Consulting Services
Business Development
Product Partnerships
Most technology development companies make products that fit into part of a larger technology “stack” or broader technology ecosystem. This being the case, there are typically strong opportunities to establish business relationships with companies that develop and sell complimentary products.
By identifying opportunities to couple product(s) to an existing platform, companies can gain efficient, scalable access to end customers that potential partner organizations already own. The advantages are obvious, but structuring these types of deals can require creativity, flexibility and persistence on behalf of the earlier stage company.
Time to market and cost-effective access to customers play a significant role in the overall success of technology companies so any ability to access either (or preferably both) more efficiently should be evaluated as a meaningful strategic opportunity.
Distribution Channels
The costs and implications of creating and deploying a direct sales force exclusively are commonly prohibitive for early and mid-stage technology companies. Identifying and evaluating the various channels that competitive as well as complementary products are sold through is the first step in determining a company’s ideal channel strategy. There are many considerations that impact the prioritization and attractiveness of engaging OEMs, SIs, VARs and other types of distributors as potential channel partners, all of which need to be evaluated carefully.
In order for channel relationships to be successful over the long run, the economics as well operational dynamics need to create positive value for all parties. Incorporating these considerations into a company’s business model and strategy from the outset can help prevent unforeseen, undesirable realties associated with product distribution and profitable revenue generation.
Partner Programs
Creating programs that help support the success of channel partners is an ongoing and critical requirement for any technology company that employs this distribution strategy. Developing tools and collateral as well as establishing sales and technical support functions effectively often dictates the success of utilizing channels to sell, implement and support product.
Working collaboratively and responsively with partners, new sales and support processes can be developed and deployed which enhance the efficiency and effectiveness of relationships. In most instances, these partners work with a host of other technology companies so focus on maintaining status as a company that is adept, dynamic, easy and profitable to work with should be the end goal of all channel partner program investments.
