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Winning With Indirect Sales: Driving Results Through Third-Party Partners w/ John Rosati

Building Your Sales Engine

Release Date: 11/13/2025

Winning With Indirect Sales: Driving Results Through Third-Party Partners w/ John Rosati show art Winning With Indirect Sales: Driving Results Through Third-Party Partners w/ John Rosati

Building Your Sales Engine

How to build a repeatable channel sales engine—from partner selection to enablement to metrics—with a 30-year channel sales veteran. Selling through channel partners without a system feels like that old vibrating football game—everyone's running around hoping to score. John Rosati has spent 30 years building channel sales engines that create predictable revenue, and in this episode, he reveals exactly how he does it. As a channel sales leader at Motorola with experience across distribution, manufacturers reps, and two-tier channels, John knows what separates successful channel programs...

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More Episodes

How to build a repeatable channel sales engine—from partner selection to enablement to metrics—with a 30-year channel sales veteran.

Selling through channel partners without a system feels like that old vibrating football game—everyone's running around hoping to score. John Rosati has spent 30 years building channel sales engines that create predictable revenue, and in this episode, he reveals exactly how he does it.

As a channel sales leader at Motorola with experience across distribution, manufacturers reps, and two-tier channels, John knows what separates successful channel programs from chaotic ones. In this conversation with Mark McGraw, he breaks down his "sales engine" framework: partner selection (willingness and ability to invest), enablement (training, co-selling, monkey-see-monkey-do), and metrics (dashboards that drive behavior). You'll learn why Sandler is the "how" that enables every channel tool, how to make it easy for partners to do business with you, and why the best partners invest in their people and infrastructure.

About John Rosati John Rosati is a channel sales executive with 30 years of experience in technology sales, currently leading Motorola's channel partner business for professional communications and radio across North America. Starting his career with cold calls at Motorola (70-100 calls a day), John moved through inside sales, outside sales, and eventually into channel leadership roles managing billion-dollar partner networks. He specializes in building repeatable sales engines for channel partners, partner enablement, co-selling strategies, and using metrics to drive predictable revenue. John is passionate about Sandler Training and has implemented Sandler methodologies across his channel teams to create consistent, scalable results.

🔗 John on LinkedIn: https://www.linkedin.com/in/johnrosati911/

Host: Mark McGraw — Building Your Sales Engine

In This Episode:

  • Why selling through channels is a force multiplier when done right

  • The "vibrating football game" analogy: What happens without a system

  • The sales engine framework: Onboarding, enablement, programs, metrics

  • Partner selection: Willingness and ability to invest (the #1 indicator)

  • Why mindshare leads to wallet share with channel partners

  • The monkey-see-monkey-do approach: Co-selling and ride-alongs

  • How Sandler helps channel partners avoid common selling mistakes

  • Why traditional sellers want to "throw features and benefits" immediately

  • Getting channel partners to qualify: Pain, budget, decision, process

  • The challenge: Channel partners hate reporting (and how to make it easier)

  • Dashboards and metrics: Leading indicators vs. lagging indicators

  • Point of sale metrics: Are products moving off partner shelves?

  • Scorecards and competitive rankings to drive partner behavior

  • Making it easy to do business with: The holy grail of channel success

  • How supply chain challenges during COVID tested "easy and consistent"

  • Improving the out-of-box experience to save partners time

  • Using AI to make information access more efficient for partners

  • Why Sandler is the "how" that turbo-boosts other sales tools

  • The importance of hand-to-hand combat: Getting with sellers directly

  • Strategic selling, Miller Heiman, and how Sandler enables those frameworks

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