The Startup Distribution Engine: Why You Need One and How to Build It
Entrepreneurship and StartupsThe Startup Distribution Engine: Why You Need One and How to Build It
As a startup founder or marketing leader, you've likely heard the mantra “distribution is everything.” But what does that really mean, and how do you put it into practice?
Building a great product is hard, but it’s only half the battle. The real challenge is getting that product in front of the right customers — repeatedly, and at scale.
For most startups, this is where things fall apart. In my experience, many founders either get stuck trying to sell to fewer customers at a higher price or chase thousands of lower-priced customers. As a result, they end up stretching their resources too thin and fail to create sustainable growth.
The solution is to build a scalable distribution engine. But how do you set up a system that consistently delivers results, while still balancing your current channels and marketing strategy?
In a recent Marketing Against the Grain episode, Kieran and I unpack why startups need to prioritize distribution from day one — and how to design a distribution system that works.
Check Your Numbers: Why a Startup Distribution Strategy is Critical
Let's get real about the math. Most Series A or B startups are selling to mid-market companies with annual contract values of $5,000-$12,000. To achieve the growth investors expect, you have two options:
Go upmarket and increase your ACV to $250,000+. This is incredibly difficult and, in my experience, most fail.
Acquire thousands...
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