Published: 04 July 2024
Tech CEOs can waste time, money and resources trying to attract IT distributors without proper research. Before making contact, and to increase success with their pitch, tech CEOs should prepare by understanding the criteria and processes that IT distributors use to evaluate new vendors.
Less than 10% of startup and scaling companies that approach IT distributors manage to secure distribution agreements.
Proof points that IT distributors need to see from tech CEOs fall into the areas of product-market readiness, external validation and go-to-market (GTM) readiness.
Casual conversations with IT distributor contacts rarely lead to agreements because those contacts may not be involved in the formal and selective process of new vendor evaluation.
Tech CEOs looking to leverage an IT distributor as an indirect channel strategy should take these steps:
Createa distribution strategy by evaluating specific IT distributor types and specific IT distribution programs for startups,
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