Startups that delay implementing channel programs may inadvertently limit their growth potential, cautions Jake Alosco, VP of global partnerships at Valence Security, in a recent Channel E2E conversation with Sharon Florentine, editorial director at CyberRisk Alliance.
Alosco, a seasoned veteran in building successful channel partnerships, emphasizes that a robust channel strategy enables startups—especially in cybersecurity and managed services—to scale sales effectively without immediately investing heavily in full-time sales staff. Early adoption of channel programs not only accelerates brand awareness but also positions startups strategically to engage the right partners who can amplify their market presence.
"The key is starting early with strong margins," Alosco advises, noting that offering attractive margins helps build recognition among influential partners quickly. Rather than broadly engaging many partners, he recommends focusing deeply on a select few strategic relationships that align closely with the startup's goals and market focus.
"It's a 'less is more' approach," Alosco says, stressing that understanding the businesses of core partners significantly strengthens these crucial relationships and drives long-term success.
For MSPs, MSSPs, and business leaders, the takeaway is clear: Prioritize your channel strategy early, offer compelling margins, and invest time strategically to build powerful, productive partnerships.
Watch the full conversation below for additional insights on building a high-impact channel strategy from the ground up.
