Channel partner programs are business-to-business programs where a business, known as a channel partner, forms a partnership with a corporate manufacturer. The channel partner is usually a smaller company that sells solutions using the vendor's products.
Large corporate manufacturers, such as Microsoft, Cisco, IBM and Oracle, have channel partner programs that allow other businesses to promote their products and services. These channel partners are different types of businesses, including retailers, consultants, distributors, systems integrators and technology deployment agencies. By becoming a partner in a channel partner program, businesses receive benefits such as product training, technical support, product discounts and access to lead generation tools.