37 percent of marketing budgets through partners, yet 60 percent of partners say their marketing does not work.Foundry, 2024; The Channel Company, 2025

You cannot see what is working.

89 percent of partner marketers cannot cleanly measure what their partners do, which is why spend feels like guesswork.Foundry, 2024

What you are weighing, and why it stalls

Every option on the table has the same crack.

Lean on the partners

Let dealers and distributors carry the message.

But you are betting the brand on someone else’s incentives.

Co op marketing funds

Hand budget to partners to market locally.

But you get inconsistent execution and no clean read on what worked.

A direct to consumer pivot

Go around the channel to reach the buyer.

But you risk the partner relationships that carry your volume.

A point agency

A shop to run paid demand.

But they optimize clicks, not a channel that owns the last mile.

A channel enablement shop

Partner decks and training.

But enablement is not demand, and it never reaches the end buyer.

Same crack, every lever: no signal underneath it. Each one treats the symptom, never the system.

We built VistaXM, revenue intelligence for the indirect channel

We help the brand win the customer it does not own.

How the GTM OS answers it, for you

One system, pointed at the customer past the channel.

Reach the end customer without going around the channel

We build owned demand and education that makes the partner’s job easier, not harder.

One consistent message, end to end

From first touch to the decision moment, the story does not get diluted as it travels down the channel.

Make the channel partner the hero

Cobranded and unbranded variants that lift trust at the moment of decision, so the partner sells more of you.

Measurement you actually own

An owned hub so you can finally see what moves the customer, even through the channel.

Proof, from brands that sell through others

Over a decade winning the customer you do not own.

network growth in a year, for The Lactation Network, reaching consumers through a professional networkRead the The Lactation Network story ↗

1M+

impressions from a standing start, for Gonnella, a 130 year old manufacturerRead the Gonnella story ↗

167%

more qualified opportunities, for WorkivaRead the Workiva story ↗

See the full case studies →

Channel & OEM

Your growth now rides on partners you do not control.

Indirect revenue is climbing. Your visibility into it is not.

67%

of channel and partner ecosystem leaders expect indirect revenue to grow more than 30 percent over last yearForrester · 2025

89%

of partner marketers hit barriers measuring what their partners actually doFoundry · 2024

60%

of partners rate their own marketing only somewhat or totally ineffectiveThe Channel Company · 2025

The case, in the research

The channel is growing and getting harder to see through at the same time.

Five recent reads on why indirect brands win or lose at the last mile.

Forrester · 2025Two thirds of B2B leaders expect partner and indirect revenue to grow more than 30 percent year over year.Read ↗ Foundry · 2024Brands now spend 37 percent of marketing budgets through partners, yet 89 percent cannot cleanly measure partner engagement.Read ↗ The Channel Company · 202560 percent of partners admit their marketing is only somewhat or totally ineffective, so your message dilutes at the last mile.Read ↗ McKinsey · 2024B2B buyers now move across ten interaction channels, up from five in 2016, before anyone owns the sale.Read ↗ NielsenIQ · 2024Direct to consumer is now one in seven ecommerce dollars, and 34 percent of retailers fear brands going direct, the channel conflict trap.Read ↗

Questions channel leaders ask us

Straight answers, with the data.

We sell through partners and never touch the customer. Can we really own the relationship?

You do not have to own the transaction to own the demand. Indirect revenue is set to grow more than 30 percent for two thirds of channel leaders, which means the market is moving whether you shape it or not. We help you activate the market you already own so the customer arrives at your partner already wanting you.Forrester, 2025

Our message gets diluted by the time it reaches the buyer. How do you fix that?

This is the core problem. 60 percent of partners rate their own marketing as somewhat or totally ineffective, so whatever you hand off loses force at the last mile. We own the full go to market outcome instead of the handoff, building demand and enablement that survives the trip down the channel.The Channel Company, 2025

We cannot tell what actually works because the partner owns the last mile. Can that change?

It has to. 89 percent of partner marketers cannot cleanly measure what their partners do, which is why spend feels like guesswork. We instrument the journey and pair it with a live AI product so you can see signal at the last mile, not just at the point you lose sight of the customer.Foundry, 2024

Should we just go direct to consumer and skip the channel conflict?

Going direct is real, one in seven ecommerce dollars is now direct to consumer, but 34 percent of retailers already fear brands that compete with them. Buyers also move across ten channels before anyone owns the sale, so a clean split rarely exists. The stronger play is to activate the channel you have rather than start a war inside it.NielsenIQ and McKinsey, 2024

Everyone is spending more on partner marketing. Does more budget actually move the needle?

Not on its own. Brands already run 37 percent of marketing budgets through partners and most plan to spend more, yet 60 percent of partners still say their marketing does not work. Money without owned outcomes just funds the same dilution. We built the Relationship Revenue OS from 500 practitioner interviews so the spend produces demand you can trace.Foundry, 2024 and The Channel Company, 2025

See the gap before you spend a dollar closing it.

See your growth gap ↗See the proof ↗ You own revenue