The distributor moves the product. Someone has to move the reseller.
Ingram Micro, TD SYNNEX, Pax8, Arrow, and in Quebec, Sherweb: distributors put thousands of resellers and MSPs one click away from your product. They'll even sell you marketing services. What they can't do is make a reseller care about you this quarter. I've run programs with distributors and their resellers, and I know where the go-to-market motions move and where they stall.
Three seats at the same table.
Vendors that sell through distributors
You pay for the distributor's reach. I build what makes resellers use it: campaigns they run under their own name, funds they claim, events they show up to.
Resellers and MSPs
Your distributor hands you campaign kits, content portals and vendor funds. I turn them into one plan under your brand, with the funds claimed on time.
Distributor teams
Senior hands for vendor programs and partner events, in English and in French, when your own team is full.
Distributors bet on platforms and AI. Marketing stayed with you.
- The big launches were platforms and AI assistants: Ingram Micro's Xvantage, Pax8's 8os, TD SYNNEX's PartnerFirst agents, ArrowSphere's assistant. None of them added partner marketing.
- Microsoft created a Frontier Distributor tier. TD SYNNEX, Ingram Micro and Arrow earned it in 2026.
- AWS put more money into distributors from January 2026, aimed at small business and AWS Marketplace.
- Distributors' own content portals hand partners vendor posts to share. That's syndication, not positioning.
- Over 40% of partners can't say which marketing-fund activity worked, and over half say vendors give them too little marketing help.
Same four steps, one more layer in the middle.
A distributor program that pays
Which distributor, which marketing package, which resellers to target, and what you should see for the money.
You'll know it worked when resellers you didn't have last year are selling you.
Reseller recruitment and activation
The resellers worth signing through your distributor, and a first 90 days that gets them to a first deal.
You'll know it worked when new resellers close their first deal.
Campaigns resellers run under their own name
In English and French, built for the content portals they already use.
You'll know it worked when resellers send them without being chased.
Funds that get claimed
Vendor marketing funds planned, spent and claimed through the distributor, with proof.
You'll know it worked when nothing expires.
Distributor events
Partner days, roadshows and vendor booths that end with meetings, not just badge scans.
Marketplace resale
Resellers selling your product through cloud marketplaces with their own private offers.
Why a Canadian vendor or reseller should care.
Two of the distributors that matter here are close to home: Pax8 has a Montreal office and French-speaking staff, and Sherweb is based in Sherbrooke.
A Quebec reseller can't run your English kit. Your campaigns have to exist in French, as good as the English.
Start with where you stand.
A review of your channel today: your distributors, your resellers and your funds. I read it myself and reply within two business days.