Navigating the Sales Landscape: Consultancy vs. Lead Generation

By John Stoddart

In the world of B2B tech platform development, the journey from inception to market expansion is a thrilling rollercoaster ride. As a consultant at ChannelCreator, a consultancy providing go-to-market strategies and outsourced sales for young tech companies, I’ve had a front-row seat to this exhilarating process. Let’s dive into the differences between the ChannelCreator approach and that of typical lead generation companies…

The Consultancy Approach: A Deep Dive

At ChannelCreator, we’re not just about making a sale – we’re about building relationships. Our process begins with a one-month deep-dive into your business, your product and your market to get a true understanding of your proposition. We don’t just skim the surface, we go deep into all the intricacies of what do you do, exploring your business model, value proposition, potential partners and target audience. In addition to this we analyse market trends, competitive landscapes and potential barriers to entry.

Once we’ve gathered this intelligence, which is crucial in order to have a firm foundation of understanding, we write and deliver a bespoke go-to-market strategy for you. This isn’t a one-size-fits-all solution, it’s a tailor-made plan designed to maximise your distinctive strengths and mitigate your specific challenges. Once this strategy has been discussed, tweaked and approved we execute it to the letter, handling everything from contracting with end users to building direct sales and partner channels.

Lead Generation: A Different Beast

Lead generation companies operate in a completely different way. Their focus is on quantity rather than quality. They use automated tools and techniques to generate a high volume of leads, with little regard for their relevance or readiness to buy. Their goal is to fill your sales funnel with unqualified cold leads, not to understand your business, hunt down genuine targets and build strong relationships with your customers.

While this approach can generate a large number of leads, it often results in a low conversion rate. Many of these leads may not be a good fit for your product, or they may not be ready to make a purchase. This can result in wasted time and resources, as your sales team chases down leads that are unlikely to convert.

The Bottom Line

So, which approach is right for your business? That depends on your specific needs and goals. If you’re looking for a quick influx of possible leads, a lead generation company might be the right choice. But if you’re looking for a strategic partner who can help you navigate the complexities of the B2B tech market, a consultancy like ChannelCreator might be a better fit.

Remember, the journey to market expansion is not a sprint; it’s a marathon. And like any marathon, it requires careful planning, strategic decision-making, and a lot of hard work. But with the right partner by your side, you can cross that finish line with confidence…

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