A competitor's distributor looks like the safest lead on any list. But the same brand roster that signals category credibility can also signal conflict, or stretched resources. This Insight examines how executives should read a distributor's portfolio before treating it as proof of fit.

Any team can build a list of distributors in an afternoon. Far fewer can say which of them genuinely fits their brand, category and route to market. This article explains why partner selection is a growth decision, and why fit, validation and the right contact matter more than the size of your list.