Mastering Channel Sales| Moheb Moses on Partner Strategy, Mindshare & Building Performing Channels

What does it truly take to build a powerful, profitable, and scalable channel ecosystem? In this in-depth episode of Cross That Bridge, we sit down with Moheb Moses, Channel Strategy Consultant, Trainer, Speaker, ICT Hall of Fame inductee, and Co-Founder of Channel Dynamics to break down the real foundations of channel success.

With more than two decades of hands-on experience transforming partner programmes, advising global vendors, and training thousands of channel professionals, Moheb shares a clear, practical, and highly applicable view of what makes channels thrive and what causes them to fail.

From identifying gaps in channel performance to understanding the nuances of selling to partners vs selling through them, Moheb brings a rare combination of strategic clarity and industry wisdom. Whether you’re a vendor, a channel leader, or someone just stepping into the world of partner ecosystems, this episode will deepen your understanding of how channels work and how to make them work better.

Moheb also breaks down the psychology behind channel roles, the core fundamentals of channel building, the ideal number of partners to onboard, and how to increase partner mindshare when you’re not the market leader. This is a must-watch masterclass for anyone in the ICT, SaaS, or tech partner ecosystem.

Timestamps:
00:00 - Introduction with Moheb
01:07 - Initial journey of the career
01:37 - Gaps in channel business
02:55 - Difference between selling to a partner or through a partner
08:52 - Gaps between channel leaders and sales leaders
11:00 - How to onboard a partner as a vendor
12:36 - Personality types best suited for channel sales
17:27 - Core fundamentals of channel building
24:52 - Common reasons partner programmes underperform — and how to fix them
29:00 - The “magic number” for onboarding partners
32:56 - Identifying the right time to evolve or redesign your channel system
40:22 - Increasing partner mindshare when you’re not the top vendor
43:25 - How to resolve channel conflicts
48:18 - The role of marketplaces in reshaping traditional channel models
49:50 - A practical scenario breakdown
52:12 - Advice for people starting a career in channel sales

About Moheb Moses
Moheb Moses is one of the most respected voices in the ICT channel ecosystem. A Channel Strategy Consultant, Trainer, Speaker, and Author, Moheb is best known for helping companies significantly increase their sales through effective partner engagement and channel excellence.

He is the Co-Founder & Director of Channel Dynamics, a specialist consultancy helping vendors build high-performing channel models through strategy development, partner recruitment, training, and programme optimisation.

With more than 21+ years of leading Channel Dynamics in the Greater Sydney region, Moheb has supported hardware, software, and cloud vendors to:

Build the right channel strategy

Recruit, enable, and train high-quality partners

Design partner programmes that drive profitability

Improve vendor–channel relationships

Strengthen channel-to-end-user sell-through

Moheb’s expertise has earned him industry-wide recognition including induction into the ICT Hall of Fame (2011) for his contribution to the Australian channel community.

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