A channel partner works with another organization to market and sell their products or services through indirect channels. Channel partners may be vendors, affiliates, resellers, value-added resellers, agencies, retailers, managed service providers, systems integrators, or other such entities. Channel partners normally undertake co-marketing efforts together.
Channel partners work together as part of a channel partner program, which help companies sell more product to a wider audience through indirect channels. A company can work with different kinds of channel partners simultaneously.
Lana worked with two kinds of channel partners, affiliates and referral partners, to sell and market her company's software.
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