Success story — Industrial Electronics
How a Vienna-based industrial electronics manufacturer rebuilt its US go-to-market from a single underperforming Texas partner to a structured channel program — with five-times return on investment within the first month.
TELE Haase Steuergeräte has been building industrial electronics in Vienna since 1963. By 2019, the company had over 100 employees, an established European customer base, and a US presence that wasn't performing. One Texas channel partner, sales flat for years, and a management team in Vienna that could see the gap between their US results and the market that was available to them.
The engagement started with something that looks simple but rarely is: setting up a proper US legal entity. TELE Haase USA Inc. gave the US operation a legal home separate from the Austrian parent. With the entity in place, the work shifted to the go-to-market strategy. Then came the channel program itself: revenue share structure, battle cards, one-pagers by product line, training materials, lead distribution rules, and an ongoing sales support framework. Total build time: six months.
Within the first month of the reseller program launch, TELE Haase was engaged in serious business relationships with a handful of new distribution partners. The engagement delivered 5x ROI in month one. Daniel, the program lead at TELE Haase, put the design principle plainly: "To create a successful program, the partnership must be a win/win."
"To create a successful program, the partnership must be a win/win."
A note on scope
The TELE Haase engagement was broader than a channel partner search. It combined US entity formation, go-to-market strategy revision, and a full channel partner program build alongside the partner identification and recruitment work.
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