Success for vendors and their channel partners that's what we preach IT Vendors are developing new services which are in line with Cloud developments. Business partners (the channel) are facing the fact that lots of new services are introduced, which are often very technical. Business partners are challenged how to integrate these new services in their portfolio and how to sell these products to their customers. In the end, customers are not seeking for technical offers, they are looking for solutions that respond to the pain they experience every day. So the translation has to be made from technical propositions to business value for the market. Intermediary rule The IT Channel Company is established due to the experiences of Conceptsales and Partnermasterclass with both helping the ICT-vendors and their business partners. We help vendors with the development and commercial translation of services. This results in services that can be adapted by business partners very easily. On the other hand we help the business partners by integrating these services in their offering and train sales people in out side in selling, based on customer needs. This 'intermediary rule' seems to have great value for the vendors and their business partners.