One of the most important behaviors for channel partners is to have a deep understanding of the brand's products or services. By emphasizing this behavior, brands can ensure that their partners are equipped to promote and sell their products effectively.

Brands can also encourage their channel partners to be advocates for the brand. By emphasizing this behavior, brands can build a network of passionate advocates who can help to increase brand awareness and credibility.

Brands can encourage their channel partners to focus on sales growth. By setting targets and providing rewards for meeting or exceeding those targets, brands can motivate their partners to be more effective at selling their products.