Start-up companies participating in the 2017 MIT Sloan CIO Symposium’s Innovation Showcase said channel partners will play a key role in the sales and marketing of their products. While most new companies rely on direct sales teams out of the gate, more start-up firms are considering indirect channels much earlier in their development, according to a TechTarget Network report.
Companies cite a variety of reasons for embracing indirect channel strategies. Some companies have discovered that potential clients prefer to work with specialized value- added resellers, acknowledging they are better able to penetrate market segments in industries such as defense.
Other companies recognize that channel partners can accelerate their ability to reach more clients. A provider of middleware platform and cloud-based service for internet of things deployments was working with partners to expand into international markets.
Read the TechTarget Network report for more information.