Reflecting on this year's NABShow, I was thinking about the similarities and differences between B2B Media Technology SaaS businesses and products, that were the buzz at this year’s show and the B2C businesses that have led the way in the consumer side of Media Tech for the last few years. The article below is what I came up with.

What became clear after speaking with business leaders from across the different halls representing different parts of the industry is that many are applying generic SaaS playbooks without recognizing the unique dynamics of B2B media tech markets. But equally, many aren’t recognising that B2B SaaS does have a different go-to-market model to more traditional broadcast hardware and software.

So, let’s have a look at what we share with the Canva’s and Adobe’s of this world, how we differ, and what we in the B2B world might be able to learn from these SaaS behemoths… and some of the start-ups too.

Your supplier relationships can be either your greatest asset or your most frustrating limitation.

As a channel partner in the tech space, the way you manage these relationships often determines your growth trajectory more than any other single factor.

After working with hundreds of channel partnerships from both sides of the equation, I've observed a clear pattern: partners who strategically optimize their supplier relationships consistently outperform those who simply participate in supplier programs.

Let's explore how you can transform your supplier relationships from transactional exchanges into strategic growth engines.

Phil Knight, the co-founder of Nike, once stated, “Execution is everything. It’s the last 95 percent of the equation.”

In our previous instalments, we explored the foundations of channel strategy and the importance of focus in your approach. Now comes the exciting part—turning your vision into reality by building, launching, and nurturing a channel program that delivers sustainable results.

For modern B2B technology businesses, execution is where most channel initiatives succeed or fail. Let's dive into the critical elements that separate thriving channel programs from those that struggle to gain traction.

We often refer to partner sales as "the channel"—as if there's only one path to market. The reality? "The channel" is just one piece of a much larger go-to-market puzzle.

When we take a step back and look at how technology actually reaches customers, we see a diverse ecosystem of routes to market—multiple "channels" if you will—each with individual characteristics, advantages, and challenges.

Let's break down what this multi-channel landscape really looks like

For technology businesses the right channel strategy can dramatically accelerate market penetration and revenue growth. But success hinges on precision—knowing exactly who you're targeting and what you're offering.

For technology businesses like many others, the path to market expansion often runs directly (or more aptly ‘indirectly’ 😉) through channel partnerships. But here's the truth that many business owners miss – successful channel development begins with introspection, not external partner recruitment.

When does it make sense to sell direct? When does it make sense to sell through your channel? It's a universal conundrum that we attempt to demystify.

In today's fiercely competitive technology landscape, success hinges on more than just innovative products—it's about how effectively those products reach customers. For technology manufacturers, having a clearly defined channel strategy and a strong partner program isn't just beneficial; it's crucial.