Startup Sales Channels — Pros & Cons — Part 2

This is the 2nd part of a series on sales channels. The first part dealt with ads, your network and conferences; in this part we will review channel sales, referrals and content marketing.

Channel Sales

What: Where another company distributes your product to customers, using their existing relationship with those customers. Also known as ‘business development’ or ‘partnerships’.




What: Your customers recommend your service to other potential customers, sometimes with a reward incentive for the referrer and referred. For example, Dropbox offers additional free space for every new customer account referred by an existing customer.



Content marketing

What: Written, audio, or video content that is interesting to your potential customers. When a potential customer consumes this content, they’re also exposed to your offering.



If you can make these sales channels work, they can provide immense scale; but each one also has serious drawbacks that your company will face regardless of the channel’s success.

In the next article, we will look at the pros and cons of 3 other sales channels: cold emails, customer advisors and consulting.

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Thanks to Kaego Rust for their help on this article.
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Jason Dent

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