Relevance starts with products. It continues with marketing messages. It’s through the sales channel, however, where your company must engage and convince customers of value. Countless strategies and initiatives fail because sales channel acceptance or capability are lacking. Your company’s agility to try new initiatives and pursue new opportunities depends on the ability of your sales channels to adapt and evolve. Use the following rules to empower direct sales forces and indirect channels with the skills to articulate relevance and execute growth strategies.