Tech companies and commerce
As Force21, that’s our playing field. We help IT companies with their commerce. Whether it’s new technology or the ‘older’ technology companies, we often see the same thing.
These companies have grown mainly because of their knowledge of technology and their customers lack of that knowledge. And usually, the 1st USP these companies point out when we talk about it is their technological knowledge.
Apart from the fact that you can question the unique distinguishing point to focus your go-to-market on. (read: commercial growth). Whereas this might have worked ten to twenty years ago, it no longer works because demand was high and supply was low. There are many more comparable providers. And, your customers are more interested in how IT can support their growth than its technology.
Your go-to-market is related to your ambitions as an entrepreneur, as a company. How and how fast do you want to grow? What suits you as a company, what types of companies are they, and where can they be found? In an industry, a region, characteristics or a combination? For a technology company, these are fundamental choices because they enable you to explain the applicability of your knowledge and technology much better. And it is then much easier to market your customer value.
How you then approach those markets depends on your services, your organization and access to that market. Basically, you have two choices:
Approaching a market segment independently and directly has advantages, especially if your value to these organizations is very high and this market is also easily approachable. Your service has to fit, and you as an organization can set up the commercial approach for this well yourself.
Focus is the essential thing. From focus, claim a position in your target group by continuously explaining your value to that group of companies. Lead generation is based on sharing valuable knowledge with your customers. Here, the interaction between your portfolio managers, marketing, and sales is critical. They need to understand, translate and disseminate this value.
Opening or expanding your position in a target group via partners can be very successful. It is essential that the character of the ultimate target group fits and that your portfolio and delivery are suitable for partner sales.
Partner sales are comparable to the direct approach when bringing in new partners with a big difference in your value proposition. You sell two values, one for your partner and the one for its customers. But the big difference lies in actually having partners on board. That’s when partner commerce begins.
A ‘partner go-to-market is entirely different from a direct approach. We have written a white paper about all the pitfalls and opportunities this offers.
So it is not easy to say which go-to-market suits you best. The choice for a direct or indirect approach, or a combination, is fundamental. For example, you don’t just “throw in” an indirect approach. This leads to half-hearted results and frustration among your partners and your own organization.
Your go-to-market scan
Want to know which market approach suits you as a Tech company? Let us do the first scan for your organization, customers and portfolio. Based on this scan, we can give you sound advice on what, in our eyes, is the best direction to realize your growth ambitions.