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Channels Vs Direct Sales for Startups

Once I was discussing a funding deal with a Top-10 VC firm and got this amazing insight regarding B2B startups/ SMEs using channels/ reps/ distributors to sell the product.

Insight was, "When you are a B2B startup, you need to have your own sales team rather than channels. It`s only you or your sales team who would put genuine efforts to understand customer`s pain point, feedback on the product, improvisation needed etc.

Channels will try to close the easiest and fastest deals, they won`t waste their time in becoming 'Voice-of-Customer' for you.

They will never come back with the meaningful & actionable resurrection strategies whenever you lose a deal."

Would love to hear opinions from Salespeople or channels or startup founders.

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