Routes to market is always an interesting discussion – should I sell my product direct or should I use a distribution channel/partner(s). Answer – it depends. Depends on the cost and commoditization of your offering. Depends on how much configuration or service is needed. Depends on the reach and resources of your company. There are advantages to both – but one common misperception that I will come back to at a later time is that one is less expensive than the other. Both have costs – they are just different, and in many cases, equivilent. Excellent writing on this in Geoffrey Moore’s “Dealing with Darwin”
