Channel partner

And we can do that with alliances and partnerships.

Like if we look at tech alliances and channel partnerships, what are they about? They're about multiplying reach.

But if you drill into them, they're completely different logic, right? They operate entirely differently.

And I think sometimes within a partner ecosystem, you see those two getting mixed up and that can lead to a really messy partner dynamic.

The challenge that I find with a lot of small businesses is they chase every software requirement that matches the NAICS code, but NAICS codes are very broad.

So be specialized and build those channel partnerships, reseller agreements, and focus on building strategic pipelines that penetrate the agency rather than just being discouraged.

Now, the pattern of buying what Man mentioned, the number of awards, does not come as a surprise at all.

Partially, that's because of the investment in innovation and continuous support that is required for these software companies.

'Cause, I mean, uh, we, we've been doing the cybersecurity thing for a while here, and we just kind of know that you're, you're only as strong as the weakest link.

And, uh, when someone has access, depending on the kind of access, right, they can easily get into your, your, your stuff and do all kinds of crazy stuff, right? Um, how do you work with the, um, the channel partners, for example? So, uh, as an MSP, I do cybersecurity for companies and AI and all that stuff, right?

[laughs]

Um, how do you work with them? How do they make money from you, and, uh, and how do you, l- you know, train them, get involved with them?

Now multiple layers of encryption types have been added upon high frequency and, you know, our industry is starting to nibble at, uh, ultra-wideband as probably the next thing on top of that that will, you know, continue to provide an opportunity for an integrator to go back and continue to have that conversation.

More and more security, more use cases, continue easy access.

I hope channel partners are listening up because that's the stuff that's made of gold, my friend.

You know, once you're able to create a solution around these, uh, these technologies, right? Um, it also gets you very sticky with the client.

Like the growth you guys have had is incredible and super stoked and con-congrats for doing that.

Like I think channel partners reselling PestShare have been a big part of that, and your go-to-market, kinda direct go-to-market took a little bit longer to find its groove.

But like what finally made direct market click, go-to-market click, and what kind of, you know, how did that actually happen for you, and how do you sell the ROI to a big operator when you can show them exactly what pests are costing their portfolio? And how do you continue the, the channel partner side? Because you want both, right? Obviously.

Yeah.

I think that one could make a statement that could be fair that's like you should pick which side of the fence you wanna be on.

Like I think of like Vibram, for example, as an awesome channel growth company.

Like yeah, they have some product they direct sell, but for the most part they've really leaned in with their channel partners, the resellers, and they've still like kinda kept their brand product as like on the soles of the shoes.

And And then there's plenty of examples of great, like, direct sales go-to-market motions.