This is a question that frankly doesn’t come up often enough at early-stage tech companies. There is usually an assumption that you first conquer your home market. Then sometimes WAY, WAY down the road when you are already flush and successful, it will be time for international market entry. US-based tech companies are most guilty […]
Selling SaaS through the VAR Channel
The move toward Software-as-a-Service (SaaS) has been the strongest trend in the software business in recent memory. It changed the software business model in several fundamental ways. For this article, I will assume the reader has a basic understanding of the SaaS business model. I’m also assuming a basic understanding of what a Value Added […]
Promoting Software and Hardware Products through the VAR Channel
Except for a few software and hardware vendors who sell super-expensive products to the largest enterprises, a large percentage of B2B tech companies use the Value Added Reseller (VAR) channel. Not all heavily but to one extent or another. So how do you best go about doing this successfully? Do you simply create a great […]
VARs vs. Retail Distribution in Technology Markets
There is always a lot of talk in the software and hardware industries about distribution through the “Channel”. Generically, that means selling through some type of a third-party reseller company, rather than selling directly to the end customer. But in reality, the “Channel” includes many disparate types of third-party resellers. Today we’ll look at when […]
Structuring Channel Discounts for Software and Technology Companies
Selling through sales and distribution channels of various types is very important to many software and hardware companies. Yet channel programs, specifically channel discount structures, are often thrown together quickly and haphazardly. Usually without looking at any real hard data. Let’s examine some of the key items that are advisable to consider when structuring a […]
