A channel sales strategy is the documented plan for how a company grows revenue through third-party sellers such as distributors, reps, dealers, agents, and value-added resellers, rather than selling only through its own direct team. It defines which markets the channel serves, how partners are selected and developed, what each side commits to, and how the relationship is measured over time. For relationship-driven B2B companies, an effective channel sales strategy treats partners as long-term relationships to invest in rather than transaction conduits to manage.