How the channel works
Vendor, distributor, reseller, end customer. Who does what, who talks to whom, and why a product that is great on its own can still sit unsold on a price list.
For founders
Getting your product to the people who sell it.
Most early go-to-market advice is about ads and landing pages. If your product will be sold through distributors and resellers, it works differently. I work in that world every day.
What I can tell you
What gets a partner to sell you
I'm the day-to-day contact for data capture and POS vendors, and for the resellers who sell them. I've turned around accounts that were under-performing and grown the lesser-known names in the range, so I've seen what makes the difference.
A story a seller can repeat
Ten years of brand and campaign work (Samsung, Ceylon Hotels, Ogilvy) before sales. A reseller has twenty products to push. The one with a clear, short story is the one they pick up.
Questions we could start with
No packages and no pitch. A conversation first, to see if I'm useful to you.
- Does my product need a channel at all, or is direct better?
- Who are my first ten resellers, and how do I get a meeting?
- What does a one-page pack for a partner need to say?
- How should I explain what I do to someone who sells for a living?
Where this comes from
10
years in sales and marketing
4,000+
B2B accounts looked after at Farnell
40+
campaigns delivered at Ogilvy
I'm also co-founding Attechy, a small app studio in London, so I'm learning the founder side of this too.
Say hello
Tell me what you're building and who you hope will sell it.
My views are my own and not those of Ingram Micro. I don't give investment, legal or financial advice.