Published: 04 January 2024
IT distributors present new revenue opportunities through access to distributors’ reseller partners, new verticals or new geographies. This research discusses the key IT distributor topics that tech CEOs must grasp to start building a framework for a two-tier distribution strategy.
Startups and emerging providers waste time, money and resources attempting to attract distributors before knowing how to target them effectively and appeal to them.
The competition for IT distributors’ attention is fierce, and the odds are stacked against providers with little to no channel experience.
Tech CEOs have unrealistic expectations of their likely impact on a distributor’s business and revenue because smaller startups often have insufficient transaction and/or revenue volumes to satisfy a distributor’s business requirements.
Large distributors often do not vet startups; they hire consultants (primarily investment firms) to do the initial vetting of startups, looking for innovation, customer
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