The lure of distribution partners is a very costly, bright shiny object for a startup tech company. I see channels treated as a silver bullet sales option far too frequently and saddened that this advice often comes from mentors and investors who don’t understand the fundamentals of early-stage tech adoption. I’ve been preaching the demand-first then distribution approach for longer than I care to remember and this Andreessen Horowitz podcast on B2B2C nails it. Startup founders that think they can jump the queue and proceed directly to a partner sales model should rethink their go-to-market.
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