Speakers: Joe Vitalone | Matt Sharrers, Melissa Valdez, SBI
Joe Vitalone, Chief Sales and Marketing Officer at Razberi Technologies, demonstrates how to develop and execute a sales strategy at scale through channel partners.

Our guest today is Joe Vitalone, Chief Sales and Marketing Officer at Razberi Technologies. Joe is the top expert at developing and executing a sales strategy at scale through channel partners. Joe has previously been a featured guest on SBI TV and his video remains an SBI audience favorite.


Today we are going to demonstrate how to develop and execute a sales strategy at scale through channel partners.


Matt and Joe leverage the SBI’s How to Make Your Number in 2018 PDF Workbook. Turn to the Sales Strategy section and flip to the Channel Optimization phase found on pages 376 – 380 to follow along.


Developing and Implementing a Sales Strategy Through Channel Partners


  • How do you determine what business goes direct, what business goes through the channel? 3:52
  • How much wallet share and mind share do you command of your selling partners? What have you done that seems to work best to become more relevant to them? 5:23
    • You made a comment about frictionless selling. How has channel recruitment and frictionless selling changed as you’ve transitioned from a large, public company to a mid-stage startup? 6:58
  • So, relative to coverage and visibility… How do you forecast sales for the channel portion of your business, and how does it’s accuracy compare to the direct team? 9:09


“Share of wallet and share of mind are proportionate to their ability to generate margin on your product. So, if you want to create mind share and wallet share you have to allow them to create margin that’s accretive. And you do that by giving them an opportunity in that market to succeed through training, your learning management system, support, making sure that you’re providing leads to those companies, and that you’re making what I like to call ‘frictionless selling’…”


Choosing Your Channel Partners



  • When you’re in a fast growing company that’s acquiring new partners, how do you know that your coverage decisions are working? And what are the indicators that you use to pull the plug when you aren’t getting the expected results? 13:38
  • How do you know you have the right channel partners in each segment, vertical, and geo? 16:11
  • How do you onboard channel partners? 18:27


“A lot of lifestyle channel partners don’t have an edict to double their business, they’re very happy with 10% growth. I can’t live on 10% growth, I’m 90 days and out. So, you have to manage to that. You have to find partners that are willing to grow and scale at the pace and speed that you’re charted to grow…”


Executing a Successful Sales Transformations


  • You’ve been in situations where executing a sales transformation has been mission critical. Talk a little bit about the situations you’ve walked into, and what you were trying to accomplish with each transformation. 21:14
    • How do you prioritize the needs of a transformation? 23:43 


“You have to start with really good people, make sure those people really understand the product, not only yours but the competitors’ products as well, and that you implement a process that everybody understands and is able implement, a five stage selling process…”


Some of you may be at risk of  missing your number this quarter. Fear not, because we’ve built an interactive tool that allows you to evaluate the probability of making your number, and to benchmark your go-to-market strategy against the emerging best practices used by today’s market leaders.


Sales Revenue Growth


Matt Sharrers

Leads the firm's focus on the CEO’s role in accelerating revenue growth by embracing emerging best practices to grow revenue faster than the industry and competitors. 

Matt Sharrers is the CEO of SBI, a management consulting firm specialized in sales and marketing that is dedicated to helping you Make Your Number. Forbes recognizes SBI as one of The Best Management Consulting Firms in 2017.


Over the course of nearly a decade at SBI, Matt Sharrers was an instrumental early partner guiding SBI as the Senior Partner. Matt’s functional responsibilities included acting as the head of sales where he led SBI’s double-digit revenue growth, and was responsible for the hiring function to build SBI’s team of revenue generation experts.


Prior to joining SBI in 2009, Matt spent eleven years leading sales and marketing teams as a Vice President of Sales. Matt has “lived in the field.” As a result, he is the foremost expert in the art of separating fact from fiction as it relates to revenue growth best practices. CEOs and Private equity investors turn to Matt’s team at SBI when they need to unlock trapped growth inside of their companies.



Read full bio >