1) There are many routes to market for vendors including distributors, system integrators, resellers, retail chains, and direct sales. Measuring "sales out" to end customers is important for understanding true customer demand. 2) Most channel programs sort partners into tiers based on factors like sales volume, but this can neglect the needs of smaller partners. The optimal mix of partners balances revenue contribution across partner sizes. 3) An effective partner program balances measurable requirements from partners with measurable benefits and rewards to find a return on investment for both partners and vendors. It involves analyzing, targeting, managing, measuring, and engaging partners to create awareness and leads.