Many startup founders are deathly afraid of building their own sales team. They default to channel partnerships to try and get distribution. Sigh. For those unfamiliar with the term, a channel partnership is when a person or organization sells products on behalf of another company.Partnerships like this can be great for both parties. But they also can also barely move the needle and be extremely time-consuming to develop. Here are a few things startup founders should consider when evaluating channel partnerships and whether this should be their go to market strategy.
Scott Britton is a startup enthusiast, blogger, and Skillshare teacher based in New York City. He is a former business development and marketing executive for SinglePlatform and writes about business development, networking, and personal development at Life-LongLearner.com.