How Resellers Can Help Expand Your Distribution Channels and Routes to Market

Ring Central Blog


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2 min read

medium_4506216150 In your business, there are many most likely a number of ways that you sell your products or services to customers. Most businesses sell their products directly to end customers via one or a combination of different methods including:

In addition to direct selling methods, companies sometimes also employ indirect sales methods to reach customers. The advantages of an indirect sales model include lower cost of sales and the ability to scale your business quickly to reach new customers. However, there are many considerations to take into account when evaluating whether an indirect sales model is a good fit for your company. Some of the questions that you should ask are:

At RingCentral, we employ a mix of selling models. On the direct side, we sell via e-commerce and inside sales. On the indirect side, we reach customers by partnering with carriers like AT&T and resellers.

While we started off with a direct-sales model, over the past few years our indirect business has become a key strategy for driving growth (since it enables us to quickly scale our business by adding new resellers in the markets we serve).

As we prepared to launch our channel program in late 2010, there were several factors that we that we took into consideration:

Today, RingCentral has a multimillion-dollar channel sales organization with thousands of resellers in North America. Having a well-executed and -coordinated multi-channel sales approach has allowed us to diversify our revenue streams and scale our business. Expanding your distribution channels may help you do the same for your business.  However, it is critical to answer some of the questions above to help you understand whether a channel sales program will be effective – and if so, what resources and investments will be required to support it.

I wish you the best in exploring and finding success in new routes to market to grow your business. If you have questions, please feel free to connect with me on LinkedIn. We may also look to host a webinar in the future to discuss this topic in greater detail (and perhaps provide input from some of our resellers).

Interested in learning more about becoming a RingCentral Partner? Please go to!

Featured photo courtesy of CarbonNYC via photopin cc.

Originally published Dec 03, 2013, updated Oct 23, 2020

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