Drew Liwer

So the expectation that a channel will become profitable immediately and you're going to make money on them immediately is the wrong expectation.

You need to know that you need to invest in the channel

And you see that there is an actual dip in month six.

Anybody can guess what that dip is?

It's the commissions you pay them, right?

They started selling seriously in month five.

You need to outlay their commission.

And they're barely making even for you.

So that commission dips you.

And it's a very painful check to write, especially if you're not a very profitable organization.

But it's an important one.

I always say to our channel partners at CP, one of the guys said, oh, you're going to have to get a truckload of cash to pay me my commission because I'm going to sell so much Coro.

And I said, I'm not going to get a truckload.

I'm going to drive the truck and bring it to you.

Because I think that if they're successful and if I'm paying them a lot of commission, that means that they're making a lot of money for Coro.

OK.

I want to jump into what is a good channel partnership.

What does a good channel partnership look like?

So it depends on the who, the what, and the why, or as I call it, audience, incentive, and reason.

But the thing is, they're not separate.