Partnerships are a valuable and integral part of selling in the channel, but the very nature of channel sales means that key buying decisions are often made without you. Being one or two steps removed from the conversation also makes it more difficult to offer value.
- You know an opportunity exists, but you cannot clearly influence it.
- Conversations are happening, but you are not close enough to shape them.
- Sales forecasts become harder because buying decisions are outside your control.
By the time you re-enter the picture, options are narrower and outcomes are harder to change.
This lack of visibility and influence is the top frustration I hear from businesses working in the channel.
Early in my career at both Cadbury and Sky, I was taught a simple way to counter this.
Get closer to the end client.
Not to bypass the channel, but to understand demand before it hardens.
That allowed us to reframe the conversation with our channel partners and empower them to win more business.
- What customer decision are we trying to drive?
- What is the buyer most uncertain about right now?
- What is the simplest next step we want them to take?
Those conversations changed everything.
The core issue is straightforward. In most channel environments, there are not enough direct, early stage buying conversations where manufacturers, vendors, and distributors have genuine line-of-sight and influence alongside partner activity.
Turning Blind Spots Into Pipeline
At Cernago, that’s the problem we focus on for our in-the-channel clients.
We help manufacturers, vendors, and distributors create a steady flow of high quality conversations with the right resellers and end users. Conversations that strengthen existing channel models while providing earlier visibility, clearer insight, and greater influence over real opportunities.
The antidote is simple. Get closer to the buying journey earlier, and forecasting and outcomes become far easier to manage later.
This is not simply about doing more marketing. It is about applying judgement.
- Campaign landing pages designed to inspire and support real decisions.
- Email marketing that leverages existing databases with intent.
- LinkedIn activity that builds credibility and relevance.
- Search campaigns that support demand already forming.
- Tailored, vendor-specific outreach that creates shared value.
- PR that builds awareness and legitimacy as businesses scale.
Whilst each of these can have impact in isolation, the real value comes from how they are prioritised, connected, and sustained.
Cernago is a team of experienced digital practitioners who understand the nuances of channel trade sales and the realities facing rapidly growing companies.
Our clients work directly with both the people doing the strategy and the team doing the execution.
Real conversations. Clear judgement. Fast movement.
Next move
If you are considering outbound, AI powered outreach, or a new growth initiative, the most valuable step is not execution. It’s clarity.
Contact us today to see how Cernago can create predictable pipeline for your organisation.
