Most companies don't have a broker channel problem. They have a channel architecture problem. These essays are the definitions the practice operates from.
A partner never works with your partnerships team. They work with your company. Every handoff between marketing, sales, customer success, product, and leadership is part of the partner's experience, which means alignment across those teams is not a step before execution. It is execution.
Read the full essay: Why internal alignment has to be part of partnership execution
The activation gap is the distance between knowing which brokers to call and having those brokers bring you into client conversations. Targeting data closes the first half. The second half is what your team says, how closely it speaks to what brokers are dealing with, and how well your whole company is aligned behind the channel.
Read the full essay: The activation gap: why broker data alone doesn't build a broker channel
The channel architecture problem is the gap between having broker relationships and having a broker channel. Most HR tech companies collect partnerships and call it a channel. What they lack is the thesis, operating model, and measurement system that turn those relationships into repeatable revenue.
Read the full essay: The channel architecture problem in HR tech
Broker-channel fit is the moment your product, your positioning, and the way brokers actually work line up clearly enough that consultants want to bring you into client conversations without being asked. It sits next to product-market fit as a distinct concept, and it is the precondition for any serious investment in the broker channel.
Read the full essay: What is broker-channel fit, and how do you know when you have it?
Every engagement in the broker channel is one of three stages of work: entering the channel, rebuilding it, or scaling what already works. The craft is the same. What changes is what you start with, what you should not break, and what the next right step is.
Read the full essay: Entering, rebuilding, or scaling: the three stages of broker channel work
Most vendor certifications that brokers and their clients rely on (SOC 2, HIPAA, ISO 27001) cover what a vendor built. They say very little about how a vendor behaves inside a client relationship. For the broker channel, that gap is where the damage actually happens.
Read the full essay: Vendor evaluation for the broker channel
These pieces are the frameworks we operate from every day. A first conversation is the fastest way to pressure-test whether they apply to your situation.
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