A channel partner is a company that partners with a manufacturer or producer to market and sell the manufacturer's products, services, or technologies. This is usually done through a co-branding relationship relationship. Channel partners may be distributors, vendors, retailers, consultants, systems integrators (SI), technology deployment consultancies, and value-added reseller (VARs) and other such organizations. (Source: Wikipedia.)
Many companies are organizing their sales and marketing organizations under a C-Level sales chief: a chief revenue officer (CRO). The CRO is tasked with P&L responsibilities with a level of independence from the executive staff. The CRO serves as a central gathering point for information and decision-making with respect to sales and marketing.