For many vendors, the channel is launched alongside - not inside - their 'existing' go-to-market strategy.
And that’s where things start to break down.

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Too often, the partner motion is treated as an add-on, rather than an integrated growth engine. It’s launched late, layered on top of direct sales, and operated in silos with its own messaging, incentives, and motion.

The result? Confusion internally. Friction externally. And partners left guessing where they fit. This disconnect shows up fast.

Sales teams don’t know how to collaborate. Marketing campaigns aren’t aligned. Customer journeys get duplicated — or worse, compete. What’s intended to be additive becomes combative.

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At Merivio, we help vendors avoid this from day one. We embed the channel into your broader GTM, so it supports - not competes with - your sales strategy.

The result is a channel that complements your growth, not complicates it.