Direct vs. Channel with Tim Miscovich, Chief Commercial Officer at wtec

In this episode of The Climate Gap: Quick Cuts, Ben Muwoki sits down with Timothy Miscovich, Chief Commercial Officer at wtec, to unpack one of the biggest go-to-market decisions in smart buildings and climate tech:
Do you scale through partners, or do you build direct?

Tim has built teams and channels across 30 countries, leading wtec’s smart lighting and sensor business through direct, channel, and hybrid models. His take is refreshingly grounded. There is no easy button. Markets are different. People are different. You have to meet both where they are.

We dig into:
People do business with people. Frameworks help, but relationships close deals.
Markets shape the path to market. The US is client-led, the UK is consultant-shaped, Central Europe is risk-cautious, and India is wide open.
Direct vs channel is not a religion. Direct gives control. Channel gives speed. Some markets require one, some the other.
Let data set the direction. Leave room for judgment. Track deal velocity, size, and where deals stall. Plan with data and pivot when the moment calls for it.
Unify around gross margin and gross profit. One metric that keeps both partners and reps aligned on healthy growth.
Change resistance is real, but shifting. Owners are ready and institutions are catching up.

About Timothy Miscovich
Timothy leads the commercial business at wtec, a global leader in smart lighting and sensor technology deployed in more than 30 countries. With experience running direct, channel, and hybrid sales models across regions, he has a unique perspective on how to scale without losing sight of people, culture, or profit.

Watch if you are:
Expanding a climate tech or smart building solution internationally
Deciding between building a direct sales team or scaling through partners
A commercial leader balancing growth, control, and margin