Brushton Group Insights

Thought leadership and strategic perspectives from our team on the topics that matter most to channel and growth leaders.

FeaturedChannel Strategy

The Channel-First Imperative: Why SaaS Companies Must Rethink Their Go-to-Market Strategy

As SaaS companies scale beyond $100M ARR, the limitations of a direct-only sales model become increasingly apparent. Building a channel-first organization is not just about adding partners; it requires a fundamental transformation of how sales, marketing, product, and customer success teams operate. This article explores the key principles behind successful channel-first transformations and the common pitfalls that derail them.

8 min readFebruary 2026

Cloud Strategy10 min readJanuary 2026

Hyperscaler Marketplace Motions: Unlocking Revenue Through AWS, Azure, and GCP

Cloud marketplace selling has evolved from a niche procurement channel to a strategic revenue driver for B2B software companies. With buyers increasingly consolidating spend through hyperscaler marketplaces, companies that master marketplace GTM motions can unlock significant incremental revenue. This piece examines the operational requirements, partnership dynamics, and commercial considerations that determine marketplace success.

Channel Incentives7 min readDecember 2025

Designing Channel Incentive Programs That Actually Work

Most channel incentive programs fail to deliver their intended outcomes because they reward activity rather than results, or because they are too complex for partners to understand and act upon. Drawing on experience designing programs worth $75M+ for global technology companies, this article outlines the principles of effective incentive design and the metrics that matter most.

Strategic Alliances9 min readNovember 2025

Building Strategic Alliances with Professional Services Firms

Partnerships with firms like PwC and Deloitte can transform a technology company's market reach and credibility, but these relationships require a fundamentally different approach than traditional channel partnerships. This article explores how to cultivate C-suite relationships, design co-sell engagement models, and create mutual business value that sustains long-term alliance partnerships.

Corporate Strategy11 min readOctober 2025

From $175M to $400M ARR: Scaling Channel Operating Models for Growth-Stage SaaS

The channel operating model that works at $175M ARR will break at $400M. Scaling requires deliberate investment in partner segmentation frameworks, tiered coverage models, and performance-based incentive structures that evolve with the business. This article shares lessons learned from building and scaling channel programs at companies navigating this critical growth phase.

Organizational Optimization6 min readSeptember 2025

Change Management in Channel Transformation: Overcoming Organizational Resistance

The biggest obstacle to channel-first transformation is rarely strategy; it is organizational resistance. Sales teams accustomed to direct selling, product teams unfamiliar with partner requirements, and leaders skeptical of indirect models can all slow or derail transformation efforts. This article provides a practical framework for managing change across cross-functional teams.

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Our insights are drawn from real-world experience leading channel transformations at global technology companies. Reach out to discuss how these perspectives apply to your business.

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