Three distributor programs, built from zero
No catalog, no pricing, no service backbone, no reseller base — just the opportunity. Two years later: three revenue-producing channel programs and an eight-figure service contract.
The bottleneck
The mission was to build channel brands and programs from scratch across third-party maintenance (TPM), end-of-life and hard-to-find hardware, and OEM and third-party memory. Everyone assumes the hard part is getting a distributor to say yes. It isn't. The hard part is everything after: a catalog and pricing partners can actually transact against, service and logistics that back your SLAs, and a reseller base that knows you exist.
Flywheell's founder led the build as VP of sales and operations — channel enablement that's now part of the Flywheell playbook.
What we did
- Onboarded three distributor programs — TD SYNNEX, Climb Channel Solutions, and Ingram Micro — while building the engine underneath.
- Implemented ERP and CRM across every function, so quoting, sourcing, service, and finance ran on one backbone.
- Built a custom white-label portal for asset management and service delivery — the infrastructure behind SLAs as tight as four-hour onsite response with international parts logistics.
- Activated the channel: hundreds of reseller partners brought into the programs.
The results
$1.5M+ in revenue inside the first six months, with each program growing into a $500K–$1.5M annual line of business. The operational backbone was a key contributor to landing and delivering an eight-figure, five-year TPM contract covering 50,000+ assets.
The lesson for anyone standing up a channel: signing partners isn't the milestone. Enabling them is.
Standing up a channel?
If partners are signed but revenue isn't flowing, the gap is enablement. Let's close it.
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