Selling through multiple channels is one of my preferred strategies in technology marketing. Done correctly, it allows a company to fully exploit its expensive, hard-earned intellectual property to the maximum extent. One of the most popular channels (and one of my favorites) used to sell B2B software and hardware is the Value-added Reseller or VAR […]
Technology Sales & Marketing-Is a direct or indirect approach best?
A question that often arises with early-stage software and hardware companies is “How should we sell our product? Should our technology sales approach be to sell directly, or should we sell through distributors, dealers/retailers, or OEM partners?” Best Technology Sales Method: It depends The answer, like most topics discussed in this forum, is rarely as […]
Channel Conflict
In my consulting practice I do a lot of work with software and hardware companies in area of channel development. One of the hardest things to manage while growing a channel business is the inevitable conflict between all the players throughout your various distribution methods, including your direct sales force. Of course, my colleagues in […]
Partnering
Strategic partnering, also known as forming strategic alliances, is one of the key elements that make up the business development function in technology companies. I believe that strategic alliances and partnerships are underutilized in many ways. Conceived and executed properly, alliances can greatly extend the partner companies’ reach in the marketplace. VARIOUS AND SUNDRY […]
Do High Tech Acquisitions Make Sense?
I was reading a while back about one of the many proposed tech acquisitions happening at any given time, a merger between two well known technology companies. Two very major technology companies, one making a comeback from bankruptcy and the other mired in a long slump, with several years of negative predictions about their business […]
