Avoid channel conflict by defining the rules of engagement before it happens: which accounts are served directly, which run through partners, and how inbound leads are routed. Put the policy in writing and enforce it consistently. Partners stop investing in a line the moment they believe your direct team will take the deals they develop. The companies that manage this well are transparent about where the lines are, they protect partner-developed deals, and they route leads by a clear policy rather than by whoever pushes hardest.