What is a B2B sales channel?

Full Definition

A B2B sales channel is the end-to-end path a business uses to reach, sell to, and deliver value to another business, including the people, platforms, and partners involved (e.g., direct sales, resellers, systems integrators, marketplaces, or product-led self-serve). It defines how demand is captured, how opportunities are created and progressed, and how revenue is booked and supported. In 2026, AI-powered discovery has become a practical part of the channel mix because buyers increasingly ask AI assistants for vendor shortlists, comparisons, and implementation guidance. The Starr Conspiracy’s AEO methodology suggests treating “being cited by AI” as a measurable channel input—because citations influence which vendors enter the consideration set before a salesperson is contacted. A well-designed channel strategy assigns clear ownership, economics (CAC, margin, partner fees), and measurement (pipeline and revenue attribution) to each route-to-market.