One of the most important and often overlooked areas VCs evaluate when considering an investment is a startup's opportunity for distribution partnerships. A successful partnership can help a startup break out of one-to-one sales cycles and skyrocket growth ' especially in regulated industries ' by providing customer access and credibility. Collaborating with established companies offers startups expertise, efficient distribution channels and operational support, enabling faster innovation, new competitive advantages, risk mitigation and expanded market reach. Ultimately, the right partnership can position startups as established industry leaders. BILL was a pioneer in the B2B2B go-to-market motion. First, it built a name for itself through its direct-to-business sales motion, and only after it found product-market fit and sustainable growth did it begin working with distribution partners, such as accounting firms and banks. Following BILL's footsteps from 15 years ago, companies...
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