Matt Vaillancourt
Channel Strategy & Ecosystem Growth
Modern GTM motions do not happen in isolation. They happen inside ecosystems. Buyers rely on distributors, MSPs, MSSPs, cloud marketplaces, VARs, and strategic alliances to guide their decisions. Companies that fail to understand this reality end up fighting for attention alone. Companies that embrace it win at scale.
This pillar focuses on building and growing the channel motions that shape entire markets. My experience spans distribution leadership, national VAR programs, MSP and MSSP alignment, co-sell strategies, partner-led demand generation, and complex ecosystem negotiations. These environments are messy and often misunderstood, and that is exactly why they create such a competitive advantage for the companies that get them right.
Strong channel strategy is more than signing partners. It is creating a system where partners understand your value, are motivated to sell, and have the tools, positioning, and enablement to win. It requires trust, clarity, and predictable collaboration across product, sales, marketing, and operations. When it is done well, channel partners become force multipliers that expand reach, accelerate pipeline, and build loyalty that survives market cycles.
Skills Included in this Core Pillar:
- Ecosystem design and partner segmentation
- National VAR, MSP, and MSSP alignment
- Co-sell motions and joint GTM programs
- Distribution strategy and partner onboarding
- Field enablement and partner activation
- Business planning with executive stakeholders
- Revenue acceleration through partner-led motions
Channel work is not theoretical. It is relationship-driven, operationally complex, and grounded in consistent execution. It has been one of the most defining aspects of my career and continues to be an area where I bring tactical experience, pattern recognition, and long-term relationships across the industry.
This pillar is about creating partnerships that scale, ecosystems that last, and value chains that sell for you even when you are not in the room.
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