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When manufacturer, distributor and partner communicate differently, the market notices. A customer receives one version of the proposition from the brand, another from the distributor and a third from the partner supporting them. The result is not more information, but more uncertainty.
You open a new channel expecting it to add revenue. But just a few weeks later, your sales team starts to notice something strange: accounts that were already theirs are now buying through another route, sometimes even on better terms.
