Building Out a Channel By Swimming Upstream from Your Deals

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You have a product that is ideally suited for a channel-based distribution strategy.  But every time you approach a prospective channel partner, they expect you to already have landed some customers and already have an opportunity pipeline of deals to hand them.  In other words, they are looking for existing traction and they probably also perceive risk with your value proposition, possibly because you’re at such an early stage or maybe because you’ve never done business in their country.  So now you’re sort of stuck and don’t know where to go next to start building out your channel.  I have an idea to try.

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