Published: 07 March 2024
To access lucrative enterprise clients, startup tech CEOs often consider partnering with large systems integrators and consultancy firms. However, the suitability of such partnerships must be evaluated beforehand to avoid wasting time and resources.
Startup CEOs often target systems integrators (SIs) and digital business consultancies, believing those types of partners will solve their sales problem, and give them an easy and fast track to growing revenue with larger clients. However, startups often end up wasting considerable time courting such partners without results.
When they do get their attention, startup CEOs fail to address internal shortcomings in their product attributes and company capabilities, or misread how their solution can positively impact both partner and end customers. This leads to mistrust, poor partner engagement and eventually mediocre commercial outcomes.
Startup tech CEOs looking to partner and
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Analysts:
Igor Marchal, Warren Johnstone
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