If a vendor calls itself a channel company or its go-to-market strategy primarily relies on channels of distribution to deliver its products, should all of its employees, even the team working on the Web site or finance or the maintenance crew be aware of how the company brings product to market?

Over the years, we have discovered a definite trickle down effect. If the CEO is pro-channel, then the rest of the company is, too. But how far does that extend? And, is it because we are consultants not vendors that what seems to be obvious is not always necessarily true.

Or, are we so steeped in the channel, living and breathing partnerships every day we assume incorrectly that all— even the HR department — should be very clear on the channel operations?

I am going to step out here and boldly proclaim that if the company is devoted to its partner base, then everyone in the company needs to have an understanding of just who those partners are and what role they play in the companies success. Of course, you can operate a company otherwise. But I bet the companies in which all the employees are clearly channel centric have excellent partner structures in place. Unfortunately, we see all too often in our work that it’s just not always the case.

Are there companies that make this part of an employee’s initiation, even if they are not channel facing? Tell us what happens at your company.