I the video I discuss the principles for when we can choose the indirect approach through independent channel partners and when are we better off going directly to the markets.
In this industry it is not enough to get the good ideas – you need to get them before everyone else makes them common best practise.
Picking the right person and getting the right team into the right seats on the bus is no simple endeavour.
There were many surprises and setbacks on the road, but acting swiftly and correcting failures fast enabled Colsted and his team to achieve the overall objective.
Colsted and his team knew that expecting resellers to invest in lead generation at this early stage of market penetration was unrealistic and they, therefore, set off to design lead generation campaigns for their distributors.
Your product is a crucial part of your business model, but there are other building blocks that are just as important.
Five short videos on building, managing and optimising an indirect channel in the IT-industry.
P&L issues are the responsibility of CEOs and business unit managers and will require that we speak business management “language.”
Using an indirect go-to-market approach means finding, recruiting and managing independent companies that find, win, make, keep and grow happy customers providing solutions with our product as a core component.
Success in big corporations is delivering on our budget again and again. Never come short and never come too high. Stay within 101-105%.