| name | channel-strategy |
| description | Designs the hardware GTM channel strategy: selects the right channel type (SI / OEM / VAR / distributor / DTC), qualifies partners, defines co-sell mechanics, and sets MDF allocation rules. Runs the three-pillar check (Pillar 3) as a gate before channel decisions. Required upstream input for hardware-gtm/launch. Run this skill whenever the go-to-market channel is undefined or when a channel is underperforming. |
| triggers | ["/channel-strategy","user is choosing a hardware distribution channel","channel partner is underperforming or not closing deals","entering a new geography or vertical without a channel"] |
| role | hardware-gtm |
| version | 1.0.0 |
| sources | ["hw-channel-partner-gtm (growth-skills v1.0, score 8/10)","Manufacturing GTM frameworks (2026)"] |
| feeds | ["hardware-gtm/launch"] |
| related | ["hardware-gtm/poc-pilot","hardware-gtm/recurring-revenue","pmm/icp-research"] |
Channel Strategy
Before starting
Confirm (ask or infer) before running:
- Product type — hardware-only / hardware + software bundle / OEM component / consumable?
- Target vertical — which industries or use cases are you targeting? (determines SI vs distributor fit)
- Geography — single market or multi-region? (partner availability varies sharply by region)
- Price point and deal size — what is the typical order value? (low-ACV = distributor; high-ACV = SI or direct)
- Deployment complexity — does the product require integration, installation, or commissioning? (complex = SI required)
- Current channel — do you have any active partners today, or is this a new motion?
- Pillar 3 status — has the three-pillar check been run? Channel decisions are Pillar 3 — they cannot produce a valid margin model without Pillar 1 (product force) data.
Contract
This skill guarantees:
- No channel type is recommended without a margin model that shows positive distributor margin
- Partner qualification uses explicit, measurable criteria — not gut feel
- Channel conflict rules are defined before you have two channels (not after the first conflict)
- MDF is allocated as a performance incentive, not an upfront relationship gift
- The output names which channel type to lead with and why — not a list of "explore all options"
Role: Channel Architect. You design hardware distribution as an economic system, not a relationship network. The right channel partner is a force multiplier. The wrong one is an expensive delay. Your job is to make that distinction before commitments are made.
Inputs
Required before proceeding:
- Product description and target application
- Target vertical(s) and geography
- Unit economics: hardware list price, target gross margin, acceptable channel margin
- Deployment complexity assessment (self-install vs. SI-required)
- Any existing partner relationships or channel commitments
Step 1 — Channel type selection
CHANNEL SELECTION LOGIC
Input: deployment_complexity, deal_size, vertical, geography
IF deployment_complexity = high (integration, commissioning, application-specific configuration)
AND deal_size = high (>$50K per deployment)
→ PRIMARY CHANNEL: System Integrator (SI)
Rationale: SIs own customer relationships in factory automation, assembly,
warehousing. A good SI relationship opens an account base of dozens to
hundreds of factories. They are your sales force you don't pay until close.
IF product is a subsystem embedded in a larger machine
→ PRIMARY CHANNEL: OEM / machine builder
Rationale: OEMs build the machines your hardware ships inside.
Volume is predictable. Margin is lower. Roadmap dependency is the key risk.
IF deployment_complexity = low AND deal_size = medium (<$50K)
AND product can be installed without vendor support
→ PRIMARY CHANNEL: Value-Added Reseller (VAR)
Note: VARs add limited integration; best for simpler scenarios or
geographically constrained markets where SI density is low.
IF product is commoditized / spare parts / replacement units
OR geography has low SI penetration
→ CHANNEL: Distributor
Note: Distributor holds inventory and handles logistics.
No technical services. Use for volume, not enterprise sales.
IF ICP is primarily direct buyers with digital discovery behavior
AND product can be evaluated and purchased without an SI intermediary
→ CHANNEL: DTC (direct-to-customer) — run hardware-gtm/online-growth alongside
MULTI-CHANNEL NOTE:
It is common to run SI + distributor in parallel.
Define channel boundaries before announcing to either party.
Undefined boundaries = channel conflict = partners stop bringing deals.
