The purpose of this study was to examine how knowledge management should be implemented in medium-sized manufacturing companies in order to ensure adequate B2B communication and knowledge sharing of explicit knowledge with distributors in the sales channel in times of impeded and limited access due to COVID-19 pandemic. Manufacturers traditionally manage their sales channel partnerships inefficiently, and especially SMEs do not often make use of consequent knowledge sharing. This leads to the fact that converting leads into sales becomes an on-going challenge and calls for new ways of inter-organizational knowledge sharing of explicit knowledge internationally. Methodology and approach — To explore the complexity of business partner knowledge sharing in the B2B sector, a qualitative approach has been applied. Building on the purpose of the research, a single case study research as the research strategy provided in-depth information on the manufacturer-distributor knowledge sharing in times of crises. The contemporary phenomenon of SMEs within the real-life context of B2B communications primary data was collected in form of a self-administered questionnaire from international business partners in the sales channel of an industrial manufacturer of machine building industry in Germany. The rising importance of knowledge being the fourth production factor generating values require companies to constantly transfer and share knowledge – not only inter-, but also intra-organizationally, especially when it comes to sales channel collaborations. The findings of this research highlight that the use and positioning of knowledge sharing among business partners in the sales channel is crucial and enable collaborations to improve B2B working flows cross-organizationally. Explicit knowledge such as specific product-related information material, prices or logistical information should be trained on the product, catalogues or via internet-mediated means and should furthermore be stored in a commonly used knowledge management tool. Tacit knowledge should be transferred in a pre-agreed language, predominantly through joined customer visits and training on the product. This research does not only enhance practical implementations in the case organisation but also can be conferred upon those organisations that rely on a manufacturer-distributor relationship in their sales channels. It provides insights regarding a proposed knowledge management in SMEs and it links the theoretical understanding of knowledge sharing with real-life practices in manufacturer-distributor relationship-related processes. Thus, this research generates new knowledge by combining knowledge management theory with practice to develop a framework that provides insights on observing, improving and preventing knowledge-based bottlenecks.