Gartner Research

Tech Go-to-Market: B2B Routes to Market for Technology Provider Business Leaders — Part 3

Published: 17 April 2015

ID: G00276805

Analyst(s): Ed Cordin, Mark Paine


Technology and service providers have more options available to use a mix of direct and indirect routes to market than ever before. But which mixes are commonly used today and why? Part 3 examines when they are used and their merits.

Table Of Contents


  • What Are The Most Common Mixes of Indirect and Direct Modes?
    • Tiered Model
    • Land and Expand
    • Direct Digital and Indirect Resell
    • Indirect Mix
  • What Are the Advantages and Disadvantages of the Various Mixed Modes?
  • What Other Mixes Are There?
    • Third-Party Opportunity Generation
    • Third-Party Fulfilment
  • Now I Am Armed With This Information — What Do I Do Next?

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