seeking strange bedfellows

Who else wants your customers to win? Is it another vendor? A potential partner? An industry group?

I’ve been reflecting on distribution (getting software into the hands of customers) and one area we’ve done well with in the past is Channel or Partners. Consultants who serve our customers, offering services with the express aim of delivering results our tools help achieve.

But the problem with Channel is that it’s noisy AF. Every app vendor who believes in their product wholeheartedly messages the same consultants about helping solve the same problems (oh and by the way, would you sell our app for us?).

(Note: If you build a product you don’t believe can solve real problems, I suggest you’re in the wrong game)

What if instead of chasing the same consultants and the same community leaders and influencers, we sought instead some strange bedfellows?

Who else serves your ideal customers? Who believes what you believe, but approaches the solutions in complementary ways?

I haven’t proven this yet, but I bet there’s a ton of opportunity sitting quietly next to us in the market. So, instead of scraping the same industry directories and automating the same LinkedIn profile searches, maybe swivel your chair 130 degrees and look for new partners nobody else is even trying to talk to.

Peter

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