Private Engagements · TSDs · Suppliers · Large TA practices
Your top 10% of partners drive 90% of your revenue. Here's how to activate the other 90%.
Private Engagements for TSDs, suppliers, and large TA practices. Universal frameworks plus co-branded tools that turn dormant partners into producers.
Annual gross-billings lift
$0M–$0M
depending on your scale.
The thesis
The activation gap is the biggest unmonetized opportunity in channel.
Two structural truths drive everything in this offer.
Truth 1
The 90/10 problem is universal
Every TSD in North America runs the same shape of revenue distribution: roughly 10% of partners drive 80–90% of gross billings. The other 90% are dormant, intermittent, or stuck on a single product. They hold active agreements. They've been onboarded. They produce a fraction of what they could.
The TSD has already paid the acquisition cost. The relationship exists. What's missing is the pre-sale fundamentals — the prospecting framework, the discovery process, the proposal structure — that would convert a dormant partner into a producing one. That is not a recruiting problem. It is an enablement problem. And it is the single largest revenue pool sitting untouched in this industry.
Truth 2
The legacy top performer is a declining resource
The seasoned channel partner who built their book over twenty years is aging out, retiring, getting acquired, or being absorbed into consolidators. Meanwhile the channel adds tens of thousands of new partners every year — sub-agents, agency owners, advisors crossing in from adjacent industries. Most arrive with motivation and zero fundamentals.
Every TSD knows this. None of them have a scaled sales-development program to do anything about it. Internal enablement teams are small. Budgets go to events and platforms. The tools they build are quoting and commissions — not pre-sale fundamentals. There is a gap, and it widens every quarter.
The ROI math
What activating 10% of the bottom 90% looks like in dollars.
Per Omdia's 2025 TSD Market Analysis, the average TSD has 2,600 active partners. Here's the conservative math.
Top-6 TSD scale
$0M
annual gross-billings lift
From activating 234 dormant partners at 25% of top-performer volume.
Phase 1 starts at $15–50K, scales to scope · ROI: 2,000–7,000x
Mid-tier TSD
$0M
annual gross-billings lift
From activating 90 dormant partners at 25% of top-performer volume.
Phase 1 starts at $6–10K · ROI: 2,500–4,500x
Tier-2 TSD
$0–0M
annual gross-billings lift
From activating 50–70 dormant partners at 25% of top-performer volume.
Phase 1 starts at $6K · ROI: ~2,000x
These are conservative numbers. If activated partners reach 50% of top-performer volume (entirely realistic with frameworks plus tools embedded in daily workflow), the lift doubles.
The Phase 1 engagement
What you get in a Phase 1 engagement.
Starts at $6K · Six weeks · Fully co-branded · Scales to your scope
1 Co-Branded Live Training Webinar
Universal frameworks for prospecting and discovery, taught live against your lead vertical. Your partners join, learn from a peer, and walk away with a process they can run on Monday.
3 Custom Co-Branded Tools
ICP Builder, Database Build Tool, Discovery Process Tool. Vertical-agnostic by design. Branded with your logo and ours. Every use is a continuous brand impression inside your partner community.
1 Vertical FAQ Cheat Sheet
One-page, co-branded, vertical-specific. Built from your SME inputs and packaged for the TA's desk. Replicable across any new vertical you bring online.
Pre-Webinar Promo Asset
Co-branded graphic and copy for your email and social channels. Drives registration. Doubles as evergreen content for your enablement library.
Phase 2 Pre-Scoped
Phase 2 (Proposing & Closing) is referenced in your Phase 1 SOW for context. Decision triggers come from Phase 1 adoption data. No surprises, no re-selling.
Co-Branded Positioning
Joint social media, joint press, joint mentions. We position your TSD or company alongside an established voice in the channel — every mention builds your brand outside your existing footprint.
The custom tools
as much as the training.
ICP Builder
Interactive tool that helps each TA define their ideal customer profile based on territory, existing book, and strengths. Vertical-agnostic. Built once, used forever.
Database Build Tool
Structured workflow for sourcing, organizing, and prioritizing prospects. Plugs into whatever CRM the TA uses. Eliminates the blank-page problem.
Discovery Process Tool
Guided discovery workflow with question architecture, decision-maker prompts, and qualification logic. TAs use it live in sales conversations.
The expand ladder
Phase 1 is the wedge. The expand path is the business.
Healthy customers climb 3–4 of these within twelve months.
- LAND
Phase 1 — Prospecting & Discovery
Starts at $6K (Tier-2) / $15–50K (Top-6, scope-dependent) - Step 2
Phase 2 — Proposing & Closing
$8–15K (Tier-2) / $20–50K (Top-6) - Step 3
Additional Vertical Packs
$5–8K (Tier-2) / $12–25K (Top-6) each - Step 4
Annual Tool License (white-label)
$25–50K (Tier-2) / $75–200K+ (Top-6) - Step 5
Quarterly Advisory / Fractional CRO
$5–15K/mo retainer
Plus speaking engagements at your partner or customer events. $5–15K per session. · All pricing is a starting anchor — final scope sets the final number.
Who this is for
Built for three audiences.
Technology Services Distributors
Top-6 to Tier-2. From the largest TSDs to emerging Tier-2 players. The activation thesis applies to every partner base in your bench.
Book a TSD discovery callSuppliers & Vendors with Partner Programs
UCaaS, CCaaS, cybersecurity, cloud. Any vendor with 50–500+ channel partners. Train them to sell into the verticals your platform is built for.
Book a supplier discovery callLarge TA Practices (10+ reps)
Multi-rep agencies where the founder wants to uplift the team's discovery game. Same engagement, framed as team enablement.
Book a TA-practice discovery callCredibility
Credibility doesn't show up after the contract. It shows up before.
I've trusted Ronnell for years as one of the foremost experts in the channel.
Industry accolades
- Top 50 Channel Influencer
- Pinnacle Award
- 2024 Top Sales Instructor
- TA 101
- Phoenix Award Recipient
Speaking & stages
- SHUAS Unfiltered
- CPExpo
- ITExpo
- Podfest
- NASM
- WeWork
Reach & track record
- 20+ years building in the channel
- 9 years consulting at the operator level
- Worked with 100+ channel brands
- 160,000+ students globally
- Builder of Business & Bourbon, a national business networking brand
About
About Ronnell Richards.
Ronnell Richards has spent more than two decades building, leading, and selling inside the technology channel, including 9 years consulting at the operator level across 100+ channel brands. He is the author of Million Dollar Agency Blueprint, host of Shut The Hell Up And Sell (Unfiltered), co-host of Techs in the City, and the creator of Business & Bourbon, a national business networking brand.
With a global audience of 160,000+ students, Ronnell works directly with TSDs, suppliers, and large TA practices to design sales-development experiences that activate dormant partners, sharpen seller execution, and accelerate revenue growth. His approach combines real channel experience, practical sales training, and relationship-centered strategy built for teams that need more than motivation.
FAQ
Questions that come up.
The overview
Get the Private Experiences brief.
A short, no-fluff PDF you can share with your team or executive sponsor. The problem, the solution, the time-to-revenue math, and what it looks like when we work together.
4 pages · designed PDF · shareable
Twenty minutes
Twenty minutes. Real math. Your partner count.
Book a 30-minute strategy call. I'll bring the ROI math for your specific scale and the SOW template we use with TSDs. You bring the questions.