3. Go-To-Market Models are Different in Tech
In addition to selling directly to customers, B2B tech companies also sell through indirect channels that are unique to the industry. Cultivating a consistent message, brand, lead generation effort, and sales support across suppliers, OEMs, VARs, resellers, and affiliates requires coordinated and expert understanding of what motivates each part of the technology ecosystem. With about 70% of the typical high tech company’s revenue coming from the indirect channel6 and partners considering hundreds of technology brands to provide for their customers, your marketing efforts need to help you stand out among your competitors to keep partners engaged in selling your solutions.