The Fallacy of Channels: Startups Beware

Let me start by saying that most channel relationships don’t work.  Period.  (Full Stop for you Brits.)  I’ve seen way too many startups spend all their energy getting channel deals done only to find out that they don’t produce ANY revenue.  Yet startups continue to pour tons of energy into a relationship that with the current structure will never work.  This post is dedicated to explaining why channel relationships suffer and how you can improve them.


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Mark Suster 

Mark Suster is a 2x entrepreneur and an investor. He joined Upfront Ventures in 2007 as a General Partner after selling his company Koral to He focuses on early-stage technology companies.

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Filed Under:
Collection: Business Development & Sales
Category: BD & Sales Strategy